leveraging customer experience to retain and re-engage customers

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  • Improving Customer Experience to Retain Your

    Customers

    November 20, 2014

  • Speakers

    Ashley Fortman Marketing Consultant

    Salesforce Marketing Cloud

    @afortmanmc

    Jim Eup Principal Product Marketing Manager

    Salesforce Marketing Cloud

    @JimEup

  • Power the Customer Journey Text JOURNEY to 56237

    Tips | Strategies | Trends

    *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

  • Cost of the Customer: 7 Ways to Personalize Your Customer Experience

    Retain Webinar Recap

    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

  • Todays Topics

    Why focus on Retention?

    Best Practices to Ensure Success

    Marketing Cloud Tools for You

  • CMO Report | Bridging the Digital Divide

    Metrics for Success

  • Positive Engagement: Opens Clicks Shares

    Deliverability

    Negative Engagement: Ignore Delete Unsubscribes Complaints

  • Client Success

    Results: Decreased total delivered by 10% Increased opens and clicks by 40% Increased delivery rate before going into the busy

    Holiday season

    +40%

  • Todays Topics

    Why focus on Retention?

    Best Practices to Ensure Success

    Marketing Cloud Tools for You

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing

    Retention Best Practices

  • Subscribers, Fans & Followers

  • Preferences Please

  • What subscribers do is more important than what they say

    Chad White, Email Marketing Rules

  • Client Success

  • Scripted

    Generate advanced content with AMPScript, or

    scrape existing site content with HTTPGet"

    "

    Live Offer

    Choose which offers or coupon subscribers see at

    the time of email open."

    Dynamic

    Create unique content for each subscriber one time,

    for multiple messages."

    Predictive

    Present recommended content based on

    subscriber behavior"

    Keep Content Relevant with Marketing Cloud Tools

  • Standard Marketing Cloud Tool: Dynamic Content

  • Advanced Marketing Cloud Tool: Predictive Personalized Recommendations

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Test, test, test

    Retention Best Practices

  • Last Open/Click < 30

    31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365

    Sub

    scrib

    ers

    Days

    Subscriber Engagement Cliff

    Active Declining

    Results will vary: Use your subscriber data to identify the engagement cliff for your customers

  • Standard Marketing Cloud Tool: Subscriber Activity Report

  • Advanced Marketing Cloud Tool: Audience Builder

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing

    Retention Best Practices

  • Last Open/Click < 30

    31-60 61-90 < 120 121 - 180 181-270 271 - 365 > 365

    Sub

    scrib

    ers

    Days

    Early Activation Reengage Sunset

    Set goals relevant to your business

  • Early Activation

  • Reengagement

  • Sunset

  • Standard Marketing Cloud Tool: Tracking Details

    54392 Marketing Email Check out the latest deals 11/11/2014 8:00AM

    All Subscribers

  • Advanced Marketing Cloud Tool: Journey Builder Goals

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing

    Retention Best Practices

  • 2014 Mobile Behavior Report

    Mobile Matters

    91%Accessing email69%

    Text messaging

    Searching on the internet

    Social networking

    Watching videos or movies

    While watching TV

    Getting news alerts

    Playing games

    Listening to music

    Reading

    Getting directions

    Using tablet while using smartphone

    90%23%

    76%70%

    75%64%

    30%40%

    70%65%

    62%52%

    57%58%

    46%36%

    43%57%

    24%14%

    41%

    Smartphone (N = 470)

    Tablet (N = 341)

  • Mobile First Design

  • Standard Marketing Cloud Tools: Mobile Optimization

    Preview Preview email across devices

    Templates Built exclusively

    for mobile

    Reporting See which devices

    customers use to read email

    Pre-header Optimize message

    summaries in the inbox

  • Advanced Marketing Cloud Tool: Cross-channel Journey

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing

    Retention Best Practices

  • Always Be Testing

    Start with a small subset of subscribers Subject lines, including urgency and personalization Single message or a series of messages Offers & incentives Landing pages

  • Standard Marketing Cloud Tool: A/B Testing

    Reengagement Email

    120 Day Unengaged Subscribers

  • Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing

  • Advanced Marketing Cloud Tool: Journey Builder A/B/n Testing

  • 1. Maximize relevancy 2. Identify the engagement cliff 3. Define your goals 4. Think cross-channel 5. Always be testing

    Retention Best Practices

  • Questions?

  • Power the Customer Journey Text JOURNEY to 56237

    Tips | Strategies | Trends

    *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

  • Webinar Series Recap & Strategic Planning for 2015

    December 4th

  • Power the Customer Journey

    Text JOURNEY to 56237 Tips | Strategies | Trends

    *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/