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Improving Customer Experience to Retain Your Customers November 20, 2014

Leveraging Customer Experience to Retain and Re-Engage Customers

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Improving Customer Experience to Retain Your

Customers

November 20, 2014

Speakers

Ashley Fortman Marketing Consultant

Salesforce Marketing Cloud

@afortmanmc

Jim Eup Principal Product Marketing Manager

Salesforce Marketing Cloud

@JimEup

Power the Customer Journey Text “JOURNEY” to 56237

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Cost of the Customer: 7 Ways to Personalize Your Customer Experience

Retain Webinar Recap

1.  Integrate Data Silos 2.  Build Cohesive Profiles 3.  Predict Content 4.  Maximize relevancy 5.  Expand email opportunity 6.  Bridge the gap between channels 7.  Nurture real-time relationships

Today’s Topics

Why focus on Retention?

Best Practices to Ensure Success

Marketing Cloud Tools for You

CMO Report | Bridging the Digital Divide

Metrics for Success

Positive Engagement: •  Opens •  Clicks •  Shares

Deliverability

Negative Engagement: •  Ignore •  Delete •  Unsubscribes •  Complaints

Client Success

Results: ü  Decreased total delivered by 10% ü  Increased opens and clicks by 40% ü  Increased delivery rate before going into the busy

Holiday season

+40%

Today’s Topics

Why focus on Retention?

Best Practices to Ensure Success

Marketing Cloud Tools for You

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Always be testing

Retention Best Practices

Subscribers, Fans & Followers

Preferences Please

What subscribers do is more important than what they say

– Chad White, Email Marketing Rules

Client Success

Scripted

Generate advanced content with AMPScript, or

scrape existing site content with HTTPGet"

"

Live Offer

Choose which offers or coupon subscribers see at

the time of email open."

Dynamic

Create unique content for each subscriber one time,

for multiple messages."

Predictive

Present recommended content based on

subscriber behavior"

Keep Content Relevant with Marketing Cloud Tools

Standard Marketing Cloud Tool: Dynamic Content

Advanced Marketing Cloud Tool: Predictive Personalized Recommendations

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Test, test, test

Retention Best Practices

Last Open/Click < 30

31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365

Sub

scrib

ers

Days

Subscriber Engagement Cliff

Active Declining

Results will vary: Use your subscriber data to identify the engagement cliff for your customers

Standard Marketing Cloud Tool: Subscriber Activity Report

Advanced Marketing Cloud Tool: Audience Builder

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Always be testing

Retention Best Practices

Last Open/Click < 30

31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365

Sub

scrib

ers

Days

Early Activation Reengage Sunset

Set goals relevant to your business

Early Activation

Reengagement

Sunset

Standard Marketing Cloud Tool: Tracking Details

54392 Marketing Email Check out the latest deals 11/11/2014 8:00AM

All Subscribers

Advanced Marketing Cloud Tool: Journey Builder Goals

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Always be testing

Retention Best Practices

2014 Mobile Behavior Report

Mobile Matters

91%Accessing email69%

Text messaging

Searching on the internet

Social networking

Watching videos or movies

While watching TV

Getting news alerts

Playing games

Listening to music

Reading

Getting directions

Using tablet while using smartphone

90%23%

76%70%

75%64%

30%40%

70%65%

62%52%

57%58%

46%36%

43%57%

24%14%

41%

Smartphone (N = 470)

Tablet (N = 341)

Mobile First Design

Standard Marketing Cloud Tools: Mobile Optimization

Preview Preview email across devices

Templates Built exclusively

for mobile

Reporting See which devices

customers use to read email

Pre-header Optimize message

summaries in the inbox

Advanced Marketing Cloud Tool: Cross-channel Journey

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Always be testing

Retention Best Practices

Always Be Testing

ü  Start with a small subset of subscribers ü  Subject lines, including urgency and personalization ü  Single message or a series of messages ü  Offers & incentives ü  Landing pages

Standard Marketing Cloud Tool: A/B Testing

Reengagement Email

120 Day Unengaged Subscribers

Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing

Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing

1.  Maximize relevancy 2.  Identify the engagement cliff 3.  Define your goals 4.  Think cross-channel 5.  Always be testing

Retention Best Practices

Questions?

Power the Customer Journey Text “JOURNEY” to 56237

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Webinar Series Recap & Strategic Planning for 2015

December 4th

Power the Customer Journey

Text “JOURNEY” to 56237 Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/