Contrary to popular reports, email is not dead; but it is changing. In this session, Silverpop will highlight the move smart marketers are making from batch and blast static email to behaviour-driven integrated marketing initiatives. Using case studies and examples that illustrate how transformed marketing initiatives are delivering amazing customer experiences including on-the-go mobile/smartphone marketing. Silverpop will share how leveraging customer behaviour from online browsing, offline activities, past purchases, app usage and more drives increased engagement and revenue. The session will also cover how to get more done using automation techniques to allow your marketing efforts to continue to run without your continuous manual effort.

1. Moving
from
Batch
and
Blast
Email
to
Behavioral
Marketing
Automation

2. How many brands show their customers love

3. 150+
annually
3
per
week
1
every
2.3
days
@LorenMcDonald

4. Why
do
we
do
this?

5. Because
it
works
…
and
is
“easy
money.”
@LorenMcDonald

6. Every
time
an
email
goes
ka-­‐ching
an
retail
marketer
gets
her
wings!
Every time an email dings, an email marketer gets her wings!

7. While
it
works,
this
batch
and
blast
approach
is
a
“hope”
strategy.
@LorenMcDonald

8. So
you
have
to
ask
yourself
…
@LorenMcDonald

9. Do
I
feel
lucky?
Well
do
ya,
email
marketers?

10. Isn’t
it
time
for
change?
@LorenMcDonald

11. But
many
of
us
are
still
marketing
like
it’s
1999.
@LorenMcDonald

12. And
not
leveraging
current
marketing
technology
and
approaches.
@LorenMcDonald

13. The
time
has
come
for
…
@LorenMcDonald

14. Behavioural
Marketing
Automation
Behaviour
Automation
Real-­‐Time

15. It’s
about
using
Behaviour
to
drive
messaging
cadence.
@LorenMcDonald

16. It’s
about
talking
to
each
customer
as
an
individual.
@LorenMcDonald

17. The
goal
is
to
create
segments
of
one.
@LorenMcDonald

18. And
focusing
on
what
the
customer
wants
to
buy,
not
just
what
we
want
to
sell.

19. It
isn’t
about
Big
Data
…
but
rather
actionable
data
about
each
individual
customer.
@LorenMcDonald

20. And
this
actionable
behaviour-­‐based
data
is
everywhere.
@LorenMcDonald

21. Likely more than 50 different behaviours

22. But
this
requires
a
shift
in
thinking
…

23. Capturing a customer’s behavioural clues

24. Listening
and
influence
along
the
customer
journey
Visits
store
Signs
up
for
catalogue
Visits
site
Signs
up
for
email
Browses
site
Downloads
mobile
app
Does
a
search
Abandons
cart
Buys

25. Moving to a centralised marketing database
Centralised
Marketing Database
Individualised
Content
Social
Graph
Automation
Engine
Email
Mobile
Apps
Location
Check
In’s
Purchase
History
Forms
CRM
Video File
Downloads
Site/Page
Visits
Blog
Visits
Support
History
Postal
Web
Mobile Geo
Business Data

26. Calendar-­‐based
Behaviour-­‐based
3
per
week
50
per
day
@LorenMcDonald

27. Email
Channel
Promo.onal
NewsleJers
Offers
Transac.onal
Order
ConfirmaNon
Order
Shipment
ConfirmaNon
Order
Delivered
ConfirmaNon
Delivery
ConfirmaNon
Password
Recovery
Credit
Card
Failure
NoNficaNon
SmartPaks
Cancel
ConfirmaNon
Returns
NoNficaNon
Lifecycle
SmartPaks
Welcome
Order
Reminder
Abandoned
Cart
SmartPaks
Up-­‐sell
Post
Purchase
Review
Consumable
Replenishment
Browse
Behavior
ColiCare
+
8
More
24
triggered
and
transacNonal
programs
in
place,
~50
unique
automated
mailings/day

28. Automation
gives
you
scale

29. The
Decisive
Moment
"To
me,
photography
is
the
simultaneous
recogniNon,
in
a
fracNon
of
a
second,
of
the
significance
of
an
event
as
well
as
of
a
precise
organisaNon
of
forms
which
give
that
event
its
proper
expression.”
Henri
Car)er-­‐Bresson

30. Map
your
marketing
programme
journey
@LorenMcDonald

31. Map lifecycle
What
markeNng
programs
will
help
you
capture
new
email
addresses?
What
markeNng
programs
will
help
you
convert
prospects
to
customers?
What
markeNng
programs
will
help
you
grow
customer
value?
What
markeNng
programs
will
help
you
ensure
customer
loyalty?
What
markeNng
programs
will
help
you
win
back
lost
customers?

32. Build programmes for each key step of the journey
@LorenMcDonald

33. A
few
examples
and
scenarios
@LorenMcDonald

34. Process
Abandonment
Remarketing
@LorenMcDonald

35. Thank
You!
Buyer
Behavior
+
Automation

36. 1.
Wizard
Overview
2.
Started
Wizard
3.
Completed
Wizard
4.
Add
to
Cart
5.
Placed
Order
Try
wizard
Almost
Done…
Why
you
should
Wizard
Results
Did
you
forget
Thank
You
1 day! 3 days!
1 day! It
will
help
you
3 days!
1 day! Custom
for
you
3 days!
1 day!
….
x days!
….
Responding
x days!
to
Website
Behaviors

37. Supplement Wizard – Abandoned, Finished Process
• Customer
receives
their
results
• >
But
does
not
add
items
to
cart
or
checkout
• 40.17%
Open
Rate
• 4.18%
CTR
• $0.38
Rev/Email

38. Supplement Wizard – Abandoned, Did not get results
• Customer
starts
the
Wizard
• >
But
does
not
get
to
the
results
page
• 44%
Open
Rate
• 7.61%
CTR
• $0.25
Rev/Email

39. Post-­‐Purchase
–
Minimising
Churn
@LorenMcDonald

40. Likelihood
to
churn
scoring
model
Subscriber
Activated
their
System
Annual
Churn
~13%
Power
User
Arms
their
home
security
system
regularly
Annual
Churn
~8%
Notification
User
Receives
text/
email
messages
for
alerts
in
their
home
Annual
Churn
~5%
Super
User
Uses
interactive
services
regularly
Annual
Churn
~1%

41. Remarketing
based
on
browse
behaviour.
@LorenMcDonald

42. Browse abandonment – Sniffing Around

43. From
the
‘For
Him’
Section

44. Visitor
Dropped
Into
Automated
Program

45. And
Served
Specific
Content
2.2%
conv.
rate
vs
1.6%
for
Broadcast
emails

46. And
It
Works
So
Well…
UncommonGoods
now
has
eight
browse
remarkeNng
emails

47. And
The
Monthly
Numbers…
Program
Open
Rate
Conversion
Rate
Number
of
Emails
Broadcast
18.1%
1.6%
20,400,000
Purchase
Confirm
-­‐-­‐
2.4%
398,000
Welcome
34.4%
1.4%
149,000
Browse
Remarket
41.8%
2.2%
90,000
Cart
Abandon
27.9%
23.1%
11,500
SKU
Notify
-­‐-­‐
23.9%
8,000

48. 3
Things
to
Remember
Behaviour
Automation
Real-­‐Time
@LorenMcDonald

49. Old
New
What’s it going to be?

50. silverpop.com
silverpop.com/marketing-­‐resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop
The
Silverpop
Digital
MarkeNng
Plaborm