TONY DAVIS
HEAD OF DIGITAL STRATEGY
SILVERPOP
Managing
Customer
Lifecycles
Acquisition > Activation> Growth > Retention > Re-Activation
Landing Pages
Suspect > Prospect > Active Customer > Valued C...
Behavioural Data Points
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Spend level
• Product re...
SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E H A V I O U R A L
D A T A B A S E
WEBSITE
LOCATION
CRM
Triggered Emails = LowVolume, High ROI
5
0%0%
60%
40%
Sales Generated
Batch Emails
Triggered
Emails
0%0%
96%
4%
Volume of ...
Today, our click rates are 350% higher.350%
Our conversion rates are 50% higher50%
Landing
Pages
Lead
Scoring
Social
Sign-In
Web
Forms
Web
Tracking
Lifecycle 1 ACQUISITION
Lifecycle
8
• SEM Landing Page
• User funneled into
promotion program
• Data captured used to
deliver targeted offers
1 AC...
Lifecycle
9
• Web site registration
• Improve with
Social Sign-In
Lead Scoring
EngageWebTracking
1 ACQUISITION
1
5
2
Preference
Centre
Offer with
Purchase
Conversion
Program
SMS
Welcome
Programs
2
Lifecycle ACTIVATION
Lifecycle
11
2 ACTIVATION
Sophistication is good but by
no means essential to get
amazing results from your
Welcome Progra...
Lifecycle
12
2 ACTIVATION
• Ensuring that first time customers
become repeat customers
• Preferences (explicit)
• Behaviou...
13
• Welcome Email
Lifecycle 2 ACTIVATION
14
Lifecycle 2 ACTIVATION
• LimitedTime Offer Email
Our 3-Step Welcome Program for new
customers has a 68% Open Rate and a
45% Click-Through Rate.
68%
45%
68%
45%
Lifecycle GROWTH3
Loyalty
Offers
Targeted
Cross-sell
Post-Purchase
Survey
Universal
Behaviours
Progressive
Profiling
Get personal by
understanding each
customer more deeply than
you ever dreamed possible
Understands Behaviors
UNIVERSAL BEH...
Behavior: Rate
CustomerID: 112316
Item Name: White Chocolate
StrawberryTruffle
Vote: Like
Class:Truffle
Platform: iOS
Time...
19
Lifecycle GROWTH3
• Post-Purchase Survey Email
Lifecycle RETENTION4
Churn
Reduction
Loyalty
Rewards
Recharge,
Renew
Birthday
Renewal
Alerts
21
Lifecycle RETENTION4
• Happy Birthday Offer Email
Our Customers
birthday messages generate on
average 25X the revenue of a
standard broadcast email.
Lifecycle REACTIVATION5
Cart
Abandonment
Customer
WinBack Offer
Subscription
Renewal
Relationship
Anniversary
Inactive Rec...
24
Lifecycle REACTIVATION5
• $5WinBack Email
25
Lifecycle REACTIVATION5
• Abandoned Cart Email
Our series of cart abandonment emails
delivers 97X the revenue than our
promotional emails.
Our conversion rate on cart ab...
Acquisition > Activation> Growth > Retention > Re-Activation
Landing Pages
Suspect > Prospect > Active Customer > Valued C...
Behavioural Data Points
• Purchase history
• Survey results
• Loyalty points
• Product searches
• Spend level
• Product re...
SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E H A V I O U R A L
D A T A B A S E
WEBSITE
LOCATION
CRM
A D M A G L O B A L F O R U M | 6 A U G
Automotive
B2B /
Technology
Consumer
Goods
Agency
Finance /
Insurance
Healthcare T...
A D M A G L O B A L F O R U M | 6 A U G
Tony Davis
Head of Digital Strategy
Silverpop
Now, let's do
this thing!
1300 SIL P...
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Managing customer lifecycles: Email innovation zone by TDavis Silverpop

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Using triggered emails, behavioural marketing and data capture through the customer lifecycle to achieve ideal outcomes. Avoid customer dropout by using these email marketing tactics. Silverpop Engage, Barilliance, CrackaWines.com.au, TAB Ozbet.

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Managing customer lifecycles: Email innovation zone by TDavis Silverpop

  1. 1. TONY DAVIS HEAD OF DIGITAL STRATEGY SILVERPOP Managing Customer Lifecycles
  2. 2. Acquisition > Activation> Growth > Retention > Re-Activation Landing Pages Suspect > Prospect > Active Customer > Valued Customer > Recaptured Customer > Lead Scoring Inactive Record Reactivation Ideal Customer LifecycleSocial Sign-In Web Forms Customer > Welcome Programs Loyalty Offers Conversion Program Offer with Purchase Churn Reduction Loyalty Statements Recharge, Renew Preference Centre Newsletter Partner Offers Birthday Renewal Alerts Post Purchase Survey Web tracking Cart Abandonment Relationship Anniversary Subscription Renewal Progressive Profiling Targeted Cross-Sell Customer Win- Back offer Typical Customer Lifecycle
  3. 3. Behavioural Data Points • Purchase history • Survey results • Loyalty points • Product searches • Spend level • Product return • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • Language • Nationality • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event • Retweet • Like • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity • Sharing • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • Check-in Demographics Email behaviour Relational data Web behaviour Off-line behaviour
  4. 4. SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
  5. 5. Triggered Emails = LowVolume, High ROI 5 0%0% 60% 40% Sales Generated Batch Emails Triggered Emails 0%0% 96% 4% Volume of Emails Sent Batch Emails Triggered Emails
  6. 6. Today, our click rates are 350% higher.350% Our conversion rates are 50% higher50%
  7. 7. Landing Pages Lead Scoring Social Sign-In Web Forms Web Tracking Lifecycle 1 ACQUISITION
  8. 8. Lifecycle 8 • SEM Landing Page • User funneled into promotion program • Data captured used to deliver targeted offers 1 ACQUISITION
  9. 9. Lifecycle 9 • Web site registration • Improve with Social Sign-In Lead Scoring EngageWebTracking 1 ACQUISITION
  10. 10. 1 5 2 Preference Centre Offer with Purchase Conversion Program SMS Welcome Programs 2 Lifecycle ACTIVATION
  11. 11. Lifecycle 11 2 ACTIVATION Sophistication is good but by no means essential to get amazing results from your Welcome Program A simple 3-stage email Welcome Program can be just as effective
  12. 12. Lifecycle 12 2 ACTIVATION • Ensuring that first time customers become repeat customers • Preferences (explicit) • Behaviours (implicit)
  13. 13. 13 • Welcome Email Lifecycle 2 ACTIVATION
  14. 14. 14 Lifecycle 2 ACTIVATION • LimitedTime Offer Email
  15. 15. Our 3-Step Welcome Program for new customers has a 68% Open Rate and a 45% Click-Through Rate. 68% 45% 68% 45%
  16. 16. Lifecycle GROWTH3 Loyalty Offers Targeted Cross-sell Post-Purchase Survey Universal Behaviours Progressive Profiling
  17. 17. Get personal by understanding each customer more deeply than you ever dreamed possible Understands Behaviors UNIVERSAL BEHAVIORS
  18. 18. Behavior: Rate CustomerID: 112316 Item Name: White Chocolate StrawberryTruffle Vote: Like Class:Truffle Platform: iOS Time: 09:25 05/13/13
  19. 19. 19 Lifecycle GROWTH3 • Post-Purchase Survey Email
  20. 20. Lifecycle RETENTION4 Churn Reduction Loyalty Rewards Recharge, Renew Birthday Renewal Alerts
  21. 21. 21 Lifecycle RETENTION4 • Happy Birthday Offer Email
  22. 22. Our Customers birthday messages generate on average 25X the revenue of a standard broadcast email.
  23. 23. Lifecycle REACTIVATION5 Cart Abandonment Customer WinBack Offer Subscription Renewal Relationship Anniversary Inactive Record Reactivation
  24. 24. 24 Lifecycle REACTIVATION5 • $5WinBack Email
  25. 25. 25 Lifecycle REACTIVATION5 • Abandoned Cart Email
  26. 26. Our series of cart abandonment emails delivers 97X the revenue than our promotional emails. Our conversion rate on cart abandonment emails is now 400% higher 97X 400%
  27. 27. Acquisition > Activation> Growth > Retention > Re-Activation Landing Pages Suspect > Prospect > Active Customer > Valued Customer > Recaptured Customer > Lead Scoring Inactive Record Reactivation Ideal Customer Lifecycle Acquisition Program Web Forms Customer > Welcome Programs Loyalty Offers Activation Program Offer with Purchase Churn Reduction Loyalty Statements Recharge, Renew Progressive Profiling Newsletter Partner Offers Birthday Renewal Alerts Post Purchase Survey Web tracking Cart Abandonment Relationship Anniversary Subscription Renewal Progressive Profiling Targeted Cross-Sell Customer Win- Back offer Typical Customer Lifecycle
  28. 28. Behavioural Data Points • Purchase history • Survey results • Loyalty points • Product searches • Spend level • Product return • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • Language • Nationality • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event • Retweet • Like • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity • Sharing • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • Check-in Demographics Email behaviour Relational data Web behaviour Off-line behaviour
  29. 29. SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
  30. 30. A D M A G L O B A L F O R U M | 6 A U G Automotive B2B / Technology Consumer Goods Agency Finance / Insurance Healthcare Travel 5,000+ Brands and 16,000 marketers use Silverpop
  31. 31. A D M A G L O B A L F O R U M | 6 A U G Tony Davis Head of Digital Strategy Silverpop Now, let's do this thing! 1300 SIL POP (1300 145 161) tdavis@silverpop.com.au au.linkedin.com/in/tkdavis
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