Email Automation Personal Touch Silverpop
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Email Automation Personal Touch Silverpop
- 1. Marketing Automation – Adding the Personal Touch Loren McDonald Silverpop @LorenMcDonald
- 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
- 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…
- 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.
- 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
Notes de l'éditeur
- 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.