Engaging Buyers: 10 Revenue Driving Email ProgramsSkip Fidura – dotmailer Doug Taylor - Slendertone

Automation Along the “Customer Journey”

Early Dormancy

Welcomeprogram

Introductory offers

Feedback

Newsletter

Order Conf. Cross Sell / Up Sell

Birthday / Anniversary

Loyalty Offers

Re-Activate

Welcome BackEvent invites

Lost

Abandoned cart

There’s Change Ahead…Not Really

• It’s listening.

• It’s being human.

• It’s what the best firmsdo naturally.

How to be human?• Treat people differently• Tailor the journey/experience• Use their past behaviour • Unique offers• Consider your persona • Look for opportunities to bring personality

Success Looks Different Now

Solus Segmentation Automation

Solus Emails Automation

ROI and email volume both riseas automation increases

3 x ROI 7 x ROI

TYPICAL SEND VOLUME

(Re)-devising a strategy that works for you

10 revenue driving email programs

10 revenue driving email

programs

Account creation or welcome

Email1:- what’s new- Online and offline

content- Push to purchase

Email3:- An offer- Educational content

Email2: Relationship building content

Account creation or welcome Email4:- Reassuring tone- Easy. Secure.- Helpful guides- Clear CTA ‘start’

Account creation or welcome

Emails 5 & 6:- First offer code- Urgency- Tone – ‘don’t miss out’ - Stronger CTA ‘shop

now’

Birthday

SCENARIO:The customer signs up to Paperchase ‘Treat Me’ loyalty scheme in store and get the loyalty card. She registers it –handing over data.

SOLUTION:On the day of her birthday, Paperchasesend a birthday message and top the loyalty card up with £5.

Abandon Browse

SCENARIO:Customer looks at a dress online but doesn’t buy.

SOLUTION:Abandoned Browse email promoting the item and associated items.

Abandoned Basket

Checklist• Make sure email is mobile

optimized• Include customer service

details• Use product

recommendations• Test timings

29%

Sales recaptured

TransactionalSCENARIOCustomer orders the item and it gets delivered to a local store.

SOLUTIONThe customer gets a confirmation email of the delivery. And also a SMS notification when it’s been delivered to the store.

14% Promo code sent during order confirmation

Reviews

SCENARIOA customer signs up to receive This Works emails but hasn’t made a purchase yet.

SOLUTIONPromotional email sent to subscribers about a new range includes dynamic reviews

Cross-sell/up sell

SCENARIOYour customer receives a product based email based on previous purchase – the brand recognizes them as a person NOT a customer

SOLUTIONA regular promotional email becomes more personalized by pulling in recommendations based on browse/purchase history

RemindersSCENARIOYour customer receives a product based email – they see these regularly but this one acknowledges that the brand they follow knows their preferences

SOLUTIONA regular promotional email becomes more personalized by pulling in recommendations based on browse/purchase history

Slendertone Connects with customers

SlendertoneConnects

with customers

Slendertone Connects with customers

The Challenge

• Listen to the needs and motivations of a diverse global user base

• Encouraging users to keep going and reach their goals

• Re-engaging inactive subscribers

The Challenge

• Listen to the needs and motivations of a diverse global user base

• Encouraging users to keep going and reach their goals

• Re-engaging inactive subscribers

The Solution

Answers lie in our data:• Location• Motivation• Usage frequency• Inactivity reasons

The Solution

Answers lie in our data:• Location• Motivation• Usage frequency• Inactivity reasons

The Solution

Re-engagement

Replenishment

• Using the toning session data• Replenishment every 6 weeks or

30 uses• Reminder email series• 10% discount for those

purchasing through email

Next steps

1. Working back through the 10 – reviews are next

2. Nurture to answer 3 common questions early in lifecycle

3. Focus on targeting those who download the app but not used the belt yet

Let’s talk more…