Automating Your Email Success - Behavior + Automation Loren McDonald VP, Industry Relations – SilverpopTwitter: @LorenMcDonald
Some Consumers are Tuning Out
Pounding isn’t the answer, because…
…Hope is not an email marketing strategy.
…Batch and blast emails got you working late?... …are you freaking out deadline to deadline?
batch and Behavior +blast automation
Relevant Emails Rock! 9x Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
Low Volume, High ROI!Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 40.2% Triggered Campaigns 59.8 % 95.9 % Batch Batch Campaigns Campaigns
Explicit data Demo-graphics AutomationBehavior Implicit data
Behavioral Marketing Real-time, cross-channel, insanely relevant campaigns to one person at a time automatically driven by analytics of their actions, preferences and profiles. ~ Silverpop
Behavioral Profile Sandra.. - 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
Their Behaviors - Your Business Rules
Behavior Automation Outputs • Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts Call Center CRM System Sales Rep
Unified Digital Marketing Platform
Send Email OfferRead “Ebook” 2 days ago(And) Did not register for Trial
Have they Downloaded?Register for Trial = Yes(and) No open Sales Opportunity(and) Not already a customer
Helpful welcome to Trial Email
Have they Purchased?Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time
Enjoying Trial – Upgrade Full?Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity
SmartPak Email Program 40 unique transactional andlifecycle emails/day, 10+ promotional emails per month 14 triggered and transactional programs in place
SmartPak Email Program Email Volume Transact. & Triggered Promotional 12% 88%• ~1MM+ emails sent, per month• Email generates 30% of all online marketing revenue Email Revenue Transact. &• Healthy transactional Triggered and triggered email Promotional 70% 30% program drives high return
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
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.
Abandon Cart Next step add in price and average reviewsThe results:• 38.5% open rate• 10.15% CTR• 50% conversion rate• $4.80 revenue/email Next step add in price and average reviews
Post-Purchase Review • 2006: Home-grown product review tool • Generic broadcast email requesting reviews • Gathered 5,000 customer reviews • 2009: Bazaarvoice • Daily triggered email • Currently have over 50,000 product reviews Customer receives Customer Orders Fed Automated email Post-Purchase ReviewCustomer Purchases to Silverpop triggered if query Email (Nightly) criteria met (21 days after purchase)
SmartPaks Cancellation Program - Confirmation
Cancellation Program – 7 Day Follow-Up
Cancellation Program – 42 Day Follow Up
SmartPaks Upsell Emails Sent 7 days after first NON-SmartPaks order to upsell them into the automatic shipment SmartPaks.