1. Good Behaviours: Marketing with
Intent
5 Behavioural Actions to Automate
Antonia Edmunds, Director of Client Relationships EMEA,
Silverpop
#dmaemail
Sponsored by

2. Message Overload

3. Some Consumers are Tuning Out

4. Pounding isn’t the answer…

5. …because hope is not a marketing strategy.

6. Batch
& Blast
Behaviour&
Automation

7. Behavioural Marketing
Real-time, cross-channel, insanely
relevant campaigns to one person at a
time automatically driven by
analytics of their actions, preferences
and profiles. ~ Silverpop

8. Manual
Automated
Response Rates/
Engagement
MarketingSophistication
Behaviour-based
Messages
(Multi-Track)
Time-based Messages
(Drip, Simple Nurture)
Targeted Mailings based on Segmentation
Mass Mailing to a broad database (E-blasts)
Broadcast to Behaviour
Bto1
Individual
Messages

10. Behavioural triggered
campaigns perform 325%
better than simple blast
campaigns
(Silverpop B2B research)

11. - Visited website / product page
- Visited Blog
- Clicked to Twitter/Facebook Page
- Visited Community
- Downloaded White Paper “XYZ”
- Watched “7 Reasons” Video
- Submitted Demo Request Form
- Call Centre Conversation
- Trial software login
Examples of Behaviour

12. Customer Behaviour Drives the Actions

13. 13

14. 5 Behaviours to Automate

16. Join /
Subscribe
Browse
Abandon
Basket
Purchase
Go
Inactive
5 Behaviours
to Automate

17. Behaviour 1: Join / Subscribe
Action: Onboarding Emails

18. Within two months of
opt-in, the open rate
typically falls 20% to 25%.
Source: MarketingSherpa

19. 1/3 of U.S. largest retailers
Send zero welcome emails

20. Single Email Welcome Email Series
Welcome emails are one of the most important
emails your company will send.

21. Move to onboarding based
on behaviour/preferences…

22. Web Tracking Behaviour
?

23. Mint.com

24. Mint
Welcome

25. Mint Activation 1
Users who have not
added their banks
after 7 days

26. Mint Activation 2
Users who have not
added their banks
after 14 days

27. Behaviour 2:Web Browse Abandonment
Action = Content-Based Nurture Series

28. Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Basket Additions
Checkouts
Orders
Revenue
Units

29. Browse Behaviour
• 37.6% Open Rate
• 7.35% CTR
• $0.44 Rev/Email

30. Browse Behaviour

31. Browse Behaviour

32. Browse Behaviour

34. Behaviour 3: Shopping Basket Abandonment
Action = Remarketing Series

35. — Multiple Sources
“60–70%”
Abandoned Baskets = Lost Revenue
35
Up to 70% of Shopping Baskets are abandoned before Checkout

36. Basket Abandonment: 1-step from
revenue
Sent
Delivered
Opened
Clicked
Product Views
Basket Additions
Checkouts
Orders
Revenue
Units

37. Up to
50%
conversion!

38. Relative Volume
Abandon Cart
Emails
0.3%
Promotional
Emails
99.7%
DEMCO: Basket vs Broadcast Emails
Relative Sales
Abandon Cart
Emails
18.6%
Promotional
Emails
81.4%
High % of sales relative to volume

39. Message A – 1 day after

40. Message B – 3 days after

41. Message C – 5 days after

42. DEMCO Cart Results
Cart Email A
Day 1
Cart Email B
Day 3
Cart Email C
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

44. 44
Behaviour 4: Make A Purchase
Action = Upsell Emails

45. SmartPaks Upsell Emails
Customer orders supplements in buckets for their horse
GOAL: Convert customer to order supplements in AutoShip
SmartPaks

46. SmartPaks Upsell Emails
• Focus on the most
important product
purchase
• Suppress recipients
who convert

47. SmartPaks Upsell Emails

48. Behaviour 5: Going Inactive
Action = Automated Reengagement

49. 49
Inactive customers are painful!

50. Typical Actives vs. Inactives Ratio

51. Lost potential revenue
Inefficiencies/Reduced ROI
Fuzzy metrics
Potential reduced deliverability
Impact of Inactives

52. 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
Inactive Re-Engagement Email:
Update Profile - 1.1
Opens or clicks any
email or makes a
purchase in 75
days
Inactive Re-Engagement Email:
Pays to be Smart – 1.2
Opens or clicks any
email or makes a
purchase in 90
days
Inactive Re-Engagement Email:
10% off Order – 1.3
Exits Inactive Re-
Enagagement
Program

53. 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.

55. More time on the beach

56. Behavioural MarketingAutomation
Is Going to BeVERY BIG!

57. Q & A / Contact Information
Antonia Edmunds
aedmunds@silverpop.com
www.slideshare.net/silverpop
Twitter: @Silverpop
www.silverpop.com