Building better relationships with data-driven email marketing

Building better relationships with data-driven email marketing Ruth Cheesley Mautic Project Lead, Acquia @RCheesley

Ruth Cheesley (she/her) Mautic Project Lead @ Acquia Located in Ipswich, UK noti.st/rcheesley for slides / links @RCheesley

Mautic is an open source marketing automation platform which is disrupting the marketing automation industry. It’s free to download and use, with a growing ecosystem of SaaS providers including Acquia, the primary sponsor of the open source project. It’s built by a worldwide community of marketers and developers, united by our belief in empowering organizations with the tools they need to deliver world-class automation and personalized experiences to their customers. mautic.org

WE NEED TO UP OUR GAME “Consumers don’t just buy products and services anymore; they buy experiences. This demands a new approach to marketing, sales, and services; one that hinges on winning customer trust.” Ben Jackson, The Future of Commerce

What makes it so difficult to deliver a connected digital experience? #ACQUIAKICKOFF

Siloed Systems; Isolated Connections POS & Inventory Systems Identity Data BI Systems Marketers make ad-hoc BI requests, subject to analyst bandwidth. Direct Mail & Email Data is collected and stored, but identities are not resolved into a cleansed, de-duped system of record. Segments are pulled for outbound marketing on request; not real-time. Digital Ad Campaigns CRM Website Digital campaigns are limited to anonymous third party data; isolated for this use case. Call Center Website activity is isolated to the web. E-commerce Systems Customer service, call center, and other systems of customer interaction are isolated; information isn’t shared with other tools. Web Personalization

WE NEED DEMOCRATISED ACCESS TO DATA @RCheesley

DATA-FIRST MENTALITY @RCheesley

WHERE DO WE START? @RCheesley

ORGANISE THE DATA! @RCheesley

FIND, ACQUIRE AND INTEGRATE RELEVANT DATA @RCheesley

USE THE DATA IN MEANINGFUL WAYS @RCheesley

Automated omni-channel customer experience with CDP Paid Media POS Optimized Lookalike Targeting VIP CX - Print Purchases Owned Social Engagement Follow-Up Up-/Next-Sell Optimization VIP CX 2nd/3rd Party Data Profiles, Signals Customer Data Platform (CDP) Website Targeted Next Best Content Recommended Products Surgical Pricing Website Behavior Profile Product Content Messaging, Video Chat Targeted Next Best Action ERP, PIM Inventory, Order, & Product Data Email, SMS Abandoned Event Nurture Workflow Orchestration Up-/Next-Sell Optimization Social Profile, Influence, Preferences Campaign Events Showroom Digital Displays Targeted Content Up-/Next-Sell Optimization Email, SMS, Chat Profile, Nurture Transactions Surveys Profile, Sentiment

Identity resolution, Intelligent segmentation, Intelligent next-best action, Activate. Sales Rep Mobile Context Mgt, Voice of Customer Recommendations Surgical Pricing VIP CX - Events

SEGMENT ALL THE THINGS @RCheesley

Basic Automation: Segmentation Segment members of VIP scheme who are in certain levels and are most engaged (points)

Personalise with Dynamic Content Content based on data e.g. Location Rocky Mountains or White Mountains image

Email / Website Dynamic Content One Email / Landing Page, Different Messages tailored to the local audience (could also be A/B tested). Could be geo-location based, or by user specified favourite mountain range / next to visit.

Next Level: Apply Machine Learning Segment based on - likelihood to engage on email (if low, use another channel)

Likelihood to buy / pay full price (lighter discounts)

Behaviour

Product interest

Data-Driven Customer Journey - Retail BROWSE OTHER JACKETS & REVIEWS RATES NEW JACKET RECEIVES CART-ABANDON EMAIL & ADS FOR JACKET AWARENESS SHARES ON SOCIAL MEDIA RETENTION REFERRAL CREDITS SEARCH FOR JACKET ON WEB, SIGNS UP FOR OFFERS PERSONALISED BASED ON ACTIVITY CONSIDERATION PRIORITISE BROWSED JACKETS ON WEBSITE, PURCHASES JACKET ADVOCACY RECEIVES EMAIL CONFIRMATION WITH TARGETED UPSELL PUSH NOTIFICATION / SMS UPDATES ON ORDER STATUS INTEREST PERSONALISED INVITATION POSTCARD, IN-STORE TARGETED INFORMATION ON DISPLAYS PURCHASE PERSONALISED, RELEVANT AND TARGETED OFFERS INVITATION TO LOCAL STORE ADVERTISING WEB DIGITAL SIGNAGE & POS CROSS-DEVICE PERSONALIZATION CROSS-CHANNEL NURTURE & RETARGETING OPTIMIZATION & FATIGUE MANAGEMENT CUSTOMER DATA PLATFORM Website Content @RCheesley CRM Data Customer Support Data Behavioral Data ID Data Geolocation & Beacon Data Transactional Data POS Data

Data-Driven Customer Journey - Cruise BROCHURE REVIEWED AND SHARED WITH FRIENDS, APP & EMAILS PROVIDE A TAILORED GLIMPSE OF SHIPBOARD EXPERIENCE AWARENESS SHAREABLE MEMORIES DURING CRUISE RETENTION CRUISE BOOKED! REFERRALS TO GIVE TO FRIENDS AND FAMILY EARN YOUR NEXT CRUISE FOR FREE! INVITE TO CAPTAIN’s DRINKS POSTCARD SEARCH FOR CRUISE ON WEBSITE - FILLS FORM TO RECEIVE BROCHURE CONSIDERATION UPSELL RELEVANT EXCURSIONS ADVOCACY SMS ALERTS WITH RELEVANT INFO / REMINDERS INTEREST ADVERTISING PERSONALISED CRUISE BROCHURE MAILED WITH UNIQUE DISCOUNT CODE TO TRACK BOOKINGS WEB DIGITAL SIGNAGE & POS PURCHASE APP TAILORED TO SHOW RELEVANT UPSELLS, TOUR BOOKING, PORT GUIDES BASED ON CUSTOMER PROFILE AFTER HOLIDAY, REMINDERS TO BOOK NEXT CRUISE, MEMORIES CROSS-DEVICE PERSONALIZATION CROSS-CHANNEL NURTURE & RETARGETING OPTIMIZATION & FATIGUE MANAGEMENT CUSTOMER DATA PLATFORM Website Content @RCheesley CRM Data Customer Support Data Behavioral Data ID Data App Engagement Data Transactional Data Shipboard data

Ruth Cheesley (she/her) ruth.cheesley@acquia.com acquia.com / mautic.org noti.st/rcheesley for slides / links @RCheesley