krzysztof jarecki - future of email marketing
TRANSCRIPT
Prague, 06 / 10 / 2016 Krzysztof Jarecki
Strategy and technologyFuture of Email
Marketing
Data in 2016Massive amounts of data being produced (Big Data)
1992100ftB/DAY
1997100ftB/HOUR
2002100ftB/SECOND
201328,875ftB/
SECOND
201850,000ftB/
SECONDsource: vcloudnews.com
2
Data in 2016Number of customer communication channels
grows(Facebook, Instagram, Snapchat, KIK, Line, Messenger, Whatsapp,
WeChat, etc.)
source: statista.com
100100100100100122200215222249300300320
400
555640
697
8539001000
Tele
gram
Link
edIn
BBM
Pint
eres
t
VKon
takt
eyy
Snap
chat
LIN
E
Sina
Wei
bo
Vibe
r
Skyp
e
Baid
u Ti
eba
Twitt
er
Inst
agra
m
Tum
blr
QZo
ne
WeC
hat
Face
book
M
esse
nge
rWha
tsAp
p
Face
book
500
500
15901500
Leading social networks worldwide as of April 2016, ranked by number of active users (in millions)
3
3.0%
We arenot using
any
9.1%
31or more
3.0%
21-3011-20
51.5%
5-10
6.1%
1-4
12.4Blended Average
27.3%How many distinct toolsets does your organization (or your clients) use in support of data-driven marketing or advertising today?
Data in 2016Data is siloed in multiple systems – 12 on
averageMultiple profiles of the same usersTrue customer centricity impossible
source: Winterberry Group report4
Data in the futureCustomer data centralized
Data becomes actionable informationOmni-channel communication managed by single
platformBi-directional
communication One user profile across channels True
one to one experience
5
Email as a passport
of the digital ageEmail address identifies users between channels (logins / hashes)
CRM retargeting - Email address used to reach audience in other ways than sending an email
source: statista.com
• Facebook Custom Audiences / 1,712 billion users, 206 million visitors in Aug 2016 /
• ftoogle Customer Match / 240 million visitors in August 2016 /
• Twitter Audiences / 313 million monthly active users /
• Yandex Audiences• LiveIntent / 140 million unique users /
6
Email hashMD5, SHA256, SHA3Irreversible [email protected]
becomes 686ac7a7fed34705477cb6330a91f999
Actionable only if someone has the original email address Anonymous way to match people
across web and devices Hash allows sharing data anonymously
Unprecedented data sharing possibilties
7
Leveraging
shared dataContent publishers can share action items data anonymously
Action data can be mined into intentFinancial data can be appended anonymously
8
Website visitors
Reachingthe anonymous
Currently unknown website visitors will become addressable via emailLook-alike email audiences will be anonymously shared among brands
Anonymous Addressable
9
Data science everydayEVective lead scoring will be automated
Moving from deterministic to probabilistic with more data sources
Predictive modelling will become realityProspects P0 P1 P2 P3
RecencyP4
P5 P6 P7 P8+
New Cust
Acquistion Audience
Core Customers
Low Customers
Lapsed & Dormant Customers
High
Low
Value
source: wiland.com10
Data science everydayRecommendation engines will have more data points to
mine Look-alike audiences can be modelled (Facebook Look-alike Audiences)
Look-alike email audiences will be shared among brands
Online brand audience
Look-alike model
source: wiland.com11
S
NP
VP
ProV
NP
PP
Det
N Prep
NPN
I atethe
spaghetti
with
chopsticks
Subject line, Call To Actions, Email Copy startups like Persado and Phrasee.co with cognitive content and sentiment analysis
source: persado.com
Automated content
12
Automated content
Example by Phrasee.coAwesome deep dive
13
Real time context marketingMatched in real-time content using in-depth data (stock availability, location, recommendations) – startups like
AgileMail.ru ,Wylei, MovableInk
source: wylei.com
Automated content
14
Testing 2.0
Touchstone
Eyequant
Predictive content testing– calculates open rates based on subject before sending
– predictive eyetracking
source: touchstonetests.io15
Smart Split testingStop wasting money by sending the less profitable versions
during testing
Testing 2.0
Split Test
A/B test
1975_1976
1975_1977
1976_1977
16
Thank You !
Krzysztof JareckiVP Global Business Development
Reach me at:[email protected]
expertsender.com