bam! ka pow! power-packing your post-purchase programs

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Closing the sale may be the hero for your bottom line but post-purchase email marketing is the strong sidekick who helps ensure long-term customer loyalty and repeat purchasing. Whether you have an established post-purchase email strategy or you are just getting started, this presentation will show you how to maximize this underutilized phase of the customer lifecycle and speak to the multi-device multi-tasking consumer. In this presentation, you will learn how to: Identify opportunities to automate messages through the post-purchase lifecycle Leverage easily accessible data points to enrich the customer experience and drive repeat sales Avoid common content and promotional pitfalls in transactional and post-purchase messaging

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  • 1. Power-Packing YourPost-Purchase Programs

2. Order Data & Email Marketing Complex Resource Drain Technically Challenging Inflexible Lack of knowledge Wheres the data? Who owns my order and ship notifications?51% of marketers believe sharing customerdata within their own organization is abarrier to effectively measure ROINYAMA / IAB: Marketing ROI in the Era of Big Data 3. Order Data & Email Marketing Streamlined applications Marketers in control Accessible Intuitive43% of marketers invested intriggered messages in 2012Bronto Software: Loading the Sleigh: Marketers Plans & Expectations for the Holiday Season 4. Gas Pump Banking Travel GroceriesSelf ServiceFull ServiceSelf ServiceFull ServiceSelf ServiceFull ServiceSelf ServiceFull Service 5. @OnlineIn-Store 6. Destroy the Robot 7. Power-Packing Post-Purchase Programs 8. The MissionThe AttackKeeping the Peace 9. Your Mission[ ] Collect data that will enhancethe customers experience whileincreasing sales.[ ] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data. 10. Understanding Consumer BehaviorGadget Human Machine 11. ConversionCross-SellsUpsellsShippingConfirmationsPoint-of-SalesLoyaltyAbandonedCartQR CodesFacebookContestsTwitterPromotionsWelcome SeriesNear-Customer Experience 12. 20%Will not use multiple devices80%Will use multiple devicessimultaneouslyGoogle / Ipsos OTX: Pre-Holiday 2012 Consumer IntentionsDevice Deluge 13. 55%6%8%20%20%Will not use multiple devicesGoogle / Ipsos OTX: Pre-Holiday 2012 Consumer IntentionsDevice Deluge 14. Why Where is as important as WhatHarris Interactive: The Harris Poll23% of smartphone users regularlypurchase from their device Optimization = Great Customization = Even Better 15. 45%45%34%32%16%4%Save bookmarks, shopping cart, etcSend an email/link to myselfDirectly navigate to destinationConduct a search on the other deviceSync to an online serviceOtherGoogle / Ipsos OTX: Pre-Holiday 2012 Consumer Intentions 85% will shop on one device and finish on another Top 2: Save & ShareLane Changers 16. Balancing the BarriersBronto Software: From Abandon to Conversion 1 page minimum 5.6 average pages from cart to conversion 9 maxData collection is essential for youand is annoying for your customer...... 17. Balancing the Barriers1 2 3 4 5 6 7 8 9 1010% 28% 39% 13% 8% 1% 0% 0% 0% 1%Number of Pages from Carting to Submitting OrderBronto Software & RSR Research: Harnessing the Power: How Retailers Collect and Use Purchase-Related DataData collection is essential for youand is annoying for your customer...... 18. 7 Steps Out of the Cart Click password reminder link Enter email or ID info Wait for the email Click link Create new password Log in Go back to cart 19. When does abandonment really occur? Step abandonment concept back in the purchase funnelNear-Customer Experience 20. Order Data & Email MarketingBronto Software & RSR Research: Spring 201353%29%12%6%YesNo - We cannot collect this dataNo - We can collect this data but do not:will not increase salesNo - We can collect this data but do not:too complex or time-consumingDo you collect product-level sitebrowsing data that can beassociated to a specific subscriber?Harnessing the Power: How Retailers Collect and Use Purchase-Related Data 21. Show related products Top sellers within category Customer Reviews Customer Service information andSL: Thanks for Your Interest In: French MarketDinnerware CollectionBrowser Abandonment Reminders 22. Limit repeat qualifiers!Browser Abandonment Reminders 23. Why What is as important as WhereMust HavesName Ship/Bill AddressesPayment Info etc 24. Why What is as important as WherePower PackersExplicit Email Opt-in Newsletter OptionsCategory Interest Birthday34% of retailers do not collectopt-in during checkoutBronto Software & RSR Research: Spring 2013 25. Why What is as important as WhereAvoidInterstitials Leaving the pathRepetitive Entry Complicating Simplicity 26. Expand Your ViewPower:Conversions An order that isassociated with an emaildeliveryConversions 27. Expand Your ViewPower:Conversions An order that isassociated with an emaildeliverySuper Power:Orders Any tracked purchaseConversionsOrders 28. Product-Related DataBack-End DataOrder ID Order DateCampaign ID Buyer DataProduct Info:-SKU-Name-Category-Description-Image-URL-Quantity-Price 29. The MissionThe AttackKeeping the Peace 30. Your Mission[] Collect data that will enhancethe customers experience whileincreasing sales.[ ] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data. 31. Near-Customer: Post-PurchaseAnxiousExcitedFrustratedBoredConfusedDisconnectedAmbivalent 32. Near-Customer: Post-Purchase 33. Order Confirmation Emails 34. Order Confirmation Emails 35. Order Confirmation EmailsData DissectionCustomer Service touchstoneShipping Corrections / CostsCustomer AssuranceCustomer AssuranceEncouraging Loyalty 36. Order Confirmation EmailsData DissectionSets expectationsAdditional ServicesCustomer Service AwarenessCustomer Service Options66% of consumers believe accessiblecustomer service contact information is themost important customer service featureeMarketer: US Commerce Roundup 37. Order Confirmation EmailsConsider Similar ProductsConsider Related ProductsBronto Software & RSR Research: Spring 201353% of retailers do not include additional offersin order and shipping confirmation emails 38. The MissionThe AttackKeeping the Peace 39. Making it Last 40. Your Mission[] Collect data that will enhancethe customers experience whileincreasing sales.[] Speak to consumer when, whereand how they want to be spoken to.[ ] Actually use that data. 41. 32% 34% 34%Yes Only purchase data from email campaignsYes Both purchase data associated to an email campaign andpurchase data from orders not associated to an email campaignNo I am not able to use this dataAre you able to leverage purchase-related data in email messages?Finding the Right Mixture: Data Usage 42. Post-Purchase SeriesBronto Software & RSR Research: Spring 2013 76% of retailers do not customize campaigns to purchasers beyondorder and shipping confirmation emails 43. Post-Purchase SeriesEmail Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 9016% YoY revenue increase33% of total email revenueshop.org & Forrester: The State of Online Retailing 27% of subscribers are repeat customers 41% of sales generated from repeat customers 44. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90TransactionalPost-Purchase Series 45. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServiceTransactionalPost-Purchase Series 46. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServicePromotionalTransactionalPost-Purchase Series 47. Email Day of SendOrder Confirmation 1Welcome (No Coupon) 1Shipping Confirmation 3Manage Preferences 4Social Introduction 7Customer Service Options 10Satisfaction Survey 14Tips & Tricks 21Review Request 25Next Purchase Coupon 32Remail Next Purchase Coupon 62Share Your Thoughts 90Customer ServicePromotionalData and ContentTransactionalPost-Purchase Series 48. Post-Purchase Coupon Videos and UpsellPost-Purchase Series 49. Product Demo and Set-UpBack-End DataProduct Info:-SKU-Name-Category-Description-Image-URL-Quantity-Price 50. Product Demo and Set-Up Proactive customer service touch Loyalty builder Upsell potential 51. Tale of Two Recommendation Emails 52. Tale of Two Recommendation EmailsPersonalization MissSimilar vs RelatedBetter Choice? 53. Tale of Two Recommendation Emails 54. Tale of Two Recommendation EmailsProduct name in plain EnglishRelated not duplicatedrecommendationsAdditional items by Brand 55. Product Reviews and Ratings Data vs Design Allow enough time post-receipt(not post-order!)126% Increase in Open Rate2x Increase in CTO 56. Product Reviews and Ratings Closer to product page Current rating gives touchstone 57. Reorder Reminders Based on last order date Determine usage periods Trigger messages before product is fully used Contacts Cosmetics Vitamins / Edibles Guitar Strings 58. Reorder Reminders Started simple Top Sellers Kept it simple 40% Open rate +21% Conversion Rate 59. Lapsed Purchaser0%15%30%45%12 MonthsBronto Software & RSR Research: Spring 2013When is a purchaser considered inactive? 60. Lapsed Purchaser Not reactivation Not just date based Purchaser Reengagement Leverage AOV Purchase category Product color Offer type LTO to drive urgency3x Conversion Rate2x Average Order Value 61. Power-Packing YourPost-Purchase ProgramsQuestions?