Customer Lifecycle Messaging to Drive Revenue

Customer Lifecycle Messaging to Drive Revenue

Kestrel Lemen, Marketing Strategist

@Kestrelbird

Kestrel.Lemen@bronto.com

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

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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

Questions?

Kestrel Lemen, Marketing Strategist

@Kestrelbird

Kestrel.Lemen@bronto.com