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It's All About Timing: How to Get the Most From Your Triggered Campaigns - Caitlin Flemming, Paul Fredrick

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Bronto Summit 2017

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It's All About Timing: How to Get the Most From Your Triggered Campaigns - Caitlin Flemming, Paul Fredrick

  1. 1. Copyright © 2017 [Paul Fredrick] will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of [Paul Fredrick] and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 Learn how you can use Bronto to enhance your messages with relevant content your subscribers will really appreciate. It’s All About Timing: How to Get the Most From Your Triggered Campaigns #brontosummit
  3. 3. Copyright © 2017 How Can We Accomplish This? Support the customer’s action/inaction/lifecycle stage with relevant content and timing in a way that enhances the experience as a whole. OPTIMIZE FOR THE CUSTOMER LIFECYCLE
  4. 4. Copyright © 2017 • Responsiveness of triggered v. batch ‘16 v. ‘14 • Open rate = +90% • Click rate = +125% • Conversion = +94% • +47% revenue growth from overall email ‘16 v. ‘14 • Batch = +28% • Triggered = +124% • Triggered Campaigns now represent 1/3 of email revenue TRIGGERED V. BATCH & BLAST
  5. 5. Copyright © 2017 Know Your Money Makers With 30% of our total email revenue coming from triggered campaigns, we must dig into our data to discover where opportunities to gain the most incremental lift exist. IDENTIFYING TRIGGER OPPORTUNITIES 47% 20% 14% 9% 4% 4% % OF TRIGGER SALES Cart Abandon Post Purchase Welcome Series Browse Abandon Reengagement Reactivation
  6. 6. Copyright © 2017 Email Series Open Rate Click Thru Rate Conversion Rate $/Email Cart Abandon +118% +195% +200% +2120% Post Purchase +121% +85% +190% +822% Welcome Series +122% +140% +98% +928% Browse Abandon +115% +192% +20% +482% TOP PERFORMERS Based on data shown, 25% of our total email revenue comes from just 4 campaigns: Cart Abandon Post Purchase Welcome Series Browse Abandon
  7. 7. Copyright © 2017 Mapping The Customer’s Journey - What did they just experience? - Was it favorable or negative? - What are the feelings associated with this? - What would they like to see happen next? UNDERSTANDING RELEVANCY OF CONTENT Email Lifecycle Marketing Welcome Inform Abandon Purchase Post Purchase Follow- Up
  8. 8. Copyright © 2017 • Segmentation • Buyer Type • Content • Bounce back offer • “Let’s Get Down To Business”- Product Education • Get To Know Us • Social media/ website features WELCOME SERIES
  9. 9. Copyright © 2017 • Segmentation • Product/Category/Recently Viewed • Content • Use of Browse Recovery to show browsed products • Recommendations BROWSE ABANDON
  10. 10. Copyright © 2017 • Segmentation • Category Purchased • Content • “Thank You” & include a bounce back offer (same as catalog) • Callout to blog posts on our site which inform them on how to care for their purchase(s) • Single touch dedicated to a product rec based on their recent purchase POST PURCHASE
  11. 11. Copyright © 2017 Inject Your Campaigns With Personalized Content Consumers want and are starting to expect the emails they receive to be relevant to them. PERSONALIZE YOUR CONTENT
  12. 12. Copyright © 2017 • Benefits of Bronto’s Recommendations App • Standard & Personalized Recs • Reporting • Ease of Use • Determine the right rec for each campaign • Standard vs Personalized • PF has incorporated recs into various triggered campaigns • Paul Fredrick’s primary focus for 2017 PRODUCT RECOMMENDATIONS
  13. 13. Copyright © 2017 • Incorporate trigger campaigns into planning processes • Regular Post Mortems • Regular required re-fresh or re-concept • Regular opportunity evaluation/ideation • New campaigns, additional touches to existing, timing of existing, optimizations to existing • Using data that is available for segmentation/personalization • Bronto’s new segment level reports KEEPING UP WITH THE CAMPAIGNS
  14. 14. Copyright © 2017 • Triggered campaigns have been and will continue to increase their stake in your email program. • Start where there is the most scale. Optimize where there is the most scale. • Map your customer’s journey. Understand what they want to see next so they come back. • Product recommendations (and personalized or segment based content) is now an essential component for relevant campaigns. RECAP
  15. 15. Copyright © 2017 Thank You Contact Information Caitlin Flemming Email: cflemming@paulfredrick.com Phone: 610-944-0909

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