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5 Tactics to Drive Revenue with Bronto

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Learn 5 tips including utilizing a welcome series and abandoned cart messages that can help you drive revenue with Bronto.

Learn 5 tips including utilizing a welcome series and abandoned cart messages that can help you drive revenue with Bronto.

Published in: Technology, Business

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  • Hello everyone, thanks for joining! My name is Skip Mangum, I’m the Director of Account Management here at Bronto, and I’m going to be your presenter today. As we approach the holiday season, we wanted to talk to you today about ways you can drive more revenue with Bronto. This is the first in a series of webinars we’ll be doing.
  • http://www.clickz.com/clickz/column/1691906/segmentation-strategy-the-welcome-email-seriesMyBuys Bronto Brochure
  • If someone hasn't purchased in 90 days/6 months/etc - consider sending them a coupon to encourage another purchase. Often done via the “We Miss You” approach. This rule would be based on a "Last Purchase Date" field, i.e. Rule: Send this message “x” days after “LastPurchaseDate”This can also work for businesses that use member sites. For folks that haven't logged into your site in a while – you could use use a “Last Log-In Date” field and send an automated messages encouraging them to check out the site as things have been updated, let them know what they’ve been missing, etc. Good opportunity for NON-PURCHASER SERIES! Perhaps deals get better over time in an effort to get subscribers purchasing again. If they’ll only respond to incentives or discounts, provide them! RESULTS EXAMPLE: D'Artagnan - sent to group of contacts that hadn’t purchased in a while. They sent a “come back” email with a remail a few days later offering free shipping with any purchase. They were impressed with the 6.9% conversion rate, showing that with the right offer, inactive customers can be persuaded to purchase.There’s also the opportunity to capture those that haven’t opened or clicked a message (especially prospects) with this type of messaging. Perhaps it’s a survey or a stern warning that they’re going to get cut off to get them to either prove they’re still interested or remove them. Expect the response to be low, but this is vital in today’s deliverability world and will help improve your results overall.
  • If someone hasn't purchased in 90 days/6 months/etc - consider sending them a coupon to encourage another purchase. Often done via the “We Miss You” approach. This rule would be based on a "Last Purchase Date" field, i.e. Rule: Send this message “x” days after “LastPurchaseDate”This can also work for businesses that use member sites. For folks that haven't logged into your site in a while – you could use use a “Last Log-In Date” field and send an automated messages encouraging them to check out the site as things have been updated, let them know what they’ve been missing, etc. Good opportunity for NON-PURCHASER SERIES! Perhaps deals get better over time in an effort to get subscribers purchasing again. If they’ll only respond to incentives or discounts, provide them! RESULTS EXAMPLE: D'Artagnan - sent to group of contacts that hadn’t purchased in a while. They sent a “come back” email with a remail a few days later offering free shipping with any purchase. They were impressed with the 6.9% conversion rate, showing that with the right offer, inactive customers can be persuaded to purchase.There’s also the opportunity to capture those that haven’t opened or clicked a message (especially prospects) with this type of messaging. Perhaps it’s a survey or a stern warning that they’re going to get cut off to get them to either prove they’re still interested or remove them. Expect the response to be low, but this is vital in today’s deliverability world and will help improve your results overall.
  • Transcript

    • 1. 5 Tactics to DriveIncremental Revenuewith BrontoSkip MangumDirector of Account ManagementBronto SoftwareAugust 11, 2011
    • 2. 5 Tactics to Drive Incremental Revenue 1 Welcome Series 2 Remailing 3 Re-Engagement 4 Post-Purchase 5 Abandoned Cart
    • 3. The Proof Is Out There• Abandoned cart emails get 20X the transaction rates and revenue of standard email campaigns• The average welcome series generated 6X the revenue per e-mail sent when compared to the rest of their e-mail programs• Forrester reports that 19% of consumers convert to purchase from emails that contain a product they were already considering.
    • 4. 1. Welcome Series • Introduce • Paint a picture • BE HELPFUL • Inspire • Incentivize Revenue Driver Revenue DriverArt supply company saw a Paddle sports retailer 345% increase in open implemented a welcome rates. series and saw a 737% increase in newsletter conversion rates.
    • 5. Welcome Series Example in Bronto
    • 6. 2. Remailing• Based on non-open, non-click or non- converts• Different changes based on remail trigger Revenue Driver Shoe retailer’s remailing • New subject line campaign counted for • New call-to-action 11% of overall revenue. • New offer Revenue Driver• Smart and simple way A top online florist to generate more generates 50% of revenue revenue from remails
    • 7. Remailing in Bronto Part of the Message Scheduling process
    • 8. 3. Re-Engagement Campaigns• Non-purchaser touch to encourage activity• Perfect for lapsed subscribers• Survey• Incentive Revenue Driver• Goodbye messages Art supply company sent offer to non-engaged subscribers and generated $65k in revenue.
    • 9. Re-engagement in Bronto In the Bronto App Contacts Manage Clean
    • 10. 4. Post-Purchase • How-to- guides, product care • Product reviews • Cross-sells/up-sells • Lifecycle offers • Reorder reminders Revenue Driver Revenue Driver Roku product review Biological supply request: 17k reviews and customer:lifted conversions by 20%. 507% Increase Open Rate
    • 11. Dynamic Segments for Post-Purchase In the Bronto App Contacts Segments
    • 12. Workflow for Post-Purchase Receipt Product Guide
    • 13. 5. Abandoned Cart• Highly effective (20X revenue/conversion Revenue Driver rate) Denim online retailer has 56% open rate & 3X• Considerations: conversion rate on abandoned cart emails. • Permission • Cart data • Customer service Revenue Driver info An online shoe retailer • Timing increased their conversion • Incentives rates by 28% from an abandoned cart program • Product inclusion
    • 14. Abandoned Cart with Bronto Abandoned Cart 56 Abandoned 56
    • 15. Key Takeaways Easy to execute ideas Better data = to generate Better results revenue Account Drag-and- management, drop interface strategists, makes professional automation services here easy to help
    • 16. Thank You for Attending! Account Management am@bronto.com skip.mangum@bronto.com Learn more about Workflow Automation Brontoversity.com – “Automated Workflows Contact Your Account Manager Follow Up Email Workflows Automation Strategic Sprint Service Webinar Recording Contest Link