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Marketing Automation – Adding the Personal TouchLoren McDonaldSilverpop@LorenMcDonald
“Human Automation”
The personal marketing touch
Birthday emails to…
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…To Multi-step Program Tracks
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What the “personal touch” is NOT!
UGLYBORING
The Era of Customer Control
The Benefits
Anticipation
Engagement
Brand Preference
Advocacy
Reduced CHurn
Increased Revenue
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So what are elements of the
“personal touch” to automation?
The Benefits
HelpfulEngagem
ent
Brand Preference
Advocacy
Reduced CHurn
Increased Revenue
Elements of “The Personal Touch”
Helpful
Human
Responsive
Understands Context
RecommendsEngaging
Reminds
Designed for Touch
Fun
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Helpful
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Important Dates Reminder Email
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Your dates trigger an email…
21 days before occasion
Personalised with name
Occasion w/ date
Coupon code
10% Off
31% CTRHighest revenue generating email
How-to video
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Human
• Real person• Service tone• 50% conversion rate
“Human” Cart abandonment
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Responds to your individual behavior
Purchase Anniversary + Reorder
Facebook Connect: Email opt-in
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
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Understands Context and Buyer Behavior
SmartPaks Cancellation Program - Confirmation
Cancellation Program – 7 Day Follow-Up
Cancellation Program – 42 Day Follow Up
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Recommends
Leverage Other Technologies into Email
Reviews
Recommendations
Social comments
Review
Recommendations based on segmentation
Review Posted:
Recommendations
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Gets You Engaged
Birthday – Tell Your Friends…
Messages that Remind…
Reorder
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
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.
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Is Fun
[get pur-suh-nl]
1. Marketing content that speaks with a “human” voice.
2. Targeted, personally relevant messaging based on consumer preferences, demographics and behavior.
3. Dude, lose the corporate speak.
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Designed for the Touch
Old mouse New mouse
The New Design Challenge
Source: StyleCampaign.com, Litmus
Do Your Email’s Have the Touch?
It’s about THEM
Q & A / Contact Info
• Loren McDonald• [email protected]
om• Twitter:
@LorenMcDonald• Google+: Loren
McDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop
Stand #1210
