Silverpop digital marketing launch event sao paulo brazil

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  • 30/10/12
  • Silverpop digital marketing launch event sao paulo brazil

    1. 1. #silverpopbr
    2. 2. #silverpopbr
    3. 3. #silverpopbr
    4. 4. 5 Behavioral Actions to AutomateLoren McDonald@LorenMcDonald#SilverpopBR
    5. 5. Message Overload
    6. 6. Some Consumers are Tuning Out
    7. 7. Pounding isn’t the answer…
    8. 8. …because hope is not a marketing strategy.
    9. 9. Batch& Blast Behavior & Automation
    10. 10. Mass Direct BehavioralMarketing Marketing MarketingCustomers Customers Customersare a single are many are audience little individuals audiences
    11. 11. Explicit data Implicit data
    12. 12. Examples of Behavior - Visited website - Visited Blog - Clicked to Twitter Page - Visited Community - Downloaded White Paper “XYZ” - Watched “7 Reasons” Video - Submitted Demo Request Form - Call Center Conversation - Trial software login
    13. 13. Customer Behavior Drives the Actions
    14. 14. 5 Behaviors to Automate
    15. 15. 5 Behaviorsto Automate
    16. 16. Behavior #1: Join / SusbscribeAction: Onboarding Emails
    17. 17. Within two months of opt-in, the open ratetypically falls 20% to 25%. Source: MarketingSherpa
    18. 18. 1/3 of U.S. largest retailers Send zero welcome emails
    19. 19. Single Email Welcome Email SeriesWelcome emails are one of the most important emails your company will send.
    20. 20. Move to onboarding basedon behavior/preferences…
    21. 21. Web Tracking Behavior
    22. 22. Mint.com
    23. 23. MintWelcome
    24. 24. Mint Activation 1Users who have not added their banks after 7 days
    25. 25. Mint Activation 2Users who have not added their banks after 14 days
    26. 26. Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series
    27. 27. Browse Abandonment: Expressing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
    28. 28. Browse Behavior• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
    29. 29. Browse Behavior
    30. 30. Browse Behavior
    31. 31. Browse Behavior
    32. 32. Behavior #3: Shopping Cart AbandonmentAction = Remarketing Series
    33. 33. Abandoned Shopping Carts = Lost RevenueUp to 70% of Shopping Carts are Abandoned before Checkout “60–70%” — Multiple Sources 34
    34. 34. Cart Abandonment: 1-step from revenue Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
    35. 35. Up to50%conversion!
    36. 36. DEMCO: Cart vs Broadcast Emails High % of sales relative to volume Relative Volume Relative Sales Abandon Cart Abandon Cart Emails Emails 0.3% 18.6% Promotional Emails Promotional 99.7% Emails 81.4%
    37. 37. Message A – 1 day after
    38. 38. Message B – 3 days after
    39. 39. Message C – 5 days after
    40. 40. DEMCO Cart Results Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAG EOpen 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
    41. 41. Behavior #4: Make A PurchaseAction = Upsell Emails 42
    42. 42. SmartPaks Upsell Emails Customer orders supplements in buckets for their horse GOAL: Convert customer to order supplements in AutoShip SmartPaks
    43. 43. SmartPaks Upsell Emails• Focus on the most important product purchase
    44. 44. SmartPaks Upsell Emails
    45. 45. Behavior #5: Going InactiveAction = Automated Reengagement
    46. 46. Inactive customers are painful! 47
    47. 47. Typical Actives vs. Inactives Ratio
    48. 48. Impact of Inactives
    49. 49. Inactive Email recipient Email recipient does not open, does not open, click or purchase in click or purchase inRe-Engagement 45 days 45 days Inactive Re-Engagement Email: Inactive Re-Engagement Email: Update Profile - - 1.1 Update Profile 1.1 Opens or clicks any• Goal: Reactivate customers Opens or clicks any email or makes aa email or makes before they become inactive purchase in 75 purchase in 75 days days• Results: • Open Rate – 5.6% • CTR – 0.5% Inactive Re-Engagement Email: Inactive Re-Engagement Email: Pays to be Smart –– 1.2 Exits Inactive Re- Exits Inactive Re- Enagagement Enagagement Pays to be Smart 1.2 Program Program Opens or clicks any Opens or clicks any email or makes aa email or makes purchase in 90 purchase in 90 days days Inactive Re-Engagement Email: Inactive Re-Engagement Email: 10% off Order –– 1.3 10% off Order 1.3
    50. 50. Inactive Re-Engagement Evaluate for 30 days for activity, move into once aDay 45: “Help Us month frequency for 6 Day 75: “It Pays toServe You Better” be months. Smart” Day 90: “We Miss You! Come Back and Save 10%”
    51. 51. More time on the beach go he re! Y ou
    52. 52. Behavioral Marketing Automation Is Going to Be VERY BIG!
    53. 53. Q & A / Contact Information Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald G+: +Loren McDonald Pinterest: intevation www.slideshare.net/silverpop Twitter: @SIlverpop www.silverpop.com
    54. 54. Relevant Emails Rock! 9x Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
    55. 55. Steps in Re-Engagement Program Evaluate for 30 days for activity, move into once a month frequency for 6 months.
    56. 56. #silverpopbr
    57. 57. Como Turbinar suasCampanhas de Relacionamento com Marketing Automation
    58. 58. 1982-2012 Souza Aranha ♦ A Souza Aranha desenvolveu inúmeros projetos de sucesso para as mais diversas categorias, entre eles o pioneiro Smiles para a VARIG e o High Sorgs para a Microsoft (*). ♦ É pioneira em Marketing de Relacionamento e CRM no Brasil. ♦ Foi escolhida como a Agência de CRM do Ano - Prêmio ABEMD em 2009. ♦ Uma das consultorias de Marketing de Relacionamento e CRM com maior experiência no Mercado Brasileiro. (*) Programa de Relacionamento dirigido à prospecção de 220 mil pequenas e médias empresas.
    59. 59. Road Map Souza Aranha Ciclo de Vida do Cliente $Aquisição Rentabilização Retenção Ativação Recuperação tempoprospect single-buyer multi-buyer inativo Longevidade
    60. 60. Comunicação de Massa FrequênciaComunicação de Relacionamento Sequência
    61. 61. Conheci- Comportamento do mento de Cliente Respostas
    62. 62. Conhecimento do ClienteQuestionário de Pré-Renovação Modelo de Propensão
    63. 63. Automação de Marketing Régua de Renovação Banco de Dados Modelo de Propensão Análise junto a BI Modelo e Segmentação de Propensão Questionário Envio Mala 1A, 1B, 1C Renovação NÃO Envio Mala 2 D10 Monitoramento VAI PENSAR Aceitou SIMFormulários RespostaProgressivos Não aceitou Recuperação Telemarketing
    64. 64. Plataforma de CRM Ações Ações Ações de Atendi- de de Recupera- mentoAtivação Retenção ção FERRAMENTA DE CRM E SILVERPOP
    65. 65. Métricas de Resultados
    66. 66. #silverpopbr
    67. 67. TheSINGLE AUDIENCECUSTOMERS ARE A Mass Market Approach
    68. 68. The Segmented Audience ApproachCUSTOMERS ARE MANY AUDIENCES SEGMENT 1 SEGMENT 2 SEGMENT 3
    69. 69. Segmentation Success?20% 80%Relevant Irrelevant
    70. 70. The Behavioral Marketing Approach eo ’s rod uct vid eb s ite – P W Jo h n – Gary – Email – Clicked Off Sarah – Facebook – Ebook er
    71. 71. Behavioral Marketing Automation Demo
    72. 72. Silverpop LandingPage / Form Static Website @GetVision
    73. 73. 1st Visit2nd Visit @GetVision
    74. 74. {Chocolate}1st Visit {Chocolate} + {Salty Snack}2nd Visit @GetVision
    75. 75. ct In SilverpopName Email Chocolate SocialRichard Evans richard@gmail.com Dark @rlevans Join Club Recipe Form Social Sign In @GetVision
    76. 76. Welcome “Hello” Program Email with DC @GetVision
    77. 77. DC {Dark} DC {White}
    78. 78. How Can You Know Someone? Silverpop Web Tracking {Script} Silverpop Web Tracking {Script}
    79. 79. Silverpop Form(iframed) in Facebook
    80. 80. Where is your Marketing relationship? ESP BMAName: Richard Evans Name: Richard EvansEmail: revans@silverpop Emai: revans@silverpop Social: @rlevans Web: cookie {GUID} CRM: TT66E78YEB654 Address:123 Main St Atlanta, GA 30301 SMS: 404.867.5309 Devices: iPhone, Laptop @GetVision
    81. 81. Where are you Relevant? ESP BMA Profile Data Profile DataEmail Email Relational Data Relational Data Web Behavioral Data Behavioral Data Social Forms @GetVision
    82. 82. When are you Relevant? ESP BMA Profile Data Profile Data Query QueryLarge Audience Relational Data Relational Data Large Audience Click Send Listening for live Behaviors Individual Messaging Behavioral Data Behavioral Data Email Web Content @GetVision
    83. 83. Audiences of thousands ~ ESP MarketerThousands of Audiences of ONE! ~ BMA Marketer
    84. 84. Thank You@Silverpop | @rlevans
    85. 85. #silverpopbr
    86. 86. #silverpopbr
    87. 87. Plataforma de Social Infrastructure para marketing.Integra web properties com redes sociais.Integra com o SilverPop
    88. 88. Conectando Websites com Redes Sociais
    89. 89. O BANCO DE DADOS ESTÁNAS REDES SOCIAIS
    90. 90. http://www.socialidnow.com/index.
    91. 91. From Mass Marketing
    92. 92. To Boutique Marketing
    93. 93. Visite socialidnow.com
    94. 94. #silverpopbr
    95. 95. #silverpopbr

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