This document discusses how to create a more personalized email marketing experience by understanding customers' interests, behaviors, and contexts. It emphasizes testing different content and delivery approaches in real-time to maximize relevance and value for customers. Examples show how agile email marketing improved key metrics like click-through rates, conversions, and revenue for various companies across the customer lifecycle. The document encourages marketers to innovate email strategies and promote a seamless multi-channel experience for customers.
3. the challenge
How do we take a traditionally one to many channel
and create a one to one experience?
4. know your guest
where are they?
location
what are they
interested in?
how & when do
they engage?
work/home
preferences
open rates
mobile/desktop
click maps
time zone
purchase history
click rates
frequency of visit in
store/online
feedback
reviews
5. be relevant
what is the message?
transactional, welcome, promotional, en
gagement, announcement
why is it relevant to the
guest?
how do you deliver it?
device, time of day, triggered
message, cadence, dynamic content
7. value guests time
do you have something
worth saying?
where are you telling it?
is it convenient?
8. use innovation, challenge the status quo and
evolve how things are done
who’s doing it well?
what technology is available?
does it make sense to my business?
how can you flip it on it’s head?
10. EMAIL MARKETING AS USUAL ISN’T WORKING
OPEN RATES SINCE 2007
34 %
CLICK-THROUGH RATES SINCE 2007
28 %
Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012
11. CONSUMERS AREN’T WHERE THEY
USED TO BE
38 %
Movable Ink, US Consumer Device Preference Report: Q2 2013
62 %
15. AGILE MARKETERS ARE…
Faster
Less planning time
Experiment freely
Deploy 5 – 10 times
more campaigns per year
Smarter
Measurable
Adaptive content
Live content
Rules based
Optimized in real-time
Aligned on broader goals
Go beyond clicks and
opens
Test, refine, repeat
Background: Each year, Finish Line runs an email marketingcampaign to promote the merchandise of the “Final Four” teams in the NCAA Men’s Division 1 Basketball Championship (also known as “March Madness”).Challenge: Last year, Finish Line sent out a single email to its most engaged subscribers that showed merchandise for all four of the Final Four teams. This year, Finish Line wanted to send more personalized Final Four emails showing apparel related to each subscriber’s closest team, but without having to spend too much timesifting through large data sets of address information.Idea:Target recipients close to each of the Final Fourcollege campuses in real-time.Campaign:Finish Line leveraged Movable Ink’s Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100-mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time. Result:Finish Line saw an 80% increase in click-through rates compared to its “Final Four” campaign the previous year. Customer Quote:“Movable Ink allowed us to tailor email contentin real-time. Our subscribers were much more likely to see apparel related to their favorite team, which proved to be more effective than using a generic display.” – Aaron Buchanan, Email Marketing Manager
Social Proof: Facebook in EmailBonobos tested two version of an email campaign: one with only the “A Burst of Fall Colors” creative (on the left), and another that included real-time social proof from Facebook (on the right). In the version on the right, email recipients were able to see how the Bonobos style guides were answering customer’s fashion-related questions on the Bonobos Facebook page.Including this element of social proof paid off– Bonobos saw an 8% increase in average order volume in the email version that included the live Facebook feed.