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5 Behavioral Actions to Automate Loren McDonald @LorenMcDonald #SilverpopBR
5 Behavioral Actions to Automate
Loren McDonald@LorenMcDonald#SilverpopBR
Message Overload
Some Consumers are Tuning Out
Pounding isn’t the answer…
…because hope is not a marketing strategy.
Batch & Blast
Behavior & Automation
Mass Marketi
ng
Behavioral
Marketing
Direct Marketi
ng
Customers are a single
audience
Customers are many little
audiences
Customers are
individuals
Demo-graphics
Behavior
Automation
Explicit data
Implicit data
- Visited website- Visited Blog- Clicked to Twitter Page- Visited Community- Downloaded White Paper “XYZ”- Watched “7 Reasons” Video- Submitted Demo Request Form- Call Center Conversation- Trial software login
Examples of Behavior
Programs – Mass Personalization
Customer Behavior Drives the Actions
5 Behaviors to Automate
Join / Subscribe
Browse
Abandon CartPurchase
Go Inactive
5 Behaviors to Automate
Behavior #1: Join / SusbscribeAction: Onboarding Emails
Within two months of opt-in, the open rate typically falls 20% to
25%.
Source: MarketingSherpa
1/3 of U.S. largest retailers
Send zero welcome emails
Single Email Welcome Email Series
Welcome emails are one of the most important emails your company will send.
Move to onboarding based on
behavior/preferences…
Web Tracking Behavior
?
Mint.com
Mint Welcome
Mint Activation 1
Users who have not added their banks
after 7 days
Mint Activation 2
Users who have not added their banks
after 14 days
Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series
Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse Behavior
• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
Browse Behavior
Browse Behavior
Browse Behavior
Behavior #3: Shopping Cart Abandonment
Action = Remarketing Series
— Multiple Sources “60–70%”
Abandoned Shopping Carts = Lost Revenue
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Up to 70% of Shopping Carts are Abandoned before Checkout
Cart Abandonment: 1-step from revenue
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Up to
50%
conversion!
Relative VolumeAbandon Cart
Emails0.3%
Promotional Emails99.7%
DEMCO: Cart vs Broadcast Emails
Relative Sales
Abandon Cart Emails18.6%
Promotional Emails81.4%
High % of sales relative to volume
Message A – 1 day after
Message B – 3 days after
Message C – 5 days after
DEMCO Cart Results
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAG
E
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate
22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
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Behavior #4: Make A PurchaseAction = Upsell Emails
SmartPaks Upsell EmailsCustomer orders supplements in buckets for their
horse
GOAL: Convert customer to order supplements in AutoShip SmartPaks
SmartPaks Upsell Emails
• Focus on the most important product purchase
SmartPaks Upsell Emails
Behavior #5: Going InactiveAction = Automated Reengagement
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Inactive customers are painful!
Typical Actives vs. Inactives Ratio
Lost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
Impact of Inactives
Inactive Re-Engagement
• Goal: Reactivate customers before they become inactive
• Results:• Open Rate – 5.6%• CTR – 0.5%
Email recipient does not open,
click or purchase in 45 days
Inactive Re-Engagement Email: Update Profile - 1.1
Opens or clicks any email or makes a
purchase in 75 days
Inactive Re-Engagement Email: Pays to be Smart – 1.2
Opens or clicks any email or makes a
purchase in 90 days
Inactive Re-Engagement Email: 10% off Order – 1.3
Exits Inactive Re-Enagagement
Program
Inactive Re-Engagement
Day 45: “Help Us Serve You Better”
Day 75: “It Pays to be Smart”
Day 90: “We Miss You! Come Back and Save 10%”
Evaluate for 30 days for activity, move into once a month frequency for 6 months.
More time on the beach
You go here!
Behavioral Marketing AutomationIs Going to Be VERY BIG!
Q & A / Contact Information
Loren [email protected]: @LorenMcDonald
G+: +Loren McDonaldPinterest: intevation
www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com
