send a blast kill a hamster email marketing silverpop
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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
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
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!