Emails power to drive conversions at the bottom of the funnel is not in dispute, but used in the right way, email can also be used to raise brand awareness and shape consumer behavior at the top of the funnel. Brands marketers need to consider the power of email at both ends of the marketing funnel, particularly if they want to exploit the dominance of mobile devices This webinar shows how true engagement is driven by reach and frequency and how personalization is the key to achieving success and why true personalization can only be achieved by automating your email campaigns using the latest generation tools provided by ESPs and more specialist solution providers. In this session, you'll learn: - How to develop a long term content strategy - Using Master Template(s) - automating content management - Trigger programs - automating the lifecycle - 3rd party tools – filling the gaps - Using the right KPI’s - Virtual Testing

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Thursday 28th May 2015 16.00 BST
Deal Quist, CEO, Alchemy Worx
Stop segmenting start personalizing!
dela@alchemyworx.com
uk.linkedin.com/in/delaquist
@delaquist & @alchemyworx

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Tweeting?
#CIQSUMMIT
@delaquist
@AlchemyWorx
@cloudiqapps
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Questions?
We’ll be having a Q&A after Dela has finished
presenting.
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Want to view the recorded webinar?
Please click here
to watch now

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• 10+ years experience digital marketing B2B
and B2C in retail and travel
• Marketing Manager at cloud.IQ
• cloud.IQ – cart recovery and conversion
technology
• Increase revenue with our conversion tools
Your host
Lotty Cumming
lotty.cumming@cloud-iq.com
@cloudiqapps

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• Founder and CEO of Alchemy Worx - world’s
largest digital agency with a 100% focus on email
• Clients inc. Tesco, Aviva & Carphone Warehouse
• 25,000 hours thinking about email
• International speaker on all matters email
• Member of UK DMA's Email Marketing Council
and integral to many other recognised industry
bodies including IAB and FAST.
Your speaker

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Deal Quist, CEO, Alchemy Worx
Stop segmenting start personalizing!

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Why You Should Listen To Me?
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On The Other Hand……
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10. It’s About The Address!
Anyone Without An Email Address Is The Digital
Equivalent of Homeless
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Email Delivers More Interactions Than Any Other Channel

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How We Make Decisions
System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely
carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a
marvel, with some flaws
System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.
If I say 2 plus 2, a number comes to your mind. That is System 1 working.
You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.
If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be
investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.
Thinking, Fast and Slow - By Daniel Kahneman

14. Current thinking - Assumes all decision making in
rational and conscious
In future – We will recognise the importance of influence
and subconscious decision making

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Email Whether Personal Or work Related Is Everywhere

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Up Close, Personal & High Impact

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Familiarity Builds Trust

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Familiarity Builds Trust

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Email Is Also About The Top Of the Funnel

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When It Comes To The Individual How Valuable Are Predictions

21. Most segmentation delivers poor
results

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Marketo study: Effect of segmentation on engagement

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Alchemy Worx study: Effect of segmentation on open rates
Featuring data from eDatasource panel and Touchstone

24. Personalization delivers results
because it delivers:
Reach Frequency AND Relevance

25. Customers now expect
highly personalised experiences
But 1:1 personalisation is a
big challenge for marketers

26. Without automation true personalisation
is not a viable proposition

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And you need the right platform…
…Latest version required

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To automate design
you need…
…a portfolio of easily
personalised designs

29. Responsive Master Template - quickly create a
range of commercial and triggered emails that are
highly relevant
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30. …a dynamic predictive
content library
For truly
Personalised Content
you need…

31. Dynamic
content library
Month Content type Where? Title/Description Content Format Action required Ownership Status
Car F, F2
Common myths and driving
misconceptions
Landing Page Reuse (see link) AW - Dan H Pending
Home F, F2
Concerned about unexpected
repair costs?
Landing Page New article AW - Dan H In Progress
Health 1 - medical F Healthchat - diabetes Landing Page New article AW - Jenny B In Progress
Health 2 - lifestyle F2 Feeling 'Appy? Stress apps Landing Page New article AW - Dan H In Progress
Travel F2 Our verdict on the top 10 beaches Landing Page Reuse (see link) Aviva - Sue Assigned
Life F, F2 Planning for the future Landing Page Video Aviva - Sue Assigned
Topical 1 - Health T
NHS introduces new breast
cancer screening option
Report synopsis New article AW - Jenny B In Progress
Topical 2 - Money T
2014 Budget: How will your
retirement plans change?
Landing Page New article AW - Nat L In Progress
Topical 3 - Home T Flooding advice Landing Page Re-use (see link) AW - Dan H In Progress
Niche - Pet F2
How pets benefit a child's
development
Landing Page New article AW - Nat L On Hold
Competition 1 C
Win a pair of tickets to Aviva
Premiership Rugby Match
Email Refresh (see link) Aviva - Sue Pending
Competition 2 C
Give your children the opportunity
to train like a professional
footballer
Email Refresh (see link) Aviva - Sue Assigned
Advantages 1 A
Red Driving School - 2 lessons for
price of 1
Email Refresh (see link) AW - Nat L In Progress
Advantages 2 A
National Tyres and Autocare - 50%
off MOT
Email Refresh (see link) AW - Nat L In Progress
Advantages 3 A Gilbert Rugby - Save 25% Email Refresh (see link) AW - Nat L In Progress
Advantages 4 A eFlorist - Save 20% off flowers Email Refresh (see link) AW - Nat L In Progress
Product - Health P My Health Counts Email Re-use (see link) AW - Dan H In Progress
Product - Car P Aviva Drive App Email Re-use (see link) AW - Tim D In Progress
Product - Life P
Test Your Knowledge: Retirement
Planning
Email Re-use (see link) AW - Tim D In Progress
Extra 1 - brand E1 Railway Children Email Update (see link) AW - Nat L Pending
Extra 1 - brand E1
Brighton Marathon - Breast
Cancer Awareness
Email New AW - Dan H Pending
Extra 2 - offer E2 Refer-a-friend Email Re-use (see link) AW - Nat L In Progress
EXTRAS
APRIL
Deployment:
30/03/2014
PRIMARYCONTENTCOMP/ADVANTAGES
Dynamic Content Library
Content
Structure
Customer 1 Customer 2
A dynamic content library filters through a goals-driven
structure to produce highly personalised content
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True
personalisation
isn’t content
personalised to the
segment…
… it’s content
personalised
to the customer

33. Customer-centric intelligence…

34. Powerful analytics to find the right insight
and implement the relevant strategy
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Automating optimisation
requires... …productivity
enhancing tools

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Subject Line A/B testing using Touchstone
www.subjectlinegold.com

37. Touchstone: virtual testing real results
www.subjectlinegold.comhosted by

38. ImageWIZZ: highly personalized images
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3rd parties can fill in the gaps

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Automated email programs can also be works of art
Welcome Conversion Milestone Triggers Lapsed

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Want To Automate And Need Help?
• Maximize automation capabilities of your ESP
• Build Device Responsive Master Templates or Library
• Create Predictive Dynamic Content Repository
• Custom Reporting
• Virtual A/B Subject Line Testing
Contact us: get-the-tao@alchemyworx.com

43. Most popular articles:
The uncomfortable truth about segmentation
FIVE reasons why open reach will revolutionise your email
marketing
http://bit.ly/1KzdOKG
http://bit.ly/1g4VGe7
Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm
How to create emails that sell – even unopened http://bit.ly/1jGjbtI
Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ
Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs
Further reading
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Q&A

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UP NEXT:
How to Create Campaigns That Actually Convert
Using Conversion-Centered Design
Thursday 28th May 2015 17.00 BST
Oli Gardner, Co-Founder, Unbounce

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Thanks for attending!