Trigger based marketing automation

Introduction

Twitter.com/hanssmellinckx

HANS SMELLINCKXInnovation & Marketing Projects

20 years experienceFounder

Social Marketing Forum®Evolution

Social MediaE-mail Marketing

Digital Marketing

Omni-channel Marketing

Mobile MarketingMetrics, KPI’s & dashboardingBlogger

Thomas Cook Belgium

CRM

Branding & Reach

TEDx FlandersConsultant

ARTOOS|HAYEZ

Writer

Some of My References

29€

www.emailmarketing2015.com

Challenges

MARKETING

No kids! No kids! 90% irrelevant

One size fits allNo share ability 100% SPAM

NO emotion

Once a customer always a customer?

Slow experience

Fast experience

standard modular

Slow delivery

Instant gratification

Most precious:

TIME

Create a value for your shareholders

Sales driven

Connect people: internal & external

Future driven

BRAND X

• Does not think• Act as we want it to act • Only improve if we want it to improve• Creates a huge amount of dataThe Machine

Team Digital

Team not Digital

Direct Marketing

And much more…

The forgotten mile|THEORY

How many contact points?

Privacy by design + Respect!do

Progressive profiling

Follow up loops

Behaviour data collection

The forgotten mile|REALITY

1 week later…

?

CONVENIENCE REINFORCE PROPOSITION SENSE OF URGENCY

Source: webtrends & silverpop

http://www.slideshare.net/Silverpop/shopping-cart-abandonment-real-time-webtrends-silverpop

www.breakfastsessions.be

Key to success

Newsletter: 1 x week

DM: every month

Abandon cart: min. 1 x week

Inspiration: every quarter

CAMPAIGN DATA

Data capture: 2 x year

automated: Happy b-day, thanks, upsell

Dynamic profile: clicks of newsletter first

Connect sales data!

Connect offline data!

WHY?Average conversion:

E: - 0.5%Paper: 2.5%

WHY?If done right :

E: 2/3% (Abandon cart: 30%)

Paper: 6/7%

So now you know how you

can double your revenue!

THANKYOU

@hanssmellinckxConnect and ask for the abandonned cart report