Category Archives: IBM

Silverpop how-to: using web tracking to drive dynamic content

michelleThis week, we welcome a guest post from one of our Senior Web Marketing Managers, Michelle Graves. Michelle is Silverpop Certified and works with some of our most high-profile clients. Here, she walks us through using website behavior to create relevant personalized emails.

Nowadays, there’s no excuse for one-size-fits all email marketing. There are tools that make it easy to identify online user behavior right down to the topic or page they visited. With this type of information at your fingertips, it’d be silly NOT to target emails towards customer interests!

Think about this concept in your own life: would you rather a store employee help you find clothes in your size and style, or just haphazardly throw all sorts of garments in your cart? This is a light-hearted example, but it’s representative of a larger pattern. Automated, targeted messages have become all the rage for one crucial reason: your customers like them. Continue reading

Silverpop how-to: setting up a basic preferences center

danThis week, we welcome a guest post from one of our Senior Online Marketing Managers, Dan Caro. Dan is Silverpop Certified and is in charge of designing and optimizing email campaigns for many Whereoware clients. Here, he discusses the ins and outs of the Silverpop preferences center feature, why you should set one up for yourself, and how to go about doing just that! Let’s take a closer look.

If you’re new to the Silverpop platform, you may not know what a “preferences center” is. That’s okay! It’s simply a feature that allows your recipients to opt in and out of content lists based on their email preferences.

We’ve found that this is a great way to build trust and rapport with your recipients. Providing options demonstrates that you respect your customers’ choices; you acknowledge that they may not want to receive everything you are sending, and they appreciate that you are being mindful and respectful of their wishes. It’s a win-win situation! Continue reading

Silverpop how-to: using Contact Insight

Peter_BHG_Sept13This week, we welcome a guest post from one of our Web Marketing Managers, Peter Bergen. Peter is a Certified Salesforce Administrator and is also Silverpop Certified. Here, he walks us through Silverpop’s Contact Insight feature, sharing what it does, why it works, and what a difference it can make for your marketing.

If you’re just getting started with Silverpop, then you might not be aware of all of the neat features that are built right into the platform. One of those features that I think everyone takes for granted is Contact Insight.

What makes this so important? The Contact Insight function provides rich information on your contacts’ online behaviors, including the emails they’ve opened, the links they’ve clicked, the pages on your website they’ve visited, and much more.

The Contact Insight page, which is available out-of-the-box for all records in all of your Engage databases, can be accessed through the Engage platform, sent in lead alerts, and integrated with your lead/contact detail pages in your Salesforce environment. Let’s take a closer look at the specifics: Continue reading

Silverpop how-to: combining A/B tests with Send Time Optimization

jaredThis week, we welcome a guest post from one of our Web Marketing Managers, Jared Ruppert. Jared is Silverpop Certified and in charge of designing and optimizing email campaigns for many Whereoware clients. Here, he explains the benefits of Silverpop’s A/B testing and Send Time Optimization (STO) features…and shares a nifty little trick for making the two work together!

Want to increase open rates and ultimately boost your bottom line? Silverpop’s A/B testing and Send Time Optimization (STO) features are simple to use and can drastically improve your email performance. Silverpop’s A/B testing feature makes it easy to test things like “from name” and subject lines. The platform also offers automated Send Time Optimization (STO), which allows you to send your message to contacts at the precise day and time they are most likely to check messages (identified based on past behavior). Continue reading

Silverpop customers honored for delivering behaviorally-triggered campaigns with Engage Programs

Digital marketing technology provider announces winners of first Crawl, Walk, Run Programs Competition

ATLANTA, Dec. 19, 2012 – SilverpopTM, 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 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 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’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.


About Silverpop:

Silverpop 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. Visit at

Silverpop’s Tenth Annual North American Customer Conference Helps Marketers Achieve Superior Return on Relationship

Record Attendance, Partner and Client Awards, New Silverpop Logo, Performance by Blues Traveler

Atlanta, May 31, 2012 — More than 550 clients and partners attended Amplify 2012, Silverpop™’s tenth annual North American customer conference in Atlanta last week. The event featured 40 educational sessions led by experts from Silverpop, keynote speakers Steven Berlin Johnson and Chris Brogan and a record number of partners and clients. All speakers provided customers with strategic ideas and tactical steps to help achieve the highest return on relationship with Silverpop Engage™.

“The marketing world continues to evolve, and we must evolve with it,” said Bill Nussey, CEO of Silverpop, the only digital marketing provider that unifies marketing automation, email, mobile and social. “The best marketers right now are listening to their customers and prospects, reaching them at multiple touch points and then delivering relevant and targeted messages based on their behaviors. Silverpop’s products are the best in the industry at delivering these capabilities and we enjoyed helping our customers amp up their marketing efforts in ways that lead to stronger relationships, increased revenue and improved ROI.”
Continue reading Silverpop’s Tenth Annual North American Customer Conference Helps Marketers Achieve Superior Return on Relationship

SilverLining Network connects customers with more than 40 technology, consulting and agency partners

ATLANTA, January 24th, 2012/PR Newswire – Less than six months after launching its SilverLining Partner Network Silverpop,™ the only marketing technology provider offering advanced email marketing and marketing automation solutions, today announces 20 percent of its new business in 2011 was tied to partner relationships. Additionally, a third of current Silverpop customers are now using at least one Silverpop partner to complement their marketing efforts through Engage.

“In addition to delivering top-notch features and functionality, we are also committed to ensuring that our clients have easy access to some of the industry’s most knowledgeable experts in areas such as CRM, Web analytics, e-commerce, email and marketing automation strategy and more,” said Will Schnabel, senior vice president of international business development for Silverpop. “Our most successful clients are those who become experts on our technology and also take advantage of our extensive partner network—taking their programs to the next level, but doing so as efficiently as possible.”

In addition to helping customers extend the value of Silverpop Engage through complimentary partner offerings, the SilverLining Network also serves as a lead generator and value add for participating companies. Since its launch in August, the partner network has already played a direct role in driving new business to several participants.
Continue reading SilverLining Network connects customers with more than 40 technology, consulting and agency partners

Silverpop: Whereoware LLC named Partner of the Year

Back in late May, members of the Whereoware marketing team got the chance to go to the 2011 Silverpop Client Summit. We’re big fans of Silverpop; their programs are easy to use and enable us to do what we do best, helping clients through marketing automation, lead generation and sales support, and even offering strategic consulting to guide them through large amounts of data.

We were already Silverpop’s largest B2B Agency Partner, and now we’re extremely pleased to announce that we’ve also been named Silverpop Agency Partner of the Year for our collaboration with Silverpop. We are extremely flattered and honored to win this award.

Marketing automation tip: 5 Silverpop programs to implement today

Automated targeted campaigns that work:We recently spoke at the 9th Annual Silverpop Summit about the ‘5 Programs to Implement Today.’  Find a copy of the entire presentation below.  Download the complete how-to guide:  5 Silverpop Programs to Implement Today (.pdf, 2.68 MB)
Welcome Campaign Example

Simply defined, automated targeted campaigns are emails that are directed to a specific group of people and are triggered based on a set of rules or criteria. The most classic example of this is the ‘Welcome’ campaign. It is sent to those who have just registered to receive your emails and is triggered off of that registration date.

We love automated targeted campaigns because we know they work! We have completed hundreds of these campaigns for clients over the years and have found huge increases in effectiveness when compared to normal blast mailings. Continue reading.

Whereoware named Silverpop Partner of the Year

Whereoware Honored for Outstanding Impact on Silverpop Customer Success

ATLANTA, June 2, 2011 — Silverpop®, the only provider of a scalable, integrated email marketing and marketing automation platform, has announced its Partners of the Year. The awards, presented during Silverpop’s ninth annual North American Client Summit went to Adobe®, for technology partner of the year, Whereoware for Agency Partner of the Year and Conselltants for Consulting Partner of the Year.

Adobe Online Marketing Suite, powered by Omniture, offers an integrated and open platform for online business optimization. Through the Adobe Genesis cloud connector for Silverpop clients, Silverpop and Adobe customers automatically pass data from Adobe SiteCatalyst, powered by Omniture, into the Silverpop Engage platform. Silverpop customers rely on this integration to identify browsing-based events, such as abandoned shopping carts, and then leverage this insight within the Engage platform to enable automatically triggered email re-marketing campaigns. Clients who utilize this integration have experienced returns as high as 400 percent.

“Working closely with the Adobe organization, we have seen tremendous adoption of our combined solutions, more than doubling the number of Genesis integrations over the last 12 months,” said Will Schnabel, vice president of business development for Silverpop. “Our mutual clients are seeing incredible ROI and are continuing to enhance their programs with expanded integrated offerings such as Adobe Test&Target, powered by Omniture.”

Whereoware plays a critical role assisting Silverpop clients migrate from the Engage B2B platform to Silverpop’s new, combined Engage solution by providing both strategy consulting and execution services. Whereoware’s offering includes: marketing automation, Silverpop program audits, integration, data integration services and website development and integration. They focus on getting the most out of each client’s Silverpop program, maximizing customer performance and ROI on the Silverpop platform.
Continue reading Whereoware named Silverpop Partner of the Year