Now that we have the definition and benefits of one-to-one marketing I’d like to manage expectations by discussing what I see as the pursuit of on-to-one marketing. As you can see I have some bullet points up, Data Health, Actionable Data, Available Technology, and Bandwidth. Not the sexiest of terms, but when it comes to one-to-one marketing these 4 points will make or break your strategy. First, how is your data health?
To understand the full scope of data health consider the systems and applications in which you house your data, the sources that feed data into said systems and applications, the integration between applications and the accuracy of the data. For example, Lucky Brand houses it’s data within one large CRM database that has multiple sources of data entry and is integrated into other applications. This allows us to centralize data collection efforts and manage accuracy in one place. That being said, this does not mean we have the best data health. After auditing our data process we identified issues within data accuracy, and integration that needed to be addressed before we could continue pursuing one-to-one marketing strategies. After you identify the bottlenecks in your data health and begin implementing the necessary fix, you will want to consider the data you have available and if it translates into actionable marketing initiatives.
Having data is one thing, having actionable data is another. Most of us can agree that knowing someones gender is definitely actionable due to different shopping behaviors between men and women, but not everyone will agree that knowing a person’s denim fit is. Look at the data you are currently collecting, is the data actionable? Are there potential strategies you are missing out on because you are not focusing on collecting the right data? Consider your customer and what information is most relevant to them to push or inspire them to purchase and then see if your are collecting that particular data. Now that we have discussed the data element to our pursuit of one-to-one marketing we move on to implementation, in which we consider available technology and department bandwidth.
To answer our technology question, yes. If you are here and are using the Bronto platform, then yes, you have the technology piece down. Bronto’s ability to serve content to customers based on their profile information allows the marketer to use Bronto’s many features to give a personalized customer journey. The issue here is bandwidth. In my own pursuit of one-to-one strategies I have been challenged with finding the time to pursue or test personalized strategies while continuing to service our normal campaigns. To solve for this I have partnered with the Bronto support team to help test and monitor different efforts and have leaned upon them for best practices when implementing new strategies. We have a powerful partner in the Bronto support team, do not hesitate to reach out to them for the extra hand. Now that we have gone through what one-to-one marketing is and what is needed to start pursuing your own strategies, I will highlight the main benefits and some of our success in the pursuit of one-to-one marketing.
Using customer profile information allows the marketer to message more relevant content which in turn meets the customer’s expectations of experience. Meeting the customer’s expectation is key to increasing engagement. Think of the “in-store” retail experience. Customer walks in, sales person begins to “get a read” on the potential customer, then tailors the experience towards the customer’s claimed preferences. This process, if you will, is very much the idea of one-to-one marketing. As the customer interacts with the brand they leave specific data points that can be leveraged to tailor their email experience to expose them to the most relevant content possible. With Bronto you can use “Fields” and “Segments” to dynamically tailor the customer’s experience. For example: A new collection that is being launched as a test in limited doors that uses Mile Radius to serve a dynamic banner. Or serving the content based on gender preference. Lucky Brand recently prioritized its messaging in dual gender messages to serve the preferred gender and “identified gender preference” above the fold. We accomplished this by using field information in combination with behavioral segments to serve content. This strategy has increased our conversion on these types of messages by 120 bsp so far.
Much like increasing engagement, serving content based on customer profile information can increase conversion. Email conversion starts with the subject line by creating an expectation for the customer, then the content continues that expectation through to the site. Make a note to check in with your merchandiser to strategize the landing experience. With Bronto you can customize the subject line, content and landing experience for the customer using dynamic subject lines and content triggered by field, segment, or list data. Lucky Brand has recently accomplished a 62% increase in revenue across single gender messages and 145% increase in revenue across men’s only messages. These increases are due to a combination of behavioral segmentation based on field and transaction information and dynamic content triggered off the same logic used for segmentation. We then worked with our site merchandisers to make sure the landing experience followed the same logic.
Customer loss is inevitable, however, leveraging customer data to implement retention measures can decrease the rate at which they are lost. Just like behavior data tells us what and when to send someone something, it also tells us when not to send something. Use Bronto’s “Clean Contacts” section to identify your at risk customers then use segmentation and workflows to apply retention measures. Lucky Brand was able to decrease customer loss on year over year multi day campaigns by over 50% by using workflows to auto segment customers into suppression segments for the remainder of the campaign based on purchase and behavior information.
Data is and will be the biggest bottle neck to effective CRM strategies, so start by evaluating the health of your data. Create segments based on profile information to understand the reach of potential CRM strategies. Once you understand the health of your data you can determine what strategies to start implementing. Some low hanging fruit will be the decrease in customer loss. Reach out to Bronto support for assistance in setting up workflows to that can leverage at risk segmentation and behavior.
One-to-one Marketing allows the marketer to meet the customer’s expectation by leveraging customer profile information to serve highly relevant content. One-to-one marketing also allows for flexibility in strategies from revenue driving initiatives to retention and engagement focused. Start checking the health of your data sources and start leveraging the profile data you have.
In Pursuit of One-to-One Marketing - Mark Estrada, Lucky
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