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Managing customer lifecycles: Email innovation zone by TDavis Silverpop
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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 …

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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  • 1. TONY DAVIS HEAD OF DIGITAL STRATEGY SILVERPOP Managing Customer Lifecycles
  • 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. 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. 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. 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. Today, our click rates are 350% higher.350% Our conversion rates are 50% higher50%
  • 7. Landing Pages Lead Scoring Social Sign-In Web Forms Web Tracking Lifecycle 1 ACQUISITION
  • 8. Lifecycle 8 • SEM Landing Page • User funneled into promotion program • Data captured used to deliver targeted offers 1 ACQUISITION
  • 9. Lifecycle 9 • Web site registration • Improve with Social Sign-In Lead Scoring EngageWebTracking 1 ACQUISITION
  • 10. 1 5 2 Preference Centre Offer with Purchase Conversion Program SMS Welcome Programs 2 Lifecycle ACTIVATION
  • 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. Lifecycle 12 2 ACTIVATION • Ensuring that first time customers become repeat customers • Preferences (explicit) • Behaviours (implicit)
  • 13. 13 • Welcome Email Lifecycle 2 ACTIVATION
  • 14. 14 Lifecycle 2 ACTIVATION • LimitedTime Offer Email
  • 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. Lifecycle GROWTH3 Loyalty Offers Targeted Cross-sell Post-Purchase Survey Universal Behaviours Progressive Profiling
  • 17. Get personal by understanding each customer more deeply than you ever dreamed possible Understands Behaviors UNIVERSAL BEHAVIORS
  • 18. Behavior: Rate CustomerID: 112316 Item Name: White Chocolate StrawberryTruffle Vote: Like Class:Truffle Platform: iOS Time: 09:25 05/13/13
  • 19. 19 Lifecycle GROWTH3 • Post-Purchase Survey Email
  • 20. Lifecycle RETENTION4 Churn Reduction Loyalty Rewards Recharge, Renew Birthday Renewal Alerts
  • 21. 21 Lifecycle RETENTION4 • Happy Birthday Offer Email
  • 22. Our Customers birthday messages generate on average 25X the revenue of a standard broadcast email.
  • 23. Lifecycle REACTIVATION5 Cart Abandonment Customer WinBack Offer Subscription Renewal Relationship Anniversary Inactive Record Reactivation
  • 24. 24 Lifecycle REACTIVATION5 • $5WinBack Email
  • 25. 25 Lifecycle REACTIVATION5 • Abandoned Cart Email
  • 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. 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. 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. 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. 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. 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