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Thriving 
in 
Today’s 
Customer 
Driven 
World 
> 
Let’s 
Get 
Personal
Dear 
Loren, 
The 
rest 
of 
this 
email 
is 
generic 
… 
@LorenMcDonald
Inserting 
Dear 
%%FNAME%% 
is 
NOT 
how 
you 
personalise 
emails. 
@LorenMcDonald
Personalisation 
is 
about 
providing 
a 
superior 
customer 
experience 
that 
also 
increases 
engagement 
and 
revenue.
But 
we 
usually 
take 
the 
easy 
path, 
right? 
@LorenMcDonald
Home 
Décor 
pages
Home 
Décor 
pages 
Loren 
McDonald 
shopperdude@email.com 
shopperdude@email.com
oops 
Generic Welcome Email 
Welcome! 
First email … 
“jackets”
Onboarding 
Email(s) 
Welcome! 
• Dynamic 
based 
on 
specific 
category 
items 
browsed 
• 3-­‐5 
emails 
series 
• Top 
...
So 
where 
do 
we 
… 
@LorenMcDonald
Capturing 
Data 
for 
Personalisation
Personalisation 
goes 
well 
beyond 
profile 
data 
…
But 
you 
must 
connect 
to 
everything 
Customer 
Interactions 
Events 
Mobile 
Facebook 
Twitter 
Devices+ 
Location 
Co...
Which 
leads 
to 
multiple 
opportunities 
… 
Subject 
Line 
Personalization 
First 
name 
personalization 
Personalized 
...
The 
challenge 
then, 
with 
personalisation 
… 
is 
of 
course 
the 
data. 
@LorenMcDonald
Who 
is 
the 
subscriber? 
What 
actions 
have 
they 
taken 
/ 
not 
taken? 
Relationship 
and 
value? 
What 
date/time 
i...
Personalisation 
Data 
Sources 
Customer 
Profile 
Customer 
Behavior 
Personas
What 
data 
do 
you 
need 
to 
… 
Drive 
engagement? 
Create 
behavior? 
Drive 
increased 
results?
What 
is 
your 
“must 
have 
data” 
Proximity 
to 
physical 
stores 
Loyalty 
membership 
Value/quality 
vs 
convenience/c...
Personalisation 
in 
Action
Personalisation 
Data 
Sources 
Customer 
Profile 
Customer 
Behavior 
Personas
“one 
and 
done” 
data 
collection 
“everything 
but 
your 
first 
born” 
data 
collection
Use 
Progressive 
Web 
Forms 
Reduce 
form 
abandonment 
and 
build 
out 
a 
contact’s 
profile 
over 
time 
with 
progres...
Take 
it 
easy…Progressive 
Profiling 
43% 
Abandon 
-­‐ 
Complete 
4 
fields 
-­‐ 
Watch 
a 
video 
20% 
Abandon
26 
Customer-­‐Driven 
Marketing
Store 
the 
Data 
• PPP1_ADD 
• PPP2_ODD 
• PPP3_SchoolDiscipline 
• PPP4_Drinking 
Drugs 
• PPP5_Angry 
Outbursts 
• PPP6...
28 
Design 
the 
Nurture 
PPP_Violent 
PPP_Disrespectful 
PPP_Consequences
29 
Selected 
Program 
Tracks
Customizing 
the 
Nurture
Data 
Driven 
Nurture 
Results 
Increased 
Capture 
on 
Website 
by 
400% 
62% 
Avg 
Open 
Rate 
for 
Personal 
Parenting ...
Personalisation 
Data 
Sources 
Customer 
Profile 
Customer 
Behavior 
Personas
To 
know 
a 
person 
… 
watch 
what 
they 
do, 
not 
what 
they 
say. 
Danny 
Santagato
PaperStyle 
– 
Custom 
Invitations 
-­‐ Sending 
batch 
and 
blast 
-­‐ No 
targeting 
-­‐ Response 
rates 
declined 
Agen...
Purchased wedding 
products 
Wedding nurturing 
Wedding 
essentials 
Wedding favors 
Bridal party 
gifts 
Thank you 
cards...
Web 
site 
or 
email 
click 
behavior 
drops 
you 
into 
Your 
Wedding 
or 
Friend’s 
Wedding 
nurture
Your 
Wedding 
Track
Friend’s 
Wedding 
Track 
Results 
– 
Avgs 
Across 
Both 
Programs 
-­‐ Open 
Rate 
Increased 
-­‐ 
244 
% 
-­‐ CTR 
Incre...
Personalisation 
Data 
Sources 
Customer 
Profile 
Customer 
Behavior 
Personas
Let’s 
build 
a 
Master 
Database 
RV 
Owned 
Fleetwood 
Expedition 
Thor 
Motor 
Coach 
Persona 
Show 
Visits 
Age 
of 
R...
Personas: 
The 
Key 
to 
Relevant 
Marketing 
Caregiver 
of 
Child 
(5-­‐12) 
PKU 
Caregiver 
of 
Young 
Child 
(1-­‐4) 
P...
Non-­‐PKU 
PKU 
Child 
PKU 
Adult
All 
Emails 
Reflect 
Selected 
Persona/Condition 
in 
Every 
Way 
Possible! 
Images 
change 
Free 
samples 
change
In 
summary, 
Personalization 
… 
@LorenMcDonald
…can 
be 
deployed 
in 
multiple 
ways.
… 
increases 
customer 
satisfaction 
and 
brand 
affinity.
… 
helps 
take 
your 
marketing 
to 
a 
higher 
level
Let’s 
do 
this 
personalisation 
thing!
silverpop.com 
silverpop.com/marketing-­‐resources 
www.slideshare.net/silverpop 
Twitter.com/silverpop 
Facebook.com/silv...
Personalisation silverpop festival of marketing
Personalisation silverpop festival of marketing
Personalisation silverpop festival of marketing
Personalisation silverpop festival of marketing
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Personalisation silverpop festival of marketing

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Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.

Published in: Marketing
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Personalisation silverpop festival of marketing

  1. 1. Thriving in Today’s Customer Driven World > Let’s Get Personal
  2. 2. Dear Loren, The rest of this email is generic … @LorenMcDonald
  3. 3. Inserting Dear %%FNAME%% is NOT how you personalise emails. @LorenMcDonald
  4. 4. Personalisation is about providing a superior customer experience that also increases engagement and revenue.
  5. 5. But we usually take the easy path, right? @LorenMcDonald
  6. 6. Home Décor pages
  7. 7. Home Décor pages Loren McDonald shopperdude@email.com shopperdude@email.com
  8. 8. oops Generic Welcome Email Welcome! First email … “jackets”
  9. 9. Onboarding Email(s) Welcome! • Dynamic based on specific category items browsed • 3-­‐5 emails series • Top sellers/ recommendations • Ends with “best offer”
  10. 10. So where do we … @LorenMcDonald
  11. 11. Capturing Data for Personalisation
  12. 12. Personalisation goes well beyond profile data …
  13. 13. But you must connect to everything Customer Interactions Events Mobile Facebook Twitter Devices+ Location Communities Retail Blogs SMS SMS Call Center Push Wearables Email
  14. 14. Which leads to multiple opportunities … Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-­‐commerce-­‐driven Personalization Display totals and other engaging content to drive follow-­‐on purchases Website-­‐driven Content Directly track each customer’s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email Data-­‐driven Dynamic Image Image is selected based on demographic and profile info Score-­‐driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 3 4 5 6 8 2 9 7 1 2 3 4 5 6 7 8 9
  15. 15. The challenge then, with personalisation … is of course the data. @LorenMcDonald
  16. 16. Who is the subscriber? What actions have they taken / not taken? Relationship and value? What date/time is it?
  17. 17. Personalisation Data Sources Customer Profile Customer Behavior Personas
  18. 18. What data do you need to … Drive engagement? Create behavior? Drive increased results?
  19. 19. What is your “must have data” Proximity to physical stores Loyalty membership Value/quality vs convenience/cost
  20. 20. Personalisation in Action
  21. 21. Personalisation Data Sources Customer Profile Customer Behavior Personas
  22. 22. “one and done” data collection “everything but your first born” data collection
  23. 23. Use Progressive Web Forms Reduce form abandonment and build out a contact’s profile over time with progressive Web forms.
  24. 24. Take it easy…Progressive Profiling 43% Abandon -­‐ Complete 4 fields -­‐ Watch a video 20% Abandon
  25. 25. 26 Customer-­‐Driven Marketing
  26. 26. Store the Data • PPP1_ADD • PPP2_ODD • PPP3_SchoolDiscipline • PPP4_Drinking Drugs • PPP5_Angry Outbursts • PPP6_Disrespectful • PPP7_Violent • PPP8-­‐_Consequences
  27. 27. 28 Design the Nurture PPP_Violent PPP_Disrespectful PPP_Consequences
  28. 28. 29 Selected Program Tracks
  29. 29. Customizing the Nurture
  30. 30. Data Driven Nurture Results Increased Capture on Website by 400% 62% Avg Open Rate for Personal Parenting Plan Emails (vs. avg. 22% for newsletter) 260% lift in Total Transformation Sales over other Welcome Campaign
  31. 31. Personalisation Data Sources Customer Profile Customer Behavior Personas
  32. 32. To know a person … watch what they do, not what they say. Danny Santagato
  33. 33. PaperStyle – Custom Invitations -­‐ Sending batch and blast -­‐ No targeting -­‐ Response rates declined Agency Whereoware -­‐ Analyzed site behavior -­‐ Purchase patterns -­‐ Wedding process -­‐ Created wedding timeline
  34. 34. Purchased wedding products Wedding nurturing Wedding essentials Wedding favors Bridal party gifts Thank you cards Your wedding? Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Clicked on wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days BRIDAL SEGMENT Nurture Program
  35. 35. Web site or email click behavior drops you into Your Wedding or Friend’s Wedding nurture
  36. 36. Your Wedding Track
  37. 37. Friend’s Wedding Track Results – Avgs Across Both Programs -­‐ Open Rate Increased -­‐ 244 % -­‐ CTR Increased -­‐ 161 % -­‐ Revenue Per Mailing Increased -­‐ 330 %
  38. 38. Personalisation Data Sources Customer Profile Customer Behavior Personas
  39. 39. Let’s build a Master Database RV Owned Fleetwood Expedition Thor Motor Coach Persona Show Visits Age of RV Last Dealer Visit Tailgater Family Camper Livin’ Large San Francisco Michigan Miami Hampton 6/1/2005 2 Years 5 Years 6 months The richer your Master Database the more powerful, relevant and personal you’ll be. Carey Smith 1000 Gateway Drive San Francisco, CA 93820 Shawn DeWitt 4992 Michigan Ave, Chicago, IL 09030 Sheila Jones 4022 Peachtree Rd Atlanta, GA 30003 Steve Jones 888 Madison Ave, New York NY 10022 Silver Explorer 9/5/2012 6/1/2005 2/1/2013 10 Years Keystone Vantage Coachman Freedom BuyerPersona.com
  40. 40. Personas: The Key to Relevant Marketing Caregiver of Child (5-­‐12) PKU Caregiver of Young Child (1-­‐4) PKU Caregiver of Infant PKU (0-­‐1) HCP Teen (13-­‐17) PKU Non-­‐PKU Other/Unknown
  41. 41. Non-­‐PKU PKU Child PKU Adult
  42. 42. All Emails Reflect Selected Persona/Condition in Every Way Possible! Images change Free samples change
  43. 43. In summary, Personalization … @LorenMcDonald
  44. 44. …can be deployed in multiple ways.
  45. 45. … increases customer satisfaction and brand affinity.
  46. 46. … helps take your marketing to a higher level
  47. 47. Let’s do this personalisation thing!
  48. 48. silverpop.com silverpop.com/marketing-­‐resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop The Silverpop Digital Marketing Platform

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