Show Me the Money:10 ways to boostrevenue
Todays Presentation:I want to talk about not only messages that havegreat conversion rates, but also about best practicesa...
Crawl, Walk, RunThere is always a place to start…
#10    Season Specific Sales What can it get me?      Bronto Online Retailer customers saw… 264% increase in revenue with ...
Thought throughcampaign
#2    One Day/Flash Sales What can it get me?     Bronto Online Retailer customers saw… One 5 hour sale made up 70% of tot...
Since ofurgency
#3     Friends and Family DiscountWhat can it get me?     Bronto Online Retailer customers saw…These messages made up 19% ...
Clear CTA
Since ofurgency
#4     Lapsed Purchaser MessageWhat can it get me?     Bronto Online Retailer customers saw…205% Increase in Open Rate78% ...
Don’t  leavemoney onthe table   Lapsed Purchaser
Re-Order ReminderLapsed Purchaser
#5    Post Purchase bounce back What can it get me?     Bronto Online Retailer customers saw… 211% Increase in Open Rate 4...
Sense of  urgency   Bounce Back Coupon Ideas for thenext purchase
Personalized    RelevantRecommendations
#6      Birthday CouponWhat can it get me?     Bronto Online Retailer customers saw…  An RPE that was ~4,000% times better...
Original            Reminder             to non-            convertersBirthday Coupon
Uses gender  and firstname of the   child       Childs b-day               Anniversary Utilizes an incentive
#7    RemailsWhat can it get me?     Bronto Online Retailer customers saw…Paid for the Bronto account 3x overAnother clien...
Remails          Screen shot of the app
#8      Shopping Basket AbandonmentWhat can it get me?     Bronto Online Retailer customers saw…139% Increase in Open Rate...
Reminder with NO   incentive
Another exampleProduct specific with recommendations
#9    Transactional MessagesWhat can it get me?     Bronto Online Retailer customers saw…Transactional messages make up 33...
Cross sells toother brands
Offers specific suggestions
#1     Welcome Message/SeriesWhat can it get me?     Bronto Online Retailer customers saw…140K in 6 months since implement...
Great enticing  incentiveabove the fold
WelcomesAnd delivers  coupon Addresses  points of  anxiety Eye candy    andSuggestions
No incentive    Setsexpectations
Since ofurgency  Coupon Reminder           Terry reminder message Gathercustomer  data
Sample Welcome Series Message 1: Welcome Message Message 2: Top 10 Products Message 3: Manage your preferences Message...
What was that again?10 Anniversary of first purchase9 One day/flash sale8 Friends and Family discount7 Lapsed Purchaser Se...
Show Me the Money: 10 ways to boost revenue
Show Me the Money: 10 ways to boost revenue
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Show Me the Money: 10 ways to boost revenue

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Kestrel Lemen, Marketing Strategist, will share the top 10 proven ways retailers can get the biggest return on their investment and increase revenue year-over-year.

Published in: Technology, Business
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  • The key to automated and lifecycle marketing is data.Walk through behavioral.Some of that is data you want to get from the recipient  - best to try to gather from beginning.AUDIENCE QUESTION: How many of you ask for more than name and email in your sign-up?  HOW MANY USE IT?If you don't capture during sign-up, conduct a manage preferences or “update your profile” campaign. Do this with a dedicated/solo email or repeatedly through secondary messages in your regular sends.Bribery helps: incentivize subscribers to share this data with coupons or contests.
  • Oops example
  • 3 important things to consider with abandonment messages:1)Timing: how long to wait to send? The longer = less effective. For daily deals this can be a great way of reminding people the deal is about to run out. 2)Incentives: to include or not? Incentives to return aren't always necessary if shoppers abandoned for technical reasons or they got interrupted. Don't train to wait for coupons...but maybe do reminder first & then coupon a bit later...Test on different incentives. A since of urgency could be all you need3) Consider whether to include products left in the cart or go more generic… setting up specific products can be a bit more technically heavy, but can yield higher results, generic is easier to set up, but you may be leaving money on the table.
  • First impression! Make it the best!Drive conversionsGather customer dataGet yourself recognized If an attractive individual gave you their number, would you wait a month to contact them? Certainly not, because they may no longer be interested by then. The same goes for new subscribers – you need to contact them right away once they’ve shown interest by sending a welcome message.AUDIENCE QUESTION: Who here has a welcome message that is sent after sign-up?PURPOSE OF WELCOME MESSAGE:1) Say thank you/confirm successful sign-up2) Invite into exclusive community3) Reiterate/set expectations - how often you'll be emailing and what4) Possibly offer whitelisting instructions to ensure inbox delivery5) Maybe give a prize (coupon to encourage a purchase)6) intro: social media/blogs/products – at a minimum: a START SHOPPING linkThe purpose is to engage, get subscriber to interact right away. Also presents major revenue potential. CLIENT RESULT: $35k in one month from their welcome coupon. Can take this notion further with a Welcome Series - really leads new subscribers by the hand & treats them differently...get them intrigued, brand loyal early on. You can suppress these folks from your regular mailings and just send the series (called HONEYMOON SEGMENTATION) – essentially creating a very focused experience for new subscribers.IDEAS: intro to social media presences, education on the brand/brand values/behind the scenes, informational content that can help you sell
  • If an attractive individual gave you their number, would you wait a month to contact them? Certainly not, because they may no longer be interested by then. The same goes for new subscribers – you need to contact them right away once they’ve shown interest by sending a welcome message.AUDIENCE QUESTION: Who here has a welcome message that is sent after sign-up?PURPOSE OF WELCOME MESSAGE:1) Say thank you/confirm successful sign-up2) Invite into exclusive community3) Reiterate/set expectations - how often you'll be emailing and what4) Possibly offer whitelisting instructions to ensure inbox delivery5) Maybe give a prize (coupon to encourage a purchase)6) intro: social media/blogs/products – at a minimum: a START SHOPPING linkThe purpose is to engage, get subscriber to interact right away. Also presents major revenue potential. CLIENT RESULT: $35k in one month from their welcome coupon. Can take this notion further with a Welcome Series - really leads new subscribers by the hand & treats them differently...get them intrigued, brand loyal early on. You can suppress these folks from your regular mailings and just send the series (called HONEYMOON SEGMENTATION) – essentially creating a very focused experience for new subscribers.IDEAS: intro to social media presences, education on the brand/brand values/behind the scenes, informational content that can help you sell
  • Show Me the Money: 10 ways to boost revenue

    1. 1. Show Me the Money:10 ways to boostrevenue
    2. 2. Todays Presentation:I want to talk about not only messages that havegreat conversion rates, but also about best practicesand practical steps you can take away today toensure you aren’t LEAVEING money on the table
    3. 3. Crawl, Walk, RunThere is always a place to start…
    4. 4. #10 Season Specific Sales What can it get me? Bronto Online Retailer customers saw… 264% increase in revenue with optimized holiday messaging and November accounted for 31% of the total yearly revenue
    5. 5. Thought throughcampaign
    6. 6. #2 One Day/Flash Sales What can it get me? Bronto Online Retailer customers saw… One 5 hour sale made up 70% of total revenue for the month of October
    7. 7. Since ofurgency
    8. 8. #3 Friends and Family DiscountWhat can it get me? Bronto Online Retailer customers saw…These messages made up 19% of the Monthlyrevenue of January
    9. 9. Clear CTA
    10. 10. Since ofurgency
    11. 11. #4 Lapsed Purchaser MessageWhat can it get me? Bronto Online Retailer customers saw…205% Increase in Open Rate78% Increase in Click Rate443% Increase in CTR117% Increase in Conversion Rate
    12. 12. Don’t leavemoney onthe table Lapsed Purchaser
    13. 13. Re-Order ReminderLapsed Purchaser
    14. 14. #5 Post Purchase bounce back What can it get me? Bronto Online Retailer customers saw… 211% Increase in Open Rate 45% Increase in Click Rate 343% Increase in CTR 138% Increase in Conversion Rate
    15. 15. Sense of urgency Bounce Back Coupon Ideas for thenext purchase
    16. 16. Personalized RelevantRecommendations
    17. 17. #6 Birthday CouponWhat can it get me? Bronto Online Retailer customers saw… An RPE that was ~4,000% times better then anaverage promotional messageAnother customer saw: 920% lift in conversion rateYet another customer saw: 30% Higher AOV then an average promotionalmessage
    18. 18. Original Reminder to non- convertersBirthday Coupon
    19. 19. Uses gender and firstname of the child Childs b-day Anniversary Utilizes an incentive
    20. 20. #7 RemailsWhat can it get me? Bronto Online Retailer customers saw…Paid for the Bronto account 3x overAnother client saw: 50% in additional revenue per messageAnother client saw: 14% in additional revenue over all for the year
    21. 21. Remails Screen shot of the app
    22. 22. #8 Shopping Basket AbandonmentWhat can it get me? Bronto Online Retailer customers saw…139% Increase in Open Rate110% Increase in Click Rate388% Increase in CTR778% Increase in Conversion Rate4,100% Increase in RPE
    23. 23. Reminder with NO incentive
    24. 24. Another exampleProduct specific with recommendations
    25. 25. #9 Transactional MessagesWhat can it get me? Bronto Online Retailer customers saw…Transactional messages make up 33% of overallrevenue for their email program.
    26. 26. Cross sells toother brands
    27. 27. Offers specific suggestions
    28. 28. #1 Welcome Message/SeriesWhat can it get me? Bronto Online Retailer customers saw…140K in 6 months since implementation with a571% lift in conversion rates over standard messages
    29. 29. Great enticing incentiveabove the fold
    30. 30. WelcomesAnd delivers coupon Addresses points of anxiety Eye candy andSuggestions
    31. 31. No incentive Setsexpectations
    32. 32. Since ofurgency Coupon Reminder Terry reminder message Gathercustomer data
    33. 33. Sample Welcome Series Message 1: Welcome Message Message 2: Top 10 Products Message 3: Manage your preferences Message 4: Social Media Introduction Message 5: Reminder of coupon
    34. 34. What was that again?10 Anniversary of first purchase9 One day/flash sale8 Friends and Family discount7 Lapsed Purchaser Series6 Post-Purchase Bounce Back5 Birthday Coupon4 Remails3 Shopping Cart Abandonment2 Order Confirmation1 Welcome Series
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