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BUILDING QUALITY RELATIONSHIPS WITH CUSTOMERS, AT SCALE.

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Discover how to leverage technology to listen to customers’ data, segment customers based on preferences and behaviors, and use those segments to create personalized, valuable marketing messages.

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BUILDING QUALITY RELATIONSHIPS WITH CUSTOMERS, AT SCALE.

  1. 1. Effective Email Marketing For Ecommerce 2019 Summit Marketing Strategies to Boost Your Brand’s Growth from Email Re-engagement to Attribution Wednesday, March 20th 10am PT
  2. 2. JUSTUNO PRESENTS: BUILDING AN EFFECTIVE 1:1 MARKETING LOOP 11 - 11:45 am PT ELITE SEM PRESENTS: TOP 5 EMAIL MARKETING MISTAKES KLAVIYO PRESENTS: BUILDING QUALITY RELATIONSHIPS WITH CUSTOMERS, AT SCALE. Today’s Timeline 10 - 10:45 am PT 12 - 12:45 am PT
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Questions! Persephanie Arellano Webinar Coordinator
  4. 4. Today’s Speaker Lizzie Nirenberg Partner Marketing Manager
  5. 5. Building Quality Relationships. At Scale.
  6. 6. Meet Joe
  7. 7. LISTEN ANALYZE / UNDERSTAND COMMUNICATE
  8. 8. LISTEN ANALYZE / UNDERSTAND COMMUNICATE
  9. 9. Agenda Advanced Email Flows “It’s not who you are underneath. It’s what you DO that defines you.” — Batman Begins
  10. 10. LISTEN
  11. 11. Listen Observe Ask
  12. 12. Observing Data
  13. 13. Ecommerce Data
  14. 14. BehavioralTransactional ⬝ Previous Purchases ⬝ Order values ⬝ Product Categorizations ⬝ Purchase frequency ⬝ Viewed Products ⬝ Shopping Frequency ⬝ Cart Abandonment
  15. 15. Email Data
  16. 16. Third-Party Data
  17. 17. Integrations
  18. 18. Loyalty Programs Access this data ● Customer Points Balance ● Customer Referral URL ● VIP Tier Name ● VIP tier ID 1
  19. 19. Payment Software Access this data ● Issued Invoice ● Successfully Paid ● Failed Payment ● Refunded Payment 2
  20. 20. Shipping and Tracking Access this data ● When a shipment has shipped ● When a shipment has been delivered ● Tracking codes ● Order IDs 3
  21. 21. Asking for Data
  22. 22. Email Triggers Progressive profiling as users click on Emails Onsite Forms Top of the funnel and progressive profiling as users browse Methods for Asking
  23. 23. Email Triggers
  24. 24. ANALYZE
  25. 25. Recency Frequency Recency Frequency Behavioral Transactional Monetary Value eCommerce Data
  26. 26. RECENT Within 4 months NOT RECENT 4 to 13 months ago FREQUENT 3 times or more HIGH VALUE Above AOV LOW VALUE At or below AOV
  27. 27. Limited deals, best offers Push over the line WAITING FOR WOWS Tease perks, replenishment Increase frequency POTENTIAL HIGH ROLLERS Best sellers, related products Increase AOV or frequency POTENTIAL ENTHUSIASTS ● Recent ● Not Frequent ● Low Value ● Recent ● Not Frequent ● High Value Sell value, FOMO, mild discounts Nudge over the line NEARLY THERES ● Recent ● Not Frequent ● Recent ● Frequent Related products, volume discount Increase Average Order Value BRAND ENTHUSIASTS Perks, exclusivity, advocacy prompts Retain and leverage HIGH ROLLERS ● Recent ● Frequent ● High Value ● Recent ● Frequent ● Low Value CORE MARKETING AUDIENCE 75% OF YOUR TIME GOES HERE RULES FOR EFFECTIVE SEGMENTATION
  28. 28. New & improved, special offers Go all in to win back LAPSED HIGH ROLLERS Experiment away, but cautiously Test win back strategies LAPSED ENTHUSIASTS ● Lapsed ● Frequent ● Low Value ● Lapsed ● Frequent ● High Value WINBACKS 20% TIME SPENT RULES FOR EFFECTIVE SEGMENTATION
  29. 29. Batch test: 25% of segment Win back as possible JUST PASSIN’ THROUGHS ● Lapsed ● Not Frequent ● Low Value Batch test: 10% of segment Win back as possible FALSE STARTS Batch test: 50% of segment Win back as possible ONE-HIT WONDERS ● Lapsed ● Not Frequent ● High Value ● Lapsed ● Frequent USE CAUTION 5% TIME SPENT RULES FOR EFFECTIVE SEGMENTATION Minimum performance to expand tests includes 10% or higher open rate; under 3% unsubscribe rate; and under 0.08% spam complaint rate.
  30. 30. Cut the dead weight Prevent them from damaging your rep NOTHING BUT TROUBLE ● Lapsed ● Not Frequent AVOID 0% TIME SPENT RULES FOR EFFECTIVE SEGMENTATION
  31. 31. ACT
  32. 32. Convert those that add to cart, but don’t buy
  33. 33. Goal Improve conversion rate for Abandoned Carts Audience Considerations Segment High Value vs. Low Value carts CONVERT ABANDONED CARTS
  34. 34. CONVERT ABANDONED CARTS
  35. 35. Drive Repeat Purchases
  36. 36. Goal Build a detailed post-purchase journey that includes: Audience Considerations Every customer after they purchase, segmented by new vs. returning ● An immediate bounce-back offer ● Educational content on how to best leverage the product ● A cross-sell sequence based on the category they purchased from ● A winback email timed around a known replenishment cycle or the customer’s predicted date of next order DRIVE REPEAT PURCHASES
  37. 37. DRIVE REPEAT PURCHASES
  38. 38. DRIVE REPEAT PURCHASES
  39. 39. Build Customer Loyalty
  40. 40. Goal Use automation to drive timely touch points with your customers & leverage all data available to give customers a tailored journey as they continue purchasing from you to extend lifetime value. Audience All existing customers, with segmented sending based on loyalty status and personal data POST- PURCHASE Free gift on your birthday! Thanks for your order! COUNTDOWN TO BIRTHDAY PURCHASE ANNIVERSARY You’re a Platinum VIP! LOYALTY TIERS Exclusive sale, don’t miss out! SPECIAL ACCESS Happy (first purchase) Anniversary!BUILD CUSTOMER LOYALTY
  41. 41. OMG! Bella’s birthday is in 30 Days (30 days before) Throw Bella the best birthday party ever! (27 days before) It’s not too late to order a cake for Bella! (3 days before) HAPPY HALF BIRTHDAY TO BELLA (144 days after)
  42. 42. Key Takeaways ● Listen to all aspects of customer data ● Analyze data to segment customers ● Act with purpose
  43. 43. Q & A Lizzie Nirenberg Partner Marketing Manager
  44. 44. Effective Email Marketing For Ecommerce 2019 Summit Please hold for our next presentation starting at 12pm PT / 3pm ET JUSTUNO PRESENTS: BUILDING AN EFFECTIVE 1:1 MARKETING LOOP

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