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Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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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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Page 1: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs
Page 2: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Power-Packing Your Post-Purchase Programs

Page 3: Bam! Ka Pow! 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”

Page 4: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs
Page 5: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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”

Page 6: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Gas Pump Banking Travel GroceriesSelf Service

Full Service

Self Service

Full Service

Self Service

Full Service

Self Service

Full Service

Page 7: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

@

Online

In-Store

Page 8: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Destroy the Robot

Page 9: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Power-Packing Post-Purchase Programs

Page 10: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

The Mission

The Attack

Keeping the Peace

Page 11: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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.

Page 12: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Understanding Consumer Behavior

Gadget Human Machine

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Conversion

Cross-SellsUpsells

Shipping Confirmations

Point-of-Sales Loyalty

Abandoned Cart

QR Codes

Facebook

Contests

Twitter

Promotions

Welcome Series

Near-Customer Experience

Page 14: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

20% Will not use multiple devices

80% Will use multiple devices

simultaneously

Google / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”

Device Deluge

Page 15: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

55%6%

8%

20%

20% Will not use multiple devices

Google / Ipsos OTX: “Pre-Holiday 2012 Consumer Intentions”

Device Deluge

Page 16: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

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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

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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......

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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......

Page 20: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

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When does abandonment really occur?

Step abandonment concept back in the purchase funnel

Near-Customer Experience

Page 22: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

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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

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Limit repeat qualifiers!

Browser Abandonment Reminders

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Why What is as important as Where

Must HavesName Ship/Bill Addresses

Payment Info etc…

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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

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Why What is as important as Where

AvoidInterstitials Leaving the path

Repetitive Entry Complicating Simplicity

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Expand Your View

Power: Conversions An order that is

associated with an email

delivery

Conversions

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Expand Your View

Power: Conversions An order that is

associated with an email

delivery

Super Power:

Orders Any tracked purchase

Conversions

Orders

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Product-Related Data

Back-End Data

Order ID Order Date

Campaign ID Buyer Data

Product Info:

-SKU

-Name

-Category

-Description

-Image

-URL

-Quantity

-Price

Page 31: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

The Mission

The Attack

Keeping the Peace

Page 32: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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.

Page 33: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Near-Customer: Post-Purchase

Anxious

Excited

Frustrated

Bored

Confused

Disconnected

Ambivalent

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Near-Customer: Post-Purchase

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Order Confirmation Emails

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Order Confirmation Emails

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Order Confirmation Emails

Data Dissection

Customer Service touchstone

Shipping Corrections / Costs

Customer Assurance

Customer Assurance

Encouraging Loyalty

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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”

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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

Page 40: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

The Mission

The Attack

Keeping the Peace

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Making it Last

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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.

Page 44: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

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Post-Purchase Series

Bronto Software & RSR Research: Spring 2013

76% of retailers do not customize campaigns to purchasers beyond

order and shipping confirmation emails

Page 46: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

Page 47: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

Page 48: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

Page 49: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

Page 50: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

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Post-Purchase Coupon Videos and Upsell

Post-Purchase Series

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Product Demo and Set-Up

Back-End Data

Product Info:

-SKU

-Name

-Category

-Description

-Image

-URL

-Quantity

-Price

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Product Demo and Set-Up

Proactive customer service touch

Loyalty builder

Upsell potential

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Tale of Two Recommendation Emails

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Tale of Two Recommendation Emails

Personalization Miss

Similar vs Related

Better Choice?

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Tale of Two Recommendation Emails

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Tale of Two Recommendation Emails

Product name in plain English

Related not duplicated

recommendations

Additional items by Brand

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Product Reviews and Ratings

Data vs Design

Allow enough time post-receipt

(not post-order!)

126% Increase in Open Rate2x Increase in CTO

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Product Reviews and Ratings

Closer to product page

Current rating gives touchstone

Page 60: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Reorder Reminders

Based on last order date

Determine usage periods

Trigger messages before product is fully used

• Contacts

• Cosmetics

• Vitamins / Edibles

• Guitar Strings

Page 61: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Reorder Reminders

Started simple

• Top Sellers

Kept it simple

40% Open rate

+21% Conversion Rate

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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?

Page 63: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

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

Page 64: Bam! Ka Pow! Power-Packing Your Post-Purchase Programs

Power-Packing Your Post-Purchase Programs

Questions?