Leveraging Customer Experience to Retain and Re-Engage Customers

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<ul><li><p> Improving Customer Experience to Retain Your </p><p>Customers </p><p>November 20, 2014 </p></li><li><p>Speakers </p><p>Ashley Fortman Marketing Consultant </p><p>Salesforce Marketing Cloud </p><p>@afortmanmc </p><p>Jim Eup Principal Product Marketing Manager </p><p>Salesforce Marketing Cloud </p><p>@JimEup </p></li><li><p> Power the Customer Journey Text JOURNEY to 56237 </p><p>Tips | Strategies | Trends </p><p>*Msg&amp;Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&amp;Cs avail at http://pages.exacttarget.com/etsmshelp/ </p></li><li><p>Cost of the Customer: 7 Ways to Personalize Your Customer Experience </p><p>Retain Webinar Recap </p><p>1. Integrate Data Silos 2. Build Cohesive Profiles 3. Predict Content 4. Maximize relevancy 5. Expand email opportunity 6. Bridge the gap between channels 7. Nurture real-time relationships </p></li><li><p>Todays Topics </p><p>Why focus on Retention? </p><p>Best Practices to Ensure Success </p><p>Marketing Cloud Tools for You </p></li><li><p>CMO Report | Bridging the Digital Divide </p><p>Metrics for Success </p></li><li><p>Positive Engagement: Opens Clicks Shares </p><p>Deliverability </p><p>Negative Engagement: Ignore Delete Unsubscribes Complaints </p></li><li><p>Client Success </p><p> Results: Decreased total delivered by 10% Increased opens and clicks by 40% Increased delivery rate before going into the busy </p><p>Holiday season </p><p>+40% </p></li><li><p>Todays Topics </p><p>Why focus on Retention? </p><p>Best Practices to Ensure Success </p><p>Marketing Cloud Tools for You </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing </p><p>Retention Best Practices </p></li><li><p>Subscribers, Fans &amp; Followers </p></li><li><p>Preferences Please </p></li><li><p> What subscribers do is more important than what they say </p><p> Chad White, Email Marketing Rules </p></li><li><p>Client Success </p></li><li><p>Scripted </p><p>Generate advanced content with AMPScript, or </p><p>scrape existing site content with HTTPGet"</p><p>"</p><p>Live Offer </p><p>Choose which offers or coupon subscribers see at </p><p>the time of email open."</p><p>Dynamic </p><p>Create unique content for each subscriber one time, </p><p>for multiple messages."</p><p>Predictive </p><p>Present recommended content based on </p><p>subscriber behavior"</p><p>Keep Content Relevant with Marketing Cloud Tools </p></li><li><p>Standard Marketing Cloud Tool: Dynamic Content </p></li><li><p>Advanced Marketing Cloud Tool: Predictive Personalized Recommendations </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Test, test, test </p><p>Retention Best Practices </p></li><li><p>Last Open/Click &lt; 30 </p><p>31-60 61-90 &lt; 120 121 - 180 181-270 271 - 365 &gt; 365 </p><p>Sub</p><p>scrib</p><p>ers </p><p>Days </p><p>Subscriber Engagement Cliff </p><p>Active Declining </p><p>Results will vary: Use your subscriber data to identify the engagement cliff for your customers </p></li><li><p>Standard Marketing Cloud Tool: Subscriber Activity Report </p></li><li><p>Advanced Marketing Cloud Tool: Audience Builder </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing </p><p>Retention Best Practices </p></li><li><p>Last Open/Click &lt; 30 </p><p>31-60 61-90 &lt; 120 121 - 180 181-270 271 - 365 &gt; 365 </p><p>Sub</p><p>scrib</p><p>ers </p><p>Days </p><p>Early Activation Reengage Sunset </p><p>Set goals relevant to your business </p></li><li><p>Early Activation </p></li><li><p>Reengagement </p></li><li><p>Sunset </p></li><li><p>Standard Marketing Cloud Tool: Tracking Details </p><p>54392 Marketing Email Check out the latest deals 11/11/2014 8:00AM </p><p>All Subscribers </p></li><li><p>Advanced Marketing Cloud Tool: Journey Builder Goals </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing </p><p>Retention Best Practices </p></li><li><p>2014 Mobile Behavior Report </p><p>Mobile Matters </p><p>91%Accessing email69%</p><p>Text messaging</p><p>Searching on the internet</p><p>Social networking</p><p>Watching videos or movies</p><p>While watching TV</p><p>Getting news alerts</p><p>Playing games</p><p>Listening to music</p><p>Reading</p><p>Getting directions</p><p>Using tablet while using smartphone</p><p>90%23%</p><p>76%70%</p><p>75%64%</p><p>30%40%</p><p>70%65%</p><p>62%52%</p><p>57%58%</p><p>46%36%</p><p>43%57%</p><p>24%14%</p><p>41%</p><p>Smartphone (N = 470)</p><p>Tablet (N = 341)</p></li><li><p>Mobile First Design </p></li><li><p>Standard Marketing Cloud Tools: Mobile Optimization </p><p>Preview Preview email across devices </p><p>Templates Built exclusively </p><p>for mobile </p><p>Reporting See which devices </p><p>customers use to read email </p><p>Pre-header Optimize message </p><p>summaries in the inbox </p></li><li><p>Advanced Marketing Cloud Tool: Cross-channel Journey </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing </p><p>Retention Best Practices </p></li><li><p>Always Be Testing </p><p> Start with a small subset of subscribers Subject lines, including urgency and personalization Single message or a series of messages Offers &amp; incentives Landing pages </p></li><li><p>Standard Marketing Cloud Tool: A/B Testing </p><p>Reengagement Email </p><p>120 Day Unengaged Subscribers </p></li><li><p>Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing </p></li><li><p>Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing </p></li><li><p>1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing </p><p>Retention Best Practices </p></li><li><p>Questions? </p></li><li><p> Power the Customer Journey Text JOURNEY to 56237 </p><p>Tips | Strategies | Trends </p><p>*Msg&amp;Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&amp;Cs avail at http://pages.exacttarget.com/etsmshelp/ </p></li><li><p>Webinar Series Recap &amp; Strategic Planning for 2015 </p><p>December 4th </p></li><li><p> Power the Customer Journey </p><p>Text JOURNEY to 56237 Tips | Strategies | Trends </p><p>*Msg&amp;Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&amp;Cs avail at http://pages.exacttarget.com/etsmshelp/ </p></li></ul>