Silverpop looks at the importance of using more "humanised" content in your email marketing programmes in order to better connect with customers, increase relevance and engagement and drive revenue -- with case examples from Air New Zealand, bmiBaby, King Author Flour and Gaylords.

1. Getting Personal: “Humanising” Content to Connect with Customers Twitter: @Silverpop, @rlevans

2. About Silverpop 1,400+ customers Across 38 countries 95% customer retention >2B msgs sent per month across our customer base

5. Helen

7. Marketing has changed...

8. From Push... Direct Mail, Bulk Email, Radio, TV,...

9. ...to Pull... Search, PPC, Blogs

10. ...to Engagement and Sharing Social, Conversations, Participation, User Feedback

11. Not a fad…but a way of life 750M 200M

12. Data = The Key to Creating Dialogue

13. Data in 3 forms

14. Inferred Customer DataWhat we learn by listening

15. Monitoring blogs, social networks and customer communities

16. Implicit or Behavioral DataWhat we learn by measuring

17. Email measurements

18. Website measurements

19. Explicit Customer DataWhat we learn by asking

20. Web forms Surveys Registration pages

21. Air New Zealand

30. Pre-flight emails – 69% open rate/38% click rate

31. Post-arrival emails – 62% open rate/40% click rate

32. Thousands of social media posts

35. Service tone

36. “Human”• 50% conversion rate

37. Multiple Follow Ups

38. Impact on Email Marketing

39. Old Rule: Sell the sizzle, not the steak.

40. New Rule: Educate with grilling tips, recipes and wine pairing.

41. Let Customers Do the Selling

42. bmibaby.com & Triggered Emails

44. Results CCC Promo 1.5x Open rate 1.7x Effective rate

45. Get Real. Get Human. Add Value.

47. Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.

49. Resource Centreat silverpop.com White papers Webinars Blogs Case studies Newsletters Presentations on SlideShare www.slideshare.net/Silverpop New Study: Top 100 UK Retailers Available Now