Why behavioral-based marketing is relevant to delivering multichannel communication.

1. Automating Your Email Success:
Behavior + Automation
Twitter: @KenBonifay

2. Message Overload

3. Some Consumers are Tuning Out

4. Pounding isn’t the answer, because…

5. …Hope is not an email marketing strategy.

6. …Batch and blast emails got you working late?...
…are you freaking out deadline to deadline?

8. batch and Behavior +
blast automation

9. Relevant Emails Rock!
9x
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes
$3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin,
and 2.8 million pieces of mail per month.

10. Low Volume, High ROI!
Volume of Emails sent Sales Generated
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns 59.8 %
95.9 % Batch
Batch Campaigns
Campaigns

11. Pushing the send button not required!

12. Agenda Client
Q&A
Examples
10 Behavior +
Automation
Rules

13. Explicit data
Demo-
graphics
Automation
Behavior
Implicit data

14. Behavioral 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

15. Behavioral Profile
Sandra..
- Visited website
- Visited Blog
- Clicked to Twitter Page
- Visited Community
- Downloaded White Paper “XYZ”
- Watched “7 Reasons” Video
- Submitted Demo Request Form
- Call Center Conversation
- Trial software login

16. Their Behaviors - Your Business Rules

17. Behavior Automation Outputs
• Triggered Emails
• Multi Step Programs
• Score and Rank
• Direct Mail
• Web Content
• Alerts
Call Center
CRM System
Sales Rep

18. Unified Digital Marketing Platform

19. Send Email Offer
Read “Ebook” 2 days ago
(And) Did not register for Trial

20. Have they Downloaded?
Register for Trial = Yes
(and) No open Sales Opportunity
(and) Not already a customer

21. Helpful welcome to Trial Email

22. Have they Purchased?
Have Not Purchased
(and) Trial Expires in 5 days
(and) Only logged in one time

23. Enjoying Trial – Upgrade Full?
Have Not Purchased Full Version
(and) Frequent trial user
(and) Upsell Opportunity

24. Behavior +
Automation
Overview
SmartPak
Q&A Example
Emails
10 Behavior +
Automation
Rules

25. SmartPak Email Program
40 unique
transactional and
lifecycle emails/day,
10+ promotional
emails per month
14 triggered and
transactional
programs in place

26. SmartPak Email Program
Email Volume
Transact. &
Triggered
Promotional 12%
88%
• ~1MM+ emails sent, per
month
• Email generates 30% of
all online marketing
revenue
Email Revenue
Transact. &
• Healthy transactional Triggered
and triggered email Promotional
70% 30%
program drives high
return

27. 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

28. 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.

29. Abandon Cart Next step add in
price and average
reviews
The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Next step add
in price and
average
reviews

30. Post-Purchase Review
• 2006: Home-grown product review tool
• Generic broadcast email requesting
reviews
• Gathered 5,000 customer reviews
• 2009: Bazaarvoice
• Daily triggered email
• Currently have over 50,000 product
reviews
Customer receives
Customer Orders Fed Automated email Post-Purchase Review
Customer Purchases to Silverpop triggered if query Email
(Nightly) criteria met (21 days after
purchase)

31. SmartPaks Cancellation Program - Confirmation

32. Cancellation Program – 7 Day Follow-Up

33. Cancellation Program – 42 Day Follow Up

34. SmartPaks Upsell Emails
Sent 7 days after first
NON-SmartPaks order
to upsell them into the
automatic shipment
SmartPaks.

35. SmartPak Email Metrics
Metrics Triggered/ Broadcast Difference
Transactional
Open Rate 27.6% 16.4% +68.3%
CTR 5.9% 2.9% +103.5%
CTOR 21.4% 17.7% +20.9%
Conversion Rate 14.6% 6.2% +135.8%
Unsubscribe 0.08% 0.14% -42.9%
SPAM Complaint Rate 0.04% 0.06% -33.3%
Bounce 0.63% 0.67% -6.0%

36. Behavior +
Automation
Overview
Loren’s 10
Behavior + Client
Q&A
Examples
Automation
Rules

38. 1. Solve your biggest business problem first!

39. What’s Your Fulcrum Point?
Post Sign Up
Trial
Conversions
Cart
abandonment

40. 2. Capture behavior everywhere

41. Facebook Connect: Email opt-in

42. 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

43. 3. Turn your messages into a dynamic content
platform.

44. Leverage Other Technologies into Email
Reviews
Recommendations
Social comments

45. 4. Leverage multichannel data
Email
Site visits CRM
Location
Web forms
Social Mobile
Offline

46. 5. Generate multiple follow-up messages from a
single message triggered by demographic data.

47. Don’t stop here!

48. Birthday Follow On Emails
Share
Convert
Request
Birthday Open/Click Incentive
No Action Reminder

49. 6. Think tracks and series, not one-offs.

50. Message A – 1 day after

51. Message B – 3 days after

52. Message C – 5 days after

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

54. 7. Design for the platform or message context.

55. QR Code in magazine Landing page form

56. 8. Get personal, get human

57. “Human” Cart abandonment
• Service tone
• Multiple
channel options
• Reassurance
• 50% conversion

58. 9. Just do it, fail fast

59. 10. You can leave the office earlier!

60. Behavior + Automation Rules