Creating Personalized Email Experiences

Modern Email Marketing

Today:• Understanding Nature of Today’s Email• Understanding What’s Possible• Why Go Personal• Examples

Email as a MediumPersonal Communication

• Inbox Placement• Personal Screen Space• Agreed to Receive Your

Email!!!!• Perception of Privacy

How Email Works:-Why It’s So Complicated-No standards for email client

-different rules for sizes-different rules for fonts -different rules for images

Multiple ESPs with different rulesReference:http://www.howtogeek.com/56002/htg-explains-how-does-email-work/

How the Web Works:-Why It’s Easier-Open standards accepted by all

Reference:web.stanford.edu

Gates:• Access to Internet on All Ends• ESP Rules for Routing• Your Org’s Network Gates• Your Org’s Email Spam Filters• Your Email Client Browser• Your Email Client Browser

Settings

Getting to a Website

Getting an Email

Conclusion of Email• Someone who has said “Yes! I want your email!” needs to be treated in a very

precious manner

• If you think email is simple, you’re either that sophisticated or that unaware

• Email that gets into the inbox needs to get opened because look how hard you worked to get it there!!

Bottom Line it for Me• Fact: Email isn’t easy. Email is a skilled art/science

• Fact: Email takes a lot of time to do manually for creation, testing & distribution

• Reality: Email use and perception have changed with social/web

• Reality: Mobile reading on email increases intimacy aspect of email as a medium

• Reality: Most associations don’t have dedicated email marketers

• Business Need: Desire to continue to sell through email and provide member benefits that translate to high engagement

Anatomy of an Email NewsletterWhat Are the Component Parts

• Header Image/Logo• First Name• Date• Content• Ads

• Sponsored Content• Ads• Content

• Job Listings• Event Listings• Product Listings

• Footer Info• More images• Unsubscribe• Update Your Preferences

Anatomy of an Email NewsletterFrom a Personalization Standpoint

• Header Image/Logo• First Name• Date• Content• Ads

• Sponsored Content• Ads• Content

• Job Listings• Event Listings• Product Listings

• Footer Info• More images• Unsubscribe• Update Your Preferences

Rethink the EPCNot Just for Compliance, but a Key Driver of Personalization

• Footer Info• More images• Unsubscribe• Update Your Preferences

Key Personalization Input:

• Email Subscriptions• Frequency• Topics• Demographics• Day of Week• Time of Week• Areas of Interest

Other Personalization Drivers• Website Activity• Member Profile Data• Social Media Data• Event Registrations• Purchase Transactions• Committee Roles• Social Community Activity• Any Digital Data that Adds to their Digital Footprint

Rise of Email Personalization

Email Now

Rise of Automation: Top Trend• Let technology do the work• Let staff do the thinking• Personalization Trend

• Individual Email Sends: Use drip campaigns for personal emails that are in context with what the user is actually doing

• “Blast” Email Sends: Use email automation capabilities to deliver hyper-personalized emails en masse

ICE Emails:(Intelligent Contextual Email)

• Member profile-driven• Event-specific• Based on additional logic

e.g. zip code location• Cross-sell & upsell

ICE Emails:(Intelligent Contextual Email)

• Curated content• Content for all• Ability to interact

ICE Emails:(Intelligent Contextual Email)

• Member profile-driven• Event-specific offers• Interactive• User-driven

Don’t Dare to DreamGet to the Dream

First_name=JillianGender = femaleAge = 34

Searched = watches, next dayBrowsed = best sellersViewed blog = 5

Last purchase = 3 months

List = High LTV

Event Data for Personalized Content

Intelligent ContentEvent Data for Personalized Content

Last Browsed

Last Browsed

31

Personalized Experiences

32

Personalized Experiences

33

Personalized Promotional Content

34

Personalized Promotional Content

OPEN RATES

REVENUE

CLICK RATES

5X 3X

3X

36

Cordial Experiments

37

Cordial Experiments

38

Cordial Event Analytics

39

Cordial Event Analytics

Whew! Summary• Email is VERY viable as a channel, but you need to understand how to

use the medium in today’s world• Consider email personalization projects that are based on automation

and built for you to run without you• Consider all the data you have about your

members/prospects/customers and what you could do with that info if you have it!