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

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

  1. 1. Good Behaviours: Marketing withIntent5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,Silverpop#dmaemailSponsored by
  2. 2. Message Overload
  3. 3. Some Consumers are Tuning Out
  4. 4. Pounding isn’t the answer…
  5. 5. …because hope is not a marketing strategy.
  6. 6. Batch& BlastBehaviour&Automation
  7. 7. Behavioural MarketingReal-time, cross-channel, insanelyrelevant campaigns to one person at atime automatically driven byanalytics of their actions, preferencesand profiles. ~ Silverpop
  8. 8. 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
  9. 9. Behavioural triggeredcampaigns perform 325%better than simple blastcampaigns(Silverpop B2B research)
  10. 10. - 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
  11. 11. Customer Behaviour Drives the Actions
  12. 12. 13
  13. 13. 5 Behaviours to Automate
  14. 14. Join /SubscribeBrowseAbandonBasketPurchaseGoInactive5 Behavioursto Automate
  15. 15. Behaviour 1: Join / SubscribeAction: Onboarding Emails
  16. 16. Within two months ofopt-in, the open ratetypically falls 20% to 25%.Source: MarketingSherpa
  17. 17. 1/3 of U.S. largest retailersSend zero welcome emails
  18. 18. Single Email Welcome Email SeriesWelcome emails are one of the most importantemails your company will send.
  19. 19. Move to onboarding basedon behaviour/preferences…
  20. 20. Web Tracking Behaviour?
  21. 21. Mint.com
  22. 22. MintWelcome
  23. 23. Mint Activation 1Users who have notadded their banksafter 7 days
  24. 24. Mint Activation 2Users who have notadded their banksafter 14 days
  25. 25. Behaviour 2:Web Browse AbandonmentAction = Content-Based Nurture Series
  26. 26. Browse Abandonment: Expressing InterestSentDeliveredOpenedClickedProduct ViewsBasket AdditionsCheckoutsOrdersRevenueUnits
  27. 27. Browse Behaviour• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
  28. 28. Browse Behaviour
  29. 29. Browse Behaviour
  30. 30. Browse Behaviour
  31. 31. Behaviour 3: Shopping Basket AbandonmentAction = Remarketing Series
  32. 32. — Multiple Sources“60–70%”Abandoned Baskets = Lost Revenue35Up to 70% of Shopping Baskets are abandoned before Checkout
  33. 33. Basket Abandonment: 1-step fromrevenueSentDeliveredOpenedClickedProduct ViewsBasket AdditionsCheckoutsOrdersRevenueUnits
  34. 34. Up to50%conversion!
  35. 35. Relative VolumeAbandon CartEmails0.3%PromotionalEmails99.7%DEMCO: Basket vs Broadcast EmailsRelative SalesAbandon CartEmails18.6%PromotionalEmails81.4%High % of sales relative to volume
  36. 36. Message A – 1 day after
  37. 37. Message B – 3 days after
  38. 38. Message C – 5 days after
  39. 39. 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
  40. 40. 44Behaviour 4: Make A PurchaseAction = Upsell Emails
  41. 41. SmartPaks Upsell EmailsCustomer orders supplements in buckets for their horseGOAL: Convert customer to order supplements in AutoShipSmartPaks
  42. 42. SmartPaks Upsell Emails• Focus on the mostimportant productpurchase• Suppress recipientswho convert
  43. 43. SmartPaks Upsell Emails
  44. 44. Behaviour 5: Going InactiveAction = Automated Reengagement
  45. 45. 49Inactive customers are painful!
  46. 46. Typical Actives vs. Inactives Ratio
  47. 47. Lost potential revenueInefficiencies/Reduced ROIFuzzy metricsPotential reduced deliverabilityImpact of Inactives
  48. 48. 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
  49. 49. 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.
  50. 50. More time on the beach
  51. 51. Behavioural MarketingAutomationIs Going to BeVERY BIG!
  52. 52. Q & A / Contact InformationAntonia Edmundsaedmunds@silverpop.comwww.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com

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