Send a blast kill a hamster email marketing silverpop

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Send a blast kill a hamster email marketing silverpop

  1. 1. Send a Blast, Kill a Hamster Loren McDonald VP, Industry Relations Silverpop @LorenMcDonald
  2. 2. Meet Mesocricetus auratus (hamster) aka your customer @LorenMcDonald
  3. 3. How you show “hamster love”
  4. 4. 200+ annually 4 per week 1 every 1.8 days @LorenMcDonald
  5. 5. 50 emails 44 days @LorenMcDonald
  6. 6. Why do we do this?
  7. 7. Because it works … and is “easy money.” @LorenMcDonald
  8. 8. Every time an email goes ka-ching an retail marketer gets her wings! Every time an email dings, an email marketer gets her wings!
  9. 9. So are you headed toward 1 email per day on average? @LorenMcDonald
  10. 10. That’sfine,buthaveyou donethemath? @LorenMcDonald
  11. 11. 11 500,000 subscribers X 4 broadcast emails per week > (200+ emails annually) X 0.25% unsubscribe rate = 1250 lost per email 1250 X 200 emails = 250,000 lost subscribers 50% of your database = gone
  12. 12. While it works, this batch and blast approach is a “hope” strategy. @LorenMcDonald
  13. 13. Soyouhaveto askyourself… @LorenMcDonald
  14. 14. Do I feel lucky? Well do ya, retail marketers?
  15. 15. So remember this cute customer? She eventually looks …
  16. 16. …tired and worn out. Do you want to be known as a hamster killer! @LorenMcDonald
  17. 17. Isn’t it time for change? @LorenMcDonald
  18. 18. But many of us are still marketing like it’s 1999. @LorenMcDonald
  19. 19. And not leveraging current marketing technology and approaches. @LorenMcDonald
  20. 20. There isaway tostop killing hamsters … @LorenMcDonald
  21. 21. …and generate more revenue and send more email … @LorenMcDonald
  22. 22. Thetime has come for… @LorenMcDonald
  23. 23. Behavioral Marketing Automation Behavior Automation Real-Time
  24. 24. It’saboutusing Behaviortodrive messagingcadence. @LorenMcDonald
  25. 25. It’sabouttalkingto eachcustomer asanindividual. @LorenMcDonald
  26. 26. Thegoalistocreate segmentsofone. @LorenMcDonald
  27. 27. Itisn’taboutBigData… butratheractionable dataabouteach individualcustomer. @LorenMcDonald
  28. 28. Andthisactionable behavior-baseddatais everywhere. @LorenMcDonald
  29. 29. Likely more than 50 different behaviors
  30. 30. But this requires a shift inthinking …
  31. 31. Centralized Marketing Database Individualized Content Automation Engine Social Graph Email Mobile Apps Location Check In’s Purchase History Forms CRM Video File Downloads Site/Page Visits Blog Visits Support History Postal Web Moving to a centralized marketing database
  32. 32. Andfocusingonwhatthe customerwantstobuy, notjustwhat wewanttosell.
  33. 33. Calendar-based Behavior-based 4 per week 50 per day @LorenMcDonald
  34. 34. Automation gives you scale
  35. 35. 88% 12% Volume Broadcast Automated 70% 30% Revenue Broadcast Automated Low volume, high ROI Automated Emails 4 years ago = 2% volume / 1% revenue TodayVolume = 6X; Revenue = 30X @LorenMcDonald
  36. 36. "To me, photography is the simultaneous recognition, in a fraction of a second, of the significance of an event as well as of a precise organization of forms which give that event its proper expression.” Henri Cartier-Bresson TheDecisive Moment
  37. 37. So what does this “BMA” thing look like? I thought you’d neverask. @LorenMcDonald
  38. 38. Marrying pre-opt-in web behavior with email address. =Welcome 2.0 @LorenMcDonald
  39. 39. Home Décor pages Loren McDonald
  40. 40. Home Décor pages shopperdude@email.com Loren McDonald shopperdude@email.com
  41. 41. oops Welcome! Generic Welcome Email First email … “jackets”
  42. 42. Welcome! Onboarding Email(s) • Dynamic based on specific category items browsed • 3-5 emails series • Top sellers/recommendations • Ends with “best offer”
  43. 43. Remarketing based on browse behavior. @LorenMcDonald
  44. 44. Incorporates • Offer based on loyalty status, LCV, new customer • Specific category items browsed • Top sellers/recommendations
  45. 45. Reinventing the birthday email. @LorenMcDonald
  46. 46. Run-of-the- mill birthday email
  47. 47. Dynamic offer: • Loyalty status • LCV • New customer • Never purchased Birthday Email 2.0
  48. 48. …website,SMS,display,social,mobileapps… Whoa… Butthisjustisn’tabout email… @LorenMcDonald
  49. 49. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE Don’t forget to Add your Account Dining Preference Individualized mobile app experiences Cart or wish list @LorenMcDonald
  50. 50. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE Don’t forget to Add your Account Dining Preference Individualized mobile app experiences Category recently browsed @LorenMcDonald
  51. 51. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE Don’t forget to Add your Account Dining Preference Individualized mobile app experiences Replenishment item based on previous order @LorenMcDonald
  52. 52. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE Don’t forget to Add your Account Dining Preference Individualized mobile app experiences • Content based on app usage • Emails or push notifications to drive repeat usage / purchases • Rewards program status Lapsed store customer offer @LorenMcDonald
  53. 53. • Jake Rawlins • Online & Offline customer • Mobile app user Mobile App + Geo-fencing + Universal Behaviors
  54. 54. Sales associate engages customer based on purchase behavior and LCV
  55. 55. Buyer alert triggered by geo-fencing and use of mobile app
  56. 56. Old New What’s it going to be?
  57. 57. 3ThingstoRemember Behavior Automation Real-Time @LorenMcDonald
  58. 58. Jump in – the water is warm …
  59. 59. …and paved with gold!
  60. 60. A unified, behavioral-driven platform that lets marketers incorporate every imaginable customer touch point, regardless of system or vendor, into a single view that drives individualized, real-time content through the most appropriate channel.
  61. 61. Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the deepest insight into the way customers behave.
  62. 62. Interested In Learning More? silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop
  63. 63. Check out www.silverpop.com to learn how to stop killing hamsters. Loren McDonald Silverpop @LorenMcDonald ThankYou!

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