Post on 13-Apr-2017
eROI · PERFORMANCE IS ART · eROI.COM
Hyper-Personalized Emailusing Modular FrameworksAUGUST 17, 2016
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@gripsmoke @phil_herbert2
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1. Learn about “hyper-personalization”in emails.
2. Structure-based vs Content-based hyper-personalization
3. Data examples and code-walkthroughs
THREE BIG THINGS WE’LL COVER
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Matt GrantskiDEVELOPMENT LEAD
@gripsmoke
Phil HerbertSTRATEGY LEAD
@phil_herbert
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#LITMUSLIVE
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1. Segmentation
2. Personalization
3. Hyper-Personalization
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DEFINITIONS
*as told through the magic of Mean Girls GIFs
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Division of a subscriber list into groups of users, based on common attributes.
Segmentation
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1. Segmentation
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DEFINITIONS
Division of a subscriber list into groups of users, based on common attributes.
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Using something we know or assume about a subscriber to try to make them feel valued.
Personalization
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Using something we know or assume about a subscriber to try to make them feel valued.
Personalization
1. Segmentation
2. PersonalizationUsing something we knowor assume about a subscriberto try to make them feel valued.
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Using what you know about someone to fundamentally change their email experience
Hyper-Personalization
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Using what you know about someone to fundamentally change their email experience
Hyper-Personalization
1. Segmentation
2. Personalization
3. Hyper-Personalization
Using what you know aboutsomeone to fundamentally changetheir email experience
@gripsmoke @phil_herbert11
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1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
THINGS YOU WILL NEED
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1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
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Preferences, Product, and/or Behavioral data.
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THINGS YOU WILL NEED
Good Data
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1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
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Backend code work: scripting, queries, orheavy data processing
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THINGS YOU WILL NEED
Good Data
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1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
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NOT things you can build on the fly.Make them future proof
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THINGS YOU WILL NEED
Good Data
@gripsmoke @phil_herbert
1. Good Data
2. Development Resources
3. Long-term strategy
4. A capable ESP
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...We’ll get to this a bit later
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THINGS YOU WILL NEED
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Well–defined segments,
very little product variation,
no development resources, or
the wrong esp
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BUT, IF YOU HAVE... IF YOU HAVE…
@gripsmoke @phil_herbert17
Well–defined segments,
very little product variation,
no development resources, or
the wrong esp
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BUT, IF YOU HAVE... IF YOU HAVE…
Well–Defined Segments
Very Little Product Variation
No Development Resources
The Wrong ESP
@gripsmoke @phil_herbert18
Well–defined segments,
very little product variation,
no development resources, or
the wrong esp
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BUT, IF YOU HAVE... IF YOU HAVE…
Well–Defined Segments
Very Little Product Variation
No Development Resources
The Wrong ESP
YOU DON’T NEED HYPER-PERSONALIZATION
@gripsmoke @phil_herbert19
Let’s start with a case study.
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CHALLENGES
Different product offerings
Facilities that didn’t participate
Different linking structures
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SOLUTIONA modular template that allowed for dynamic product switching based on facility availability.
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Modular design worksby adding contentin modules that youcan easily rearrange.
Think of it as content Legos™
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iCARE CASE STUDY
NewEmail Design
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iCARE CASE STUDY
NewModule Design
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IN YOY SITE TRAFFICAFTER TWO MONTHS
⬆ 68%IN REVENUE PER SEND
⬆ 42%
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TWO WAYS TO HYPER-PERSONALIZE
1. Structure-based
2. Content-based
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1. Structure-based
2. Content based
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An email is coded with all possible modules.
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TWO WAYS TO HYPER-PERSONALIZE
1. Structure-based
2. Content-based
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TWO WAYS TO HYPER-PERSONALIZE
1. Structure based
2. Content-based
Using Data to Swap Content
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TWO WAYS TO HYPER-PERSONALIZE
1. Structure based
2. Content-based
Using Data to Swap Content
BONUS! Backend Data Processing
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THE BRUNCH INDEX
We picked a Portland brunch spot based on your preferences and our backend algorithm.
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MODULAR DESIGN
Weather dependent background image tells you the forecast.
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MODULAR DESIGN
We show you how well that choice fits your stated criteria using a spider graph.
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And now, code examples…
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Check out eroi.com/litmus
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http://eroi.com/litmus
Fill out the short form to see glimpsesof hyper-personalization.
@gripsmoke @phil_herbert37
First, an example of how the datamight be structured.
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Email Address (KEY)
Fave Mean Girl
Email Interest
Web Interest
Social Interest
matt@eroi.com Janis Ian Y Y
phil@eroi.com Regina George
Y Y Y
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We can create structure-based hyper-personalization throughthe use of AMPScript.
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MARGINS We can create structure-based hyper-personalization through the
use of AMPScript.
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AMPScript. Vintage!So adorable!
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Setting up your variables(Subscriber List)
%%[VAR @meangirl, @email_i, @web_i, @social_iSET @meangirl = [Mean Girl]SET @email_i = [Email Interest]SET @web_i = [Web Interest]SET @social_i = [Social Interest]
]%%
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Setting up your variables(Data Extension)
1 VAR @meangirl2 SET @rowcount = RowCount(LookUpRows(“DE
NAME”, “SubscriberKey”, SubscriberKey))3 IF @rowcount > 0 THEN
SET @rows = LookUpRows("DE NAME", "SubscriberKey", SubscriberKey)
SET @row = ROW(@rows,1) SET @meangirl = Field(@row, "Mean Girl")
ENDIF
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%%[IF @email_i == ‘Y’ THEN]%%<table><tr><td>Special module about email</td></tr></table>%%[ENDIF]%%%%[IF @social_i == ‘Y’ THEN]%%<table><tr><td>Special module about social</td></tr></table>%%[ENDIF]%%
AMPScript
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We can also do it in IBM Marketing Cloud (née Silverpop) through the use of relational tables and queries to fetch our information.
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We can also do it in IBM Marketing Cloud (née Silverpop) through the use of relational tables and queries to fetch our information.
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A query can fetch subscriber keys to match with relational tables,and dynamically bring that data in.
No need for defining any variables!
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Query in an email
Seasonal Items:
%%RT_LOOKUP_BEGIN query="/Shared/
seasonal_query" max_rows="1" %%
%%RT_ROW_BEGIN%%
<table><tr><td>
....
</td></tr></table>
%%RT_ROW_END%%
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When evaluating ESPs for Hyper-Personalization,you’ll want to look for specific features:
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@gripsmoke @phil_herbert48
When evaluating ESPs for Hyper-Personalization,you’ll want to look for specific features:
Structure-basedDynamic logic inside the email (AMPScript, Queries)
Content-basedDynamic personalization from data tables used creatively in the email
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@gripsmoke @phil_herbert49
When evaluating ESPs for Hyper-Personalization,you’ll want to look for specific features:
Structure-basedDynamic logic inside the email (AMPScript, Queries)
Content-basedDynamic personalization from data tables used creatively in the email
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EVALUATING ESPs
How many permutations are possible?
Actual Coworker,Not an Actor ➜
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FIN
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Thank you!
@eroi
eroi.com/litmus
@gripsmoke @phil_herbert