Silverpop digital marketing launch event sao paulo brazil
description
Transcript of Silverpop digital marketing launch event sao paulo brazil
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#silverpopbr
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#silverpopbr
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#silverpopbr
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5 Behavioral Actions to Automate
Loren McDonald@LorenMcDonald#SilverpopBR
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Message Overload
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Some Consumers are Tuning Out
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Pounding isn’t the answer…
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…because hope is not a marketing strategy.
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Batch & Blast
Behavior & Automation
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Mass Marketi
ng
Behavioral
Marketing
Direct Marketi
ng
Customers are a single
audience
Customers are many little
audiences
Customers are
individuals
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Explicit data
Implicit data
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- 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
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Programs – Mass Personalization
Customer Behavior Drives the Actions
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5 Behaviors to Automate
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5 Behaviors to Automate
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Behavior #1: Join / SusbscribeAction: Onboarding Emails
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Within two months of opt-in, the open rate typically falls 20% to
25%.
Source: MarketingSherpa
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1/3 of U.S. largest retailers
Send zero welcome emails
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Single Email Welcome Email Series
Welcome emails are one of the most important emails your company will send.
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Move to onboarding based on
behavior/preferences…
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Web Tracking Behavior
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Mint.com
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Mint Welcome
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Mint Activation 1
Users who have not added their banks
after 7 days
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Mint Activation 2
Users who have not added their banks
after 14 days
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Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series
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Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
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Browse Behavior
• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email
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Browse Behavior
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Browse Behavior
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Browse Behavior
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Behavior #3: Shopping Cart AbandonmentAction = Remarketing Series
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— Multiple Sources “60–70%”
Abandoned Shopping Carts = Lost Revenue
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Up to 70% of Shopping Carts are Abandoned before Checkout
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Cart Abandonment: 1-step from revenue
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
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Up to
50%
conversion!
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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
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Message A – 1 day after
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Message B – 3 days after
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Message C – 5 days after
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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
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Behavior #4: Make A PurchaseAction = Upsell Emails
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SmartPaks Upsell EmailsCustomer orders supplements in buckets for their
horse
GOAL: Convert customer to order supplements in AutoShip SmartPaks
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SmartPaks Upsell Emails
• Focus on the most important product purchase
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SmartPaks Upsell Emails
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Behavior #5: Going InactiveAction = Automated Reengagement
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Inactive customers are painful!
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Typical Actives vs. Inactives Ratio
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Impact of Inactives
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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
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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.
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More time on the beach
You go here!
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Behavioral Marketing AutomationIs Going to Be VERY BIG!
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Q & A / Contact Information
Loren [email protected]: @LorenMcDonald
G+: +Loren McDonaldPinterest: intevation
www.slideshare.net/silverpopTwitter: @SIlverpopwww.silverpop.com
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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
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Steps in Re-Engagement Program
Evaluate for 30 days for activity, move into once a
month frequency for 6 months.
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#silverpopbr
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Como Turbinar suas Campanhas de Relacionamento
com Marketing Automation
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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
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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
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Frequência
Sequência
Comunicação de Massa
Comunicação de Relacionamento
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Conheci-mento do Cliente
Comportamento de Respostas
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Conhecimento do Cliente
Questionário de Pré-RenovaçãoQuestionário de Pré-Renovação
Modelo de PropensãoModelo de Propensão
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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
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Açõesde
Ativação
Açõesde
Retenção
Ações de Recupera-
ção
Atendi-mento
Plataforma de CRM
FERRAMENTA DE CRM E SILVERPOP
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Métricas de Resultados
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#silverpopbr
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The Mass Market ApproachCUSTOMERS ARE A SINGLE AUDIENCE
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The Segmented Audience Approach
SEGMENT 1 SEGMENT 2 SEGMENT 3
CUSTOMERS ARE MANY AUDIENCES
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Segmentation Success?
20%
Relevant
80% Irrelevant
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Sarah – Facebook – Ebook
John – Website – Product video’s
Gary – Email – Clicked Offer
The Behavioral Marketing Approach
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Behavioral Marketing Automation Demo
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SilverpopLanding
Page / Form
Static Website
@GetVision
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1st Visit
2nd Visit
@GetVision
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1st Visit
2nd Visit
{Chocolate}
{Chocolate} + {Salty Snack}
@GetVision
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Contact In Silverpop
Name Email Chocolate
[email protected] Evans Dark
Recipe Form
Social
@rlevans
Join Club Social Sign In
@GetVision
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Welcome “Hello” Program
Email with DC
@GetVision
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DC {Dark} DC {White}
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How Can You Know Someone?
Silverpop Web Tracking {Script}Silverpop Web Tracking {Script}
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Silverpop Form
(iframed) in Facebook
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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
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Profile DataProfile Data
Relational DataRelational Data
Behavioral DataBehavioral Data
Email Email
ESP BMA
Where are you Relevant?
Web
FormsSocial
@GetVision
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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
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Audiences of thousands ~ ESP Marketer
Thousands of Audiences of ONE! ~ BMA Marketer
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Thank You@Silverpop | @rlevans
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#silverpopbr
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#silverpopbr
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Plataforma de Social Infrastructure para marketing.
Integra web properties com redes sociais.
Integra com o SilverPop
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Conectando Websites com Redes Sociais
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O BANCO DE DADOS ESTÁ
NAS REDES SOCIAIS
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http://www.socialidnow.com/index.php/produtos/marketing-database
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From Mass Marketing
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To Boutique Marketing
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Visite socialidnow.com
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#silverpopbr
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#silverpopbr