Batch and blast email to behavioural marketing automation silverpop festival of marketing

transcript

Moving from Batch and Blast Email to Behavioral Marketing Automation

How many brands show their customers love

150+ annually 3 per week

1 every 2.3 days

@LorenMcDonald

Why do we do this?

Because it works … and is “easy money.”

@LorenMcDonald

Every time an email goes ka-‐ching an retail marketer gets her wings!

Every time an email dings, an email marketer gets her wings!

While it works, this batch and blast approach is a

“hope” strategy.

@LorenMcDonald

So you have to ask yourself …

@LorenMcDonald

Do I feel lucky?

Well do ya, email

marketers?

Isn’t it time for change?

@LorenMcDonald

But many of us are still marketing

like it’s 1999.

@LorenMcDonald

And not leveraging current marketing technology and approaches.

@LorenMcDonald

The time has come for …

@LorenMcDonald

Behavioural Marketing Automation

Behaviour Automation Real-‐Time

It’s about using Behaviour to drive messaging cadence.

@LorenMcDonald

It’s about talking to each customer as an individual.

@LorenMcDonald

The goal is to create segments of one.

@LorenMcDonald

And focusing on what the customer wants to buy,

not just what we want to sell.

It isn’t about Big Data … but rather actionable data about each

individual customer. @LorenMcDonald

And this actionable behaviour-‐based data is

everywhere.

@LorenMcDonald

Likely more than 50 different behaviours

But this requires a shift in thinking …

Capturing a customer’s behavioural clues

Listening and influence along the customer journey

Visits store

Signs up for

catalogue Signs up for email

Visits site Browses site

Downloads mobile app

Abandons cart

Does a search Buys

Centralised Marketing Database

Individualised Content

Automation Engine

Social Graph

Mobile Apps

Location

Check In’s

Purchase History

Video File Downloads

Site/Page Visits

Blog Visits

Support History

Postal

Business D

ata Moving to a centralised marketing database

Calendar-‐based Behaviour-‐based

3 per week 50 per day

@LorenMcDonald

Email Channel

Promo.onal

NewsleJers

Offers

Transac.onal

Order Shipment ConfirmaNon

Password Recovery Credit Card Failure

NoNficaNon SmartPaks Cancel ConfirmaNon

Returns NoNficaNon

Order Delivered ConfirmaNon

Delivery ConfirmaNon

Order ConfirmaNon

Lifecycle

SmartPaks Welcome

Order Reminder

Abandoned Cart

Post Purchase Review

SmartPaks Up-‐sell

Consumable Replenishment

Browse Behavior

ColiCare

+ 8 More

24 triggered and transacNonal

programs in place, ~50 unique automated mailings/day

Automation gives you

"To me, photography is the simultaneous recogniNon, in a

fracNon of a second, of the significance of an event as well as of a precise organisaNon of forms which give that event its proper

expression.”

Henri Car)er-‐Bresson

The Decisive Moment

Map your marketing programme journey

@LorenMcDonald

Map lifecycle

What markeNng programs will

help you capture new email addresses?

What markeNng programs will help

you convert prospects to customers?

What markeNng

programs will help you grow customer value?

What markeNng programs will help

you ensure customer loyalty?

What markeNng programs will

help you win back lost

customers?

Build programmes for each key step of the journey

@LorenMcDonald

A few examples and scenarios

@LorenMcDonald

Process Abandonment Remarketing

@LorenMcDonald

Thank You!

Buyer Behavior + Automation

1. Wizard Overview

2. Started Wizard

3. Completed Wizard

4. Add to Cart

5. Placed Order

Try wizard

Almost Done…

Wizard Results

Did you forget

Thank You

Why you should

3 days!1 day!

1 day! It will help you

3 days!

1 day! Custom for you

3 days!

1 day!

…. x days!

…. x days!Responding

to Website Behaviors

Supplement Wizard – Abandoned, Finished Process

•  Customer receives their results

•  > But does not add items to cart or checkout

•  40.17% Open Rate •  4.18% CTR •  $0.38 Rev/Email

Supplement Wizard – Abandoned, Did not get results

•  Customer starts the Wizard

•  > But does not get to the results page

•  44% Open Rate •  7.61% CTR •  $0.25 Rev/Email

Post-‐Purchase – Minimising Churn

@LorenMcDonald

Likelihood to churn scoring model

Subscriber

Activated their System

Annual Churn ~13%

Power User

Arms their home security system regularly Annual Churn ~8%

Notification User

Receives text/email messages for alerts in their home Annual Churn ~5%

Super User

Uses interactive services regularly Annual Churn ~1%

Remarketing based on browse behaviour.

@LorenMcDonald

Browse abandonment – Sniffing Around

From the ‘For Him’ Section

Visitor Dropped Into Automated Program

2.2% conv. rate vs 1.6% for Broadcast emails

And Served Specific Content

UncommonGoods now has eight browse remarkeNng emails

And It Works So Well…

And The Monthly Numbers…

Program Open Rate Conversion Rate Number of Emails

Broadcast 18.1% 1.6% 20,400,000

Purchase Confirm -‐-‐ 2.4% 398,000

Welcome 34.4% 1.4% 149,000

Browse Remarket 41.8% 2.2% 90,000

Cart Abandon 27.9% 23.1% 11,500

SKU Notify -‐-‐ 23.9% 8,000

3 Things to Remember

Behaviour Automation Real-‐Time

@LorenMcDonald

Old New

What’s it going to be?

The Silverpop Digital MarkeNng Plaborm

silverpop.com silverpop.com/marketing-‐resources

www.slideshare.net/silverpop Twitter.com/silverpop

Facebook.com/silverpop