Email marketers are under tremendous pressure right now to perform, while at the same time facing tightening budgets and shrinking resource pools. That means it’s never been more important to get the most possible value out of every campaign, and take steps to make production more efficient.
This includes a core component of every good email marketing program: testing.
Testing is important for effective email marketing because you can see whether you’re investing your time and budget wisely. But traditionally marketers have had to wait hours – sometimes days or even weeks – before you find out which variable of your test generates the results you want. That means you can’t apply your findings until the campaign is over, often well after those insights would have been most helpful (in that campaign!).
You can solve both problems when you join A/B testing with dynamic content in an astonishingly simple, yet powerful, combination. Here’s how it works:
You set up a typical A/B test comparing two versions of creative: hero headlines, CTA buttons, product features…whatever you want to compare performance. But here’s the important part—when adding the creative to your email code, you make sure to do it as dynamic content (content that can be changed and adjusted at any time).
Then deploy the campaign as normal, and wait for the opens to start. Once a statistically significant winner is determined, the testing platform automatically swap in the winning content for all recipients—even those that already received, or even opened, the message. BAM! The higher-performing, better-converting creative is now sitting in the inbox of your entire list.
The result? Faster results and better campaign performance.
If you can set up your testing through a dynamic content platform to monitor performance and automatically update your campaign with the winning content, that’s one less task on your list.
Two more bonuses:
Try it out on three tactics that can help you capitalize on the changes in consumer behavior and other special challenges that will make this holiday season one for the books.
Hypothesis: Adding dynamic personalized product recommendations to a pickup reminder will generate incremental sales without increasing spam complaints or unsubscribes.
Rationale: BOPIS (Buy Online, Pickup In Store) and BOPUC (Buy Online, Pick Up Curbside) helps customers buy local and get their goods faster than waiting for home delivery. The emails you send when their orders are ready to claim give you a chance to upsell or cross-sell customers, just as you can with regular order confirmations.
Test: Your control is your regular pickup notification. The variable is the same email with personalized product recommendations pulled from inventory. Test to see whether customers respond to this additional content.
KPIs: Unique/total clicks, conversions, unsubscribes, spam complaints
Hypothesis: A coupon using a scratch-off animation will attract more clicks and conversions than a static coupon
Rationale: Animated GIF support is nearly universal now in email browsers. Plus, a moving object is more likely to arouse curiosity and clicks.
Test: The control is the static coupon. The variable is the animated coupon. Divide your database into two segments at random, and test to see which one draws better responses.
KPIs: Unique/total clicks, conversions, purchases, revenue.
Hypothesis: Adding personalized content in more locations (greeting, images, offers, location-based elements) will increase customer engagement and conversions.
Rationale: Most marketers can personalize the subject line or use segmentation to target content manually. Adding personalization throughout the email instead of segregating it to one location tells your customers you know them as individuals, not just numbers.
Note: With this multivariate structure, you’re comparing one entire email to another instead of individual sections like the subject line, image, call to action or offer.
Test: Your control is your standard email with one personalization element, or none. Your variable is an email in which you add multiple personalization points, such as a combination of the following according to the data you have for each customer:
KPI: Unique/total opens, unique/total clicks, conversions.
Testing is just one way you can streamline your email process, leaving you more time to think, plan and analyze. Check out our new guide, 8 Secret Workflow Hacks Email Marketers Use to Get the Job Done (With Results!) and get tips like these:
Personalization done right delivers big benefits for consumers and email senders alike.
The word (and the trend it represents) is getting plenty of attention in the press as the second decade of the millenium winds down. And it zoomed to the top of the newsfeeds recently when it beat out “equality and inclusion,” “data,” and “in-house” as the 2019 Marketing Word of the Year in the Association of National Advertisers’ annual membership survey.
More star turns for personalization in 2019
Below are five quick takes on personalization – in general or specifically on email personalization, which is our particular wheelhouse – this year:
A Merkle study turned up these findings:
Real-time, clickstream and live inventory data, rules-based personalization and dynamic offers based on open times can drive an additional $20 of revenue for every $1 invested in these methods of advanced personalization, according to a study by The Relevancy Group, commissioned by Liveclicker.
A study by CMS platform developer Acquia found about 75% of marketers send personalized emails, while 53% personalize website visits.
About 1,250 jobs on LinkedIn alone are waiting for marketers with personalization knowledge and skills. It’s encouraging to see companies recognize the need to dedicate at least one marketing position to personalization – and we anticipate even more specialized personalization roles finding their ways into marketing departments and agencies in the coming years.
Our friends at Campaign Monitor dug into the personalization trend and came up with 10 surprising statistics on email personalization, including this one, via Instapage: “Segmented, personalized and targeted emails generate 58% of all revenue.”
Not everybody has the same view of personalization, current or future. In particular, Gartner has recently published some contentious research:
Others also turned a skeptical eye on marketing personalization:
Consumers pull back on personal data. Consumers are more willing to reveal gender, race/ethnicity and marital or job status and even political or religious affiliations than their personal email addresses to get personalized ads, an Advertising Research Foundation survey found.
In that survey, 90% of consumers would reveal gender in exchange for personalization, but only 51% would share their personal email addresses.
Personalization isn’t always appreciated. An eMarketer analysis of personalization studies by McKinsey and others concluded consumers balk at the kinds of personalized messages marketers believe they really want.
“Marketers, especially digital marketers, love data and the promise of optimization it holds,” eMarketer’s Nicole Perrin said. “But … it doesn’t necessarily mean consumers are perceiving those messages as personalized and highly relevant.”
Advanced personalization has a bright future
Despite these cooling views on personalization, there’s other evidence that supports our optimistic view.
Not the same old personalization. Half of the respondents in the McKinsey study said messages about products that relate to their interests were the most appealing personalized content. First-name personalization was among the least appealing.
This last point dovetails with a finding from The Relevancy Group’s study: Email personalization is least effective when it relies on only first-name or subject-line personalization.
Personalization based on purchase data was more effective at driving additional revenue, but only the most advanced forms of personalization produced the highest ROIs. (See The Value of Personalization Optimization for Retailers and download your own free copy.)
Technology is easier to implement. Gartner’s dim view of personalization rests in part on this finding:
“While personalization comprises 14% of the marketing budget, more than one in four marketing leaders cite technology as a major hurdle to personalization.”
The Relevancy Group addresses that problem in its report:
“Most Advanced Personalization Solutions are rather easy to implement and often do not require significant IT support.”
B2B marketers have a compelling reason to get personalization right. Chatbots and automated services will replace human assistants to B2B customers, says Lynda Partner, VP Marketing and Analytics as a Service for Pythian.
“I don’t think we’re going to be talking to all that many people by 2025,” she says. “We’ll instead be talking to their personal assistants, who are bots. These bots will be the new gatekeepers. They’ll decide whether your prospect should read this email from you, or that message from someone else instead.
This decision may be based on how personalized the message is, or how relevant it is to what they were searching for on the web in the last three weeks, or what they told their bot they were interested in researching. Either way, marketers are going to have to figure out how to market to bots and not just to people.”
Personalization is enjoying a well-deserved moment in the spotlight, but it’s more than just the word of the year or the trend of the decade. Personalization that carries out business strategies using meaningful data drives revenue and interactions that more than repay the cost of the technology that drives it.
In 2020 and beyond we look forward to showing marketers the value that advanced personalization produces both for their customers and their marketing programs.
According to new analysis based on groundbreaking research on marketing personalization, email marketers are getting creative about surviving in the Age of Amazon, Whether they go up against the ecommerce behemoth in head-to-head competition or work to gain traction on Amazon’s own platform retailers are finding new ways to compete on the basis of relevance.
These retailers aren’t just using personalization for the sake of personalization, like merging a first name into subject lines or the body copy.
Instead, today’s shoppers look for a superior experience with a brand on the major touch points, from the website, to email updates to in-store contacts. And, retailers are listening.
Delivering “a more relevant and enriching customer experience” is the No. 1 tactic retailers are using to compete successfully with Amazon, and advanced personalization is one of the tools retailers use to make it happen.
Advanced personalization uses data and automation to add localized and real-time data to regular email messages. This gives campaign emails the immediacy and appeal of transactional messages. They tell your customers that they aren’t just email addresses in a database – you know them as people.
Personalization is one of the areas where marketers think they can get an edge on Amazon, as our report explains. The ecommerce giant “hasn’t recently shown dramatic advances in personalization, and not in advanced personalization technologies.”
But Amazon does have two email tricks that are worth testing in your own email program:
Personalized customer newsletters. These aren’t Amazon’s usual browse-session follow-up emails. Instead, Amazon sends its Kindle Unlimited users personalized emails designed to encourage them to rent and buy more books and to continue paying for the service.
The newsletter features in-depth information about authors on the member’s rental, browse and wish lists and suggests other reads – some paid, others that the membership fee covers. Other newsletters, such as those sent to Amazon Prime members, don’t have the same depth of personalized content.
1. Reassuring package-delivery notice: Do you worry about porch pirates making off with your online orders? Your customers do, too. You can help them feel more secure by letting them know when their packages are delivered, not just when they leave your warehouse.
This notice from adidas is a follow-up to an earlier shipping notification. It goes out within a few minutes of delivery and includes both package contents and tips on resolving issues, including exchanges and delivery problems.
Bonus tip: Add detail to the subject line: This subject line from Woot! merges the delivered item into the subject line so your customer can see right away what’s in the delivery: “Rejoice! Your Apple 60W MagSafe 2 Power Adapter Has Been Delivered!”
2. Gamified data reports: CVS sends this monthly spending report to members of its loyalty program. But it raises the stakes by turning the report into a game by showing customer progress from one tier to the next. The email also includes an incentive (more Extra Bucks discounts) and suggestions on how to spend them – two moves that encourage shoppers to go back to their store and buy again.
3. Real-time weather triggered email: Using location data to generate email copy and trigger emails is one way to add relevance and build store traffic. You can add a map to an email or nearest store address to an email. Or, you can use location data to pull weather data and get out ahead of local events.
This email from a movie theater chain took advantage of a major winter storm forecast that affected several cities in its market to promote movie attendance. It sounds like a contradiction, but anybody who lives in snow country will tell you that snow might cancel school, but malls and movie theaters are usually still bustling.
4. App-email connection: This ecommerce personalization example looks like your typical abandonment email. But it isn’t.
Instead of triggering after an abandoned browse session, this email popped into a shopper’s inbox after she scanned a product in-store using her Target mobile app. Although she checked out a cartload of products, the candle she browsed stayed on the shelf. The email beat her home!
If you want to go for a seamless customer experience, this email can help you bridge the gap between the app and the inbox. Add some context that shows your customers why they’re gettng the email to make an even stronger impression.
You’ll learn more effective tactics that marketers are using successfully to compete with Amazon in our report, Using Personalization to Win in the Age of Amazon. Download it and share with your team!
Some of growth marketing’s brightest minds gathered in San Francisco this week to learn, share, and hobnob at Iterable’s 2019 edition of the Activate conference.
This was the Liveclicker team’s first time attending the Activate, and this year’s conference didn’t disappoint. The gathering was packed from beginning to end with incredible presentations, discussions, workshops, and networking opportunities.
There was a lot to learn at Activate this year, and we know not everyone could make it to the conference. And even if you were fortunate enough to attend, you probably weren’t able to see and experience everything the event had to offer.
Regardless of your situation, Liveclicker has you covered. Our boots on the ground reported back on core themes covered throughout the conference with important takeaways for marketers to push email ever forward:
If there was a single common theme across the multitude of sessions beginning the conference, it was that the most creative, innovative brands are moving past personalization to a new goal: individualization.
As keynote speaker Duncan Wardle, former Head of Innovation and Creativity at Disney explained, brands need to get more creative when thinking about consumer behavior and why customers make decisions. He encouraged marketers to go deeper with their ‘Whys?” and look past surface-level explanations for what’s driving choices. “Consumers made decisions on intuition and emotion,” he explained. “Keep asking why.”
That helps explain the drive to push past personalization and towards individualization. We know that personalization creates more successful marketing efforts; but why?
A superficial explanation is that consumers seem to want to see their name in a subject line, or content related to their favorite interest in a body copy. But if we dig deeper and ask why consumers want those things, we start getting closer to a more meaningful answer; people like immediately relevant, valuable experiences tailored to their individual, contextual needs.
Today’s most successful brands are those who are going to market with a focus on the customer experience. So it was inevitable that the discussions at Activate would eventually turn to focus on where this evolving trend of individualization would intersect with the world of CX.
Leslie Emmons Burthey, VP of Marketing at FabFitFun, explained in a session the importance of developing 1:1 relationships with customers. Soliciting feedback and having a dialogue is increasingly valuable for retention.
Fabian Seelbach, CMO of Curology, had even more assertive advice for earning lasting loyalty: dramatic improvement of service in the shortest time possible. Curology’s mission is to make sure their customers see results using their products in the shortest amount possible. He explained how the skincare brand, focuses on helping customers getting results ASAP with helpful content that’s not sales-related and encourages engagement with user-generated progress photos and stories.
Some other valuable takeaways and tactics from speakers on improving your customer experience:
As one of marketer’s best options for direct one-on-one engagement, email was a hot topic any time customer experience and individualization came up.
Eva Wei, Growth Manager at Shift emphasized that email isn’t going anywhere as a core 1:1 marketing channel. She noted that re-engagement of customers and prospects over time is essential for maximizing ROI: 70% of 1st time visitors to a company’s site aren’t there to buy, and 70% of ecommerce carts go abandoned.
Wei explained some of the key differentiators between personalization and individualization in terms of email.
Email personalization is more related to basic customization: first name personalization, dynamic content, treating subscribers a basic mass segment by demographic.
Individualization is evolved personalization: curating content, 1:1 conversations, and automatically adapting to personal behavior, preferences, and engagement history. Data is the driving force that enables advanced email individualization tactics like:
Christine O’Brien, Retention Marketing Manager for LovePop, shared a success story highlighting the power of individual marketing email experiences. As she explained, subscribers know you’re probably collecting a ton of data about them and do expect you to use it well. LovePop moved from individualizing 1% of their emails to 10%—and saw huge boosts to click-through and retention rates!
Trendyol also improved their email personalization across the board and earned:
Want to learn how? Click here to read the case study!
One other prevailing theme of the conference was the power of connections.
Good marketers know connecting with and engaging their audience is essential for success. But connections between brands and between the professionals working at those companies can be just as important.
That’s part of what makes events like Activate so valuable for marketers of all kinds. There are plenty of resources to learn how to be a better marketer and improve your campaigns out there. But the opportunities for us to meet, network, share and engage with each other personally are much more limited.
Consultant, author and networking expert Karen Wickre explained in her keynote the importance of always connecting and having a vast network that you nurture and can tap into for thought leadership, brainstorming, and business opportunities.
Connecting like minded people with each other is the catalyst to exponential growth, and at Activate19 we were delighted to engage with current and future partners, clients, and Liveclicker team members. We can’t wait to go again next year!