Ramon Chen is the Chief Marketing Officer of Reltio, a cloud-based data management company. They provide a platform for companies to receive clean, reliable data, from which they can derive predictive analytics. Reltio ultimately allows companies to use this valuable data in their marketing/sales for their business.
A Quick Preview of the Podcast:
- How to properly gather prospect data for marketing purposes
- How to create a personalized video for each individual prospect, efficiently
- How to build relationships through meaningful, relevant emails
Tim: Building your email list is definitely one of the most important things you should focus on in your business. But if people aren’t opening the emails that you’re sending them then it was kind of a wasted effort, right? So how do you get more people to open your emails? Ramon Chen from Reltio found a way to personalize the emails in a unique way that resulted in a 4x increase in open rate for his emails.
In this talk, he’s going to tell you not only what he did, but also walk you through exactly how to get it done. You just might want to take notes. I’m Tim Paige. The senior conversion educator here at lead pages and this is ConversionCast.
Awesome. Okay, so can you share with us the results you were able to get from this particular case study?
Ramon: Sure, sure. So Tim, we used a personalized video technique in which we sent emails out to prospects and customers that had their name, email, and their company embedded in an actual video that we had prerecorded.
And the context was when you get the email, you get a thumb nail that essentially shows your first name on a coffee mug. So there’s a lot of personalization these days in email where the person’s name is in the email or there’s may be sort of some digital layovers inside video where you see a person’s name injected.
But it’s quite rare these days and it’s kind of a specialized technique to have actual names and company names and email addresses embedded in context with objects inside a video.
So what we did is that we sent this out to 12,000 customers, partners and prospects. And we received an amazing 20% open rate which is kind of un heard of.
Ramon: Typically, yeah. Typically, we would see something in a range of about 5%. So something like 4x people opened the email in terms of being able to see their name inside the thumb nail really helped. But even more startling, the click-through rate to actually launch and watch this 90-second video was 10 times the average of the type of content that we send out.
So we normally get maybe a 1% click-through rate and we got 10% click-through rate. So 50% of the people who opened the email also clicked through it. So these results were quite astonishing.
Tim: Yeah, that’s pretty crazy. And I’ve got a few questions but first just to give some kind of context. Tell everybody who you are, what you do, and what this was for.
Ramon: Sure, sure. So my name is Ramon Chen and I’m the chief marketing officer at Reltio, R-E-L-T-I-O. And were a data management company in the cloud and we provide a platform that allows companies to have clean, reliable data. As well as to derive predictive analytics and insights on top of that data and ultimately taking that data and using it in marketing, sales, compliance applications across their enterprise.
Tim: Got you. Okay. And so this was you trying to get new potential customers for your business?
Ramon: Correct, correct. But it’s also somewhat integrated with our own technology because we use our own technology as we should. In order to do this level of personalization with video you first really have to make sure that the data’s accurate right? And clean.
Because it completely defeats the purpose if you send somebody a video and it somebody else’s first name, you know, was somebody else’s email on there. And that essentially almost does more harm than good.
Ramon: So to do this kind of hyper personalization, you first have to ensure that the data is 100% reliable. And that’s the premise of our technology. Making sure that the data is clean and accurate before we even attempt anything like this.
Tim: Got you. Yeah. So can you maybe walk us through how you would do something like this and the specifics of how you were able to integrate this into a campaign used to drive business results?
Ramon: Sure, sure. So the first thing you need to do is to start with your customer base and your lists, right? So I don’t know about you guys but typically, most people say that their data isn’t a hundred percent reliable. So their lists are cobbled together from or from sort of their CRM system. And the marketing has a separate data base and it’s not cross-correlated. So you may have multiple instances of John Smiths spelled slightly differently. A personal email address, work email address, and they may have moved on. So the first thing that needs to be done is to make that data reliable.
So we help bring that data’s together, make it consolidated so that John Smith from all these sources is aggregated into a most accurate review of that profile. And then we take the best email address, the most frequently used, and the most with the best response and no bounce backs.
So that’s the core of that piece of information. Then you can cross-correlate and verify that that is his or her current place of employ and employer. And then as well as some additional facts such as job title and responsibilities and so forth are important in developing a campaign and a plan.
Then we sub segment that information because depending on how you’d want to target a particular prospect, you may want to narrow down the focus to say something unique to that prospect. If they’re in marketing, you don’t want to send a generic email that just says hey whether you’re in sales, marketing or compliance, it shows that you really haven’t put a lot of thought in to that individual as a target.
So for marketing people, you want to send a marketing message. For sales people, you want to send them a sales message and so and so forth. Then once you have a clean, reliable foundation in terms of the list you can go ahead and create a personalized video.
there’s 2 steps so creating a personalized video. One is you have to go create one. So this is a custom video. This is not sort of like you take a clip off of YouTube or some stock clip. This is actually something that takes a little bit of planning so you would have to work with a video agency and it’s actually surprisingly cost effective.
Not as expensive these days as you might imagine with the technology that’s available, the production, and the quality of camera’s and so forth. You can pretty much do this quickly. You can also you know pretty much use GoPro or your iPhone quite frankly if you want to. And use sort of standard production tools that are on your laptop if you don’t want to pay for production outsourcing.
After that once you have the video, you want to then work with a video distribution partner that can personalize. We used the company called Vidyard. Vidyard is a company based in Canada and they’re new and pioneers of this personalization technology.
You would then provide them with a list of name, address, phone number, and email and the company names that these individuals work for. And they actually generate 12,000 individual videos, which is quite stunning.
Ramon: Every single one of these videos are personalized and then they give you essentially a player code for playing that video. So you set it up on your website and you have a generic URL but in terms of the UTM parameters that get passed through, the vide codes dictate which video was selected and gets played when the prospect or customer or partner clicks through to that video.
Tim: Interesting. And then how does that… The thumb nail must then be in the email correct?
Ramon: That is correct yes. So the thumb nail gets generated also by the Vidyard and they provide the embed code that you would then abstract in your own videos in your sent. So we use ActOn as our marketing automation system and ActOn and Vidyard as seamlessly integrated. So when we generate the emails to be sent out, that thumb nail with the corresponding personalized name on the coffee mug is sent out.
Now the great thing about Vidyard as well is that so they’re not just a video serving platform but their also providing analytics right? So you want to know who’s clicking through and how effective is the video being. And one of the specialties that they have as well is to be able to have A/B testing on thumb nails.
So you can…
Tim: Oh interesting.
Ramon: So you can use different thumbnails test. So we did one round with the coffee mug but then we thought well maybe that’s a little too subtle. You know you can’t really see. You know it was in cursive writing, right? The embed on the mug so it may have looked a little subtle. So we flipped through another screen which was actually our product with their name embedded inside a graphic, inside a computer monitor.
Tim: Oh, nice.
Ramon: But in a 3-dimensional view so it wasn’t just flat on so it dint just look like a PowerPoint slide but it was a natural, a frozen frame in the video itself. And that actually even got higher click-through rates because then, because of our technology and our relevance to the prospects that were interested in our technology. They saw their name in context with our products, which made them even more curious.
Tim: Fascinating, yeah this is a great way to personalize in a super unique way. I mean it’s easy enough to just put their name in a subject line or whatever. But to include it in the video and make it really seem like super personalized experience along with all the other things that you’re doing. You know saying marketing as opposed to sales and you know talking about their particular issues. That’s a really great way to get to really specific and focusing on them to increase their curiosity. As well as obviously, it’s getting results throughout the entire process.
Ramon: That’s great to actually it also goes a little viral right? So when you receive something like this and you think it’s super cool, you kind of forward it onto your colleagues right? And you basically say hey, you know? Check this out, my name is in this video.
Ramon: Isn’t this the coolest thing you’ve ever seen? And so our goal with getting to know people and this is really getting to know people. I think just if I may just digress slightly.
Ramon: You know the world of spam email marketing? You know those days are over. People don’t really want you to bombard them with information saying download this, download that. They want to be given content and at a point at time that they actually need it. And that’s when they find it useful.
So our goal is to not just bombard people but to build a relationship with them. And we want them to also help, be advocates and spread the word and actually sort of reach out to their colleagues and to tell them how interesting they think you know we are. So that’s the goal.
So I think relationship marketing and account based marketing, all of these things are starting to see more problems with the B2B world where we live. Certainly, it’s very, very well done by Amazon and the likes of retailers to say things like you know, “Hey you know friends of yours looked at this particular product or other people who bought this product also bought this one.” And you don’t see there’s so much of that in B2B marketing and so I call that the consumerization of B2B marketing. Really having B2B marketers behave and use more techniques that are prevalent in retail for their marketing.
Tim: Yeah, I love that. That’s something that comes up quite a bit when I have a training that I’m giving and somebody says “Well I’m B2B, does this work for me?” But you know the psychology is very, very similar if not identical between a consumer and you know somebody working at a business environment.
They are still looking to solve particular problems that they have. It’s still person behind that decision. So it’s definitely is we still need to treat them with a certain level of humanity to get great results. So I love this. This is a great tactic and thanks for breaking it down so specifically and on coming on the show.
Ramon: Well thanks Tim, thanks for having me.