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Engaging Buyers: 10 Revenue Driving Email ProgramsSkip Fidura – dotmailer Doug Taylor - Slendertone
Automation Along the “Customer Journey”
Early Dormancy
Welcomeprogram
Introductory offers
Feedback
Newsletter
Order Conf. Cross Sell / Up Sell
Birthday / Anniversary
Loyalty Offers
Re-Activate
Welcome BackEvent invites
Lost
Abandoned cart
There’s Change Ahead…Not Really
• It’s listening.
• It’s being human.
• It’s what the best firmsdo naturally.
How to be human?• Treat people differently• Tailor the journey/experience• Use their past behaviour • Unique offers• Consider your persona • Look for opportunities to bring personality
Success Looks Different Now
Solus Segmentation Automation
Solus Emails Automation
ROI and email volume both riseas automation increases
3 x ROI 7 x ROI
TYPICAL SEND VOLUME
(Re)-devising a strategy that works for you
10 revenue driving email programs
10 revenue driving email
programs
Account creation or welcome
Email1:- what’s new- Online and offline
content- Push to purchase
Email3:- An offer- Educational content
Email2: Relationship building content
Account creation or welcome Email4:- Reassuring tone- Easy. Secure.- Helpful guides- Clear CTA ‘start’
Account creation or welcome
Emails 5 & 6:- First offer code- Urgency- Tone – ‘don’t miss out’ - Stronger CTA ‘shop
now’
Birthday
SCENARIO:The customer signs up to Paperchase ‘Treat Me’ loyalty scheme in store and get the loyalty card. She registers it –handing over data.
SOLUTION:On the day of her birthday, Paperchasesend a birthday message and top the loyalty card up with £5.
Abandon Browse
SCENARIO:Customer looks at a dress online but doesn’t buy.
SOLUTION:Abandoned Browse email promoting the item and associated items.
Abandoned Basket
Checklist• Make sure email is mobile
optimized• Include customer service
details• Use product
recommendations• Test timings
29%
Sales recaptured
TransactionalSCENARIOCustomer orders the item and it gets delivered to a local store.
SOLUTIONThe customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.
14% Promo code sent during order confirmation
Reviews
SCENARIOA customer signs up to receive This Works emails but hasn’t made a purchase yet.
SOLUTIONPromotional email sent to subscribers about a new range includes dynamic reviews
Cross-sell/up sell
SCENARIOYour customer receives a product based email based on previous purchase – the brand recognizes them as a person NOT a customer
SOLUTIONA regular promotional email becomes more personalized by pulling in recommendations based on browse/purchase history
RemindersSCENARIOYour customer receives a product based email – they see these regularly but this one acknowledges that the brand they follow knows their preferences
SOLUTIONA regular promotional email becomes more personalized by pulling in recommendations based on browse/purchase history
Slendertone Connects with customers
SlendertoneConnects
with customers
Slendertone Connects with customers
The Challenge
• Listen to the needs and motivations of a diverse global user base
• Encouraging users to keep going and reach their goals
• Re-engaging inactive subscribers
The Challenge
• Listen to the needs and motivations of a diverse global user base
• Encouraging users to keep going and reach their goals
• Re-engaging inactive subscribers
The Solution
Answers lie in our data:• Location• Motivation• Usage frequency• Inactivity reasons
The Solution
Answers lie in our data:• Location• Motivation• Usage frequency• Inactivity reasons
The Solution
Re-engagement
Replenishment
• Using the toning session data• Replenishment every 6 weeks or
30 uses• Reminder email series• 10% discount for those
purchasing through email
Next steps
1. Working back through the 10 – reviews are next
2. Nurture to answer 3 common questions early in lifecycle
3. Focus on targeting those who download the app but not used the belt yet
Let’s talk more…
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