Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

509 views

Published on

Closing the sale may be the hero for your bottom line but post-purchase email marketing is the strong sidekick who helps ensure long-term customer loyalty and repeat purchasing. Whether you have an established post-purchase email strategy or you are just getting started, this presentation will show you how to maximize this underutilized phase of the customer lifecycle and speak to the multi-device multi-tasking consumer.

In this presentation, you will learn how to:

Identify opportunities to automate messages through the post-purchase lifecycle

Leverage easily accessible data points to enrich the customer experience and drive repeat sales
Avoid common content and promotional pitfalls in transactional and post-purchase messaging

Published in: Technology, Business
  • Be the first to comment

Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

  1. 1. Power-Packing YourPost-Purchase Programs
  2. 2. Order Data & Email Marketing Complex Resource Drain Technically Challenging Inflexible Lack of knowledge• Where’s the data?• Who owns my order and ship notifications?51% of marketers believe sharing customerdata within their own organization is abarrier to effectively measure ROINYAMA / IAB: “Marketing ROI in the Era of Big Data”
  3. 3. Order Data & Email Marketing Streamlined applications Marketers in control Accessible Intuitive43% of marketers invested intriggered messages in 2012Bronto Software: “Loading the Sleigh: Marketers Plans & Expectations for the Holiday Season”
  4. 4. Gas Pump Banking Travel GroceriesSelf ServiceFull ServiceSelf ServiceFull ServiceSelf ServiceFull ServiceSelf ServiceFull Service
  5. 5. @OnlineIn-Store
  6. 6. Destroy the Robot
  7. 7. Power-Packing Post-Purchase Programs
  8. 8. The MissionThe AttackKeeping the Peace
  9. 9. Your Mission[ ] Collect data that will enhancethe customer’s experience whileincreasing sales.[ ] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data.
  10. 10. Understanding Consumer BehaviorGadget Human Machine
  11. 11. ConversionCross-SellsUpsellsShippingConfirmationsPoint-of-SalesLoyaltyAbandonedCartQR CodesFacebookContestsTwitterPromotionsWelcome SeriesNear-Customer Experience
  12. 12. 20%Will not use multiple devices80%Will use multiple devicessimultaneouslyGoogle / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”Device Deluge
  13. 13. 55%6%8%20%20%Will not use multiple devicesGoogle / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”Device Deluge
  14. 14. Why Where is as important as WhatHarris Interactive: “The Harris Poll”23% of smartphone users regularlypurchase from their device Optimization = Great Customization = Even Better
  15. 15. 45%45%34%32%16%4%Save bookmarks, shopping cart, etcSend an email/link to myselfDirectly navigate to destinationConduct a search on the other deviceSync to an online serviceOtherGoogle / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions” 85% will shop on one device and finish on another Top 2: Save & ShareLane Changers
  16. 16. Balancing the BarriersBronto Software: “From Abandon to Conversion” 1 page minimum 5.6 average pages from cart to conversion 9 maxData collection is essential for you……and is annoying for your customer......
  17. 17. Balancing the Barriers1 2 3 4 5 6 7 8 9 ≥1010% 28% 39% 13% 8% 1% 0% 0% 0% 1%Number of Pages from Carting to Submitting OrderBronto Software & RSR Research: Harnessing the Power: How Retailers Collect and Use Purchase-Related DataData collection is essential for you……and is annoying for your customer......
  18. 18. 7 Steps Out of the Cart Click password reminder link Enter email or ID info Wait for the email Click link Create new password Log in Go back to cart
  19. 19.  When does abandonment really occur? Step abandonment concept back in the purchase funnelNear-Customer Experience
  20. 20. Order Data & Email MarketingBronto Software & RSR Research: Spring 201353%29%12%6%YesNo - We cannot collect this dataNo - We can collect this data but do not:will not increase salesNo - We can collect this data but do not:too complex or time-consumingDo you collect product-level sitebrowsing data that can beassociated to a specific subscriber?Harnessing the Power: How Retailers Collect and Use Purchase-Related Data
  21. 21.  Show related products Top sellers within category Customer Reviews Customer Service information and…SL: “Thanks for Your Interest In: French MarketDinnerware Collection”Browser Abandonment Reminders
  22. 22.  Limit repeat qualifiers!Browser Abandonment Reminders
  23. 23. Why What is as important as WhereMust HavesName Ship/Bill AddressesPayment Info etc…
  24. 24. Why What is as important as WherePower PackersExplicit Email Opt-in Newsletter OptionsCategory Interest Birthday34% of retailers do not collectopt-in during checkoutBronto Software & RSR Research: Spring 2013
  25. 25. Why What is as important as WhereAvoidInterstitials Leaving the pathRepetitive Entry Complicating Simplicity
  26. 26. Expand Your ViewPower:Conversions An order that isassociated with an emaildeliveryConversions
  27. 27. Expand Your ViewPower:Conversions An order that isassociated with an emaildeliverySuper Power:Orders Any tracked purchaseConversionsOrders
  28. 28. Product-Related DataBack-End DataOrder ID Order DateCampaign ID Buyer DataProduct Info:-SKU-Name-Category-Description-Image-URL-Quantity-Price
  29. 29. The MissionThe AttackKeeping the Peace
  30. 30. Your Mission[] Collect data that will enhancethe customer’s experience whileincreasing sales.[ ] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data.
  31. 31. Near-Customer: Post-PurchaseAnxiousExcitedFrustratedBoredConfusedDisconnectedAmbivalent
  32. 32. Near-Customer: Post-Purchase
  33. 33. Order Confirmation Emails
  34. 34. Order Confirmation Emails
  35. 35. Order Confirmation EmailsData DissectionCustomer Service touchstoneShipping Corrections / CostsCustomer AssuranceCustomer AssuranceEncouraging Loyalty
  36. 36. Order Confirmation EmailsData DissectionSets expectationsAdditional ServicesCustomer Service AwarenessCustomer Service Options66% of consumers believe accessiblecustomer service contact information is themost important customer service featureeMarketer: “US Commerce Roundup”
  37. 37. Order Confirmation EmailsConsider Similar ProductsConsider Related ProductsBronto Software & RSR Research: Spring 201353% of retailers do not include additional offersin order and shipping confirmation emails
  38. 38. The MissionThe AttackKeeping the Peace
  39. 39. Making it Last
  40. 40. Your Mission[] Collect data that will enhancethe customer’s experience whileincreasing sales.[] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data.
  41. 41. 32% 34% 34%Yes – Only purchase data from email campaignsYes – Both purchase data associated to an email campaign andpurchase data from orders not associated to an email campaignNo – I am not able to use this dataAre you able to leverage purchase-related data in email messages?Finding the Right Mixture: Data Usage
  42. 42. Post-Purchase SeriesBronto Software & RSR Research: Spring 2013 76% of retailers do not customize campaigns to purchasers beyondorder and shipping confirmation emails
  43. 43. Post-Purchase SeriesEmail Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 9016% YoY revenue increase33% of total email revenueshop.org & Forrester: “The State of Online Retailing” 27% of subscribers are repeat customers 41% of sales generated from repeat customers
  44. 44. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90TransactionalPost-Purchase Series
  45. 45. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServiceTransactionalPost-Purchase Series
  46. 46. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServicePromotionalTransactionalPost-Purchase Series
  47. 47. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServicePromotionalData and ContentTransactionalPost-Purchase Series
  48. 48. Post-Purchase Coupon Videos and UpsellPost-Purchase Series
  49. 49. Product Demo and Set-UpBack-End DataProduct Info:-SKU-Name-Category-Description-Image-URL-Quantity-Price
  50. 50. Product Demo and Set-Up Proactive customer service touch Loyalty builder Upsell potential
  51. 51. Tale of Two Recommendation Emails
  52. 52. Tale of Two Recommendation EmailsPersonalization MissSimilar vs RelatedBetter Choice?
  53. 53. Tale of Two Recommendation Emails
  54. 54. Tale of Two Recommendation EmailsProduct name in plain EnglishRelated not duplicatedrecommendationsAdditional items by Brand
  55. 55. Product Reviews and Ratings Data vs Design Allow enough time post-receipt(not post-order!)126% Increase in Open Rate2x Increase in CTO
  56. 56. Product Reviews and Ratings Closer to product page Current rating gives touchstone
  57. 57. Reorder Reminders Based on last order date Determine usage periods Trigger messages before product is fully used• Contacts• Cosmetics• Vitamins / Edibles• Guitar Strings
  58. 58. Reorder Reminders Started simple• Top Sellers Kept it simple 40% Open rate +21% Conversion Rate
  59. 59. Lapsed Purchaser0%15%30%45%<3 Months 3-6 Months 7-12 Months >12 MonthsBronto Software & RSR Research: Spring 2013When is a purchaser considered inactive?
  60. 60. Lapsed Purchaser Not reactivation Not just date based Purchaser Reengagement Leverage• AOV• Purchase category• Product color• Offer type LTO to drive urgency3x Conversion Rate2x Average Order Value
  61. 61. Power-Packing YourPost-Purchase ProgramsQuestions?

×