© 2019 Immediate Media Co. Immediate_Media

Personalisation: the role of email

Laura Jenner & Matt Nash

• Welcome and introductions• Why personalise?• Our strategy – the role of emails• Case study 1• Case study 2• Next steps• Conclusions

We operate in a world where algorithms are the new normal…

Why personalise your email?

• Already have a unique ID• 68% of marketers would like to do it• 71% positive feedback on payback• +6% increase on conversion rates• +5% higher order value• 79% negative response from no personalisation

Sources: 2018 Email Marketing Industry Census, eConsultancy with Adestra, 200 publishing executives surveyed by Digiday, Feb 2019

RadioTimes Experiment

• Need an image of someone wondering what's on TV, or of a TV

RadioTimes.com Experiment

+29% +25% +92%Open Rate Increase CTR Rate Increase Higher Pages/Session

- 8%Lower Bounce Rate

Making customers your PAL!

Welcome Profiling Behaviour

Personalisation Automation Localisation

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