Build and optimise campaigns that convert in the age of inbox overload
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This presentation explores how digital marketers can use the information that is available about the consumer’s 'digital self' to make their messaging more targeted and relevant, and ensure that they get seen among the multitude of other communications that the average consumer receives on a daily basis.
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Build and optimise campaigns that convert in the age of inbox overload
- 1. Build and optimise campaigns that convert in the age of inbox overload. Jamie Brighton Product Marketing Manager, Adobe
- 2. DIGITAL EMAIL SELF 2
- 3. Why don’t email marketers know me? 3
- 4. Quiz What percentage of people say they don’t open emails because they don’t match their areas of interest? 55% 10% 35% 55% Source: “Consumer Demand Relevance" (2010) 4
- 5. Email continues to lead digital marketing E-mail Advertising h Searcadeshows Tr Public relations 5
- 6. Email relevance is your future …targeted emails that leverage Web site click-stream data on average generate a nine times improvement in revenue and as much as 32 times more in net profit over undifferentiated broadcast campaigns. The ROI of Email Relevance 6
- 7. Why we’re failing at adaptive marketing “Most marketers are hamstrung with antiquated legacy systems, an inability to ‘talk tech’ with IT groups, and lack of resources to implement marketing automation projects that improve the quality and outcome of marketing decisions, as well as the effectiveness and performance of marketing teams and partners,” CMO Council Calls For Adaptive Marketing Practices Date: February 07, 2011 Author: Gayle Kesten, CMO.com legacy systems + lack of resource 7
- 8. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 8
- 9. Centralise digital signals 1ST PARTY DSP 0 25% 50% 75% 100% Gender Male Femal e Marital Status Single Married AD SERVER Presence of Male No Yes 2ND PARTY Children Car Buying Process Beginning Middle End EMERGING / VIDEO Data Category Affinity Scenarios Pop So� Rock Jazz PersonasCar In Market Male: Recent Delivery Popula�on Buyer Urban Suburb. Rural Density Visit Frequency 1-‐5 EMAIL 6-‐10 10+ 3RD PARTY Age Range 18-‐34 35-‐55 55+ Housing Type SITE Hous Apt Office In Market e Young Mother HH Income <£50K >£50K >£100K 9
- 10. Identify high value segments Segment Sent 298,472 Cart 97.6% 1,741 Delivered Additions 291,296 82.6% Opened 14.4% 41,870 Checkouts 1,438 Clicked 40.6% 17,003 9.6% Product Views 109.1% Orders 138 18,550 Cart Additions 9.4% 1,741 Checkouts 82.6% STRONG buying 1,438 behaviour, but 9.6% Orders WEAK order 138 Revenue conversion 10
- 11. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 11
- 12. Remails work Trigger Triggered targeted email communications produce 10X >10% Conversion Rate greater conversion than Blast Driven email communications REVENUE GENERATION 3.9% Conversion Rate 2.8% Conversion Rate 1.1% Conversion Rate Blast Driven Profile Driven Persona Driven Behaviour Driven Triggered/Targeted 1:many 1:1 SOPHISTICATION
- 13. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 13
- 14. Remarket to lost conversions Optimize 14
- 15. Test multiple offers Optimize A Get 10% off on all Men’s wear B Free Shipping All Month! 15
- 16. Push the winner dynamically on open Optimize Get 10% off on all Men’s wear A Get 10% off on all Men’s wear 16
- 17. Push the winner dynamically on open Optimize Remaining Opens Email Opens with List Build & Deploy Automatically Randomly Served Offers Management Email Served Winning Offer Winner 100% Production List Continually Evaluate Confidence Level
- 18. Make offers relevant based on behaviour Optimize Get 10% off on all Men’s wear Targeted Recommendations 18
- 19. Interactive content drives engagement Optimize Get 10% off on all Men’s wear Enhanced Product Views 19
- 20. Improve email conversion in 4 stages Segment Trigger Optimise Integrate 20
- 21. Integrated email data looks like… Integrate Email campaign data from partner With web analytics data § Campaign Attributes § Revenue § Opens § Orders § Bounces § Conversion Rate § Click-through § Average Order Value, etc. Email Campaign Site Conversion Metrics Metrics 21
- 25. Key takeaways Use the customer’s digital self Segment and trigger where appropriate Optimise and integrate for efficiency 25
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