keynote: behavioral targeting -- conversion on steroids
DESCRIPTION
Marketers tout the value of reaching the right person with the right message at the right time. Key to moving from cliché to reality, though, is behavioral data. The information is becoming increasingly valuable to target engaged prospects, which increases order conversions. By implementing an automated behavior triggered program, online invitation retailer PaperStyle.com saw revenue per email soar.TRANSCRIPT
A case for behavioral marketingEmail Insider Summit
Who am I?David Grocer• Senior VP at Paper Style• Experience in a variety of
industries: o consumer serviceso travelo softwareo telecommunications
About Paper Style
Family-owned paperstyle.com sells custom printed paper products (invitations, cards, photo books, & more) online
About Paper Style“This was my second time ordering from Paper Style and I
will definitely shop with this company again. Their products/printing method is extremely high quality and the color/design range is diverse. I like how every aspect of an invitation is highly personalize-able. The best thing, though,
is the incredibly fast turnaround time. Both of my orders were printed & delivered in 2-3 days!”
Agenda
1. What is behavioral marketing?
2. Why use behavioral marketing?
3. Paper Style case study
Hotwire
WHAT IS BEHAVIORAL MARKETING?
What is behavioral marketing?• Triggering emails off
an individual’s behavior
• Very simplistic example: the Welcome email
WHY USE BEHAVIORAL MARKETING?
84.7 billion pieces of mail sent last year (U.S. Postal Service)
250 million tweets per day (TechCrunch)
35 billion pieces of content shared on Facebook each week(HubSpot)
15.8 minutes spent on Pinterest/visit(Mashable)
87.7 text messages sent or received per dayby 18-29 year olds who use mobile texting (Pew Research Center)
$44.25 is returned for every $1 spent on email marketing (Direct Marketers Association)
Marketing automation
23% increase
Automated targeted emails work
* All data taken from Whereoware clients
49% increase
61% increase
23% decrease
29% increase
300% increase
25% increase
PAPER STYLE CASE STUDY
Paper Style
Problem: over time, sending “blast” mailings had negatively impacted open and click-through rates
Goal: improve customer engagement, reach, and relevancy
Working through the problem1. Looked through
purchases and behavioral data
2. Identified actionable customer behaviors
3. Pinpointed key segments
4. Mapped out a campaign based on those segments
Tip: use Google
Analytics
Tip: don’t have all the data you need? Use email
to collect it
The solution• The key segments:
brides and/or bride’s friends
• The campaign focused on promoting wedding offerings
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
YesNo
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
The solutionYour
wedding?Clicked on
wedding link
The solutionPurchased wedding products
Wedding essentials
Your wedding?
Yes7 days
Clicked on wedding link
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Your wedding?
Clicked on wedding link
Yes7 days
6 weeks
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Your wedding?
Clicked on wedding link
Yes7 days
6 weeks
3 weeks
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Your wedding?
Clicked on wedding link
Yes7 days
6 weeks
3 weeks
7 days
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Bridal shower invites
Your wedding?
Clicked on wedding link
YesNo7 days
6 weeks
3 weeks
7 days
7 days
The solution
28
Purchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Bridal shower invites
Shower tableware
Your wedding?
Clicked on wedding link
YesNo7 days
6 weeks
3 weeks
7 days
7 days
7 days
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Bridal shower invites
Shower tableware
Bach. invites
Your wedding?
Clicked on wedding link
YesNo7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Bridal shower invites
Shower tableware
Bach. invites
Your wedding?
Clicked on wedding link
YesNo7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
Bach. tableware
7 days
The solutionPurchased wedding products
Wedding essentials
Wedding favors
Bridal party gifts
Thank you cards
Bridal shower invites
Shower tableware
Bach. invites
Your wedding?
Clicked on wedding link
YesNo7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
Bach. tableware
Wedding gifts
7 days
7 days
Results
• Open rate: 244% increase over average email sends
• Click rate: 161% increase over average email clicks
• Revenue per mailing: 330% increase over average email revenue
Key take-aways
• Install analytics on your site
• Look through your data and identify specific buyer behavior
• Need additional data? Use email to collect it.
• Map out your campaign
