Talk to Me Like You Know Me - Leveraging customer insights


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The second in the inSparq Social Commerce Accelerator Series, SailThru discusses personalizing web & email conversations to keep customers engaged with your company. Along with Cassie Lancelloti-Young from High Table, Michae Hershfield, VP of Strategic Partnerships, presents his findings of the relevance of email marketing.

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Talk to Me Like You Know Me - Leveraging customer insights

  1. 1. ‘Talk to Me Like You Know Me’Leveraging customer insights topersonalize web & email conversations MAY 18, 2012 1
  2. 2. What is SailThru?Sailthru provides next generation technology thatsignificantly increases customer engagementand loyalty by focusing on the individual – acrossplatforms.Leading publishers and eCommerce companiesuse Sailthru because our solutions yield betterresults, are reliable, flexible and fully automated. 2
  3. 3. Our Clients 3
  4. 4. Our Solutions Customer Insights & Analytics. Collect interest and behavioral profiles at the individual level. We help you analyze data including engagement, geolocation, devices used, pages read, product and topic interests, or purchases made. Cross-Platform Personalization. 100% behaviorally targeted email and onsite recommendations. We match your content with each user’s unique interests, and can send real-time messages specifically tailored to them in seconds. Automation. You create the content; our system does the rest. It selects the right offer based on each user’s interests, provides fresh content to users, decides in what order to send the messages, and more. 4
  5. 5. USER 1EmailOne send. Custom content for eachuser. • Content populates at time of send. USER 2 • Dynamic segments update as users’ behaviors change. • Automated list send prioritization based on user engagement to increase deliverability • Direct ISP relationships. USER 3 • Industry-leading send times 5
  6. 6. On-Site RecommendationsCustomizable recommendationdesign. • Elegant slider bar. • Full or partially personalized "Your News" web pages. • Only displays content not yet consumed. Click Rate Over Time Personalized Overall Non-Personalized 6
  7. 7. ResultsWe have a proven track record of increasingengagement and customer lifetime value becausewe use the power of automation to focus on theindividual user.Our clients commonly see:8x 3-5x Increase in open 200% Increase in pageviews 12.3%Extension in Increase incustomer and click rates revenue per userlifetime value 7
  8. 8. Email & SocialCommerce: gettingdown to relevance 8
  9. 9. Email was the original social channel. and… It’s still alive. 9
  10. 10. In fact, it makes social media (and commerce) more effective. Email List Building Fan Building Content Sharing Social 10
  11. 11. Email ListBuildingSocial 11
  12. 12. Email FanBuildingSocial 12
  13. 13. EmailContentSharingSocial 13
  14. 14. So What’s Missing? Email ??? Social 14
  15. 15. Engagement EmailThe half life of a... • Tweet 2.8 hrs Engage • Facebook 3.2 hrs • Email 3.4 hrs Social 15
  16. 16. Focus on the drivers… Purchase Share ENGAGEMENT RELEVANCE 16
  17. 17. Know Your Users… DATA is key to engaging your customers in a scalable way: COLLECT IT at the individual level LINK IT across channels ACTION IT in real time 17
  18. 18. Respect Your Users… LISTEN to where and when they respond to you TRANSLATE it into meaningful actions RESPOND to each individual appropriately 18
  19. 19. Use All Channels… TREAT customers holistically by talking with them across channels. LEVERAGE email, website, mobile and social together GIVE them a reason to come back 19
  20. 20. Give Them Fresh Content…Newsletter Homepage Recommendations 20
  21. 21. Make everymessage count toevery individual acrossdigital channels. 21