5 powerful purchase data points to propel your email program
DESCRIPTION
Data is valuable, but do you know the 5 most important data points in a customer lifecycle? Kristen Gregory, Director of Strategic Services, presents the most valuable data points that you can use to drive revenue.TRANSCRIPT
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5 Powerful Purchase Data Points to Propel Your Email Program
Kristen Gregory, Director of Marketing Services @kristengreg
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Our Contest
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5 Powerful Purchase Data Points to Propel Your Email Program
Kristen Gregory, Director of Marketing Services @kristengreg
![Page 5: 5 Powerful Purchase Data Points to Propel Your Email Program](https://reader035.vdocuments.site/reader035/viewer/2022062704/5558196ed8b42a5e468b4bd7/html5/thumbnails/5.jpg)
Why RFM-Based Messaging?
• Better Engagement• More Money• Higher ROI
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1. Last Purchase Date
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Coupon/Offer
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How-to, Accessories, Product Care
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Product Review
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Automating review requests increased Roku’s annual review volume from 1,000 one year to 40,000 the next.
Product Review Success
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Re-Order/Refill
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Refer-a-Friend
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Refer-a-Friend Success
Automating refer-a-friend requests led to:
‑ 12x boost in referral sign-ups
‑ 600% increase in direct sales
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Lapsed/Never Purchased Series
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1
• How can you be helpful? Think product care tips or getting started guides.
• Ask for reviews, use them to sell & build reputation.
• Consider coupons to move single to multi-buyer.
• Do your products have reordering potential?
• Spread the word by automating refer-a-friend messaging post-purchase.
• Automate touchpoints with lapsed customers.
• Timing is key: Don't send prematurely.
Last Purchase Date Takeaways
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2. # of Purchases Made by a Contact
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3. Lifetime Value or Total Purchase Amount
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Recognized, Reward, Inspire via a loyalty program
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4. Average Order Value or Last Purchase Amount
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5. Dominant Product Category Purchased
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Use Dynamic Content to Adjust Offers/Images/Products
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1
• Get the Data
• Use RFM data to treat non-purchasers, single buyers and top customers differently.
• Document/List Triggered Messages
• Update Creative Yearly
• Crawl, Walk, Run
• Measure Results
• Test
Overall Takeaways
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Thank YouKristen Gregory,Director of Marketing Services at Bronto Software
[email protected]@kristengreg
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