Personalize Your Website & Email Marketing for Better Results

WEBINAR
Personalize Your Website
& Email Marketing for
Better Results

PRESENTER
PANELISTS
Justin Thorp
Senior Manager, Marketing Operations
@addthis
Charlie Reverte
VP & GM, Publisher Products
AddThis
@numbakrrunch
Tom Tate
Marketing Project Manager
Aweber
@tnrt

AGENDA
1. Introductions
2. Personalizing Your
Website
3. Personalizing Email
Marketing
4. Q&A

Housekeeping:
• This webinar is being recorded and will be
emailed to you along with the slides
• All attendees are on mute! If you have a
question feel free to submit it in the
GoToWebinar console on the right at any time
during the webinar for a Q&A afterwards with
our presenter and panelists

So, you just executed the perfect
strategy to drive targeted traffic to
your site and...
Charlie Reverte: @numbakrrunch #ATwebinar

You’re greeting your visitors like this:

But, they feel like you’re...
Photo by Sharon Mollerus

Ever go to a site like this?

It feels like...

Can you find the subscribe box?

You know visitors aren’t all the same

So, why do you treat them that way?
Photo by taymtaym

Visitors run and hide
Photo by Jon Rawlinson

Benchmark averages for bounce rate

What is Website Personalization?
Tailoring your content, promotions, and
messaging to the needs of individual
website visitors.

Why Personalize?
It gives your visitors what they’re actually
looking for, instead of throwing
everything or the wrong thing at them.

Don't
judge
me...
Your experience is already unique to you…here.

What Makes Your Visitors Different?
• First time visitor or returning visitor?
• Occasional visitor or frequent visitor?
• Are they mobile or at their desk?
• What are they interested in?
• How did they get to your site?
• What about demographics?

Know when not to ask

There’s a better way

Know when you’re more likely to
succeed
Returning
Users:
10x Signup
Rate

Right email list for the right person

Special offer + email subscription

Once you build your list, what’s next?

Personalize your landing page to match the campaign

Segment your email list for more
targeted emails

Personalize Your
Email Marketing

Tom Tate - AWeber Email Marketing
● Founded in 1998
● Web-based email marketing
tools to help small businesses
and entrepreneurs connect
with their customers and
prospects.
● Broadcasts and
Autoresponders.

What you’ll learn from me today:
● Why email marketing?
● Actionable tactics to start sending personal emails
● Common personalization mistakes
● Metrics you can evaluate to measure success

We all know what email marketing is.

What is email marketing really?
“If you learn anything about email marketing as
a business owner, let it be this: You are not
‘blasting’ prospects and customers.”
Tom Kulzer, AWeber CEO

Talk to one person instead of one thousand.

http://www.searchenginejournal.com/increased-roi-4300-true-possible-email-marketing/96537/
4,300% ROI

http://thedma.org/blog/data-driven-marketing/saturday-stat-series/
66Percentage of consumers
have made a purchase
online as a result of an
email marketing message.

Whether you send Broadcasts...

Our goal is generally the same.
open feel engage share repeat

What we want to avoid.
ignore delete bad xp detach SPAM

What we talk about when we talk about email personalization

One v. One Thousand
It’s about making a one-to-one connection with
the human being on the other end of the email.
We can do this with content and design, but also
with leveraging data.

Data we can leverage:
Subscriber data (name, interest, etc.)
Behavioral data (action on site, engagement,
previous buying behavior, location of signup.)
Contextual data (time of day, weather, etc.)

No data, no problem?
You probably have more data than you think.
Most Email Service Providers have enough
subscriber data to develop smart personalized
email experiences.

Simple Personalization Campaigns

Campaign One: {First Name}, naturally
Experiment with using the subscriber's first name
in both subject line, preview text, and/or body of
the email.

Campaign Two: Plain and simple
Decide whether you need to send a fancy
templated HTML email v. a plain-text style HTML
email.
Designed emails can feel like they come from a
brand, while plain emails can feel like they are
sent from an individual person.

I’m not saying don’t brand your emails.

Avoid “donotreply@yourbiz.com”

Campaign Three: The right message
Create segments based on user behavior/action,
and deliver custom messages that speak to this.

Let’s say you have a course...

Create a segment for those who didn’t
open the message:

Or a segment for those who didn’t click:

Campaign Four: C.Y.O.A.
If you haven’t captured custom interest data to
send specific content, or segmentation at this
point is a manual headache, consider splitting at
the point of entry.

Pitfall One: {First Name}, whoops
● Always test your emails.
● Beware of sounding like a robot.
● Own your mistakes.

Pitfall Two: Customer/Prospect mixup
● Don’t oversell your customers on something
they already purchased.
● Use automation to move or tag a prospect after
they convert.

What metrics to track:
● Sales
● Clicks
● Opens
● Unsubscribes
● Traffic

What metrics to track:
● Bounces
● Location
● Email Domain

Varies by industry:
Difficult to give specific stats because so many
variables affect what you should aim for.

https://blog.kissmetrics.com/email-marketing-2015/

Parting words of wisdom:
● Every industry/customer base is different.
Iterate on what works, and listen for feedback.
● Email marketing is permission marketing. Your
invitation to the inbox is a privilege - use it
wisely.

Relationships begin on your website.
And they’re built in the inbox.

Personalize Your Website & Email Marketing for Better Results

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