How to boost email results with Games and Quizzes

Just because customers are interested in receiving emails doesn’t mean that you’re maintaining them engaged. Thankfully, there are many things you can do to ensure your customers are engaged with your emails. We’ve listed six ways to boost your email results with games and quizzes.

1. Gamification: can you beat the hi-score?

Gamification can actively improve clicks and conversions. By asking people to play a game such as a memory game or a matchmaker you are tapping into the creative potential of your subscribers. Add an engaging moving gif design to drive clicks and enjoy your dwell time stats go through the roof as people will be engaged for a long time on your website. Thanks to this pinball game Virgin Holidays experienced a 47% click-through rate.

 

2. FOMO: are you one of our lucky winners?

By using elements of accomplishment, envy, ownership, and scarcity you are driving your audience for the clicks. Subscribers when signing up are expecting to receive some type of value, such as a coupon, free gift, or a contest entry. If you want subscribers to continue being engaged with your emails, keep providing something of value and make them interact online with an online scratch card or shake your phone to reveal a prize. Feelunique is driving subscribers to an interactive summer spin for a chance to win special discounts.

 

3. Enhance customer experience: swipe your preference

To enhance customer experience Central England Co-Op used an interactive “tinderesque” swipe survey behind email to collect customer preferences and deliver more personalised emails. The swipe survey running behind an email marketing campaign drove a 28% click-through rate with 20% of surveyed customers sharing their preferences. The swipe survey is a great experience to boost clicks and drive engagement.

 

 

Co-Op interactive customer experience

 

 

4. Rewarding customers: thank you, here is something for you

Subscribers are looking for positive experiences with brands. One of the most popular customer rewards in use by many brands is when a subscriber reaches a certain level of a loyalty program. Paperchase uses various experiences to reward members of their TreatMe Loyalty program, here is an example of Spin the Wheel on PayDay for TreatMe members only.

 

 

Paperchase interactive experience

 

 

With loyalty you can also combine experiences with other moments such as birthdays, special moments in the year, or the launch of a product by giving exclusive access.

 

 

5. Customer Feedback: how did we do?

After a purchase or a delivered service use interactive experiences to ask for feedback and make that experience engaging, fun and above all easy. TeamSport used a Net Promoter Score survey to get feedback from customers after their races. Valuable information is collected for each track and customers can be rewarded afterwards.

 

 

TeamSport example of customer experience

 

 

6. Intrigue: what does the future hold?

Instead of engaging your audience with a standard marketing message, use email to create interest, curiosity or “intrigue.” Use a clever hook to invite subscribers to an interactive personality quiz or a product profiler and deliver a personalised brand interaction

A great way to deliver the message and drive clicks from your emails to these engaging experiences is to use moving GIFs that demonstrate how the reward, game, quiz or interactive promotion works in a few seconds. Using moving GIFs is the perfect way to show what engagement and reward(s) subscribers can expect. To get the best results you can create moving GIFs that are personalised or tailored to a segment, or audience.

As we know email marketing is one of the best tools to drive sales and convert leads. With interactive experiences it is possible to substantially increase your click-through rates and conversions whilst delivering great value to your audience. Don’t be intimidated these interactive experiences can be published in just a few clicks. Give it a try or contact Odicci for more information about our pre-built interactive experiences, with more than 80+ out-of-the-box experiences you won’t be disappointed!

What is Zero-Party Data?

All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion. 

Types of data

Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.

These three well known types of data are:
> First-party data is any information that is collected through a direct relationship with a consumer.
> Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business.
> Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).

The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.

Another problem is data Privacy.  Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.

Following these events Forrester introduced the term zero-party data defined as follows:

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.”Forrester

Why is zero-party data hot?

As competition grows marketers face increasing pressure to deliver personal experiences to engage.

Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent. 

Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return. 

Zero-party data is based on concepts of privacy and value.

Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.

Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation. 

By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.

Value exchange

When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange. 

To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …

Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.

For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology. 

Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data. 

For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.

Together with Paperchase we implemented interactive personality profilers to collect insights from their customers.

By putting consumers in control marketers activate trust and create the most effective way to collect interests, intents and preferences.

With zero-party data, you can identify your highest value customers, develop one-to-one personalisation and maximise lifetime value of your customers. 

In summary

There is a general concern about data quality as inferred and observed data sources are not reliable.

A new type of data called zero-party data emerges. Data that is intentionally and proactively shared with a brand by consumers.

Thanks to zero-party data brands can increase customer satisfaction, improve loyalty, drive advocacy and generate revenue. 

Related Blogs:
Paperchase maximises Pay Day emails with Interactive Experiences
How is Central England Co-Op collecting data
Interactive Customer Profiler

Overview of Zero-Party Data Solution Providers

Marketers can use zero-party data (ZPD) solutions to ask customers for information that’s hard to infer, deliver personalization that isn’t creepy, and gauge how much consumers trust their brand.

Once you’ve developed a ZPD strategy, a diverse set of ZPD vendors that vary by size, functionality, geography, and vertical market focus can help collect this data.

Use this report to understand the value you can expect from a ZPD solution. To access the full report.

How is Self-Declared Data Boosting Targeting?

In 2021, customers are seeing between 6,000 to 10,000 advertisements every day. Knowing how bombarded people are with this type of daily messaging fuels the never-ending mission of companies to find new ways to reach their customers that feel personalized to their needs. No longer can marketers put a single advertisement in magazines or on television and expect to target their ideal audience.

Instead, they need to adopt new strategies and technology to find the right brand messaging to attract more customers. One of the most significant changes marketers need to make is the shift from primarily using Third and Second-party data to incorporate self-declared data with Zero-party data.

 

What Is the Difference Between These Data Sets?

Before incorporating any of this data into your marketing, it’s essential to understand the differences between each type of information. Previously, companies had to rely on three categories of data for their marketing strategies, including:

  • Third-Party Data: This is information that is collected from an external source. Third-party data is pre-collected and available to anyone who wants to purchase it.
  • Second-Party Data: Second-Party data is first-party information that is exchanged from another company to benefit both parties. This data exchange usually works for products that complement each other, such as makeup and makeup cleaner.
  • First-Party Data: First-party data is the information collected directly from your company.

However, these forms of data do not always provide the entire truth on customer’s preferences. The fourth type of data that brands have incorporated that have worked most effectively is self-declared which includes Zero-party data.

 

What Is Self-Declared Data?

Simply put, when a customer proactively or intentionally shares information with a brand, this is considered self-declared data. This data set may include preferences, personal context, how the individual wants to be recognized, or even the purchase intent. Plus, it helps to ensure privacy for your customers by gaining permission before collecting their information. Brands that utilize this opportunity will stay ahead of their competitors by gaining valuable insights into your customer’s preferences and tastes.

 

Targeting with Self-Declared Data

Having this highly individualized data helps companies meet customers’ preferences and demands. Self-declared data can build lasting customer relationships, enhance customer experience, forecast future trends, and even create strong customer personas.

When you can accurately build your customer profile and identify what your customer cares about, you can deliver timely advertisements that will have a higher ROI. For example, through self-declared data for your clothing store, you can learn the type of customers visiting your store. Maybe one of these groups are middle-aged females who love your yoga pants collection. Knowing this critical information ensures you’re not sending them a coupon for something they don’t care about, like men’s jeans.

 

As consumers start to have higher expectations regarding data privacy and brand experiences, marketers will have to reassess how they’re reaching their target audience. Thankfully, self-declared data provides an excellent solution to this ever-growing problem and allows your company to offer a personalized, relevant experience through customer data.

 

That’s the way the cookie crumbles

The vast majority of current web browsers now block third-party cookies or are on their way towards full blocks. This means that online advertisers and analytics firms cannot use browser cookie files anymore to track users as they visit different sites across the internet. The transition away from third-party cookies is causing brands to look at new ways to track visitor online behavior while also maintaining privacy.

First-Party remains

It should be noted that the move away from third-party cookies by the three major web browsers does not mean an end to cookies.

Thanks to Third-Party Cookies entities were able to collect information about consumers without having a direct relationship with them. Sources of third-party data include consumer data brokers, credit reporting agencies, ratings companies, and publicly available records. Most commonly, data vendors aggregate unrelated sources to compile third-party data sets.

First-party cookies, that are placed on a person’s browser when they visit a website owned by a primary company or organization, will still be in place.

Companies will be able to track visitor behavior in terms of where they entered the site, how long they stayed, pages visited, and where they exited. This remains a core and central part of any organization’s data gathering practice and helps them determine how their sites and product offerings should be configured.

Data Privacy Matters

Another major concern for marketers thinking about their data is privacy. Because third-party data comes from an entity without a direct relationship with consumers, it’s the single biggest offender, and it’s coming up more and more in light of the GDPR.

Companies have to obtain consent from consumers to contact them for marketing purposes, share or sell data to third parties, and for any uses that the consumer “would not reasonably expect.” Consent is a must for profiling and segmentation that uses personally identifiable information (PII), automated decision-making, and direct marketing.

In summary

The blocking of third-party cookies is coming, but it’s not completely here yet. The slow crawl to a complete phase-out may seem like a temporary reprieve. In the meantime, companies should devote themselves to building a more mature, robust, and accurate attribution methodology that takes into account the multiple ways customers engage with brands.

To power personalization brands need self-reported data, actively given by consumers. Third-party data won’t give you that as it is taken from publicly available sources and mostly inferred. The opportunity for brands is to engage and get to know their customers better and to build a declared data strategy.