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Five Ways To Increase Email Engagement With Mobile Behavioral Data


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Five Ways To Increase Email Engagement With Mobile Behavioral Data

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The majority of emails are now being opened on mobile devices but many brands are still using strategies for a desktop world. This presentation from Kahuna and Yummly provides actionable strategies for evolving your email marketing to win in the mobile era.

The majority of emails are now being opened on mobile devices but many brands are still using strategies for a desktop world. This presentation from Kahuna and Yummly provides actionable strategies for evolving your email marketing to win in the mobile era.


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Five Ways To Increase Email Engagement With Mobile Behavioral Data

  1. 1. Five Ways To Increase Email Engagement With Mobile Behavioral Data
  2. 2. Doug Roberge Strategic Services Kahuna Brian Witlin COO Yummly
  3. 3. Housekeeping • Webinar will be recorded and emailed out • Have a question during the webinar? - Ask us via the comments box - Q&A time at end of webinar • Let’s get social! Tweet us @Kahuna & @Yummly
  4. 4. Agenda - Email Today: The Good, The Bad, The Ugly - Five Ways To Use Mobile Behavioral Data To Improve Email Results - The Role Of Email In A Cross-channel Messaging Strategy
  5. 5. Email Today: The Good, The Bad, The Ugly
  6. 6. The good news: Mobile has enabled email to reach customers anytime and anywhere 70%of emails are opened on mobile devices Source: Kahuna customers who opted into benchmarking
  7. 7. The good news: Customer sentiment around email is improving “I receive too many email offers and promotions” (percent agreeing) 49% 39% 2010 2014 Base: US online adults (18+) Sources: Forrester’s North American Consumer Technographics Online Benchmark Survey (Part 2), 2014 Forrester’s North American Technographics Omnibus Survey, Q1 2010
  8. 8. The bad news: You can’t predict where your message will be seen Source: Gartner (June 2014) 269 276 261 206 256 320 1806 1863 1946 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2013 2014 2015 PCs Tablets Mobile phones (in millions) Tablet sales overtake PC sales Worldwide Device Shipments, 2013 - 2015
  9. 9. The bad news: You can’t predict where your message will be seen Source: Gartner (June 2014) 269 276 261 206 256 320 1806 1863 1946 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2013 2014 2015 PCs Tablets Mobile phones (in millions) Tablet sales overtake PC sales Worldwide Device Shipments, 2013 - 2015 Yet, only 42% of marketers are regularly using responsive email templates
  10. 10. The bad news: Many customers delete promotional emails without reading them 42%delete promotional email without reading it Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
  11. 11. The bad news: The old approach is generating diminishing returns Emails sent from businesses to consumers are up 14% since 2013 Email click-to-open rates are down 25% since 2013 Source: eMarketer
  12. 12. The Ugly: Optimization tools are noticeably absent 7%of customers agree that email offers are well timed with their needs Only Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
  13. 13. 5 Ways To Use Mobile Behavioral Data To Improve Email Results
  14. 14. Mobile has fundamentally changed customer expectations Immediate Simple Contextual
  15. 15. 1) Use cross-channel behavior patterns ✗ Push opt in ✗ Engaged ✓ Email verified ✓ FB connected ✗ Push opt in ✗ Engaged ✗ Email verified ✓ FB connected ✓ Push opt in ✓ Engaged ✓ Email verified ✓ FB connected Most likely to read articles on mobile app Most likely to add to cart on mobile web Uses app to browse; buys in person
  16. 16. Yummly supports users across channels
  17. 17. Yummly drives new user conversion with its automated onboarding program “Recipe” for effective onboarding: Results: Increased new user conversion by 13x
  18. 18. 2) Individually personalize the content Personalization made easy. Simply pair merge tags with Kahuna- recorded attribute & event data.
  19. 19. Yummly’s personalized recommendations get noticed
  20. 20. 3) Optimize for best performing copy 12x conversion rate on best performing copy 87%+ distribution of that copy, automatically, using RevIQ A B
  21. 21. Yummly saw massive increases with minor language changes
  22. 22. 4) Time it right
  23. 23. 4) Time it right PREFERRED TIME OF DAY %OFUSERS 8 PM4 PM12 NOON8 AM4 AM12 AM 10.5% 7.5% 4.5% 1.5% 10 PM 12 PM
  24. 24. Yummly tracks app opens to determine the best time to engage
  25. 25. User action/ System action API call Message triggered 5) Trigger campaigns programmatically
  26. 26. User action/ System action API call Message triggered 5) Trigger campaigns programmatically Immediately Within an hour 4 hours OPTIMALLY Same-day OPTIMALLY One week OPTIMALLY
  27. 27. A rules-based approach helps Yummly scale its email programs ”Yum” a recipe Add all ingredients to cart Purchase
  28. 28. ”Yum” a recipe Add all ingredients to cart Purchase A rules-based approach helps Yummly scale its email programs
  29. 29. Email’s Role In A Cross-Channel Messaging Strategy
  30. 30. Email has a large reach, regardless of the customer’s device of choice PC Mobile Tablet Wearables Email Push In-app Social
  31. 31. Omnichannel Customer Understanding Push In-App Email Facebook Brands must be able to effectively engage users where they are
  32. 32. Brands must be able to effectively engage users where they are Omnichannel Customer Understanding Push In-App Email Facebook Every customer is different and will have different preferences on how they want to be communicated with
  33. 33. How do you decide which to use? Push In-app Email Facebook Consider: • Goal • Message Content • Channel Availability • Response Rate • Timing
  34. 34. When to Use Email Push In-app Email FB Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive is (e.g., refinancing a loan) the better suited a message is to email. Message: Longer, more content heavy messages. Availability: All users opted in to receiving email. Response Rate: Low Timing: Non-immediate
  35. 35. When to use Push Push In-App Email Facebook Goal: Bring users back into the app and incentivize action Message: Short, simple with a specific call to action Availability: Can only be sent to users who have downloaded the app and are opted in to push Response Rate: High Timing: Immediate
  36. 36. When to Use In-App Push In-app Email Facebook Goal: In-app messages are best used to help guide a user through the app experience. Message: Shorter than email, longer than push (depends on in-app template used – full page, banner, standard etc.) Availability: In-app messages can be sent to anyone with the app open. Response Rate: High Timing: Immediate (when the user is in the app).
  37. 37. When to Use Facebook Ads Push In-app Email FB Goal: Best used for campaign goals that you’ve seen success with from Facebook ads Message: Short, ad format Availability: Any users who have connected their Facebook profile to your app or verified email address Response Rate: Low Timing: Non-immediate
  38. 38. Recommendations from
  39. 39. Recommendations • Make sure your emails support the platform your customer is on. Email can be viewed anywhere. Consider deferred deep link solutions and drive people to applications (if it makes sense). • Think about the user experience as a lifecycle. Don’t send welcome emails right when someone signs up (they are still in your app). Consider sending emails that introduce features that are highly engaging, and have not been seen by a cohort. • Be as personal and contextual as possible.
  40. 40. Questions?
  41. 41. Let’s stay in touch +1.844.465.2486 To learn more visit KAHUNA.COM

Notas del editor

  • Thanks everyone for joining today! Email has always been a topic of interest for me – not only because I use and rely on it so heavily, but also because – from talking to companies in verticals across the board – I know how effective this medium can be when done right. That’s where we’ll be focusing our attention today!

    In today’s session I am going to cover what’s going on in email today – the good, the bad, and the ugly.

    Five ways to use behavioral data – from your mobile app or web experiences – to improve email results

    The role of email in a cross-channel messaging strategy – and how it jives with other communication channels like push, in-app and social messaging

    And, finally, Brian, will wrap it all up with some recommendations based on his experience!
  • So, the good, the bad and the ugly of email today.
  • The mobile-first era has ushered in new opportunities and responsibilities for brands.

    Whether through email, push notifications, or in-app messages, it’s easier than ever to reach customers – anytime, anywhere.

    Already, within Kahuna’s customer base, we’re seeing that 70% of the emails we deliver are opened on mobile devices. Now, it is important to note here, that we work with some incredibly mobile savvy customers – some who operate primarily via an app, so this is a bit higher than some other industry statistics I’ve seen. But, across multiple sources, companies and analysts alike are seeing mobile email open rates well north of 50%.

    Brain – Yummly – interested to hear your take on this trend? Is yummly seeing a lot of email being opened on mobile devices?
  • Another piece of good news for all of your email marketers out there is that consumer attitudes toward email are – and rather surprisingly I might add – becoming more positive! Data from Forrester Research suggests that customers, overall, are becoming less concerned about email volume. 

    In 2010, 49% of US online consumers claimed they received too many email offers and promotions. Today, this number has dropped to 39%. Additionally, only 12% of online consumers currently have a separate email account just for receiving email ads…
  • It’s not all golden for email today, though, … when looking at the massive amount of data out there, all the “good news” items seem to along with a side of added complexity.

    We’re seeing a massive shift in the devices that consumers are purchasing… Tablet sales for the first time in 2015 will out pace PC sales. Mobile device shipments are through the roof – at about 1.9+ billion per year. And, Gartner is actually forecasting declining PC sales from 2014 to 2015. The data is really telling us – loud and clear if it wasn’t already!! --- that we can’t assume that an email will only be opened on a PC. Today, not supporting mobile users and sending them to an experience that isn’t optimized for their device – is just about the worst customer experience you can deliver. And it bet, if they could deal with shrinking and squeezing their screen to find that little unsubscribe button, any user who had that experience probably would!! Or, at the very least, they’d think twice before clicking on your emails again.

    So, while mobile devices allow email to reach users anytime, anywhere… marketers can’t as easily predict what devices their email content will be viewed on and therefore have to support multiple display sizes…

    For me personally, I read email everywhere – my phone, my kindle fire, my computer… and I’m sure many of you in the audience are the same exact way.

    Brian – how has this manifested at Yummly? Are you seeing a different trend within your customer base or are you seeing something similar?

  • Yet, despite this very clear data, …
    …still many marketers are not using responsive email templates… or templates that will sense a user’s screen size, and automatically render at that right size. Despite the fact that more people use their smartphones to read emails than to make phone calls, only 42% of marketers are using responsive design to ensure that recipients can access email communications across mobile and non-mobile devices.

    And, I’ll add on top of that, according to data published by BizReport, responsive emails generate a click to open ratio that is 21% higher than non-responsive templates.

    Source: Lionbridge
  • Another piece of bad news for marketers is that many customers, despite their improved sentiment around email, still report deleting promotional email without ever reading it…. Nearly half of consumers say they do this, and I have to say I’m occasionally guilty of this too… unless there is a particularly snappy or personalized title, I’m likely to gloss right over the email that is constantly piling up in my inbox… followed by a massive delete or archive at the end of the month.
  • This data from eMarketer, I think, sums up the macro shift we’re seeing nicely. Since 2013, the number of emails sent from businesses to consumers increased by 14%, yet, the email click-to-open ratio has dropped 25% in that same timeframe. Meaning, the declining effectiveness of email encouraged results-driven marketers to … send more emails…you probably see this trend in your personal inbox, daily…. Maybe your inbox looks like the one captured here on the slide (that’s a scary thought).

    Simply put, the old approach is driving diminishing returns for marketers…

    With Google’s priority inbox limiting promotional email visibility and a consumer base that’s more often than not, only signing up for email to receive discounts – the old standby communication channel… really… is in need of a bit of a facelift.

  • Only 7% of customers agree that email offers are well timed with their needs. 7%. Email optimization tools for email are noticeably absent.

    This tells me that relevance – which has been talked about for ages in relation to email --- is still a huge challenge for email marketers today… This is also what I’m most looking forward to see change over the next couple years… emails the provide more relevant recommendations, when I want to see them.

    Brian, I know at Yummly you’ve done a lot of work to better understand your users… with message timing as a key part of that…
  • Mobile has become the primary engagement channel for companies and the consumers they serve – you’ve heard the numbers…. there’s billions of smartphones globally; 85 billion apps downloaded to date; high email open rates on these devices….

    Consumers are using mobile devices to interact with brands at anytime, anywhere – which has led to an increased number of interactions throughout the life cycle of a consumer’s relationship with a business, from early awareness to long-term retention. The static, predictable customer journey of the past is no longer relevant… the new customer journey we’re seeing is fragmented and complex. Combine mobile behaviours with interactions on desktop, tablets, and wearable devices, and companies are faced with customers that are more difficult to engage than ever before. This new generation of hyper-connected consumers isn’t satisfied with the status quo— they demand a new level of personal attention…. YES, even via email

    We see that customer expect:
  • Consumers expect:
    Immediacy -- anywhere anytime access to information and services. It gives them the confidence and control they need to make decisions and manage their lives. It also lets them succomb to those impulse buys. Stats released by google say that more than 70% of mobile purchases are actually unplanned by the consumer.
    Simplicity -- Consumers are task-oriented on their mobile device; therefore, they expect simplicity. If they choose to upgrade to a paid subscription, the process has to be frictionless.
    And, finally, context: Mobile phones are personal devices offering phenomenal personalization capabilities. Companies must understand their user’s past behavior and interests BEFORE being able to effectively serve them.

    Brain -- As a mobile design expect, I’m interested to hear your take on how mobile has changed customer needs and how you work that into your overall design.
  • I’ve mentioned it already -- Your users are interacting with your brand across channels thru multiple devices, and what we’ve heard from our customers is that it hard to appropriately message and personalize when they don’t have the full picture of the customer… in one spot.

    Kahuna starts by tracking every one of your customers -- who they are, what they do, and what they like -- and unifying that behavior and preferences across mobile, web and multiple devices. This gives you a complete understanding of every person the minute you begin sending messages. This is the cornerstone of sending email that drives better engagement and revenue– real-time, person-level understanding.

    Companies need to make sure that each tag on a user – for example, for things like, location or last item viewed – are constantly refreshed as new data comes in from any channel and made instantly available to run campaigns off of. For example, without dynamic tagging, companies trying to message me would think that I still lives in Boston… whereas a company that employs dynamic tagging would realize that I now live in San Francisco… and, oh yeah, I no longer have a strong interest in down winter coats.

    Understanding, also, where the use CAN, in fact, be reached is also an important data point in an effective email – and more broadly – overall engagement strategy

  • The next way to use behavioural data is to dynamically personalize the content that’s delivered – both the subject line and the content in the email. Kahuna enables our customers to do this by using that channel behavioural data we just discussed, to pull in data via merge tags that exist within your email template. For example, in the template above that was pulled from our demo environment – users can add in personalized elements like Last item added to cart, first name, location, etc. to deliver personalized messages to each user.

    Adding elements like these – especially in the subject line where it’s critically important to grab a user’s attention helps your message get noticed in your customer’s overly crowded inbox. Data shows that personalized email subject lines are 5 to 7 times more likely to get opened than generic, un-personalized ones. This simple step could have a very big impact on your email program performance, and your bottom line with the downstream actions that may occur.
  • Third – optimize for the best performing copy. Optimization was noticeably absent when we looked at trend data from Forrester. Content optimization, via A to E testing, is just one way to improve the results of email campaigns, without a lot of heavy lifting or manual number crunching on your end.… I’ll cover the other two next –

    With the Kahuna platform, marketers can set up A to E tests from all email campaigns – meaning, you’ll be able to test 5 different message variants in addition to a control group. The control group ensures that the results we’re seeing are real – by comparing actions of users that have and have not been messaged.

    What Kahuna will then do, once it sees the data start flowing in, is optimize so that the best performing copy is seen by more of your customers. The platform uses machine learning to consider which message is performing best in terms of overall engagement and goal completion.

    As you’ll see from the results on the slide – from Kahuna customer Listia – message A preformed much better than Message B, significantly – with 12x more conversions -- so, understanding and reacting to that information, Kahuna was able to deliver more of message A – 87% -- and less of message B – which was delivered to only 7% of the people who qualified for that campaign.

    As a marketers – think about how valuable that is… without machine learning, a marketer may have to wait weeks before they were able to crunch the numbers and generate statistically significant results, and during that time, they would be missing out on all the extra conversions – or whatever goal they had set up --- that would have otherwise been completed.
  • Number 4 is to make sure to time the messages right. This is another form of optimization – and it enable marketers to reach customers when they’re most likely to be engaged.

    Marketers must understand each individual user's behavior patterns and have a system that can tune and deliver messages to each individual at the right time. This is what we call SendOptimally. How we do it is, in the backend of the platform, we track a user’s interaction across all channels to understand when and where they are likely to be engaged. We also, in that map, mark the time and channel where users are completing key actions –like make a purchase, read an article, book a flight etc. As an example, if a retailer knows that a user is more likely to purchase on their tablet at night, they should deliver a messages at that time to maximize the likelihood of that positive result. Each user will be unique in this regard, some may more often engage with your brand or email campaigns at night, while others are more likely to engage in the morning. Having a system that tracks this and can automatically deliver messages at that time dramatically increases the likelihood of driving that end goal.

    Obviously, doing this at scale for thousands or million of users is impossible. To scale it, marketers will need to apply machine learning to accurately automate this process.
  • Looking at the alternative – sending a message based on timezone or the aggregate preferred time of day, you can’t expect the same results – the data tells us this.

    If we look at the data aggregated across tens of millions of users we can see that the optimal time is 10 PM. But the challenge is that that ideal send time hits about about 10% of yours users at the time they’d prefer, which means that you’re missing about 90%; using that strategy, you’re serving only a small portion of your user base well. The other 90% of messages send may never be seen or engaged. These are the folks who miss your emails…. They get buried in a stack of other promotional emails and lost in the shuffle.

    To better the odds of getting your message seen – hedge your bets – deliver it when the customer is most likely to engage.
  • The last way you can use behavioral data to engage more effectively via email is to have a system in place that can automatically trigger messages when an event happens – either customer driven or system driven – and layer personalization & optimization onto that. So, for example, if a user does a specific event – like fills out a help form – or a system sends an event – like a payment has been made – our Adaptive API will be called and automatically add that user to the campaign – which will then trigger the message.

    So, to give a real life example, say… if a user’s package is shipping and will arrive in 6 days…a system action – you can use Kahuna’s adaptive API to have that user added to the “packaged shipped” campaign, let’s call it. But, while that message is important, it’s not urgent…. So….
  • We can layer on some time based optimization. You can set up those triggered messages to send optimally over the course of 4 hours, in the same day or in the same week. For this example – a package shipment alert -- same day seems like the right answer, because we wouldn’t want the message to arrive after the package was already delivered. The kahuna platform would then automatically deliver it at the time during that window when the user was most likely to actually see it and be able to engage with it. Of course, you would also have the option to send out messages immediately if needed.

    Beyond delivering a message when the user was most likely to see it, we’ve also heard a number of Kahuna customers like to use send optimally to control the flow of people into the web or app experience. If you send a very hot promotion, for example, and a massive influx of people log in all at the same time, it might strain and slow your system. Whereas, if you use send optimally an added bonus is that it controls the flow of people into your experience
  • Now that we have discussed the five ways to use behavioral data to drive more impact messages – let’s quickly look at email’s role in a cross-channel messaging strategy.
  • The benefit of email – especially in this mobile world – is that it’s got great reach. It can be interacted with anywhere the user is able to log into their email – so almost all digital platforms. While push and in-app also have good reach, they are limited by the need for an application to also be present.
  • <launch second poll question>
    Before we dive into it, I want to poll the audience again on whether or not you’ve integarted email with mobile messaging channels. You’ll se e

    Engagement is channel agnostic, and messaging can act as the connection point… adopting an integrated messaging approach is thread that can tie your customer communication strategy all together.  

    At Kahuna, when we think about designing an messaging strategy to support our customer’s customers omnichannel behaviors, we first and foremost, need to understand the customer journey and how each of the channels fits in. With the number of devices and cross-channel touches that take place throughout the day...this “journey” will get very complex.  A user may engage with you on their way to work on their mobile phone, then again while their on their PC at lunch, stop by a physical location after work, and finally, engage again on their tablet at home after a long day.

    What also complicated the matter is that, each user may only be able to be communicated in certain channels. Some users will be unsubscribed to email, others opted out of push.
  • This data needs to be clear and exposed– and shared across the system that powers push, in-app and email will be critically important – because you want to communicate with you customers, but you don’t want to OVER-communicate with them. Spamming the same message in slightly different variations is a bad experience.

    Marketers can use this data to make sure that doesn’t happen either through availability-based segmentation -- for example, setting up a segment for push that is “email opted out” or vice versa – or having the kahuna system automatically decide for you, prioritizing the channels for customer that have the best historical response rate and channel availability.
  • So – if you want to create campaigns for a specific channel, how do you decide what delivery mechanism is best suited for it?

    Marketers should consider:
    --first, the goal they are trying to drive. Is it to view an article? Refinance a home loan? Consider the complexity of the action you want to drive before selecting the message type.
    -- next – message content. How much or how little do you want to share? Push is limited in characters, so for bigger announcements or things that need directions –email or in-app should be your go to
    -- Channel availability – simply put, is the audience appropriate for the message
    -- response rate – do you need a customer to respond right away? Is it a time bound offer? Consider push. If it’s not extremely time sensitive, email is a good option.
    -- and lastly, timing – how quickly do you want the user to see this message.
  • So for email,

    It’s great, because the message you send can drive goals in any channel. As mentioned, the more complicated the action, the more likely you want to use email. It can support longer form content with branded design, available to all users that have opted in, has a lower response rate than push or in-app, and is ideal for non-immediate needs.
  • For push,

    It’s sweet spot really is to bring users back into the app and incentivize action. The messages are short – typically less than 160 characters (and, the shorter then better based on the response rate we’ve seen from our customer’s customers). It can be send to all app users who have opted in, has a high response rate and is immediate – meaning it’s push directly to the users phone and is harder to miss.
  • For in –app –

    The goal is typically to guide users through the app experience. Messages are shorter than email, but can be longer than push depending on the template used – full page, banner, standard etc. It’s, again, similar to push in that it requires the user to have an app – hence the name -- , but, unlike push, it doesn’t require any opt in. It’s got a very high response rate, in that it is impossible to ignore while the user is in the app, and it’s immediate top an extent – as it requires the user to be in the actual application before it’s delivered.
  • Lastly, social – specifically Facebook ads…

    This is a bit different than the other three I just mentioned… what Kahuna does here is use the rich customer data we’ve collected to run ads on Facebook either to your audience (as a retention tool) or to a lookalike audience (as a retention tool).

    It’s best suited for campaigns that you’ve seen prior success with on Facebook, the message format is short – a typical Facebook ad format, it’s available to users who have connected their Facebook profile in your app or on your website, or who has shared an email address with you. The response rates are lower than push and in-app and comparable to email and it’s non-immediate. The user would only see it when on Facebook.

    It’s a complicated mix – each messaging channel having different nuances – but it’s important that each of them work in tandem to deliver the best possible experience of your users.

  • The last section in today’s session is metrics – and ive put this last because, after adding in all that behavioral data and creating an engagement scheme that marries email with it’s mobile messaging counterparts, you need to be able to accurately quantify the results it’s driving! And that may mean adding some new metrics to the tried and true ones you’ve been using in the past.
  • And with that, I’ll open it up for questions.
  • We’re driving similar results for hundreds of other brands, including these folks on the screen.