This document discusses how to add a personal touch to marketing automation through elements like birthday emails, helpful reminders of important dates, multi-step program emails that track customer behavior, and responsive emails that understand individual contexts. It provides examples of how personalization through understanding buyers and leveraging other technologies can increase engagement, revenue, and advocacy while reducing churn. The key is designing automation that speaks with a human voice, uses targeted, relevant messaging based on preferences and behavior, and makes the experience fun rather than corporate-sounding.

1. Marketing Automation –
Adding the Personal Touch
Loren McDonald
Silverpop
@LorenMcDonald

2. “Human Automation”

3. The personal marketing touch

4. Birthday emails
to…

5. …To Multi-step Program Tracks
5

6. What the “personal
touch” is NOT!
6

7. U B
G O
L R
Y I
N
G

8. The Era of Customer Control

9. Anticipation
Increased
Engagement
Revenue
The Benefits
Reduced Brand
CHurn Preference
Advocacy

10. So what are elements
of the “personal touch”
to automation?
10

11. Helpful
Increased
Engagement
Revenue
The Benefits
Reduced Brand
CHurn Preference
Advocacy

12. Helpful
Fun Human
Designed for
Responsive
Touch
Elements of
“The Personal Touch”
Understands
Reminds
Context
Engaging Recommends

13. Helpful
13

14. Important Dates Reminder Email
14

15. Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email 15

16. How-to video

17. Human
17

19. “Human” Cart
abandonment
• Real
person
• Service
tone
• 50%
conversion
rate

20. Responds to your individual behavior
20

21. Purchase Anniversary + Reorder

22. Facebook Connect: Email opt-in

23. Concert alerts
• Your tagged artists’
playing nearby,
emailed bi-weekly
• 1 of 3 campaigns, this
is the most targeted
• Affiliate encoded
direct links to buy
tickets via ticketing
partner FanSnap

24. Understands Context and Buyer Behavior
24

25. SmartPaks Cancellation Program - Confirmation

26. Cancellation Program – 7 Day Follow-Up

27. Cancellation Program – 42 Day Follow Up

28. Recommends
28

29. Leverage Other Technologies into Email
Reviews
Recommendations
Social comments

30. Review
Posted:
Recomm
endations
Review
Recommendations based
on segmentation

31. Gets You Engaged
31

32. Birthday – Tell Your Friends…

33. Messages that Remind…

34. Reorder

35. Autoship Reminder Email - #1
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed
The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate
Replace with real time
products based on
purchase behavior

36. Autoship Reminder - Email #2
• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate
Since launching the
2nd reminder email,
we are seeing
ADDITIONAL
revenue (almost
double) being
generated from this
campaign.

37. Is Fun
37

38. [get pur-suh-nl]
1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behavior.
3. Dude, lose the corporate speak.

40. Designed for the Touch
40

41. The New Design Challenge
Old mouse New mouse

42. Do Your Email’s Have the Touch?
Source: StyleCampaign.com, Litmus

43. It’s about THEM

44. Q & A / Contact Info
• Loren McDonald
Stand #1210
• lmcdonald@silverpop.com
• Twitter: @LorenMcDonald
• Google+: Loren McDonald
www.silverpop.com
Twitter: @Silverpop
www.slideshare.net/silverpop