The Evolution of Email: Real-Time Segmentation & Contextual Marketing
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Transcript of The Evolution of Email: Real-Time Segmentation & Contextual Marketing
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What data do you have available today? • Location-based data
• Time of day/event
• Device type
What content will be useful to your customers
and enhance their experience?• In-store information
• Sale or event countdowns
• Loyalty points available
How granularly do you want to segment?• By city, state, region, country
• By membership status or tier
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• Enabled by IP, store ID or
store address & radius
• Displays number of preferred stores
• Personalized map helper
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• Enabled by first name
• Fun image treatment creates brand stickiness
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Images based on
device type
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• Date of upcoming event
• End of sale
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Money raised to date
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title
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Regional segmentation
enabled by IP passed
as a link append.
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41 DEGREES
AND ABOVE 40 DEGREES
AND BELOW
+300%click-through
rate
Enabled by zip code
and IP passed as a
link append
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DEFAULT
• Enabled by IP
• Radius of 25 miles
• Display top two stores
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OPTION A OPTION B+114%
higher click-
through rate
• No cached imagery
• Deliver winning version during & post send
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Imag
e /
Pri
ce
Single Glamour
Price
No Price
Multiple Glamour
Price
No Price
+86%higher click-
through rate
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Additional 20% off Clearance Event
Requirements:
• Create urgency
• Send an email daily to most subscribers
• Keep the customer in the know
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• Welcome series
• Educational
• Quality & craftsmanship
+54%higher click-
through rate
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• Start with data you have now
• Ensure your data is up to date
• Consider a default scenario
• Real time content can get
complicated:
• Review your rules & creative
• Test...test...test
• Track results
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PERSONALIZATION
Increase
response rates
with Contextual
Content
Create hyper-
personalized
emails at scale
Use content
that already
exists on the
web, social
Ensure cross-
channel
consistency
AUTOMATION OPTIMIZATION
Optimize
based on
performance
in real time
Test, refine,
repeat
INNOVATION
Stand out in a
crowded inbox
Improve the
metrics in your
email scorecard
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