WEBINAR. Elevate Your Engagement with Advanced Segmentation and Individualization

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Silvia Clark
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1 WEBINAR Elevate Your Engagement with Advanced Segmentation and Individualization

2 Speakers Damian Borichevsky SVP, Customer Success & Business Development Jason Dent Director of Marketing

3 What is segmentation? Grouping and arranging your list based on set criteria Helps you target your content, offers and messaging to smaller groups of people based on characteristics that they share The goal is to create content that is more relevant to that segment

4 Benefits of segmentation 760% increase in revenue from segmented campaigns Increased engagement by providing relevant content: 74% of online customers are frustrated when they receive content that is not relevant to their interests 77% of ROI comes from segmented, targeted, and triggered campaigns

5 What are some traditional segmentation techniques?

6 Geolocation Promote store-specific information for physical retail locations Use imagery and language that speak to their location Create offers that are more relevant to the reader According to Verve Mobile, geo-targeted mobile ads performed over 50% better than non-targeted campaigns

7 Example: Campaign Monitor internal test Geo-specific dynamic images (US/UK/AU vs. generic) 29% increase in CTR

Create more personalized email content for each segment Segmenting

8 Demographic & Captured Data Gender Age Role or industry Interests Subscription Status/Product group Purchase History/VIP Status Create more personalized content for each segment Segmenting based on data increases open rates by up to 14% and clicks by up to 54%

9 Example: Adidas Segmented new Originals offers based on demographic info collected

10 Up-Leveling Traditional Techniques with Behavioral Segmentation

12 Behavioral: Website Activity Type of content visited Frequency of visits Products/pages viewed Device used Date of activity

Behavioral: Transactional Data Purchase history and activity Average order value/lifetime Value Category of product purchased or subscription level Create extremely impactful

13 Behavioral: Transactional Data Purchase history and activity Average order value/lifetime Value Category of product purchased or subscription level Create extremely impactful segments to send s that speak directly to the audience in a personal way According to Monetate, marketers see an average increase of 20% in sales when they offer personalized experiences

14 Capitalize on intent: Trigger automated journeys Trigger timely automated journeys to influence the type of action that you want them to take Build personalized nurtures based on behavior, not just traditional segmentation Using triggered journeys can expand consumer s interests and increase their LTV

Example: Flight Centre Brings in data from their email, social properties,

interests, behavior, and engagement with their marketing properties Trigger

15 Example: Flight Centre Brings in data from their , social properties, booking and back end systems Created persona segments based on customer interests, behavior, and engagement with their marketing properties Trigger automated customer journeys with personalized vacation offers to incent higher bookings

16 Segments of One: 1-to-1 Individualization

17 What Is Individualization? individualization is achieved by using machine learning to automatically select unique content for each subscriber based on their behavioral characteristics.

18 Individualization vs. Segmentation Segmentation is a technique that marketers use to increase the relevancy of s and improve general engagement Individualization requires machine learning to predictively personalize content based on user behavior, context and lookalike analysis Individualization layered with segmentation can be extremely effective

How it Works Content for each email selected based on personal, behavioral and contextual signals No if/then logic or

19 How it Works Content for each selected based on personal, behavioral and contextual signals No if/then logic or dynamic content modules required One campaign, hundreds of thousands of content combinations Allows complete automation

20 Applying Individualization to Different Types of s Transactional Promotional Newsletters

21 What are the Benefits? Deliver a well-rounded, authentic content experience Boost overall performance by increasing engagement Gain operational efficiency and increase execution frequency Leverage your evergreen content

22 InBox In Action BEFORE ONESPOT Light segmentation: Distributed two versions of s: vegan and everyone else Time intensive: Content curation for weekly took editorial team two days AFTER ONESPOT Increased click-to-open rate by 25% vs. manual curation Reduced creation time to 30 mins, a 90% decrease

23 Active Content Consumers Take More Action Those who consume 3+ pieces of content are 3X more likely to click a high-value CTA FIND A STORE NEWSLETTER SIGNUP VIEW STORE CIRCULAR

24 Why Doesn t Everyone Individualize? 44% OF MARKETERS CITED THE REASON IS LACK OF INTERNAL BUY-IN

25 Q&A

26 Thank you.

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