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Lifecycle Messaging and Marketing Automation
Kat Johnson Marketing Manager, Allen Edmonds
Sarah Veit Wallis Chief Operating Officer, Indochino
Lifecycle Messaging is
Timely, targeted, relevant
Lifecycle Messaging Benefits
If you get it right, you achieve• Happier customers• Higher sales• Lower costs
Lifecycle Messaging is Important
If you don’t consider the customer’s mindset, you will• Lose the personal touch and the relationship
becomes a one way communication.• Lose prospects’ and customers’ interest and
engagement.• And spend more money on lower performing
campaigns.
How to Approach Lifecycle Messaging
Lifecycle Mapping and Data
Awareness
Consideration
Purchase
Post-purchase
Engagement
Reengage
ment
Lifecycle Messaging Examples2nd Order
Message: “It’s easy to order again now that we have your measurements”
Segment: One-time buyers
Results: 2.25x revenue/email sent over segment benchmark
How I Wear Essential Gray
Message: “This is a versatile suit”
Segment: Customers who have not purchased a suit
Results: 1.5x revenue/email sent over segment benchmark
Reactivation (A/B Test)
Message A: $499 for a suit, shirt, tie
Message B: 10% off a suit, shirt, tie
Segment: Buyers who have not purchased in 9 or more months
Results:A: 10x revenue/email sent over segment benchmarkB: almost zero result
Marketing Automation
How cool would it be if you could make lifecycle messaging happen by itself?
You can!
You are probably working late... freaking out about deadlines…
The Batch & Blast
Marketing Automation Benefits
• Reduce Operating Cost• Better Insights in to
What Works• Higher ROI
Marketing Automation ExamplesOnboarding/Welcome
Message
Message: “Welcome to Allen Edmonds, The American Original”
Segment: New subscribers
Post Purchase Series
Message: “You have the shoes – how about that matching belt”
Segment: Customers who have purchased a pair of shoes.Purchase Upsell
Matching BeltCaring for
Your Shoes Time for a
Recraft
X DaysX Days
X Days
Cart Abandonment
Message: “Still deciding”
Segment: Abandoned online cart
Results: 20:1 ROI
Marketing Automation ROI
Allen Edmonds:• Send 2+ million messages
per month.
• Email channel generates 60% of revenue online and 40% in retail stores.
Au-to-
mated32%
Promo-tional68%
Revenue
Automated12%
Promotional88%
Volume
4 Take-a-ways
• Keep it simple for starters.• Test, Test, Test.• Let the data speak and assist in your plan.• You can automate!