This document discusses how companies can drive engagement and revenue growth through understanding customer behaviors. It provides examples of how evo, UncommonGoods, and Lenox use behavioral data and personalized campaigns to increase customer loyalty and lifetime value. Specifically, it discusses how evo targets their best customers with personalized discount codes, how UncommonGoods re-engages browse abandoners, and how Lenox uses content marketing and lead scoring to improve lead efficiency.

1. How to drive engagement
and revenue growth through
understanding behaviors
Sebastian Hoelzl
Director Marketing Strategy EMEA

2. What do companies want to achieve?
1. Customer retention and relationship building
 Sustainability
2. Increase sales
 Revenue
3. Fast customer service
 Customer Satisfaction

3. How to build a healthy customer relationship
1 2 3
1. ENGAGEMENT 2. LOYALTY 3. INCREASE ROR

4. The classic 1to1 campaign: eMail
Conversion
€
€
€
Success
Segment Contact Database
A
B
C
Openrate
20%
18%
21%

5. Classic Campaign Value Added
Sequential Campaigning
€
?

6. Conversion
€
€
€
Multipurchase
Agile campaigning
Open
60%
A
B
C
D
E
F
G
H
I
…
Hints,
Content,
Offers
Database
Client Database
with individual
behavioural profiles
€
Send out through
key behaviors or behavior chains

7. Customer Database Evaluation
€ 1.000
Customer Lifetime Value
€ 100
Customer Database: 100 Customer
15%
20%
10%
15%
5%
10%
5% 5%
10%
5%
€ 4.000 € 3.000 € Realised € 1.500 6.000 € 2.500 € 6.000 € 3.500 € 4.000 € 9.000 € 5.000 € 55.500
Potential € 13.500 € 16.000 € 7.000 € 9.000 € 2.500 € 4.000 € 1.500 € 1.000 € 1.000 € 0 € 44.500

9. Three levels of campaigning

10. Campaign types

11. Extending the Customer Lifecycle
Story Milestones – Lead story creating the brand experience
A Campaign A Campaign B
Individual Customer Journey – Behavioral influenced topics to create customer retention
Customer Value
€ 500
€ 250
€ 750
€ 375
Campaign
B
Campaign

12. So let’s take a peek
at best practices …

13. CASE: evo
Revenue Growth and Customer Loyalty
Best Customer and Post‐Purchase Care

14. 1 Storefront (soon 2!) plus evo.com
evo

15. Evo.com Stocks a Wide Variety of Brands
evo

16. Focus on Customer Lifetime Value
CLV is significantly higher for Repeat Buyers, especially 9+ purchases
evo

17. A “BEST CUSTOMER” program
evo

18. Best Customers: R1F1M1
Recency
Of Spend
Monetary
Value
Frequency
Of Spend
evo

19. Best Customers: R1F1M1
Triggered 7 days after a frequent customer has spent a
grand total of $650 in their lifetime.
evo

20. Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer
you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free
dollars good toward ANY order over $50 on evo.com.
How it works: Woohoo! Enter Because we’re your so code thankful in you the chose “to shop Enter with us we’d Coupon like to offer Code” you this spot code
in the cart before
checkout good and for $50 we’ll off your next purchase. automatically It’s as good as deduct it $50 sounds – 50 from free your dollars good order.
toward
ANY order over $50 on evo.com.
Here is your code: %%50 Dollar Code%%
How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout
and we’ll automatically deduct $50 from your order.
We appreciate you shopping with us and hope to see you again soon!
Here is your code: %%50 Dollar Code%%
With love, evo
We appreciate you shopping with us and hope to see you again soon!
With love, evo
evo

21. A “POST PURCHASE” program

22. 57% Open rate
26% CTR
45% CTOR
22
evo

23. Case: UncommonGoods
Revenue Growth
Browse Abandonment & Retargeting

24. Browse, Form, Process – Sniffing Around

25. Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
UncommonGoods

26. Re‐marketing for Fun & Profit!
Her
Shoes
Him
Conversion
Browse & Process Abandonment
• High volume
• Lower conversion {
Abandon Basket
• Low volume
• High conversion
{
UncommonGoods

27. From the ‘For Him’ Section
UncommonGoods

28. Visitor Dropped Into Automated Program
UncommonGoods

29. And Served Specific Content
2.2% conv. rate vs
1.6% for Broadcast
emails
UncommonGoods

30. And It Works So Well…
UncommonGoods now has eight browse remarketing emails
UncommonGoods

31. And The Monthly Numbers…
Program Open Rate Conversion Rate Number of Emails
Broadcast 18.1% 1.6% 20,400,000
Purchase Confirm ‐‐ 2.4% 398,000
Welcome 34.4% 1.4% 149,000
Browse Abandon 41.8% 2.2% 90,000
Basket Abandon 27.9% 23.1% 11,500
SKU Notify ‐‐ 23.9% 8,000
UncommonGoods

32. Case: Lenox
Lead Efficiency and Qualification
Lead Scoring & Content Marketing

33. It’s Not Just for Retail/B2C
Lenox

34. Content Marketing - Nurture
Lenox

35. Lenox

36. 60%!
Lenox

37. The how to do it
summary:

38. 1) Define Projects and Priorities
2) Win your Sponsors
3) Integrate Multiple Solutions
4) Measure Success

39. Don’t freak out … you can do this!

40. Thank you!
Sebastian Hoelzl
@SebastianHoelzl