1. Send a Blast, Kill a Hamster
Loren McDonald
VP, Industry Relations
Silverpop
@LorenMcDonald

2. Meet
Mesocricetus auratus
(hamster)
aka your customer
@LorenMcDonald

3. How you show “hamster love”

4. 200+ annually
4 per week
1 every 1.8 days
@LorenMcDonald

5. 50
emails
44 days
@LorenMcDonald

6. Why do we
do this?

7. Because it works … and is “easy money.”
@LorenMcDonald

8. Every time an email goes ka-ching an retail marketer
gets her wings!
Every time an email dings, an email marketer gets her wings!

9. So are you headed
toward 1 email per
day on average?
@LorenMcDonald

10. That’sfine,buthaveyou
donethemath?
@LorenMcDonald

11. 11
500,000 subscribers X
4 broadcast emails per week
> (200+ emails annually)
X 0.25% unsubscribe rate
= 1250 lost per email
1250 X 200 emails
= 250,000 lost subscribers 50% of your
database = gone

12. While it works, this
batch and blast
approach is a
“hope” strategy.
@LorenMcDonald

13. Soyouhaveto
askyourself…
@LorenMcDonald

14. Do I feel
lucky?
Well do ya,
retail
marketers?

15. So remember this
cute customer?
She eventually
looks …

16. …tired and worn out.
Do you want to be known as a hamster killer!
@LorenMcDonald

17. Isn’t it time for change?
@LorenMcDonald

18. But many of us are
still marketing
like it’s
1999.
@LorenMcDonald

19. And not leveraging
current marketing
technology and
approaches.
@LorenMcDonald

20. There isaway tostop
killing hamsters …
@LorenMcDonald

21. …and generate more revenue
and send more email …
@LorenMcDonald

22. Thetime has come for…
@LorenMcDonald

23. Behavioral
Marketing
Automation
Behavior Automation Real-Time

24. It’saboutusing
Behaviortodrive
messagingcadence.
@LorenMcDonald

25. It’sabouttalkingto
eachcustomer
asanindividual.
@LorenMcDonald

26. Thegoalistocreate
segmentsofone.
@LorenMcDonald

27. Itisn’taboutBigData…
butratheractionable
dataabouteach
individualcustomer.
@LorenMcDonald

28. Andthisactionable
behavior-baseddatais
everywhere.
@LorenMcDonald

29. Likely more than 50 different behaviors

30. But this requires a
shift inthinking …

31. Centralized
Marketing Database
Individualized
Content
Automation
Engine
Social
Graph
Email
Mobile
Apps
Location
Check
In’s
Purchase
History
Forms
CRM
Video
File
Downloads
Site/Page
Visits
Blog
Visits
Support
History
Postal
Web
Moving to a centralized marketing database

32. Andfocusingonwhatthe
customerwantstobuy,
notjustwhat
wewanttosell.

33. Calendar-based Behavior-based
4 per week 50 per day
@LorenMcDonald

34. Automation
gives you
scale

35. 88%
12% Volume
Broadcast
Automated
70%
30%
Revenue
Broadcast
Automated
Low volume, high ROI
Automated Emails
4 years ago = 2% volume / 1% revenue
TodayVolume = 6X; Revenue = 30X
@LorenMcDonald

36. "To me, photography is the
simultaneous recognition, in a
fraction of a second, of the
significance of an event as well as
of a precise organization of forms
which give that event its proper
expression.”
Henri Cartier-Bresson
TheDecisive
Moment

37. So what does this “BMA”
thing look like?
I thought you’d neverask.
@LorenMcDonald

38. Marrying pre-opt-in
web behavior
with email address.
=Welcome 2.0
@LorenMcDonald

40. Home Décor pages
Loren
McDonald

41. Home Décor pages
shopperdude@email.com
Loren
McDonald
shopperdude@email.com

42. oops
Welcome!
Generic Welcome Email
First email …
“jackets”

43. Welcome!
Onboarding Email(s)
• Dynamic based on specific
category items browsed
• 3-5 emails series
• Top sellers/recommendations
• Ends with “best offer”

44. Remarketing based on
browse behavior.
@LorenMcDonald

46. Incorporates
• Offer based on loyalty
status, LCV, new customer
• Specific category items
browsed
• Top
sellers/recommendations

47. Reinventing the
birthday email.
@LorenMcDonald

48. Run-of-the-
mill birthday
email

49. Dynamic offer:
• Loyalty status
• LCV
• New customer
• Never purchased
Birthday
Email 2.0

50. …website,SMS,display,social,mobileapps…
Whoa…
Butthisjustisn’tabout email…
@LorenMcDonald

51. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Cart or wish list
@LorenMcDonald

52. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Category
recently browsed
@LorenMcDonald

53. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Replenishment
item based on
previous order
@LorenMcDonald

54. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
• Content based on app usage
• Emails or push notifications to
drive repeat usage / purchases
• Rewards program status
Lapsed store
customer offer
@LorenMcDonald

55. • Jake Rawlins
• Online & Offline
customer
• Mobile app user
Mobile App + Geo-fencing + Universal Behaviors

56. Sales associate
engages
customer based
on purchase
behavior and LCV

57. Buyer alert triggered
by geo-fencing and
use of mobile app

58. Old New
What’s it going to be?

59. 3ThingstoRemember
Behavior Automation Real-Time
@LorenMcDonald

60. Jump in – the water is warm …

61. …and paved
with gold!

62. A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content
through the most appropriate channel.

63. Silverpop is the
digital marketing platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way customers behave.

64. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop

65. Check out
www.silverpop.com
to learn how to stop
killing hamsters.
Loren McDonald
Silverpop
@LorenMcDonald
ThankYou!