Getting Personal: “Humanising” Content to Connect with Customers

Twitter: @Silverpop, @rlevans

About Silverpop1,400+ customers

Across 38 countries

95% customer retention

>2B msgs sent per month across our customer base

Helen

Marketing has changed...

From Push...

Direct Mail, Bulk Email, Radio, TV,...

...to Pull...

Search, PPC, Blogs

...to Engagement and Sharing

Social, Conversations, Participation, User Feedback

750M 200M

Not a fad…but a way of life

Data = The Key to Creating Dialogue

Data in 3 forms

•What we learn by listeningInferred

•What we learn by monitoringImplicit

•What we learn by askingExplicit

Inferred Customer DataWhat we learn by listening

Monitoring blogs, social networks and customer communities

Implicit or Behavioral DataWhat we learn by measuring

Email measurements

Opens

Clicks

Conversions

Website measurements

Pages visited

Items downloaded

Non-

conversions

Explicit Customer DataWhat we learn by asking

Web forms

Surveys

Registration

pages

Air New Zealand

Air New Zealand

“Personality Allowed” campaign yields impressive results for

Air New Zealand

Overview of Solution/Benefits• “Personality Allowed” campaign yields impressive results

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

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

• Thousands of social media posts• Incredibly positive feedback from customers & crew

TONE is very important!Think about HOW you

say it.

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

• Service tone• “Human”

• 50% conversion rate

Multiple Follow Ups

Stage Conversion Open Rate Revenue / Email

1: Real time 11% 60% $11

2: 24 hours 6% 55% $4

3: 7 days 3% 50% $3

Total 20% Average 55% Average $6

Integration

Context/Design

Humanisation

Automation / Triggers

Impact on Email Marketing

Old Rule:Sell the sizzle, not the

steak.

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

Let Customers Do the Selling

bmibaby.com & Triggered Emails

Results

Open rate

Effective rate

1.5x

1.7x

Promo CCC

Get Real.Get Human.Add Value.

“What a brilliant campaign..I think this is the

first piece of e-marketing that I have ever

received that I thoroughly read, found helpful

and actually printed out.”- -Air New Zealand customer

3-Step approach to building dialogue with data you already have available

• Leverage explicit data from opt-in forms and preference centers to know where to begin.

• Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.

• Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc.

Thank you!

Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpop

www.silverpop.com

• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters

• Presentations on SlideShare– www.slideshare.net/Silverpop

New Study: Top 100 UK Retailers Available Now