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Closing the sale may be the hero for your bottom line but post-purchase email marketing is the strong sidekick who helps ensure long-term customer loyalty and repeat purchasing. Whether you have an established post-purchase email strategy or you are just getting started, this presentation will show you how to maximize this underutilized phase of the customer lifecycle and speak to the multi-device multi-tasking consumer. In this presentation, you will learn how to: Identify opportunities to automate messages through the post-purchase lifecycle Leverage easily accessible data points to enrich the customer experience and drive repeat sales Avoid common content and promotional pitfalls in transactional and post-purchase messaging
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Power-Packing Your Post-Purchase Programs
Order Data & Email Marketing
Complex
Resource Drain
Technically Challenging
Inflexible
Lack of knowledge
• Where’s the data?
• Who owns my order and ship notifications?
51% of marketers believe sharing customer data within their own organization is a barrier to effectively measure ROI
NYAMA / IAB: “Marketing ROI in the Era of Big Data”
Order Data & Email Marketing
Streamlined applications
Marketers in control
Accessible
Intuitive
43% of marketers invested in triggered messages in 2012
Bronto Software: “Loading the Sleigh: Marketers' Plans & Expectations for the Holiday Season”
Gas Pump Banking Travel GroceriesSelf Service
Full Service
Self Service
Full Service
Self Service
Full Service
Self Service
Full Service
@
Online
In-Store
Destroy the Robot
Power-Packing Post-Purchase Programs
The Mission
The Attack
Keeping the Peace
Your Mission
[ ] Collect data that will enhance the customer’s experience while
increasing sales.
[ ] Speak to consumer when, where and how they want to be spoken to.
[ ] Actually use that data.
Understanding Consumer Behavior
Gadget Human Machine
Conversion
Cross-SellsUpsells
Shipping Confirmations
Point-of-Sales Loyalty
Abandoned Cart
QR Codes
Contests
Promotions
Welcome Series
Near-Customer Experience
20% Will not use multiple devices
80% Will use multiple devices
simultaneously
Google / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”
Device Deluge
55%6%
8%
20%
20% Will not use multiple devices
Google / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”
Device Deluge
Why Where is as important as What
Harris Interactive: “The Harris Poll”
23% of smartphone users regularly purchase from their device
Optimization = Great
Customization = Even Better
45%
45%
34%
32%
16%
4%
Save bookmarks, shopping cart, etc
Send an email/link to myself
Directly navigate to destination
Conduct a search on the other device
Sync to an online service
Other
Google / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”
85% will shop on one device and finish on another
Top 2: Save & Share
Lane Changers
Balancing the Barriers
Bronto Software: “From Abandon to Conversion”
1 page minimum
5.6 average pages from cart to conversion
9 max
Data collection is essential for you…
…and is annoying for your customer......
Balancing the Barriers
1 2 3 4 5 6 7 8 9 ≥10
10% 28% 39% 13% 8% 1% 0% 0% 0% 1%
Number of Pages from Carting to Submitting Order
Bronto Software & RSR Research: Harnessing the Power: How Retailers Collect and Use Purchase-Related Data
Data collection is essential for you…
…and is annoying for your customer......
7 Steps Out of the Cart
Click password reminder link
Enter email or ID info
Wait for the email
Click link
Create new password
Log in
Go back to cart
When does abandonment really occur?
Step abandonment concept back in the purchase funnel
Near-Customer Experience
Order Data & Email Marketing
Bronto Software & RSR Research: Spring 2013
53%
29%
12%
6%
Yes
No - We cannot collect this data
No - We can collect this data but do not:
will not increase sales
No - We can collect this data but do not:
too complex or time-consuming
Do you collect product-level site
browsing data that can be
associated to a specific subscriber?
Harnessing the Power: How Retailers Collect and Use Purchase-Related Data
Show related products
Top sellers within category
Customer Reviews
Customer Service information
and…
SL: “Thanks for Your Interest In: French Market
Dinnerware Collection”
Browser Abandonment Reminders
Limit repeat qualifiers!
Browser Abandonment Reminders
Why What is as important as Where
Must HavesName Ship/Bill Addresses
Payment Info etc…
Why What is as important as Where
Power PackersExplicit Email Opt-in Newsletter Options
Category Interest Birthday
34% of retailers do not collect opt-in during checkout
Bronto Software & RSR Research: Spring 2013
Why What is as important as Where
AvoidInterstitials Leaving the path
Repetitive Entry Complicating Simplicity
Expand Your View
Power: Conversions An order that is
associated with an email
delivery
Conversions
Expand Your View
Power: Conversions An order that is
associated with an email
delivery
Super Power:
Orders Any tracked purchase
Conversions
Orders
Product-Related Data
Back-End Data
Order ID Order Date
Campaign ID Buyer Data
Product Info:
-SKU
-Name
-Category
-Description
-Image
-URL
-Quantity
-Price
The Mission
The Attack
Keeping the Peace
Your Mission
[] Collect data that will enhance the customer’s experience while
increasing sales.
[ ] Speak to consumer when, where and how they want to be spoken to.
[ ] Actually use that data.
Near-Customer: Post-Purchase
Anxious
Excited
Frustrated
Bored
Confused
Disconnected
Ambivalent
Near-Customer: Post-Purchase
Order Confirmation Emails
Order Confirmation Emails
Order Confirmation Emails
Data Dissection
Customer Service touchstone
Shipping Corrections / Costs
Customer Assurance
Customer Assurance
Encouraging Loyalty
Order Confirmation Emails
Data Dissection
Sets expectations
Additional Services
Customer Service Awareness
Customer Service Options
66% of consumers believe accessible customer service contact information is the most important customer service feature
eMarketer: “US Commerce Roundup”
Order Confirmation Emails
Consider Similar Products
Consider Related Products
Bronto Software & RSR Research: Spring 2013
53% of retailers do not include additional offers
in order and shipping confirmation emails
The Mission
The Attack
Keeping the Peace
Making it Last
Your Mission
[] Collect data that will enhance the customer’s experience while
increasing sales.
[] Speak to consumer when, where and how they want to be spoken to.
[ ] Actually use that data.
32% 34% 34%
Yes – Only purchase data from email campaigns
Yes – Both purchase data associated to an email campaign and
purchase data from orders not associated to an email campaign
No – I am not able to use this data
Are you able to leverage purchase-
related data in email messages?
Finding the Right Mixture: Data Usage
Post-Purchase Series
Bronto Software & RSR Research: Spring 2013
76% of retailers do not customize campaigns to purchasers beyond
order and shipping confirmation emails
Post-Purchase Series
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
16% YoY revenue increase33% of total email revenue
shop.org & Forrester: “The State of Online Retailing”
27% of subscribers are repeat customers
41% of sales generated from repeat customers
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Transactional
Post-Purchase Series
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Transactional
Post-Purchase Series
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Promotional
Transactional
Post-Purchase Series
Email Day of Send
Order Confirmation 1
Welcome (No Coupon) 1
Shipping Confirmation 3
Manage Preferences 4
Social Introduction 7
Customer Service Options 10
Satisfaction Survey 14
Tips & Tricks 21
Review Request 25
Next Purchase Coupon 32
Remail Next Purchase Coupon 62
Share Your Thoughts 90
Customer Service
Promotional
Data and Content
Transactional
Post-Purchase Series
Post-Purchase Coupon Videos and Upsell
Post-Purchase Series
Product Demo and Set-Up
Back-End Data
Product Info:
-SKU
-Name
-Category
-Description
-Image
-URL
-Quantity
-Price
Product Demo and Set-Up
Proactive customer service touch
Loyalty builder
Upsell potential
Tale of Two Recommendation Emails
Tale of Two Recommendation Emails
Personalization Miss
Similar vs Related
Better Choice?
Tale of Two Recommendation Emails
Tale of Two Recommendation Emails
Product name in plain English
Related not duplicated
recommendations
Additional items by Brand
Product Reviews and Ratings
Data vs Design
Allow enough time post-receipt
(not post-order!)
126% Increase in Open Rate2x Increase in CTO
Product Reviews and Ratings
Closer to product page
Current rating gives touchstone
Reorder Reminders
Based on last order date
Determine usage periods
Trigger messages before product is fully used
• Contacts
• Cosmetics
• Vitamins / Edibles
• Guitar Strings
Reorder Reminders
Started simple
• Top Sellers
Kept it simple
40% Open rate
+21% Conversion Rate
Lapsed Purchaser
0%
15%
30%
45%
<3 Months 3-6 Months 7-12 Months >12 Months
Bronto Software & RSR Research: Spring 2013
When is a purchaser considered inactive?
Lapsed Purchaser
Not reactivation
Not just date based
Purchaser Reengagement
Leverage
• AOV
• Purchase category
• Product color
• Offer type
LTO to drive urgency
3x Conversion Rate2x Average Order Value
Power-Packing Your Post-Purchase Programs
Questions?
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