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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
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Every 60 seconds: • 510,000 comments • 293,000 statuses are updated • 136,000 photos uploaded
Source: The Social Skinny
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Every 60 seconds: • 350,000 tweets • 500 million tweets a day
Source: InternetLiveStats.com
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• 95 million photos & videos per day
Source: Hootsuite
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• Active monthly users: 106 million • 3 million users share content weekly • An average user spends 17 minutes monthly
on Linkedin.
Source: VentureBeat & Omnicore
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• 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
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Impact…
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To use personalisation successfully….
Define the strategy first
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Strategy is there to help you
A plan to achieving your goals & objectives
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Where to start with personalisation?
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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
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Tip 1: Direction
Where is your business heading?
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Ad-hoc vs planned
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Tip 2: Tactics How you’re going to get there
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Tactics without strategy is the noise before defeat.
Sun Tzu (The Art of War)
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Define the ‘why’ before the ‘how’
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Forget Shiny Shiny & focus on the basics
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What can we learn from consumer brands that do email well?
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What does ‘do email well’ mean?
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Tip 3: Data
Use the data you have available
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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)
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As an example…
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The unique identifier…
…an email address!
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Purpose of email marketing
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…is to build relationships that then convert. Dave Chaffey (2017)
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but it doesn’t have to be rocket science…
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Data remains the biggest challenge…
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Q2. What content do you personalise in your emails?
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For those of you that personalise email marketing…
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Answer in the
B2B Marketing
app
Build a relationship beyond the first name…
• Segmentation • Purchase Behaviour • Browsing behaviour
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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?
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Example
• Welcome journey is key • Website • Telephone • F2F Meeting Personalise the experience
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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?
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Example • 12,473,608 unique emails
sent • 7.5% of customers made a
booking in next 30 days
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Example – Online quote
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Example – Online quote
Example – Online Quote
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Tip 4: Define Your Target audience
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Trust is key…
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But once engaged don’t lose it…
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Tip 5: Performance
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What does good look like?
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talk_strategy #IGNITEB2B JennaTiffany
What do you want your email marketing to achieve?
Tools in the kit
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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
jenna@letstalkstrategy.co.uk
Straightforward email marketing strategy
talk_strategy #IGNITEB2B JennaTiffany
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