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ANATOMY OF A
PERSONALIZED NEWSLETTER
TWEET!
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@WhatCounts
Today’s hashtag:
#NewsletterAnatomy
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Mike Piersa
Vice President of Sales
TODAY’S SPEAKER
4
EMAIL NEWSLETTERS
Why should you send them?
A study of 940 global executives found email newsletters trumped the
Internet and mobile apps as a source of news (Quartz).
Email’s ROI is on average 28.5 % (DMA).
91% of U.S. adults say they like getting promotional emails from
companies they do business with. Of those, 86% would like monthly emails
and 61% would like them at least weekly.
81% increase in click through rates
72% increase in open rates
41% of consumers buy more
70% of brands fail personalize emails
Source: Marketing Sherpa and MyBuys Consumer Study
WHY PERSONALIZATION?
CHALLENGES TO PERSONALIZATION
RIGHT DATA CONTENT AUTOMATION
RIGHT DATA
10
CUSTOMER DATA ANALYTIC DATA SYSTEM DATA ENHANCED DATA
WHAT TYPE OF NEWSLETTER?
BEHAVIOR DRIVEN ADVERTISING DRIVEN
CONTENT APPROACH
CUSTOMER DRIVENBEHAVIOR DRIVEN
OPT IN & OPT OUT PROCESS
CONTENT
15
BENEFITS OF MODULAR:
Code consistency and accuracy
Design and style consistency
Flexibility and efficient
Cost and time saving benefits
MODULAR
TEMPLATES
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HEADER
CONTENT #1
CONTENT #2
CONTENT #3
CONTENT #5
CONTENT #6
FOOTER
BEHAVIOR PERSONALIZATION
17
REAL-TIME CONTENT
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• If gender = male then display
article male ad
• If mobile device = iphone then
display article_Iphone app
• If CLTV < than $100, then display
article Best Customer offer
DYNAMIC STATEMENTS AD NETWORKS
• LiveIntent, Double Click, etc.
EMAIL MONETIZATION
• Subscription Renewals
If subscription_exp_date = < 30
days, then display article_renew
• Subscription Cross-Sell
If digital_subscription = null and
brand_subscription = 1, then
display article_digital_sub_promo
• Subscription Upsell
If brand_subscription = 0, then
display article_brand_sub_promo
DYNAMIC CONTENT
20
AUTOMATION
21
CONTENT AUTOMATION
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CAMPAIGN AUTOMATIONCAMPAIGN AUTOMATION
TIME-BASED BEHAVIOR BASED
BEST PRACTICES
24
BENCHMARKS
25
BEST DAY
26
MON
TUE
WED
THU
FRI
SAT
SUN
LEAST EFFECTIVE MOST EFFECTIVE
SUBJECT LINES
28
RESOURCES
• http://www.subjectline.com/
• http://litmus.com/resources/subject-line-checker
• http://www.subjectlinegold.com/
-
PRE-HEADER TEXT
• Specific call-to-action
• Summary of content
• Support subject line
• Coupon details
29
• 85-100 characters
• GMAIL = 100 characters
• IPHONE = 140 characters
TESTING
EMAIL FONTS
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COMPATIBILITY
32
MEASUREMENT
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$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000Email Marketing Revenue Trends
Promotional Email Transactional Email Revenue-Per-Email
$1.54
$1.20
$0.48 $0.39
$0.00
$0.25
$0.50
$0.75
$1.00
$1.25
$1.50
$1.75
Lifecycle Fare Sale Newsletter Ad Hoc
Revenue-Per-Email
PARTING THOUGHTS
34
UPCOMING EVENTS…
IRCE | June 2- 5
Chicago, ILHITEC | June 15-18
Austin, TX
Webinar: Reclaim Revenue:
How to Create Effective
Abandoned Cart Campaigns
WHATCOUNTS
www.whatcounts.com
Check out our platform
TUESDAY TOUR (every Tuesday)
• 2pm EST
• 30 Min overview
AGENTS OF EMAIL
www.agentsofemail.com
Let’s start a conversation
Lifecycle Email Gap Analysis
• Audit of existing campaigns
• Recommendations for optimization
CONTACT US
36
QUESTIONS?
