Good Behaviours: Marketing with

Intent

5 Behavioural Actions to AutomateAntonia Edmunds, Director of Client Relationships EMEA,

Silverpop

#dmaemail

Sponsored by

Message Overload

Some Consumers are Tuning Out

Pounding isn’t the answer…

…because hope is not a marketing strategy.

Batch & Blast

Behaviour & Automation

Behavioural Marketing

Real-time, cross-channel, insanely

relevant campaigns to one person at a

time automatically driven by

analytics of their actions, preferences

and profiles. ~ Silverpop

Manual

Automated

Response Rates/Engagement

Ma

rket

ing

So

ph

isti

cati

on

Behaviour-basedMessages(Multi-Track)

Time-based Messages(Drip, Simple Nurture)

Targeted Mailings based on Segmentation

Mass Mailing to a broad database (E-blasts)

Broadcast to Behaviour

Bto1IndividualMessages

Behavioural triggered campaigns perform 325%better than simple blast campaigns

(Silverpop B2B research)

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

Examples of Behaviour

Programs – Mass Personalization

Customer Behaviour Drives the Actions

13

5 Behaviours to Automate

Join / Subscribe

Browse

Abandon Basket

Purchase

Go Inactive

5 Behavioursto Automate

Behaviour 1: Join / Subscribe

Action: 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 behaviour/preferences…

Web Tracking Behaviour

?

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

Behaviour 2: Web Browse AbandonmentAction = Content-Based Nurture Series

Browse Abandonment: Expressing Interest

Sent

Delivered

Opened

Clicked

Product Views

Basket Additions

Checkouts

Orders

Revenue

Units

Browse Behaviour

• 37.6% Open Rate

• 7.35% CTR

• $0.44 Rev/Email

Browse Behaviour

Browse Behaviour

Browse Behaviour

Behaviour 3: Shopping Basket Abandonment

Action = Remarketing Series

— Multiple Sources

“60–70%”

Abandoned Baskets = Lost Revenue

35

Up to 70% of Shopping Baskets are abandoned before Checkout

Basket Abandonment: 1-step from revenue

Sent

Delivered

Opened

Clicked

Product Views

Basket Additions

Checkouts

Orders

Revenue

Units

Up to

50%conversion!

Relative Volume

Abandon Cart

Emails

0.3%

Promotional

Emails

99.7%

DEMCO: Basket vs Broadcast Emails

Relative Sales

Abandon Cart

Emails

18.6%

Promotional

Emails

81.4%

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 A

Day 1

Cart Email B

Day 3

Cart Email C

Day 5 AVERAGE

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

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Behaviour 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

• Suppress recipients who convert

SmartPaks Upsell Emails

Behaviour 5: Going Inactive

Action = Automated Reengagement

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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

Behavioural Marketing AutomationIs Going to Be VERY BIG!

Q & A / Contact Information

Antonia Edmunds

aedmunds@silverpop.com

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