Nurture Registrants with Triggered Follow-up

Transcription

1 Nurture Registrants with Triggered Follow-up Will Schnabel VP Business Development, Silverpop

2 Silverpop customers, brands Marketing and Marketing Automation CRM and Web Analytics Integration +2B messages per month Renewal rates and client satisfaction: +90% Overall Deliverability: 96%

3 Goal for Today: Understand the opportunity to use trigger-based programs based on an understanding of consumers web activity to boost revenues

4 Think beyond just this

5 To Triggered Lifecycle Programs Pre-Transaction Purchase Process Post-Purchase Relationship Browse abandonment Cart abandonment Order Confirmation Order status Shipping notice Shipment confirmation Trip preparation Satisfaction Survey Review request Review notification Recommendation Replenishment Repurchase Upgrades Bounceback Account reminder Loyalty programs Account status Purchase anniversary Right time, right message!

6 Relevancy is King! $500,000 $400,000 $401,942 $300,000 $200,000 $222,970 $228,754 $162,631 $100,000 $0 $76,668 $83,419 $45,600 $5,155 Broadcast Life cycle Targeted Website Activity Monthly revenue Monthly net profit Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.

7 Marketing Sophisticated applications Easy to use The Challenge Right Message Right Place Right Time

8 Trigger-based approach

9 Low Volume, High ROI Volume of s sent Sales Generated 4.1% Triggered Campaigns 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns

10

11 Question is not what is the optimum frequency, but how do we send more relevant s, more often, with fewer resources?

12 Triggered Programs Opportunities Welcome Campaigns B2B Lead Nurturing Cart / Browse Abandonment Post-Purchase Purchase / Transactional

13 Welcome Programs: May be the most important your company sends

14 Welcome s: Goals and Purpose Goals Speed up conversion Minimize list churn Strengthen brand perception Reduce inactivity Purpose Educate subscriber Reward/Incent Instill/reinforce trust Enable immediate experience Provide administrative information/tools Set expectations

15 Single Welcome Immediate Response

16 Series #1 Welcome to the Tafford Community

17 Series #2 Three Reasons You Will Love Tafford + A Special Offer

18 Series #3 Personalize Your Tafford Experience

19 2009 Welcome Series Indexed Results

20 Cart / Browse Abandonment

21 Multiple Opportunities in the Funnel

22 Average cart abandonment rate 60-70%

23 Following up with abandoners by can yield 25%or more conversion rates.

24 In Your Face vs

25 Subtle and service oriented

26 Did You Forget Something? A Special Offer To Return To Tafford

27 Abandoned Cart s 25% conversion on cart abandoners. Cart program accounts for almost 1/3 of TOTAL yearly sales First and most effective in the series sent within hours after abandonment.

28 Results compared to promotional s Abandoned Cart s Promotional s Comparison Open Rate 37% 8% 4.6x Click-through rate 41% 14% 2.9x Conversion rate 20% 5% 4x Sales/ $7.46 $.08 97x Source: Silverpop Client

29 Purchase Process (Order confirmation, shipping)

30 Missed Opportunity!

31 Cross Sell / Upsell- Recommendations Best Practice: Recommend accessory items or complementary items for each product in cart

32 Order Confirmation Series Demand from Order Confirmation Series s grew 41.5% from 2008 to Open rates range 45%-50%

33 Post Purchase

34 Deploy Post-Purchase s? Type of Post-Purchase Percentage Deploy Service satisfaction 50% Product Review Request 43% Recommendation (since you bought this, you might ) 29% Do not deploy post purchase s 26% Bounceback 21% Cross sell/upsell 19% Happy Birthday Promotion 17% Reorder/Replenishment 17% Purchase Anniversary Promotion 12% Product Review Posted Notification 2%

35 Tafford Fred, A Customer Special Survey Thank-You - Tell Us Offer What From You Tafford Think

36 Fred, Rate the Tafford products you purchased

37 Tafford Fred, Fred, A Customer Special Special Thank Survey Thank-You - Tell You Offer Us Offer What From You from Tafford Tafford Think

38 Product Review 14% of those who click place another order Second highest conversion rate next to Abandon Cart s.

39 Product Review Notification 12% of those clicking on this go directly to make another purchase.

40 Bounceback / Thanks

41 Reminders almost out of stock Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast rates Average Order Value is 53% HIGHER

42 Purchase Anniversary / Birthday

43 10% off good for one month

44 2009 Birthday Campaign Results

45 Purchase Anniversary 15% higher conversion rate than average from broadcast messages

46 Low Volume/High ROI Triggered s: 3-5% of volume = 45% of profits Travel Site 4% of volume = 40% of revenues Ecommerce Site

47 So, what else is new in Marketing?

48 Traditional Marketing Campaign Results Sales Campaign #1 Campaign #1 Campaign #3 Campaign #4 Campaign #5

49 The Problem Marketers Face Campaign Results 4.5 Subscribers / Visitors st -Time 3.5 Customers Sales 3.0 Unengaged 2.5 Customers 2.0 Repeat 1.5 Customers 1.0 Loyal Customers Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5

50 The New Wave in Marketing Traditional Segmentation Geographic Region Population Density Demographic Age Gender Income Psychosocial Social Class Lifestyle RFM Analysis Recency Frequency Monetary Segmentation 2.0 Traditional Segmentation plus Real-Time elements including Purchase Behavior Last purchase date Number of purchases Purchase value Web Behavior Visited your website Viewed a product page Submitted a web form Accessed your online resources Social Behavior Shared your message with others Behavior Clicked an link

51 Marketing with Segmentation 2.0 Welcome Campaigns 1st Purchase Campaigns Repeat Purchase Campaigns Loyalty Campaigns Reengagement Campaigns Subscribers / Visitors 1 st Time Customers Repeat Customers Loyal Customers Unengaged Customers

52 Put Segmentation 2.0 to Work for You Contact Scoring Create your own custom segmentation model. Programs Design intelligent, multi-track campaigns that run and manage themselves. Dynamic Content Send highly relevant, one-to-one messages. Alerts Trigger instant customer satisfaction and service notifications.

53 Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in #3 All the recipients friend will now be notified via Facebook of the share!

54 Best time to send?

55 Right Message, Right Time

56 Send Time Optimization 75% increase in revenue 2X conversion rate 30% increase in number of orders per program 50% increase in open rates 22% lift in conversion rates

57 Now if you are a B2B Marketer

58 Plugging the Leaky Funnel

59 Plugging the Leaky Funnel

60 Nurturing Infrastructure

61 Nurturing Infrastructure Lead Capturing

62 Nurturing Infrastructure Lead Assessment & Scoring

63 Nurturing Infrastructure Lead Routing to Sales

64 Nurturing Infrastructure Lead Nurturing & Reporting

65 Progressive profiling Dating 1 st contact 2 nd /3 rd /3 contact later contact + behavioral Source: MarketingSherpa and KnowledgeStorm, Connecting Through Content"

66 Develop programs/offers that align with where prospects are in their buying process Info kits How-to guides White papers Case studies Decision tools Webinars Assessments Consultations Custom demos Seminars Quotations Early Middle Late Source: AcquireB2B

67 Nurture Campaign Planning Campaign Type Inquiry Consideration- MQL Evaluation - SAL Selection- SQL Post-Purchase Win/Loss Marketing Nurturing Education, Offers, Events, WPs Sales Acceleration Longer Term Awareness Client Success, Exec Breakfasts, Promotions Periodic Drip Campaigns, Newsletters, Remarketing Re-engagement campaigns Customer Retention and Growth Cust Sat, Up-sell Source: Annuitas Group, Silverpop

68 When should sales pounce?

69 Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500

70 CRM Integration

71 B2B Lead Nurturing Success Increased No. of New Leads Generated through existing demand gen activities 400% 5x Increased No. of qualified leads sent to sales 2x Improved Sales Close Rates 25% Reduced Cost per Sale

72 Summary

73 Triggered Program Benefits Highly relevant to individual or buying stage Based on web activities Set it and forget it Incremental Revenue

74 Key Takeaways Determine revenue opportunity from triggered programs Get ownership of transactional s Quick wins (birthday, bounceback, nurture, etc) If selling online, focus on cart abandonment recovery Continuously refine and add new triggers Watch the dollars roll in!

75 Resources Resource Center White papers Webinars Blogs Case studies Newsletters Many presentations on SlideShare

76 Thank you! On