Hyper-Personalize Email using Modular Frameworks

eROI · PERFORMANCE IS ART · eROI.COM
Hyper-Personalized Email
using Modular Frameworks
AUGUST 17, 2016

@gripsmoke @phil_herbert
2
1. Learn about “hyper-personalization”
in emails.
2. Structure-based vs Content-based
hyper-personalization
3. Data examples and
code-walkthroughs
THREE BIG THINGS WE’LL COVER

Matt Grantski
DEVELOPMENT LEAD
@gripsmoke
Phil Herbert
STRATEGY LEAD
@phil_herbert
3
#LITMUSLIVE

4
1. Segmentation
2. Personalization
3. Hyper-Personalization
DEFINITIONS
*as told through the magic of
Mean Girls GIFs

6
1. Segmentation
DEFINITIONS
Division of a subscriber
list into groups of users,
based on common
attributes.

8
1. Segmentation
2. Personalization
Using something we know
or assume about a subscriber
to try to make them feel valued.

10
1. Segmentation
2. Personalization
3. Hyper-Personalization
Using what you know about
someone to fundamentally change
their email experience

11
1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
THINGS YOU WILL NEED

1. Good Data
4. A capable ESP
12
Preferences, Product,
and/or Behavioral data.

1. Good Data
4. A capable ESP
13
Backend code work: scripting,
queries, or
heavy data processing

1. Good Data
4. A capable ESP
14
NOT things you can build on the fly.
Make them future proof

1. Good Data
4. A capable ESP
15
...We’ll get to this a bit later

16
BUT, IF YOU HAVE...
IF YOU HAVE…

17
BUT, IF YOU HAVE...
IF YOU HAVE…
Well–Defined Segments
Very Little Product Variation
No Development Resources
The Wrong ESP

18
BUT, IF YOU HAVE...
IF YOU HAVE…
Well–Defined Segments
Very Little Product Variation
No Development Resources
The Wrong ESP
YOU DON’T NEED HYPER-PERSONALIZATION

19
Let’s start with a case study.

21
CHALLENGES
Different product offerings
Facilities that didn’t participate
Different linking structures

22
SOLUTION
A modular template that allowed
for dynamic product switching
based on facility availability.

23
Modular design works
by adding content
in modules that you
can easily rearrange.
Think of it as
content Legos™

24
iCARE CASE STUDY
New
Email Design

25
iCARE CASE STUDY
New
Module Design

26
IN YOY SITE
TRAFFIC
AFTER TWO MONTHS
⬆ 68%
IN REVENUE
PER SEND
⬆ 42%

27
TWO WAYS TO HYPER-PERSONALIZE
1. Structure-based
2. Content-based

1. Structure-based
2. Content based
28
An email is coded with
all possible modules.

29
1. Structure-based
2. Content-based

30
1. Structure based
2. Content-based
Using Data to Swap Content

31
1. Structure based
2. Content-based
Using Data to Swap Content
BONUS! Backend Data Processing

32
THE BRUNCH INDEX
We picked a
Portland brunch
spot based on
your preferences
and our backend
algorithm.

33
MODULAR DESIGN
Weather dependent
background image tells
you the forecast.

34
MODULAR DESIGN
We show you how well
that choice fits your
stated criteria using a
spider graph.

And now, code examples…
35

36
http://eroi.com/litmus
Fill out the short form to see glimpses
of hyper-personalization.

37
First, an example of how the data
might be structured.
Email Address
(KEY)
Fave Mean
Girl
Email
Interest
Web
Interest
Social
Interest
matt@eroi.com Janis Ian Y Y
phil@eroi.com Regina
George
Y Y Y

We can create structure-based
hyper-personalization through
the use of AMPScript.
38

39
AMPScript. Vintage!
So adorable!

40
Setting up your variables
(Subscriber List)
%%[
VAR @meangirl, @email_i, @web_i, @social_i
SET @meangirl = [Mean Girl]
SET @email_i = [Email Interest]
SET @web_i = [Web Interest]
SET @social_i = [Social Interest]
]%%

41
Setting up your variables
(Data Extension)
1 VAR @meangirl
2 SET @rowcount = RowCount(LookUpRows(“DE
NAME”, “SubscriberKey”, SubscriberKey))
3 IF @rowcount > 0 THEN
SET @rows = LookUpRows("DE NAME",
"SubscriberKey", SubscriberKey)
SET @row = ROW(@rows,1)
SET @meangirl = Field(@row, "Mean Girl")
ENDIF

42
%%[IF @email_i == ‘Y’ THEN]%%
<table><tr><td>Special module about email</td></tr></table>
%%[ENDIF]%%
%%[IF @social_i == ‘Y’ THEN]%%
<table><tr><td>Special module about social</td></tr></table>
%%[ENDIF]%%
AMPScript

43
We can also do it in IBM Marketing
Cloud (née Silverpop) through the
use of relational tables and queries
to fetch our information.

44
We can also do it in IBM Marketing
Cloud (née Silverpop) through the
use of relational tables and queries
to fetch our information.

45
A query can fetch subscriber keys
to match with relational tables,
and dynamically bring that data in.
No need for defining any variables!

46
Query in an email
Seasonal Items:
%%RT_LOOKUP_BEGIN query="/Shared/
seasonal_query" max_rows="1" %%
%%RT_ROW_BEGIN%%
<table><tr><td>
....
</td></tr></table>
%%RT_ROW_END%%

47
When evaluating ESPs for Hyper-Personalization,
you’ll want to look for specific features:

48
Structure-based
Dynamic logic inside the email
(AMPScript, Queries)
Content-based
Dynamic personalization from data
tables used creatively in the email

49
Structure-based
Dynamic logic inside the email
(AMPScript, Queries)
Content-based
Dynamic personalization from data
tables used creatively in the email

50
EVALUATING ESPs
How many
permutations
are possible?
Actual Coworker,
Not an Actor ➜

52
Thank you!
@eroi
eroi.com/litmus

Hyper-Personalize Email using Modular Frameworks

Recommended

Recommended

More Related Content

Similar to Hyper-Personalize Email using Modular Frameworks

Similar to Hyper-Personalize Email using Modular Frameworks (20)

Recently uploaded

Recently uploaded (20)

Hyper-Personalize Email using Modular Frameworks