cultivating loyalty with data-driven messaging · marketing analyst jay greenberg fitforcommerce...

CULTIVATING LOYALTY WITH

DATA-DRIVEN MESSAGINGAccelerate Your Messaging Strategy

SEPTEMBER 14, 2017

2

Bernardine Wu

FitForCommerceFounder & CEO

Greg Zakowicz

Oracle + BrontoSenior Commerce Marketing Analyst

Jay Greenberg

FitForCommerceSr. Consultant

MEET TODAY’S SPEAKERS

3

WHAT WE’LL COVER

Introduction

Instilling Loyalty to Retain Customers

Using Data to Meet Customer Expectations

Welcome Strategies that Cultivate Loyalty

Retention Strategies: Post-Purchase Messaging

Q & A

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3

4

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5

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FitForCommerce A specialized consultancy founded to help online businesses accelerate growth. Trusted advisor to hundreds of global companies.

Digital Diligence™ A philosophy and our methodology based on an investment and due diligence mindset for decision-making and execution to ensure success.

Recruiting For strategic and senior talent that aligns with digital strategy.

eCommerceKnowHow.com The first ecommerce knowledge base: Best practices, expert advice and info on 100s of features, functions and topics, 100s of provider and solution comparative info.

NRF Omnichannel Retail Index & FFC BenchmarkingStructured detailed benchmark studies.

The Innovation OfficeFiltering, curating, peer sharing, applied advisory on retail innovations.

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Oracle + Bronto Overview

BUILT FOR

COMMERCEDESIGNED FOR

ROIAWARD-WINNING

SUPPORT

PROFESSIONAL

SERVICES

• Segmentation

• Personalization

• Automation

• Sophisticated marketing

tools with drag-and-drop

simplicity

• Implementation

• Strategic services

• Full-service execution

• Developer services

• Deliverability services

• An in-house team offering

around-the-clock, award-

winning service across

the globe

• 9 time Stevie Award

winning Customer

Support Teams

• Integrates with virtually

all ecommerce

platforms, including:

• NetSuite

• Magento

• Shopify Plus

• And more

6

Prospect Customer

Source: InvespCRO

7

QUICK POLL

8

9

Customer Retention Ranked 7.3%

More Important than Acquisition

60.9

51.8

51.6

50

48.4

12.6

28.7

43

45.3

33.3

42.2

44

10.4

5.2

3.1

16.7

9.4

43.5

0 10 20 30 40 50 60 70

Increase Sales

Increase Customer Engagement

Increase Brand Awareness

Lead Generation

Customer Retention

Upselling

Percentage

Mark

etin

g O

bje

ctives

Least Important Important Most Important

Source: TrackMaven, “Marketing Leadership Survey: Strategy, Technology

and Data-Driven Management 2017, April 13, 2017”

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“Our customers are loyal to us right up

until the second someone offers them

a better service… and I love that.

It’s super-motivating for us.”

– Jeff Bezos

Amazon

1111

DATA is like a Rock Star.

If not managed well,

it will trash the place.

Instilling Loyalty to

Retain Customers

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15

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“Millennials and Generation Z are currently

estimated to be over 144 million strong, and

wield tremendous buying power. In fact,

Millennials (a/k/a Generation Y) whose oldest

members just turned 35, are estimated to

spend $600 billion each year in the U.S.”

– Entrepreneur.com

17

18

65%

62%

60%

58%

57%

52% 54% 56% 58% 60% 62% 64% 66%

Dynamic Content in Email Marketing

Website Content Based on Real-Time Data

Personalized Email Content Based on Real-Time Data

Personalized Email Content Based Software/MachineLearning

Website Content Based on Software/Machine Learning

Personalization Tactics that Effectively Drive Relevancy

Source: OneSpot, “The Return on Email Personalization,” The Relevancy

Group, June 21, 2017

Dynamic Email Content Most Effective Personalization Tactic

19

“Any business with delighted customers

has a sales force they won’t have to pay;

you don’t see them, but they are

talking to people all the time.”

– Warren Buffet

20

While Many Loyalty Programs Exist, Few Do It Right

10.9

13.3 13.414.3

7.8

6.7 6.7 6.7

0

2

4

6

8

10

12

14

16

2014 2015 2016 2017

Loyalty Program Participation

Belong Actively Participate

Source: Bond Brand Loyalty, “The Loyalty Report 2017” in collaboration with

Visa, May 23, 2017

21

Structured Loyalty Programs

22

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“We’re heading toward an age

of assistance where, for marketers,

friction will mean failure, and mass

messages will increasingly

mean ‘move on’.”

– Sridhar Ramaswarmy

VP of Ads & Commerce

Google

How to Cultivate Loyalty with

Data-Driven Messaging

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Relevance

Expectations of

Personalization

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Relevance

How often do you find marketing emails from companies useful?

• Consistently not: ~60% of the

time.

• Consistently useful: 15% of

the time.

7% 8%

29%33%

24%

AlwaysOften

SometimesRarely

Never

Source: “The Inbox Report 2016: Consumer Perceptions of Email,” Nov.

2016

Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Why Personalization Matters

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Enhance The Experience

Consider

the

source

Consider

the

behavior

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Subscriber Source

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Subscriber Source

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Subscriber Behavior

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Subscriber Behavior

Personalized message lift:

• Open Rate: +134%

• Click Rate: +254%

• Conv Rate: +267%

• RPE: +7,980

• 3% of email sends

• +140% in revenue

Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Welcome Series Relevance

• Personalization is expected!

• User behavior tells a story:

▪ Acquisition source shows interest.

▪ Click behavior shows intent.

• Knowing how users engage allows you to personalize their experience.

Using Data to Meet

Customer Expectations

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Let Me Ask You

How is

everything?

Want to

buy

something?

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Post-Purchase Messaging

• Enhances the customer experience

• Nurtures the customer

• Offers a customer service vehicle

• Engages

• Differentiates your brand

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Post-Purchase

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Post-Purchase

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Post-Purchase

First Purchase

Subsequent Purchase

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Continue Engagement

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Real People, Real Stories

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Sample Messages Menu

• Checkout Welcome.

• Thank You bounce back.

• Product care/tips.

• Customer service reinforcement.

• Cross-sell/recommendations.

• Loyalty club signup.

• Product rating & review.

• Site resources.

• Reorder reminder.

• Manage preferences.

• Offer reminder.

• Gift giving message.

• Refer-a-friend.

• Gift reminder services.

Social Messages:

• Crowdsourcing.

• Social intro.

• Partnerships.

• Social previews/teasers.

Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Post-Purchase Experience

Email Sent

Order Confirmation Immediately

Custom Welcome 0 – 2 Hours

Shipping Confirmation Day 3

Bounce back/Thank You Day 5

Product Care Day 7-8

Crowdsourcing/Social Engagement Day 10

Manage Preference/Birthday Invite Day 13

Cross-Sell Email Day 16

Product Review Day 21

Coupon Reminder/Offer Day 26

Transactional

Customer Service/

Engagement

Data/Content

Promotional

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What’s It Worth?

Clothing/lifestyle brand retailer

What: 15% off Thank YouWhen: 7 days after purchase

Lift over promo messages:• Open Rate: +372%

• Click Rate: +123%

• Conv Rate: +662%

• RPE: +8,220%

Message has generated 5% of email revenue while accounting

for only 0.6% of email sends

Seasonal sporting goods retailer

What: Customer Service Thank YouWhen: 4 days after purchase

Lift over promo messages:• Open Rate: +158%

• Click Rate: +41%

• Conv Rate: +327%

• RPE: +1,755%

Message accounts for 1% of revenue while accounting for only 0.03% of email

sends

Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

What’s It Worth?

Men’s clothing retailerWhat: 3 message series

Messages: CS thank you w/ offer, Product care for item purchased w/ offer

reminder, Style guide w/ offer reminder

Lift over promo messages:•Open Rate: +185%

•Click Rate: +47%

•Conv Rate: +183%

•RPE: +884%

Series has generated 4.3% of email revenue while accounting for only 0.45%

of email sends

Auto parts retailerWhat: 3 message series

Messages: CS thank you, Website resources, Club invitation/Blog resources

Lift over promo messages:• Open Rate: +152%

• Conv Rate: +126%

• RPE: +489%

Series has generated 4.6% of email revenue while accounting for only 0.8% of

email sends

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Post-Purchase Messaging

• Continue the engagement.

• Provide value to purchasers.

• Show an interest in your customers.

• Differentiate your brand.

4848

Thank you!

FitForCommerce | transformation@fitforcommerce.com

Bronto | bronto.com

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