11. 11
500,000 subscribers X
4 broadcast emails per week
> (200+ emails annually)
X 0.25% unsubscribe rate
= 1250 lost per email
1250 X 200 emails
= 250,000 lost subscribers 50% of your
database = gone
12. While it works, this
batch and blast
approach is a
“hope” strategy.
@LorenMcDonald
36. "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 organization of forms
which give that event its proper
expression.”
Henri Cartier-Bresson
TheDecisive
Moment
37. So what does this “BMA”
thing look like?
I thought you’d neverask.
@LorenMcDonald
43. Welcome!
Onboarding Email(s)
• Dynamic based on specific
category items browsed
• 3-5 emails series
• Top sellers/recommendations
• Ends with “best offer”
51. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Cart or wish list
@LorenMcDonald
52. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Category
recently browsed
@LorenMcDonald
53. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
Replenishment
item based on
previous order
@LorenMcDonald
54. Add Your FavoritesFree Trial Expires SoonYour Bill is DUE
Don’t forget to Add your
Account
Dining Preference
Individualized mobile app experiences
• Content based on app usage
• Emails or push notifications to
drive repeat usage / purchases
• Rewards program status
Lapsed store
customer offer
@LorenMcDonald
55. • Jake Rawlins
• Online & Offline
customer
• Mobile app user
Mobile App + Geo-fencing + Universal Behaviors
62. A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content
through the most appropriate channel.
63. Silverpop is the
digital marketing platform that delivers
superior overall return on relationship
powered by the deepest insight into the
way customers behave.
64. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop