using email marketing and live chat to build customer loyalty by LTrunk3487


									A white paper Bringing humanity back to the web using email marketing and live chat to build customer loyalty
Sponsored by GOT Corporation &

Bringing humanity back to the web – GOT Corporation &

Using email marketing and live chat to build customer loyalty
Movies often romanticize the not-so-long-ago “old days” when people took the time to shake hands, smile, and make eye contact at the corner general store. And in the “old days”, consumers stayed loyal to a certain store precisely because it was on their corner. In today’s world, it may seem like there is barely enough time to stay on top of running a business, let alone for perceived luxuries like personal interaction over every transaction. But because the internet has made it so easy to hop from one vendor to the next, the onus is on business owners more than ever to provide a level of service that will earn their customers’ loyalty and trust. Trust is an essential ingredient in online shopping. Before even considering making a purchase, a consumer has to trust in the quality of the merchandise, the origin of the product, the fairness of the price, the security of his credit card number, the service of the merchant should anything go wrong…. The larger the purchase, the more trust is needed. A positive experience will earn you a repeat buyer who will also refer new business your way. The best way to gain the trust and loyalty of your customers is to build relationships with them on line. The question is how build relationships in an efficient, automated way, so that you don’t end up sacrificing other parts of your business.
Marketing messages that are personalized, targeted, and well timed are more likely to convert into sales, and can “increase net profits by an average 18x more than broadcast mailings” (JupiterResearch, 2005).

Email – From mass blast to personal relevancy
In its early days, email marketing gave entrepreneurs a quick and easy way to communicate with their customers. Email marketing ‘broadcasts’ or ‘blasts’ were (and still are) an affordable and effective way to boost sales, as they cost just pennies to send and often pay for themselves with a single sale. As customers become more email savvy, it is increasingly rare to find businesses relying solely on broad, non-targeted email blasts. Readers know what they want (and what they don’t), and it’s up to email marketers to provide messages that are targeted to the individual if they want readers to open and read them. Creating one-to-one dialogue with customers is becoming the new standard in email marketing.
Reaching out to contacts at critical points in your sales cycle can generate 15% more conversions, and are twice as likely to get conversion rates of 5% or more than broadcast mailings (JupiterResearch, 2005).

At the heart of this evolution is the idea of relevancy: delivering the right message, to the right person, at the right time. The first step in achieving relevancy is to tailor messages to demographic attributes (like age, gender, geographic location), or to the relationship you have with an individual (staff, friends & family, leads, previous customers). Relevancy is also about timing. Reaching out to contacts as they hit critical points in your sales cycle can generate 15% more conversions, and are twice as likely to get conversion rates of 5% or more than broadcast mailings (JupiterResearch, 2005). The right email marketing product will let you schedule campaigns in advance. Take your message automation to the next level by setting up automated, ongoing campaign-sending rules. You only have to set the rules once to have campaigns automatically launch at key lifecycle moments, triggering welcome messages, firstpurchase coupons, reminders to lapsed customers and product replenishment messages. Finally, relevancy is about reader-expressed interest. If you sell multiple products or have mixed target markets, be sure to set up separate publications for each, or run surveys to learn what subjects your readers care about most and segment accordingly. Achieving relevancy is easier than you may think with email marketing products like the Campaigner® series from GOT Corporation. The Campaigner products help you take

In order to build relationships you have to create dialogue. In other words, listen to what your customers are telling you so that you can go beyond mass marketing (“one-to-many”) and into truly individualized, “one-to-one” messaging. Investing the time to do it right will pay off. Multiple case studies show that marketing messages that are personalized, targeted, and well timed are far more likely to convert into sales, and can potentially “increase net profits by an average 18x more than broadcast mailings” (JupiterResearch, 2005). Two communication technologies that have come a long way in their short history are live chat and email marketing. Used to their advantage, they can help you listen to your customers and respond accordingly, thus creating true dialogue – all in an automated way.

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Bringing humanity back to the web – GOT Corporation &

advantage of some of the built-in features described below, so you don’t have to be an advanced marketer to start building relationships through targeted, relevant information to your customers and contacts. 1. Segments As you plan your next marketing move, start by asking yourself what natural groups or segments there may be in your audience. Split your contact list and messaging into at least 2 sub-groups or segments with like characteristics. A flexible email marketing tool will allow you to create segments based on any combination of demographic attributes (e.g. age, gender, average purchase amount); expressed reader preferences (e.g. skiing, swimming, hiking); or actions taken on a previous campaign (e.g. opened, clicked, forwarded). 2. Opt-in forms In order to create relevant, personalized content, you’ll need to know your audience. Set up dedicated “Subscribe here” buttons for each sub-group, making it easy for newcomers to opt-in to the appropriate list from the start. Customize these opt-in forms by adding a few fields relevant to your business (e.g. gender, shoe size, zip code). This invites customers to tell you more about themselves as they subscribe so you can better segment your list and tailor your messaging. You can even use the forms as a survey or coupon tool! 3. Dynamic content Your may want to send similar content to multiple segments, but with a tailored offer to each group. For example, a travel agency specializing in cruises could send a spring-break offer to its entire contact list, but will recommend different cruise lines to honeymooners, families with children, and senior travelers. Applying dynamic content rules to your campaign allows you to send a single template with a consistent look and feel, but automatically ensures only the right contacts see the right body text, images, and special offers. 4. Detailed reports Pay attention to detailed reports that will help you learn more about your reader and customer profile, so you can continue to fine-tune your messages and list segments.

By taking advantage of powerful features like segmentation, recurring campaign scheduling and dynamic content, you can automate the process of sending truly personalized messages to your customers.

Live chat
Chat is another technology that has recently undergone a major evolution. Once seen as a passive method allowing website visitors to request help or ask for information, today’s chat applications can monitor visitor navigation behavior and proactively invite targeted customers to have a conversation with you to accomplish their online goals. Customers have many ways of communicating with you. Like paying attention to body language on a first date, you can learn a lot about your customers by paying attention to what sites they arrive from, what path they navigate on your website, and which pages they spend extra time on. Let them know you are hearing the message by responding accordingly. If a site visitor spends extra time on a particular page, have a chat window proactively pop up asking if they are stuck, or want to learn more. If visitors click onto your website from a keyword search “espresso machine”, save them the trouble of searching through your kitchen portal by proactively asking if they are interested in learning more about that product. For website visitors who would prefer to talk on the phone, or for more complicated questions, visitors can select a click-to-call option and have a rep call them. Before “big brother” concerns crop up, think about what it’s like to call your local phone company or bank for your account balance. You struggle to key in your account information in a touch-tone pad, only to have to repeat it to an agent moments later. You end up toggling between waiting on hold and being transferred from department to department, repeating your mother’s maiden name. Good chat technology is strictly permission-based: it’s always up the website user to actually engage in the chat or not. New York-based LivePerson offers a solution that goes beyond chat. Their permission-based technology automatically monitors site traffic, identifies top prospects and proactively reaches out to them in real time.

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Bringing humanity back to the web – GOT Corporation &





Dollars generated per month

Alongside routed email messages, reps have access to chat logs and website navigation histories, which eliminate the frustration of making customers repeat themselves when transferred to other departments or colleagues. Let customers know that your business is listening to them, not just an individual rep.




Using email and live chat together
Here are some concrete ideas for combining these two technologies and achieving far greater results than you could with either alone. – Add a “chat with me” button to your outbound emails. This turns potentially one-way emails into an opportunity to engage readers in two-way dialog. If readers click through from your email campaign to a campaign-specific landing page, use a pro-active chat window to invite those who spend 30 seconds or more to a free trial of your service. When readers arrive at your website from an email campaign, use LivePerson’s real-time website traffic monitoring tools to see whether they’ve clicked through from “Ladies’ new fall fashion” or “Men’s summer clearance”. Automatically initiate a conversation tailored to their interests. Download site-visitor (or ‘clickstream’) data periodically (e.g. weekly) from your website. You can then use this information to group your audience into segments according to which pages they visit and where they spend the most time. This allows you to personalize content to reader interests, whether by running separate publications or by having dynamic content appear readers based on their interests. Email marketing applications like CampaignerPro have an API that could have clickstream data feed automatically into your account to feed additional outbound campaigns



$0 Broadcast Triggered Life cycle Targeted Web site clickstream

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Surprisingly, it is currently highly underutilized, leaving the door wide open to innovators to take advantage of this technique. “JupiterResearch projects actual use of such features will occur during the next 16 months to 18 months… Marketers deploying and using them comparatively sooner will enjoy a competitive advantage over broadcast marketers.”


Building one-to-one relationships through personalized, automating marketing campaigns is easier and more cost-effective than you might think. It’s not just for the big agencies and the Fortune 500. On the contrary, it is small and medium sized business who have the most competition and therefore the greater need for differentiation and establishing customer loyalty.

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One of their products, LivePerson Contact Center, automatically recognizes keywords in incoming email messages and routes them accordingly. For instance, when customers email your company requesting information, LivePerson Contact Center routes the messages to the appropriate department and prioritizes them in the sales or service queue based on message content. Situation-specific templates can be quickly used to create tailored responses to customers, who can click to chat or call to speak with a company representative.

According to JupiterResearch report “The ROI of E-Mail Relevance”, leveraging clickstream data produces better results than any other email marketing relevancy technique. Relevance delivers more revenue improvement than broadcast
Monthly revenue Monthly net profit


Bringing humanity back to the web – GOT Corporation &

GOT Corporation and LivePerson understand that the small and medium-sized business owner faces time, money and staffing constraints. Their affordable products make it easy to leverage sophisticated technologies, so you can get more out of your marketing and communication efforts. The beauty is that with the right tools, it will actually cost you less time and effort to be a more effective marketer. Both companies offer products that are accessible through a web-based (‘software-as-aservice’) model. You get anytime web-access and security without the expense of software and hardware acquisition or the hassle of technology maintenance. Creating dialogue that fosters relationships and trust will be the difference that generates long-term loyal customers and real referrals. Ultimately, it’s one of the most important ways you can retain customers and differentiate your business on the web.

About LivePerson
More than 5,000 Small & Midsize Business (SMB) customers are using LivePerson’s awardwinning live chat and contact center solutions to improve online sales, deliver live help and manage interactions across all channels: chat, voice, email, and self-service/knowledgebase. Visit us at and find out how you can achieve results like these: – Increase conversion rates: visitors who chat are three times more likely to buy, and their average order sizes are 35% higher than non-chatters. Improve customer satisfaction: chatters are twice as likely to return to the same website within a day, and exit surveys reveal that 85-90% of chatters rate their service experiences as “good” or “excellent”. Lower service costs and improve productivity: Shifting service requests from phone to chat can reduce the average cost per interaction by 80%



About Got Corporation
GOT Corporation’s Campaigner products enable organizations to have highly personalized one-to-one email dialogues with their customers. The Campaigner Software-as-aService platform allows organizations to quickly implement effective and relevant permission-based direct marketing campaigns. Campaigner products enable organizations to communicate with customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way - resulting in more profitable relationships. Founded in 1999, GOT Corporation partners with industry leaders such as Yahoo! and provides solutions to companies such as AT&T and PriceWaterhouseCoopers as well as thousands of small and medium-sized businesses. Visit us at

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Bringing humanity back to the web – GOT Corporation &

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