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
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
17. Behavior Automation Outputs
• Triggered Emails
• Multi Step Programs
• Score and Rank
• Direct Mail
• Web Content
• Alerts
Call Center
CRM System
Sales Rep
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)
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.
crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005
Silverpop’s Behavioral Marketing Definition. Based on their actions….. You send them a message….. On the right channel….at the right time.
Marketing Automation is centered around the individual. It is your behavioral marketing database. Which means when someone searches and goes to your site – MA will capture that along with the videos, links, and other things they interact with. Eventually when they tell you who they are – maybe when they register for a webinar. MA connects the dots between the named person and all their behaviors / interests.
Get people who’s trial is expiring in 3 days, and they haven't opened or took action on the trial expiration email I sent earlier and let’s make sure they aren't in an active discussion with the sales rep or have already purchased. You can see how technology that allows you to automate your business rules will drive more individualized content.
You cant achieve this with silo marketing technology. This is where the power and opportunity of Marketing Automation come in. Forget (for a moment) about Marketing Automation helping your sales team alignment. Marketing Automation is for you and your team. MA extends your marketing beyond email to multi channel and cross channel campaigns and automation. Allowing you to interact with customers where they are – whenever they are there with individual dialogues they want and value. This is your answering to marketing to the individual.
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.
Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
Loren
Loren
Behavioral database is aware of the behaviors – the interactions of each person with your company.