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 Silverpop APAC.

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

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APAC Case Studies & 5 Tips

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