5 behavioral actions to automate silverpop behavioral marketing automation
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Presented at Silverpop's launch event in Sao Paulo, Brazil on October 24, 2012. I quick over view of behavioral marketing automation and examples of 5 customer/prospect behaviors that can drive automated marketing programs.
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5 behavioral actions to automate silverpop behavioral marketing automation
- 1. 5 Behavioral Actions to Automate Loren McDonald @LorenMcDonald #SilverpopBR
- 3. Some Consumers are Tuning Out
- 4. Pounding isn’t the answer…
- 5. …because hope is not a marketing strategy.
- 6. Batch & Blast Behavior & Automation
- 7. Mass Direct Behavioral Marketing Marketing Marketing Customers Customers Customers are a single are many are audience little individuals audiences
- 8. Explicit data Demo- graphics Automation Behavior Implicit data
- 9. Examples of Behavior - 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
- 10. Customer Behavior Drives the Actions
- 11. 5 Behaviors to Automate
- 13. Join / Subscribe Go Browse Inactive 5 Behaviors to Automate Abandon Purchase Cart
- 14. Behavior #1: Join / Susbscribe Action: Onboarding Emails
- 15. Within two months of opt-in, the open rate typically falls 20% to 25%. Source: MarketingSherpa
- 16. 1/3 of U.S. largest retailers Send zero welcome emails
- 17. Single Email Welcome Email Series Welcome emails are one of the most important emails your company will send.
- 18. Move to onboarding based on behavior/preferences…
- 20. Mint.com
- 21. Mint Welcome
- 22. Mint Activation 1 Users who have not added their banks after 7 days
- 23. Mint Activation 2 Users who have not added their banks after 14 days
- 24. Behavior #2: Web Browse Abandonment Action = Content-Based Nurture Series
- 25. Browse Abandonment: Expressing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
- 26. Browse Behavior • 37.6% Open Rate • 7.35% CTR • $0.44 Rev/Email
- 27. Browse Behavior
- 28. Browse Behavior
- 29. Browse Behavior
- 30. Behavior #3: Shopping Cart Abandonment Action = Remarketing Series
- 31. Abandoned Shopping Carts = Lost Revenue Up to 70% of Shopping Carts are Abandoned before Checkout ―60–70%‖ — Multiple Sources 31
- 32. Cart Abandonment: 1-step from revenue Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
- 34. DEMCO: Cart vs Broadcast Emails High % of sales relative to volume Relative Volume Relative Sales Abandon Cart Abandon Cart Emails Emails 0.3% 18.6% Promotional Emails Promotional 99.7% Emails 81.4%
- 35. Message A – 1 day after
- 36. Message B – 3 days after
- 37. Message C – 5 days after
- 38. DEMCO Cart Results Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAGE 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
- 39. Behavior #4: Make A Purchase Action = Upsell Emails 39
- 40. SmartPaks Upsell Emails Customer orders supplements in buckets for their horse GOAL: Convert customer to order supplements in AutoShip SmartPaks
- 41. SmartPaks Upsell Emails • Focus on the most important product purchase
- 43. Behavior #5: Going Inactive Action = Automated Reengagement
- 44. Inactive customers are painful! 44
- 45. Typical Actives vs. Inactives Ratio
- 46. Impact of Inactives Lost potential revenue Inefficiencies/Reduced ROI Fuzzy metrics Potential reduced deliverability
- 47. Inactive Email recipient does not open, click or purchase in Re-Engagement 45 days Inactive Re-Engagement Email: Update Profile - 1.1 • Goal: Reactivate customers Opens or clicks any email or makes a purchase in 75 before they become inactive days • Results: • Open Rate – 5.6% • CTR – 0.5% Inactive Re-Engagement Email: Pays to be Smart – 1.2 Exits Inactive Re- Enagagement Program Opens or clicks any email or makes a purchase in 90 days Inactive Re-Engagement Email: 10% off Order – 1.3
- 48. Inactive Re-Engagement Day 45: “Help Us Day 75: “It Pays to Serve You Better” be Smart” Evaluate for 30 days for activity, Day 90: “We Miss move into once a month You! Come Back frequency for 6 months. and Save 10%”
- 49. More time on the beach
- 50. Behavioral Marketing Automation Is Going to Be VERY BIG!
- 51. Q & A / Contact Information Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald G+: +Loren McDonald Pinterest: intevation www.slideshare.net/silverpop Twitter: @Silverpop www.silverpop.com
Editor's Notes
- At Silverpop our strategy is to partner with our marketersto move them from Batch and Blast to Behavior and Automation.
- Regardless of where you are at with your marketing silverpops product makes to move towards the right. You may be doing mass marketing or batch and blast – or direct doing segmentation and then send – but with silverpops automated messaging engine and rich customer insight you can get messages to each individual when they want it. Marketing is evolving, the power has shifted to the customer, they have access to more information than ever before and are taking control of the sales cycle. Marketers need to change and change their way of thinking, it is no longer about “telling” the customer, it is about “listening” to the customerWe at Silverpop believe that Marketers need a new plan - A new marketing model – and new tactics and technologyToday we want to open your mind to a more powerful form of marketing – Give you starting first principles to succeed – Tools and tactics that will empower you.
- Marketing Automation is centered around the individual. It is your behavioral marketing database. Which means when someone searches and goes to your site – MA will capture that along with the videos, links, and other things they interact with. Eventually when they tell you who they are – maybe when they register for a webinar. MA connects the dots between the named person and all their behaviors / interests.
- 1. What is Mint.com? – Online personal finance solution. Add your account details (logins/pswds), see all finances in one place. Budgets, goals, bill reminders2. Founded in 2005 by Aaron Patzer after frustrated with Quicken. - Breakthrough technology – automatic categorization, savings algorithm3. Launched public beta in 2007 – 500K users in year 1Acquired by Intuit (makers of Quicken, TurboTax, Quickbooks) in 2009Continuous innovation – mobile appsOther: Known for simple user interface. Received accolades from Money, PC Magazine, Time, New York Times. Over 7M users.
- CTR doubled. 3.5% to 7%Imagery shows what Mint is5 easy-to-read bullets reinforcing value propHeader – reinforcing securityFooter – mobile and social
- ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
- ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.