send a blast kill a hamster email marketing silverpop

Send a Blast, Kill a Hamster

Loren McDonaldVP, Industry RelationsSilverpop@LorenMcDonald

Meet Mesocricetus

auratus (hamster) aka your customer

@LorenMcDonald

How you show “hamster love”

200+ annually4 per week

1 every 1.8 days

@LorenMcDonald

50 emails

44 days

@LorenMcDonald

Why do we do this?

Because it works … and is “easy money.”

@LorenMcDonald

Every time an email goes ka-ching an retail marketer gets her wings!

Every time an email dings, an email marketer gets her wings!

So are you headed toward 1 email per day on

average?

@LorenMcDonald

That’s fine, but have you

done the math?@LorenMcDonald

11

500,000 subscribers X

4 broadcast emails per week > (200+ emails annually)

X 0.25% unsubscribe rate

= 1250 lost per email

1250 X 200 emails

= 250,000 lost subscribers

50% of your database =

gone

While it works, this batch and

blast approach is a

“hope” strategy.

@LorenMcDonald

So you have to ask yourself …

@LorenMcDonald

Do I feel

lucky?

Well do ya, retail marketer

s?

So remember this cute customer?

She eventually

looks …

…tired and worn out.

Do you want to be known as a hamster killer!

@LorenMcDonald

Isn’t it time for change?

@LorenMcDonald

But many of us are still

marketing like it’s 1999.

@LorenMcDonald

And not leveraging

current marketing technology and

approaches.

@LorenMcDonald

There is a way to stop killing hamsters …

@LorenMcDonald

…and generate more revenueand send more email …

@LorenMcDonald

The time has come for …

@LorenMcDonald

BehavioralMarketing Automation

Behavior

Automation Real-Time

It’s about usingBehavior to drive

messaging cadence.

@LorenMcDonald

It’s about talking toeach customer

as an individual.

@LorenMcDonald

The goal is to create segments of one.

@LorenMcDonald

It isn’t about Big Data …

but rather actionable

data about each individual customer.

@LorenMcDonald

And this actionable behavior-based data

is everywhere.

@LorenMcDonald

Likely more than 50 different behaviors

But this requires ashift in thinking …

CentralizedMarketing Database

IndividualizedContent

AutomationEngine

SocialGraph

Email

Mobile Apps

Location

CheckIn’s

Purchase History

Forms

CRM

VideoFile

Downloads

Site/PageVisits

Blog Visits

SupportHistory

Postal

WebMessagingSocial

Mo

bile

\ G

eoB

usin

ess Data

Moving to a centralized marketing database

And focusing on what the

customer wants to buy,

not just what we want to sell.

Calendar-based Behavior-based

4 per week 50 per day

@LorenMcDonald

Automation gives you

scale

88%

12%VolumeBroadcastAutomated

70%

30%

RevenueBroadcastAutomated

Low volume, high ROI

Automated Emails4 years ago = 2% volume / 1% revenue

Today Volume = 6X; Revenue = 30X@LorenMcDonald

"To me, photography is the simultaneous recognition, in a

fraction of a second, of the significance of an event as well as of a precise organization of forms

which give that event its proper expression.”

Henri Cartier-Bresson

The Decisive Moment

So what does this “BMA” thing look like?

I thought you’d never ask.

@LorenMcDonald

Marrying pre-opt-in web behavior

with email address.

= Welcome 2.0@LorenMcDonald

Home Décor pages

Loren

McDonald

Home Décor pages

shopperdude@email.com

Loren

McDonald

shopperdude@email.com

oops

Welcome!

Generic Welcome Email

First email … “jackets”

Welcome!

Onboarding Email(s)

• Dynamic based on specific category items browsed

• 3-5 emails series• Top

sellers/recommendations

• Ends with “best offer”

Remarketing based on browse behavior.

@LorenMcDonald

Incorporates

• Offer based on loyalty status, LCV, new customer

• Specific category items browsed

• Top sellers/recommendations

Reinventing the birthday email.

@LorenMcDonald

Run-of-the-mill

birthday email

Dynamic offer:• Loyalty status• LCV• New customer• Never purchased

Birthday Email 2.0

… website, SMS, display, social, mobile apps …

Whoa …But this just isn’t about email…

@LorenMcDonald

Add Your FavoritesFree Trial Expires SoonYour Bill is DUEDon’t forget to Add your

AccountDining Preference

Individualized mobile app experiences

Cart or wish list

@LorenMcDonald

Add Your FavoritesFree Trial Expires SoonYour Bill is DUEDon’t forget to Add your

AccountDining Preference

Individualized mobile app experiences

Category recently browsed

@LorenMcDonald

Add Your FavoritesFree Trial Expires SoonYour Bill is DUEDon’t forget to Add your

AccountDining Preference

Individualized mobile app experiences

Replenishment item based on previous

order

@LorenMcDonald

Add Your FavoritesFree Trial Expires SoonYour Bill is DUEDon’t forget to Add your

AccountDining Preference

Individualized mobile app experiences

• Content based on app usage

• Emails or push notifications to drive repeat usage / purchases

• Rewards program status

Lapsed store customer

offer

@LorenMcDonald

• Jake Rawlins• Online & Offline

customer• Mobile app user

Mobile App + Geo-fencing + Universal Behaviors

Sales associate engages customer based on purchase

behavior and LCV

Buyer alert triggered by geo-fencing and use of mobile app

Old New

What’s it going to be?

3 Things to Remember

Behavior

Automation Real-Time

@LorenMcDonald

Jump in – the water is warm …

…and paved

with gold!

A unified, behavioral-driven platform that lets marketers incorporate

every imaginable customer touch point, regardless of system or vendor,

into a single view that drives individualized, real-time content through the most appropriate channel.

Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the

deepest insight into the way customers behave.

Interested In Learning More?

silverpop.comsilverpop.com/marketing-resources

www.slideshare.net/silverpopTwitter.com/silverpop

Facebook.com/silverpop

Check out www.silverpop.co

mto learn how to

stop killing hamsters.

Loren McDonaldSilverpop@LorenMcDonald

Thank You!