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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2

3

4

6

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.

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

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

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”

10

“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

16

“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

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

23

“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


Relevance

Expectations of

Personalization


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


Why Personalization Matters


Enhance The Experience

Consider

the

source

Consider

the

behavior


Subscriber Source


Subscriber Behavior


Subscriber Behavior

Personalized message lift:

• Open Rate: +134%

• Click Rate: +254%

• Conv Rate: +267%

• RPE: +7,980

• 3% of email sends

• +140% in revenue


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


Let Me Ask You

How is

everything?

Want to

buy

something?


Post-Purchase Messaging

• Enhances the customer experience

• Nurtures the customer

• Offers a customer service vehicle

• Engages

• Differentiates your brand


Post-Purchase


Post-Purchase

First Purchase

Subsequent Purchase


Continue Engagement


Real People, Real Stories


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.


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


What’s It Worth?

Clothing/lifestyle brand retailer

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

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



• 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




• RPE: +1,755%

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

sends


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



• RPE: +489%

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

email sends


Post-Purchase Messaging

• Continue the engagement.

• Provide value to purchasers.

• Show an interest in your customers.

• Differentiate your brand.

4848

Thank you!

FitForCommerce | [email protected]

Bronto | bronto.com

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

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