The Zamboni Effect: How User Management Makes Email Smoother

The Zamboni EffectHow User Data Management Makes Email Smoother

User Data Email Marketing(and Vice Versa)

User DataManagement

EmailMarketing

PLATFORM(not sexy)

What do you keep in your Social Data Warehouse?

Demographics/ Profile

Other 1stParty Declared

InterestGraph

Inferred Data (GraphDive)

SocialGraph

Purchased Data

• First / Last Name• Email• Age• Gender• Location• Relationship Status

Demographics / Profile

Other 1st Party Declared

Interest Graph

Inferred Data (GraphDive)

Social Graph

Purchased Data

• “Likes”• Pages Likes• Videos Watched• Movies• Games

• Friends• Followers• Fans• **Friends’ Data**

• Ask them anything you want on your .com

• Cat or Dog?• Cable provider• Vegetarian?• Political leanings)

• Age• Education• Marital Status• Location

• Household income• Average size

of mortgage• Family size• Subscriptions• Donations

Improved Email Delivery

We’re GOOD!We PROMISE!

We’re GOOD!We can PROVE IT!

PLATFORMS ARE BORING(until you use them for something cool)

There’s nothing more interesting or sexier

than zambonis

*Top Google Image Result for “Sexy Zamboni”Go Badgers!

The Zamboni Effect

User barriers, drop-offs, bad data, abandonment

Rough data and UX chopped away

Clean, precise segementations

User data cleaned and consolidated

4

3

1 2

Smooth intake with User ManagementRemoving Barriers from Registration and Subscription

• No drop-off from double opt-in• Get more accurate data more easily• Eliminate form fatigue• (+ increase additional data collection)• No more “fat finger” mistakes • AND ESPECIALLY ON MOBILE!!!

Smooth outbound with User ManagementBetter Personalization and Segmentation

• Leverage » Social Profile » First Party Data

• Enrich » automated segmentations » email flows » campaigns » responses to triggers to be more relevant

CleanData

RoughData

The Zamboni RefreshNew

Login Event

TAKEAWAYS

• Make registration easy• Eliminate form fatigue for better data• Don’t ignore the mobile experience• Connect personal info to checkout process

Remove Barriers when Possible

Personally Identifiable Information

BE CLEAR

Use your data

Personalize and target

Thanks, eh!

[email protected] | @supnah

| @janrain