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Acquire, Grow & Retain Customers, Fast

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Sailthru did a study this past quarter of consumers across the US, the UK, and Western Europe to identify the drivers of brand loyalty for retailers and media publishers and opportunities for marketers to inspire loyalty, and we’re here to share some of the results from that study for the first time.

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Acquire, Grow & Retain Customers, Fast

  1. 1. Acquire, Grow & Retain Customers, Fast
  2. 2. @eporres
  3. 3. What % of consumers say that retail and media brands don’t mean anything to them? 0-20% 21-40% 41-60% 61-80% 81- 100%
  4. 4. Fewer than 6% of consumers say that “brands don’t mean anything to them.” Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  5. 5. Loyalty is a Two-Way Street of brand loyalists say they want the brand to acknowledge their participation in loyalty programs.40% Source: Sailthru Q3 Consumer Loyalty Study, n=1,005 For publishers, loyalty can’t be bought Less than a quarter of consumers (23%) say their loyalty to media publishers would be improved by changes in prices or discounts, and just as many said they best way to encourage their loyalty was to improve content.
  6. 6. Are there any media outlets, publishers, or brands you consider yourself loyal to? If so, please list up to three. Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  7. 7. US, Canada, Western Europe Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  8. 8. US Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  9. 9. Three out of four retail brand loyalists (76%) have interacted with a favorite brand in some way that could have been personalized over the past 12 months Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  10. 10. Loyalists Interact Digitally 7% 8% 12% 17% 22% 22% 22% 23% 24% 26% 51% 61% Enabled push notifications from the mobile app Signed up for/received Text (SMS) Messages or alerts Interacted with their official social media accounts Downloaded or used a mobile app Received direct (physical) mail Received/downloaded a digital coupon/code Signed up for/participated in loyalty program Received a physical coupon Received an online message Signed up for or received an e-mail newsletter Visited a physical store location Visited their website Loyalist Brand Interactions, past 12 months Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  11. 11. Almost every interaction with a media publisher can be can be personalized in some way for the reader Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  12. 12. Loyalists Interact Digitally 10% 11% 15% 16% 18% 21% 21% 35% 66% 70% Signed up for/participated in a loyalty program Signed up for/received Text Messages/Alerts Received physical mail Enabled push notifications from a mobile app Received an online message Interacted with official social media accounts Signed up for email newsletter Downloaded/used mobile app Visited the website Read/watched/listented to content Loyalist Brand Interactions, past 12 months Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  13. 13. We open 49% of all emails on our mobile devices Source: Sailthru Open Rate Benchmarks, 2015 - 2016 12% Tablet29% PC 10% Other
  14. 14. “My Tesla read my emails for me while running autonomously.”
  15. 15. Loyalty, Retention and Personalization of retail brand loyalists say they only want to be shown products or services that are relevant to them.31% of those retail brand loyalists want their purchase history to be used to tailor messaging content for them.41% of those retail brand loyalists want to be addressed by name. 34% of those retail brand loyalists want those brands to acknowledge something specific about them, such as their hobbies and interests20% Source: Sailthru Q3 Consumer Loyalty Study, n=1,005
  16. 16. Personalization Methods
  17. 17. How to personalize Improve Make a decision Learn Customer Preferences v
  18. 18. Method: Attribute-Based Personalization Attribute-based systems look at attributes assigned to a given item. When a person shows interest in or purchases that item, these systems find other items with similar attributes to recommend to that customer. Generally, attribute-based recommendation systems are Product- based.
  19. 19. Method: Collaborative Filtering Collaborative filtering systems use data from multiple customers to fill in “gaps” in a person’s profile, identifying things they might like based on their similarities to other customers. Contextual: similarities based on what the person is doing or looking at right now Historic: similarities based on what the person has done throughout his or her lifetime
  20. 20. Method: Model-Based Collaborative Filtering Applies machine-learning to the product and person datasets and uses statistical techniques to predict the probability of a customer acting on a given recommendation (or set of recommendations) using the entire dataset. Model-based approaches are both product- and user-based (A person like X is most likely to respond to products A, B, and C)
  21. 21. Examples of Each Attribute-Based Collaborative Filtering “Because you watched…” “People who bought this also bought…” Model-Based Collaborative Filtering Discover Weekly “Top picks for you…”
  22. 22. Why Personalize?
  23. 23. Consider the alternative: Disengagement!
  24. 24. Personalized communications reduce opt-outs by 45% Source: Sailthru Customer Benchmarks, 2015 - 2016
  25. 25. Personalized messaging performs 27% better than generic messaging Source: Sailthru Customer Benchmarks, 2015 - 2016
  26. 26. Personalization Drives Higher Engagement Source: Sailthru Customer Benchmarks, 2015 - 2016 No Personalization Personalized Interaction Rates with Emails, Non-Personalized vs. Personalized +27%
  27. 27. The Real Cost of Not Personalizing Content Sent by media publishers between October 2015 and September 2016 28 Billion Emails 5.3 Billion Opens 211 Million Lost Interactions 6.5 Billion additional lost page views Source: Sailthru Customer Benchmarks, 2015 - 2016
  28. 28. Loyalty matters more than ever Loyalists interact digitally more than ever Those interactions can be personalized Personalization methods vary; choose wisely (Person)alization drives real results
  29. 29. “And don’t forget about mobile.”
  30. 30. IGNITI ON
  31. 31. By 2020, 50% of all brand interactions will be personalized
  32. 32. www.sailthru.com sales@sailthru.com 817.812.8689 @sailthru NYC HQ 160 Varick St., 12th Floor New York, NY 10013 San Francisco 360 Clementina Street San Francisco, CA 94103 Los Angeles WeWork LaBrea 925 N. LaBrea Ave Los Angeles, CA 90038 London 6 Ramillies Street 2nd Floor, London W1F 7TY, Wellington 31 Dixon Street Level 2, Wellington 6011, New Zealand Pittsburgh 100 South Commons Pittsburgh, PA 15212 Thank You @eporres

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