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How to Get Personal with Marketing Automation Kath Pay, Founder of Holistic Email Marketing

How to get Personal with Marketing Automation

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How to Get Personal with Marketing Automation

Kath Pay, Founder of Holistic Email Marketing

Kath PayFounderHolistic Email Marketing

[email protected]

Get your tweet on!

@kathpay@GetResponse#GRAutomationHub

I have a confession…

Objective: to enhance the customer experience

Personalisation

Why Personalise?

So what do consumers want?

A recent study by Yahoo found that most consumers are not only aware of online personalisation but that they believe that it provides added relevance – with 78% of those surveyed expressing a desire for some type of personalised content.

Source: https://advertising.yahoo.com/Insights/BALANCING-ACT.html

Retail Weekly/Silverpop

Retail Weekly/Silverpop

Matthew Finn, CRM manager at jewellerybrand Astley Clarke says that implementing personalisation technology to personalisethe online experience

via what he refers to as 'suggestion choreography' has resulted in some 60% uplift in conversion rates.

http://www.theguardian.com/media-network/media-network-blog/2014/jul/23/personalisation-marketing-online-brands

Improved conversion rates

So, what is personalisation?

“ Christian Ricci, Chia Monkey

Web personalisation is a strategy, a marketing tool, and an art.

It brings focus to your message and delivers an experience that is customer-oriented and relevant.

Necessary ingredients1.Strategy2.Content3.Data4.Technology

Lead with strategy, not technology

How to personalise

3 different types of dataInformed | Behavioural | Transactional

Capture their Digital Body Language

…and drive “intelligent” personalisation

Achieving Personalisationthrough Automation

Combine Behavioural & Transactional data with touch points and technology

Be Customer Service FocusedEvery email sent should provide a customer service

We LOVE Customer Service

Yes…really – we do!

• Dress up your marketing messages as customer service• Customer’s have a high tolerance for messages which are

helpful• Leverage this tolerance but be genuine and helpful

Be customer-service oriented

Delight them!

Be helpful!RETENTION EMAIL

It was sent to customers who had purchased the drill within a given timescale.

Results versus regular email:

Sales per send: 724% increase !!!

Let’s be inspired!

New visitor

Repeat visitor

Subscriber

Single OrderCustomer

Multiple OrderCustomer

Loyal

Subscribe Popover*Basket Abandonment*

Checkout Abandonment*

Replenishment

Loyalty

Browse Abandonment*1st Purchase

2nd Purchase

Transpromo*

Anniversary/Birthday*

*repeated at different stages of funnel

Subscribe Popover…and automated email

On entrance

On exit

Basket Abandonment (for unknowns)

Cloud-iq.com

Checkout abandonmentCustomer Service

An example email campaign.

Reminder35 min

Reassurance23 hours

Promote6 days

Adopt a timed email delivery strategy to engage your customers.

Cloud-iq.com

1st Purchase ProgrammeWelcome Subscriber or Registered user

2nd Purchase ProgrammeWelcome Customer

Transpromo email

Browse Abandonment Programme

Overtly: Browsed not boughtResults versus general email:

Conversion rate: 44% increase

Note: The conversion rate will be optimised if the products are relevant to what has been browsed

Replenishment Programme

Back in Stock

Birthday/Anniversary

Loyalty

I think they’re onto something!

Unengaged Customer Programme

Lapsed Customer Programme

Leverage data, touch points and marketing automation technology to deliver a personalised experience for your customers

Questions?

[email protected]

@holisticemail