email marketing automation
Post on 09-May-2015
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Automating Your Email Success- Behavior + Automation
Twitter: @LorenMcDonald
Loren McDonaldVP, Industry Relations – Silverpop
Message Overload
Some Consumers are Tuning Out
Pounding isn’t the answer, because…
…Hope is not an email marketing strategy.
…are you freaking out deadline to deadline?
…Batch and blast emails got you working late?...
ToFrom
batch and blast
Behavior + automation
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
Low Volume, High ROI!
59.8 %Batch Campaigns
40.2%Triggered
Campaigns95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
Pushing the send button not required!
Agenda
Behavior + Automation
Overview
Client Examples
10 Behavior + Automation
Rules
Q & A
Demo-graphics
Behavior
Automation
Explicit data
Implicit data
Behavioral MarketingReal-time, cross-channel, insanelyrelevant campaigns to one person at atime automatically driven byanalytics of their actions, preferencesand profiles. ~ Silverpop
Sandra..- 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
Behavioral Profile
Their Behaviors - Your Business Rules
• Triggered Emails• Multi Step Programs• Score and Rank• Direct Mail• Web Content• Alerts
Call Center CRM System Sales Rep
Behavior Automation Outputs
Unified Digital Marketing Platform
Programs – Mass Personalization
Send Email Offer
Read “Ebook” 2 days ago(And) Did not register for Trial
Programs – Mass Personalization
Have they Downloaded?
Register for Trial = Yes (and) No open Sales Opportunity(and) Not already a customer
Programs – Mass Personalization
Helpful welcome to Trial Email
Programs – Mass Personalization
Have they Purchased?
Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time
Programs – Mass Personalization
Enjoying Trial – Upgrade Full?
Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity
SmartPakExample
Emails
Behavior + Automation
Overview
Client Examples
10 Behavior + Automation
Rules
Q & A
SmartPak Email Program
40 unique transactional and
lifecycle emails/day, 10+ promotional emails per month
14 triggered and transactional
programs in place
SmartPak Email Program
• ~1MM+ emails sent, per month
• Email generates 30% of all online marketing revenue
• Healthy transactional and triggered email program drives high return
Transact. & Trig-gered 12%
Promo-tional 88%
Email Volume
Transact. & Trig-
gered 30%
Promo-tional 70%
Email Revenue
Autoship Reminder Email - #1• Reminds customer of upcoming SmartPaks
order• Allows customer time to make changes
before order is processed
The results:• 36% open rate• 13% click-through rate• $1.39 revenue-per-email• 18%+ conversion rate
Replace with real time products based on purchase behavior
Autoship Reminder - Email #2
• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate
Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign.
Abandon Cart
Next step add in price and
average reviews
The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Next step add in price and average
reviews
Post-Purchase Review• 2006: Home-grown product review tool
• Generic broadcast email requesting reviews
• Gathered 5,000 customer reviews
• 2009: Bazaarvoice • Daily triggered email• Currently have over 50,000 product
reviews
Customer PurchasesCustomer Orders Fed
to Silverpop (Nightly)
Automated email triggered if query
criteria met
Customer receives Post-Purchase Review
Email(21 days after
purchase)
SmartPaks Cancellation Program - Confirmation
Cancellation Program – 7 Day Follow-Up
Cancellation Program – 42 Day Follow Up
SmartPaks Upsell Emails
Sent 7 days after first NON-SmartPaks order to upsell them into the automatic shipment SmartPaks.
SmartPak Email Metrics
Metrics Triggered/Transactional
Broadcast Difference
Open Rate 27.6% 16.4% +68.3%
CTR 5.9% 2.9% +103.5%
CTOR 21.4% 17.7% +20.9%
Conversion Rate 14.6% 6.2% +135.8%
Unsubscribe 0.08% 0.14% -42.9%
SPAM Complaint Rate 0.04% 0.06% -33.3%
Bounce 0.63% 0.67% -6.0%
Behavior + Automation
Overview
Client Examples
10 Behavior + Automation
Rules
Q & A
Loren’s 10 Behavior +
Automation Rules
1. Solve your biggest business problem first!
What’s Your Fulcrum Point?
Cart abandonment
Trial Conversions
Post Sign Up
2. Capture behavior everywhere
Facebook Connect: Email opt-in
Concert alerts
• Your tagged artists’ playing nearby, emailed bi-weekly
• 1 of 3 campaigns, this is the most targeted
• Affiliate encoded direct links to buy tickets via ticketing partner FanSnap
3. Turn your messages into a dynamic content platform.
Leverage Other Technologies into Email
Reviews
Recommendations
Social comments
Social
Site visits CRM
Web formsLocation
OfflineMobile
4. Leverage multichannel data
5. Generate multiple follow-up messages from a single message triggered by demographic data.
Don’t stop here!
Birthday Follow On Emails
Birthday
Convert Share Request
Open/Click Incentive
No Action Reminder
6. Think tracks and series, not one-offs.
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
7. Design for the platform or message context.
QR Code in magazine Landing page form
8. Get personal, get human
• Service tone• Multiple channel options• Reassurance• 50% conversion
“Human” Cart abandonment
9. Just do it, fail fast
10. You can leave the office earlier!
Behavior + Automation Rules
Q & A / Contact Information
• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonald• G+: +Loren McDonald• Pinterest: intevation
www.slideshare.net/silverpopTwitter: @SIlverpopwww.silverpop.com
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