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Content Feeds- The Hot Topic of 2017

There are two hot topics going down in the KD office; one – the disaster that is Lent, and two, the brilliance that is content feed connection.

Firstly, let’s tackle Lent…

biscuit-ban1

The nemesis ‘Lent’ has made quick work of the Kickdynamic office this year… all remaining Hobnobs have been swept away never to return, the chocolate stash replaced with apples and oranges, and a strict ban on afternoon ‘biscuit runs’ is in immediate effect – Coffee seems to be the only hope!

However, it’s not all doom and gloom – Lent also gives us the opportunity to set a challenge for all Email and CRM marketers – so, our challenge to you is:

challenge‘SEND A TRULY PERSONALISED EMAIL CAMPAIGN IN THE NEXT 30 DAYS’ (emphasis on the word ‘TRULY’).

This challenge quite nicely brings me to my next order of business – The HOT TOPIC of 2017 – yes, Content Feeds. Now I know you’re probably thinking “hmmmm, how is a feed a hot topic?”- and I don’t blame you. This is new for many, but once this concept is introduced and understood, Content Feeds are quickly becoming the most optimum way of achieving fully automated email and sending truly personalised content.

Content Feeds are rich in valuable product data that is updated frequently (typically daily or hourly in some cases). To name a few data categories: Product Category, Brand, Price, Stock Level, Colour, Gender, Sale Price, User Ratings. The phrase ‘The World at your Fingertips’ doesn’t necessarily do content feeds justice – combine this with CRM data and we are edging close to the Holy Grail for all E-Marketers.

At this point, for those still eating chocolate and have sugar in the tank to keep reading 😃, will be thinking, “ok, sounds interesting, we have a content feed, we have CRM data-  but you can’t get this into email without days of build time or plenty of custom interjection”…. WRONG – getting this into email is simple, quick, and requires no customisation what so ever – hence being the Hot Topic of 2017. Many are now connecting up data feeds, fully automating email content, and creating content rules to show products based on user data live at the time of open.

How this works in the Kickdynamic platform:

  1. Set up a Template with ‘Content Blocks’ connected directly to the live feed (this only has to be done once!).
  2. Apply visibility rules to change the design when required (i.e. show the ‘Was Price’ when item is on Sale).
  3. Set up a Campaign linked to the Template you’ve just designed.
  4. Apply Rules: Add in a ‘Merge’ rule that will filter the content feed at Open Time based on the merged in user preference (i.e. Previous Browse was ‘Beats Headphones’ – The Tag will merge this in and show products from the feed containing ‘Beats Headphone’ at open time).
  5. Copy the auto generated Tag into your Email HTML and you’re done… simple.

Unlike screen cropping, favoured by those like Movable Ink and Liveclicker, feed connection (which requires NO custom intervention) finally gives brands the quick and easy ability to put CRM data to work.

For those looking to build Feed Connection into their strategy our advice is to follow 3 simple steps –

  1. Automate to free resource – (I like to call this stage the Breath of Fresh Air) in most cases, time and resource is a huge challenge due to the BAU build and send process. Rather than applying a lean methodology to streamline the existing process, with what we have, this introduction of new technology will remove the old BAU process of email build. In the past we have seen this bring build time down from 10 days to just 1. Thus opening time to focus on personalisation and creating truly great email.
  2. Truly Personalise – all those great ideas that have been collecting cobwebs- dust them off! Email and CRM teams will now have the time and technology to easily personalise. Kick off your mission for Truly Great Email by taking personalisation ideas, such as Open Time Brand Preference and roll out. Test this – we expect to see +5% uplift in revenue in many cases.
  3. Lifecycle: Work Automated Personalisation into all email – Staying relevant all the time is effortless when true personalisation is so easy, why not share this love in all emails.

Feed Optimisation companies such as Golden Feeds, Passion Digital and Lengow are great companies that are helping many brands get their feeds in order, not only for email, but for all areas of e-Commerce. We highly recommend reaching out if you haven’t done so already.

Wishing you all a splendid March! 😃

Christian

Save time & resource with automated email content

See this:

imagetemplate

This is a what we call a live image template. It is being built in our new Content Automation product. It may not look much, but this image template, and the power behind it, is going to change how email marketers build automated & personalized email content.

For the last 4 years we have been working with email marketers to build a platform that allows us to send email with more engaging and higher converting content. We built the first contextual personalisation rule builder, developed industry first live content email widgets and now we have created a seriously powerful new product called Content Automation.

Using Content Automation email marketers can build a live image template to automate content in business-as-usual email and/or lifecycle programs quickly and easily. Automating this content allows you to reduce your email build time dramatically freeing up time to be more strategic.

So how does it work?

We have built this new product to be fully self service, so there is no customization required and you don’t need to wait until your IT team is free. Directly in the interface you can build your live image in 3 steps:

1. Connect a json, xml, csv or webpage content source.

This is the source of content that you want to take information from to display automatically in your email messages. Content source examples include:

  • New in womenswear page
  • Latest blogs
  • Product catalog
  • Movie listings
  • TV schedule
  • Live hotel prices

As an example, we have created a API call containing 3 products from Argos. It looks like this:

[

{
id:1,
description: “LG 49LF590V 49 Inch Full HD Freeview HD Smart TV.”,
image: “http://argos.scene7.com/is/image/Argos/3912339_R_Z001A?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/3912339.htm”,
fasttrack: “y”,
special: “5”,
price: 359.00,
regprice: 399.99,
quantity: 10,
discountamount: 10

},
{
id:2,
description: “Philips 22PFH4000/88 22 Inch Full HD TV.”,
image: “http://argos.scene7.com/is/image/Argos/3917547_R_Z001A?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/3917547.htm”,
fasttrack: “y”,
special: “3”,
price: 119.00,
quantity: 2,
regprice: 119.00,
discountamount: 0
},
{
id:3,
description: “Bush 32in HD Ready LED TV/DVD Combi White”,
image: “http://argos.scene7.com/is/image/Argos/4240031_R_Z001C?$TMB$&wid=312&hei=312”,
link: “http://www.argos.co.uk/static/Product/partNumber/4240031.htm”,
fasttrack: “n”,
special: “6”,
price: 169.99,
quantity: 1,
regprice: 949.99,
discountamount: 150
}
]

(Don’t worry about it looking techy – it is just a list of products and their associated info such as price, description etc).

This is a test API, a normal API would contain 1000s of products updating with new items and changing the product information.

Notice that two products are on discount; discountamount: 150 and discountamount: 10
and two products are viable as fast track; fasttrack: “y”
and also notice the stock level of a product; quantity: 10

All products have different information associated with them, and this information will change frequently. Content Automation allows you to reflect the different product information directly in the same image template. When this changes, such as stock level, it is updated at the time of open.

2. Build a live image template based on the content source.

Now you build how you want your live image template to look in the email. This is the size, layout, colours, call to action and more.

I’ve built the below live image template with each area connecting to corresponding data-point for a product item.

Data-feed-live-image

So, at the time of open, the live-image template takes the appropriate info for the product from the feed and updates the content of the image – live and instantly. So if the price above changed from £119.00 to £99.00 – it would be reflected automatically.

Using the Content Automation editor you can customize the exact layout of your live image. You can also add a call to action, and change font sizes, colours and more – you have the control.

3. Magical visibility rules

Now in step one, I asked you to note the following:

Two products are on discount; discountamount: 150 and discountamount: 10
and two products are viable as fast track; fasttrack: “y”
and also notice the stock level of a product; quantity: 10

This information on a product changes from product to product. How do you represent this in the same image template? Easy, you use visibility rules. Visibility rules allow you to show or hide image information based on data in the feed. For example, if I want to show the number of items left in stock when quality is 3 or less I do this with visibility rules.

The results is this:

If product 1  has stock quantity of 10. We have set the visibility rules to not show any stock level information or callouts:

ca1

If product 2 has stock quantity of 1. We have set the visibility rules to show a stock call out with the amount left:

ca3

If product 3  has stock quantity of 2. We have set the visibility rules to show a stock call out with the amount left:

ca4

This is the same image template repeated for 1000s of products automatically!

The final step – creating the Tag.

Now you have your automated live image-template you can create a TAG to add to your HTML. At this stage you can filter or sort what products to show in email based on other information in the feed. For example, only display products over £100.00 price:

screen-shot-2016-11-21-at-09-39-13

Unleash its power

This level of content automation has allowed brands such as ASDA, P&O Ferries, Holland & Barrett, save serious email time on their email build, and keep email constantly fresh and up to date. Automating email content this way actually allows you to start moving towards being able to send 1-2-1 personalized messages. Now I’m Kickdynamic CEO and Co-Founder so would say that, but don’t just take our word for it:

Asda has reduced email build time by up to 9-days per month by asda-200x200automating their daily alert email campaign resulting a signifcant impact on ROI.

“It is amazing that this project began as a response to a business challenge and now this Kickdynamic technology is LEADING THE WAY to automating our emails and getting us to true 1 to 1 personalization”

– Guy Smith, CRM Manager at Asda

poferriesP&O Ferries personalise and automate all content from from weather and blog sources to ensure the latest content is displayed in every email.

“We were thrilled the moment Kickdynamic explained the concept of Content Automation and took us through it the rst time. It has given us incredible flexibility and is quickly becoming our go-to method of getting live content into our emails.”

– Kim Valinder, P&O Ferries

It’s fully self-service, setup directly in the Kickdynamic platform no IT team or customisation required. No web cropping and therefore design flexible. Read more in the one pager.