Kenna Hilburn is the Chief Operating Officer at Liveclicker, where she is responsible for the growth and success of an international client base. Kenna has been with Liveclicker for eight years, leading account teams and managing client and partner success. Before Liveclicker, Kenna worked at major retail and consumer brands including Petco.
Hi there, I’m Kenna Hilburn, Chief Operating Officer at Liveclicker. You know that personalized emails have a big return on your investment, but do you know how big?
In a study we did with The Relevancy Group, they found that for every $1 spent on advanced personalization in email, you can expect to make $20. That’s a lot!
Today, I’m going to talk to you about how advanced personalization enabled by Liveclicker technology makes emails awesome. Not only do we help make email more personalized, engaging and rewarding, but we make it easy for our customers to add personalization to their campaigns in ways that reduce costs and improve efficiencies
We are used to seeing great websites and flat, uninspiring emails. The technology available for email in the inbox has been pretty limiting. This creates a sad situation where email becomes outdated and underwhelming.
For example, a brand might have a sale and send an email at 9am eastern time, but someone who opens the email when they get up on the west coast is out of luck – all of the items that they like are sold out. The email does more harm than good in that situation.
Or take another example, where someone opens an email to find out whether their local store is open. But the information has changed since the email was sent, and it hasn’t been updated. The customer is disappointed when they realize the information is wrong, and sales are lost.
Data showing market problem
Marketers report that advanced personalization in email increases revenue 17% over basic personalization tactics like “Hello, Firstname”.
In another study, personalized emails deliver 6x higher transaction rates.
The benefits to personalization go beyond revenue too. Personalization can reduce acquisition costs by as much as 50%, and increase marketing spend efficiency by 10–30%.
Some of that efficiency is gained by workflow improvements – when marketers have the opportunity to go deep on personalization, they can reuse components across campaigns and reduce the number of resources they need.
Introduce your technology
Liveclicker dramatically improves email, enabling personalization and interactivity with real-time content at the moment of open. Our platform helps marketers adjust emails at any time—even after they reach the inbox—so the message is always relevant and impactful. Enterprise brands across industries use Liveclicker to drive results, improve workflows, and be more nimble.
Describe the history of the tech/company
Founded in 2008, we are pioneers in video and real-time email content, Liveclicker is 100% focused on personalized and interactive experiences with over 240 customers located in the US, APAC, EMEA and proudly part of the CM Group family of brands.
Who do you best serve (your customers)
We work with innovators in retail, entertainment and gaming, advertising, and financial services. They include names you’ll recognize such as Chico’s, Ulta Beauty, Bond Brand Loyalty, AT&T, Trusted Housesitters and Bankrate.
How do you solve the market problem
Our customers are looking for results and cost savings, and we deliver both. Because we enable real-time creative, dynamic emails, and moment-of-open personalization, our customers can streamline their workflows and drive increased revenue.
What is your unique selling point (USP)?
Liveclicker is not just a technology – even though our Technology is pretty great! Our insanely responsive team provides hands-on support and strategic guidance that has our customers personalizing their campaigns in a matter of hours with the easiest advanced personalization platform on the market. It’s intuitive and marketer-friendly, integrates within any tech stack and doesn’t require a lot of technical expertise or an expensive agency to get it running.
Take a look as Andy Werner walks through creating a video in email experience.
Examples of customers helped
TrustedHousesitters has a great example of innovation in email. They wanted to address people’s hesitations with having a ‘stranger’ in the home. That’s a key business challenge preventing people from deciding to trust the platform and convert. By using a video in their email, they were able to engage their audience and show both sides of their platform — owners and sitters — discussing the issue head-on. They also invited prospective members to submit questions directly to the existing community.
Trusted Housesitters saw a 2% lift in conversion and over 700 responses received.
This was a big win. They told us, “Thanks to the success of this campaign, features such as live video in email have now gained company-wide support. We’re excited to continue using similar tactics in our regular communications.”
Hot Topic had an even bigger challenge. They were sending emails about products that routinely sold out very quickly. Call volumes were up because customers were complaining that they didn’t receive their emails before the inventory was gone. We helped them solve their challenge by designing an email that would change its message depending on inventory availability, and remind customers to check-in.
Their customers stopped calling to complain, and instead spent over 200% more time in the emails so they could be the first to know when inventory was available. Clickthrough rates went up nearly 30%.
Our customer was delighted, saying “Ultimately, the best part about using Liveclicker for these campaigns is that it solved for an ongoing problem affecting both customers and the business.”
What was the before and after (the impact)
Before working with Liveclicker, our customers don’t have the technology support to create real-time personalization and gain the benefits from workflow efficiencies. By including Liveclicker in their existing tech stack, customers are able to add improvements to their planned campaigns over time. For example, Ulta Beauty used Liveclicker to personalize their existing year-end loyalty recap email, and earned 3X the revenue vs standard “business as usual” emails.
Trendyol personalized the name on the back of the sports shirts in their existing campaigns and saw a 130% lift in conversion rate.
Chico’s set up a set of changing deals in a single day and used Liveclicker to swap the offers in each email sent. They saw 2x the conversion rate versus their average.
Torrid used Liveclicker to automate key content blocks during the holiday season to keep information current for customers in every email, and reduced production time so much they were able to add testing and strategy development during a critically busy time in their workcycle.
Any quirks or limitations of your tech?
Some email providers do block the location of an opener, but we have ways to work around that to still provide a strong experience at moment-of-open, and to add to marketers data in the process, solving the question of where those customers are over time
Where does your tech sit in the MarTech stack?
Liveclicker is a layer within the email tech stack, and works alongside a brands emails service provider as a defined personalization and interaction layer. We are ESP agnostic, which means we are happy to work with any of our customers chosen ESPs. With easy API connections – we are able to pull in and render content from other sources.
Pricing, onboarding, timeline of adoption?
We use a volume-based pricing model that charges you based on impressions or opens. We also have several plans available for our exceptional support. We use annual contracts and bill monthly.
Our onboarding process includes on the job training so that our customers are utilizing the platform on day one! The best audience for the kick off and onboarding process would be design and email deployment managers.
We are your partner. We want you to be successful, and we’ll work with you every step of the way to help you be the hero to your business, and essential to your team.