5 behavioral actions to automate silverpop behavioral marketing automation

5 Behavioral Actions to Automate

Loren McDonald@LorenMcDonald#SilverpopBR

Message Overload

Some Consumers are Tuning Out

Pounding isn’t the answer…

…because hope is not a marketing strategy.

Batch & Blast

Behavior & Automation

Mass Marketi

ng

Behavioral

Marketing

Direct Marketi

ng

Customers are a single

audience

Customers are many little

audiences

Customers are

individuals

Demo-graphics

Behavior

Automation

Explicit data

Implicit data

- Visited website- Visited Blog- Clicked to Twitter Page- Visited Community- Downloaded White Paper “XYZ”- Watched “7 Reasons” Video- Submitted Demo Request Form- Call Center Conversation- Trial software login

Examples of Behavior

Programs – Mass Personalization

Customer Behavior Drives the Actions

5 Behaviors to Automate

Join / Subscribe

Browse

Abandon CartPurchase

Go Inactive

5 Behaviors to Automate

Behavior #1: Join / SusbscribeAction: Onboarding Emails

Within two months of opt-in, the open rate typically falls 20% to

25%.

Source: MarketingSherpa

1/3 of U.S. largest retailers

Send zero welcome emails

Single Email Welcome Email Series

Welcome emails are one of the most important emails your company will send.

Move to onboarding based on

behavior/preferences…

Web Tracking Behavior

?

Mint.com

Mint Welcome

Mint Activation 1

Users who have not added their banks

after 7 days

Mint Activation 2

Users who have not added their banks

after 14 days

Behavior #2: Web Browse AbandonmentAction = Content-Based Nurture Series

Browse Abandonment: Expressing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Browse Behavior

• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email

Browse Behavior

Browse Behavior

Browse Behavior

Behavior #3: Shopping Cart Abandonment

Action = Remarketing Series

— Multiple Sources “60–70%”

Abandoned Shopping Carts = Lost Revenue

31

Up to 70% of Shopping Carts are Abandoned before Checkout

Cart Abandonment: 1-step from revenue

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Up to

50%

conversion!

Relative VolumeAbandon Cart

Emails0.3%

Promotional Emails99.7%

DEMCO: Cart vs Broadcast Emails

Relative Sales

Abandon Cart Emails18.6%

Promotional Emails81.4%

High % of sales relative to volume

Message A – 1 day after

Message B – 3 days after

Message C – 5 days after

DEMCO Cart Results

Cart Email ADay 1

Cart Email BDay 3

Cart Email CDay 5 AVERAG

E

Open Rate 40% 39% 32% 37%

Click-to-Open 44% 47% 28% 41%

Click-thru-Rate 18% 18% 9% 15%

Conversion Rate

22% 15% 24% 20%

Sales/email $8.60 $8.40 $5.04 $7.46

39

Behavior #4: Make A PurchaseAction = Upsell Emails

SmartPaks Upsell EmailsCustomer orders supplements in buckets for their

horse

GOAL: Convert customer to order supplements in AutoShip SmartPaks

SmartPaks Upsell Emails

• Focus on the most important product purchase

SmartPaks Upsell Emails

Behavior #5: Going InactiveAction = Automated Reengagement

44

Inactive customers are painful!

Typical Actives vs. Inactives Ratio

Lost potential revenue

Inefficiencies/Reduced ROI

Fuzzy metrics

Potential reduced deliverability

Impact of Inactives

Inactive Re-Engagement

• Goal: Reactivate customers before they become inactive

• Results:• Open Rate – 5.6%• CTR – 0.5%

Email recipient does not open,

click or purchase in 45 days

Inactive Re-Engagement Email: Update Profile - 1.1

Opens or clicks any email or makes a

purchase in 75 days

Inactive Re-Engagement Email: Pays to be Smart – 1.2

Opens or clicks any email or makes a

purchase in 90 days

Inactive Re-Engagement Email: 10% off Order – 1.3

Exits Inactive Re-Enagagement

Program

Inactive Re-Engagement

Day 45: “Help Us Serve You Better”

Day 75: “It Pays to be Smart”

Day 90: “We Miss You! Come Back and Save 10%”

Evaluate for 30 days for activity, move into once a month frequency for 6 months.

More time on the beach

You go here!

Behavioral Marketing AutomationIs Going to Be VERY BIG!

Q & A / Contact Information

Loren McDonaldlmcdonald@silverpop.comTwitter: @LorenMcDonald

G+: +Loren McDonaldPinterest: intevation

www.slideshare.net/silverpopTwitter: @Silverpopwww.silverpop.com