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How to Enhance Your Emails with Bronto's Personalized Recommendations - Mike Gottlieb, Bronto Software

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Bronto Summit 2017

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How to Enhance Your Emails with Bronto's Personalized Recommendations - Mike Gottlieb, Bronto Software

  1. 1. Copyright © 2017 The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. SAFE HARBOR STATEMENT
  2. 2. Copyright © 2017 How to Enhance Your Emails With Bronto’s Personalized Recommendations #brontosummit Mike Gottlieb Manager, Product Management
  3. 3. Copyright © 2017 WELCOME TO MY SPORTSBOOK! THE VALUE OF PERSONALIZATION Under Over
  4. 4. Copyright © 2017 Consumers who get frustrated when they receive content that has nothing to do with their interests. THE VALUE OF PERSONALIZATION Source: Janrain Online Personal Experience study Under Over 62% 74%
  5. 5. Copyright © 2017 Consumers who want some degree of personalization, preferring a mix of algorithmic and curated content. THE VALUE OF PERSONALIZATION Under Over 41% 62% Source: Yahoo! “The Balancing Act: Getting Personalization Right”
  6. 6. Copyright © 2017 Overall lift in click-through rates by adding predictive recommendations to an email. THE VALUE OF PERSONALIZATION Under Over 56% 73% Source:http://www.emailvendorselection.com/recommendation-engines-for-email-marketing/
  7. 7. Copyright © 2017 Online retailers who send personalized product recommendations via email. THE VALUE OF PERSONALIZATION Under Over 53% 31% Source: National Retail Federation
  8. 8. Copyright © 2017 Companies that say IT roadblocks and legacy technology are “major barriers” in their personalization efforts. THE VALUE OF PERSONALIZATION Under Over 30% 46% Source: Econsultancy and Monetate, “The Realities of Online Personalisation”
  9. 9. Copyright © 2017 • Customers want personalized, relevant content. • They click (and convert) at higher rates when they get it. • Not enough brands are doing it. • Technology often gets in the way. THE VALUE OF PERSONALIZATION: RESULTS
  10. 10. Copyright © 2017 Image courtesy of Smart Insights Lifecycle Marketing Opt-in/Welcome Promo Emails Browse Recovery Cart Recovery Order Confirmation Post Purchase Manage Preferences VIP/Loyalty Lapsed Purchase Birthday Re-engagement SMS Email Marketing
  11. 11. Copyright © 2017 Recommendations Premium #brontosummit Customer Lifecycle
  12. 12. Copyright © 2017 Customer Lifecycle and Examples • Welcome Series • Promotional Email • Browse Recovery • Cart Recovery • Order Confirmation • Lapsed Purchase DEMONSTRATION
  13. 13. Copyright © 2017 Welcome Series #brontosummit
  14. 14. Copyright © 2017 WELCOME SERIES: GAME PLAN Goal: Enhance welcome messages with current, relevant products. Recommendation Examples • Top Sellers • Trending on Web • Top Rated Action Items • Build welcome message with product recommendations. • Use Pop Up Manager to grow subscribers. • Build workflow triggered on contact add.
  15. 15. Copyright © 2017 Promotional Email #brontosummit
  16. 16. Copyright © 2017 PROMOTIONAL EMAIL: GAME PLAN Goal: Enhance messages with alternatives to promotional products. Recommendation Examples • Same Category • Same Brand • Best Products Action Items • Build promotional message with product recommendations. • Build segment of order/browse customers. • Send targeted batch emails, if desired.
  17. 17. Copyright © 2017 PROMOTIONAL EMAIL: THAT FISH PLACE - Matt Riggleman, Advertising & Marketing Director “We are now able to scale and provide more tailored emails to our customers, and we’re able to do it in considerably less time when compared to our non-personalized email creation process…this app allows a level of email quality we would not be able to achieve otherwise.”
  18. 18. Copyright © 2017 Browse Recovery #brontosummit
  19. 19. Copyright © 2017 BROWSE RECOVERY: GAME PLAN Goal: Enhance messages with alternatives and compliments to browsed products. Recommendation Examples • Top Sellers • Same Category • Browse This Browse That Action Items • Build Browse Recovery messages with product recommendations. • Turn on Browse Recovery rules.
  20. 20. Copyright © 2017 BROWSE RECOVERY: PAUL FREDRICK - Scott Drayer, VP of Marketing “We try to think about where the customer is in their purchase lifecycle and send them the right message. We really try to put ourselves in the customer’s shoes. I feel like we’ve done a good job of communicating to people at the right time. Now we’re making sure the content of the message is hitting the bullseye.”
  21. 21. Copyright © 2017 Cart Recovery #brontosummit
  22. 22. Copyright © 2017 CART RECOVERY: GAME PLAN Goal: Enhance messages with up-sells and compliments to carted products. Recommendation Examples • Browse This Browse That • Bought This Bought That • Frequently Bought Together Action Items • Build Cart Recovery messages with product recommendations. • Build workflow triggered on cart abandoned.
  23. 23. Copyright © 2017 Order Confirmation #brontosummit
  24. 24. Copyright © 2017 ORDER CONFIRMATION: GAME PLAN Goal: Enhance messages with cross-sells to purchased products. Recommendation Examples • Exclude Same Category • Bought This Bought That • Frequently Bought Together Action Items • Build order confirmation message with product recommendations. • Build workflow triggered on order received.
  25. 25. Copyright © 2017 Lapsed Purchase #brontosummit
  26. 26. Copyright © 2017 LAPSED PURCHASE: GAME PLAN Goal: Enhance reengagement/lapsed purchase campaigns with personalized product content. Recommendation Examples • Similarly Priced to Orders • Bought This Bought That on Orders • Best Product Action Items • Build lapsed purchase message with product recommendations. • Build segments of unengaged/lapsed customers. • Build workflow triggered on contact add to segment.
  27. 27. Copyright © 2017 LAPSED PURCHASE: BOCA JAVA - Josh Bultz, VP, eCommerce & Private Labels “Bronto’s Recommendations Premium affords us the flexibility to create personalized, product centric emails that dynamically update based on a users shopping and purchasing behavior. We like that it is a built-in, fully integrated solution to our most important channel, Bronto, and does not rely on 3rd party integrations and custom API development like previous vendors we have worked with. We were up and running in no time!”
  28. 28. Copyright © 2017 • Opportunities abound. • Recommendations are valuable throughout marketing lifecycle. • Integrating Recommendations Premium is easy and seamless. • Visit me in the Commerce Café! • Act now, talk to your Bronto Account Manager. • Play along at http://bit.ly/2o6ef6z. SUMMARY
  29. 29. Copyright © 2017 Thank You Mike Gottlieb Manager, Product Management @mkgottlieb

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