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Segment of One: Woodwind & Brasswind's Path to the 1:1 Relationship - Adam Wolff, Woodwind & Brasswind

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Bronto Summit 2017

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Segment of One: Woodwind & Brasswind's Path to the 1:1 Relationship - Adam Wolff, Woodwind & Brasswind

  1. 1. Copyright © 2017 Woodwind & Brasswind 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 Woodwind & Brasswind 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 Woodwind & Brasswind’s path to the 1:1 relationship Segment of One #brontosummit
  3. 3. Copyright © 2017 AGENDA • Introduction • Focus on the Data • Segment • Automate • Personalize
  4. 4. Copyright © 2017 INTRODUCTION • Founded in 1978, Woodwind & Brasswind is the largest provider of school music products in the world. • Sell to schools, institutions, and direct to consumers through consumer website, call center, and online marketplaces (Amazon/eBay). • Part of the Guitar Center Enterprise, alongside sister brands:
  5. 5. Copyright © 2017 IN 2014, WWBW EMAIL WAS A CLEAR WEAKNESS • Email accounted for less than 6% of overall revenue • Batch & Blast promotional strategy • No personalization • No workflows
  6. 6. Copyright © 2017 WE SET OUT WITH CLEAR GOALS FOR GROWTH • Increase overall marketing ROI through growth in the email channel • Expand the types of emails we’re sending with workflows and transactional emails • Unlock our customer data to leverage within customer communication • Provide a better experience for customers using personalization
  7. 7. Copyright © 2017 Step 1: Focus on the Data #brontosummit
  8. 8. Copyright © 2017 INTEGRATE ORDER AND PRODUCT DATA • Greatly expands segmentation possibilities • A requirement to use certain applications or features • Allows non technical team members to quickly look up products and orders
  9. 9. Copyright © 2017 GET YOUR CUSTOMER DATA INTO BRONTO • Use the data loader or API customization to automatically feed your data into Bronto • Manually upload data when appropriate • Incorporate your data into as many of your email strategies as possible
  10. 10. Copyright © 2017 CREATE A FOUNDATION FOR MEASUREMENT • Bucket your email sends by type • Set plan targets for each bucket based on overall email goals • Track throughout the month and use data to optimize email campaigns and marketing decisions Email Type MTD Actual MTD Plan Variance to Plan Last Year Variance to Last Year Coupon 26,000$ 25,000$ 4% 19,000$ 37% Sale Pricing 13,000$ 16,500$ -21% 14,000$ -7% Event 5,000$ 7,500$ -33% 7,500$ -33% Vendor 7,200$ 6,500$ 11% 6,000$ 20% Coupon - CC Only 3,000$ 2,500$ 20% 2,000$ 50% Content 500$ 1,000$ -50% 1,000$ -50% Workflow 33,000$ 25,000$ 32% 15,000$ 120% Transactional 3,000$ 4,000$ -25% 5,500$ -45% Other 1,350$ 2,000$ -33% 2,000$ -33% Total 92,050$ 90,000$ 2% 72,000$ 28%
  11. 11. Copyright © 2017 Step 2: Segment #brontosummit
  12. 12. Copyright © 2017 IDENTIFY THE CORE AUDIENCES IN YOUR EMAIL FILE • Product Verticals • RFM • Experience level • Engagement • Brand Preference
  13. 13. Copyright © 2017 PRODUCT VERTICAL SEGMENTATION STRATEGY
  14. 14. Copyright © 2017 EXPERIENCE LEVEL SEGMENTATION STRATEGY
  15. 15. Copyright © 2017 LET SEGMENTS DRIVE PROMOTIONAL STRATEGY • Create promotions based on serving the needs of your largest segments • Ensure all significant segments are represented in your email calendar • Create unique value propositions that resonate with each segment • Allow time in between sends to the same segment to avoid saturation
  16. 16. Copyright © 2017 EXAMPLE: 2015 RED TAG SALE • Up to 50% off promotion across multiple product verticals • Identify top applicable segments • Create multiple versions of the e-mail with unique pieces for each segment
  17. 17. Copyright © 2017 EXAMPLE: 2015 RED TAG SALE
  18. 18. Copyright © 2017 RESULTS: 2015 RED TAG SALE • Due to segmentation, the campaign went to 36,000 less people • Despite the lower list size, revenue increased by 233% vs the 2014 campaign
  19. 19. Copyright © 2017 Step 3: Automate #brontosummit
  20. 20. Copyright © 2017 THE ECOMMERCE “MUST HAVE” WORKFLOWS • Footer/Header Sign Up • New visitor pop up • Welcome Campaign • Cart recovery • Winback
  21. 21. Copyright © 2017 ALIGN WORKFLOWS WITH YOUR CUSTOMER LIFECYCLE • Activation – Focus on growing your email list • Retention – Diversifying the way you engage with your email list • Reactivation – Bringing back customers that are no longer active with your brand
  22. 22. Copyright © 2017 ACTIVATION CAMPAIGNS – FOOTER SIGN UP • Simple email opt in located in footer across the site • Triggers an email with a 10% off coupon • Generated $310k through 12/31/16
  23. 23. Copyright © 2017 ACTIVATION CAMPAIGNS – HOMEPAGE POP UP • Uses Bronto pop up manager • Pop up triggers for new visitors • Supported with a workflow triggering an email • Generated $340k through 12/31/16
  24. 24. Copyright © 2017 RETENTION CAMPAIGNS – RECOMMENDED PRODUCTS • Sends to customers a week after a purchase to encourage a 2nd purchase • Can be generic or curated based on segmentation • Increase personalization to maximize performance
  25. 25. Copyright © 2017 RETENTION CAMPAIGNS – PURCHASE ANNIVERSARY • Uses a customer’s first purchase to create an anniversary with the brand • Integration with coupon manager to delivery a unique, one time coupon • Doubles as a reactivation campaign for attrited customers
  26. 26. Copyright © 2017 REACTIVATION CAMPAIGNS – WINBACK • Workflow that sends to customers that haven’t purchased in 6 months • Offers a discount higher than current promotions in an effort to “win back” attrited customers
  27. 27. Copyright © 2017 REACTIVATION CAMPAIGNS – MAKE UP OR BREAK UP • Designed as a list cleaning campaign for super attrited customers • Sent to customers that haven’t purchased in 2 years • Contains an offer that is stronger than anything we’ve ever offered
  28. 28. Copyright © 2017 • Amazon continues dominance of ecommerce landscape • Brands that sell on Amazon do not own relationship with customer • How can we onboard customers that purchase from us through Amazon? WORKFLOWS CAN ALSO SUPPORT UNIQUE INITIATIVES
  29. 29. Copyright © 2017 • Customer receives direct mail piece and navigates to free gift landing page • Landing page uses a Bronto web form to capture customer’s gift selection and email address • Web form kicks off free gift workflow “FIRST TIME CUSTOMER” ONBOARDING CAMPAIGN
  30. 30. Copyright © 2017 “FIRST TIME CUSTOMER” ONBOARDING CAMPAIGN
  31. 31. Copyright © 2017 • Campaign has shown positive and long term benefit • Acquired over 7,400 new email addresses from customers • Customers that received the postcard had a 64% higher LTV than the control group “FIRST TIME CUSTOMER” ONBOARDING CAMPAIGN
  32. 32. Copyright © 2017 Step 4: Personalize #brontosummit
  33. 33. Copyright © 2017 A RECOMMENDATION ENGINE MAKES PERSONALIZATION SCALABLE • Uses your website data to populate products in your emails • Highly customizable down to an individual contact • Removes the manual intervention typically required to personalize an email
  34. 34. Copyright © 2017 USE PERSONALIZATION TO OPTIMIZE WORKFLOWS • Expands scope of how powerful workflow messages can be • Relevant content based on customer behavior will increase engagement
  35. 35. Copyright © 2017 GENERIC PROMOTIONS BECOME HIGHLY TARGETED • Use guide skus as dynamic content within a message • Generates different products based on guide sku • Match each segment with a guide sku to easily create many different versions of your message
  36. 36. Copyright © 2017 LABOR DAY 2016 EXAMPLE Saxophones Brass Woodwinds Clarinets
  37. 37. Copyright © 2017 THE TRUE 1:1 EMAIL RELATIONSHIP IS ACHIEVABLE • Must bring in a customer’s historical data to use as context • Store that data in one or more Bronto fields to be populated dynamically • Create the email message on time, with the dynamic content being unique for each customer
  38. 38. Copyright © 2017 Contact Products Purchased Dynamic Field Customer 1 Alto Saxophone, Alto Sax Mouthpiece, Alto Sax Reeds productid=585572&productid=472750&productid =462581 Customer 2 Bb Trumpet, Trumpet Mouthpiece, Trumpet Mute productId=585022&productid=464201&productid =483845 Customer 3 Cello, Cello Bow productId=J05783&productid=464167 1:1 EMAIL SCENARIOS
  39. 39. Copyright © 2017 CUSTOMER 1 EMAIL CONTENT • Customer 1 receives a saxophone exclusive email • Brands and products are consistent with their specific purchase behavior
  40. 40. Copyright © 2017 CUSTOMER 2 EMAIL CONTENT • Customer 2 receives a trumpet accessory heavy email • Still gets the final tile as reeds, speaking to the crossover market between the 2 instruments
  41. 41. Copyright © 2017 CUSTOMER 3 EMAIL CONTENT • Customer 3 receives a well rounded orchestral strings email • Some woodwind products toward the bottom again shows crossover market
  42. 42. Copyright © 2017 Step 5: Profit #brontosummit
  43. 43. Copyright © 2017 Q3 2016 SAW 192% GROWTH VERSUS 2014
  44. 44. Copyright © 2017 ..BUT ALSO, ITERATE AND IMPROVE YOUR PROGRAM • Continue to think of clever ways to incorporate new and unique workflows • Don’t let internal or external blockers stop your pursuit of new initiatives • Leverage automation wherever possible to free up your time for new and creative solutions to business problems • Make personalization and the 1:1 customer relationship the persistent theme and focus of your email program
  45. 45. Copyright © 2017 Thank You Adam Wolff Adam.Wolff@wwbw.com

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