Silverpop Debuts E-Commerce Marketing Solutions, Services

Turnkey automated campaigns are designed for users to engage with customers using prebuilt first purchase, loyalty and win back messaging templates.

Digital marketing software specialist Silverpop announced the launch of marketing automation solutions for e-commerce businesses, including purchase insights to marketers information about the amount of revenue attributable to email.

The purchase insights service also provides information on how multitouch campaigns increase revenue, and the impact of their campaigns on total orders and average order value (AOV). E-commerce companies make up Silverpop’s largest customer segment, representing about 300 clients.

"Most marketers aren’t asking for specific features, they need help solving business problems and they want the path to success to be as convenient as possible," Bill Nussey, CEO of Silverpop, said in a statement. "With these new solutions, retail and e-commerce marketers can come to us with a challenge and we can help them make a positive impact more quickly and easily than any other approach in the market today. These solutions are focused on outcomes and we are looking forward to seeing them improve results for an already very successful segment of our customer base."

Turnkey automated campaigns are designed to help marketers engage with customers using prebuilt first purchase, loyalty and win back messaging templates, while the engagement insights offering tailors Silverpop’s scoring functionality to the customer lifecycle.

This offering measures RFM metrics, a method used for analyzing customer value, engagement levels, lifetime value (LTV), how engagement is changing over time and how likely engaged customers are to buy.

"Understanding the ROI of our marketing campaigns has always been a black box for us," Imran Hassan, director of marketing for Folica, said in a statement. "Now we’re able to measure how much revenue each marketing campaign generates and we can use this data to reallocate resources for future campaigns."

Through a partnership with Windsor Circle, Silverpop’s Ecommerce Connector offering allows for out-of-the-box integrations between Silverpop and multiple e-commerce platforms, including ChannelAdvisor, Magento, Shopify and others.

"A marketer’s world can be very complicated and we look forward to removing some of the barriers to success," Nussey added. "With these solutions our customers can create more rewarding experiences for every individual they interact with while also having more visibility into their own metrics. This is a clear win-win for the marketer."

The solutions are the first in what Silverpop plans to be a collection of industry and interest-specific offerings. Each package will bring together technology and services into a solution designed to reflect the particular needs of certain groups of marketers and in order to help them meet their goals more quickly.