Sue Cho, Email Marketing Manager for The Honest Company, discusses how the company personalizes customer experiences, the end of the batch-and-blast, and shares her best advice for email marketers.
On changes in the customer journey:
“The expectation of consumers have changed a lot — they’re a lot more demanding”
“They expect us to know more about them: what they’re looking for before they tell us what they’re looking for.”
On data & personalization:
“Batch-and-blast doesn’t work anymore because it isn’t personal”
“We use purchase behavior and browse data to suggest products that make sense for [the customer].”
“We don’t ask people a lot of questions when they sign up with us — just name, email address and platform. We have tagging and tracking on all of our pages that ties it back to their account. We look at the data (how long they’ve been on the page) to smartly guess what product they’d be interested in.”
Customizing Customer Approach:
“Depending on which trial our subscribers signed up for, I send them a relevant bundle. If the bundle is denied, I take them to our a la carte channel, from the category they purchased from the trial”
“We’re starting a new program — Decision Tree Model — where, based on one’s browsing, we can predict within the 7-day trial period if a customer is likely to cancel. If they’re in the group likely to cancel, we send them an offer”
Best Advice for Email Marketers?
“Don’t think that you know anything. A lot of times I’ve tested, thinking I’ve identified the winner, and the data proves otherwise”
“You might think you have a great idea but if the data proves otherwise, you have to go with the data”
Just how important is personalization to the customer journey?
Watch this interview with Jay Jhun, VP of Strategic Services at BrightWave Marketing, and learn more about the role personalization plays in the customer journey and why leveraging data is like dating: