Getting Personal - Using Content to Connect with Customers

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Silverpop looks at the importance of using more "humanised" content in your email marketing programmes in order to better connect with customers, increase relevance and engagement and drive revenue -- with case examples from Air New Zealand, bmiBaby, King Author Flour and Gaylords.

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Getting Personal - Using Content to Connect with Customers

  1. 1. Getting Personal: “Humanising” Content to Connect with Customers<br />Twitter: @Silverpop, @rlevans<br />
  2. 2. About Silverpop<br /> 1,400+ customers<br /> Across 38 countries<br /> 95% customer retention<br /> >2B msgs sent per month across our customer base<br />
  3. 3.
  4. 4.
  5. 5. Helen<br />
  6. 6.
  7. 7. Marketing has changed...<br />
  8. 8. From Push...<br />Direct Mail, Bulk Email, Radio, TV,...<br />
  9. 9. ...to Pull...<br />Search, PPC, Blogs<br />
  10. 10. ...to Engagement and Sharing<br />Social, Conversations, Participation, User Feedback<br />
  11. 11. Not a fad…but a way of life<br />750M 200M<br />
  12. 12. Data = The Key to Creating Dialogue<br />
  13. 13. Data in 3 forms<br />
  14. 14. Inferred Customer DataWhat we learn by listening<br />
  15. 15. Monitoring blogs, social networks and customer communities <br />
  16. 16. Implicit or Behavioral DataWhat we learn by measuring<br />
  17. 17. Email measurements<br />
  18. 18. Website measurements<br />
  19. 19. Explicit Customer DataWhat we learn by asking<br />
  20. 20. Web forms<br />Surveys<br />Registration pages<br />
  21. 21. Air New Zealand<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26.
  27. 27.
  28. 28.
  29. 29. Air New Zealand<br />“Personality Allowed” campaign yields impressive results for Air New Zealand<br />Overview of Solution/Benefits<br /><ul><li>“Personality Allowed” campaign yields impressive results
  30. 30. Pre-flight emails – 69% open rate/38% click rate
  31. 31. Post-arrival emails – 62% open rate/40% click rate
  32. 32. Thousands of social media posts
  33. 33. Incredibly positive feedback from customers & crew </li></li></ul><li>TONE is very important!Think about HOW you say it.<br />
  34. 34. Gaylord Cart Series<br /><ul><li> 3-part series</li></ul>- 1st email within 1 min<br />- 2nd after 24 hours<br /><ul><li> 3rd after 7-days
  35. 35. Service tone
  36. 36. “Human”</li></ul>• 50% conversion rate<br />
  37. 37. Multiple Follow Ups<br />
  38. 38. Impact on Email Marketing<br />
  39. 39. Old Rule:<br />Sell the sizzle, not the steak.<br />
  40. 40. New Rule:<br />Educate with grilling tips, recipes and wine pairing.<br />
  41. 41. Let Customers Do the Selling<br />
  42. 42. bmibaby.com & Triggered Emails<br />
  43. 43.
  44. 44. Results<br />CCC<br />Promo<br />1.5x<br />Open rate<br />1.7x<br />Effective <br />rate<br />
  45. 45. Get Real.<br />Get Human.<br />Add Value.<br />
  46. 46. “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.”<br /><ul><li>-Air New Zealand customer</li></li></ul><li>3-Step approach to building dialogue with data you already have available<br /><ul><li>Leverage explicit data from opt-in forms and preference centers to know where to begin.
  47. 47. Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
  48. 48. Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc. </li></li></ul><li>Thank you!Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpopwww.silverpop.com<br />
  49. 49. Resource Centreat silverpop.com<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />Presentations on SlideShare<br />www.slideshare.net/Silverpop<br />New Study: Top 100 UK Retailers Available Now<br />

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