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If you’ve been in London for the last couple of weeks, then you’ll know how hot it’s been (quite chilly in my aggressively air-conditioned office, though).

However, yesterday, at our Email Breakfast Seminar, the weather gave us a break (and when I say us, I mean everyone apart from me in my aforementioned office). With temperatures dropping to something a bit more manageable, the sun shining, and a room full of marketers looking to improve their email marketing strategies, we kicked off this event at the spectacular Royal College of Physicians in London.

Getting personal with Last Word Media

As found in our 2018 Email Marketing Industry Census, 71% of marketers that send personalized emails based on behavior and preferences rate the performance of their email campaigns as ‘excellent’ or ‘good’. However, just 35% of marketers are using content personalization (i.e. not just first names). Such used to be the case for Last Word Media: inconsistent branding, non-responsive templates, poor data, no segmentation and one-size-fits-all emails.

Not any more, however. Bill Brand, Senior Data & Communications Manager at Last Word Media worked with his marketing team and Adestra to move to a First-Person Marketing approach. They integrated their CRM with Adestra’s platform, created a preference center to give the control to their subscribers, created device-responsive templates, and used conditional content to send more relevant emails. This First-Person Marketing approach achieved an impressive 61% in event registration via email, increase in email engagement, and website traffic growth (from 39.8% in 2014 to 57.2% in 2017).

Taming the beast with Historic England

Historic England is the public body that helps people care for, enjoy and celebrate England’s historic environment, from beaches and battlefields to parks and pie shops. Their data was out of date (and therefore not GDPR compliant) and their contact information limited, meaning that they couldn’t use segmentation to send more relevant emails to their contacts.

With the adoption of a refreshed brand voice and GDPR approaching, Marina Nenadic and Historic England’s marketing team worked with Adestra to retain their engaged audience and re-engage dormant contacts, while collecting more information about them. With a new preference center, they were able to collect data in a more GDPR-compliant way and segment their data based on preferences. They also created an automated re-permissioning program, which was different for engaged and non-engaged contacts, and a thank you email. As a result, Historic England has retained 28% of their contact list, and they now have the postcode of 82% of those who engaged with the brand.

Wrapping up…

There are lots of advanced tactics you can implement: segmentation, re-marketing, location-based content, dynamic content…all these tactics can help you drive a better, more relevant and engaging experience for your customer, but it can be overwhelming. So, as advised by our Head of Customer Success, Danielle Woolley, if you want to succeed, start with the customer.

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