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Are your emails keeping up with new data sharing attitudes?

It sounds simple, send the right content to the right people –  yet still so many email marketers continue to miss the mark. And this is becoming ever more a cardinal sin as attitudes of the everyday consumer shift.

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(A daily thought in the Kickdynamic office)

I’m going to speak now as a consumer, not an email marketer. I know day-to-day that retailers gather a lot of information on me; be this from store cards, loyalty programmes, or generally acknowledging that more of my online movements are being tracked by retailers. Even people who don’t work in online marketing notice and appreciate that when they’ve browsed a certain website or product – it’s likely to follow them around the internet in the form of retargeted ads.

Personally (and I’m sure the majority will agree), if I’m going to be retargeted with adverts, I prefer seeing products I’m actually interested in and the same goes for the content in my emails. It’s annoying to glance at an email for a second, decide instantly that none of the products really float my boat and hit delete. If this happens a few times in a row from a specific sender I’ll unsubscribe. On the flip side, when personalization is done well in email, I enjoy looking at the products and this is probably very evident in my dwell time. 

I stumbled across a recent report by Salesforce ‘The State of the Connected Customer’ and it came as no surprise that there has been huge movement and talk around new data-sharing attitudes amongst customers. According to the survey, the majority of UK customers are more willing to share personal data in exchange for offers and discounts which are personalized to them (I mean why would you not want to be notified when your favourite product is on special offer?!).

“63% of UK customers say being sent personalised or exclusive offers and discounts has a direct influence on their loyalty.”

With these changing attitudes, there is an increasing level of expectation when it comes to marketing. In the study carried out by Salesforce, it was found that one in two UK customers say they’re likely to switch from a company that doesn’t make an effort to personalize interactions. Now that’s a scary number when you think that 50% of your subscribers could unsubscribe as a result of you not using the data you have at your fingertips to personalize your emails in the best way you can. Nobody wants to be marketed a product they’ve just purchased or repeatedly shown items they’re not interested in.

In our world, with marketers having access to an abundance of data about their consumers AND the highlighted changing attitudes of their market – is there really an excuse NOT to be sending highly personalized emails?

In a word. NO.

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At Kickdynamic, we believe everyone should be connecting their CRM data (including browse behaviour) with a product feed enabling you to send highly personalised emails. This automated way of producing content is truly a no-brainer, ensuring your email content is always highly individualized and live at the time the email is opened all whilst saving resource and build time.

And just incase you needed some more persuading why high level personalization is so important, here are some more key stats from Salesforce’s Report that suggest by 2020:

  • 48% of UK consumers will expect companies to anticipate their needs and make relevant suggestions before they contact them
  • 45% of UK consumers will expect companies to use AI to automatically purchase or recommend products based on their preferences

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…

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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

Holidays are coming!

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The Christmas season is undoubtedly one of the most profitable times of the year for many retailers globally and with this in mind, email marketing campaign planning for the festive season often begins months in advance. Part of this planning is ensuring that email marketing is relevant, highly targeted and contextual to ensure your Christmas marketing plans are striking all the right chords with your subscribers.

The Christmas countdown is one of the few periods during the year where consumers are opting IN to spending money, therefore are more likely to engage and act upon marketing and special promotions. This is where the quality of email marketing becomes critical to a rewarding Christmas for any self-respecting retailer.

We’ve written a detailed Christmas whitepaper with lots of ideas and suggestions to help you deliver personalized, live content which is engaging to each one of your subscribers. To help you build and send more, better email at this busy time, many of these suggestions also focus on reducing the build time by automating parts of your email content where possible.

Here’s a sneak peak of our top three quick wins:

Time-targeted images –

During the lead up to Christmas, delivery and stock information becomes ever important to the recipient and using time-targeted images ensures your content is always relevant and up to date. The rule builder within the Kickdynamic platform allows you to swap images based on a range of conditions such as time/date, device and weather. Once set, these rules are pulled into one Tag which is generated and easily added to your HTML. By implementing this quick win, you are eliminating the display of out of date content meaning that no matter when the email is opened, the customer will always have a positive experience. Offer expired?Too late for delivery in time for Christmas? Run out of stock? These messages can all be communicated and updated accordingly.

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Day parting –

Automatically display specific products and/or offers depending on the time the email is opened. These time targeted images can also be based on web sell-through or ‘trending’ data to always display content to openers at the time of day they are most likely to buy specific products. This is a great way to increase engagement as you serve images relevant to the context in which the email is opened. For example, in the morning show beauty gift sets, at lunchtime show food related/cooking products and in the evening show DVDs, entertainment or nightwear products.

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Instagram Inspiration –

Use your pre-approved inspirational social media content in your emails throughout December. As this is a medium which is frequently updated, it will always update within the email as new posts are posted. This is a great way at add some festive cheer and extra visuals to your emails. Using Kickdynamic, your live Instagram tag only has to be set up once and it will always show the latest content.

 

So why not take a look at our Christmas whitepaper covering more quick wins and some strategic suggestions to help make this Christmas season the merriest one yet for you and your customers…