Marketing Automation –Adding the Personal TouchLoren McDonaldSilverpop@LorenMcDonald
“Human Automation”
The personal marketing touch
Birthday emails      to…
…To Multi-step Program Tracks                                5
What the “personal touch” is NOT!                     6
U   BG   OL   RY   I    N    G
The Era of Customer Control
AnticipationIncreased                             Engagement Revenue            The BenefitsReduced                       ...
So what are elementsof the “personal touch”    to automation?                          10
HelpfulIncreased                           Engagement Revenue            The BenefitsReduced                      Brand CH...
Helpful                Fun                                      HumanDesigned for                                         ...
Helpful          13
Important Dates Reminder Email                                 14
Your dates trigger an email…                               21 days before occasion                                Personal...
How-to video
Human        17
“Human” Cartabandonment• Realperson• Servicetone• 50%conversionrate
Responds to your individual behavior                                       20
Purchase Anniversary + Reorder
Facebook Connect: Email opt-in
Concert alerts• Your tagged artists’  playing nearby,  emailed bi-weekly• 1 of 3 campaigns, this  is the most targeted• Af...
Understands Context and Buyer Behavior                                         24
SmartPaks Cancellation Program - Confirmation
Cancellation Program – 7 Day Follow-Up
Cancellation Program – 42 Day Follow Up
Recommends             28
Leverage Other Technologies into EmailReviewsRecommendationsSocial comments
Review                         Posted:                        Recomm                        endations       ReviewRecommen...
Gets You Engaged                   31
Birthday – Tell Your Friends…
Messages that Remind…
Reorder
Autoship Reminder Email - #1                   •   Reminds customer of upcoming SmartPaks                       order     ...
Autoship Reminder - Email #2                               • 22.9% Open Rate                               • 6.7% CTR     ...
Is Fun         37
[get pur-suh-nl]1. Marketing content that speaks   with a “human” voice.2. Targeted, personally relevant   messaging based...
Designed for the Touch                         40
The New Design Challenge    Old mouse              New mouse
Do Your Email’s Have the Touch?Source: StyleCampaign.com, Litmus
It’s about THEM
Q & A / Contact Info•    Loren McDonald                                           Stand #1210•    lmcdonald@silverpop.com•...
Email Automation Personal Touch Silverpop
Email Automation Personal Touch Silverpop
Upcoming SlideShare
Loading in...5
×

Email Automation Personal Touch Silverpop

2,581

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,581
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
53
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • Loren
  • Loren
  • Sent 3 days before order is scheduled to be shippedServes as a reminder to customer that they can still add one-offitems to their order and not pay additional shipping22.9% Open Rate6.7% CTR$0.98 RPE22.8% Conversion RateTO NOTE: *Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign. It does not appear that revenue from the first is beingtransferred to the 2nd.
  • Email Automation Personal Touch Silverpop

    1. 1. Marketing Automation –Adding the Personal TouchLoren McDonaldSilverpop@LorenMcDonald
    2. 2. “Human Automation”
    3. 3. The personal marketing touch
    4. 4. Birthday emails to…
    5. 5. …To Multi-step Program Tracks 5
    6. 6. What the “personal touch” is NOT! 6
    7. 7. U BG OL RY I N G
    8. 8. The Era of Customer Control
    9. 9. AnticipationIncreased Engagement Revenue The BenefitsReduced Brand CHurn Preference Advocacy
    10. 10. So what are elementsof the “personal touch” to automation? 10
    11. 11. HelpfulIncreased Engagement Revenue The BenefitsReduced Brand CHurn Preference Advocacy
    12. 12. Helpful Fun HumanDesigned for Responsive Touch Elements of “The Personal Touch” Understands Reminds Context Engaging Recommends
    13. 13. Helpful 13
    14. 14. Important Dates Reminder Email 14
    15. 15. Your dates trigger an email… 21 days before occasion Personalised with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email 15
    16. 16. How-to video
    17. 17. Human 17
    18. 18. “Human” Cartabandonment• Realperson• Servicetone• 50%conversionrate
    19. 19. Responds to your individual behavior 20
    20. 20. Purchase Anniversary + Reorder
    21. 21. Facebook Connect: Email opt-in
    22. 22. Concert alerts• Your tagged artists’ playing nearby, emailed bi-weekly• 1 of 3 campaigns, this is the most targeted• Affiliate encoded direct links to buy tickets via ticketing partner FanSnap
    23. 23. Understands Context and Buyer Behavior 24
    24. 24. SmartPaks Cancellation Program - Confirmation
    25. 25. Cancellation Program – 7 Day Follow-Up
    26. 26. Cancellation Program – 42 Day Follow Up
    27. 27. Recommends 28
    28. 28. Leverage Other Technologies into EmailReviewsRecommendationsSocial comments
    29. 29. Review Posted: Recomm endations ReviewRecommendations based on segmentation
    30. 30. Gets You Engaged 31
    31. 31. Birthday – Tell Your Friends…
    32. 32. Messages that Remind…
    33. 33. Reorder
    34. 34. Autoship Reminder Email - #1 • Reminds customer of upcoming SmartPaks order • Allows customer time to make changes before order is processed The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate Replace with real time products based on purchase behavior
    35. 35. Autoship Reminder - Email #2 • 22.9% Open Rate • 6.7% CTR • $0.98 RPE • 22.8% Conv. Rate Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign.
    36. 36. Is Fun 37
    37. 37. [get pur-suh-nl]1. Marketing content that speaks with a “human” voice.2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.3. Dude, lose the corporate speak.
    38. 38. Designed for the Touch 40
    39. 39. The New Design Challenge Old mouse New mouse
    40. 40. Do Your Email’s Have the Touch?Source: StyleCampaign.com, Litmus
    41. 41. It’s about THEM
    42. 42. Q & A / Contact Info• Loren McDonald Stand #1210• lmcdonald@silverpop.com• Twitter: @LorenMcDonald• Google+: Loren McDonald www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×