batch and blast email to behavioural marketing automation silverpop festival of marketing
DESCRIPTION
Contrary to popular reports, email is not dead; but it is changing. In this session, Silverpop will highlight the move smart marketers are making from batch and blast static email to behaviour-driven integrated marketing initiatives. Using case studies and examples that illustrate how transformed marketing initiatives are delivering amazing customer experiences including on-the-go mobile/smartphone marketing. Silverpop will share how leveraging customer behaviour from online browsing, offline activities, past purchases, app usage and more drives increased engagement and revenue. The session will also cover how to get more done using automation techniques to allow your marketing efforts to continue to run without your continuous manual effort.TRANSCRIPT
Moving from Batch and Blast Email to Behavioral Marketing Automation
How many brands show their customers love
150+ annually 3 per week
1 every 2.3 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!
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, email
marketers?
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
The time has come for …
@LorenMcDonald
Behavioural Marketing Automation
Behaviour Automation Real-‐Time
It’s about using Behaviour to drive messaging cadence.
@LorenMcDonald
It’s about talking to each customer as an individual.
@LorenMcDonald
The goal is to create segments of one.
@LorenMcDonald
And focusing on what the customer wants to buy,
not just what we want to sell.
It isn’t about Big Data … but rather actionable data about each
individual customer. @LorenMcDonald
And this actionable behaviour-‐based data is
everywhere.
@LorenMcDonald
Likely more than 50 different behaviours
But this requires a shift in thinking …
Capturing a customer’s behavioural clues
Listening and influence along the customer journey
Visits store
Signs up for
catalogue Signs up for email
Visits site Browses site
Downloads mobile app
Abandons cart
Does a search Buys
Centralised Marketing Database
Individualised Content
Automation Engine
Social Graph
Mobile Apps
Location
Check In’s
Purchase History
Forms
CRM
Video File Downloads
Site/Page Visits
Blog Visits
Support History
Postal
Web
Mob
ile \
Geo
Business D
ata Moving to a centralised marketing database
Calendar-‐based Behaviour-‐based
3 per week 50 per day
@LorenMcDonald
Email Channel
Promo.onal
NewsleJers
Offers
Transac.onal
Order Shipment ConfirmaNon
Password Recovery Credit Card Failure
NoNficaNon SmartPaks Cancel ConfirmaNon
Returns NoNficaNon
Order Delivered ConfirmaNon
Delivery ConfirmaNon
Order ConfirmaNon
Lifecycle
SmartPaks Welcome
Order Reminder
Abandoned Cart
Post Purchase Review
SmartPaks Up-‐sell
Consumable Replenishment
Browse Behavior
ColiCare
+ 8 More
24 triggered and transacNonal
programs in place, ~50 unique automated mailings/day
Automation gives you
scale
"To me, photography is the simultaneous recogniNon, in a
fracNon of a second, of the significance of an event as well as of a precise organisaNon of forms which give that event its proper
expression.”
Henri Car)er-‐Bresson
The Decisive Moment
Map your marketing programme journey
@LorenMcDonald
Map lifecycle
What markeNng programs will
help you capture new email addresses?
What markeNng programs will help
you convert prospects to customers?
What markeNng
programs will help you grow customer value?
What markeNng programs will help
you ensure customer loyalty?
What markeNng programs will
help you win back lost
customers?
Build programmes for each key step of the journey
@LorenMcDonald
A few examples and scenarios
@LorenMcDonald
Process Abandonment Remarketing
@LorenMcDonald
Thank You!
Buyer Behavior + Automation
1. Wizard Overview
2. Started Wizard
3. Completed Wizard
4. Add to Cart
5. Placed Order
Try wizard
Almost Done…
Wizard Results
Did you forget
Thank You
Why you should
3 days!1 day!
1 day! It will help you
3 days!
1 day! Custom for you
3 days!
1 day!
…. x days!
…. x days!Responding
to Website Behaviors
Supplement Wizard – Abandoned, Finished Process
• Customer receives their results
• > But does not add items to cart or checkout
• 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
Supplement Wizard – Abandoned, Did not get results
• Customer starts the Wizard
• > But does not get to the results page
• 44% Open Rate • 7.61% CTR • $0.25 Rev/Email
Post-‐Purchase – Minimising Churn
@LorenMcDonald
Likelihood to churn scoring model
Subscriber
Activated their System
Annual Churn ~13%
Power User
Arms their home security system regularly Annual Churn ~8%
Notification User
Receives text/email messages for alerts in their home Annual Churn ~5%
Super User
Uses interactive services regularly Annual Churn ~1%
Remarketing based on browse behaviour.
@LorenMcDonald
Browse abandonment – Sniffing Around
From the ‘For Him’ Section
Visitor Dropped Into Automated Program
2.2% conv. rate vs 1.6% for Broadcast emails
And Served Specific Content
UncommonGoods now has eight browse remarkeNng emails
And It Works So Well…
And The Monthly Numbers…
Program Open Rate Conversion Rate Number of Emails
Broadcast 18.1% 1.6% 20,400,000
Purchase Confirm -‐-‐ 2.4% 398,000
Welcome 34.4% 1.4% 149,000
Browse Remarket 41.8% 2.2% 90,000
Cart Abandon 27.9% 23.1% 11,500
SKU Notify -‐-‐ 23.9% 8,000
3 Things to Remember
Behaviour Automation Real-‐Time
@LorenMcDonald
Old New
What’s it going to be?
The Silverpop Digital MarkeNng Plaborm
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