Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-once experience, what our subscribers want and DEMAND from us is getting more sophisticated. Putting the customer at the heart of everything that you do in all ways, always, is paramount.

1. E-telligence
Putting the Customer
at the Heart of Everything that You Do
in All Ways, Always

2. kate@e-focusmarketing.com
www.e-focusmarketing.com
@eFocus_marketin

3. @eFocus_marketin

7. Customer Centricity
– creating a positive experience before, during
and after the purchase

9. Willing to share personal data in exchange for…
Consumers WANT personalised experiences
product
recommendations
personalised offers
or discounts57%
personalised shopping
experiences
52%
53%

12. 64%
Desire is morphing into expectation
expect companies to provide an individual experience
(Source Cloud IQ)
83% think an individualised experience is important

13. Customer
Centricity
WHO
your customers are
WHAT
your
customers
want / need
WHEN
your
customers
need it

14. What is the
customer trying
to do?
Which customers
are about to
churn?
What is the customer
most likely to want
next?
What is the optimum
frequency with which to
send messages?
What is my
customer LTV
What’s the best
time to send
emails?

15. Know your audience – know your data
Known Data • Demographic
• Firmographic
• Psychographic
Data
Pyramid

18. Know your audience – know your data
Known Data
Behavioural Data
Contextual Data
Purchase Data
Cultural Data
Artificial Intelligence
• Demographic
• Firmographic
• Psychographic

19. • Focus groups
• User experience studies
• Surveys
• Campaign response data
and test results
Quantative vs. Qualitative data
• Net promoter score
• Customer service / front
line feedback
• Social media
• Voice of the customer

20. Walk in their shoes and find their voice

21. Personalisation is challenging
• Accessing the right data
• Senior level buy in & investment
• Scaling up

22. Customer
Centricity
WHO
your customers are
WHAT
your
customers
want / need
WHEN
your
customers
need it

23. 1. WHO your customers are…

25. RFM Analysis
eConsultancy - https://econsultancy.com/finding-your-best-customers-with-the-rfm-matrix/

26. of consumers who experienced
personalisation say that it
significantly influenced what
they purchased
(Source: Infosys)
2. WHAT your customers want / need
59% They want…
• relevant offers
• to be remembered
• to feel listened to & understood
• to be in control

27. 80% of consumers like it when emails they receive from retailers
recommend products to them based on previous purchases
(Source: InternetRetailer)
Offer that in your content
Personalised recommendations in email
campaigns and product pages increased
sales by 3.5 percent
(Source: Fresh Relevance)

29. But, be careful…

30. This is the customer’s
‘local’ store….
But it’s over 3 hours away
from their home address
Know when to suppress

31. 3. WHEN they need to be communicated with

32. The Customer Journey
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
Loyalty &
Repeat
Purchase
Reactivation

33. What will help a prospect decide to buy?
Acquisition &
Discovery
Research &
Consideration

34. How can you provide an excellent
purchase experience?
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience

35. REG #
REG #
How can you encourage your customers
back again?
Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
Loyalty &
Repeat
Purchase

36. How can you make them feel special?

37. Acquisition &
Discovery
Research &
Consideration
Purchase &
Experience
Loyalty &
Repeat
Purchase
Reactivation
What will re-engage them?

38. Your customers aren’t just your subscribers

39. 4 steps to create a truly personalised experience
1. Create unified profiles to understand
who customers are
RIGHT PERSON
Continuous
testing & optimisation
2. Create tailored messages for each
(use AI driven technology)
3. Automate the delivery of those
messages
4. Analyse results for ongoing optimisation
RIGHT TIME
RIGHT MESSAGE

40. Use AI to work out the next best action
Offer
Product
Time
Messaging
Design

41. Test, test
and test again

42. “Every email offers an
opportunity to
learn what works,
and what doesn’t,
for your audience.”

43. To make a test worthwhile, ask these questions:
• What do we want to improve? (or prove?)
• What can we change?
• Are the variations different enough?
• Can you re-use the resulting information in other
campaigns?
• How will you measure the outcomes?
Planning for testing

44. SUCCESSFULLY conducting testing
1. Form a hypothesis
“We think that shorter subject lines (under 35 characters) will create a higher
open and click rate than longer subject lines (over 35 characters),
because 85% of our audience open our emails on a mobile device and this is the
length at which subject lines commonly wrap”.

45. Successfully conducting testing
2. Have the right KPIs
3. Perform the test multiple times and with statistical
significance
4. Record results and analyse performance

46. Don’t forget your…
E-telligence
Put the Customer
at the Heart of
Everything that You Do
in All Ways, Always.

47. e-focusmarketing.com/
free-guides/split-test-kit/
Get your free planning kit
e-focusmarketing.com/
etelligence
Want to know more?

48. www.e-focusmarketing.com
kate@e-focusmarketing.com
01689 897 592 / 07938 351 026