Driving Results with First-Person Marketing
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Discover how First-Person Marketers take a holistic approach, starting with the customer, establishing clear objectives and pulling together multiple touchpoints and data sources to drive results
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Driving Results with First-Person Marketing
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- 4. Email is #1 for ROI
- 5. Cross-tabulation of responses for ‘Which practices are part of your email marketing efforts?’ (advanced segmentation) and ‘How do you rate the following channels (email marketing) in terms of return on investment?’ Marketers who employ advanced techniques get better ROI
- 6. And yet….
- 7. Challenges 1. Integrating data 2. Where to focus 3. Lack of resources / time / skills 4. Lack of technology 5. Developing processes and rules
- 8. Advanced email tactics – like a box of chocolates… • Basic and advanced segmentation • Mobile responsive templates • Encouraging social sharing • Re-marketing • Use of video content • Multi-channel triggers • Content personalization • Location-based content • Lead nurturing • Lifecycle programs • Promoting customer ratings and reviews • Dynamic content • Behavioural targeting • Lead scoring • Dynamic social feeds • Real-time content • Progressive profiling
- 9. 1. Start with the customer 2. Be clear on your goals 3. Get buy-in 9
- 12. Personalization across the lifecycle… Cross-sell programs Replenishment Abandon Basket Re-engagement Winback Breed-specific CRM Tailored Welcome Programs 1st purchase incentive (welcome journey) Welcome Convert Nurture Repeat purchase Re-activation £ Pre- and Post- journey (travel) Ratings & Reviews (travel)
- 14. Results • 60% open rates • 50% click-to-open rates • 3 - 10x higher conversion rates
- 15. 15 About Wolseley Wolseley is the world’s largest trade distributor of plumbing and heating products and a leading supplier of building materials. .. TAKE FROM WEBSITE
- 16. 16 • Targeted email campaigns (Segment Builder) • Small customer contact strategy (Smart Blocks) • Abandoned Basket Email Personalization • Countdown timer • Pop-ups Website Personalization
- 19. Results Targeted email campaigns: • 39% open rate • 4.3% average click-through rate Product recommendation blocks: • Average open rate has increased from 28% to 45% • Average click-through rate from 2.5% to 5%. Abandoned basket campaign: • £66,446 in recovered value • 2.9% sales uplift overall
- 20. Adestra’s 8 Marketing Success Pillars 20
- 21. Final Points • Invest. Your email ROI will thank you • Do what’s right for your customer and your business (tactics are just tools, not an end in themselves) • Start small and build on it
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Editor's Notes
- Hello and welcome What you can do to develop your email programs and reach your true potential! Customer success at Adestra The approach we take to help our clients achieve their digital marketing goals And I’ve got 3 really case studies looking at different strategies to improve email performance
- And a bit about Adestra. Anyone heard of us? ESP. UK based. Growing rapidly in the US, and now Australia. Our big USP is that we know it takes more than great technology to achieve marketing goals – it takes people. We have this slightly cheesy tagline: We’re not just Software as a Service, we’re Software and a Service We have a 98.6% retention rate – clients stay, and when they leave they come back.
- Email does pretty well – why do we care about 1st Person marketing? This is from a study we run annually with Econsultancy. 2017 was its 11th year. we’ve seen over the years highlighting the gap between the average proportion of sales attributed to the email marketing vs. average proportion of total marketing budgets (that’s spent on email). And this year we saw that while 22% of sales came from email, this was with just 15% of budget.
- Because when we’re more sophicated – it drives better even ROI. But despite this, it could be argued that companies are chronically underinvesting in email as a channel. And this year we saw that while 22% of sales came from email, this was with just 15% ofbudget But one thing I’d like to highlight the previous stats against is the obvious returns that we can see for brands that have a more mature approach to their email strategy and are investing more… So if you look at this cross tabulation which means that we compared two questions against each other, we can see that when marketers put more time, money and effort into email, they are more likely to report an excellent ROI So what we see here is that the 38% of marketers that say they carry our advanced segmentation report excellent ROI versus companies that don’t carry out advanced segmentation reporting excellent ROI from their marketing efforts. And also you can see that those companies that don’t carry out advanced segmentation were much more likely to report average or poor ROI on their marketing efforts. So this is a good example that demonstrates that spending extra time and money on email marketing has a multiplier effect where ROI will be higher
- So with all these great rewards – why isn’t everyone doing it? Again this is from the email census – 48% of marketers are only in the early stages
- If you can figure this one out – the other things easier to tackle
- How do you decide what techniques & tactics to employ? They all come back to personalisation – segmentation, re-marketing, location-based content, lead nurturing, dynamic content, lifecycle programs, optimising email for their device - and driving a better, more relevant and engaging experience for your customer
- 1. Start with the customer – because at the end of the day they are the ones who receive our marketing and who we want to influence. Map the customer journey – how can personalisation help them? What are the stages they go through in making the decision to purchase, and what are our touchpoints with them? What are your goals? What is the point of your efforts? What are you hoping to achieve – happier, more loyal customers, improved conversions, higher revenue, etc. How will success be measured? Get buy-in from everyone across the business. Be aligned on what personalisation means for your business, and what it means for the customer. Make sure the board & management team are behind you in your vision as that will make it a whole lot easier to secure budget & resource for what you want to do.
- World’s largest specialist trade distributor of plumbing and heating products. Employs more than 6,000 people and operates from over 700+ branches. Offer customers an holistic multichannel experience (branch, customer support centre and eBusiness – market leading websites and EDI solutions)
- PetsPyjamas – are a pets lifestyle website. Selling pet products and pet-friendly travel Understand that pets are a member of the family That they see themselves not as ‘dog owners’ but as ‘jack Russell’ owners The way to their hearts and to their pockets was via their beloved pets. Something Pets Pyjamas do really well is identifying opportunities across the lifecycle to collect data and deliver personalised experiences They have tailored welcome programs depending on you found out about petsPjyamas (they do a lot of work with partners) As part of the welcome journey they ask you to fill in your pet profile Birthday email – not for you, for your pet! If you’ve bought a lead, they recommend collars Replenishment reminding to you treat your pouch to a new jacket And re-engagement – when you become a ‘sleeping dog’
- Welcome/nurture key focus – glasses are a considered purchase. Not like fashion. What is your AOF? ATM relying too much on your BAU How we nurture people during this – reassure them (only 5% of glasses purchases are online). When people come to your website they are in the market for buying a new pair glasses (they may already have a prescription, etc.) – how you nurture them at this highly engaged stage is critical to maximising successful conversions
- I’ve included this one as it’s a really good example of how focussing on the welcome experience for new customers & having a really good strategy can have a big impact on commercial results. Who they are…
- World’s largest specialist trade distributor of plumbing and heating products. Employs more than 6,000 people and operates from over 700+ branches. Offer customers an holistic multichannel experience (branch, customer support centre and eBusiness – market leading websites and EDI solutions)
- Wolseley wanted to create a seamless personalised experience across their website and email communications. They worked with Adestra and our partner Fresh Relevance Automated product recommendations allowed them to present their customers with products of interest to them at the right time, based on what they have browsed or ordered in the past. They used Fresh Relevance’s Popover SmartBlock to streamline the customer journey for large orders that involve specific multiple parts. When the customer is adding products to their order, a Popover appears on-screen with advice, helping to ensure everything they need is in their cart. Wolseley is also using Fresh Relevance for cart abandonment and targeted campaign emails, achieving a massive uplift in open, click-through and conversion rates.
- Automated product recommendations allowed them to present their customers with products of interest to them at the right time, based on what they have browsed or ordered in the past. Very targeted campaigns based on lifecycle stage, browse and purchase behaviour (recency, value, channel, category & product)