#SPOPMCSYD

Case StudiesNick Simms

National Channel Manager – FoodserviceHJ Heinz

Michael TwomeyHead of StrategySilverpop APAC

Case Study: Heinz Australia

• Automate and save resources

Case Study: Heinz Australia

• The Situation

Large business with a wide network of products and re-sellers.

Strained sales team dealing directly with orders and company updates.

What we did

• Created email messages to forge strong relationships with business customers.

• Launched email promotions to build a more segmented database.

• Used findings to create easily customisedemails targeting individual vendor preferences.

The Payoff

• Strengthened vendor relationships.

• Email sales outperformed the combined results of all Heinz Australia sales representatives.

• Increased ROI by using resources in a more targeted manner.

Case Study: Thai Airways

• Understand your customer and stay relevant

The Situation

• 42 weekly flights between Bangkok and Australia.

• Growing database of more than 100,000 Australian travelers.

• Looking for timely and relevant solution to engage and widen customer base.

• Leveraged emails, surveys, landing pages to create a clean and segmented database.

• Used highly segmented data to create relevant and compelling marketing campaigns.

• Integrated Send Time Optimisation and Share-to-Social features to maximise deliverability and impact.

What we did

• Email open rate surged to 61%, with one in five customers updating their information.

• Social sharing links generated more than 1.5 million Facebook impressions and thousands of new users.

• Current average open rate at 41% (Australian industry average at 16-24%).

The payoff

#SPOPMCSYD

5 Tips in 5 Minutes

Michael TwomeyHead of Strategy

Silverpop APAC

5 Tips in 5 Minutes

Which ones will you adopt?

1. One click enrichment.

• Mock up preference centre with social signin

2. Use scoring & behaviour to drive next steps

Subscribers / Visitors

1st TimeCustomers

RepeatCustomers

Unengaged Customers

300 400 600 -400-200

Welcome Campaigns

1st Purchase Campaigns

Repeat Purchase

Campaigns

Loyalty Campaigns

Reengagement Campaigns

LoyalCustomers

95.9 %Batch

Campaigns

4.1%Triggered

Campaigns

Sales GeneratedVolume of Emails sent

59.8 %Batch

Campaigns

40.2%Triggered

Campaigns

2. Use scoring & behaviour to drive next steps

3. Create a pre to post sales process

Pre-Transaction

• Browse abandonment

• Cart abandonment

Purchase Process

• Order Confirmation

• Order status

• Shipping notice

• Shipment confirmation

• Trip preparation

Post-Purchase

• Satisfaction Survey

• Review request

• Review notification

• Recommendation

• Replenishment

• Repurchase

• Upgrades

Relationship

• Bounceback

• Account reminder

• Loyalty programs

• Account status

• Purchase anniversary

3. Create a pre to post sales process+50% of lost sales via remarketing

4. Test. Test.. Test.. Automated Multivariate testing

+ 58 %

+ 51 %

4. Test. Test.. Test.. Automated Multivariate testing

5. Let Automation do the heavy lifting

Which ones will you adopt?

1. One click enrichment

2. Scoring to drive next steps

3. Pre to post sales process

4. Test. Test.. Test…

5. Let automation do the heavy lifting