Email Marketing Automation

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  • crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005
  • Silverpop’s Behavioral Marketing Definition. Based on their actions….. You send them a message….. On the right channel….at the right time.
  • 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.
  • Get people who’s trial is expiring in 3 days, and they haven't opened or took action on the trial expiration email I sent earlier and let’s make sure they aren't in an active discussion with the sales rep or have already purchased. You can see how technology that allows you to automate your business rules will drive more individualized content.
  • You cant achieve this with silo marketing technology. This is where the power and opportunity of Marketing Automation come in. Forget (for a moment) about Marketing Automation helping your sales team alignment. Marketing Automation is for you and your team. MA extends your marketing beyond email to multi channel and cross channel campaigns and automation. Allowing you to interact with customers where they are – whenever they are there with individual dialogues they want and value. This is your answering to marketing to the individual.
  • 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.
  • Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
  • Loren
  • Loren
  • Behavioral database is aware of the behaviors – the interactions of each person with your company.

Transcript

  • 1. Automating Your Email Success - Behavior + Automation Loren McDonald VP, Industry Relations – SilverpopTwitter: @LorenMcDonald
  • 2. Message Overload
  • 3. Some Consumers are Tuning Out
  • 4. Pounding isn’t the answer, because…
  • 5. …Hope is not an email marketing strategy.
  • 6. …Batch and blast emails got you working late?... …are you freaking out deadline to deadline?
  • 7. batch and Behavior +blast automation
  • 8. 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.
  • 9. 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
  • 10. Pushing the send button not required!
  • 11. Agenda ClientQ&A Examples 10 Behavior + Automation Rules
  • 12. Explicit data Demo-graphics AutomationBehavior Implicit data
  • 13. 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
  • 14. 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
  • 15. Their Behaviors - Your Business Rules
  • 16. Behavior Automation Outputs • Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts Call Center CRM System Sales Rep
  • 17. Unified Digital Marketing Platform
  • 18. Send Email OfferRead “Ebook” 2 days ago(And) Did not register for Trial
  • 19. Have they Downloaded?Register for Trial = Yes(and) No open Sales Opportunity(and) Not already a customer
  • 20. Helpful welcome to Trial Email
  • 21. Have they Purchased?Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time
  • 22. Enjoying Trial – Upgrade Full?Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity
  • 23. Behavior + Automation Overview SmartPakQ&A Example Emails 10 Behavior + Automation Rules
  • 24. SmartPak Email Program 40 unique transactional andlifecycle emails/day, 10+ promotional emails per month 14 triggered and transactional programs in place
  • 25. 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
  • 26. 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
  • 27. 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.
  • 28. 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
  • 29. 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)
  • 30. SmartPaks Cancellation Program - Confirmation
  • 31. Cancellation Program – 7 Day Follow-Up
  • 32. Cancellation Program – 42 Day Follow Up
  • 33. SmartPaks Upsell Emails Sent 7 days after first NON-SmartPaks order to upsell them into the automatic shipment SmartPaks.
  • 34. SmartPak Email Metrics Metrics Triggered/ Broadcast Difference Transactional Open Rate 27.6% 16.4% +68.3% CTR 5.9% 2.9% +103.5% CTOR 21.4% 17.7% +20.9% Conversion Rate 14.6% 6.2% +135.8% Unsubscribe 0.08% 0.14% -42.9%SPAM Complaint Rate 0.04% 0.06% -33.3% Bounce 0.63% 0.67% -6.0%
  • 35. Behavior + Automation Overview Loren’s 10 Behavior + ClientQ&A Examples Automation Rules
  • 36. 1. Solve your biggest business problem first!
  • 37. What’s Your Fulcrum Point? Post Sign Up Trial Conversions Cart abandonment
  • 38. 2. Capture behavior everywhere
  • 39. Facebook Connect: Email opt-in
  • 40. 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
  • 41. 3. Turn your messages into a dynamic content platform.
  • 42. Leverage Other Technologies into EmailReviewsRecommendationsSocial comments
  • 43. 4. Leverage multichannel data EmailSite visits CRM Location Web forms Social Mobile Offline
  • 44. 5. Generate multiple follow-up messages from asingle message triggered by demographic data.
  • 45. Don’t stop here!
  • 46. Birthday Follow On Emails Share Convert Request Birthday Open/Click Incentive No Action Reminder
  • 47. 6. Think tracks and series, not one-offs.
  • 48. Message A – 1 day after
  • 49. Message B – 3 days after
  • 50. Message C – 5 days after
  • 51. 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
  • 52. 7. Design for the platform or message context.
  • 53. QR Code in magazine Landing page form
  • 54. 8. Get personal, get human
  • 55. “Human” Cart abandonment• Service tone• Multiplechannel options• Reassurance• 50% conversion
  • 56. 9. Just do it, fail fast
  • 57. 10. You can leave the office earlier!
  • 58. Behavior + Automation Rules
  • 59. 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