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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 McDonaldlmcdonald@silverpop.comTwitter: @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

richard@gmail.comRichard 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

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#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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