personalize your website & email marketing for better results

WEBINAR

Personalize Your Website & Email Marketing for

Better Results

PRESENTER

PANELISTS

Justin ThorpSenior Manager, Marketing Operations@addthis

Charlie ReverteVP & GM, Publisher Products

AddThis@numbakrrunch

Tom TateMarketing Project Manager

Aweber@tnrt

AGENDA

1. Introductions

2. Personalizing Your Website

3. Personalizing Email Marketing

4. Q&A

Housekeeping:

• This webinar is being recorded and will be emailed to you along with the slides

• All attendees are on mute! If you have a question feel free to submit it in the GoToWebinar console on the right at any time during the webinar for a Q&A afterwards with our presenter and panelists

So, you just executed the perfect strategy to drive targeted traffic to

your site and...

Charlie Reverte: @numbakrrunch #ATwebinar

You’re greeting your visitors like this:


But, they feel like you’re...Photo by Sharon Mollerus


Ever go to a site like this?


It feels like...


Can you find the subscribe box?


You know visitors aren’t all the same


So, why do you treat them that way?Photo by taymtaym


Visitors run and hidePhoto by Jon Rawlinson


Benchmark averages for bounce rate


What is Website Personalization?Tailoring your content, promotions, and

messaging to the needs of individual website visitors.


Why Personalize?It gives your visitors what they’re actually

looking for, instead of throwing everything or the wrong thing at them.


Don't judge me...

Your experience is already unique to you…here.


What Makes Your Visitors Different?

• First time visitor or returning visitor? • Occasional visitor or frequent visitor? • Are they mobile or at their desk? • What are they interested in? • How did they get to your site? • What about demographics?


Know when not to ask


There’s a better way


Know when you’re more likely to succeed

Returning Users:

10x Signup Rate


Right email list for the right person


Special offer + email subscription


Once you build your list, what’s next?


Personalize your landing page to match the campaign


Segment your email list for more targeted emails


Personalize YourEmail Marketing

Tom Tate - AWeber Email Marketing● Founded in 1998● Web-based email marketing

tools to help small businesses and entrepreneurs connect with their customers and prospects.

● Broadcasts and Autoresponders.

What you’ll learn from me today:● Why email marketing?

● Actionable tactics to start sending personal emails

● Common personalization mistakes

● Metrics you can evaluate to measure success

We all know what email marketing is.

What is email marketing really?

“If you learn anything about email marketing as a business owner, let it be this: You are not ‘blasting’ prospects and customers.”

Tom Kulzer, AWeber CEO

Talk to one person instead of one thousand.

http://www.searchenginejournal.com/increased-roi-4300-true-possible-email-marketing/96537/

4,300% ROI

http://thedma.org/blog/data-driven-marketing/saturday-stat-series/

66 Percentage of consumers have made a purchase online as a result of an email marketing message.

Whether you send Broadcasts...

Or automated emails...

Our goal is generally the same.

open feel engage share repeat

What we want to avoid.

ignore delete bad xp detach SPAM

The inbox is personal.

What we talk about when we talk about email personalization

One v. One Thousand

It’s about making a one-to-one connection with the human being on the other end of the email.

We can do this with content and design, but also with leveraging data.

Data we can leverage:

Subscriber data (name, interest, etc.)

Behavioral data (action on site, engagement, previous buying behavior, location of signup.)

Contextual data (time of day, weather, etc.)

No data, no problem?

You probably have more data than you think.

Most Email Service Providers have enough subscriber data to develop smart personalized email experiences.

Simple Personalization Campaigns

Campaign One: {First Name}, naturally

Experiment with using the subscriber's first name in both subject line, preview text, and/or body of the email.

Campaign Two: Plain and simpleDecide whether you need to send a fancy templated HTML email v. a plain-text style HTML email.

Designed emails can feel like they come from a brand, while plain emails can feel like they are sent from an individual person.

I’m not saying don’t brand your emails.

Avoid “[email protected]”

Campaign Three: The right message

Create segments based on user behavior/action, and deliver custom messages that speak to this.

Let’s say you have a course...

Create a segment for those who didn’t open the message:

Or a segment for those who didn’t click:

Campaign Four: C.Y.O.A.

If you haven’t captured custom interest data to send specific content, or segmentation at this point is a manual headache, consider splitting at the point of entry.

Personalization pitfalls

Pitfall One: {First Name}, whoops

● Always test your emails.● Beware of sounding like a robot.● Own your mistakes.

The awkward pause...

The full name...

The WRONG name...

My response...

Own your mistakes...

Pitfall Two: Customer/Prospect mixup

● Don’t oversell your customers on something they already purchased.

● Use automation to move or tag a prospect after they convert.

Always Be Testing

What metrics to track:

● Sales● Clicks● Opens● Unsubscribes● Traffic

What metrics to track:

● Bounces● Location● Email Domain

Varies by industry:

Difficult to give specific stats because so many variables affect what you should aim for.

https://blog.kissmetrics.com/email-marketing-2015/

Parting words of wisdom:

● Every industry/customer base is different. Iterate on what works, and listen for feedback.

● Email marketing is permission marketing. Your invitation to the inbox is a privilege - use it wisely.

Relationships begin on your website.And they’re built in the inbox.

Questions?

Thanks for joining us!