Email Automation Personal Touch Silverpop

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Silverpop

Empresariales Tecnología

So what are elements
of the “personal touch”
to automation?

10

Helpful

Fun Human

Designed for
Responsive
Touch
Elements of
“The Personal Touch”

Understands
Reminds
Context

Engaging Recommends

Your dates trigger an email…

21 days before occasion

Personalised with name

Occasion w/ date

Coupon code

10% Off

31% CTR
Highest revenue
generating email 15

“Human” Cart
abandonment

• Real
person
• Service
tone
• 50%
conversion
rate

Responds to your individual behavior

20

Concert alerts

• Your tagged artists’
playing nearby,
emailed bi-weekly

• 1 of 3 campaigns, this
is the most targeted

• Affiliate encoded
direct links to buy
tickets via ticketing
partner FanSnap

Understands Context and Buyer Behavior

24

SmartPaks Cancellation Program - Confirmation

Leverage Other Technologies into Email

Reviews

Recommendations

Social comments

Review
Posted:
Recomm
endations
Review

Recommendations based
on segmentation

Autoship Reminder Email - #1
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed

The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate

Replace with real time
products based on
purchase behavior

Autoship Reminder - Email #2

• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate

Since launching the
2nd reminder email,
we are seeing
ADDITIONAL
revenue (almost
double) being
generated from this
campaign.

[get pur-suh-nl]

1. Marketing content that speaks
with a “human” voice.
2. Targeted, personally relevant
messaging based on consumer
preferences, demographics and
behavior.
3. Dude, lose the corporate speak.

The New Design Challenge

Old mouse New mouse

Do Your Email’s Have the Touch?

Source: StyleCampaign.com, Litmus

Q & A / Contact Info

• Loren McDonald
Stand #1210
• lmcdonald@silverpop.com
• Twitter: @LorenMcDonald
• Google+: Loren McDonald

www.silverpop.com
Twitter: @Silverpop
www.slideshare.net/silverpop

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1. Marketing Automation – Adding the Personal Touch Loren McDonald Silverpop @LorenMcDonald

2. “Human Automation”

3. The personal marketing touch

4. Birthday emails to…

5. …To Multi-step Program Tracks 5

6. What the “personal touch” is NOT! 6

7. U B G O L R Y I N G

8. The Era of Customer Control

9. Anticipation Increased Engagement Revenue The Benefits Reduced Brand CHurn Preference Advocacy

10. So what are elements of the “personal touch” to automation? 10

11. Helpful Increased Engagement Revenue The Benefits Reduced Brand CHurn Preference Advocacy

12. Helpful Fun Human Designed for Responsive Touch Elements of “The Personal Touch” Understands Reminds Context Engaging Recommends

13. Helpful 13

14. Important Dates Reminder Email 14

15. Your dates trigger an email… 21 days before occasion Personalised with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email 15

16. How-to video

17. Human 17

18.

19. “Human” Cart abandonment • Real person • Service tone • 50% conversion rate

20. Responds to your individual behavior 20

21. Purchase Anniversary + Reorder

22. Facebook Connect: Email opt-in

23. Concert alerts • Your tagged artists’ playing nearby, emailed bi-weekly • 1 of 3 campaigns, this is the most targeted • Affiliate encoded direct links to buy tickets via ticketing partner FanSnap

24. Understands Context and Buyer Behavior 24

25. SmartPaks Cancellation Program - Confirmation

26. Cancellation Program – 7 Day Follow-Up

27. Cancellation Program – 42 Day Follow Up

28. Recommends 28

29. Leverage Other Technologies into Email Reviews Recommendations Social comments

30. Review Posted: Recomm endations Review Recommendations based on segmentation

31. Gets You Engaged 31

32. Birthday – Tell Your Friends…

33. Messages that Remind…

34. Reorder

35. Autoship Reminder Email - #1 • Reminds customer of upcoming SmartPaks order • Allows customer time to make changes before order is processed The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate Replace with real time products based on purchase behavior

36. Autoship Reminder - Email #2 • 22.9% Open Rate • 6.7% CTR • $0.98 RPE • 22.8% Conv. Rate Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign.

37. Is Fun 37

38. [get pur-suh-nl] 1. Marketing content that speaks with a “human” voice. 2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior. 3. Dude, lose the corporate speak.

39.

40. Designed for the Touch 40

41. The New Design Challenge Old mouse New mouse

42. Do Your Email’s Have the Touch? Source: StyleCampaign.com, Litmus

43. It’s about THEM

44. Q & A / Contact Info • Loren McDonald Stand #1210 • lmcdonald@silverpop.com • Twitter: @LorenMcDonald • Google+: Loren McDonald www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop

Notas del editor

52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
Loren
Loren
Sent 3 days before order is scheduled to be shippedServes as a reminder to customer that they can still add one-offitems to their order and not pay additional shipping22.9% Open Rate6.7% CTR$0.98 RPE22.8% Conversion RateTO NOTE: *Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign. It does not appear that revenue from the first is beingtransferred to the 2nd.

Email Automation Personal Touch Silverpop

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