boost roi with relevancy – real lifecycle marketing tactics that drive revenue
Post on 16-Apr-2017
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Boost ROI with Relevancy Real Lifecycle Marketing Tactics that Drive Revenue
Drive revenue through lifecycle marketing 1
Bronto SoftwareEmail MarketingPlatform1,000+ClientsRetail/CommerceFocusOffices inU.S. (NC)and LondonSoftware-as-a-Service
Who is Bronto Software? Bronto offers email and social marketing tools designed to drive revenue for retailers. As a leader in the commerce space, we are the preferred vendor for many Daily Deal companies.
I work with Daily Deal companies everyday to help them boos their revenue, and improve the relationships they have with their contacts through proven strategies. Today Im going to show you messages that can perform 100, 300, 700% better then your average daily blast.
I know this because Im on the phone all day everyday seeing these results while working with clients to improve their email programs and drive revenue
At the end of this presentation you will have 7 proven lifecycle messages that you can take home and utilize for your program
Automated Lifecycle Marketing
You Need to Get Timely, Targeted and Relevant NOW
Get timely, targeted and relevant is essential for daily deal sites.
Think about the state of the email space today for Daily Deals?
Your contacts are waking up to Overcrowded inboxes, This means you only have seconds to grab attention
The landscape has changed even further with the recent introduction of intelligent inboxes. Yahoo, Hotmail and Gmail and many more are all getting smarter and filtering more messages.
WHAT DOES THIS MEAN FOR YOU? Messages that are opened and clicked, responded to, those are the ones that are seen as important and prioritized while others either end up in the spam folder.
Triggered Lifecycle messages get contacts to OPEN, this will improve your deliverability as a daily deal company and your bottom line
Why Do Lifecycle messages get opened? Because you are emailing people in very targeted ways depending on where they are in their lifecycle with you are they just signed up on the website? have they just purchased a deal? are they older and not interacting anymore?
What does targeted messages really mean for a daily deal site? They are different then your daily blast and they stand out to your audience! They are incremental revenue coming in all day every day, with out you doing a darn thing. That means more TIME for you and more MONEY for your company.3
4Youve mastered all of these? Fine then, Ive got some advanced lifecycle messages to go through as well
At the end of the day these messages are proven to bring in revenue and develop better relationships with your contacts by showing them you have more value then just a daily deal.
Lifecycle EssentialsNurturing New Subscribers
Lets talk about some of the lowest hanging fruit that everyone here can use to drive revenue and Boost ROI with Lifecycle Marketing
Ill admit that there at least 5 PROVEN messages that I utilize with my clients everyday. Today weve got time for the top 3 essential messages
I am going to talk about offering incentives to your contacts, and for daily deals this can mean a few different things, you can give $ towards their next purchase, or you can loop it into your existing rewards program. Ive seen it done either way. Lets dive in
Audience questions:Who sends a welcome message?Who puts an incentive in their welcome message?
This is the Getting to know you phaseThis is your first chance to make a strong impression, to show why your messages are worth opening. This is especially important for the daily deal company because as I mentioned before you are up against an over crowed inbox and starting off on the right foot is key
Here are 4 things you must have in a welcome message: FIRST >>Introduce your self and Paint a picture - this is for simple brand recognition, time to stand out and show your value Let the contact know what they can look forward tooSECOND >> BE HELPFUL Address typical pain points, like customer service or managing preferences
THIRD>> Inspire Give them some EYE CANDY. Can you populate todays Deal? Perfect
FORTH>>Incentivize You can incentivize many different ways, you can do a straight $ or % off the first purchase, or you can let them know about your rewards program and how your program incentivizes as a whole.
Offering an incentive in a welcome message typically sees drastically higher open and conversion rates. Through the course of the year Ive seen a welcome message alone pay for a clients Bronto account 3x over.
Heres a pro tip for the welcome message:Pitch your social community, if social is something your company does well, then say it loud and proud. Contacts that connect through multiple channels have a higher chance of converting.
8I mentioned before the importance of gathering customer data:How many of you are asking for birthday? Are you asking for gender?
Birthday coupons are a GREAT way to drive additional revenue all year long. Seeing open rates from 30% - 80% with our clients for these kinds of messages, illustrating high levels of interest/engagement.
If you think about it, it makes total since as a must have life cycle message, Who makes a splurge purchase on their b-day? Whether its a new outfit, nice dinner, or massage I always do those are all deals YOU sell So why wouldnt you send them a special message?
your sending a targeted message to someone at a time when they are likely to buy something for themselves. Again offering some kind of incentive will improve conversion and open rates.
PersonalizationIncentivize or Remind
Pro tip: Use personalization like first name to gain attention in the subject line. You can use gender info to further customize the message.
Ask for birthday in the welcome message, on the site or run an Update your Info campaign to get this information. It pays off!
If you can incentivize great! If not, just remind them its time to spend money on themselves!
Ive got a few other messages like the birthday messages, I dont have time to go into them now but feel free to come by the booth and Ill talk with you about it one on one (anniversary) 9
Post Purchase CouponPurchase
Get them itching to purchase again with a post-purchase coupon/special offer.
You are top of mind, they just purchased! Plant the seed for the next conversion:
Sense of urgencyIdeas for the next purchase
3 things to remember with a post purchase coupon
1) The term coupon can be loosely used here, if you cant incentivize then simply thank them and loop in your rewards program 2) Use a deadline to create sense of urgency if there is a coupon offered 3) Remind them of all the great deals they could buy
Retarget those who dont convert from this post purchase message reminding them that their coupon expires soon.All of these messages can be quickly and easily set up as automated triggers helping youBoost ROI with Lifecycle Marketing
You can set up the rule so that these coupons only go out on the first purchase 11
Audience question:How many of you can see how many contacts havent opened the past 100 or 250 messages? Do you know what % of your total list that is?
Story: Ive had clients whos jaws have literally dropped when they saw how many contacts were not opening their messages
What is 50% of your list is costing you if they dont open? 75% of your list? How much does it cost to send to those who dont open your messages every day?This can drastically effect your deliverability
For the daily deal industry its vital that you monitor this group.
Lapsed or Non-Purchaser Series
Triggered after no response
For those lapsed purchasers or prospects send them a series of minor incentives THIS WILL improve your chances of them converting. And the deals could get better and better over time in an effort to get them to purchase.
If you try all these lifecycle messages and nothing is getting your subscribers to interact, it's time for the re-engagement series and to seriously consider if they are just dead weight thats hurting your email program.
More engaged contacts means better deliverability which our friends at Return Path will dive deeper into
3 steps to follow:
Target choose an amount of time and unopened messages you think justifies a un-engaged contact. For every client this is a little different, but typically for the daily deal clients its going to be a longer period of time with more unopened messages before the red flag goes up.
Message message this group with a deep discount, and remind them of your value. This could be one message this could be a series of messages, you may even consider lowering their frequency during this time so that you are assured they focus on being re-engaged.
Evaluate - after sending out your re-engagement message or series, evaluate the contacts. Have a heart to heart with yourself about what their real ROI is. Is it worth it to continue sending to them or could you spend that money on gathering new contacts?
Understanding this process is essential for a daily deal company
Targeted message to Inactives
Engage with your contacts with a re-engagement series and Have more engaged contacts. Thus seeing higher ROI from th