DMA Behavioural marketing -marketing with intent -antonia edmunds - presentation
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DMA Behavioural marketing -marketing with intent -antonia edmunds - presentation

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    DMA Behavioural marketing -marketing with intent -antonia edmunds - presentation DMA Behavioural marketing -marketing with intent -antonia edmunds - presentation Presentation Transcript

    • Good Behaviours: Marketing withIntent5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,Silverpop#dmaemailSponsored by
    • Message Overload
    • Some Consumers are Tuning Out
    • Pounding isn’t the answer…
    • …because hope is not a marketing strategy.
    • Batch& BlastBehaviour&Automation
    • 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
    • Customer Behaviour Drives the Actions
    • 13
    • 5 Behaviours to Automate
    • Join /SubscribeBrowseAbandonBasketPurchaseGoInactive5 Behavioursto Automate
    • Behaviour 1: Join / SubscribeAction: Onboarding Emails
    • Within two months ofopt-in, the open ratetypically falls 20% to 25%.Source: MarketingSherpa
    • 1/3 of U.S. largest retailersSend zero welcome emails
    • Single Email Welcome Email SeriesWelcome emails are one of the most importantemails your company will send.
    • Move to onboarding basedon behaviour/preferences…
    • Web Tracking Behaviour?
    • Mint.com
    • MintWelcome
    • Mint Activation 1Users who have notadded their banksafter 7 days
    • Mint Activation 2Users who have notadded their banksafter 14 days
    • Behaviour 2:Web Browse AbandonmentAction = Content-Based Nurture Series
    • Browse Abandonment: Expressing InterestSentDeliveredOpenedClickedProduct ViewsBasket AdditionsCheckoutsOrdersRevenueUnits
    • Browse Behaviour• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
    • Browse Behaviour
    • Browse Behaviour
    • Browse Behaviour
    • Behaviour 3: Shopping Basket AbandonmentAction = Remarketing Series
    • — Multiple Sources“60–70%”Abandoned Baskets = Lost Revenue35Up to 70% of Shopping Baskets are abandoned before Checkout
    • Basket Abandonment: 1-step fromrevenueSentDeliveredOpenedClickedProduct ViewsBasket AdditionsCheckoutsOrdersRevenueUnits
    • Up to50%conversion!
    • Relative VolumeAbandon CartEmails0.3%PromotionalEmails99.7%DEMCO: Basket vs Broadcast EmailsRelative SalesAbandon CartEmails18.6%PromotionalEmails81.4%High % of sales relative to volume
    • Message A – 1 day after
    • Message B – 3 days after
    • Message C – 5 days after
    • DEMCO Cart ResultsCart Email ADay 1Cart Email BDay 3Cart Email CDay 5 AVERAGEOpen Rate 40% 39% 32% 37%Click-to-Open 44% 47% 28% 41%Click-thru-Rate 18% 18% 9% 15%Conversion Rate 22% 15% 24% 20%Sales/email $8.60 $8.40 $5.04 $7.46
    • 44Behaviour 4: Make A PurchaseAction = Upsell Emails
    • SmartPaks Upsell EmailsCustomer orders supplements in buckets for their horseGOAL: Convert customer to order supplements in AutoShipSmartPaks
    • SmartPaks Upsell Emails• Focus on the mostimportant productpurchase• Suppress recipientswho convert
    • SmartPaks Upsell Emails
    • Behaviour 5: Going InactiveAction = Automated Reengagement
    • 49Inactive customers are painful!
    • Typical Actives vs. Inactives Ratio
    • 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