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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
talk_strategy #IGNITEB2B JennaTiffany
Every 60 seconds: • 510,000 comments • 293,000 statuses are updated • 136,000 photos uploaded
Source: The Social Skinny
talk_strategy #IGNITEB2B JennaTiffany
Every 60 seconds: • 350,000 tweets • 500 million tweets a day
Source: InternetLiveStats.com
talk_strategy #IGNITEB2B JennaTiffany
• 95 million photos & videos per day
Source: Hootsuite
talk_strategy #IGNITEB2B JennaTiffany
• Active monthly users: 106 million • 3 million users share content weekly • An average user spends 17 minutes monthly
on Linkedin.
Source: VentureBeat & Omnicore
talk_strategy #IGNITEB2B JennaTiffany
• 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
talk_strategy #IGNITEB2B JennaTiffany
Impact…
talk_strategy #IGNITEB2B JennaTiffany
To use personalisation successfully….
Define the strategy first
talk_strategy #IGNITEB2B JennaTiffany
Strategy is there to help you
A plan to achieving your goals & objectives
talk_strategy #IGNITEB2B JennaTiffany
Where to start with personalisation?
talk_strategy #IGNITEB2B JennaTiffany
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
talk_strategy #IGNITEB2B JennaTiffany
Tip 1: Direction
Where is your business heading?
talk_strategy #IGNITEB2B JennaTiffany
Ad-hoc vs planned
talk_strategy #IGNITEB2B JennaTiffany
Tip 2: Tactics How you’re going to get there
talk_strategy #IGNITEB2B JennaTiffany
Tactics without strategy is the noise before defeat.
Sun Tzu (The Art of War)
talk_strategy #IGNITEB2B JennaTiffany
Define the ‘why’ before the ‘how’
talk_strategy #IGNITEB2B JennaTiffany
Forget Shiny Shiny & focus on the basics
talk_strategy #IGNITEB2B JennaTiffany
What can we learn from consumer brands that do email well?
talk_strategy #IGNITEB2B JennaTiffany
What does ‘do email well’ mean?
talk_strategy #IGNITEB2B JennaTiffany
Tip 3: Data
Use the data you have available
talk_strategy #IGNITEB2B JennaTiffany
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)
talk_strategy #IGNITEB2B JennaTiffany
As an example…
talk_strategy #IGNITEB2B JennaTiffany
The unique identifier…
…an email address!
talk_strategy #IGNITEB2B JennaTiffany
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…
talk_strategy jennatiffany
Data remains the biggest challenge…
#IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany
Q2. What content do you personalise in your emails?
talk_strategy jennatiffany
For those of you that personalise email marketing…
talk_strategy #IGNITEB2B JennaTiffany
Answer in the
B2B Marketing
app
Build a relationship beyond the first name…
• Segmentation • Purchase Behaviour • Browsing behaviour
talk_strategy #IGNITEB2B JennaTiffany
Example
• Features ‘your week in numbers’ • Relevant to your business
• Weekly break down of activity, reducing the need to ‘login’
talk_strategy #IGNITEB2B JennaTiffany
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
talk_strategy #IGNITEB2B JennaTiffany
Example Recommended products:
• What does their transactional behaviour say about their
interests?
• Are there other products/ services that may compliment
their order?
talk_strategy #IGNITEB2B JennaTiffany
Example
• Welcome journey is key • Website • Telephone • F2F Meeting Personalise the experience
talk_strategy #IGNITEB2B JennaTiffany
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?
talk_strategy #IGNITEB2B JennaTiffany
Example • 12,473,608 unique emails
sent • 7.5% of customers made a
booking in next 30 days
talk_strategy #IGNITEB2B JennaTiffany
Example – Online quote
#IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany
Example – Online quote
Example – Online Quote
talk_strategy #IGNITEB2B JennaTiffany
Tip 4: Define Your Target audience
talk_strategy jennatiffany #IGNITEB2B talk_strategy #IGNITEB2B JennaTiffany
Trust is key…
talk_strategy #IGNITEB2B JennaTiffany
But once engaged don’t lose it…
talk_strategy #IGNITEB2B JennaTiffany
Tip 5: Performance
talk_strategy jennatiffany #IGNITEB2B
What does good look like?
talk_strategy #IGNITEB2B JennaTiffany
talk_strategy #IGNITEB2B JennaTiffany
What do you want your email marketing to achieve?
Tools in the kit
talk_strategy #IGNITEB2B JennaTiffany
Summary
talk_strategy
Top 5 tips on improving your email marketing:
1. Direction
2. Tactics
3. Data
4. Target Audience
5. Performance
talk_strategy #IGNITEB2B JennaTiffany
www.letstalkstrategy.co.uk
Straightforward email marketing strategy
talk_strategy #IGNITEB2B JennaTiffany