Using automation to create journeys that drive conversions and loyalty,
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Automation base camp presented by Charlotte Reilly, CRM Manager, Truprint and Danielle Woolley, Customer Success Manager, Adestra
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Using automation to create journeys that drive conversions and loyalty,
- 1. #emailsummit Using automation to create journeys that drive loyalty and conversions
- 2. As Customer Success Manager at Adestra, Dani is obsessed with helping clients leverage the MessageFocus platform to meet and exceed their marketing goals. @DaniAtAdestra
- 3. Charlotte Reilly has over 5 years’ experience in CRM and online marketing and is currently CRM Manager for Truprint.
- 4. Email Summit 2015 • Background and Objectives • How we did it • Results • What we learnt • Q&A Agenda
- 6. Email Summit 2015 • Small team • Competitive market • Discount heavy offers Challenges
- 7. Email Summit 2015 1. Improve conversion rate from registration/sign up to first order 2. Improve conversion rate from single-buyer to multi-buyer 3. Up-sell from prints to more profitable products such as photobooks and calendars Objectives
- 8. #emailsummit How we did it
- 9. Email Summit 2015 Customer Journey Register Sign Up Competition Affiliates App Initial Interaction Upload Photo 1st Order Re-order
- 10. Email Summit 2015 • Welcome Registration • First Purchase Activation • Post-Purchase (prints) • Post-purchase (other) • Winback (6,9,15 months) Programs
- 11. Email Summit 2015 First-purchase Activation Prints Books Calendars
- 12. Email Summit 2015 Post-purchase Activation Create fantastic Photo Gifts with Truprint
- 16. Email Summit 2015 Winback Don't forget about your free prints
- 18. Email Summit 2015 Winback Results (9-months) Email 1 We miss you, come back to us and get 50 free prints from Truprint Open rate: 16% CTOR: 10% Conversion rate: 1.9% Email 2 Don't forget about your free prints Open rate: 16% CTOR: 12% Conversion rate: 2.9%
- 19. Email Summit 2015 Revenue uplift: 64% Winback
- 20. Email Summit 2015 • Re-visit winback • Testing & Optimisation What’s next
- 21. #aes15 Q&A
- 22. Thank you #aes15 For more information please contact us: +44 (0)1865 24 24 24 or email moreinfo@adestra.com
Editor's Notes
- Hello everybody and welcome! As I’m sure you’ve gathered, automation is a big focus for this Email Summit. Launching the automation program builder in July was a big deal for us, and its been really exciting seeing clients run with it and create some great programs. The uptake has been phenomenal, but there’s so much opportunity for all of our clients. That’s why I’m really glad so many of you have joined us today.
- Just a little bit about me. My name is Dani. I’ve been in digital marketing for over 10 years, both client and agency side. I started off in B2B publishing as a marketing manager, and then moved agency side and finally into marketing software. My experience spans a range of industries including retail, FMCG and b2b, which has given me a really good insight into how the principles of direct and digital marketing apply across different sectors and markets. In my role as Customer Success Manager for Adestra, I’m focussed on ensuring all our clients are able to leverage our email marketing software and the services we provide to meet and exceed their marketing goals. Hello everybody and welcome! Intro to me – blah blah As I’m sure you’ve gathered, automation is a big focus for this Email Summit. Launching the automation program builder in July was a big deal for us, and its been really exciting seeing clients run with it and create some brilliant programs. The uptake has been phenomenal, but there’s so much opportunity for all of our clients. That’s why I’m really glad so many of you have joined us today. We’ve got a great session ahead. We’re going to kick things off with a case study from Truprint. I’m joined by Charlottle Riley, CRM Manager at Truprint and we’ll be taking you through a series of lifecycle programs they’ve created over the last 2 months, the strategy behind them and how they got there, plus some of the initial results they’ve seen. We’re also joined by Harry Hanson-Smith from Adestra partner Fresh Relevance. After the case study we’ll be opening up the floor to questions and kicking off a wider discussion around automation. So please think about any questions you’d like to ask and examples that you can share with the room, don’t be shy! Hand over to Charlotte to say a bit about herself..
- Before joining Truprint in 2010 Charlotte gained invaluable and contrasting marketing experience with Game in their Exeter store and head office as well as gaining a BSc in Psychology and an MSc in Marketing at Exeter University. At heart Charlotte is an outdoor person and will get out for a ride on her horse as often as she can.
- 40 years Remember the envelopes, now its all online Still do film! Tiny Not just prints – gifts, etc
- Waking the beast! Lack of brand loyalty /commodity
- People who have created a login or uploaded photos but not completed purchase Good customer service team – identify problem and help them through Large segment single buyer - average order frequency 1.3? A year Convert to loyal customers Wowcher / Group-on
- As a starting point we considered the customer journey and identified the key events that we wanted to influence that would take people down the path of becoming loyal customers. So as you can see for Truprint, there are a number of ways that a consumer might initially interact with the brand and provide their email address. The next action we want them to do is upload their photos, then place their first order and then of course we want them to re-order Looking at the customer data, it was clear that at each of these stages there was a lot of fall-out with customers failing to complete the next action. We felt there was a big opportunity to get these customers back on track by triggering relevant and well-timed messaging.
- So we identified 5 key programs that we wanted to put in place Welcome registration – this would be focussed on getting newly registered people to upload their photos – reminding them to do so and offering help in case they had encountered a problem. First-purchase for new contacts who have failed to make a purchase – I’ll take you through this one shortly. Post-purchase prints and other – to encourage upsell on other products for prints and re-order for other. And Winback for customers who haven’t purchased for 6, 9 and 15 months
- First of all I’m going to take you through First-Purchase activation
- Charlotte
- Charlotte
- Dani
- Charlotte
- Previous 1 step program – similar open rate, but big uplift – achieving 2% or 3% CTR.
- Screen grab of both emails to compare open/click rates & conversion rate Uplift on previous email