5 Behavioral Actions to AutomateLoren McDonald@LorenMcDonald#SilverpopBR
Message Overload
Some Consumers are Tuning Out
Pounding isn’t the answer…
…because hope is not a marketing strategy.
Batch& Blast          Behavior &          Automation
Mass          Direct     BehavioralMarketing      Marketing   MarketingCustomers      Customers                           ...
Explicit data Demo-graphics                             AutomationBehavior                 Implicit data
Examples of Behavior       - Visited website       - Visited Blog       - Clicked to Twitter Page       - Visited Communit...
Customer Behavior Drives the Actions
5 Behaviors to Automate
Join /            Subscribe  Go                         BrowseInactive           5 Behaviors           to Automate        ...
Behavior #1: Join / SusbscribeAction: Onboarding Emails
Within two months of  opt-in, the open ratetypically falls 20% to 25%.                 Source: MarketingSherpa
1/3 of U.S. largest retailers   Send zero welcome emails
Single Email        Welcome Email SeriesWelcome emails are one of the most important      emails your company will send.
Move to onboarding basedon behavior/preferences…
Web Tracking Behavior?
Mint.com
MintWelcome
Mint Activation 1Users who have not added their banks    after 7 days
Mint Activation 2Users who have not added their banks   after 14 days
Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series
Browse Abandonment: Expressing Interest     Sent     Delivered     Opened     Clicked     Product Views     Cart Additions...
Browse Behavior• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
Browse Behavior
Browse Behavior
Browse Behavior
Behavior #3: Shopping Cart AbandonmentAction = Remarketing Series
Abandoned Shopping Carts = Lost RevenueUp to 70% of Shopping Carts are Abandoned before Checkout                          ...
Cart Abandonment: 1-step from revenue     Sent     Delivered     Opened     Clicked     Product Views     Cart Additions  ...
Up to50%conversion!
DEMCO: Cart vs Broadcast Emails               High % of sales relative to volume Relative Volume                          ...
Message A – 1 day after
Message B – 3 days after
Message C – 5 days after
DEMCO Cart Results                   Cart Email A   Cart Email B   Cart Email C                      Day 1          Day 3 ...
Behavior #4: Make A PurchaseAction = Upsell Emails                               39
SmartPaks Upsell Emails     Customer orders supplements in buckets for their horse     GOAL: Convert customer to order sup...
SmartPaks Upsell Emails• Focus on the most  important product  purchase
SmartPaks Upsell Emails
Behavior #5: Going InactiveAction = Automated Reengagement
Inactive customers are painful!                                  44
Typical Actives vs. Inactives Ratio
Impact of Inactives                      Lost potential revenue                  Inefficiencies/Reduced ROI               ...
Inactive                                Email recipient                                        does not open,             ...
Inactive Re-EngagementDay 45: “Help Us             Day 75: “It Pays toServe You Better”            be Smart”              ...
More time on the beach
Behavioral Marketing Automation    Is Going to Be VERY BIG!
Q & A / Contact Information          Loren McDonald        lmcdonald@silverpop.com        Twitter: @LorenMcDonald         ...
5 behavioral actions to automate silverpop behavioral marketing automation
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5 behavioral actions to automate silverpop behavioral marketing automation

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Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.

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  • At Silverpop our strategy is to partner with our marketersto move them from Batch and Blast to Behavior and Automation.
  • Regardless of where you are at with your marketing silverpops product makes to move towards the right. You may be doing mass marketing or batch and blast – or direct doing segmentation and then send – but with silverpops automated messaging engine and rich customer insight you can get messages to each individual when they want it. Marketing is evolving, the power has shifted to the customer, they have access to more information than ever before and are taking control of the sales cycle. Marketers need to change and change their way of thinking, it is no longer about “telling” the customer, it is about “listening” to the customerWe at Silverpop believe that Marketers need a new plan - A new marketing model – and new tactics and technologyToday we want to open your mind to a more powerful form of marketing – Give you starting first principles to succeed – Tools and tactics that will empower you.
  • Marketing Automation is centered around the individual. It is your behavioral marketing database. Which means when someone searches and goes to your site – MA will capture that along with the videos, links, and other things they interact with. Eventually when they tell you who they are – maybe when they register for a webinar. MA connects the dots between the named person and all their behaviors / interests.
  • 1. What is Mint.com? – Online personal finance solution. Add your account details (logins/pswds), see all finances in one place. Budgets, goals, bill reminders2. Founded in 2005 by Aaron Patzer after frustrated with Quicken. - Breakthrough technology – automatic categorization, savings algorithm3. Launched public beta in 2007 – 500K users in year 1Acquired by Intuit (makers of Quicken, TurboTax, Quickbooks) in 2009Continuous innovation – mobile appsOther: Known for simple user interface. Received accolades from Money, PC Magazine, Time, New York Times. Over 7M users.
  • CTR doubled. 3.5% to 7%Imagery shows what Mint is5 easy-to-read bullets reinforcing value propHeader – reinforcing securityFooter – mobile and social
  • ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
  • ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
  • 5 behavioral actions to automate silverpop behavioral marketing automation

    1. 1. 5 Behavioral Actions to AutomateLoren McDonald@LorenMcDonald#SilverpopBR
    2. 2. Message Overload
    3. 3. Some Consumers are Tuning Out
    4. 4. Pounding isn’t the answer…
    5. 5. …because hope is not a marketing strategy.
    6. 6. Batch& Blast Behavior & Automation
    7. 7. Mass Direct BehavioralMarketing Marketing MarketingCustomers Customers Customersare a single are many are audience little individuals audiences
    8. 8. Explicit data Demo-graphics AutomationBehavior Implicit data
    9. 9. Examples of Behavior - Visited website - Visited Blog - Clicked to Twitter Page - Visited Community - Downloaded White Paper “XYZ” - Watched “7 Reasons” Video - Submitted Demo Request Form - Call Center Conversation - Trial software login
    10. 10. Customer Behavior Drives the Actions
    11. 11. 5 Behaviors to Automate
    12. 12. Join / Subscribe Go BrowseInactive 5 Behaviors to Automate Abandon Purchase Cart
    13. 13. Behavior #1: Join / SusbscribeAction: Onboarding Emails
    14. 14. Within two months of opt-in, the open ratetypically falls 20% to 25%. Source: MarketingSherpa
    15. 15. 1/3 of U.S. largest retailers Send zero welcome emails
    16. 16. Single Email Welcome Email SeriesWelcome emails are one of the most important emails your company will send.
    17. 17. Move to onboarding basedon behavior/preferences…
    18. 18. Web Tracking Behavior?
    19. 19. Mint.com
    20. 20. MintWelcome
    21. 21. Mint Activation 1Users who have not added their banks after 7 days
    22. 22. Mint Activation 2Users who have not added their banks after 14 days
    23. 23. Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series
    24. 24. Browse Abandonment: Expressing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
    25. 25. Browse Behavior• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
    26. 26. Browse Behavior
    27. 27. Browse Behavior
    28. 28. Browse Behavior
    29. 29. Behavior #3: Shopping Cart AbandonmentAction = Remarketing Series
    30. 30. Abandoned Shopping Carts = Lost RevenueUp to 70% of Shopping Carts are Abandoned before Checkout ―60–70%‖ — Multiple Sources 31
    31. 31. Cart Abandonment: 1-step from revenue Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
    32. 32. Up to50%conversion!
    33. 33. DEMCO: Cart vs Broadcast Emails High % of sales relative to volume Relative Volume Relative Sales Abandon Cart Abandon Cart Emails Emails 0.3% 18.6% Promotional Emails Promotional 99.7% Emails 81.4%
    34. 34. Message A – 1 day after
    35. 35. Message B – 3 days after
    36. 36. Message C – 5 days after
    37. 37. DEMCO Cart Results Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAGEOpen 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
    38. 38. Behavior #4: Make A PurchaseAction = Upsell Emails 39
    39. 39. SmartPaks Upsell Emails Customer orders supplements in buckets for their horse GOAL: Convert customer to order supplements in AutoShip SmartPaks
    40. 40. SmartPaks Upsell Emails• Focus on the most important product purchase
    41. 41. SmartPaks Upsell Emails
    42. 42. Behavior #5: Going InactiveAction = Automated Reengagement
    43. 43. Inactive customers are painful! 44
    44. 44. Typical Actives vs. Inactives Ratio
    45. 45. Impact of Inactives Lost potential revenue Inefficiencies/Reduced ROI Fuzzy metrics Potential reduced deliverability
    46. 46. Inactive Email recipient does not open, click or purchase inRe-Engagement 45 days Inactive Re-Engagement Email: Update Profile - 1.1• Goal: Reactivate customers Opens or clicks any email or makes a purchase in 75 before they become inactive days• Results: • Open Rate – 5.6% • CTR – 0.5% Inactive Re-Engagement Email: Pays to be Smart – 1.2 Exits Inactive Re- Enagagement Program Opens or clicks any email or makes a purchase in 90 days Inactive Re-Engagement Email: 10% off Order – 1.3
    47. 47. Inactive Re-EngagementDay 45: “Help Us Day 75: “It Pays toServe You Better” be Smart” Evaluate for 30 days for activity, Day 90: “We Miss move into once a month You! Come Back frequency for 6 months. and Save 10%”
    48. 48. More time on the beach
    49. 49. Behavioral Marketing Automation Is Going to Be VERY BIG!
    50. 50. Q & A / Contact Information Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald G+: +Loren McDonald Pinterest: intevation www.slideshare.net/silverpop Twitter: @Silverpop www.silverpop.com
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