Send a blast kill a hamster email marketing silverpop

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Information about Send a blast kill a hamster email marketing silverpop
Marketing

Published on March 14, 2014

Author: Silverpop

Source: slideshare.net

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

Meet Mesocricetus auratus (hamster) aka your customer @LorenMcDonald

How you show “hamster love”

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

50 emails 44 days @LorenMcDonald

Why do we do this?

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

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

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

That’sfine,buthaveyou donethemath? @LorenMcDonald

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

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

Soyouhaveto askyourself… @LorenMcDonald

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

So remember this cute customer? She eventually looks …

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

Isn’t it time for change? @LorenMcDonald

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

And not leveraging current marketing technology and approaches. @LorenMcDonald

There isaway tostop killing hamsters … @LorenMcDonald

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

Thetime has come for… @LorenMcDonald

Behavioral Marketing Automation Behavior Automation Real-Time

It’saboutusing Behaviortodrive messagingcadence. @LorenMcDonald

It’sabouttalkingto eachcustomer asanindividual. @LorenMcDonald

Thegoalistocreate segmentsofone. @LorenMcDonald

Itisn’taboutBigData… butratheractionable dataabouteach individualcustomer. @LorenMcDonald

Andthisactionable behavior-baseddatais everywhere. @LorenMcDonald

Likely more than 50 different behaviors

But this requires a shift inthinking …

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

Andfocusingonwhatthe customerwantstobuy, notjustwhat wewanttosell.

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

Automation gives you scale

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

"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

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

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

Home Décor pages Loren McDonald

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

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

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

Remarketing based on browse behavior. @LorenMcDonald

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

Reinventing the birthday email. @LorenMcDonald

Run-of-the- mill birthday email

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

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

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

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

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

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

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

Sales associate engages customer based on purchase behavior and LCV

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

Old New What’s it going to be?

3ThingstoRemember Behavior Automation Real-Time @LorenMcDonald

Jump in – the water is warm …

…and paved with gold!

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.

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

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

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

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