Building better relationships with data-driven email marketing
A presentation at Inbox Expo in in Valencia, Spain by Ruth Cheesley
Building better relationships with data-driven email marketing Ruth Cheesley Mautic Project Lead, Acquia @RCheesley
Ruth Cheesley (she/her) Mautic Project Lead @ Acquia Located in Ipswich, UK noti.st/rcheesley for slides / links @RCheesley
Mautic is an open source marketing automation platform which is disrupting the marketing automation industry. It’s free to download and use, with a growing ecosystem of SaaS providers including Acquia, the primary sponsor of the open source project. It’s built by a worldwide community of marketers and developers, united by our belief in empowering organizations with the tools they need to deliver world-class automation and personalized experiences to their customers. mautic.org
WE NEED TO UP OUR GAME “Consumers don’t just buy products and services anymore; they buy experiences. This demands a new approach to marketing, sales, and services; one that hinges on winning customer trust.” Ben Jackson, The Future of Commerce
What makes it so difficult to deliver a connected digital experience? #ACQUIAKICKOFF
Siloed Systems; Isolated Connections POS & Inventory Systems Identity Data BI Systems Marketers make ad-hoc BI requests, subject to analyst bandwidth. Direct Mail & Email Data is collected and stored, but identities are not resolved into a cleansed, de-duped system of record. Segments are pulled for outbound marketing on request; not real-time. Digital Ad Campaigns CRM Website Digital campaigns are limited to anonymous third party data; isolated for this use case. Call Center Website activity is isolated to the web. E-commerce Systems Customer service, call center, and other systems of customer interaction are isolated; information isn’t shared with other tools. Web Personalization
WE NEED DEMOCRATISED ACCESS TO DATA @RCheesley
DATA-FIRST MENTALITY @RCheesley
WHERE DO WE START? @RCheesley
ORGANISE THE DATA! @RCheesley
FIND, ACQUIRE AND INTEGRATE RELEVANT DATA @RCheesley
USE THE DATA IN MEANINGFUL WAYS @RCheesley
Automated omni-channel customer experience with CDP Paid Media POS Optimized Lookalike Targeting VIP CX - Print Purchases Owned Social Engagement Follow-Up Up-/Next-Sell Optimization VIP CX 2nd/3rd Party Data Profiles, Signals Customer Data Platform (CDP) Website Targeted Next Best Content Recommended Products Surgical Pricing Website Behavior Profile Product Content Messaging, Video Chat Targeted Next Best Action ERP, PIM Inventory, Order, & Product Data Email, SMS Abandoned Event Nurture Workflow Orchestration Up-/Next-Sell Optimization Social Profile, Influence, Preferences Campaign Events Showroom Digital Displays Targeted Content Up-/Next-Sell Optimization Email, SMS, Chat Profile, Nurture Transactions Surveys Profile, Sentiment
Identity resolution, Intelligent segmentation, Intelligent next-best action, Activate. Sales Rep Mobile Context Mgt, Voice of Customer Recommendations Surgical Pricing VIP CX - Events
SEGMENT ALL THE THINGS @RCheesley
Basic Automation: Segmentation Segment members of VIP scheme who are in certain levels and are most engaged (points)
Personalise with Dynamic Content Content based on data e.g. Location Rocky Mountains or White Mountains image
Email / Website Dynamic Content One Email / Landing Page, Different Messages tailored to the local audience (could also be A/B tested). Could be geo-location based, or by user specified favourite mountain range / next to visit.
Next Level: Apply Machine Learning Segment based on - likelihood to engage on email (if low, use another channel)
Likelihood to buy / pay full price (lighter discounts)
Behaviour
Product interest
Data-Driven Customer Journey - Retail BROWSE OTHER JACKETS & REVIEWS RATES NEW JACKET RECEIVES CART-ABANDON EMAIL & ADS FOR JACKET AWARENESS SHARES ON SOCIAL MEDIA RETENTION REFERRAL CREDITS SEARCH FOR JACKET ON WEB, SIGNS UP FOR OFFERS PERSONALISED BASED ON ACTIVITY CONSIDERATION PRIORITISE BROWSED JACKETS ON WEBSITE, PURCHASES JACKET ADVOCACY RECEIVES EMAIL CONFIRMATION WITH TARGETED UPSELL PUSH NOTIFICATION / SMS UPDATES ON ORDER STATUS INTEREST PERSONALISED INVITATION POSTCARD, IN-STORE TARGETED INFORMATION ON DISPLAYS PURCHASE PERSONALISED, RELEVANT AND TARGETED OFFERS INVITATION TO LOCAL STORE ADVERTISING WEB DIGITAL SIGNAGE & POS CROSS-DEVICE PERSONALIZATION CROSS-CHANNEL NURTURE & RETARGETING OPTIMIZATION & FATIGUE MANAGEMENT CUSTOMER DATA PLATFORM Website Content @RCheesley CRM Data Customer Support Data Behavioral Data ID Data Geolocation & Beacon Data Transactional Data POS Data
Data-Driven Customer Journey - Cruise BROCHURE REVIEWED AND SHARED WITH FRIENDS, APP & EMAILS PROVIDE A TAILORED GLIMPSE OF SHIPBOARD EXPERIENCE AWARENESS SHAREABLE MEMORIES DURING CRUISE RETENTION CRUISE BOOKED! REFERRALS TO GIVE TO FRIENDS AND FAMILY EARN YOUR NEXT CRUISE FOR FREE! INVITE TO CAPTAIN’s DRINKS POSTCARD SEARCH FOR CRUISE ON WEBSITE - FILLS FORM TO RECEIVE BROCHURE CONSIDERATION UPSELL RELEVANT EXCURSIONS ADVOCACY SMS ALERTS WITH RELEVANT INFO / REMINDERS INTEREST ADVERTISING PERSONALISED CRUISE BROCHURE MAILED WITH UNIQUE DISCOUNT CODE TO TRACK BOOKINGS WEB DIGITAL SIGNAGE & POS PURCHASE APP TAILORED TO SHOW RELEVANT UPSELLS, TOUR BOOKING, PORT GUIDES BASED ON CUSTOMER PROFILE AFTER HOLIDAY, REMINDERS TO BOOK NEXT CRUISE, MEMORIES CROSS-DEVICE PERSONALIZATION CROSS-CHANNEL NURTURE & RETARGETING OPTIMIZATION & FATIGUE MANAGEMENT CUSTOMER DATA PLATFORM Website Content @RCheesley CRM Data Customer Support Data Behavioral Data ID Data App Engagement Data Transactional Data Shipboard data
Ruth Cheesley (she/her) ruth.cheesley@acquia.com acquia.com / mautic.org noti.st/rcheesley for slides / links @RCheesley
As email marketers, getting our emails read by customers is our primary goal.
While we have numerous technical ways to make sure we land in their inbox, whether they will actually read and engage with our content consistently over time comes down to how we have built and nurtured our relationship with them.
How can we use data to understand our customers more deeply, personalise their experiences across multiple channels more effectively, and through this, build more meaningful relationships with them? Join this session to learn more!
Note: 20 minute presentation.
Resources
The following resources were mentioned during the presentation or are useful additional information.
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Improved CX demands data-driveen personalization (infographic)
How successful are today’s marketers at using data to create highly personalized customer experiences?
To find out, Acquia surveyed marketers and published the findings in a new report, “Data-Driven Personalization: How Successful Are Today’s Marketers?”
Check out this infographic for the key highlights and takeaways for marketers.
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Using data-driven personalisation to create insightful offers
Marketers have more data and analysis at their fingertips than ever before. Learn how to turn that customer data into insightful marketing activities.
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Data driven personalisation: how successful are today’s marketers? (Ebook)
In the age of the empowered consumer, marketers know personalization is fundamental to providing exceptional customer experiences. But how successful are today’s marketers in leveraging data-driven personalization?
To find out, Acquia conducted a survey of marketers and reports on the findings in this e-book. Marketers shared their opinions on data-driven personalization, including:
Top objectives How successful their strategies are Most challenging aspects Budget and resources Most important types of marketing data Download “Data-Driven Personalization: How Successful Are Today’s Marketers?” to review the findings and key takeaways for marketers to optimize their own strategies for driving personalized relationships with customers.
Available in English, French, Spanish and German.
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How to foster a data-driven culture
Acquia and Mediacurrent give 8 keys for creating a data-driven culture across your entire organization and investing in a first-party data strategy.
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Acquia CDP
Unlock and unify your customer data to generate rich insights that drive engagement. Drive ROI through smarter marketing and delivering seamlessly connected experiences.
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Acquia Marketing Cloud Demo
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Mautic
Mautic is an open source marketing automation platform which is disrupting the marketing automation industry. It’s free to download and use, with a growing ecosystem of SaaS providers including Acquia, the primary sponsor of the open source project.
It’s built by a worldwide community of marketers and developers, united by our belief in empowering organizations with the tools they need to deliver world-class automation and personalized experiences to their customers.
