Digital Marketing is not only marketing to the right audience but getting a conversion with good ROI

1. They Finally Bought Something, Now
What Do I Do?
Strategies for Post-Purchase Communications
Brian Rants, Director of Business Development
@dmxengage

2. Under the Marketing Microscope
Study of CMOs: 78% say more scrutiny
is placed on their marketing efforts
compared to a year ago.

3. As one CMO put it:
“We’re in a ‘prove it’ economy in
which advertising that doesn’t lead
to a sale tomorrow gets cut.”

4. Who would you rather market to?
Group A or Group B?

5. Group A
1% conversion rate
Revenue from 5 group A customers
equals revenue from 1 group B customer

6. Group B
Up to 9% conversion rate
Purchases 3-7x more than
Group A on each visit

7. It seems obvious. Group B.
But who are you marketing to?

8. Marketing spend favors Group A
Survey says:
you are likely
spending just
20% on
Group A
80%
20%
Group A
Group B

9. The Marketing
Imbalance
We chase
new customers
(Group A)
over cultivating
relationships with
existing customers
(Group B)

10. 10 Post-Purchase Campaigns
Automate these campaigns to correct your
marketing imbalance & increase marketing ROI

11. 1. First-Purchase Welcome
§ Thank customers
and send a series
of emails that
address common
questions and
offer an incentive
to return to your
site and make
another purchase.

12. 2. Post-Purchase Surveys
§ This foundational
customer service tactic
serves to discover
problems early, as well
as inform what content
should be in the first-
purchase welcome
series.
A 5% reduction in
the customer
defection rate can
increase profits by
5% – 95%.
Bain and Company

13. Product/Market Fit Survey
We are going
to send you a
Survey
Here is Your
Survey!
Survey
Completion
Reminder
Thank You
(Complete),
Link to Survey
(Not Complete)

14. Product/Market Fit Survey
§ 1. How are customers
actually finding you?
§ 2. Market Fit: pay
attention to “help us
understand” answers by
those who would be
“very disappointed”

15. Product/Market Fit Survey
§ 3. Who are your true
competitors?
§ 4. What exact words will
convert? Steal
customers’ benefit-
oriented copy!
§ 5. Recommendation rate
and more great copy

16. Product/Market Fit Survey
§ 6. See if you can identify
your “ideal customers” and
create buyer personas
§ 7. Customers help create a
Product/Service roadmap
§ Resources: Survey.io and
How To Use Surveys to Get a
64.8% Increase in Completed
Purchases

17. 3. Product Review & Rating Requests
§ Studies show peer
reviews and ratings
are crucial.
§ Once sufficient time
has passed, request
a product review.
§ Great for SEO & can
be used in collateral.
§ Reviews produce an 18%
uplift in sales comprised of
• +11% conversion
• +2% Average order
• +5% Visitor return rate
§ Reevoo

18. 3. Product Review & Rating Requests
Mashable
• Make it easy
• Be present on multiple
review sites
• Be Candid
• Pay attention to both
positive and negative
§ 90%: Positive online
reviews influenced
their buying decisions
§ 86% Negative reviews
influenced their buying
decisions
§ Dimensional Research &
ZenDesk

19. 4. Bounceback
§ A special offer or
incentive sent to recent
or first-time purchasers
to encourage them to
return and buy again.
§ Straightforward, “thank
you” messaging.

20. 5. Cross-Sell
§ Driven by algorithms or
business logic, these
automated messages
recommend products or
services based on a
customer’s most recent
purchase.

21. 6. Recommendation
§ Cross-sell and upsell
messages are specific to
a single purchase, a
monthly recommendation
emails can serve up
offers based on multiple
purchases, as well as
other behaviors.
The next level:
recommendations
are built from web
and mobile app
browsing data.

22. 7. Social Sharing
§ We all want deeper social
interaction…why not ask for
it? After an appropriate
interval, encourage sharing
of stories across social
channels that are relevant to
your audience’s experience.

23. 8. Replenishment / Reminder / Reorder
§ Replenishment: it’s time to
repurchase a consumable
product
§ Reminder: an item they
previously purchased is close
to running out of stock
§ Reorder: a product they
purchased would typically be
expected to need replacement

24. 9. Win Back
§ If a customer hasn’t
made a purchase within
your typical time frame,
put them into a win back
series.
§ Consider a “We Miss
You!” theme and
incentives to purchase
again.

25. 10. Date/Event Based Follow Ups
§ Holidays and relevant
seasonal events are great
opportunities for
increased engagement.
§ Consider using purchase
data for more targeted
communications.

26. 10 Campaigns to Automate
1. First Purchase Welcome
2. Post-Purchase Surveys
3. Product Review & Rating
Requests
4. Bounceback
5. Cross-Sell
6. Recommendation
7. Social Sharing
8. Replenishment /
Reminder / Reorder
9. Win Back
10. Date/Event Based

27. Resources
DMX Engage’s
Infographic
“Take Care of Your
Own” Marketing
Manifesto
See link in post

28. “Engage” with Us
• Silverpop’s Ultimate
Guide to Post-
Purchase Messages
• Adobe’s The ROI from
Marketing to Existing
Online Customers
http://www.dmxengage.com
@dmxengage
+dmxengage
DMX Engage
Resources

29. Your turn.
What percentage of your efforts go
to marketing to existing customers?

30. Your turn.
What experiences (as a marketer or
consumer) have you had with any of
these automated campaigns?

31. Your turn.
What ideas do you have on getting
going, and getting early “wins?”

32. See you in the comments…
Brian Rants
@dmxengage