D2C Insider elevate, Women Summit Delhi -Mastering retention by Chandni Soni VP Contlo
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Retention Marketing Mastering Retention- Learnings from 500+ brands (By Chandani soni)
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D2C Insider elevate, Women Summit Delhi -Mastering retention by Chandni Soni VP Contlo
- 1. MasteringRetention with Chandni Soni VP - Engagement& Product © 2023 Contlo Inc. © 2023 Contlo Inc.
- 2. Growinga D2CBrand Acquisition Retention Performance Marketing SEO Social Media Marketing Community Engagement Email SMS WhatsApp Web Push Mobile Push Automations Retargeting WhatisRetention? © 2023 Contlo Inc. © 2023 Contlo Inc.
- 3. Whyisretentionimportant © 2023 Contlo Inc. © 2023 Contlo Inc. 6Months Data of AnAverageD2C brand
- 4. Scenarioanalysis © 2023 Contlo Inc. © 2023 Contlo Inc. AnAverageFashionBrand PotentialSales bySimplyRetaining10,000 customers Assuming each customer ordered 1.26times ina span of next 6month T otalNumber of Additional Orders viaRetention 26,00 ACV INR3000 viaCustomerEngagement INR78,00,000
- 5. Howdoyougoaboutit? Email SMS WhatsApp Web Push Mobile Push Retargeting Automations © 2023 Contlo Inc. © 2023 Contlo Inc.
- 6. Emails Setupalegitimate emailsendingaddress Make sureyouremails landinto inbox Make sureyou have a personreplyingback to customers Unsubscribe buttonisa MUST HAVE yourname@brand.com 80%More RoIwith right deliverability hygiene © 2023 Contlo Inc. © 2023 Contlo Inc.
- 7. EmailDeliverabilityHygiene Score on Mail-tester 9.5 Or Higher Subject linechecker 105 Or Higher Should landinto GMASSinbox © 2023 Contlo Inc. © 2023 Contlo Inc.
- 8. MoreSend≠MoreRevenue Samecampaign but Smalleraudience hasdouble the open rate Emailperformancebenchmarks © 2023 Contlo Inc. © 2023 Contlo Inc. 20−30% CampaignOpen rates 30−50% 2−5% AutomationOpen rates CTR <2% Bounce rate
- 9. DesignMatters CTAinfirstfold 1 : 1 Imageto Text © 2023 Contlo Inc. © 2023 Contlo Inc. ClearUnsubscribe Nudge
- 10. BenchmarkingEmailSubjectline {{contact.first_name|default:Cur ated}}, Most Stylish Joggers of 2023 Most Stylish Joggers of 2023 © 2023 Contlo Inc. © 2023 Contlo Inc.
- 11. © 2023 Contlo Inc. © 2023 Contlo Inc. SMS 1/8ththecost SimilarRoI EntitySetup DLTRegistration Opt foraproviderthat offersCLICKERSdata Best channelfor apparels & accessories One of themostunderutilisedchannels inIndia
- 12. SMSDeliverabilityHygiene 90%Or Higher Deliveryrate Exclude Non-Clickers T ryto keep contentcrisp 1 60 © 2023 Contlo Inc. © 2023 Contlo Inc. Chars orless
- 13. SMSPerformanceBenchmarks 5−10% CTR © 2023 Contlo Inc. © 2023 Contlo Inc. <10% Bounce rate
- 14. WhatsApp Most interactive & Most expensive Get aVerifiedNumber Write interactive copies © 2023 Contlo Inc. © 2023 Contlo Inc.
- 15. WhatsAppDeliverabilityHygiene 90%Or Higher Deliveryrate 8−15% CTR Keep content conversational Alwaysgive controlto userto OPT out 20%Or Higher Open Rates © 2023 Contlo Inc. © 2023 Contlo Inc.
- 16. KeepExcludingNon-Clickers Marketingmessages:75p/m UtilityMessages: 31p/m © 2023 Contlo Inc. © 2023 Contlo Inc. 24 hourfreewindow formessaging 42%increase in ROI Bycarefullytweaking content and timing
- 17. T ellastory&Collect Consent Reach out to people who give consent, multipletimes © 2023 Contlo Inc. © 2023 Contlo Inc.
- 18. Set context Establishfacts Give anoffer Alwaysgive option to opt out © 2023 Contlo Inc. © 2023 Contlo Inc.
- 19. NowChannelsareSet HowtoStart? Pre-Purchase Journey Post- Purchase Journey © 2023 Contlo Inc. © 2023 Contlo Inc.
- 20. Retention- Thingsno one tellsyouabout © 2023 Contlo Inc. © 2023 Contlo Inc.
- 21. NeverLeaveSubscribers 100 people landon the website © 2023 Contlo Inc. © 2023 Contlo Inc. 98%traffic justbounces off 1−2% ecommerce conversionrate Facebook deletes cookies in7days 8−20% Signup rate T arget Collectmore numberof subscribers
- 22. MustHaveAutomation Journeys AcrossCustomer Lifecycle Prepurchase Postpurchase BrowserAbandon DeliveryFollow-up CartAbandon UsageInstructions CheckoutAbandon ReviewsCollection Inactiveonsite RepurchaseReminders WelcomeFlows CrossSell/UpSell Referrals © 2023 Contlo Inc. © 2023 Contlo Inc.
- 23. © 2023 Contlo Inc. © 2023 Contlo Inc. Pre-PurchaseAutomationJourneys Welcome Journeys Browse Abandon Journeys CartAbandon Journey CheckoutAbandon Journey Stop leakages Catch userwheretheyleft off Directmessaging
- 24. Post-PurchaseAutomationJourneys ThankYou ShipmentDetails Loyalty& Rewards Reviews Cross Sells HighestOpen rates Nudge customersto save thenumber © 2023 Contlo Inc. © 2023 Contlo Inc.
- 25. MostCommonCampaignTypes Nurturing Referrals NewArrivals&Launches UpdatesabouttheBrand T op Sellersof themonth CelebSpotting Categoryspotlight Offers&Discounts Festive Sale FlashSale VIPonly ClearanceSale PreLaunchOffers Freebies © 2023 Contlo Inc. © 2023 Contlo Inc.
- 26. © 2023 Contlo Inc. © 2023 Contlo Inc. TheGoldminecalledData Askcustomers what theywant Consent (Yes/No) 50% moreRoIbyrepetitive communication Segment people byconsent, leveragedatalater
- 27. ContextBasedpersonalization Bdaycollection. Delight customerswith littleinformation Surprisethemon theirbirthdayand anniversaries © 2023 Contlo Inc. © 2023 Contlo Inc.
- 28. © 2023 Contlo Inc. © 2023 Contlo Inc. DataDrivenCommunication Integrate yourCRM withagood Loyalty andrewardsplatform SendCommunicationslike Your points expire inxdays Your wallethas 100unused points Loyalty emails perform 14×better thanregularmarketing emailswhenthey’remorepersonalandrelevant.
- 29. DataDrivenCommunication Back inStock nudges Alwayscollect phone numbersforprompts © 2023 Contlo Inc. © 2023 Contlo Inc.
- 30. TurnyourWhatsAppintoaMiniStore Make shopping easyand seamless through WhatsApp © 2023 Contlo Inc. © 2023 Contlo Inc.
- 31. © 2023 Contlo Inc. © 2023 Contlo Inc. TurnyourWhatsAppintoaMiniStore Atypicalfashionbrand gets 50−70%revenue fromWhatsApp Don’tend anychat on aHi! Be whatsapp first, setupabot fornot leavinganyquery unanswered Queries cango down byupto 80% whenachatbot is inplace
- 32. © 2023 Contlo Inc. © 2023 Contlo Inc. Convertuserswhileonthesession Nudge userswhilethey areinthesession Get themto add products to cart Make themproceed to checkout Salerelated communications 1 2 % CTRon Forms
- 33. © 2023 Contlo Inc. © 2023 Contlo Inc. KnowYourRoI/Optimiseit Sendonlyverygood dealsto theexcluded audience. PutProper Exclusions Send5times Not clicked evenonce Remove them Send5times Not opened evenonce Remove them
- 34. © 2023 Contlo Inc. © 2023 Contlo Inc. ChannelwiseRoITrends 20 - 25X 8 - 10X *theseRoInumbersarevalidwhenthe mediums areusedfor automated journeysaswellascampaigns 10 - 15X 6 - 8X JOURNE YS CAMPAIG N JOURNE YS CAMPAIG N 4 - 6X 10 - 15X JOURNE YS CAMPAIGN 2 - 8X JOURNE YS CAM.. 1 - 4X
- 35. ChoosetheRightCRMT ool Good forearlystage growth ChannelFirst Specialisesinaspecific channel Captures essential datapoints - Transaction, Engagement Good forGrowth stage & Maturedbrands DataFirst Captures nuanced datapoints - Commerce, Engagement, Partner data Does detailed customer profiling - Discount shopper,highspender,Channel preference, Timeof day © 2023 Contlo Inc. © 2023 Contlo Inc.
- 36. OpentoQuestions? Chandni Soni VP Engagement& Product Contlo © 2023 Contlo Inc. © 2023 Contlo Inc.