Getting Personal - Using Content to Connect with Customers
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Silverpop looks at the importance of using more "humanised" content in your email marketing programmes in order to better connect with customers, increase relevance and engagement and drive revenue -- with case examples from Air New Zealand, bmiBaby, King Author Flour and Gaylords.
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Getting Personal - Using Content to Connect with Customers
- 1. Getting Personal: “Humanising” Content to Connect with Customers Twitter: @Silverpop, @rlevans
- 2. About Silverpop 1,400+ customers Across 38 countries 95% customer retention >2B msgs sent per month across our customer base
- 5. Helen
- 8. From Push... Direct Mail, Bulk Email, Radio, TV,...
- 9. ...to Pull... Search, PPC, Blogs
- 10. ...to Engagement and Sharing Social, Conversations, Participation, User Feedback
- 11. Not a fad…but a way of life 750M 200M
- 12. Data = The Key to Creating Dialogue
- 13. Data in 3 forms
- 14. Inferred Customer DataWhat we learn by listening
- 15. Monitoring blogs, social networks and customer communities
- 16. Implicit or Behavioral DataWhat we learn by measuring
- 19. Explicit Customer DataWhat we learn by asking
- 20. Web forms Surveys Registration pages
- 21. Air New Zealand
- 30. Pre-flight emails – 69% open rate/38% click rate
- 31. Post-arrival emails – 62% open rate/40% click rate
- 32. Thousands of social media posts
- 35. Service tone
- 36. “Human”• 50% conversion rate
- 38. Impact on Email Marketing
- 39. Old Rule: Sell the sizzle, not the steak.
- 40. New Rule: Educate with grilling tips, recipes and wine pairing.
- 41. Let Customers Do the Selling
- 42. bmibaby.com & Triggered Emails
- 44. Results CCC Promo 1.5x Open rate 1.7x Effective rate
- 45. Get Real. Get Human. Add Value.
- 47. Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
- 49. Resource Centreat silverpop.com White papers Webinars Blogs Case studies Newsletters Presentations on SlideShare www.slideshare.net/Silverpop New Study: Top 100 UK Retailers Available Now