data-driven lifecycle email for ecommerce

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  • Data-Driven Lifecycle Email for eCommerce

    +

    B R O U G H T T O Y O U B Y

  • Mike Arsenault Co-founder, Rejoiner

    mike@rejoiner.com

    P R E S E N T E D B Y

    H O S T E D B Y

    Lauren Smith Content Marketing Manager, Litmus lauren@litmus.com

    +

    mailto:mike@rejoiner.com?subject=

  • Presentation (30-40 Minutes)

    Customer Lifecycle Basics

    Scoring Your Customers

    Real World Examples

    Measuring Success

    Q&A (10-15 Minutes)

    Logistics

    #DataDrivenEmail

  • Customer Lifecycle Marketing

    #DataDrivenEmail

  • The eCommerce Customer Lifecycle

    New customers

    entering base

    Existing/active customers Customers

    declining in

    shopping activity

    Lapsed

    customers

    From: Gary Hawkins, Customer Intelligence

    #DataDrivenEmail

  • Use customer data to predict the most important and profitable moments to deliver marketing.

    #DataDrivenEmail

  • Customers are always in the process of changing their behavior - either accelerating their relationship

    with a company or terminating it.

    Jim Novo, Drilling Down

    #DataDrivenEmail

  • Opportunity Created by Friction Changes

    New customers entering base Existing/active customers Declining in shopping activity Lapsed customers

    From: Gary Hawkins, Customer Intelligence Quote From: Jim Novo, Drilling Down

    Rising Potential Value (falling Falling Potential Value (rising

    #DataDrivenEmail

    Friction is really about the likelihood a customer will continue to do business with you.

  • 20% of Your Customers Drive 80% of Profits

    Importance of CLM for eCommerce

    The Power-Law Distribution

    Small Number of

    Hyper Performers

    Broad Range of

    Average Performers

    Small Number of

    Lower Performers

    Performance

    Total Number of People

    Josh Bersin, The Myth Of The Bell Curve: Look For The Hyper-Performers

    #DataDrivenEmail

  • Importance of CLM for eCommerce

    Top 1% Spend 30x More Than Average

    #DataDrivenEmail

  • Importance of CLM for eCommerce

    1x Buyer < CAC

    #DataDrivenEmail

  • Measuring Your Customer Lifecycle

    #DataDrivenEmail

  • Recency

    Frequency

    Monetary

    RFM Scoring

    #DataDrivenEmail

  • Recency: Recent purchasers are more likely buy again.

    Frequency: More frequent purchasers are more likely buy again than those who have purchased just once.

    Monetary: Customers who have spent the most in total are more likely to buy again.

    RFM Scoring

    #DataDrivenEmail

  • RFM Customer Scoring Example

    More Resources:Peter S. Fader and Bruce G.S. Hardie, Creating an RFM Summary Using Excelhttp://www.brucehardie.com/notes/022/RFM_summary_in_Excel.pdf Jim Novo, Drilling Down http://www.jimnovo.com

    #DataDrivenEmail

    http://www.brucehardie.com/notes/022/RFM_summary_in_Excel.pdf

  • Identify High Opportunity Customers

    Potential Value

    Cur

    rent

    Val

    ueLow Potential Value, High Current Value Grow These Consumers

    Low Potential Value, Low Current Value Should You Spend Money Here?

    High Potential Value, High Current Value Keep These Consumers

    High Potential Value, Low Current Value Grow These Customers

    Jim Novo, Drilling Down

    #DataDrivenEmail

  • Four Campaigns to Start With

    Cart Abandonment

    First-Purchase

    Welcome Series VIP Customers

    Win Back

    #DataDrivenEmail

  • Identify High Opportunity Customers

    Potential Value

    Cur

    rent

    Val

    ue

    Low Potential Value, High Current Value

    Low Potential Value, Low Current Value

    High Potential Value, High Current Value

    High Potential Value, Low Current Value

    Jim Novo, Drilling Down

    #DataDrivenEmail

    First-Purchase

    Welcome Series

    Cart Abandonment

    VIP CustomersWin Back

  • Cart Abandonment

    Why High Intent, High (R) Recover Lost Revenue Uncover Friction Points Qualitative Feedback

    How Customer Service Opportunity Assume Mobile Consumption Try Humor

    Goal: Convert high purchase intent customers and findout why they abandoned (then fix it)

    #DataDrivenEmail

  • Be brief and tell them why youre emailing them

    Give your customers way to contact you in case

    they have questions or need help purchasing

    Enable customers to complete their purchase

    regardless of where they receive your emails

    by regenerating their cart on click.

    #DataDrivenEmail

  • A bit of urgency doesnt hurt

    Paws, and dont forget to use a

    sense of humor to engage customers

    #DataDrivenEmail

  • Customer service moment!

    #DataDrivenEmail

  • Why Drive 2nd Purchase Ask for Reviews Thank Customers Tell Your Story

    First Purchase Welcome Series

    Goal: Turn one-time purchasers into repeat purchasers

    How Relational - Emphasize

    what makes you different Make customers feel

    confident about buying decision

    Social - Engage on other channels

    #DataDrivenEmail

  • Say thank you

    Show other products to encourage second purchase

    Connect via social channels

    #DataDrivenEmail

  • Tell your story

    Promote social channels

    Emphasize exclusive content shared via social

    #DataDrivenEmail

  • VIP Customers

    Why Upper right-hand corner Take care of VIPs Say thank you, genuine

    appreciation

    How Top 20% Rewards, service, appreciation acknowledgement Doesnt have to be a discount Note from CEO

    Goal: Drive loyalty and make your best customers feel appreciated

    #DataDrivenEmail

  • Feels exclusive

    And reward their loyalty, too

    #DataDrivenEmail

  • Signed by CEO

    Elegant and simple. Reminiscent

    of a very personal note to customer

    #DataDrivenEmail

  • Win Back

    Why Engagement is

    decelerating

    Re-engage customers prior to defection

    How Calculate latency to determine tripwire Break out the offer

    Goal: Nurture customers showing abnormal periods of purchase inactivity

    #DataDrivenEmail

  • Measure Latency

    Distribution of Customer Latency (1st-2nd Purchase)

    Num

    ber o

    f 2nd

    Tra

    nsac

    tions

    Days

    0 100 200 300 400 500

    0

    100

    2

    00

    300

    4

    00

    500

    Day 50

    #DataDrivenEmail

  • Deliver value outside of reminding

    Break out your best offer

    #DataDrivenEmail

  • Get your customers back in stores and online

    #DataDrivenEmail

  • Discount Profitability

    #DataDrivenEmail

  • Hold Out Tests

    #DataDrivenEmail

  • Conclusion

    You dont need big data. Just a spreadsheet!

    RFM and Latency calculations get you to 80%

    Focus on low/high friction lifecycle stages first

    Gut check using hold out groups

    Engagement Profitability

    #DataDrivenEmail

  • Thank You!@rejoinerapp

  • Keep your best customers

    Done-with-you campaigns & lifecycle email software to send cart abandonment, welcome

    series, win back and more.

    rejoiner.com

  • Send your triggered emails with confidence

    Preview your email in 40+ email clients and apps, and verify that links, images, and tracking are

    working as intended.

    Free 14 day trial of Litmus. No credit card required.

    Try Litmus free

    http://litmus.com/coupon/TRIGGEREDEMAILS?utm_campaign=guestwebinar_rejoiner&utm_source=slideshare&utm_medium=socialhttp://litmus.com/coupon/TRIGGEREDEMAILS?utm_campaign=guestwebinar_rejoiner&utm_source=slideshare&utm_medium=socialhttp://litmus.com/coupon/TRIGGEREDEMAILS?utm_campaign=guestwebinar_rejoiner&utm_source=slideshare&utm_medium=socialhttp://litmus.com/coupon/TRIGGEREDEMAILS?utm_campaign=guestwebinar_rejoiner&utm_source=slideshare&utm_medium=social

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