breakthrough email & social strategies of e...

Chris Bolman & Brett Robbins

Breakthrough Email & Social Strategies of E-Commerce Leaders

— Introductions

— What is predictive analytics?

— Three powerful applications of predictive analytics for email

— The need for a system of record for marketing

— Insights from top-performing social posts from top retailers

Today’s Agenda

C H AT T H E M .1 Q U E S T I O N S ?

Advance your email marketing with predictive analytics.

Brett Robbins, Head of Business Development, Custora

W E B I N A R

C H AT T H E M .2 Q U E S T I O N S ?

We’re working with sharp teams. Intro to Custora

Custora is a predictive analytics platform that helps retailers improve customer acquisition and retention.

Teams

Tools

Data

This is our sweet spot

C H AT T H E M .3 Q U E S T I O N S ?

We work with sharp teams.

C H AT T H E M .4 Q U E S T I O N S ?

Starts with Data.

Apply algorithms to large data sets to identify patterns.

Patterns give insight into the probability of future customer behaviors.

Purchase frequency

Predicted spend

Product affinity, etc.

First, predictive analytics. Huh?

C H AT T H E M .5 Q U E S T I O N S ?

Predictive analytics unlocks the value hidden within piles and piles of customer data.

Why it’s awesome.

C H AT T H E M .6 Q U E S T I O N S ?

More data at the Custora E-commerce Pulse custora.com/pulse

Email drove $50B in online transactions in 2013 (and it’s growing in 2014).

Primary driver of online shopping, along with search.

Email looks good.

C H AT T H E M .7 Q U E S T I O N S ?

Check all of the following that apply to your email marketing programs:

1. We have a “welcome” email campaign (or series) to new members or customers.

2. We segment our customer base and send different emails to different segments.

3. We A/B test every email subject line against “Best New Cat Video.”

4. We send win-back campaigns to churning customers.

5. Predictive analytics informs the strategy and tactics of our email programs.

Respond to enter the raffle for a $50 Amazon Gift Card + 1 Hour Email Marketing Diagnostic Session from Custora

Survey: Your email marketing

C H AT T H E M .8 Q U E S T I O N S ?

GrowthActivation Retention

This is not Email 101.

C H AT T H E M .9 Q U E S T I O N S ?

GrowthActivation Retention

Member to customer activation

Predictive email segmentation

Email win-back campaigns

Email with predictive analytics.

Sole SocietyActivation

C H AT T H E M .1 1 Q U E S T I O N S ?

Sole Society, back then...

“One-size-fits-all” activation campaigns.

Same content to everyone.

Every new member

“Member” to customer activation.

C H AT T H E M .1 2 Q U E S T I O N S ?

1. Segment by predicted conversion likelihood.

Tailored customer activation.

H i g h

M e d i u m

L o w

P R E D I C T E D C O N V E R S I O N

C H AT T H E M .1 3 Q U E S T I O N S ?

1. Segment by predicted conversion likelihood.

2. Test different messages.

Tailored customer activation.

Free Shipping

1 5 %

H i g hC a t

V i d e o

M e d i u m

L o w

P R E D I C T E D C O N V E R S I O N

M E S S A G E

?

?

?

C H AT T H E M .1 4 Q U E S T I O N S ?

1. Segment by predicted conversion likelihood.

2. Test different messages.

3. Automate what works.Free

Shipping

1 5 %

H i g hC a t

V i d e o

M e d i u m

L o w

P R E D I C T E D C O N V E R S I O N

M E S S A G E

Tailored customer activation.

C H AT T H E M .1 5 Q U E S T I O N S ?

Tailored activation campaigns.

Almost doubled activation rate.

3.5% revenue increase.

Results: Sole Society

Guess?Growth

C H AT T H E M .1 7 Q U E S T I O N S ?

Guess?, last year...

“Batch and Blast,” no segmentation.

Time consuming persona analysis based on past purchases.

Growing customer engagement.

Every Customer

C H AT T H E M .1 8 Q U E S T I O N S ?

Guess? now: Identifying “personas” to deliver more personalized emails.

Growing customer engagement.

C H AT T H E M .1 9 Q U E S T I O N S ?

Predictive affinity campaigns, stronger segmentation.

Results: Guess?

Nasty GalRetention

C H AT T H E M .2 1 Q U E S T I O N S ?

Nasty Gal, before...

One time-based rule to determine an “at risk” customer.

Winning back “at risk” customers.

C H AT T H E M .2 2 Q U E S T I O N S ?

?

?

Find customers “at risk” to churn.

90 Days

20 Days

C H AT T H E M .2 3 Q U E S T I O N S ?

Find customers “at risk” to churn.

?

?

90 Days

20 Days

C H AT T H E M .24 Q U E S T I O N S ?

Predictive churn detection, automated campaigns.

17% increase in customer re-activation

11% revenue lift

Results: Nasty Gal

C H AT T H E M .2 5 Q U E S T I O N S ?

Churn reach out at the right time

to save customers

CLV Optimize ad spend for long-term high value

customers

Which devices Right items on the right devices

to increase conversion

How often Reduce unsubscribes and

increase conversions

When to send things Optimize communications

to increase orders

What to send Personalize communications

in email, display, social

We’re working with sharp teams. Big picture w/ predictive analytics

C H AT T H E M .2 6 Q U E S T I O N S ?

Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics

Custora E-commerce Pulse

Mobile E-commerce Report 2014

Add’l educational resources

Percolate is the system of record for marketing

Our Clients are the Largest and Fastest-Growing Brands in the World

We Sit at the Center of Your Marketing Infrastructure

CREATION DISTRIBUTION

BRAND

AGENCY

Survey: What Channels Are You On?

Social Analysis of Retail Leaders: Our Approach

A DEEP DIVE

1) Collect the Data

2) Compare Winning and Average Posts

VS

3) Study What Works

NOT A BLUEPRINT

Social Analysis of Retail Leaders: The Results

MACY’S

If You Throw a Concert, Don’t Be ShyIf you throw an exciting live event, don’t be shy. Macy’s put out many tweets on Before You Exit’s concert and several were top of the list.

Highlight Individual ProductsMacy’s stocks tens of thousands of items but when they tweet, they focus on specific items at a time.

Vagueness Doesn’t InspireWhen Macy’s shared collections without a lot of detail or a special hook, they could fall a little flat.

HARRY’S

Top Down7 of the best-performing posts had top down photos. None of the bottom posts did.

!

Ask QuestionsThis post not only had many likes but also had one of the highest numbers of comments

Show Off YOUR ProductSuccessful posts showed off the product it its entirety, in good lighting and strong backgrounds.

Not Other People’sEven with a question attached to a giveaway, this post was not a strong performer.

Intriguing PortraitsThe most successful posts included photos of men doing intriguing things in intriguing settings.

Keep it AspirationalThis portrait, showcasing a more mundane experience, performed worse than the previous one.

Brands navy for emphasis.ONE KING’S LANE

Patterns Get PinnedSeveral popular pins showcased interesting patterns.

Avoid Items Without ContextThese less successful pins showcased products in a limited fashion, without other props or background to set the tone.

Teach Us Something UsefulThis successful pin showcases three different types of knife and the kind of foods they are most effective with.

Inspire People to Take on ProjectsNo doubt many Pinners were inspired by this image that showed how you could add an interesting pattern to a room. Nice DIY project.

Brands navy for emphasis.SHINOLA

Embrace the RetweetNot every brand is comfortable with retweets, but Shinola embraces them and its a great way to boost reach for your brand’s praise.

Act Local, Think GlobalShinola is a brand that’s proud to be from Detroit, but its fans are global. It’s natural that some of their local events may get less engagement.

Leverage Celebrity AppealBack in April, celebrity chef Mario Batali shared his love of Shinola on Twitter and the brand responded.

Leverage Celebrity AppealLater on in September, they were able to get him to RT to 665k followers when they celebrated his birthday.

New Products Need to Build Their Own BrandShinola is perhaps best known for their amazing watches, and their other products (bikes, bags, apparel, etc) are still gaining recognition. As they grow awareness for these other products, their engagement on social will likely improve.

Brands navy for emphasis.BARKBOX

Cuteness FirstObvious, but worth pointing out.

Not ScaryPosts that showed dogs looking menacing or with bared teeth did poorly.

Inspire UGCGive people an opportunity to jump in with their own stories.

Real DogsPosts that featured stuffed animals or dog shaped things did not perform as well.

Spark RighteousnessBarkbox owners hate to see dogs be treated poorly and this story sparked strong engagement and sharing.

Percolate is the system of record for marketing