Good Behaviours: Marketing withIntent5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,Silverpop#dmaemailSponsored by
Some Consumers are Tuning Out
Pounding isn’t the answer…
…because hope is not a marketing strategy.
Behavioural MarketingReal-time, cross-channel, insanelyrelevant campaigns to one person at atime automatically driven byanalytics of their actions, preferencesand profiles. ~ Silverpop
ManualAutomatedResponse Rates/EngagementMarketingSophisticationBehaviour-basedMessages(Multi-Track)Time-based Messages(Drip, Simple Nurture)Targeted Mailings based on SegmentationMass Mailing to a broad database (E-blasts)Broadcast to BehaviourBto1IndividualMessages
Behavioural triggeredcampaigns perform 325%better than simple blastcampaigns(Silverpop B2B research)
- Visited website / product page- Visited Blog- Clicked to Twitter/Facebook Page- Visited Community- Downloaded White Paper “XYZ”- Watched “7 Reasons” Video- Submitted Demo Request Form- Call Centre Conversation- Trial software loginExamples of Behaviour
Lost potential revenueInefficiencies/Reduced ROIFuzzy metricsPotential reduced deliverabilityImpact of Inactives
InactiveRe-Engagement• Goal: Reactivate customersbefore they become inactive• Results:• Open Rate – 5.6%• CTR – 0.5%Email recipientdoes not open,click or purchase in45 daysInactive Re-Engagement Email:Update Profile - 1.1Opens or clicks anyemail or makes apurchase in 75daysInactive Re-Engagement Email:Pays to be Smart – 1.2Opens or clicks anyemail or makes apurchase in 90daysInactive Re-Engagement Email:10% off Order – 1.3Exits Inactive Re-EnagagementProgram
Inactive Re-EngagementDay 45: “Help UsServe You Better”Day 75: “It Pays tobe Smart”Day 90: “We MissYou! Come Backand Save 10%”Evaluate for 30 days for activity,move into once a monthfrequency for 6 months.
More time on the beach
Behavioural MarketingAutomationIs Going to BeVERY BIG!
Q & A / Contact InformationAntonia Edmundsaedmunds@silverpop.comwww.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com