silverpop digital marketing launch event sao paulo brazil
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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
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
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 AbandonmentAction = Remarketing Series
— Multiple Sources “60–70%”
Abandoned Shopping Carts = Lost Revenue
34
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 B
Day 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
42
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
47
Inactive customers are painful!
Typical Actives vs. Inactives Ratio
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
Email recipient does not open,
click or purchase in 45 days
Inactive Re-Engagement Email: Update Profile - 1.1
Inactive Re-Engagement Email: Update Profile - 1.1
Opens or clicks any email or makes a
purchase in 75 days
Opens or clicks any email or makes a
purchase in 75 days
Inactive Re-Engagement Email: Pays to be Smart – 1.2
Inactive Re-Engagement Email: Pays to be Smart – 1.2
Opens or clicks any email or makes a
purchase in 90 days
Opens or clicks any email or makes a
purchase in 90 days
Inactive Re-Engagement Email: 10% off Order – 1.3
Inactive Re-Engagement Email: 10% off Order – 1.3
Exits Inactive Re-Enagagement
Program
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
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
9x
Steps in Re-Engagement Program
Evaluate for 30 days for activity, move into once a
month frequency for 6 months.
#silverpopbr
Como Turbinar suas Campanhas de Relacionamento
com Marketing Automation
Souza Aranha
♦ A Souza Aranha desenvolveu inúmeros projetos de sucesso para as mais diversas categorias, entre eles o pioneiro Smiles para a VARIG e o High Sorgs para a Microsoft (*).
♦ É pioneira em Marketing de Relacionamento e CRM no Brasil.
♦ Foi escolhida como a Agência de CRM do Ano - Prêmio ABEMD em 2009.
♦ Uma das consultorias de Marketing de Relacionamento e CRM Uma das consultorias de Marketing de Relacionamento e CRM com maior experiência no Mercado Brasileiro.com maior experiência no Mercado Brasileiro.
(*) Programa de Relacionamento dirigido à prospecção de 220 mil pequenas e médias empresas.
1982-20121982-2012
Aquisição Rentabilização
Ativação Recuperação
Retenção
multi-buyerprospect single-buyer inativo
Longevidade
$
tempo
Road Map Souza AranhaRoad Map Souza Aranha
Ciclo de Vida do ClienteCiclo de Vida do Cliente
Frequência
Sequência
Comunicação de Massa
Comunicação de Relacionamento
Conheci-mento do Cliente
Comportamento de Respostas
Conhecimento do Cliente
Questionário de Pré-RenovaçãoQuestionário de Pré-Renovação
Modelo de PropensãoModelo de Propensão
Questionário
Telemarketing
Formulários Progressivos
RespostaSIM
Aceitou
Não aceitou
MonitoramentoVAI PENSAR
Envio Mala 1A, 1B, 1CRenovação
Envio Mala 2D10
Régua de Renovação
NÃO
Banco de Dados
Análise junto a BIModelo de Propensão
e SegmentaçãoModelo
de Propensão
Recuperação
Automação de Marketing
Açõesde
Ativação
Açõesde
Retenção
Ações de Recupera-
ção
Atendi-mento
Plataforma de CRM
FERRAMENTA DE CRM E SILVERPOP
Métricas de Resultados
#silverpopbr
The Mass Market ApproachCUSTOMERS ARE A SINGLE AUDIENCE
The Segmented Audience Approach
SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY AUDIENCES
Segmentation Success?
20%
Relevant
80% Irrelevant
Sarah – Facebook – Ebook
John – Website – Product video’s
Gary – Email – Clicked Offer
The Behavioral Marketing Approach
Behavioral Marketing Automation Demo
SilverpopLanding
Page / Form
Static Website
@GetVision
1st Visit
2nd Visit
@GetVision
1st Visit
2nd Visit
{Chocolate}
{Chocolate} + {Salty Snack}
@GetVision
Contact In Silverpop
Name Email Chocolate
[email protected] Evans Dark
Recipe Form
Social
@rlevans
Join Club Social Sign In
@GetVision
Welcome “Hello” Program
Email with DC
@GetVision
DC {Dark} DC {White}
How Can You Know Someone?
Silverpop Web Tracking {Script}Silverpop Web Tracking {Script}
Silverpop Form
(iframed) in Facebook
Where is your Marketing relationship?
Name: Richard EvansEmail: revans@silverpop
Name: Richard EvansEmai: revans@silverpopSocial: @rlevansWeb: cookie {GUID}CRM: TT66E78YEB654Address:123 Main St
Atlanta, GA 30301SMS: 404.867.5309Devices: iPhone, Laptop
ESP BMA
@GetVision
Profile DataProfile Data
Relational DataRelational Data
Behavioral DataBehavioral Data
Email Email
ESP BMA
Where are you Relevant?
Web
FormsSocial
@GetVision
Profile DataProfile Data
Relational DataRelational Data
Behavioral DataBehavioral Data
Query
Large Audience
Click Send
ESP BMA
When are you Relevant?
Query
Large Audience
Listening for live Behaviors
Individual Messaging
Email Web Content
@GetVision
Audiences of thousands ~ ESP Marketer
Thousands of Audiences of ONE! ~ BMA Marketer
Thank You@Silverpop | @rlevans
#silverpopbr
#silverpopbr
Plataforma de Social Infrastructure para marketing.
Integra web properties com redes sociais.
Integra com o SilverPop
Conectando Websites com Redes Sociais
O BANCO DE DADOS ESTÁ
NAS REDES SOCIAIS
http://www.socialidnow.com/index.php/produtos/marketing-database
From Mass Marketing
To Boutique Marketing
Visite socialidnow.com
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#silverpopbr