Christmas online shopping with gift boxes. Woman using laptop search for ornament Xmas online. Blank screen for graphic display montage.

Driving Personalization During the Holidays Channel by Channel

It may feel early to be thinking about holiday planning, especially if you have other big shopping events in your near future. But many retailers are starting to double down and plan early for the year-end holidays to put in place the best strategy that will win over their customers and prospective buyers.

When thinking about year-end holidays, your mind may go straight to Black Friday and Cyber Monday. These shopping days have become synonymous with the month of November. And because of the propensity for shoppers to browse and purchase online during these holidays, it’s also pushed many retailers to focus on creating (or improving) their online strategy.

Ensuring your website is in top shape for big shopping days is increasingly important, but it shouldn’t be the only channel you put your efforts behind. With many holiday shoppers switching between several channels before purchasing, having an omnichannel approach is more important than ever.

Not only that, but for retailers to be successful, they need an omnichannel approach that speaks to each customer as an individual. Why? Because more and more consumers are demanding a personalized and unique experience from brands to continue buying from them.

In this article, we’ll break down how marketers can create a cohesive and personalized omnichannel shopping experience for the year-end holiday season.

Personalization Is All about the Customer

When planning out a strategy, it’s important to remember why you’re doing any of this in the first place. Earning and retaining customers is the sole purpose of our role in an organization. Marketing to customers is all about creating an experience that delights them to the point of purchase. But even more than that, we need to keep them engaged enough to continue to purchase from our brand.

As marketers, we have to step back and realize that in order to do that, we have to rethink our strategies. When planning an omnichannel strategy, it can’t be about fitting customers into certain channels; it has to be about tailoring our channels and strategies to each individual customer.

Personalizing the Omnichannel Experience

As mentioned above, consumers are demanding personalized marketing experiences. The more data marketers are collecting, the more fuel you have to create a truly individualized experience for shoppers. Messages and product recommendations should be personalized. And in most cases, even incentives to purchase should be created and deployed on a one-to-one basis.

In short, marketing must be personalized, and personalization should be all about the individual consumer. But why then do we create omnichannel experiences that lead customers through a flat, one-size-fits-all lifecycle?

We can’t assume that every customer purchases in-store, gives us their email, and then purchases online after that. Customers find brands in several ways, and no two customers’ paths to brand loyalty are the same.

In fact, a study from Harvard Business Review of 46,000 shoppers showed that 73% shopped using multiple channels and those shoppers enjoyed using multiple touchpoints from retailers.

Below are examples of different touchpoints customers can have with your brand throughout their customer lifecycle. As you can see, there are several different touchpoints that intertwine between channels, and there are numerous customer journey possibilities. And for customers, if they’re switching between touchpoints and channels and have a bad experience, they’re less likely to purchase from you in the future.

Retail Touchpoints

Source

Allow Customers to Easily Move Between Channels

For customers who regularly shop on a certain channel, they probably bounce between touchpoints and channels. The problem is that they’re probably also bouncing between your brand and your competitors. This is especially true for brands who lack a seamless (and easy-to-navigate) omnichannel experience.

Because of this, it’s incredibly important to ensure your omnichannel strategy allows customers to easily navigate between all your channels.

On every channel, make sure you include links and CTAs that also point customers to different channels. It’s important to give customers the option to visit you on other channels, and by including these links in your marketing messages, you have better control over the experience a customer has when navigating to a new channel.

Related Content: How to Use Omnichannel Marketing to Improve the Customer Journey

For some marketers, asking engaged users to opt-in to or just visit other channels may seem pushy, but because customers are already shifting between channels, you must give them opportunities to easily access your channels instead of a competitor’s. This allows your customers to follow their own lifecycle journey and enables you to support each customer as an individual. One of the best ways to do this is to create a strategy that leads with personalization.

After creating an experience that allows customers to easily move through your omnichannel offering at their own pace, you need to create a personalization strategy for each channel.

Personalization Channel by Channel

So how can you set up your channels to create the best possible experience for your customers? Let’s break down how you can add personalization throughout the customer experience on each channel.

In-store

As digital marketers, it may not occur to us to think of in-store first when it comes to creating an omnichannel strategy. But for customers, in-store still matters, and 22% of consumers say that physical shops were their most common source of initial product awareness, meaning customers are discovering products in-store before any other channel. And remember, this is more about the customer than your desired strategy.

Collect data in-store

Whether at the point-of-sale or during the browsing process, make sure to collect data on your customers now. Start by getting an email address and asking if they’d like to receive promotions on products they like and sales. From there, each time a customer visits or makes a purchase in-store, continue collecting additional information and asking them if they’d like to opt-in to other channel communication. Getting customer data (and opt-ins) ahead of the holidays is half the battle. Once you have that information, you can start learning more about their preferences and make sure you provide personalized communications come holiday time.

Offer free in-store pickup

In today’s omnichannel world, more and more stores are offering free in-store pickup to customers. For many consumers, the cost of shipping and the time it takes for delivery are some of the biggest deterrents from online shopping. If you can offer free in-store pickup, you give customers the chance to purchase from you on another channel and physically bring them into your store, where they might be interested in other products. This will be crucial for customers who drag their feet to shop — last-minute purchases (on Super Saturday) still account for a large amount of dollars spent in the holiday season.

Offer free shipping for out of stock items

For many retail brands, in-store availability of certain products may be limited. But if a customer comes in to purchase an item and you have it available online, consider ordering and shipping the product to the customer for free. Not only are you getting that purchase, but you’re also offering an incredible customer service experience that will encourage them to come back to your brand in the future.

By offering these cross-channel experiences and delivering exceptional customer service, you’re setting yourself up for success when it comes to converting in-store shoppers to online shoppers.

Website

Consider your website as your home base for all online channels. Wherever a shopper finds you (on Google, on a social media site, etc.), all roads should lead back to your website. After all, it’s the number one channel for online conversions. But outside of just making your website similar in look and feel to your other channels, you want to make sure to create a personalized website experience for each individual customer.

Collect customer data

Once again, collecting customer data will be the key to providing a personalized experience for customers. Even before you capture their data, cookies collect browsing history for customers. So, once you get an email address from a customer, her profile will backfill with any browsing history, giving you a more complete picture of who she is. Being able to understand more about your customer before the holiday season will be crucial for creating targeted and purposeful holiday messages.

Add product recommendation widgets

Your website should be all about converting browsers to customers. What better way to do that than to feed potential buyers with products they’ve browsed before or left in their cart? You can also create widgets that recommend products based on customer behavior. For example, if they were looking at a certain travel accessory bag on your site, recommend similar styles to them to entice a click and ultimately a purchase.

recommendations for you

Source

Include customer reviews

Many consumers visit several competing websites when shopping for a product. They want to compare prices, and they want to compare reviews. As consumers, we trust family, friends, and other shoppers before we trust a brand. Make research and comparison easy for your customers by including reviews of products on each page. You can also feature customer-generated content on product pages (or any page) that shows your real customers enjoying your products. Not only does this show your brand really loves your customers, but it also shows that customers love your brand.

Related Content: 3 Powerful Website Personalization Examples That Will Instantly Boost Conversions

Email

If email is the primary way a customer hears from you, it’s important to make sure your brand is communicating with that customer in a way that makes them feel unique and understood. Launching one-size-fits-all marketing campaigns will never be the way to lead customers through the buying lifecycle. Instead, focus on customizable emails that focus on the individual customer’s behavior. This level of personalization will keep you top of mind during the holidays.

Include personalized product recommendations

In any email, it’s important to personalize when you can. And we don’t mean adding a contact’s first name to the email. Personalization today goes far beyond that. In addition to contact details, use browsing and purchase behavior to include recommended products in every email. Products that are related or similar to a past purchase (or browse session) will show customers you’ve taken the time to get to know their interests.

Luisaviaroma Product Recommendation

Source

Personalize triggered emails based on behavior

Triggered emails, like browse abandon and abandoned cart, are very popular among marketers. After all, they offer a second chance for users to click through and purchase, and these types of email are fairly easy to implement. But for many marketers, they miss the point of why carts are abandoned in the first place. Customers often are bouncing between competitor sites and looking for the best deal. Use past customer behavior to include an incentive to drive a conversion. Did the customer use a free shipping code on their last visit? Consider throwing in free shipping to see if that will bring them back to your product page and purchase.

Mobile and Push Notifications

Over the past two years, mobile apps have become a critical way for customers to interact with brands, especially during late November and December. Consumers who regularly use retail apps have grown accustomed to helpful features built into the app, like in-app messaging. Mobile marketing can be a powerful tool you’ll want to start using before the year-end holiday events.

Ask users to opt-in to push messages

If customers download your app, it’s important to make sure they opt-in to push notifications. These messages can be the most lucrative for retail apps. When customers sign in to your new app, give them directions on how to opt-in on their mobile device to ensure they never miss an important sale or new product. This allows you to get the opt-in before you start pushing holiday sales.

Use push notifications wisely

Just because apps and in-app messaging are increasingly popular, that doesn’t mean you should abuse the power. Just like emails, too many messages can cause fatigue for customers. Make sure your notifications are personalized and purposeful. Again, sending a one-size-fits-all message constantly to your users will make your brand seem like you don’t understand them at all. Create personalized campaigns that send messages about certain products and promotions that are in line with each customers’ behavior.

SMS

While SMS marketing messages have a staggering 98% open rate, not all opens will result in a purchase. But that doesn’t mean they won’t convert – 29% of targeted customers will respond to text messages, and 47% of those responders go on to make a purchase.

Optimize send times for individuals

Not all of your contacts are in the same time zone, meaning you shouldn’t send messages to your entire list at the same time. Beyond time zone considerations, each individual also has a unique time when they are most likely to respond to your messages. Use A/B testing to identify the best time to reach each customer and give them a personalized experience while also giving your brand a better chance for a conversion.

Use targeted and personalized offers

Once again, creating messages and campaigns based on user behavior will make you stand out among your competitors. Rather than sending mass SMS texts, send segmented, individualized messages based on past purchases, browsing, and interests.

Digital Advertising

Digital advertising no longer means just bidding on keywords on Google. For retailers, social media sites like Facebook and Instagram have opened up an entirely new way to reach customers. Not only that, but brands can now target customers using ads on other sites, making it easier to follow your customer around when they are researching products and just browsing the internet.

Retarget based on customer data

The best way to create a personalized experience that sets up your brand for success during the holidays is to use customer data to influence which ads they see. Retargeting ads use data to show products that a customer recently browsed or added to a cart on different sites they’ve visited. This shows customers that your brand knows what they like — it also shows you’re willing to meet them where they are in their buying process.

Madewell

Source: Madewell

Use behavior to trigger the ads

Create ads that are triggered based on certain events. Did a customer browse a few items and then leave without doing anything? Or did they put something in their cart and leave the site without purchase? Use these events to trigger retargeting ads specific to the behaviors your customers are exhibiting. Just like abandoned cart and browse abandon emails, these ads will keep your brand top of mind for customers during the holidays.

Social Media

Social media continues to be a big influencer on online and offline purchases, but it’s also one of the public faces of your brand and goes a long way toward establishing a positive relationship with your audience.

Monitor sentiment of your brand

Customers are far more interested in hearing what other customers have to say about your brand than they are in hearing what you think about your brand. As mentioned before, customers jump between channels looking for competitor prices and overall reviews of products and brands. Make sure you keep a handle on what customers are saying about your brand on social media. If a customer has a bad experience (or a good one), a brand reaching out and addressing the situation goes a long way with customers. You don’t want one bad review to turn into several because you didn’t reach out, especially during the holidays.

Interact with your customers

Outside of ads, personalizing social media for individual customers at scale may seem rather difficult. But what if you monitored and interacted with your customers? Even more than that, what if you used social media to reward your best customers by sharing their experiences? During the holidays, customers look for more than just pricing; they look for a brand who gives them a great experience. By interacting with your customers and rewarding their loyalty publicly, you’re showing how much your customers mean to you and creating a positive sentiment among your audience.

Final Thoughts

With the holidays quickly approaching, marketers must step back and rethink their strategy if they want to stand out from the competition. Putting the customer first means re-evaluating not only your omnichannel marketing strategy, but also how your customer fits into the mix. Because customers shift between channels and every customer journey is different, your strategy needs to be equipped to handle the omnichannel holiday shopper. By adding personalization to each channel and enabling customers to move through your channels seamlessly, you’ll create an unbeatable customer experience that will build loyal customers who will keep coming back even after the holiday dust has settled.

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Dominate the holiday season in 2019/2020.

GDPR General Data Protection Regulation

GDPR is Live… Now What?

The GDPR is in Full Effect. Is My Organization Ready and Compliant?

The GDPR is now live and in full effect. With the enacting of the GDPR — similar to the 2012 Doomsday prophecies — the world will go on. Marketing will go on.

With so much information floating around out there about the GDPR, I wanted to address some pressing topics I continue to hear.

I think I’m in compliance — but how can I know for certain? Is there some entity or governing body that can sign off?

The GDPR sets forth a series of requirements for an organization to follow when processing and protecting personal data. Each organization should and will mitigate the operational risks associated with data processing in different ways depending on multiple factors.

Related Content: What You Need to Know About the GDPR [Plus Bonus Influencer eBook]

It’s not as cut and dry as just “yes” or “no,” and so compliance isn’t simply an exercise of ticking some boxes. The best policy is to adopt a culture, philosophy, and organizational behavior that protects customers’ rights.

This approach is not new, but it’s just now coming to the forefront and becoming reinforced by the GDPR. In an ideal world, most organizations should have been following these principles for the last decade.

Legal advice is important if you are still concerned about your organizational practices when it comes to collecting and processing data. But if you adopt the privacy principles to protect your customers and are aware of the risks while processing their personal data – and are equipped to comply if solicited for data — then you should be in the clear.

Will I see a reduced volume of leads since there’s decidedly more friction for web visitors to opt in?

You should look at the GDPR not as an obstruction to your customer acquisition strategy, but as an opportunity to have better relationships with your customers.

Having clear consent from a subscriber to receive your marketing communications means that they want to hear from you. This sounds obvious, and, from your subscribers’ point of view, it is fair to expect that when you receive their personal data, you will protect them the best you can.

Do you want to send marketing campaigns to the people that truly want to receive them — or just be another irrelevant sender for recipients?

Clean data might be harder to come by, but it means that you won’t be using data that may’ve been given to you under false pretenses or the like, and may likely be invalid. This means that your campaigns will have better engagement, overall — even if you’re sending to a smaller list size.

You’ll be more relevant, and will get much better inbox placement and, in the end, better ROI.

The GDPR simply raises standards to HELP you in creating a clean, valuable, and addressable customer database — this is a good thing.

Is there a software solution for GDPR compliance?

Right to be forgotten, consent management, consumer administration, and audit support are the fundamental ideas of GDPR.

There are a lot of solutions that allow you to implement these ideals while processing your customers’ private data.

What you must keep in mind is that it’s up to you to understand how to manage and deal with the data transactions and interactions across all your other systems and channels. There’s no single platform that will magically make you compliant; compliance is an organizational perspective which can be achieved with whatever system you already use.

We shared a CRM list with a sister/partner company — should we disclose that to the contacts on that list?

The short answer to this question depends on how confident are you that the recipient understood and authorized sharing of their personal data.

List-sharing, per se, is not new — and even before the GDPR, if you didn’t get explicit consent from those recipients, it would’ve still been illegal in Europe.

If you are unsure, it is always better to confirm if you can share that data by sending re-permission emails.

Related Content: The Definitive Chapter Guide to Re-Permissioning Campaigns for GDPR [Examples]

Are abandoned cart emails allowed under the GDPR?

Yes, if you respect the GDPR principles.

Related Content: How to Send Abandoned Cart Emails that Drive Revenue [Examples]

Under GDPR, having the consent from a recipient means that the recipient was not forced — and that there is a clear understanding about what are they consenting to, and wishing to happen.

You might not need the explicit consent if you can demonstrate and have legal ground to justify the “legitimate interest.” Even so, you must provide that information to the recipient and allow them to opt out from that process.

A Can we retain marketing leads obtained prior to the GDPR and use them after enforcement?

You must make sure that you have permission and acceptance from your contacts and they agreed/opted in to be contacted by your business.

If your contacts have explicitly opted in to be contacted by your company under the GDPR directives, you can use that data. If you are unsure, you should collect that permission from your contacts.

Does the GDPR require changes to customer databases?

Users have the right to remain anonymous. This means that users can demand the termination of any data processing.

They can also request and access all data that is related to their own personal data including how you track them on your website or other systems.

You must assure that you only collect the data that is required and for the necessary period of time by applying a retention policy.

Final Thoughts

The GDPR isn’t the end of the world. On the contrary, it’s the beginning of a brand new world. All things considered, the GDPR presents a chance to adapt our customer acquisition practices and should help usher in a paradigm shift of how we’re contacting customers and with what communications.

Moving from a “one-off” conversion mentality to ongoing customer relationship cultivation requires an overhaul in how we view customers and their personal data — when, where, and how we send campaigns, content, and communications to contacts that desire to hear from you. Now it’s your chance to start fresh and begin building a substantial, engaged audience. ◾

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Mario CostaMário Costa is Head of Technical Client Services at Emarsys where he focuses on web development, PHP, web servers admin, web design, and tech support. He has been with the company since 2013, and is lives and works in Reading, UK.

Connect with Mário: LinkedIn

Young woman using laptop in cafe

Email Marketing Expert Kath Pay on Personalization, Deliverability, and Key Metrics

As a committed email marketer and steadfast believer in the power of email, I wholeheartedly believe that email, as a channel, delivers the goods.

I work with brands to ensure that email positively impacts the bottom line and supports other business objectives. I’ve seen email improve and support business growth; and have seen it executed poorly, with little investment of time, resources, or care – and as a result, have a less than optimal effect on brand perception and revenue. Email is powerful enough to impact, change, and propel a business to new heights.

But it’s sad to say that email is often a brand’s own worst enemy. As a permission- and push-based channel, it more often than not delivers the highest ROI even when sending average emails. Therefore, the C-Suites often question why more budget needs to be invested when it’s already delivering the goods. In fact, they find it hard to believe that with more budget, the best performing channel will deliver even better results.

twitter“As a permission and push channel, #email almost always delivers the highest ROI,” says @KathPay #EmailMarketing #Deliverability CLICK TO TWEET

Today, I’m going to explore a few topics that are most pressing in the busy, 2018 email marketing environment… one that demands personalization at all costs.

Your Biggest Opportunity (and Challenge) in Email: Personalization

Both the biggest opportunity AND the biggest challenge for email marketing is personalization.

Unlike web personalization, email personalization is based upon the unique ID of the individual – the email address.

Related Content: Why Email Has Become our Digital ID, and How Digital Marketers Can Leverage it for Omnichannel [Experts Weigh In]

Starting with a user’s email address can help you centralize all their online behavior and personalize the experience to the individual, not to the device (via cookies). Personalizing via email (and carrying it through the user’s journey on the web) will help create a better end experience for the customer.

Although email is the easiest channel to personalize on a 1-to-1 basis, it still isn’t “easy,” and this is the challenge.

It is easy, however, to think of personalization as being the objective, whereas it’s actually a strategy, made up of covert and overt personalization tactics. The objective is to deliver an enhanced customer experience – with personalization being one of the strategies used to deliver upon this objective.

Related Content: Kickdynamic on AI, Dynamic Content, and Personalized Emails

As email marketing benefits from amazing technology, we’re often tempted to let the technology dictate our strategy. However, when it comes to personalization, we need to ensure that we, the marketer, take the reigns and create a meaningful and relevant experience for our customers by being in charge of the strategy – and allow the technology to bring it to life at scale.

Driving Toward Deliverability: Hit the Inbox with Precision and Relevance

Deliverability is a major piece of the email puzzle. Personalized emails move the needle, but they won’t do anything if they don’t reach the inbox, so it’s important not to put one foot in front of the other – let’s ensure emails are making it to their intended recipients.

I’ve been dealing with deliverability issues for more than 18 years. The most commonly held misconception about deliverability that I’ve seen is that by having some collection or suite of deliverability tools (software, systems, etc.) at hand, your deliverability will magically be good.

twitterThe most commonly held misconception about #deliverability is that some collection or suite of deliverability tools can magically skyrocket your #inbox placement, says @KathPay CLICK TO TWEET

The clue is in the name – some tools can help you identify whether you have a problem. They can often (but not always) point you in the direction of resolution.

However, most clients that I have worked with – regardless of whether they have tools at hand or not – already know the reason why they have a problem… whether they like to admit it or not.

Most deliverability problems are caused by a lack of a clear strategy.

Without a strategy at hand, designating the objectives to be working towards and the tactics to be used to achieve these objectives, brands can (inadvertently) abuse or misuse their list, mix up their permissions, and send less than engaging messages to their contacts.

Some of the most common causes of poor deliverability I’ve dealt with include:

  • Not setting a reasonable frequency suited to their buying cycle (either over-mailing, under-mailing, sending adhoc emails or having spikes in their send frequency)
  • Not delivering the value they promised when the subscriber first signed up (not meeting expectations, which can cause a lot of complaints)
  • Not gaining permission and/or emailing to bought/rented third party lists
  • Not having basic list hygiene processes in place
  • Not warming up their dedicated IP addresses

Most of these issues can be prevented by having a comprehensive strategy in place.

So, while deliverability is often thought of and treated as a technical issue (with programmers and the IT team attempting to resolve the issue), it’s more often than not just a lack of strategic input – which needs to be addressed by the marketer, BEFORE the issues occur.

The tools come into play by working in conjunction with the strategy, informing the marketer of potential deliverability issues before they arise.

Learn the Art of Marketing

One of the biggest challenges in modern marketing is a tendency to drift toward a channel-centric mentality instead of a customer-centric one.

More often than not, we’re conditioned, groomed, and encouraged to market primarily via channels (e.g., SEO, PPC, email marketing, social media, etc.). We even self-brand ourselves into these buckets.

Because of this we’ve either forgotten or never learned the true “art of marketing” – understanding human behavior and how to market to it. We therefore seek “silver bullets” within specific marketing channels… which tend to be very tactical.

Ideally, we should start focusing on the customer’s journey and fit the channel into it with the aim of delivering a smooth customer experience. As it is, we often try and fit the customer’s journey into each channel. The end result is a disconnected journey for the customer.

Start with the customer and their journey, rather than the channel. Have a desire to understand of what makes your customer (and humans) tick – this will help you to help them.

How can you know or overcome this challenge? Get back to basics and understand human customers and their desires. Then, equipped with knowledge of the successful tactics for the selected channel, combine the two skills with a focus on the end consumer rather than the brand.

Pro Tip: What happens when we set out to create a landing page, email, campaign, or program without focusing on the objective is that we get caught up in the detail and what we think looks good. It’s easy to forget about our customers and our end objective. We deliver something that meets our needs but not necessarily the end users, and therefore risks being brand-centric in its approach. Focus on your customers, and ensure the “email-to-landing page” experience is consistent and relevant.

Measuring Email Personalization

At the end of the day, how do you measure the success of your email personalization? And which key metrics should you measure among a sea of possible quantitative results?

Related Content: The Ultimate Guide to Measuring Email Marketing Success: 12 Key Metrics

Drumroll, please…

…the most important metric is…

…the one that matters most to your objectives.

Many email marketers want a straightforward answer like “open rate” or “click-through rate.” Picking one metric as the Holy Grail of email marketing is simple, but it misses the point.

Too many email marketers go wrong when they claim success or failure by using the wrong set of metrics. They take metrics that are designed for one purpose and assign them meaning and significance they don’t deserve.

My recommendation: have an objective for each campaign as well as for each email you send as part of that campaign. When you know your objective, you’ll know how to measure performance.

Will your CEO or CMO care if your latest email campaign generated a record-high open rate, which is a top-of-funnel metric? Maybe – if you can also report that you beat your sales goal by 20%, or qualified 20% more leads over the goal, which is more of a bottom-funnel metric and is aligned with your final objective.

Closing Thoughts

Email is the MOST direct, cost-effective, and effective digital channel to communicate with your audience, subscribers, and customers.

We’re moving to an age where most brands are getting really good at email, too. The only way to stay relevant will be continuous improvement – and in an age where email marketing tools are relatively commoditized, the brands that can truly personalize end users’ experiences will be the victors.

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Kath PayKath Pay is the Head Consultant at Holistic Email Marketing. Kath lives and breathes email marketing. She is not only a world-renowned speaker and trainer but also practises her art with her consultancy, Holistic Email Marketing, where she is Founder and CEO. Many years ago she coined the phrase Holistic Email Marketing, practising this approach within her consultancy and teaching it to her students and clients. She is one of the World’s Top 50 Email Marketing Influencers (Vocus, 2014).

Connect with Kath: WebsiteLinkedIn@kathpay

Young woman using digital tablet outdoors

Own the Inbox: How to Boost Deliverability and Dodge Spam

When it comes to ways of connecting with their customers, modern digital marketing teams have no shortage of new technological innovations.

Social media, marketing automation, artificial intelligence, and virtual reality have changed how most digital marketers plan. As sophisticated as these new technologies are, when it comes down to it, email deliverability is still at the top of the priority list. No matter what new trend or tool has popped up, email remains the largest social network on earth, and the #1 ROI digital channel.

twitter#Email #deliverability should be atop your priority list — email is still the #1 ROI digital channel CLICK TO TWEET

The number of email users worldwide is forecasted to rise to 2.9 billion users by 2019, with U.S. users alone projected to grow to 254.7 million by 2020. Those numbers ensure a continued role for email marketing services for the foreseeable future.

In addition to the growing use of the medium, email marketing is one of the most cost effective channels for most of your campaigns. With the right email technology, you can send any number of highly targeted messages directly to large audience groups with very little manual effort — and individualized content for each recipient. And yet, as with any technology, there are issues and behind-the-scenes-requirements.

In the world of email marketing, one of those is deliverability.

History of Email Deliverability

Once upon a time, in the early days of email, deliverability meant ensuring email arrived in the targeted inbox. As email grew and the cost effective nature of email marketing became better known, some businesses used it to send unsolicited email, or spam, to massive audiences. These businesses had no interest in whether or not the customer was interested in the message or if it was relevant to that customer, just that they had a captive set of eyeballs — at least until the user deleted the email. As Internet Service Providers (ISPs) caught on to this, they developed deliverability measures and precautions to differentiate between legitimate and illegitimate mail in order to prevent spam.

Today, each ISP from Google to Yahoo has its own safeguards to filtering spam email, which contributes to the more than 20% of emails that never make it to their destination.

For example, if a brand issues 12,000 emails a month, 2,400 of them are bringing in no revenue – simply because they are never making it to the intended inbox. While navigating the waters of deliverability may seem overly complicated and almost impossible for many digital marketers, it is actually an opportunity to learn and understand how to create transparent, repeatable email campaigns, reaching targets more effectively.

Organizations must take proactive and precautionary measures to make sure their emails don’t get caught by spam filters. These measures also encourage you and your team to create engaging, targeted, and personal emails that build two-way relationships, while avoiding false identification as spam.

So what does that mean and how can you ensure you avoid the dreaded spam filter?

How Email Deliverability Works

When it comes to how ISPs gauge what is spam and what isn’t, they use what is called “engagement metrics.” These metrics look at what happens once content is delivered to the inbox. Basically, whether or not the user engages with the email is a strong indicator as to whether the user actually wants the content. A few of those engagement metrics include:

  • How often is the email flagged as spam or moved to trash?
  • Does the user interact with the content by clicking on links, replying, or forwarding?
  • Has the sender been included in the users address book, subsequently endorsing current and future content?

Knowing how the email will be judged by the ISP can help you in the next step of deliverability: structuring your email.

Structuring Emails for Better Deliverability

When working to craft an email marketing campaign that will best maximize deliverability, you should start with the setup and foundation in the backend of the email marketing infrastructure. This means:

  • Implementing authentication mechanisms to avoid triggering spam flags
  • Including footers with opt-out support, privacy information, and an address book add link
  • Keeping the email database up-to-date and maintained. For example, suppress inactive email addresses that can impact bounce and engagement rates

Once the infrastructure is in place, turn your attention to the design of the email. There are certain ways to craft emails to avoid getting caught in a spam trap and encourage engagement from recipients. Those methods include:

  • Avoiding email attachments, as they are an instant red flag for ISPs
  • Creating compelling subject lines that will encourage the user to open the email but also are relevant to the content within it
  • Being smart with formatting. Lots of bold or underlined words or fonts are a sign of spam. Keep the design clean and let the content speak for itself.
  • Using content checkers to scan email and code before it is sent can flag anything at-risk, helping solve potential deliverability issues before the campaign even launches

Final Thoughts

Email deliverability can be one of the more challenging obstacles email marketers face.

Failure to comply with these deliverability requirements can result in damage to the brand reputation and a direct impact on the revenue of the brand. But, by taking the time to get it right and improve email deliverability, your brand will see more emails reaching the intended targets.

Ultimately, increased deliverability leads to more effective campaigns, far greater ROI, and more revenue.

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Woman Shopping Online On Laptop

Why Personalization and Cart Abandonment Emails Are a Match Made in Heaven

When I think about my email consumption mentality, I’d categorize it two ways: my inbox is cluttered (with tons of emails from the brands I’m opted in with, from friends and family, and even from addresses I don’t recognize), and as a result, I’m increasingly cautious about what I open.

I believe this description pretty accurately reflects the larger consumer pool, too. Today’s consumer receives an average of 122 emails per day — with about 18 of those being spam.

The question that begs is this: why would anyone open and click on a branded marketing email?

Getting noticed and inspiring action in the inbox is no easy task.

It takes a truly personalized touch to get attention and drive action that leads to value for your company.

Cart abandonment emails work to re-engage individuals who have built but bailed online shopping carts with items from your e-store. This practice — leaving a saved cart behind — is too common: 68% of online shopping carts are abandoned before the customer completes a sale, according to Shopify. About 59% of U.S. online shoppers have abandoned a cart in the past three months because they were ”just browsing/not ready to buy.

Your job is to re-engage them with ridiculously good content.

I like to think about these kinds of email campaigns around the five “C’s” — these are the most important things to think about with cart abandonment emails:

  • Customer → Is the email tailored to individual customers using their name and other identifiable elements that says “we know who you are!”?
  • Context → Does the content counteract the reasons why customers might have abandoned their carts?
  • Customization → Does the email contain personalized components like unique subject lines or product recommendations?
  • Clear/Concise → Cart abandonment emails should not be lengthy or too involved — you want to capture interest and keep it as succinctly and quickly as possible
  • Call to action → Is it easy to find and click on a button or link to be redirected to the check out page?
twitterThe 5 “C’s” to get right w/ shopping #cartabandonment #email campaigns are: Customer, Context, Customization, Clarity, & CTA CLICK TO TWEET

Cart abandonment emails and personalization are a match made in heaven, and the two go together like bees and honey. Let’s talk about why and how.

Sometimes, You Just Need a Friendly Reminder

I love ice cream. But I’m also passionate about staying healthy and fit. I remember when I first learned about Halo Top ice cream — all the flavor but only about 300 calories per pint! At first, it was a tough treasure to find in stores and I got so excited when I found it at my local grocer. But over time, the product became more common and I quickly began expect it always to be there.

If you think about it, cart abandonment emails are kind of like my experience with Halo Top ice cream. It was so special at first, but customers are no longer delighted by the discovery. They have come to expect it. In fact, they might be disappointed if they don’t receive an abandoned cart message after bailing before making a purchase.

Cart abandonment emails still work, but they require the right appeal, and if you miss the mark by even a smidge, customers will move along to the next flavor.

Cart abandonment and personalization

We’ve already published a lot of information about how to create and execute personalized shopping cart abandonment emails — that’s not the idea of this post.

Related Content: How to Send Abandoned Cart Emails that Drive Revenue [Examples]

The value of cart abandonment emails today really isn’t re-introducing products to consumers. Brands that can’t do that with run-of-the-mill abandonment emails are in the minority.

But using artificial intelligence and capable mar-tech to add additional layers of personalization to these emails is not only possible but will also set you apart from everybody else.

Cart abandonment emails, infused with personalized elements, can politely prompt customers to return to their cart and complete their purchase, quite often at a higher average order value (AOV).

But what does personalization look and feel like within these emails?

Personalized, AI-Driven Cart Abandonment Emails Work

Personalization adds flavor to a rather bland touchpoint. The trick with abandonment emails is to make what may seem like an intrusive marketing message FEEL like a life-saving, beautifully-crafted, last-ditch opportunity.

Leveraging artificial intelligence in cart abandonment emails, like data-driven customer lifecycle insights or predictive product recommendations, not only satisfies customers but leaves them craving (and spending) more.

Personalized, triggered cart abandonment emails consider the customer and context. Questions to ask include:

Who is the customer? A lead? A first-time buyer?

What is the context of the customer’s journey and why did they abandon their cart? Cost issues? Decision fatigue?

Identifying who and why enables your AI-driven automation machine to enhance customization levels to further personalize beyond a first-name basis — with product recommendations that complement the saved cart items.

You always want to remain as concise as possible and offer a clear CTA (I love buttons) so the customer can’t resist but to click.

One of my favorite brands, Sephora, does all these things — they emailed me by name, and included an email that proved they knew where I was in the buying journey, complete with personalized recommendations and a CTA to go back to my cart.

And guess what? I returned to my cart, and continued the checkout process.

Parting Thoughts

As I often remind and advise my clients, cart abandonment emails are as much about human psychology as anything else… then using personalization to enhance the content and increase likelihood of conversion.

What, when, and how will trigger their interest to read, return, and buy? It’s not an easy task, but one ripe with opportunity — multiple sources reveal that about 40% of abandonment emails are opened, with about 50% of those being clicked.

Regardless of the platform, a majority of cart abandonment automations are triggered the same way. The difference is in the level of personalization that you can add to the emails… and it’s that added “little bit extra” that will often mean the difference between being ignored among a mass of other emails, or being engaged with. ◾

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Cameron HalcombCameron Halcomb is a Customer Experience Consultant at Emarsys. She works with global brands to help them engage with their customers through cutting-edge technology and customer-centric strategies.

Don’t abandon Cameron! Connect with her: LinkedIn@camhasslerEmail

GDPR, the entry in the notebook .General Data Protection Regulation concept may 25, 2018. GDPR metaphor.

What You Need to Know About the GDPR [Plus Bonus Influencer eBook]

Introduction

Many of you know by now that the EU’s General Data Protection Regulation (GDPR) is the result of four years of work by the EU to bring data protection legislation into line with new, previously unforeseen ways that data is now used.

GDPR requirements will be enforced starting on May 25, 2018, and require organizations to diligently protect personal data, as well as provide proof about how that data is protected.

The goal is to harmonize, modernize, and strengthen data privacy and processing policies across Europe. GDPR replaces Directive 95/46/EC (the ‘Data Protection Directive’) which is out of date due to evolving technology standards.

The GDPR affects ANY business that collects, processes, stores, and uses data from people residing in the European Economic Area (EEA). It affects you whether your organization has EEA headquarters or not, or if the processing itself takes place in or outside of the EEA. This means that whether you have European headquarters, or if you are only a firm with offices or customers in Europe, you need to adopt new practices to ensure full compliance with this regulation.

Why Is the GDPR a Law and What Will It Cover?

Overall, the EU wants to give people more control over how their personal data is used, bearing in mind that many companies like Facebook, Google, and others swap access to people’s data for use of their services.

By strengthening data protection legislation and introducing tougher enforcement measures, the EU hopes to improve trust in the emerging digital economy, and, secondly, to give businesses a simpler, clearer legal environment in which to operate — making data protection laws identical throughout a single market. The EU estimates this will save businesses a collective $2.8 billion (€2.3 billion) per year.

Customers will need to be given choice and control over how their data is handled. To comply, you’ll need to know how the GDPR defines personal data, where it’s located in your business, how it’s used, who can access it, and much more.

For instance, the GDPR sets a high standard for consent, which will have a huge impact on the marketing industry.

There are many new updates to come as the GDPR is the biggest overhaul in EU data protection regulations in more than 20 years. Other areas of focus for the law include:

  • The right of consent
  • The right to be informed
  • The right of access to personal data
  • The right of rectification
  • The right to be forgotten
  • The right to limit treatment
  • The right to data portability
  • The right to the opposition
  • Rights relating to automated individual decision, including profiling
  • And many more

Conclusion

Organizations need to start by understanding what data they acquire, then hold and process and the legal basis for it.

Privacy needs to be designed into systems and processes, and respect for data subject rights needs to be stepped up. Policies and procedures for handling any security breaches needs to be in place.

At its heart, however, data protection is about understanding what data you hold and why. Businesses need to review their data protection policies and technology to ensure compliance, and should not be shy about reaching out to their local regulatory body or to a trusted consultant for advice to ensure they get it right.

Be proactive and protect the data you hold, encrypt it, and always keep up to date with your security solutions. Data breaches occur every day. Nonetheless, the EU has just increased the consequences of inadequate privacy. It’s time to adjust in a world of change.

Learn more about how to prepare for the GDPR in our on-demand webinar in tandem with Return Path: GDPR: Keep Calm, Take Action and Stay Compliant.

Related Resources:


Dennis DaymanDennis Dayman, CIPP/US, CIPP/E, CIPT, FIP is Chief Privacy and Security Officer at Return Path. He has more than 20 years of experience combating spam, security/privacy issues, data governance issues, and improving email delivery through industry policy, ISP relations and technical solutions. As Return Path’s chief privacy and security officer, Dayman leverages his experience and key relationships to provide best practices to Return Path, its customers, and ensures the compliance of their communications data flows. He is also responsible for coordinating and managing Return Path’s international electronic commerce, privacy and Internet-related policy issues.

Connect with Dennis: Twitter ReturnPath

CustomerAcquisition-e1573569393195

Is the Cost of Acquisition Holding Back Your Growth?

Rethink the Metrics of Customer Acquisition

Digital advertising was traditionally anonymous and driven solely by Google Analytics – looking at the cost of a click, an impression, a conversion, and the value of a sale minus the cost of that initial interaction.

Then in 2012, Facebook totally changed the advertising game, and, in many ways, it’s only just now starting to hit home.

Facebook’s launch of Custom Audiences changed an already-murky world of click fraud, cookie pools, and persona-based marketing. It turned the processes that second- and third-party data networks had been using upside down. Suddenly advertisers were able to use their own first-party data to target very specific, extremely well-defined audiences.

Much of your digital advertising budget is going toward activities – display and search ads – that aren’t easy to track since data privacy and security concerns have influenced the Googles and Facebooks of the world to report based on anonymous traffic until there’s a conversion. But some of the world’s largest advertisers like P&G have called out Facebook and Google for lack of transparency in who is receiving, seeing, and clicking these ads.

Using “customer match” or custom audiences means you can target individuals and match your budget to them based on their email address or mobile telephone number – so you can finally target “people” rather than anonymous traffic.

This concept of not just targeting an anonymous persona but a specific person changes marketing analytics and attribution – but most of the brands and many agencies we speak to haven’t made the leap into working with first-party data; instead they continue to rely on Excel spreadsheets pulled from Google Analytics.

Focus on Who is Driving Your Traffic

Many marketing teams still look at how much it costs to drive traffic to their website or mobile property, how much of that traffic they convert into revenue, and the cost of attaining that revenue.

ROI is based on anonymous data – whether the traffic is a new customer, a returning customer, or a loyal customer who advocates your brand.

However, customers are not traffic, impressions, or clicks. So instead of looking at the activity – the “what” – top-performing marketing organizations are looking, instead, at the “who” – the customers driving that activity.

By understanding the value of a customer and their engagement with your brand, you can make better decisions on how much you’re willing to pay to acquire, as well as how much you’re willing to pay to retain.

Let’s say a new customer has an average order value of $10, but you know that your active repeat purchasing customers are worth $60 – how much are you willing to pay to acquire a new customer?

Do you look at the first value, the $10 you’ll get right now, or are you playing a longer-term game where you’re willing to pay more than $10 to get the $60?

This concept isn’t new – it’s how many businesses grew in the ‘90s.

What is new is the ability to supress your own first-time buyers from Display and AdWords on Facebook and Google so you can optimize your budget. You have the ability to use your customer data and what you know about those customers to optimize your marketing – so you can spend more or less based on the behaviors of your customers and their value to your business.

Drive Visibility Across Marketing Channels

Predictive analytics mean we now have the ability to estimate, with a high degree of accuracy, Customer Lifetime Value (CLV) and time-to-value — how much, on average, a customer will spend and how long it will take to realize that revenue.

Omnichannel marketing is now a lot easier to design and execute because we’re able to see “who” we’re bidding on (and, in some cases, not bidding on, meaning marketing automation provides a lot of options for optimizing costs and making budgets work harder).

A couple of tips here:

  • Use high-cost channels such as Facebook Display Ads and Google AdWords to acquire the initial contact, but use your website and mobile properties to capture the known customer data as early as possible to optimize your conversion funnels and post-purchase marketing activities.
  • Drive traffic to your website or mobile app, capture an email address, and use that email address in addition to your display retargeting to convert.
  • Once you’ve secured a new customer, exclude them from remarketing and targeting activities. Ensure they’re receiving and getting value from products or services with low cost channels such as email, your mobile app/push messages, and onsite marketing activities.
  • If engagement drops, use existing spending and past behaviors to predict future value of the customer. This will help make decisions about retargeting and remarketing via Facebook and Google Ads again, or through higher cost channels such as SMS or direct mail.

Final Thoughts

True cross-channel, cross-device customer lifecycle marketing wasn’t possible even six short years ago.

But now, thanks to that big switch from Facebook, we’ve got the opportunity to use our first-party data to bring together digital advertising, marketing, and CRM to drive better results at lower costs.

Marketing is in a constant state of change. Are you keeping up? No sweat — we’ve got you covered. We’re revealing 5 big predictions for the next 5 years, straight from the desk of the CMO: “5X5: 5 Marketing Predictions for the Next 5 Years.”

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Overhead shot of a creative professional's desk while he is typing on his wireless keyboardhttp://195.154.178.81/DATA/shoots/ic_784739.jpg

$101k in Revenue from Abandoned Carts in Just 4 Months: Replacements’ Story

The World’s Largest Custom Dining Ware Brand Needed AI Marketing

Until recently, Replacements, Ltd., the world’s largest “supplier” of vintage and current dinnerware, crystal, silver, and collectibles had been using its home-grown, in-house system for all email marketing activities. Like many brands, most of their campaigns took a batch-and-blast approach to email marketing.

While this “legacy” model had worked in the past, the North Carolina-based retailer knew that they needed to make some changes to become more efficient and begin delivering more effective, more personalized interactions to their customers.

But even with an exceptional in-house tech team, personalizing communications with each of their 10 million global customers was no small task. That’s why Linh Calhoun, Chief Marketing Officer at Replacements, and her team decided to partner with Emarsys to help them better leverage their customer data and scale their personalization efforts.

Calhoun and her team used the revolutionary artificial intelligence marketing technology provided by Emarsys to completely revamp the way they interact with customers — forming real relationships based on who each customer is, where they are in the purchase cycle, and when and why they want to hear from the brand.

Using Customer Data to Resurrect Email

“We had a lot of data. What we wanted to do was better utilize that data, and be more nimble in how we communicated with our customers,” Calhoun said.

Replacements wasn’t necessarily searching for a marketing automation platform at the onset. Instead, the company was just trying to understand their customers on a deeper level, and connect offline resources with online resources.

But it also wanted to save time and reduce the volume of emails so that the marketing team could get back to creativity and strategy… not segmentation and manual, time-consuming campaign-building.

Replacements’ Goal: the brand knew their e-commerce presence needed some work to match the in-store experience. They wanted to radically improve email campaigns and track website behavior. They also wanted to save time and increase efficiency for the marketing team, while addressing consumers’ website behavior via email.

It used AI-driven data science to create more effective email campaigns in far less time. AI marketing technology allowed the brand to increase efficiency of its email program while simultaneously addressing website behavior with abandoned cart campaigns and browse-abandon campaigns.

Personalizing emails based on web behavior

A full-fledged marketing automation platform allowed Replacements to collect additional customer data that they previously did not have access to with their in-house system.

Armed with that information, Replacements had enough intel on online customer behavior that they could begin identifying when and where users abandoned web pages they had been browsing.

Within three months of using browse-abandon emails, Replacements generated an extra $26,000.

Abandoned cart emails

Replacements also found that, with AI-driven abandon cart campaigns, they could send reminder emails to customers who began online shopping with a cart but didn’t check out. Abandon cart emails helped the brand get customers who were oh-so-close to buying (but didn’t convert) get past the finish line.

Abandoned cart campaigns alone shot up to a 13.9% conversion rate. They generated $10,000 from the first campaign and a total of more than $101,000 in additional revenue within the first four months.

Conclusion

Ultimately, Replacements significantly improved their personalized interactions with customers through email and web browsing, as well as increased revenue with abandoned cart and browse abandonment campaigns.

It moved from a batch-and-blast, mass communication approach with limited segmentation to relying on AI technology to target customers at the individual level.

Replacements saw the following results in adopting AI marketing technology:

  • Achieved 20% open rate among more qualified segments
  • Modified communication frequency and reduced volume by 50% (without reducing revenue)
  • Reduced opt-out rates
  • $26k in revenue from browse-abandon campaigns in three months
  • $101k in revenue from abandon cart campaigns in four months
  • 100% ROI within weeks of adoption

“The machine learning piece helped segment our customers, and see their future revenue potential,” Dennis Neelam, Manager of Analytics & Customer Insights said. “It also brought a capability to do data science work without having a data scientist. The tool empowered the marketing team to do things they were good at — the creative process.”

The marketing team found that it could begin to focus less on data and campaign building and more on value-generating tasks like strategy, content, and creative work.

Watch the video to hear more about how Replacements partnered with Emarsys to revolutionize its e-commerce approach… or grab the PDF case study to peruse at your leisure.

Marketing is in a constant state of change. Are you keeping up? No sweat — we’ve got you covered. We’re revealing 5 big predictions for the next 5 years, straight from the desk of the CMO: “5X5: 5 Marketing Predictions for the Next 5 Years.”

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Revolution-2018-Panel

Marketing in a Consumer-First World [Revolution Day 3 Recap]

That’s a wrap for Revolution 2018! A big thank-you to everyone who made Revolution 2018 special, from our attendees, speakers and sponsors through to the back-stage staff. It was an unforgettable 3 days of learning, networking, and fun. We hope you enjoyed it as much as we did!

Our final day of Revolution built on the Day 1 “consumer-first” theme. Sessions focused on the need for teamwork and collaboration among organizations and marketing professionals as we work to overcome challenges and meet heightened expectations in a complex, consumer-first world.

Here are some of the top takeaways from this action-packed day:

Allen Nance, CMO, Emarsys

Day 3 kicked off with Allen describing the essential role of teamwork and collaboration in our collective efforts to form productive, meaningful relationships and deliver better experiences to our customers. Allen hosted a panel and asked some thought provoking questions about customer experience… is the purchase experience now more important than the product being bought? The conclusion seemed to be that both product and experience are vital, but there’s no denying the shift in consumer expectations of brands!

Beth Horn, Industry Head, UK Retail and Restaurants, Facebook

Beth provided a unique perspective on how the world’s largest social media network collaborates with marketing professionals around the world to help them acquire new customers, increase loyalty, grow ecommerce revenue, and measure the efficacy and impact on their marketing programs. Beth illustrated that we consume content at a lightning pace… and the younger the audience, the faster the content consumption. It’s therefor vital to capture attention and deliver brand experiences that delight. To highlight this point Beth showcased three great Facebook video ads of varying lengths (but all being under 15 seconds!) from Bose, Heinz and Mr Clean. Her closing insights were about product discovery, and that we all enjoy uncovering hidden gems, or buying products we didn’t know we needed. In her case, these were disco gnomes, and she bought two of them!

Chris Pearce, CEO, TMW Unlimited

Chris shared insights into the art and science of using diverse teams and omnichannel strategies and campaigns to engage customers, genuinely influence behaviour, and successfully manage changing expectations in a consumer-first world. Chris spoke about the importance of neurological gateways in advertising, such as surprise, consistency and personal relevance. Each of his examples were paired with powerful, and real advertisements… referencing Nike, Kinder and Axe (Lynx). Chris’ keynote highlighted the creative side of marketing, and the amazing relationships that brands can forge with customers when their messages are delivered in the right way, to the right people at the right time.

The Emarsys Team, Drizly, CityBeach, and BrandAlley

Raj Balasundaram, Alex Timlin, and Erin Azar explored how the new Emarsys product has enabled success for our pilot clients, Drizly, CityBeach, and BrandAlley.

The Emarsys clients demonstrated that a trust in powerful analytics, simply visualized and paired with turnkey tactics can lead to incredible results. CityBeach shared some of their impressive uplifts, one of which being an 48% increase in active customers YOY.

Alex then added some context to Emarsys direction, explaining that the marketers role isn’t to be a data scientist. He humourously challenged the audience, anecdotally, to analyse billions of rows of data to work out the best time of the day to send an email to our guest speaker from BrandAlley, Alexandra Simion! His takeaway, is to trust in the machine that Emarsys is building to relieve the marketer. A user should be able to define their marketing strategy with simple sliders and switches, enabling them to spend more time focusing on creative.

Vince Reffet, Red Bull Athlete, Soul Flyers

Vince drove home the power of preparation and teamwork by sharing his exploits as one of the world’s most daring and successful aerial adventurists—and revealing the amount of meticulous effort and careful collaboration behind each successful feat. Allen and Vince discussed the Soul Flyers daring projects. Witnessing his practice sessions, we learnt that stunts don’t always go to plan, but tenacity and a willingness to push yourself leads to greatness. In Vince’s case, this can result in breathtaking outcomes, such as entering a plane through a small hatch in the fuselage mid-flight… in a wingsuit!

Not to mention, Vince announced the winner of the tandem skydive. Congratulations to Steff Lever from Quidco!

Thank  you again for helping us make Revolution 2018 a success. We can’t wait to see you next time!  

Case-Study_image_Lesara

Success Story: Lesara

Since Lesara was set up in 2013 in Berlin, the ambitious online discount retailer has made it their mission to make shopping with them fun, easy and cost effective.

The Challenge

Being a newcomer to the e-commerce market, Lesara knew that to stay ahead of the competition they needed to ensure they were delivering highly personalised experiences to every customer. Also, they wanted to avoid a costly, cumbersome integration process that would heavily rely on their IT team.

Lesara has an extensive catalog comprising thousands of deals which are changing every day. The brand needed a way to gather data throughout the customer journey, which would identify customers on mobile, tablets, and desktop computers, and know if it was the same person. They wanted to use behavioural data to send very relevant campaigns. This would reduce the time and effort required by customers to find exactly what they were looking for and get them to the checkout faster.

The Solution

Capturing Rich Behavioral Data

Lesara added Emarsys Predict, our recommendation engine that provides highly accurate product recommendations, which are added to key website pages and email communications. The technical integration only took a couple of hours to implement, and within two weeks, they had built up a robust statistical model that produced heavily personalised experiences for each visitor. These recommendations generated 9.8% of Lesara’s revenue during this period.

Predict Dashboard: Metrics that Matter

By having a fully integrated suite of marketing tools, Lesara’s data is stored, analysed and acted on within one intuitive platform. Lesara can see real-time analytics of product recommendation ROI and essential product affinity trends, which they can then translate into highly profitable business decisions. This intelligence drives better merchandising as Lesara can buy relevant inventory and bundle those products in campaigns.

Lesara’s CTO Robin Muller says, “The implementation of Emarsys Predict was a clear success. The process was quick, smooth, and easy. The support we received was outstanding and reinforced by the comprehensive documentation.”

Product Recommendations Over Multiple Touch Points

The Unified Profile technology matches anonymous user data from a variety of touch points and aggregates this data in a statistical model to ensure that every customer is shown personalised product recommendations on every channel.

The Results

As a result, Lesara saw an immediate increase in online engagement. The average amount of pages viewed has increased by 12%, and visit duration by customers on desktop computers  went up 20%. Lesara is also engaging more customers on mobile devices; mobile visitors are browsing 20% more pages and staying 28% longer on each session. This has led to a strong financial return.

Download Lesara’s full client success story here