Personalisation silverpop festival of marketing
•
1 gefällt mir•3,542 views
Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Personalisation silverpop festival of marketing
Ähnlich wie Personalisation silverpop festival of marketing (20)
Mehr von Silverpop
Mehr von Silverpop (18)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Personalisation silverpop festival of marketing
- 1. Thriving in Today’s Customer Driven World > Let’s Get Personal
- 2. Dear Loren, The rest of this email is generic … @LorenMcDonald
- 3. Inserting Dear %%FNAME%% is NOT how you personalise emails. @LorenMcDonald
- 4. Personalisation is about providing a superior customer experience that also increases engagement and revenue.
- 5. But we usually take the easy path, right? @LorenMcDonald
- 8. Home Décor pages Loren McDonald shopperdude@email.com shopperdude@email.com
- 9. oops Generic Welcome Email Welcome! First email … “jackets”
- 10. Onboarding Email(s) Welcome! • Dynamic based on specific category items browsed • 3-‐5 emails series • Top sellers/ recommendations • Ends with “best offer”
- 11. So where do we … @LorenMcDonald
- 12. Capturing Data for Personalisation
- 13. Personalisation goes well beyond profile data …
- 14. But you must connect to everything Customer Interactions Events Mobile Facebook Twitter Devices+ Location Communities Retail Blogs SMS SMS Call Center Push Wearables Email
- 15. Which leads to multiple opportunities … Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-‐commerce-‐driven Personalization Display totals and other engaging content to drive follow-‐on purchases Website-‐driven Content Directly track each customer’s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email Data-‐driven Dynamic Image Image is selected based on demographic and profile info Score-‐driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 3 4 5 6 8 2 9 7 1 2 3 4 5 6 7 8 9
- 16. The challenge then, with personalisation … is of course the data. @LorenMcDonald
- 17. Who is the subscriber? What actions have they taken / not taken? Relationship and value? What date/time is it?
- 18. Personalisation Data Sources Customer Profile Customer Behavior Personas
- 19. What data do you need to … Drive engagement? Create behavior? Drive increased results?
- 20. What is your “must have data” Proximity to physical stores Loyalty membership Value/quality vs convenience/cost
- 22. Personalisation Data Sources Customer Profile Customer Behavior Personas
- 23. “one and done” data collection “everything but your first born” data collection
- 24. Use Progressive Web Forms Reduce form abandonment and build out a contact’s profile over time with progressive Web forms.
- 25. Take it easy…Progressive Profiling 43% Abandon -‐ Complete 4 fields -‐ Watch a video 20% Abandon
- 27. Store the Data • PPP1_ADD • PPP2_ODD • PPP3_SchoolDiscipline • PPP4_Drinking Drugs • PPP5_Angry Outbursts • PPP6_Disrespectful • PPP7_Violent • PPP8-‐_Consequences
- 28. 28 Design the Nurture PPP_Violent PPP_Disrespectful PPP_Consequences
- 29. 29 Selected Program Tracks
- 31. Data Driven Nurture Results Increased Capture on Website by 400% 62% Avg Open Rate for Personal Parenting Plan Emails (vs. avg. 22% for newsletter) 260% lift in Total Transformation Sales over other Welcome Campaign
- 32. Personalisation Data Sources Customer Profile Customer Behavior Personas
- 33. To know a person … watch what they do, not what they say. Danny Santagato
- 34. PaperStyle – Custom Invitations -‐ Sending batch and blast -‐ No targeting -‐ Response rates declined Agency Whereoware -‐ Analyzed site behavior -‐ Purchase patterns -‐ Wedding process -‐ Created wedding timeline
- 35. Purchased wedding products Wedding nurturing Wedding essentials Wedding favors Bridal party gifts Thank you cards Your wedding? Friend’s wedding nurturing Bridal shower invites Shower tableware Bach. invites Bach. tableware Wedding gifts Clicked on wedding link Yes No 7 days 6 weeks 3 weeks 7 days 7 days 7 days 7 days 7 days 7 days BRIDAL SEGMENT Nurture Program
- 36. Web site or email click behavior drops you into Your Wedding or Friend’s Wedding nurture
- 38. Friend’s Wedding Track Results – Avgs Across Both Programs -‐ Open Rate Increased -‐ 244 % -‐ CTR Increased -‐ 161 % -‐ Revenue Per Mailing Increased -‐ 330 %
- 39. Personalisation Data Sources Customer Profile Customer Behavior Personas
- 40. Let’s build a Master Database RV Owned Fleetwood Expedition Thor Motor Coach Persona Show Visits Age of RV Last Dealer Visit Tailgater Family Camper Livin’ Large San Francisco Michigan Miami Hampton 6/1/2005 2 Years 5 Years 6 months The richer your Master Database the more powerful, relevant and personal you’ll be. Carey Smith 1000 Gateway Drive San Francisco, CA 93820 Shawn DeWitt 4992 Michigan Ave, Chicago, IL 09030 Sheila Jones 4022 Peachtree Rd Atlanta, GA 30003 Steve Jones 888 Madison Ave, New York NY 10022 Silver Explorer 9/5/2012 6/1/2005 2/1/2013 10 Years Keystone Vantage Coachman Freedom BuyerPersona.com
- 42. Personas: The Key to Relevant Marketing Caregiver of Child (5-‐12) PKU Caregiver of Young Child (1-‐4) PKU Caregiver of Infant PKU (0-‐1) HCP Teen (13-‐17) PKU Non-‐PKU Other/Unknown
- 45. Non-‐PKU PKU Child PKU Adult
- 46. All Emails Reflect Selected Persona/Condition in Every Way Possible! Images change Free samples change
- 47. In summary, Personalization … @LorenMcDonald
- 48. …can be deployed in multiple ways.
- 49. … increases customer satisfaction and brand affinity.
- 50. … helps take your marketing to a higher level
- 51. Let’s do this personalisation thing!
- 52. silverpop.com silverpop.com/marketing-‐resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop The Silverpop Digital Marketing Platform