Alchemy Worx: Stop segmenting, start personalizing!

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Thursday 28th May 2015 16.00 BST

Deal Quist, CEO, Alchemy Worx

Stop segmenting start personalizing!

[email protected]

uk.linkedin.com/in/delaquist

@delaquist & @alchemyworx

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Tweeting?

#CIQSUMMIT

@delaquist

@AlchemyWorx

@cloudiqapps

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Questions?

We’ll be having a Q&A after Dela has finished

presenting.

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• 10+ years experience digital marketing B2B

and B2C in retail and travel

• Marketing Manager at cloud.IQ

• cloud.IQ – cart recovery and conversion

technology

• Increase revenue with our conversion tools

Your host

Lotty Cumming

[email protected]

@cloudiqapps

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• Founder and CEO of Alchemy Worx - world’s

largest digital agency with a 100% focus on email

• Clients inc. Tesco, Aviva & Carphone Warehouse

• 25,000 hours thinking about email

• International speaker on all matters email

• Member of UK DMA's Email Marketing Council

and integral to many other recognised industry

bodies including IAB and FAST.

Your speaker

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Deal Quist, CEO, Alchemy Worx

Stop segmenting start personalizing!

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Why You Should Listen To Me?

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On The Other Hand……

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It’s About The Address!

Anyone Without An Email Address Is The Digital

Equivalent of Homeless

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Email Delivers More Interactions Than Any Other Channel

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How We Make Decisions

System 1 - is in charge of almost everything we do. Most of everything we do is skilled, and skilled activities are largely carried out effortlessly and automatically. That even includes routine conversation; it's very low effort. So System 1 is a marvel, with some flaws

System 2 - is slow and clunky but capable of performing complicated actions that System 1 cannot carry out.

If I say 2 plus 2, a number comes to your mind. That is System 1 working.

You didn't have to compute it, you didn't have to do anything deliberate, it just popped out of your associative memory.

If I say 17 times 24, no number comes to your mind - you'd have to compute it. And if you computed it, you'd be investing effort. Your pupils would get larger, your heart rate would accelerate, and you'd be working. That's System 2.

Thinking, Fast and Slow - By Daniel Kahneman

Current thinking - Assumes all decision making in

rational and conscious

In future – We will recognise the importance of influence

and subconscious decision making

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Email Whether Personal Or work Related Is Everywhere

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Up Close, Personal & High Impact

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Familiarity Builds Trust

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Familiarity Builds Trust

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Email Is Also About The Top Of the Funnel

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When It Comes To The Individual How Valuable Are Predictions

Most segmentation delivers poor

results

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Marketo study: Effect of segmentation on engagement

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Alchemy Worx study: Effect of segmentation on open rates

Featuring data from eDatasource panel and Touchstone

Personalization delivers results

because it delivers:

Reach Frequency AND Relevance

Customers now expect

highly personalised experiences

But 1:1 personalisation is a

big challenge for marketers

Without automation true personalisation

is not a viable proposition

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And you need the right platform…

…Latest version required

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To automate design

you need…

…a portfolio of easily

personalised designs

Responsive Master Template - quickly create a

range of commercial and triggered emails that are

highly relevant

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…a dynamic predictive

content library

For truly

Personalised Content

you need…

Dynamic

content library

Month Content type Where? Title/Description Content Format Action required Ownership Status

Car F, F2Common myths and driving

misconceptionsLanding Page Reuse (see link) AW - Dan H Pending

Home F, F2Concerned about unexpected

repair costs?Landing Page New article AW - Dan H In Progress

Health 1 - medical F Healthchat - diabetes Landing Page New article AW - Jenny B In Progress

Health 2 - l ifestyle F2 Feeling 'Appy? Stress apps Landing Page New article AW - Dan H In Progress

Travel F2 Our verdict on the top 10 beaches Landing Page Reuse (see link) Aviva - Sue Assigned

Life F, F2 Planning for the future Landing Page Video Aviva - Sue Assigned

Topical 1 - Health TNHS introduces new breast

cancer screening optionReport synopsis New article AW - Jenny B In Progress

Topical 2 - Money T2014 Budget: How will your

retirement plans change?Landing Page New article AW - Nat L In Progress

Topical 3 - Home T Flooding advice Landing Page Re-use (see link) AW - Dan H In Progress

Niche - Pet F2How pets benefit a child's

developmentLanding Page New article AW - Nat L On Hold

Competition 1 CWin a pa ir of tickets to Aviva

Premiership Rugby MatchEmail Refresh (see link) Aviva - Sue Pending

Competition 2 C

Give your chi ldren the opportunity

to tra in l ike a profess ional

footbal ler

Email Refresh (see link) Aviva - Sue Assigned

Advantages 1 ARed Driving School - 2 lessons for

price of 1Email Refresh (see link) AW - Nat L In Progress

Advantages 2 ANational Tyres and Autocare - 50%

off MOTEmail Refresh (see link) AW - Nat L In Progress

Advantages 3 A Gi lbert Rugby - Save 25% Email Refresh (see link) AW - Nat L In Progress

Advantages 4 A eFloris t - Save 20% off flowers Email Refresh (see link) AW - Nat L In Progress

Product - Health P My Health Counts Email Re-use (see link) AW - Dan H In Progress

Product - Car P Aviva Drive App Email Re-use (see link) AW - Tim D In Progress

Product - Life PTest Your Knowledge: Reti rement

PlanningEmail Re-use (see link) AW - Tim D In Progress

Extra 1 - brand E1 Rai lway Chi ldren Email Update (see link) AW - Nat L Pending

Extra 1 - brand E1Brighton Marathon - Breast

Cancer AwarenessEmail New AW - Dan H Pending

Extra 2 - offer E2 Refer-a-friend Email Re-use (see link) AW - Nat L In Progress

EXTR

AS

APRIL

Deployment:

30/03/2014

PR

IMA

RY

CO

NTE

NT

CO

MP

/AD

VA

NTA

GES

Dynamic Content Library

Content

Structure

Customer 1 Customer 2

A dynamic content library filters through a goals-driven

structure to produce highly personalised content

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True personalisation isn’t content personalised to the segment…

… it’s content

personalised

to the customer

Customer-centric intelligence…

Powerful analytics to find the right insight

and implement the relevant strategy

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Automating optimisation

requires... …productivity

enhancing tools

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Subject Line A/B testing using Touchstone

www.subjectlinegold.com

Touchstone: virtual testing real results

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ImageWIZZ: highly personalized images

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3rd parties can fill in the gaps

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Automated email programs can also be works of art

Welcome Conversion Milestone Triggers Lapsed

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Want To Automate And Need Help?

• Maximize automation capabilities of your ESP

• Build Device Responsive Master Templates or Library

• Create Predictive Dynamic Content Repository

• Custom Reporting

• Virtual A/B Subject Line Testing

Contact us: [email protected]

Most popular articles:

The uncomfortable truth about segmentation

FIVE reasons why open reach will revolutionise your email

marketing

http://bit.ly/1KzdOKG

http://bit.ly/1g4VGe7

Inactive subscribers – waste of time or gold mine? http://bit.ly/1v3ekHm

How to create emails that sell – even unopened http://bit.ly/1jGjbtI

Why every email is a reactivation opportunity http://bit.ly/1jGjcxJ

Is this common best practice costing your email program millions? http://bit.ly/1lwVlQs

Further reading

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Q&A

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UP NEXT:

How to Create Campaigns That Actually Convert

Using Conversion-Centered Design

Thursday 28th May 2015 17.00 BST

Oli Gardner, Co-Founder, Unbounce

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Thanks for attending!