Best friend brands

Best Friend Brands:

Rhett Thompson@rhettu

Getting Your Message Into The Circle of Trust

Rhett Thompson

Rhett Thompson founded CoreMotives, an IBM marketing automation company with over 2000 installations across 45 countries.

From brand awareness to customer acquisition and retention, Rhett has led some of the world's top organizations, like Microsoft, WeightWatchers, PwC and Bluetooth in their quest for improved marketing techniques that drive revenue and brand recognition. rhett.thompson@us.ibm.com

@rhettuTwitter: @Silverpopwww.silverpop.com

Let’s get started

Evolutionary psychologist Robin Dunbar found a

correlation between primate brain size and

average social group size

Dunbar’s Number

150

The True Inner Circle

Best Friend Brands

5

Always Opens

What Does Top 5 Mean?

Massively Multichannel

Repeat Customer

Beyond Transactions

R1 + F1 + M1

Super

Fans

Retail Customers

The Survey

4000

Two Unyielding Truths

1)Relevan

ce 2)Trust

ABSOLUTELY

Will They Buy on First Touch?

71%are more likely to buy based on tailored content

open based on

brand trust

How Important is Trust?

64%70%

61%65%

And the Penalty is Very Real

34%left messages unopened when volume was too high

Email is Always Welcome

14%worldwide said email wasn’t an important channel

8%In the US and UK, the number drops to

Why Focus So Hard

55%of all email received is opened

3 purchases over 3 months

My Best Friend Brands

#1: Every Day, All Day

15

#2: A Web Builder’s Dream

16

#3: My Most BFB Retailer

17

#4: Some Guys Even Dress Themselves

18

#5: Based on User Actions

19

Behind the Curtain With Two Ecommerce Retailers…

Browse Abandonment: Expressing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Conversion

Shoes

HimHer

Cart Abandonment• Low volume• High conversion

Browse & Process Abandonment• High volume• Lower conversion

{

{

Email Remarketing for Fun & Profit!

From the ‘For Him’ Section

Visitor Dropped Into Automated Program

2.2% conv. rate vs 1.6% for Broadcast emails

And Served Specific Content

UncommonGoods now has eight browse remarketing emails

And It Works So Well…

And The Monthly Numbers…Program Open Rate Conversion Rate Number of

Emails

Broadcast 18.1% 1.6% 20,400,000

Purchase Confirm

-- 2.4% 398,000

Welcome 34.4% 1.4% 149,000

Browse Remarket

41.8% 2.2% 90,000

Cart Abandon 27.9% 23.1% 11,500

SKU Notify -- 23.9% 8,000

2 storefronts (Seattle & Portland) plus Evo.com

Evo.com Stocks a Wide Variety of Brands

Best Customers: R1F1M1

Recency(Top

Quartile)

Monetary Value

(Top Quartile)

Frequency

(Top Quartile)

Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime.

Best Customers: R1F1M1

Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com.

How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order.

Here is your code: %%50 Dollar Code%%

We appreciate you shopping with us and hope to see you again soon!

With love, evo

CLV is significantly higher for Repeat Buyers, especially 9+ purchases

Focus on Customer Lifetime Value

36

57% Open rate26% CTR45% CTOR

Questions?

Rhett Thompsonrhett.thompson@us.ibm.com

@rhettu

Twitter: @Silverpopwww.silverpop.com

UNIVERSAL BEHAVIOR

Capture Every Action

Captures and manages

behavior across every digital and offline channel

to build unparalleled

insight into each individual

SINGLE IDENTITY

Connect The Dots

Connects every

customer touch point into a single

view

MULTI-CHANNEL

Communicate Across Platforms

Sends personalized

messages everywhere

each customer prefers to connect

BEHAVIORAL

INSIGHTS

Understand Path To

RevenueDiscovers customer

preferences by analyzing data from all devices and channels

MARKETING DATABASE

Manage Behaviors At Scale

Manages everything about each customer,

easily and at scale

INTERACTION ENGINE

Automate Communicatio

ns

Gets personal with each customer,

one at a time and in real-time

The Silverpop Marketing Platform

Interested In Learning More?

silverpop.comsilverpop.com/marketing-resources

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