using behavioral data to send impactful emails
TRANSCRIPT
From SPAM To BAM!Using Behavioral Data to
Send Impactful Emails
I’m Doug nice to meet you!
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 with #spam2bam
and find us on Twitter @Kahuna
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
• Metrics That Matter For The Modern Marketer
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)
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
The good news: Most marketers find that email drives ROI
9/10 marketers report driving positive ROI from
email marketing programs Source: eConsultancy
The bad news: You can’t predict where your message will be seen
Source: Gartner (June 2014)
269 276
261206 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
The bad news: Many customers delete promotional email 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
2) Individually personalize the content
Personalization made easy.Simply pair merge tags with Kahuna-
recorded attribute & event data.
3) Optimize for best performing copy
12xconversion rate on best performing copy
87%+distribution of that copy, automatically, using RevIQ
A B
4) Time it right
4) Time it right
PREFERRED TIME OF DAY
% O
F U
SER
S
8 PM4 PM12 NOON8 AM4 AM12 AM
10.5%
7.5%
4.5%
1.5%
10 PM
12 PM
4) Time it right
Browse products Add to cart Purchase
User action/System action API call Message triggered
5) Trigger campaigns programmatically
Immediately Within an hour
4 hoursOPTIMALLY
Same-dayOPTIMALLY
One weekOPTIMALLY
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
Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive (e.g., refinancing a loan), the better suited a message is to email
Message: Longer, more content heavy messages
Availability: All users opted into 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 into 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
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
Email Metrics That Matter For The Modern Marketer
Look to quantify what happens after the open & click
• Delivered• Open• Click-through• Invalid/rejected• Blocked
• Bounced• Spam reported• Unsubscribe
Classic Email Metrics
+ + +
Metrics To Add
Email goal achievement (through lifecycle)
Email engagement rate
Engagementuplift
Recommendations
• Track where your email is most frequently opened and test, test, test
• Put behavioral data to use with granular targeting, dynamic content personalization, & delivery timing
• Optimize email campaigns in real time to ensure you are delivering the best possible user experience AND business results
• Remember: email should be a part of an integrated communication strategy that includes push, in-app, social, etc.
Questions?
Let’s stay in touch+1.844.465.2486
To learn more visit
KAHUNA.COM