Contrary to popular reports, email is not dead; but it is changing. In this session, Silverpop will highlight the move smart marketers are making from batch and blast static email to behaviour-driven integrated marketing initiatives. Using case studies and examples that illustrate how transformed marketing initiatives are delivering amazing customer experiences including on-the-go mobile/smartphone marketing. Silverpop will share how leveraging customer behaviour from online browsing, offline activities, past purchases, app usage and more drives increased engagement and revenue. The session will also cover how to get more done using automation techniques to allow your marketing efforts to continue to run without your continuous manual effort.
24. Listening
and
influence
along
the
customer
journey
Visits
store
Signs
up
for
catalogue
Visits
site
Signs
up
for
email
Browses
site
Downloads
mobile
app
Does
a
search
Abandons
cart
Buys
25. Moving to a centralised marketing database
Centralised
Marketing Database
Individualised
Content
Social
Graph
Automation
Engine
Email
Mobile
Apps
Location
Check
In’s
Purchase
History
Forms
CRM
Video File
Downloads
Site/Page
Visits
Blog
Visits
Support
History
Postal
Web
Mobile Geo
Business Data
29. The
Decisive
Moment
"To
me,
photography
is
the
simultaneous
recogniNon,
in
a
fracNon
of
a
second,
of
the
significance
of
an
event
as
well
as
of
a
precise
organisaNon
of
forms
which
give
that
event
its
proper
expression.”
Henri
Car)er-‐Bresson
31. Map lifecycle
What
markeNng
programs
will
help
you
capture
new
email
addresses?
What
markeNng
programs
will
help
you
convert
prospects
to
customers?
What
markeNng
programs
will
help
you
grow
customer
value?
What
markeNng
programs
will
help
you
ensure
customer
loyalty?
What
markeNng
programs
will
help
you
win
back
lost
customers?
36. 1.
Wizard
Overview
2.
Started
Wizard
3.
Completed
Wizard
4.
Add
to
Cart
5.
Placed
Order
Try
wizard
Almost
Done…
Why
you
should
Wizard
Results
Did
you
forget
Thank
You
1 day! 3 days!
1 day! It
will
help
you
3 days!
1 day! Custom
for
you
3 days!
1 day!
….
x days!
….
Responding
x days!
to
Website
Behaviors
37. Supplement Wizard – Abandoned, Finished Process
• Customer
receives
their
results
• >
But
does
not
add
items
to
cart
or
checkout
• 40.17%
Open
Rate
• 4.18%
CTR
• $0.38
Rev/Email
38. Supplement Wizard – Abandoned, Did not get results
• Customer
starts
the
Wizard
• >
But
does
not
get
to
the
results
page
• 44%
Open
Rate
• 7.61%
CTR
• $0.25
Rev/Email
40. Likelihood
to
churn
scoring
model
Subscriber
Activated
their
System
Annual
Churn
~13%
Power
User
Arms
their
home
security
system
regularly
Annual
Churn
~8%
Notification
User
Receives
text/
email
messages
for
alerts
in
their
home
Annual
Churn
~5%
Super
User
Uses
interactive
services
regularly
Annual
Churn
~1%