email marketing automation

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


Have they Downloaded?

Register for Trial = Yes (and) No open Sales Opportunity(and) Not already a customer


Helpful welcome to Trial Email


Have they Purchased?

Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time


Enjoying Trial – Upgrade Full?

Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity

SmartPakExample

Emails


Overview

Client Examples


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%


Overview

Client Examples


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

Email

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• [email protected]• Twitter: @LorenMcDonald• G+: +Loren McDonald• Pinterest: intevation

www.slideshare.net/silverpopTwitter: @SIlverpopwww.silverpop.com