Using Customer Identities to Win at Email Marketing

Proprietary & Confidential

Braum Katz & Chris LaPierre

How to Use Identity Data

to Win at Email Marketing

Proprietary & Confidential 2

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Agenda

• Key characteristics for email marketing

• Best way to optimize email marketing

with identity data

• Examples of companies “doing it right”


Why Identity?


Customers are increasingly expecting personalized user experiences across all channels

Why Identity?

Third Party Cookies

Third-party cookies tell you

little about your customers

Users Register and Login

When users register and login on

your site or app, they self-identify

and share personal information

Identity Data

Identity data is important

because it helps you understand

your customers, and get a cross-

device single customer view


Email Marketing


Email marketing is just one part of the digital

strategy, but crafting the right message is crucial to

achieving business goals

• Companies struggle to avoid having their email

communications flagged as spam

• Marketing emails come in many forms such as:

welcome or confirmation messages

newsletters

announcements

special offers and promotions

Email Marketing


An effective email marketing strategy centers

around three key characteristics:

3 Key Characteristics of Email Marketing

Value Intentionality

Effective

Marketing

Strategy + = Personalization +


How Does Identity Data Tie In?


Example: NFL

NFL.com celebrates birthdays by sending

customized emails to its users with an

image of a personalized jersey and 15%

discount enclosed. The main purpose of

this message is to encourage purchases

over NFL.com’s eCommerce site with a

clear call to action.




Example: Dropbox

Dropbox encourages users to complete

their set up process. When users fail to

complete, an email is sent 20 minutes

later after the initial registration, known as

a trigger email. Noticed Dropbox’s email is

personalized, brief and upbeat.


Optimizing Email Campaigns with Identity


• Businesses need to align their data requests to

their company objectives.

• Respect is key here: your business should treat

data collection like a mutual exchange.

• As users share their information with you, your

duty is to safeguard it and use it to provide value

for them.

Optimizing Email Campaigns With Identity


Requirements for Housing Identity Data


• Handle any volume and variety of data

• Reconcile this data into customer profiles

• Get a unified view of customers

across channels and devices

Brand/Property 1 Brand/Property 2 Brand/Property 3 Campaign

Microsite

Campaign

Microsite

Single Customer View DB

Requirements for Housing Identity Data

• Organize this data in a way that makes it

possible for marketers to take action

• Real-time updates against social profile data

• Cloud-hosted


Segmenting Your Audience


Segmenting your audience is the first step to

creating a tailored email marketing campaign.

This will allow you to group consumers

according to specific criteria such as:

• Interests

• Site Actions

• Demographics / Psychographics




Utilize these targeted audience

segments to increase revenue-

generating activities like shopping

cart conversions or the like.


Importing Data


After your audience has been segmented

based off of your email goals, you’ll need to

pass this data into your email marketing

platform before any action can be taken. In

order to take full charge of your email

marketing strategy, make sure your

customer database is able to segment,

extract, and import data.

Importing Data


Crafting Tailored Emails


“Personalized promotional emails have 29% higher

unique open rates and 41% higher unique click

rates than non-personalized mailings.” - Experian

Trial and error is necessary while fine-tuning

your campaign

• Craft relevant messages to each audience

segment to achieve greater relevancy

• Write multiple messages

• Same call-to-action

• A/B testing

Crafting Tailored Emails


Results


By monitoring your email

campaigns, you’ll discover

messages that have high open

rates v. verbiage that needs to

be retired. Email performance

is an ongoing process.

Results


What is Learn Liberty?


Learn Liberty is a project of the

Institute for Humane Studies at

George Mason University.

Learn Liberty provides academic

videos, online courses and job

opportunities to help promote new

and innovative ways of solving the

world’s problems.

Learn Liberty


Challenges


A significant amount of time and resources

had been spent on capturing and qualifying

the leads that came in as Learn Liberty’s

user base continued to grow.

The organization needed a faster and

easier way to capture and quality leads.

Challenge One: Qualifying Leads


THE TEAM AND I NEEDED A FASTER AND

MORE EFFICIENT WAY TO GROW OUR EMAIL

LISTS, AS WELL AS A SOLUTION TO AUTOMATE

AN ONBOARDING PROCESS AND TRIGGER

RELEVANT CAMPAIGNS.

Challenge Two: Conversions

Braum Katz Digital Strategy Manager, Learn Liberty


Solution


After implementing Gigya’s Customer Identity

Management Platform:

• Leads could effectively be captured

and stored

• Learn Liberty finally had a streamlined way for

users to quickly identify themselves

• Users could share valuable information with

Learn Liberty and opt into email

communications

Solution


Identity-Driven Results


Leveraging Gigya’s pre-built integration

with Marketo, Learn Liberty was able to

sync users in real-time into nurture

campaigns. These leads were also

separated into various funnels after time

of registration.

Identity-Driven Results


Pre-integration, Learn Liberty was seeing a new

subscriber rate of 34.75 per week.

Post Integration Results:

• 68 new subscribers per week

• Reduced required lead generation resources

by up to 75%

• Email became the #2 referral traffic source, up

from #9

• Site referral traffic increased by 152%

Identity-Driven Results (Cont.)


Key Takeaways

• Identity data is necessary to improve

your email conversion

• Traditional email blasts to large

segmentations are ineffective

• Choose a solution that can capture all

types of user data & organize it in a way

that makes it possible for marketers to

take action.


Questions?


[email protected]

[email protected]

Thank You

Using Customer Identities to Win at Email Marketing

Technology

identity data tie

email communications

trigger email

dropboxs email

data requests

data collection

variety of data

email marketing best