Batch and blast email to behavioural marketing automation silverpop festival of marketing
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The document discusses the transition from traditional batch and blast email marketing to behavioral marketing automation, emphasizing the importance of using real-time customer behavior data to tailor communications. It highlights the need for personalized marketing strategies that create segments of one, focusing on individual customer preferences rather than a one-size-fits-all approach. The document also presents examples of successful automated email campaigns and the effectiveness of behavior-based marketing in boosting engagement and conversion rates.
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Batch and blast email to behavioural marketing automation silverpop festival of marketing
- 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