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How to become a part of your customers' inner circle and become their trusted brands.
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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. [email protected]
@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
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
www.slideshare.net/silverpopTwitter.com/silverpop
Facebook.com/silverpop
