Moving from Batch and Blast to Behavioral Marketing Automation. Loren

Transcription

1 Moving from Batch and Blast to Behavioral Marketing Automation Loren

2 How many brands show their customers love

3 150+ annually 3 per week 1 every 2.3

4 Why do we do this?

5 Because it works and is easy

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

7 While it works, this batch and blast approach is a hope

8 So you have to ask

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

10 Isn t it time for

11 But many of us are still marketing like it s

12 And not leveraging current marketing technology and

13 The time has come

14 Behavioural Marketing Automation Behaviour Automation Real-Time

15 It s about using Behaviour to drive messaging

16 It s about talking to each customer as an

17 The goal is to create segments of

18 And focusing on what the customer wants to buy, not just what we want to sell.

19 It isn t about Big Data but rather actionable data about each individual

20 And this actionable behaviour-based data is

21 Likely more than 50 different behaviours

22 But this requires a shift in thinking

23 Capturing a customer s behavioural clues

24 Listening and influence along the customer journey Visits store Visits site Browses site Does a search Buys Signs up for catalogue Signs up for Downloads mobile app Abandons cart

25 Moving to a centralised marketing database Web Social Graph Site/Page Visits Video File Downloads Blog Visits Forms Postal Purchase History Mobile Apps Check In s Support History Location Automation Engine Centralised Marketing Database Individualised Content CRM

26 Calendar-based Behaviour-based 3 per week 50 per

27 Channel Promotional Newsletters Offers 24 triggered and transactional programs in place, ~50 unique automated mailings/day Transactional Order Confirmation Order Shipment Confirmation Order Delivered Confirmation Delivery Confirmation Password Recovery Credit Card Failure Notification SmartPaks Cancel Confirmation Returns Notification + 8 More Lifecycle SmartPaks Welcome Order Reminder Abandoned Cart SmartPaks Up-sell Post Purchase Review Consumable Replenishment Browse Behavior ColiCare

28 Automation gives you scale

29 The Decisive Moment "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 organisation of forms which give that event its proper expression. Henri Cartier-Bresson

30 Map your marketing programme

31 Map lifecycle What marketing programs will help you capture new addresses? What marketing programs will help you convert prospects to customers? What marketing programs will help you grow customer value? What marketing programs will help you ensure customer loyalty? What marketing programs will help you win back lost customers?

32 Build programmes for each key step of the

33 A few examples and

34 Process Abandonment

35 Buyer Behavior + Automation Thank You!

36 1. Wizard Overview 1 day Try wizard 3 days Why you should 2. Started Wizard 1 day 3 days Almost It will Done help you 3. Completed Wizard 1 day Wizard Results 3 days Custom for you 4. Add to Cart 1 day Did you forget x days. Responding to Website Behaviors 5. Placed Order Thank You x days.

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/

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/

39 Post-Purchase Minimising

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 Super User Receives text/ messages for alerts in their home Annual Churn ~5% Uses interactive services regularly Annual Churn ~1%

41 Remarketing based on browse

42 Browse abandonment Sniffing Around

43 From the For Him Section

44 Visitor Dropped Into Automated Program

45 And Served Specific Content 2.2% conv. rate vs 1.6% for Broadcast s

46 And It Works So Well UncommonGoods now has eight browse remarketing s

47 And The Monthly Numbers Program Open Rate Conversion Rate Number of s Broadcast 18.1% 1.6% 20,400,000 Purchase Confirm % 398,000 Welcome 34.4% 1.4% 149,000 Browse Remarket 41.8% 2.2% 90,000 Cart Abandon 27.9% 23.1% 11,500 SKU Notify % 8,000

48 3 Things to Remember Behaviour Automation

49 What s it going to be? Old New

50 Loren The Silverpop Digital Marketing Platform

51 Individualized mobile app experiences Don t Dining Free Add Your Trial forget Preference Your Bill Expires Favorites to is Add DUE Soon your Account Replenishment Lapsed Category store Cart item or based wish on list recently customer browsed offer previous order Content based on app usage s or push notifications to drive repeat usage / purchases Rewards program

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

53 Sales associate engages customer based on purchase behavior and LCV Buyer alert triggered by geo-fencing and use of mobile app

54 Mint Welcome 54

55 Mint Activation 1 Users who have not added their banks after 7 days 55

56 Mint Activation 2 Users who have not added their banks after 14 days 56

57 Mint Mobile Welcome New Mint users from mobile channel 57

58 Low volume, high ROI 12% Volume Broadcast Automated 30% Revenue Broadcast Automated 88% 70% Automated s 4 years ago = 2% volume / 1% revenue Today Volume = 6X; Revenue =