5 Powerful Purchase Data Points to Propel Your Email Program
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5 Powerful Purchase Data Points to Propel Your Email Program

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Data is valuable, but do you know the 5 most important data points in a customer lifecycle? Kristen Gregory, Director of Strategic Services, presents the most valuable data points that you can use to ...

Data is valuable, but do you know the 5 most important data points in a customer lifecycle? Kristen Gregory, Director of Strategic Services, presents the most valuable data points that you can use to drive revenue.

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  • Welcome! I am Kristen Gregory, Director of Marketing Services at Bronto Software. Today we’re going to talk about targeted marketing based on purchase behavior. We’ll discusssome smart segmentation ideas based on purchase data as well as some automated or trigger messages that you can set up to drive engagement and encourage further conversions.
  • Welcome! I am Kristen Gregory, Director of Marketing Services at Bronto Software. Today we’re going to talk about targeted marketing based on purchase behavior. We’ll discusssome smart segmentation ideas based on purchase data as well as some automated or trigger messages that you can set up to drive engagement and encourage further conversions.
  • Targeting messages around customer purchase behavior can make a big impact on your email program’s success. When you respond a specific way after someone has taken a specific action especially if you can automate these endeavors, clearly that’s going to be much more timely and relevant than your typical batch-and-blast messaging to your whole list. Because they are more timely and relevant, you can naturally expect to see better results. So, clearly we can expect to see better engagement – these messages typically see 30-80% open rates…We can also expect to see more money - - many of these messages create NEW, ADDITIONAL revenue that wouldn’t have come in otherwise.and certainly higher ROI - you're sending out less email with each send and getting a better response. 10-20x/RPEToday we’re going to focus on 5 datapoints that relate to purchase data. I’m going to give you ideas around how to use this data to segment as well as automate engaging messages that can propel your relationship forward and move customers into multi-buyers. Ultimately, our end goal is to drive as much revenue as we possibly can from existing customers. So let’s dive into what I believe are the top 5 purchase data points.
  • LAST PURCHASE DATE - I believe this is perhaps the most powerful field of all as it has tons of revenue-generating and relationship-building marketing potential. If you only bring one piece of purchase data into your email platform, this should be it!We’re going to spend most of our time today talking about ideas you can leverage using a last purchase date field.
  • Last purchase date = most important field you can possibly bring into bronto
  • 2. # OF PURCHASES MADE BY CONTACT - This can help you identify single-buyers and try various tactics to push a second purchase. (ULTIMATELY, THIS DATA IS THE ABILITY TO SEE WHAT % of YOUR CUSTOMERS ARE MAKING REPEAT PURCHASES AND AIMING TO IMPROVE THAT %) Lessens need to get more new names if you can get more from your existing list. You can also identify your most frequent purchasers and create VIP offers just for them. Or mail to them more frequently because you know they are interacting more…TREAT DIFFERENT FREQUENCIES DIFFERENTLY
  • 3. LIFETIME VALUE/TOTAL PURCHASE AMOUNT - This data can also help you recognize and segment out your top spenders and create a strategy specifically for them. Make these customers feel special. Welcome or invite them into an elite group where they can get access to products before others, receive exclusive offers, have a voice in product development (perhaps they get to vote on product features/colors!) and so on.
  • 4. AVERAGE SALE VALUE (or at minimum, last purchase value) - Knowing what customers spend on average can help you be smart about the offers you present. If someone spends $110 on average every time they purchase from you, you can feel confident they may take advantage of a deal offering a free gift or free shipping for purchases over $100 or you can try to push them a bit further than normal with a special offer at a purchase of $150 or more.If they tend to spend less, you can adjust your offers accordingly. In this manner, you could mitigate the margin you give away and keep a consistent coupon level with the offers you send.This is where you can leverage dynamic content in your sends to offer different coupons to those who spend different amounts on average.If your backend system doesn’t maintain Average Order Value, the Last purchase amount can still be very helpful.
  • 5. DOMINANT PRODUCT CATEGORY. If someone tends to focus their purchases in one of your categories – say outdoor & gardening out of all your home décor options or only clothing in your bike shop - you should consider targeting that customer with messages featuring that area of displayed interest. This could mean separate messages that focus entirely on those areas of interest or leveraging dynamic content within a regular send so that the main message corresponds.
  • At the end of the day, past purchase behavior is the best indication of future behavior and leveraging this data to create the most targeted and relevant offers possible, lines us up for success. I also think creating special programs/offers for your top spenders while simultaneously lining up targeted first-time or lapsed purchasers offers can significantly boost your bottom line.So, overall – here are some of the things I think you need to keep in mind:*You can’t be successful with this kind of marketing without the data. Import your database information as often as you can (and ideally that means at least daily! To create the most accuracy with some of the automated messaging). If you can tie your Web site data into your email platform, you should – that’s going to help us identify abandoned shopping carts and browsing information. Without any integrations or API updates, you should be able to at least line up messages based on the date of sign-up and whether or not subscribers have been opening or clicking on your emails.Think about where can you improve the customer experience and add revenue to your program based on the ideas we’ve discussed today. How will you treat your non-purchasers and your top spenders differently? Can you implement a welcome series or a product review request message? For most of the things we’ve discussed today, you can put the set-uptime in now and reap the benefits for a long time after. I recommend making a list of your messages so that if your logo or phone number, etc. changes you don't forget to update everything appropriately.Highly recommend updating creative yearly - new look! Keeps things from getting stale.The idea here is to crawl, walk, run...start simple and get more complicated. Don’t get too bogged down in details... This is obvious but often neglected in a busy marketer’s life: Measure results! Know what's working and what's not, make tweaks along the way! Measuring results also let's you know if something's gone awry - so check on stats regularly. Good idea to test your timing, your offers. You can drastically change results that way…
  • So that’s our presentation for today. I hope you’ve come away with some new ideas to drive additional purchases from existing customers leverage purchase data. Continue to check out the Bronto Blog as we continue to share new ideas with you over time!

5 Powerful Purchase Data Points to Propel Your Email Program 5 Powerful Purchase Data Points to Propel Your Email Program Presentation Transcript

  • 5 Powerful Purchase Data Pointsto Propel Your Email ProgramKristen Gregory, Director of Marketing Services@kristengreg
  • Bronto Webinars Thank you for attending Housekeeping blog.bronto.com Q&A community.bronto.com Recording @bronto Topic Suggestions? Bronto Nation Michael.ballard@bronto.com www.bronto.com/bpd
  • Our Contest
  • 5 Powerful Purchase Data Pointsto Propel Your Email ProgramKristen Gregory, Director of Marketing Services@kristengreg
  • Why RFM-Based Messaging? • Better Engagement • More Money • Higher ROI
  • 1. Last Purchase Date
  • Coupon/Offer
  • How-to, Accessories,Product Care
  • Product Review
  • Product Review SuccessAutomating review requestsincreased Roku’s annual reviewvolume from 1,000 one year to40,000 the next.
  • Re-Order/Refill
  • Refer-a-Friend
  • Refer-a-Friend SuccessAutomating refer-a-friendrequests led to:- 12x boost in referral sign- ups- 600% increase in direct sales
  • Lapsed/Never PurchasedSeries
  • Last Purchase Date Takeaways• How can you be helpful? Think product care tips or getting started guides.• Ask for reviews, use them to sell & build reputation.• Consider coupons to move single to multi-buyer.• Do your products have reordering potential?• Spread the word by automating refer-a-friend messaging post-purchase.• Automate touchpoints with lapsed customers.• Timing is key: Dont send prematurely. 1
  • 2. # of Purchases Made by aContact
  • 3. Lifetime Value or TotalPurchase Amount
  • Recognized, Reward, Inspire viaa loyalty program
  • 4. Average Order Value or LastPurchase Amount
  • 5. Dominant Product CategoryPurchased
  • Use Dynamic Content to AdjustOffers/Images/Products
  • Overall Takeaways• Get the Data• Use RFM data to treat non-purchasers, single buyers and top customers differently.• Document/List Triggered Messages• Update Creative Yearly• Crawl, Walk, Run• Measure Results• Test 1
  • Thank YouKristen Gregory,Director of Marketing Services at Bronto SoftwareKristen@Bronto.com@kristengreg
  • Thank You for Attending! Account Management am@bronto.com michael.ballard@bronto.com Follow Up Email Webinar Recording
  • Contest- Random Name Drawing- Bronto Drink Package