five ways to increase email engagement with mobile behavioral data
TRANSCRIPT
Five Ways To Increase Email Engagement With Mobile
Behavioral Data
Doug RobergeStrategic Services
Kahuna
Brian WitlinCOO
Yummly
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
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
Email Today: The Good, The Bad, The Ugly
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
The good news: Customer sentiment around email is improving
“I receive too many email offers and promotions”(percent agreeing)
2010 2014
49%
39%
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
The bad news: You can’t predict where your message will be seen
Source: Gartner (June 2014)
2013 2014 20150
200400600800
100012001400160018002000
269 276
261206 256
320
1806 1863 1946
PCs Tablets Mobile phones
(in millions)
Tablet sales overtake PC sales
Worldwide Device Shipments, 2013 - 2015
The bad news: You can’t predict where your message will be seen
Source: Gartner (June 2014)
2013 2014 20150
200400600800
100012001400160018002000
269 276
261206 256
320
1806 1863 1946
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
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”
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
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”
5 Ways To Use Mobile BehavioralData To Improve Email Results
Mobile has fundamentally changed customer expectations
Immediate Simple Contextual
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
Yummly supports users across channels
Yummly drives new user conversion with its automated onboarding program
“Recipe” for effective onboarding:
Results: Increased new user conversion by 13x
2) Individually personalize the content
Personalization made easy. Simply pair merge tags with Kahuna-
recorded attribute & event data.
Yummly’s personalized recommendations get noticed
3) Optimize for best performing copy
12xconversion rate on best performing copy
87%+distribution of that copy, automatically, using RevIQ
A B
Yummly saw massive increases with minor language changes
4) Time it right
4) Time it right
PREFERRED TIME OF DAY
% O
F US
ERS
8 PM4 PM12 NOON8 AM4 AM12 AM
10.5%
7.5%
4.5%
1.5%
10 PM
12 PM
Yummly tracks app opens to determine the best time to engage
User action/System action API call Message triggered
5) Trigger campaigns programmatically
User action/System action API call Message triggered
5) Trigger campaigns programmatically
Immediately Within an hour
4 hoursOPTIMALLY
Same-dayOPTIMALLY
One weekOPTIMALLY
A rules-based approach helps Yummly scale its email programs
”Yum” a recipe
Add all ingredients to cart Purchase
”Yum” a recipe
Add all ingredients to cart Purchase
A rules-based approach helps Yummly scale its email programs
Email’s Role In A Cross-ChannelMessaging Strategy
Email has a large reach, regardless of the customer’s device of choice
PC Mobile Tablet Wearables
Push
In-app
Social
Omnichannel Customer Understanding
Push
In-App
Brands must be able to effectively engage users where they are
Brands must be able to effectively engage users where they are
Omnichannel Customer Understanding
Push
In-App
FacebookEvery customer is different and will have different preferences on how they want to be communicated with
How do you decide which to use?
Push
In-app
Consider:
• Goal
• Message Content
• Channel Availability
• Response Rate
• Timing
When to Use Email
Push
In-app
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
When to use Push
Push
In-App
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
When to Use In-App
Push
In-app
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).
When to Use Facebook Ads
Push
In-app
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
Recommendations from
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.
Questions?
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