customer lifecycle messaging to drive revenue
DESCRIPTION
Learn tactics and techniques to utilize customer lifecycle messages to drive revenue.TRANSCRIPT
Customer Lifecycle Messaging to Drive Revenue
Kestrel Lemen, Marketing Strategist
@Kestrelbird
You Need to Get
Timely, Targeted
and Relevant
NOW
Automated Lifecycle Marketing
1
Better Engagement
More Money
Better ROI
Today’s Presentation
• Data Needed to Leverage These Messages
• Post-Sign-Up Messages
• Post-Purchase Messages
• Event-Based Messages
• How to Keep Subscribers Engaged
• Takeaways
1
The Key to Set-Up: Data, Data, Data
• Purchase:
‑ RFM‑ Date based data‑ Lifetime value
• Behavioral:
‑ Email behavior‑ Web site behavior
• Demographic/Preferences:
‑ Sign-up‑ Manage preferences
campaign
POST-EMAIL SIGN-UP:NURTURING NEW
SUBSCRIBERS
Welcome Message
Welcome Series
• Introduce
• Paint a Picture
• Be Helpful
• Inspire
• Incentivize
Sample Welcome Series
‑ Message 1: Welcome Message
‑ Message 2: Top 10 Products
‑ Message 3: Manage Your Preferences
‑ Message 4: Social Media Introduction
‑ Message 5: Reminder of Coupon
Coupon Reminder
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Welcome Series Success
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One home goods client’s welcome series = 33% of annual revenue
Welcome Series messages have an average 571% lift in conversion rates over standard messages
A Monsoon/Bronto customer saw ~$50,000 and a 283% lift in RPE
A Monsoon/Bronto customer saw a welcome message perform 20 times better then the average promotional message.
Post-Sign-Up Takeaways
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• Welcome new subscribers.
• Let them know what you have to offer & how your relationship will work. (Set expectations.)
• Educate on your brand, products/services, social media presences, etc.
• Help subscribers find what they need & get started.
• Treat them differently. Think "HONEYMOON!"
POST-PURCHASE:BUILDING LOYAL BUYERS
How-to, Accessories, Product Care
Coupon/Offer
Post-Purchase bounce-back
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One Bronto online retailer customer saw…
211% Increase in Open Rate
45% Increase in Click Rate 343% Increase in CTR 138% Increase in
Conversion Rate
Re-Order/Refill
Post-Purchase Takeaways
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• How can you be helpful? Think product care tips or getting started guides.
• Consider coupons to move single to multi-buyer.
• Do your products have reordering potential?
• Timing is key: Don't send prematurely.
OTHER EVENT-BASED TRIGGERS
Birthday Offer
Birthday Offers
Birthday Success
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Revenue Per Email Sent 17.5X better than regular promotional emails
Conversion rate = 10.1%. • Extrapolated, birthday message = 18% lift
in annual revenue A Monsoon/Bronto customer saw a birthday
triggers bring in 14x the revenue as a regular message
How to Get Birthdays
Reminder Services
Reminder How-To
Anniversary of Purchase Offer/Renewal Notices
Event-Based Takeaways
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• People like to be recognized on their birthdays.
• Incentivize to gather data at sign-up or through update profile campaigns.
• Personalize to grab attention/stand out in the inbox.
• Is there a reminder service you can offer?
• How can you automate some of your standard messaging (messages you send every month)?
PUSHING SUBSCRIBER ENGAGEMENT
Remails
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Subject Line:Check out our biggest clearance event of the year!
Remail Subject Line: Last Chance to save up to 80% off!
Lapsed/Never Purchased Series
Recognized, Reward, Inspire via a loyalty program
Information Gathering
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Make Up or Break Up Campaign
Keeping Subscribers Engaged Takeaways
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• TRY REMAILS!
• Using purchase data can be very powerful.
• Line up a non- or lapsed-purchaser series.
• Cut non-responders loose for list health & clarity.
LAST CONSIDERATIONS
Last Considerations
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• Get the Data from your backend into your emails
• 1-Time Set-up
• Document/List Messages
• Update Creative Yearly
• Measure Results
• Test
