Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Stop Sending Email! Start sending messages that matter!

2,104 views

Published on

Email is, and should be, a pivotal part of revenue driving digital marketing startegy. But what really gains results is the delivery of the right message at the right time via the right channel.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Stop Sending Email! Start sending messages that matter!

  1. 1. Stop Sending Email! Start sendingmessages that matter! John Watton, Senior Director – Marketing, Silverpop 28th February, 2013. @jwatton #spopEMEA
  2. 2. @jwatton
  3. 3. AgendaThe empowered consumerRight message, right time, right placeBehavioral MarketingBehavioral Marketing @Work #spopEMEA
  4. 4. The empowered consumer
  5. 5. Problem: NoiseThe average consumer is exposed to 30,000 marketing messages per day.
  6. 6. of UK smartphone owners say they’ve never seen a mobile adSource: Nielsen Mobile Consumer Survey, Feb 2013 #spopEMEA
  7. 7. The average socialpost has a half-life of mins Source: SEOmoz blog, Feb 2013 #spopEMEA
  8. 8. 25%To get of your tweets retweeted You need 10,000 followers Source: SEOmoz blog, Feb 2013 #spopEMEA
  9. 9. The Segmented Audience Approach Female MaleHomeowner Male 30-40 30-40 Female College Educated Homeowne With kids Female Homeowner Female Homeowner College Educated With kids College Educated With kids Male Male 30-40College Educated 30-40 With kids College Educated With kids Male 30-40 Male 30-40 Male Female Homeowner 30-40 College Educated Female Homeowner With kids College Educated With kids College Educated Female With kids Homeowner
  10. 10. Problem:The Segmented Audience approach is failing 3% 97% Relevant Irrelevant #spopEMEA
  11. 11. 56% of the buying process is invisible to the seller.“The empoweredcustomer is now incontrol of the businessrelationship.”Source: IBM CMO Study 2011 @jwatton
  12. 12. Buyers favour personalised experiences “The more you invest... the better it gets!” @jwatton
  13. 13. Across multiple devices #spopEMEA
  14. 14. Right message Right time Right place
  15. 15. Moving From Broadcast to Behaviour Bto1 Marketing Maturity Behavioral Marketing Individual Messages Behaviour-based Messages (Multi-Track) Marketing Automation Activity-based Messages (Campaign automation, Scoring) Time-based MessagesAutomated (Drip, Simple Nurture, Triggered) Manual Email Marketing Targeted Mailings based on Segmentation (Segment & Send) Mass Mailing to a broad database (E-blasts) Customer Experience #spopEMEA
  16. 16. Using a behavioral marketingapproach
  17. 17. Pay attention across all channels Web Site/Page Video Visits File Social Downloads Email Graph Blog Forms Visits Postal Purchase History Mobile Support Apps Check History In’s Location Automation individualised CRM Centralized Engine Marketing Content Database #spopEMEA
  18. 18. Track behaviours Email Social Did the individual open and/or Did the prospect or customer click on a certain email? How fill out a form in Facebook or long ago did the contact come to your site via Twitter? interact with your email Share one of your emails? message (two days ago, two Comment on a blog post on weeks ago or two months ago)? your site?CRM WebsiteWas an opportunity opened, Did the individual visit your site Centralizedor a prospect contacted by a or blog? Did he or she download Marketing Database salesperson? something or watch a video? Mobile/location Did a customer scan a QR code at your trade show booth, sign up for your text message service or check in via Foursquare at your event? @jwatton
  19. 19. Lead scoring on demographics &behaviours Heavy Behaviour Low Interest Interest Profile 1 2 3 4Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 #spopEMEA
  20. 20. Prioritise “sales-ready” leads Heavy Behaviour Low Interest Interest Profile 1 2 3 4Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 @jwatton
  21. 21. Right time
  22. 22. Behaviour Driven AutomationCampaign CampaignProgram A Program B 260% lift in product Sales than non automated emails – Empowering Parents Only 4% of emails have been automated thus far yet they drive 40% of email revenue – S&S Worldwide Conversion rates went up 136% with automation - SmartPak #spopEMEA
  23. 23. Top 10 behavioural processes toautomate 1. Welcome/Onboarding 2. Browse Abandonment 3. Cart Abandonment 4. Recommendation 5. Product Review Request 6. Happy Birthday 7. Replenishment/Re-order 8. Cross Sell 9. Purchase Anniversary 10. Re-engagement #spopEMEA
  24. 24. Right place
  25. 25. 68% of UK smartphone owners use their device to check email 28% for shopping Source: Nielsen Mobile Consumer Survey, Feb 2013 #spopEMEA
  26. 26. Email Opens: January 2013 Mobile: Smartphones (iPhone, Android) and tablets DesktopMobile 33% Desktop: 42% Installed email programs (Outlook, Apple Mail) Webmail: Webmail Email accessed through a web 25% browser (Gmail, Hotmail, Yahoo!) Source: Litmus Email Analytics @jwatton
  27. 27. Increase Revenue – design for youraudience Old mouse New mouse  Mobile first  Reduced subject line  Reduced attention span  Larger text  Larger call-to-action  Single column  Single conversation #spopEMEA
  28. 28. Web + social @jwatton
  29. 29. Social + email Share-to-social on all emails Using facebook for opt-in #spopEMEA
  30. 30. + Location Instantly and automatically send offers to these consumers to drive them to your store – triggers from Facebook & FourSquareThis is your check-ins store @jwatton
  31. 31. Right message
  32. 32. Web + email Your last browses – check these out! Web views Automatic feed Email content #spopEMEA
  33. 33. Truly Individualised Email Messaging Subject Line Personalization 1 First name personalization1 Personalized Content Name and contact info for each customer’s 2 personal rep 6 2 Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists 3 For any customer who has purchased two or more items in the last 90 days, list each purchase with review links 4 E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases. 7 5 Website-driven Content Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization 6 The message arrives in each individual’s 3 inbox at precisely the time that individual is 1 most likely to check email. Data-driven Dynamic Image 7 Image is selected based on demographic and profile info 4 8 Score-driven Dynamic Offer 8 Discounts/prices vary by social influence and time since last purchase 5 @jwatton
  34. 34. Behavioral Marketing @Work
  35. 35. Buyer Behaviour + Automation Thank You! #spopEMEA
  36. 36. 1. Wizard 1 day 3 daysOverview Try Why you wizard should 2. Started 1 day 3 days Almost It will Wizard help Done… you 3. Completed 1 day 3 days Wizard Wizard Custom Results for you 1 day 4. Add to Did you x days Cart forget …. Responding 5. Placed x days to Website Order Thank You …. Behaviors @jwatton
  37. 37. SmartPak’s Behaviour Based Email Works! Metrics Automation Automated/ Broadcast Makes A Big Transactional Difference Open Rate +68.3% 27.6% 16.4% CTR +103.5% 5.9% 2.9% CTOR +20.9% 21.4% 17.7% Conversion +135.8% 14.6% 6.2% Rate Unsubscribe -42.9% 0.08% 0.14% SPAM -33.3% 0.04% 0.06% Complaint Rate Bounce -6.0% 0.63% 0.67% #spopEMEA
  38. 38. AgendaThe empowered consumerRight message, right time, right placeBehavioral MarketingBehavioral Marketing @Work @jwatton
  39. 39. Thank You!+44 7557 125255jwatton@silverpop.com@jwatton #spopEMEA

×