1. Customization, Personalization,
Localization
WHAT’S THE DIFFERENCE, AND WHY EACH MATTERS.

2. There’s a lot of confusion
and ambiguity around
these phrases

3. Many companies are
doing one or two of
these really well.

4. But very few companies are
leveraging all three. Not
cashing in on the full
opportunity.

5. The Good News: By thinking
about data in new ways, it’s
easy to execute using all
three.

6. It’s what customers want and
expect in 2015.

7. More Good News: It’s good
for your business!

8. Here’s the proof:
Emails with personalized subject lines have
26% higher open rates**
Source: Balihoo Customer Data

9. Localized email produces 15% higher open
rates*
Source: Experian

10. Consumers are at least twice as likely to
open and click on emails sent in response to a
trigger event*
Source: Yesmail

11. What is customization?

12. Customizing means targeting
the right consumer with the
right message.

13. Think of customization as
targeting segments of your
business...

14. … such as people who have
purchased a type of product

15. For example, an Insurance Company might
customize their marketing messages to the
following segments:
● Life
● Auto
● Home

16. A National Gym Brand should customize
some messages based on attendance:
● Once-a-week attendees
● Daily members
● No-show members

17. CUSTOMIZATION

18. And a Financial Institution probably caters
their marketing to different customers:
● Size of portfolio
● Type of account

19. Customization is a very basic
first step to optimizing your
email campaigns

20. What is personalization?

21. Personalization means
leveraging recipient-level data
to empower the message.

22. Think of personalization as
pulling in data about the
customer

23. Personalization = Endless
Possibilities

24. It’s only limited by your
customer/prospect data

25. ● Name
● Product specific info
● Pages visited within a site
● Whitepapers/case study downloads,
videos watched
● Activities performed (loyalty)
TYPES OF
PERSONALIZATION DATA

26. PERSONALIZATION

27. Personalization is a great way to improve
upon your email campaigns, but takes a
more advanced level of coordination

28. What is localization?

29. ● Right message
● Right consumer
● Right time
● Right place
LOCALIZATION MEANS

30. Think of localization as utilizing real-
time data about individual markets
to get hyper-specific

31. LOCALIZATION

32. ● Demographic Make-up
● Weather Events
● Events in local area
● Seasonal promotions
● Local CTA around location/agent
TYPES OF MARKET LEVEL
INFORMATION

33. Localization is the ultimate way to
optimize and achieve the highest
ROI possible

34. In fact, these types of triggered
emails are estimated to be
responsible for over 20% of email
marketing revenue.*
Source: Epsilon

35. Localization by national brands is on
the forefront of cutting edge
marketing

36. By this time next year, it will be
commonplace

37. Start investing your efforts now

38. 79% of U.S. consumers expect some sort of
personalization from brands.*
AND 66% of U.S. consumers welcome email
retargeting based on their actions.*
Source: AgilOne

39. ● Customization is basic segmentation to
make the message relevant
● Personalization is using recipient data to
make the message more powerful
● Localization is using real-time market data
to trigger personalized messages at the
right time and right place
TO RECAP...

40. Want to localize before
your competitors? The most
important aspect is data.
Source: AgilOne

41. Not big data, but the
right data

42. Scalability is the key

43. And it’s done through
AUTOMATION

44. Local Marketing Automation can provide
you the tools you need to connect your
consumers with the local providers of
your products and services...
LOCAL
WEBSITES
SEARCH
ENGINE
MARKETING
LOCAL
EMAIL
SOCIAL
MEDIA
TRADITIONAL
LOCAL
LISTINGS ANALYTICS

45. “From a corporate perspective, it has made it much
easier for us to release new campaigns across a
single platform. From a financial angle it is also
easier for us to work with our vendors and
payments when it is handled by Balihoo directly.”
– Brant Schmitz, Online Marketing Manager, Snap Fitness

46. BALIHOO CUSTOMERS SEE
RESULTS WITH LOCAL
MARKETING AUTOMATION
13:1 ROI demand-gen and
relationship campaigns

47. Think about your
company’s objectives
(retention, engagement,
ROI, new customers)

48. Evaluate your data
resources

49. Now it’s time to evaluate
local marketing automation
so you can SCALE

50. sales@balihoo.com | balihoo.com | 866-913-8417
ABOUT BALIHOO Leading national brands, across
a multitude of industries, use the Balihoo local
marketing platform to activate millions of data-
driven local campaigns for over 350,000 local
outlets.
Balihoo is proud to call many of the top companies
in the world our customers, including Geico, Ace
Hardware, Wendy’s and New Balance.