Envato Talks: Learn About the Power of Email Marketing for Any Business

The Power of Personalisation: Using Data to Transform Your Email Communications.

Transcript

1. The Power of Personalisation How data can be used to transform your communication channel Suzie Joukador
2. How many commercial emails do you receive each month? 416 115,547 1,216
3. True 1:1 conversations with our consumers can drive real results How can I cut through the noise?
6. 3 waves of sophistication Batch & Blast smithy@hotmail.com
8. Wave 2 Segmented scheduled communications smithy@hotmail.com • Kelly Smith • Looking to Buy • Lives in Melbourne • Currently renting KNOW
9. Segmented scheduled comms Explicit Profiles: Preference Centre All subscribers 30% 70%
10. Wave 3 Behavioural triggered communications smithy@hotmail.com • Kelly Smith • Looking to Buy • Lives in Melbourne • Currently renting KNOW INFER Behaviours imply: • 1st home buyer • Looking for a house under $500k • Attending auctions • Likely to purchase in next 4 weeks
11. Explicit Profiles: Preference Centre Implicit Profiles: Behaviours Behavioural triggered communications All subscribers 30% 70%
12. UNDERSTAND Behavioural Communications Approach
13. UNDERSTAND TEST Behavioural Communications Approach
15. UNDERSTAND TEST AUTOMATE DO BETTER Behavioural Communications Approach
16. Test & learn approach driving results Understand – Profiling Approach Do - Communication Approach Do Better! – Results None Batch & Blast  Baseline Explicit Profiling Segmented, scheduled comms  > 200% CTR increase on baseline Implicit Profiling Behavioural, Triggered comms  350% CTR increase on batch & blast.  115% CTR increase on segmented;
17. realestate.com.au/my-real-estate/login https://au.linkedin.com/suzie-joukador/ thank you