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APAC Case Studies & 5 Tips

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This presentation includes Silverpop client caes studies from Heinz Australia and Thai Airways; and then 5 Tips in 5 Minutes. This session was presented by Michael Twomey, head of Strategy for …

This presentation includes Silverpop client caes studies from Heinz Australia and Thai Airways; and then 5 Tips in 5 Minutes. This session was presented by Michael Twomey, head of Strategy for Silverpop APAC.

This session was part of the Silverpop APAC Masterclass Breakfast held in Sydney, Australia on September 30, 2011.

Published in: Business, Technology
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Transcript

  • 1. Case Studies
    Nick Simms
    National Channel Manager – Foodservice
    HJ Heinz
    Michael Twomey
    Head of Strategy
    Silverpop APAC
  • 2. Case Study: Heinz Australia
    Automate and save resources
  • 3. Case Study: Heinz Australia
    The Situation
    • Large business with a wide network of products and re-sellers.
    • 4. Strained sales team dealing directly with orders and company updates.
  • What we did
    • Created email messages to forge strong relationships with business customers.
    • 5. Launched email promotions to build a more segmented database.
    • 6. Used findings to create easily customised emails targeting individual vendor preferences.
  • 7.
  • 8. The Payoff
    • Strengthened vendor relationships.
    • 9. Email sales outperformed the combined results of all Heinz Australia sales representatives.
    • 10. Increased ROI by using resources in a more targeted manner.
  • Case Study: Thai Airways
    • Understand your customer and stay relevant
  • The Situation
    • 42 weekly flights between Bangkok and Australia.
    • 11. Growing database of more than 100,000 Australian travelers.
    • 12. Looking for timely and relevant solution to engage and widen customer base.
  • What we did
    • Leveraged emails, surveys, landing pages to create a clean and segmented database.
    • 13. Used highly segmented data to create relevant and compelling marketing campaigns.
    • 14. Integrated Send Time Optimisation and Share-to-Social features to maximise deliverability and impact.
  • 15. The payoff
    • Email open rate surged to 61%, with one in five customers updating their information.
    • 16. Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.
    • 17. Current average open rate at 41% (Australian industry average at 16-24%).
  • 5 Tips in 5 Minutes
    Michael Twomey
    Head of Strategy
    Silverpop APAC
  • 18. 5 Tips in 5 Minutes
    Which ones will you adopt?
  • 19. 1. One click enrichment.
    Mock up preference centre with social signin
  • 20. 2. Use scoring & behaviour to drive next steps
    Welcome
    Campaigns
    1st Purchase Campaigns
    Repeat Purchase Campaigns
    Loyalty Campaigns
    Reengagement Campaigns
    300
    400
    600
    -400
    -200
    1st Time
    Customers
    Subscribers / Visitors
    Repeat
    Customers
    Unengaged Customers
    Loyal
    Customers
    -
    +
    +
    +
  • 21. 2. Use scoring & behaviour to drive next steps
    4.1%
    Triggered
    Campaigns
    Volume of Emails sent
    Sales Generated
    40.2%
    Triggered
    Campaigns
    95.9 %
    Batch
    Campaigns
    59.8 %
    Batch
    Campaigns
    4.1% = 40.2% of revenue
  • 22. 3. Create a pre to post sales process
  • 23. 3. Create a pre to post sales process +50% of lost sales via remarketing
  • 24. 4. Test. Test.. Test.. Automated Multivariate testing
    + 58 %
  • 25. 4. Test. Test.. Test.. Automated Multivariate testing
    + 51 %
  • 26. 5. Let Automation do the
    heavy lifting
  • 27. Which ones will you adopt?
    One click enrichment
    Scoring to drive next steps
    Pre to post sales process
    Test. Test.. Test…
    Let automation do the heavy lifting

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