The document discusses the evolution of marketing from traditional push methods to engagement-driven strategies, emphasizing the importance of humanizing content to connect with customers. It highlights successful campaigns, such as Air New Zealand's 'personality allowed', showcasing impressive open and click rates, and suggests a three-step approach to building dialogue using customer data. The key is to leverage various forms of customer data to inform messaging and improve engagement.

1. Getting Personal: “Humanising” Content to Connect with CustomersTwitter: @Silverpop, @rlevans

2. About Silverpop 1,400+ customers Across 38 countries 95% customer retention >2B msgs sent per month across our customer base

5. Helen

7. Marketing has changed...

8. From Push...Direct Mail, Bulk Email, Radio, TV,...

9. ...to Pull...Search, PPC, Blogs

10. ...to Engagement and SharingSocial, Conversations, Participation, User Feedback

11. Not a fad…but a way of life750M 200M

12. Data = The Key to Creating Dialogue

13. Data in 3 forms

14. Inferred Customer DataWhat we learn by listening

15. Monitoring blogs, social networks and customer communities

16. Implicit or Behavioral DataWhat we learn by measuring

17. Email measurements

18. Website measurements

19. Explicit Customer DataWhat we learn by asking

20. Web formsSurveysRegistration pages

21. Air New Zealand

29. Air New Zealand“Personality Allowed” campaign yields impressive results for Air New ZealandOverview of Solution/Benefits“Personality Allowed” campaign yields impressive results

30. Pre-flight emails – 69% open rate/38% click rate

31. Post-arrival emails – 62% open rate/40% click rate

32. Thousands of social media posts

33. Incredibly positive feedback from customers & crew TONE is very important!Think about HOW you say it.

34. Gaylord Cart Series 3-part series- 1st email within 1 min- 2nd after 24 hours 3rd after 7-days

35. Service tone

36. “Human”• 50% conversion rate

37. Multiple Follow Ups

38. Impact on Email Marketing

39. Old Rule:Sell the sizzle, not the steak.

40. New Rule:Educate with grilling tips, recipes and wine pairing.

41. Let Customers Do the Selling

42. bmibaby.com & Triggered Emails

44. ResultsCCCPromo1.5xOpen rate1.7xEffective rate