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We all sign up with Bronto, committed to driving as much revenue as we can through our marketing efforts. And whether you have just become a customer or have been one for years, there are always new things to learn and new ways to maximize your ROI. Follow the journey of Reeds' Jewelers as we share our secrets to success for high conversions, greater customer retention and more money!
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Putting It All Together
A Retailer's Perspective on Maximizing Revenue through Bronto
What can Bronto do for you?
What can Bronto do for you?
Targeted Emails
Life Style Marketing
Re-engagement
Leverage CRM Data
Increase Engagement
Individualized Service
Life Cycle Marketing
Use Social Media
Grow Your Email List
Increase Engagement
Healthier Email List
Tip #1: Have a Plan
A Goal and A Plan • Decide what you want to accomplish with
Email. • Prioritize Goals. • Create measurable Metrics. • Create a plan. • Execute the plan. • Evaluate the results. • Repeat or Move on.
How to shorten the Learning Curve
Get a Partner
• Account Rep and/or Marketing Strategist • You don’t know what you don’t know • Make them a part of goal setting and your
action plan process.
Ask Good Questions
Chase the low hanging fruit.
My favorite question: “What are the best practices that the successful companies are using in this area that we can execute easily?”
Tip #2
• Use the resources you are paying for, ask for their advise, use their expertise, use the learning tools.
Want to be Social
Goal to monetize our Facebook
• We were doing two contest per week • Offered Coupons • Offered customer the ability to sign up for our
emails.
Want to be Social
This is what we were told by our Marketing Strategist
• There are tabs (contest & coupons) that offer an email sign up.
• Coupons page is not clear on permission. • Bronto web forms need to be used and
subscribers need to go onto their own list so we can monitor performance separately.
Want to be Social
We did what we were told by our Marketing Strategist
• New Subscription Form. • Clarified the Features and Benefits • Set up Welcome Emails (w/coupons) • Set up Segments/Lists
Payoff
• Oct 2010 – 2,388 Fans • Nov 2011 – 50,193 Fans • 21,149 new unique Email addresses • Generated 56K in revenue from Nov 2011-Feb
2012.
Tip #3
• When they give you a solution to a problem you need to solve. Get the project completed.
(Asking for advice is not the same as taking advice)
I want more names
• Optimized Sign up • This was put on the list by our Marketing Strategist. • She claimed that we would experience a
dramatic increase in email acquisition if…
I want more names
• Optimized Sign up project started March 2011 • Completed ½ the project moving sign up to the
top of the page July 2011
Payoff
First change resulted in a lift of 50% in new unique email addresses. Result consistent over the next 6 months.
No time/No Resources/No Expertise
Re-Engagement Campaign • Clean our List • Improve deliverability • Retain standing with ISP • Win Back Customers
No time/No Resources/No Expertise
Sprint:
• Starting Point 75% of our list was unengaged: had
not opened any of the last 20 emails.
Payoff
• Recovered 24.87% of non-engaged • Reduction in email costs of sends of 56%. • Sales from emails generated sufficient revenue
to fund cost of the sprint and campaign.
Bigger Payoff
• Starting Point 59% of list was unengaged. • Recovered 51% • Increased Revenue over previous Campaign • Reduced Email Costs 29% • Owned Knowledge/Skill Sets
Tip #4
• Leverage their expertise and knowledge to develop your internal assets.
This is what it comes down to
• How you maintain your list • How you build your email list. • How use your email List.
Summary
1. Listen to your Marketing Strategist, or Account Representative and leverage their knowledge.
– Sometimes it is more effective and efficient to buy knowledge and assets.
– Always be improving something.
– Optimizing emails is a journey not a project.
Questions ?
