The Future of Email Marketing is Here€¦ · Alchemy Worx has developed a newsletter automation...
46
The Future of Email Marketing is Here Kath Pay CEO Holistic Email Marketing Copyright Holistic Email Marketing 2016
Transcript of The Future of Email Marketing is Here€¦ · Alchemy Worx has developed a newsletter automation...
The Future of Email Marketing is Here
Kath PayCEO
Holistic Email Marketing
Copyright Holistic Email Marketing 2016
Copyright Holistic Email Marketing 2016
1982 – My first visit to Amsterdam
In 1982…
The world is constantly evolving
Telephones Mobiles Smartphones
Don’t fear change!Embrace it!
“ William Pollard
Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable.
Email is also constantly evolvingbatched segmented dynamic predictive agile
And you may be left playing catchup!
The State of Email Marketing Today
DMA ROI
UK DMA research published in 2015 revealed that the average ROI for email is £38 return (for each £1 spent), with nearly one in five companies (18%) reporting an ROI of more than £70 However…...
We’re often stuck in a rut
We’re not doing the really clever stuff!
What if we’re leaving money on the table?
We’re drowning in Data!
We’re under budgeted
Which leaves us just doing the mundane…
..& neglect what consumers want
Work smarter not harder @kathpay #ES16
Tweet This
What if we could resolve all these issues?
Enter machine learning
What is machine learning?Machine learning, at its simplest, is a method of data analysis that allows
computers to learn – to analyze, predict and act – without explicit instructions or
programming.
The future is here!
“ Robert M. Goldman MD, PhD, DO, FAASP
Welcome to the 4th Industrial Revolution.
Welcome to the Exponential Age.
Machine learning in email offers…...
The Holy Grail of Email
TimelyRelevant1:1 Personalisation
Consumers now expect 1:1 personalisation in emails @kathpay #ES16
Tweet This
The ability to scale & true personalization
Alchemy Worx has developed a newsletter automation service that streamlines newsletter creation and delivers 1:1 personalised content using machine learning that continually optimizes content choice based on recipient’s actions.
What if you could automate your newsletter?
Dynamic content library
Month Contenttype Where? Title/Description ContentFormat Actionrequired Ownership Status
Car F,F2Commonmyths anddrivingmisconceptions
LandingPage Reuse(seelink) AW-DanH Pending
Home F,F2Concernedaboutunexpectedrepaircosts?
LandingPage Newarticle AW-DanH InProgress
Health1-medical F Healthchat-diabetes LandingPage Newarticle AW-JennyB InProgressHealth2-l ifestyle F2 Feeling'Appy?Stressapps LandingPage Newarticle AW-DanH InProgress
Travel F2 Ourverdictonthetop10beaches LandingPage Reuse(seelink) Aviva-Sue Assigned
Life F,F2 Planningforthefuture LandingPage Video Aviva-Sue Assigned
Topical1-Health TNHSintroducesnewbreastcancerscreeningoption
Reportsynopsis Newarticle AW-JennyB InProgress
Topical2-Money T2014Budget:Howwill yourretirementplanschange?
LandingPage Newarticle AW-NatL InProgress
Topical3-Home T Floodingadvice LandingPage Re-use(seelink) AW-DanH InProgress
Niche-Pet F2Howpetsbenefitachild'sdevelopment
LandingPage Newarticle AW-NatL OnHold
Competition1 CWina pa iroftickets toAviva PremiershipRugbyMatch
Email Refresh(seelink) Aviva-Sue Pending
Competition2 C
Giveyourchi ldrentheopportunitytotra inl ikea profess ional footbal ler
Email Refresh(seelink) Aviva-Sue Assigned
Advantages1 ARedDrivingSchool -2lessons forpriceof1
Email Refresh(seelink) AW-NatL InProgress
Advantages2 ANational Tyres andAutocare-50%offMOT
Email Refresh(seelink) AW-NatL InProgress
Advantages3 A Gi lbertRugby-Save25% Email Refresh(seelink) AW-NatL InProgressAdvantages4 A eFloris t-Save20%offflowers Email Refresh(seelink) AW-NatL InProgress
Product-Health P MyHealthCounts Email Re-use(seelink) AW-DanH InProgressProduct-Car P Aviva DriveApp Email Re-use(seelink) AW-TimD InProgress
Product-Life PTestYourKnowledge:Reti rementPlanning
Email Re-use(seelink) AW-TimD InProgress
Extra1-brand E1 Rai lwayChi ldren Email Update(seelink) AW-NatL Pending
Extra1-brand E1BrightonMarathon-BreastCancerAwareness
Email New AW-DanH Pending
Extra2-offer E2 Refer-a-friend Email Re-use(seelink) AW-NatL InProgress
EXTR
AS
APRILDeployment:30/03/2014
PRIM
ARYC
ONTENT
COMP/AD
VANT
AGES
DynamicContentLibrary
ContentStructure
Customer 1 Customer 2 A dynamic content library filters through a goals-driven structure to produce highly personalisedcontent
However, true personalisation isn’t content personalised to the segment…… it’s contentpersonalised to the customer
Increased customer insights
Personalization is a hypothesisuntil it’s tested @kathpay #ES16
Tweet This
Enables better results 37%Clicks
• Autonomously tested each content option and observed patterns in where each version worked best
• Discovered that “Learning” content worked best on mobile, “Earning” with recently active members, and “Burning” on members with high points balances
Fully automated A/B testing…that picks A and B, not A or B……and keeps listening over time.
& more…
Alexa’s profile
Print Sleeveless Blouses
Crochet Rayon
Nordstrom
Cowl neck
Silk Spaghetti Strap
Semantic tags in the user profile
Delivers more intelligent marketing
1. User profiles are built based on semantic attributes instead of specific products. Uses natural language processing to read the product description and picks out the keywords/signals.
RUNNING GEAR SHOP JEANS SHOPRUNNING GEAR BUY RUNNING GEAR SHOP JEANS BUY JEANS SHOP
1. User profiles are built based on semantic attributes instead of specific products
2. Content is re-ranked with each user interaction in real-time & real-time changes are made prior to opening based on website behaviour
Delivers more intelligent marketing
RUNNING GEAR BUY RUNNING GEAR SHOP JEANS BUY JEANS SHOP FRAGRANCES SHOP CASUAL SHOES SHOP
1. User profiles are built based on semantic attributes instead of specific products
2. Content is re-ranked with each user interaction in real-time
3. Machine learning tracks the content displayed to ensure an adaptive, personalised, consistent and non-repetitive experience, on a 1:1 basis.
Delivers more intelligent marketing
Results in increased Customer Lifetime Value
So how are you going to leverage the future today?
