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Ignite B2B: How to use personalisation in email marketing

to improve the customer experience.

Welcome to…

talk_strategy

Jenna Tiffany MCIM Founder & Strategy Director

#IGNITEB2B

Let’s get

interactive!

Download The

B2B Marketing app

About me

Straightforward digital marketing strategy

talk_strategy JennaTiffany www.letstalkstrategy.co.uk

talk_strategy JennaTiffany #IGNITEB2B

The connected customer

JennaTiffany

• 40,000 times a second

I don’t know,

• 3.5 billion times a day Source: InternetLiveStats.com

it.

talk_strategy #IGNITEB2B JennaTiffany

• 300 hours of video uploaded every minute

Source: Youtube


Every 60 seconds: • 510,000 comments • 293,000 statuses are updated • 136,000 photos uploaded

Source: The Social Skinny


Every 60 seconds: • 350,000 tweets • 500 million tweets a day

Source: InternetLiveStats.com


• 95 million photos & videos per day

Source: Hootsuite


• Active monthly users: 106 million • 3 million users share content weekly • An average user spends 17 minutes monthly

on Linkedin.

Source: VentureBeat & Omnicore


• 269 billion a day • 121 emails a day in the inbox • Half of the worlds population uses email Set to grow to 319 billion a day by 2021

Source: Radicati, Email Statistics report 2017 - 2021


Impact…


To use personalisation successfully….

Define the strategy first


Strategy is there to help you

A plan to achieving your goals & objectives


Where to start with personalisation?


Q1. Are you currently using personalisation in your email marketing?

Let’s find out how many of you here today use personalisation…

Answer

in the B2B

Marketing app


https://api.cvent.com/polling/v1/views/survey/136278/context/f25ea335-7f35-3fca-89f7-ac7d382c3cae/question/cc825be2-837b-49bc-a3bf-0a60f52e55a7?type=SECURE&token=9fa2e9499c688b6f45864b4db7c336d9:523de49c2dae44bb46c7e02627c3b058




Tip 1: Direction

Where is your business heading?


Ad-hoc vs planned


Tip 2: Tactics How you’re going to get there


Tactics without strategy is the noise before defeat.

Sun Tzu (The Art of War)


Define the ‘why’ before the ‘how’


Forget Shiny Shiny & focus on the basics


What can we learn from consumer brands that do email well?


What does ‘do email well’ mean?


Tip 3: Data

Use the data you have available


What is a SCV?

A single customer view provides the ability to track a customer’s entire journey across all channels in one single view. Jenna Tiffany (2017)


As an example…


The unique identifier…

…an email address!


Purpose of email marketing

talk_strategy jennatiffany

…is to build relationships that then convert. Dave Chaffey (2017)

#IGNITEB2B #IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany

but it doesn’t have to be rocket science…


Data remains the biggest challenge…

#IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany

Q2. What content do you personalise in your emails?


For those of you that personalise email marketing…


Answer in the

B2B Marketing

app

https://api.cvent.com/polling/v1/views/survey/136280/context/97f621ef-cc7b-3e8a-a717-bd6ff7399906/question/a336143d-3e02-4136-8bc6-843e29342ab4?type=SECURE&token=1a39f49c2bc523d24f4a5a2b13c3a760:42859d529b99b9218b177fc6d63358e0





Build a relationship beyond the first name…

• Segmentation • Purchase Behaviour • Browsing behaviour


Example

• Features ‘your week in numbers’ • Relevant to your business

• Weekly break down of activity, reducing the need to ‘login’


Company

X

Example

Website call back request

Thank you email

Call back

Info from call added to

CRM

Automated follow up email

If purchase made

Sales team follow up if quote not complete via

phone

Lead

kept

warm


Example Recommended products:

• What does their transactional behaviour say about their

interests?

• Are there other products/ services that may compliment

their order?


Example

• Welcome journey is key • Website • Telephone • F2F Meeting Personalise the experience


Example Download a guide

• Personalise the experience based on the information you collect

• E.g. if collect industry – personalise content relevant to

that industry sector or ‘collection’ of industries

• Are there particular services or products you offer that are

now more relevant?


Example • 12,473,608 unique emails

sent • 7.5% of customers made a

booking in next 30 days


Example – Online quote

#IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany

Example – Online quote

Example – Online Quote


Tip 4: Define Your Target audience

talk_strategy jennatiffany #IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany

Trust is key…


But once engaged don’t lose it…


Tip 5: Performance

talk_strategy jennatiffany #IGNITEB2B

What does good look like?



What do you want your email marketing to achieve?

Tools in the kit


Summary

talk_strategy

Top 5 tips on improving your email marketing:

1. Direction

2. Tactics

3. Data

4. Target Audience

5. Performance


www.letstalkstrategy.co.uk

[email protected]

Straightforward email marketing strategy


Welcome to… - B2B Marketingmrkto.b2bmarketing.net › rs › 085-VAB-435 › images › Engagement...

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