dma behavioural marketing -marketing with intent -antonia edmunds - presentation
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Good Behaviours: Marketing with
Intent
5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,
Silverpop
#dmaemail
Sponsored by
Message Overload
Some Consumers are Tuning Out
Pounding isn’t the answer…
…because hope is not a marketing strategy.
Batch & Blast
Behaviour & Automation
Behavioural Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time automatically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop
Manual
Automated
Response Rates/Engagement
Ma
rket
ing
So
ph
isti
cati
on
Behaviour-basedMessages(Multi-Track)
Time-based Messages(Drip, Simple Nurture)
Targeted Mailings based on Segmentation
Mass Mailing to a broad database (E-blasts)
Broadcast to Behaviour
Bto1IndividualMessages
Behavioural triggered campaigns perform 325%better than simple blast campaigns
(Silverpop B2B research)
- Visited website / product page- Visited Blog- Clicked to Twitter/Facebook Page- Visited Community- Downloaded White Paper “XYZ”- Watched “7 Reasons” Video- Submitted Demo Request Form- Call Centre Conversation- Trial software login
Examples of Behaviour
Programs – Mass Personalization
Customer Behaviour Drives the Actions
13
5 Behaviours to Automate
Join / Subscribe
Browse
Abandon Basket
Purchase
Go Inactive
5 Behavioursto Automate
Behaviour 1: Join / Subscribe
Action: 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 behaviour/preferences…
Web Tracking Behaviour
?
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
Behaviour 2: Web Browse AbandonmentAction = Content-Based Nurture Series
Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Basket Additions
Checkouts
Orders
Revenue
Units
Browse Behaviour
• 37.6% Open Rate
• 7.35% CTR
• $0.44 Rev/Email
Browse Behaviour
Browse Behaviour
Browse Behaviour
Behaviour 3: Shopping Basket Abandonment
Action = Remarketing Series
— Multiple Sources
“60–70%”
Abandoned Baskets = Lost Revenue
35
Up to 70% of Shopping Baskets are abandoned before Checkout
Basket Abandonment: 1-step from revenue
Sent
Delivered
Opened
Clicked
Product Views
Basket Additions
Checkouts
Orders
Revenue
Units
Up to
50%conversion!
Relative Volume
Abandon Cart
Emails
0.3%
Promotional
Emails
99.7%
DEMCO: Basket vs Broadcast Emails
Relative Sales
Abandon Cart
Emails
18.6%
Promotional
Emails
81.4%
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 A
Day 1
Cart Email B
Day 3
Cart Email C
Day 5 AVERAGE
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
44
Behaviour 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
• Suppress recipients who convert
SmartPaks Upsell Emails
Behaviour 5: Going Inactive
Action = Automated Reengagement
49
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
Behavioural Marketing AutomationIs Going to Be VERY BIG!
Q & A / Contact Information
Antonia Edmunds
www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com