Silverpop™, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announces the winners of its first Crawl, Walk, Run Programs competition. Throughout November, Silverpop customers shared successful implementations of Engage Programs and a winner was selected in each of four categories. The submissions ranged from novice users setting up their first automated Program to more experienced users creating multi-track, behaviorally triggered campaigns.
"Today's marketers are challenged with delivering relevant, engaging content that moves their contacts through a purchase decision," said Karen Marchione, director of customer marketing with Silverpop. "Engage Programs allows marketers to easily set up paths to distribute messages based on a recipient's behaviors - delivering content when their brand is already top-of-mind. We were thrilled with the number of entries we received in our first Programs contest as it confirms that our customers are using our tool to not only increase internal efficiencies, but also improve the relationships with their customers, ultimately driving more revenue."
Engage Programs enable marketers to build sophisticated campaigns that incorporate behavior-based rules, whether it's a triggered message delivered on a recipient's birthday or a nurture email designed to nudge prospects through the buying process.
The four categories in which customers could enter included the following: Crawl, for Programs beginners; Walk, for customers who have experienced recent success using Programs and; Run, for customers who successfully implemented a sophisticated Program within the last 12 months; and Agency, for Programs implemented on behalf of a client. Among the more than 70 entries, the four campaigns below were recognized as winners:
• Crawl - CaringBridge.org: CaringBridge is a nonprofit social network that relies on donations to support its free services. In a program designed to cultivate donor relationships, the CaringBridge marketing team established one track with three email steps. The series begins two weeks after a first-time donation and ends by asking for a second gift.
This is CaringBridge's first online attempt at creating long-term engagement and loyalty based on donor behavior. On average, nonprofit fundraising emails experience a 12 percent open rate and 0.47 percent click-through rate - the CaringBridge Program achieved average open and click rates at least three times those measures.
• Walk - Cardinal Health: Cardinal Health is using marketing automation and behavioral-based actions to create online lead generation, reach a new target call point for sales, educate contacts who may not be familiar with what their Nuclear Pharmacy Services business offers and provide high-value leads to its sales team.
The Cardinal Health Program incorporates multiple tracks, Engage Web forms and Dynamic Content and acts on a user's interaction with prior campaign assets. This is the company's first attempt with an automated email and online Program. The results included above-average Web form conversion rates and increased activity for its sales team.
• Run - Nevada State Bank, a Zions Bancorporation affiliate: Nevada State Bank wanted to create an onboarding experience designed to cross-sell five or more distinct online banking products, to re-engage and grow its online customer base and to track customer interaction with its online offering and email campaigns. In the last six months, as a result of the bank's automated Program, more than 5,000 consumer onboarding emails were distributed and internet banking enrollment increased by 6 percent.
• Agency - Whereoware on behalf of PaperStyle.com: PaperStyle.com is an online invitation and stationery company. To help nurture and potentially upsell the company's existing customers, Silverpop partner Whereoware designed the email creative and developed and executed a Program around baby shower invitations, one of PaperStyle.com's more popular product types. Users interested in baby shower products are targeted based on past purchase history captured in relational tables, website behavior, Web form data and behavioral click tracking within emails. The program has a 216 percent higher open rate and a 389 percent higher click-through rate than the average email send.
Silverpop (silverpop.com) is the only digital marketing technology provider that unifies marketing automation, email, mobile, and social. Its customers achieve superior Return on Relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI, and deepen brand loyalty. Silverpop's commitment is to offer a platform that is complete, not complex-so that marketers from any size organization can easily achieve digital marketing success. The company offers a world-class services team, 24/7 customer support and a network of partners to ensure that every client gets the right mix of solutions for their specific digital marketing needs. Silverpop is trusted by more than 5,000 brands around the globe.