Getting Personal - Using Content to Connect with Customers
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The document discusses the evolution of marketing from traditional push methods to engagement-driven strategies, emphasizing the importance of humanizing content to connect with customers. It highlights successful campaigns, such as Air New Zealand's 'personality allowed', showcasing impressive open and click rates, and suggests a three-step approach to building dialogue using customer data. The key is to leverage various forms of customer data to inform messaging and improve engagement.
Getting Personal - Using Content to Connect with Customers
- 1. Getting Personal: “Humanising” Content to Connect with CustomersTwitter: @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 SharingSocial, Conversations, Participation, User Feedback
- 11. Not a fad…but a way of life750M 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
- 21. Air New Zealand
- 29. Air New Zealand“Personality Allowed” campaign yields impressive results for Air New ZealandOverview of Solution/Benefits“Personality Allowed” campaign yields impressive results
- 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
- 33. Incredibly positive feedback from customers & crew TONE is very important!Think about HOW you say it.
- 34. Gaylord Cart Series 3-part series- 1st email within 1 min- 2nd after 24 hours 3rd after 7-days
- 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
- 45. Get Real.Get Human.Add Value.
- 46. “What a brilliant campaign..I think this is the first piece of e-marketing that I have ever received that I thoroughly read, found helpful and actually printed out.”-Air New Zealand customer3-Step approach to building dialogue with data you already have availableLeverage explicit data from opt-in forms and preference centers to know where to begin.
- 47. Use the intelligence gathered from inferred data and your monitoring (LISTENING) to understand tone and relevant messaging.
- 48. Drive your programmes by implicit data. Let behaviours and recipient actions tell you when to send, what to send next, etc. Thank you!Twitter: @rlevans & @Silverpopwww.slideshare.com/silverpopwww.silverpop.com
- 49. Resource Centreat silverpop.comWhite papersWebinarsBlogsCase studiesNewslettersPresentations on SlideSharewww.slideshare.net/SilverpopNew Study: Top 100 UK Retailers Available Now