Getting Personal - Using Content to Connect with Customers

Getting Personal: “Humanising” Content to Connect with Customers
Twitter: @Silverpop, @rlevans

About Silverpop
1,400+ customers
Across 38 countries
95% customer retention
>2B msgs sent per month across our customer base

Marketing has changed...

From Push...
Direct Mail, Bulk Email, Radio, TV,...

...to Pull...
Search, PPC, Blogs

...to Engagement and Sharing
Social, Conversations, Participation, User Feedback

Not a fad…but a way of life
750M 200M

Data = The Key to Creating Dialogue

Data in 3 forms

Inferred Customer DataWhat we learn by listening

Monitoring blogs, social networks and customer communities

Implicit or Behavioral DataWhat we learn by measuring

Email measurements

Website measurements

Explicit Customer DataWhat we learn by asking

Web forms
Surveys
Registration pages

Air New Zealand

Air New Zealand
“Personality Allowed” campaign yields impressive results for Air New Zealand
Overview of Solution/Benefits
“Personality Allowed” campaign yields impressive results
Pre-flight emails – 69% open rate/38% click rate
Post-arrival emails – 62% open rate/40% click rate
Thousands of social media posts
Incredibly positive feedback from customers & crew

TONE is very important!Think about HOW you say it.

Gaylord Cart Series
3-part series
- 1st email within 1 min
- 2nd after 24 hours
3rd after 7-days
Service tone
“Human”
• 50% conversion rate

Multiple Follow Ups

Impact on Email Marketing

Old Rule:
Sell the sizzle, not the steak.

New Rule:
Educate with grilling tips, recipes and wine pairing.

Let Customers Do the Selling

bmibaby.com & Triggered Emails

Results
CCC
Promo
1.5x
Open rate
1.7x
Effective
rate

Get Real.
Get Human.
Add Value.

“What a brilliant campaign..I think this is the first piece of e-marketing that I have ever received that I thoroughly read, found helpful and actually printed out.”
-Air New Zealand customer

3-Step approach to building dialogue with data you already have available
Leverage explicit data from opt-in forms and preference centers to know where to begin.
Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc.

Thank you!Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpopwww.silverpop.com

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Getting Personal - Using Content to Connect with Customers

by Silverpop on Oct 12, 2011

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