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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.
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Thriving in Today’s Customer Driven World > Let’s Get Personal
Dear Loren,
The rest of this email is generic …
@LorenMcDonald
Inserting Dear %%FNAME%% is NOT
how you personalise emails.
@LorenMcDonald
Personalisation is about providing a superior customer experience that also increases engagement and revenue.
But we usually take the easy path, right?
@LorenMcDonald
Home Décor pages
oops
Welcome!
Generic Welcome Email
First email … “jackets”
Welcome!
Onboarding Email(s)
• Dynamic based on specific category items browsed
• 3-‐5 emails series • Top sellers/
recommendations • Ends with “best offer”
So where do we …
@LorenMcDonald
Capturing Data for Personalisation
Personalisation goes well beyond profile data …
But you must connect to everything
Customer Interactions
Mobile Events
Facebook Twitter Devices+
Communities Location
Retail
Blogs
SMS
SMS Call Center
Push Wearables Email
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
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The challenge then, with personalisation … is of course
the data.
@LorenMcDonald
Who is the subscriber?
What actions have they taken / not taken?
Relationship and value?
What date/time is it?
Personalisation Data Sources
Customer Profile
Customer Behavior
Personas
What data do you need to …
Drive engagement?
Create behavior?
Drive increased results?
What is your “must have data”
Proximity to physical stores
Loyalty membership
Value/quality vs convenience/cost
Personalisation in Action
Personalisation Data Sources
Customer Profile
Customer Behavior
Personas
“one and done” data collection
“everything but your first born” data collection
Use Progressive Web Forms
Reduce form abandonment and build out a contact’s profile over time with progressive Web forms.
Take it easy…Progressive Profiling
43% Abandon 20% Abandon
-‐ Complete 4 fields
-‐ Watch a video
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Customer-‐Driven Marketing
• PPP1_ADD • PPP2_ODD • PPP3_SchoolDiscipline • PPP4_Drinking Drugs • PPP5_Angry Outbursts • PPP6_Disrespectful • PPP7_Violent • PPP8-‐_Consequences
Store the Data
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Design the Nurture
PPP_Violent PPP_Disrespectful PPP_Consequences
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Selected Program Tracks
Customizing the Nurture
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
Personalisation Data Sources
Customer Profile
Customer Behavior
Personas
To know a person … watch what they do, not what they say.
Danny Santagato
PaperStyle – Custom Invitations
-‐ Sending batch and blast -‐ No targeting
-‐ Response rates declined
Agency Whereoware -‐ Analyzed site behavior
-‐ Purchase patterns -‐ Wedding process
-‐ Created wedding timeline
Purchased wedding products
Wedding essentials
Wedding nurturing
Wedding favors
Bridal party gifts
Thank you cards
Friend’s wedding nurturing
Bridal shower invites
Shower tableware
Bach. invites
Bach. tableware
Wedding gifts
Your wedding?
Clicked on wedding link
Yes No
7 days
6 weeks
3 weeks
7 days
7 days
7 days
7 days
7 days
7 days
Nurture Program
BRIDAL SEGMENT
Web site or email click behavior drops you into Your
Wedding or Friend’s Wedding nurture
Your Wedding Track
Friend’s Wedding Track
Results – Avgs Across Both Programs
-‐ Open Rate Increased -‐ 244 % -‐ CTR Increased -‐ 161 %
-‐ Revenue Per Mailing Increased -‐ 330 %
Personalisation Data Sources
Customer Profile
Customer Behavior
Personas
Let’s build a Master Database
Fleetwood Expedition
Thor Motor Coach
RV Owned
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
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
Non-‐PKU
PKU Child
PKU Adult
Images change
Free samples change
All Emails Reflect Selected Persona/Condition in Every Way Possible!
In summary, Personalization …
@LorenMcDonald
…can be deployed in multiple ways.
… increases customer satisfaction and brand affinity.
… helps take your marketing to a higher level
Let’s do this personalisation thing!
The Silverpop Digital Marketing Platform
silverpop.com silverpop.com/marketing-‐resources
www.slideshare.net/silverpop Twitter.com/silverpop
Facebook.com/silverpop
