Getting Personal: “Humanising” Content to Connect with Customers
Twitter: @Silverpop, @rlevans
About Silverpop1,400+ customers
Across 38 countries
95% customer retention
>2B msgs sent per month across our customer base
Helen
Marketing has changed...
From Push...
Direct Mail, Bulk Email, Radio, TV,...
...to Pull...
Search, PPC, Blogs
...to Engagement and Sharing
Social, Conversations, Participation, User Feedback
750M 200M
Not a fad…but a way of life
Data = The Key to Creating Dialogue
Data in 3 forms
•What we learn by listeningInferred
•What we learn by monitoringImplicit
•What we learn by askingExplicit
Inferred Customer DataWhat we learn by listening
Monitoring blogs, social networks and customer communities
Implicit or Behavioral DataWhat we learn by measuring
Email measurements
Opens
Clicks
Conversions
Website measurements
Pages visited
Items downloaded
Non-
conversions
Explicit Customer DataWhat we learn by asking
Web forms
Surveys
Registration
pages
Air New Zealand
Air New Zealand
“Personality Allowed” campaign yields impressive results for
Air New Zealand
Overview of Solution/Benefits• “Personality Allowed” campaign yields impressive results
•Pre-flight emails – 69% open rate/38% click rate
•Post-arrival emails – 62% open rate/40% click rate
• Thousands of social media posts• Incredibly positive feedback from customers & crew
TONE is very important!Think about HOW you
say it.
Gaylord Cart Series• 3-part series- 1st email within 1 min- 2nd after 24 hours- 3rd after 7-days
• Service tone• “Human”
• 50% conversion rate
Multiple Follow Ups
Stage Conversion Open Rate Revenue / Email
1: Real time 11% 60% $11
2: 24 hours 6% 55% $4
3: 7 days 3% 50% $3
Total 20% Average 55% Average $6
Integration
Context/Design
Humanisation
Automation / Triggers
Impact on Email Marketing
Old Rule:Sell the sizzle, not the
steak.
New Rule:Educate with grilling tips, recipes and wine pairing.
Let Customers Do the Selling
bmibaby.com & Triggered Emails
Results
Open rate
Effective rate
1.5x
1.7x
Promo CCC
Get Real.Get Human.Add Value.
“What a brilliant campaign..I think this is the
first piece of e-marketing that I have ever
received that I thoroughly read, found helpful
and actually printed out.”- -Air New Zealand customer
3-Step approach to building dialogue with data you already have available
• Leverage explicit data from opt-in forms and preference centers to know where to begin.
• Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
• Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc.
Thank you!
Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpop
www.silverpop.com
• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters
• Presentations on SlideShare– www.slideshare.net/Silverpop
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