Customer Lifecycle Messaging to Drive Revenue

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Learn tactics and techniques to utilize customer lifecycle messages to drive revenue.

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  • Anniversary coupons could be a terrific opportunity for a lot of product-based businesses, though not appropriate for everyone. GREAT way to drive additional revenue. Typically anniversary of first purchase, can also be anniversary of sign-up. Seeing open rates from 30% - 82% with our clients for these kinds of messages, illustrating high levels of interest/engagement. Use personalization to gain attention in the subject line. If you sell any kind of membership or subscription that needs to be renewed, the best and easiest thing is to create a campaign based on renewal (or start date) and let the whole program run in the background. You will save tons of time! I ’ve seen case studies that claim that creating series of messages that remind folks of renewals 90 days, 60 days, 30 days etc have lifted renewal rates 20-50%. If you sell any kind of membership or subscription that needs to be renewed, the best and easiest thing is to create a campaign based on renewal (or start date) and let the whole program run in the background. You will save tons of time! National Aquarium sends messages 90 days, 30 days, 15 days and 5 days before renewal date. RESULT: NATIONAL AQUARIUM: As a result of the reminders, using codes to track success, renewals have increased 50% since becoming automated. DiscountOfficeItems is a B2B retailer who sends special offers to folks once they ’ve hit their one-year anniversary of their first purchase. $64k, 16% conversion rate
  • Customer Lifecycle Messaging to Drive Revenue

    1. 1. Customer Lifecycle Messagingto Drive RevenueKestrel Lemen, Marketing Strategist@KestrelbirdKestrel.Lemen@bronto.com
    2. 2. You Need to GetTimely, Targeted and Relevant NOW
    3. 3. Automated Lifecycle Marketing Better Engagement More Money Better ROI 1
    4. 4. Today’s Presentation• Data Needed to Leverage These Messages• Post-Sign-Up Messages• Post-Purchase Messages• Event-Based Messages• How to Keep Subscribers Engaged• Takeaways 1
    5. 5. The Key to Set-Up: Data, Data, Data• Purchase: ‑ RFM ‑ Date based data ‑ Lifetime value• Behavioral: ‑ Email behavior ‑ Web site behavior• Demographic/Preferences: ‑ Sign-up ‑ Manage preferences campaign
    6. 6. POST-EMAIL SIGN-UP:NURTURING NEW SUBSCRIBERS
    7. 7. Welcome Message
    8. 8. Welcome Series• Introduce• Paint a Picture• Be Helpful• Inspire• Incentivize
    9. 9. 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
    10. 10. CouponReminder 1
    11. 11.  One home goods client’s welcome series = 33% of annual revenue  Welcome Series messages have anWelcome average 571% lift in conversion ratesSeries over standard messagesSuccess  A Monsoon/Bronto customer saw ~$50,000 and a 283% lift in RPE  A Monsoon/Bronto customer saw a welcome message perform 20 times better then the average promotional message. 1
    12. 12. Post-Sign-Up Takeaways• Welcome new subscribers.• Let them know what you have to offer & how your relationship will work. (Set expectations.)• Educate on your brand, products/services, social media presences, etc.• Help subscribers find what they need & get started.• Treat them differently. Think "HONEYMOON!" 1
    13. 13. POST-PURCHASE:BUILDING LOYAL BUYERS
    14. 14. How-to, Accessories,Product Care
    15. 15. Coupon/Offer
    16. 16. One Bronto online retailer customer saw…Post-Purchase  211% Increase in Open Ratebounce-back  45% Increase in Click Rate  343% Increase in CTR  138% Increase in Conversion Rate 1
    17. 17. Re-Order/Refill
    18. 18. Post-Purchase Takeaways • How can you be helpful? Think product care tips or getting started guides. • Consider coupons to move single to multi- buyer. • Do your products have reordering potential? • Timing is key: Dont send prematurely. 1
    19. 19. OTHER EVENT-BASED TRIGGERS
    20. 20. Birthday Offer
    21. 21. Birthday Offers
    22. 22. BirthdaySuccess  Revenue Per Email Sent 17.5X better than regular promotional emails  Conversion rate = 10.1%. • Extrapolated, birthday message = 18% lift in annual revenue  A Monsoon/Bronto customer saw a birthday triggers bring in 14x the revenue as a regular message 1
    23. 23. How to Get Birthdays
    24. 24. ReminderServices
    25. 25. Reminder How-To
    26. 26. Anniversary of Purchase Offer/Renewal Notices
    27. 27. Event-Based Takeaways • People like to be recognized on their birthdays. • Incentivize to gather data at sign-up or through update profile campaigns. • Personalize to grab attention/stand out in the inbox. • Is there a reminder service you can offer? • How can you automate some of your standard messaging (messages you send every month)? 1
    28. 28. PUSHING SUBSCRIBER ENGAGEMENT
    29. 29. RemailsSubject Line:Check out our biggest clearanceevent of the year!Remail Subject Line:Last Chance to save up to 80% off! 1
    30. 30. Lapsed/Never PurchasedSeries
    31. 31. Recognized, Reward, Inspire viaa loyalty program
    32. 32. Information Gathering
    33. 33. Make Up or Break Up Campaign 1
    34. 34. Keeping Subscribers Engaged Takeaways • TRY REMAILS! • Using purchase data can be very powerful. • Line up a non- or lapsed-purchaser series. • Cut non-responders loose for list health & clarity. 1
    35. 35. LAST CONSIDERATIONS
    36. 36. Last Considerations • Get the Data from your backend into your emails • 1-Time Set-up • Document/List Messages • Update Creative Yearly • Measure Results • Test 1
    37. 37. Questions?Kestrel Lemen, Marketing Strategist@KestrelbirdKestrel.Lemen@bronto.com

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