The Evolution of Email: Real-Time Segmentation & Contextual Marketing

What data do you have available today? • Location-based data

• Time of day/event

• Device type

What content will be useful to your customers

and enhance their experience?• In-store information

• Sale or event countdowns

• Loyalty points available

How granularly do you want to segment?• By city, state, region, country

• By membership status or tier

• Enabled by IP, store ID or

store address & radius

• Displays number of preferred stores

• Personalized map helper

• Enabled by first name

• Fun image treatment creates brand stickiness

Images based on

device type

• Date of upcoming event

• End of sale

Money raised to date

title

Regional segmentation

enabled by IP passed

as a link append.

41 DEGREES

AND ABOVE 40 DEGREES

AND BELOW

+300%click-through

rate

Enabled by zip code

and IP passed as a

link append

DEFAULT

• Enabled by IP

• Radius of 25 miles

• Display top two stores

OPTION A OPTION B+114%

higher click-

through rate

• No cached imagery

• Deliver winning version during & post send

Imag

e /

Pri

ce

Single Glamour

Price

No Price

Multiple Glamour

Price

No Price

+86%higher click-

through rate

Additional 20% off Clearance Event

Requirements:

• Create urgency

• Send an email daily to most subscribers

• Keep the customer in the know

• Welcome series

• Educational

• Quality & craftsmanship

+54%higher click-

through rate

• Start with data you have now

• Ensure your data is up to date

• Consider a default scenario

• Real time content can get

complicated:

• Review your rules & creative

• Test...test...test

• Track results

PERSONALIZATION

Increase

response rates

with Contextual

Content

Create hyper-

personalized

emails at scale

Use content

that already

exists on the

web, social

Ensure cross-

channel

consistency

AUTOMATION OPTIMIZATION

Optimize

based on

performance

in real time

Test, refine,

repeat

INNOVATION

Stand out in a

crowded inbox

Improve the

metrics in your

email scorecard