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Delivering Communications that Convert
Let Buyer Behavior Be Your Guide!
Loren McDonald
VP, Industry Relations
Silverpop
@LorenMcDonald
#SherpaEmail
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Would you like to know when people are ready to buy?
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The Decisive Moment
"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
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The future of marketing is about influencing,
understanding and acting at
The Decisive Moment.
@LorenMcDonald
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Because …
actions
speak louder
than words.
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To know a person … watch what they do, not what
they say.
Danny Santagato
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The Mass Market Approach CUSTOMERS ARE A SINGLE AUDIENCE
@LorenMcDonald
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…this is a hope-based marketing approach.
@LorenMcDonald
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The Segmented Audience Approach
SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY AUDIENCES
@LorenMcDonald
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…this is a marketer informed/defined approach.
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Sarah – Facebook – Ebook
The Personal Marketing Approach
@LorenMcDonald
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…this is a behavior-based marketing approach.
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Mass Marketing
Behavioral Marketing
Direct Marketing
Customers are a single audience
Customers are many
little audiences
Customers are
individuals
@LorenMcDonald
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Programs – Mass Personalization
Customer Behavior Drives the Actions
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Demo-graphics /
Prefs
Behavior
Automation
Explicit data
Implicit data
@LorenMcDonald
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Agenda
Behavior Types
Case Studies
Loren’s 10 Tips for Success
Q & A
@LorenMcDonald #SherpaEmail
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Behavioral Clues – Tracks that Trigger
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Waiting till ready - Register
Opted-in Registered
Signed-up for catalog
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Browse – Sniffing Around
Browsed site Abandoned calculator Didn’t attend Webinar
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Purchase - Engaged
Makes a purchase Converted
Took key goal
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Loyal – Repeat Purchaser
Repeat purchaser Multichannel buyer
Loyalty club member
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Asleep - Inactive/Disengaged
Inactive Never purchased
No repeat purchase Cancellation
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Behavior is you guide, your Sherpa
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Communications Guide – Response to Behaviors
Behavior Timing
Channel
Data/Personalization
Content Approach
Tracks –
Business Rules
@LorenMcDonald
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Agenda
Behavior Types
Case Studies
Loren’s 10 Tips for Success
Q & A
@LorenMcDonald #SherpaEmail
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Sample Behavior #1: Browse / Process Abandonment
@LorenMcDonald #SherpaEmail
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Registered
Browse /
Abandon
Nurture Series
Behavior > Response
Nurture to
Purchase
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Browse / Process Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
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Browse Behavior
@LorenMcDonald
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Browse Behavior
@LorenMcDonald
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Browse Behavior
@LorenMcDonald
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Browse Behavior
• 37.6% Open Rate
• 7.35% CTR
• $0.44 Rev/Email
@LorenMcDonald
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Sample Behavior #2: Engage
@LorenMcDonald #SherpaEmail
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Subscribe
Engage
Nurture
Behavior > Response
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PaperStyle – Custom Invitations
- Sending batch and blast - No targeting
- Response rates declined
Agency Whereoware - Analyzed site behavior
- Purchase patterns - Wedding process
- Created wedding timeline
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Purchased wedding
products
Wedding
essentials
Wedding nurturing
Wedding favors
Bridal party
gifts
Thank you
cards
Friend’s wedding
nurturing
Bridal shower
invites
Shower
tableware
Bach. invites
Bach. tableware
Wedding gifts
Your
wedding? Clicked on wedding
link
Yes
No
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
Nurture Program
BRIDAL SEGMENT
@whereoware
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Web site or email
click behavior
drops you into Your Wedding
or Friend’s Wedding nurture
@whereoware
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Your Wedding Track
@whereoware
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Friend’s Wedding Track
@whereoware
Results – Averages Across Both Programs
- Open Rate Increased 244 % - CTR Increased 161 %
- Revenue Per Mailing Increased 330 %
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Agenda
Behavior Types
Case Studies
Loren’s 10 Tips for Success
Q & A
#SherpaEmail @LorenMcDonald
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Loren’s 10 Tips to Let Behavior Be Your Email Marketing Communications Guide
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1. Map lifecycle + behavior + programs
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Map lifecycle
What marketing programs will
help you capture new email addresses?
What marketing programs will help
you convert prospects to customers?
What marketing
programs will help you grow
customer value?
What marketing programs will help
you ensure customer loyalty?
What marketing programs will
help you win back lost
customers?
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Identify current and “wishlist” campaigns
@LorenMcDonald
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2. Don’t boil the ocean
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Solve your biggest business problem first!
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What’s Your Fulcrum Point?
Cart abandonment
Trial Conversions
Post Sign Up
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Start with 1 or 2 Programs
Onboarding
Browse Abandonment
Cart abandonment
Cross Sell
Post-purchase recommendation
Replenishment
Re-engagement
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3. Demonstrate the ROI to management
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Daily Conversion Daily Average Annual Initial
Abandonment Rate Conversions Order Business Days Bookings
12,000 1% 120 $35.00 270 $1,134,000
12,000 2% 240 $35.00 270 $2,268,000
12,000 3% 360 $35.00 270 $3,402,000
YouSendIt - Cart Abandonment Opportunity
@LorenMcDonald
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4. Understand data flows and integrations
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Social
Site visits CRM
Web forms Location
Offline
Mobile
5. Leverage multichannel data
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Facebook Connect: Email opt-in
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Concert alerts • Your tagged artists’
playing nearby, emailed bi-weekly
• 1 of 3 campaigns, this is the most targeted
• Affiliate encoded direct links to buy tickets via ticketing partner FanSnap
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6. Incorporate other company technology investments/data
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The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Dynamic product recommendations
Recommendations
Reviews
CRM
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7. Use tracks or series, not one-offs.
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Customer Behavior Drives the Actions
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SmartPaks Upsell Emails Customer orders supplements in buckets for their horse
GOAL: Convert customer to order supplements in AutoShip SmartPaks
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SmartPak Upsell Emails
• Focus on the most important product purchase
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SmartPaks Upsell Emails
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DEMCO Cart Remarketing Series
Cart Email A
Day 1
Cart Email B
Day 3
Cart Email C
Day 5
AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate 22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
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Leverage 8. Leverage existing content assets.
#SherpaEmail @LorenMcDonald
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Your content is everywhere … literally …
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9. Use/marry the data!
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Age your data!
My daughter who I bought Tomie dePaola
books for is … now in college.
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Demographics + Preferences + Behaviors = More Accurate Picture
- Male - Calif.
- Married - Purchased shirts
Purchases a dress
Behavioral Data Only: - Female
- Cross Dresser
With Demos/Preferences: - Likely buying for spouse as gift
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10. Make your automation human
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• Service tone
• Multiple channel options • Reassurance • 50% conversion
“Human” Cart abandonment
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Don’t try to be perfect …
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… just jump in – the water is warm
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… and you’ll spend more time on the beach!
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Agenda
Behavior Types
Case Studies
Loren’s 10 Tips for Success
Q & A
#SherpaEmail
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Register
Browse
Engage
Purchase
Cart abandonment
Disengagement / Inactivity
Cancellation
So What Behavior-Based Programs Are You Going to Build?
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Q & A / Contact Information
Loren McDonald
– [email protected] – Twitter: @LorenMcDonald – G+: +Loren McDonald – Pinterest: intevation
www.slideshare.net/silverpop Twitter: @Silverpop www.silverpop.com #SherpaEmail