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Getting Personal: “Humanising” Content to Connect with Customers
Twitter: @Silverpop, @rlevans
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About Silverpop1,400+ customers
Across 38 countries
95% customer retention
>2B msgs sent per month across our customer base
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Helen
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Marketing has changed...
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From Push...
Direct Mail, Bulk Email, Radio, TV,...
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...to Pull...
Search, PPC, Blogs
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...to Engagement and Sharing
Social, Conversations, Participation, User Feedback
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750M 200M
Not a fad…but a way of life
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Data = The Key to Creating Dialogue
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Data in 3 forms
•What we learn by listeningInferred
•What we learn by monitoringImplicit
•What we learn by askingExplicit
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Inferred Customer DataWhat we learn by listening
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Monitoring blogs, social networks and customer communities
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Implicit or Behavioral DataWhat we learn by measuring
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Email measurements
Opens
Clicks
Conversions
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Website measurements
Pages visited
Items downloaded
Non-
conversions
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Explicit Customer DataWhat we learn by asking
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Web forms
Surveys
Registration
pages
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Air New Zealand
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Air New Zealand
“Personality Allowed” campaign yields impressive results for
Air New Zealand
Overview of Solution/Benefits• “Personality Allowed” campaign yields impressive results
•Pre-flight emails – 69% open rate/38% click rate
•Post-arrival emails – 62% open rate/40% click rate
• Thousands of social media posts• Incredibly positive feedback from customers & crew
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TONE is very important!Think about HOW you
say it.
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Gaylord Cart Series• 3-part series- 1st email within 1 min- 2nd after 24 hours- 3rd after 7-days
• Service tone• “Human”
• 50% conversion rate
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Multiple Follow Ups
Stage Conversion Open Rate Revenue / Email
1: Real time 11% 60% $11
2: 24 hours 6% 55% $4
3: 7 days 3% 50% $3
Total 20% Average 55% Average $6
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Integration
Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
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Old Rule:Sell the sizzle, not the
steak.
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New Rule:Educate with grilling tips, recipes and wine pairing.
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Let Customers Do the Selling
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bmibaby.com & Triggered Emails
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Results
Open rate
Effective rate
1.5x
1.7x
Promo CCC
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Get Real.Get Human.Add Value.
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“What a brilliant campaign..I think this is the
first piece of e-marketing that I have ever
received that I thoroughly read, found helpful
and actually printed out.”- -Air New Zealand customer
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3-Step approach to building dialogue with data you already have available
• Leverage explicit data from opt-in forms and preference centers to know where to begin.
• Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
• Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc.
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Thank you!
Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpop
www.silverpop.com
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• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters
• Presentations on SlideShare– www.slideshare.net/Silverpop
New Study: Top 100 UK Retailers Available Now