Sebastian H - How to drive engagement and revenue growth through understanding behaviors

How to drive engagement and revenue growth through understanding behaviorsSebastian HoelzlDirector Marketing Strategy EMEA

What do companies want to achieve?1. Customer retention and relationship building

Sustainability

2. Increase sales Revenue

3. Fast customer service Customer Satisfaction

31 2

How to build a healthy customer relationship

1. ENGAGEMENT 2. LOYALTY 3. INCREASE ROR

The classic 1to1 campaign: eMail

€

€

€

Conversion

Succes

s

A

B

C

SegmentC

onta

ct D

atab

ase

20%

18%

21%

Openrate

Classic Campaign Value Added

Sequential Campaigning

€

?

€

€€

Conversion

Multipu

rcha

se

Agile campaigning

60%

Open

ABCDEFGHI…

Hints,Content,Offers

Clie

nt D

atab

ase

with

indi

vidu

albe

havi

oura

lpro

files

Database

€Send out through key behaviors or behavior chains

Customer Database Evaluation

Customer Database: 100 Customer

€ 1.000Customer Lifetime Value

€ 100

15%

20%

10%

15%

5%

10%

5% 5%

10%

5%

€ 4.000 € 3.000 € 6.000 € 2.500 € 6.000 € 3.500 € 4.000 € 9.000 € 5.000€ 1.500Realised € 55.500

€ 16.000 € 7.000 € 9.000 € 2.500 € 4.000 € 1.500 € 1.000 € 1.000 € 0€ 13.500Potential € 44.500

Three levels of campaigning

Campaign types

Extending the Customer Lifecycle

Customer Value

€ 500€ 250

€ 750€ 375

Individual Customer Journey – Behavioral influenced topics to create customer retention

Story Milestones – Lead story creating the brand experience

ACampaign

ACampaign

BCampaign

BCampaign

So let’s take a peekat best practices …

Revenue Growth and Customer LoyaltyBest Customer and Post‐Purchase Care

CASE: evo

1 Storefront (soon 2!) plus evo.com

evo

Evo.com Stocks a Wide Variety of Brands

evo

CLV is significantly higher for Repeat Buyers, especially 9+ purchases

Focus on Customer Lifetime Value

evo

A “BEST CUSTOMER” program

evo

Best Customers: R1F1M1

Recency

Of Spend

Monetary Value

Frequency

Of Spend

evo

Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime.

Best Customers: R1F1M1

evo

Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com. 

How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order. 

Here is your code: %%50 Dollar Code%%

We appreciate you shopping with us and hope to see you again soon! 

With love, evo

Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com. 

How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order. Here is your code: %%50 Dollar Code%%

We appreciate you shopping with us and hope to see you again soon! 

With love, evo

evo

A “POST PURCHASE” program

22

57% Open rate26% CTR45% CTOR

evo

Revenue GrowthBrowse Abandonment & Retargeting

Case: UncommonGoods

Browse, Form, Process – Sniffing Around

Browse Abandonment: Expressing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

UnitsUncommonGoods

Conversion

ShoesShoes

HimHimHerHer

Browse & Process Abandonment• High volume• Lower conversion

{

Abandon Basket• Low volume• High conversion

{

Re‐marketing for Fun & Profit!

UncommonGoods

From the ‘For Him’ Section

UncommonGoods

Visitor Dropped Into Automated Program

UncommonGoods

2.2% conv. rate vs 1.6% for Broadcastemails

And Served Specific Content

UncommonGoods

UncommonGoods now has eight browse remarketing emails

And It Works So Well…

UncommonGoods

And The Monthly Numbers…

Program Open Rate Conversion Rate Number of Emails

Broadcast 18.1% 1.6% 20,400,000

Purchase Confirm ‐‐ 2.4% 398,000

Welcome 34.4% 1.4% 149,000

Browse Abandon 41.8% 2.2% 90,000

Basket Abandon 27.9% 23.1% 11,500

SKU Notify ‐‐ 23.9% 8,000

UncommonGoods

Case: LenoxLead Efficiency and QualificationLead Scoring & Content Marketing

It’s Not Just for Retail/B2C

Lenox

Content Marketing - Nurture

Lenox

Lenox

60%!

Lenox

The how to do it summary: 

1) Define Projects and Priorities2) Win your Sponsors3) Integrate Multiple Solutions4) Measure Success

Don’t freak out … you can do this!

Thank you!

Sebastian Hoelzl

@SebastianHoelzl