Upload
salesforce-marketing-cloud
View
173
Download
1
Tags:
Embed Size (px)
Citation preview
AUTOMATING PERSUASION Using Math and Science to Write Messages that Drive Action
David Atlas, CMO, Persado, @dratlas Allyson Reagan, Director Digital and Direct Marketing, Angie’s List
THE MANTRA OF Salesforce Marketing Cloud
Get your 20% discount today!
Don't miss out on today's sale.
>> Redeem your rewards today.
Last chance to redeem your discount.
Exclusive for you. 20% discount for a limited Ame :)
Thank you for your loyalty. A discount is waiAng for you
Today's discount of 20% off is waiAng just for you
*FOMO Alert* 20% discount today only!
You'll love this discount. Only applies today.
RIGHT MESSAGE RIGHT PERSON RIGHT PLACE RIGHT TIME The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
Last chance to redeem your discount.
CONSUMER DATA
CRM
SEGMENTATION
CUSTOMER INTELLIGENCE
RIGHT PERSON
CROSS CHANNEL MARKETING
LIFECYCLE MARKETING MANAGEMENT
AD EXCHANGES
ATTRIBUTION
RIGHT PLACE
DAYPARTING
PROGRAMMATIC MARKETING
CUSTOMER JOURNEY MAPS
RENEWAL PROGRAMS
RIGHT TIME
WHAT THE MARKETING CLOUD HAS NAILED WITH DATA
MESSAGE RESPONSE
ELASTICITY 800%
The Best Message
The Worst Message
Your Message
THESE DECISIONS MATTER
Having analyzed thousands of campaigns and billions of interactions, the fact is:
Emotions contribute 70%+ to response variance.
Response accorded to
EMOTION UTILITY
THE VALUES OF ANGIE’S LIST DIGITAL MARKETING PROGRAMS
ü Customer Relationship ü Relevancy ü Accuracy ü Results
.05% Conversion CONTROL
0.13% PERSADO VARIANT
+160% ORDER RATE
Open Rate Lift
+56%
SUBJECT LINE PERMUTATIONS EXPLORED: 1,024
Subject:
Subject:
PERSADO Open Rate: 37.6%
ANGIE’S LIST Open Rate: 24.1%
{Geographically dynamic product}
❇ Hi There {FirstName}, This Is Urgent! We'd Like to Reward You with Today's Local Specials.
emo$ons descrip$ons Calls-‐to-‐ac$on forma3ng You’re In Luck Don’t Miss Out Exclusively For You
Local Steak Dinner Global Wireless Plan Sale on Shoes
Buy Now Click Here Try Today
BOLD Italicized Underlined
Hero image placement Placement of ‘F.Name’ Placement of Links
posi$oning
LANGUAGE ORGANIZED, TAGGED, AND SCORED