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Sebastian H - How to drive engagement and revenue growth through understanding behaviors
This document discusses how companies can drive engagement and revenue growth through understanding customer behaviors. It provides examples of how evo, UncommonGoods, and Lenox use behavioral data and personalized campaigns to increase customer loyalty and lifetime value. Specifically, it discusses how evo targets their best customers with personalized discount codes, how UncommonGoods re-engages browse abandoners, and how Lenox uses content marketing and lead scoring to improve lead efficiency.
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Sebastian H - How to drive engagement and revenue growth through understanding behaviors
- 1. How to driveengagement and revenue growth through understanding behaviors Sebastian Hoelzl Director Marketing Strategy EMEA
- 2. What do companieswant to achieve? 1. Customer retention and relationship building Sustainability 2. Increase sales Revenue 3. Fast customer service Customer Satisfaction
- 3. How to builda healthy customer relationship 1 2 3 1. ENGAGEMENT 2. LOYALTY 3. INCREASE ROR
- 4. The classic 1to1campaign: eMail Conversion € € € Success Segment Contact Database A B C Openrate 20% 18% 21%
- 5. Classic Campaign ValueAdded Sequential Campaigning € ?
- 6. Conversion € € € Multipurchase Agile campaigning Open 60% A B C D E F G H I … Hints, Content, Offers Database Client Database with individual behavioural profiles € Send out through key behaviors or behavior chains
- 7. Customer Database Evaluation € 1.000 Customer Lifetime Value € 100 Customer Database: 100 Customer 15% 20% 10% 15% 5% 10% 5% 5% 10% 5% € 4.000 € 3.000 € Realised € 1.500 6.000 € 2.500 € 6.000 € 3.500 € 4.000 € 9.000 € 5.000 € 55.500 Potential € 13.500 € 16.000 € 7.000 € 9.000 € 2.500 € 4.000 € 1.500 € 1.000 € 1.000 € 0 € 44.500
- 9. Three levels ofcampaigning
- 10.
- 11. Extending the CustomerLifecycle Story Milestones – Lead story creating the brand experience A Campaign A Campaign B Individual Customer Journey – Behavioral influenced topics to create customer retention Customer Value € 500 € 250 € 750 € 375 Campaign B Campaign
- 12. So let’s takea peek at best practices …
- 13. CASE: evo RevenueGrowth and Customer Loyalty Best Customer and Post‐Purchase Care
- 14. 1 Storefront (soon2!) plus evo.com evo
- 15. Evo.com Stocks aWide Variety of Brands evo
- 16. Focus on CustomerLifetime Value CLV is significantly higher for Repeat Buyers, especially 9+ purchases evo
- 17. A “BEST CUSTOMER”program evo
- 18. Best Customers: R1F1M1 Recency Of Spend Monetary Value Frequency Of Spend evo
- 19. Best Customers: R1F1M1 Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime. evo
- 20. Woohoo! Because we’reso 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: Woohoo! Enter Because we’re your so code thankful in you the chose “to shop Enter with us we’d Coupon like to offer Code” you this spot code in the cart before checkout good and for $50 we’ll off your next purchase. automatically It’s as good as deduct it $50 sounds – 50 from free your dollars good order. toward ANY order over $50 on evo.com. Here is your code: %%50 Dollar Code%% 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. We appreciate you shopping with us and hope to see you again soon! Here is your code: %%50 Dollar Code%% With love, evo We appreciate you shopping with us and hope to see you again soon! With love, evo evo
- 21. A “POST PURCHASE”program
- 22. 57% Open rate 26% CTR 45% CTOR 22 evo
- 23. Case: UncommonGoods RevenueGrowth Browse Abandonment & Retargeting
- 24. Browse, Form, Process– Sniffing Around
- 25. Browse Abandonment: ExpressingInterest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units UncommonGoods
- 26. Re‐marketing for Fun& Profit! Her Shoes Him Conversion Browse & Process Abandonment • High volume • Lower conversion { Abandon Basket • Low volume • High conversion { UncommonGoods
- 27. From the ‘ForHim’ Section UncommonGoods
- 28. Visitor Dropped IntoAutomated Program UncommonGoods
- 29. And Served SpecificContent 2.2% conv. rate vs 1.6% for Broadcast emails UncommonGoods
- 30. And It WorksSo Well… UncommonGoods now has eight browse remarketing emails UncommonGoods
- 31. And The MonthlyNumbers… 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
- 32. Case: Lenox LeadEfficiency and Qualification Lead Scoring & Content Marketing
- 33. It’s Not Justfor Retail/B2C Lenox
- 34. Content Marketing -Nurture Lenox
- 35.
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- 37. The how todo it summary:
- 38. 1) Define Projectsand Priorities 2) Win your Sponsors 3) Integrate Multiple Solutions 4) Measure Success
- 39. Don’t freak out… you can do this!
- 40. Thank you! SebastianHoelzl @SebastianHoelzl