2014 05-22 post purchase communications - dmx - small
DESCRIPTION
Digital Marketing is not only marketing to the right audience but getting a conversion with good ROITRANSCRIPT
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They Finally Bought Something, Now What Do I Do? Strategies for Post-Purchase Communications Brian Rants, Director of Business Development
@dmxengage
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Under the Marketing Microscope
Study of CMOs: 78% say more scrutiny is placed on their marketing efforts
compared to a year ago.
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As one CMO put it:
“We’re in a ‘prove it’ economy in which advertising that doesn’t lead
to a sale tomorrow gets cut.”
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Who would you rather market to?
Group A or Group B?
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Group A
1% conversion rate Revenue from 5 group A customers
equals revenue from 1 group B customer
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Group B
Up to 9% conversion rate Purchases 3-7x more than
Group A on each visit
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It seems obvious. Group B.
But who are you marketing to?
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Marketing spend favors Group A Survey says: you are likely spending just
20% on Group A 80%
20%
Group A Group B
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The Marketing Imbalance
We chase new customers
(Group A) over cultivating
relationships with existing customers
(Group B)
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10 Post-Purchase Campaigns
Automate these campaigns to correct your marketing imbalance & increase marketing ROI
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1. First-Purchase Welcome
§ Thank customers and send a series of emails that address common questions and offer an incentive to return to your site and make another purchase.
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2. Post-Purchase Surveys § This foundational
customer service tactic serves to discover problems early, as well as inform what content should be in the first-purchase welcome series.
A 5% reduction in the customer defection rate can increase profits by 5% – 95%.
Bain and Company
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Product/Market Fit Survey
We are going to send you a
Survey Here is Your
Survey! Survey
Completion Reminder
Thank You (Complete),
Link to Survey (Not Complete)
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Product/Market Fit Survey § 1. How are customers
actually finding you? § 2. Market Fit: pay
attention to “help us understand” answers by those who would be “very disappointed”
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Product/Market Fit Survey § 3. Who are your true
competitors? § 4. What exact words will
convert? Steal customers’ benefit-oriented copy!
§ 5. Recommendation rate and more great copy
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Product/Market Fit Survey § 6. See if you can identify
your “ideal customers” and create buyer personas
§ 7. Customers help create a Product/Service roadmap
§ Resources: Survey.io and How To Use Surveys to Get a 64.8% Increase in Completed Purchases
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3. Product Review & Rating Requests
§ Studies show peer reviews and ratings are crucial.
§ Once sufficient time has passed, request a product review.
§ Great for SEO & can be used in collateral.
§ Reviews produce an 18% uplift in sales comprised of
• +11% conversion • +2% Average order • +5% Visitor return rate
§ Reevoo
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3. Product Review & Rating Requests
Mashable • Make it easy • Be present on multiple
review sites • Be Candid • Pay attention to both
positive and negative
§ 90%: Positive online reviews influenced their buying decisions
§ 86% Negative reviews influenced their buying decisions
§ Dimensional Research & ZenDesk
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4. Bounceback § A special offer or
incentive sent to recent or first-time purchasers to encourage them to return and buy again.
§ Straightforward, “thank you” messaging.
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5. Cross-Sell § Driven by algorithms or
business logic, these automated messages recommend products or services based on a customer’s most recent purchase.
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6. Recommendation § Cross-sell and upsell
messages are specific to a single purchase, a monthly recommendation emails can serve up offers based on multiple purchases, as well as other behaviors.
The next level: recommendations are built from web and mobile app browsing data.
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7. Social Sharing
§ We all want deeper social interaction…why not ask for it? After an appropriate interval, encourage sharing of stories across social channels that are relevant to your audience’s experience.
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8. Replenishment / Reminder / Reorder
§ Replenishment: it’s time to repurchase a consumable product
§ Reminder: an item they previously purchased is close to running out of stock
§ Reorder: a product they purchased would typically be expected to need replacement
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9. Win Back § If a customer hasn’t
made a purchase within your typical time frame, put them into a win back series.
§ Consider a “We Miss You!” theme and incentives to purchase again.
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10. Date/Event Based Follow Ups § Holidays and relevant
seasonal events are great opportunities for increased engagement.
§ Consider using purchase data for more targeted communications.
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10 Campaigns to Automate 1. First Purchase Welcome 2. Post-Purchase Surveys 3. Product Review & Rating
Requests 4. Bounceback 5. Cross-Sell
6. Recommendation 7. Social Sharing 8. Replenishment /
Reminder / Reorder 9. Win Back 10. Date/Event Based
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Resources
DMX Engage’s Infographic “Take Care of Your Own” Marketing Manifesto See link in post
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“Engage” with Us • Silverpop’s Ultimate Guide to Post-Purchase Messages
• Adobe’s The ROI from Marketing to Existing Online Customers
http://www.dmxengage.com
@dmxengage
+dmxengage
DMX Engage
Resources
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Your turn.
What percentage of your efforts go to marketing to existing customers?
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Your turn.
What experiences (as a marketer or consumer) have you had with any of
these automated campaigns?
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Your turn.
What ideas do you have on getting going, and getting early “wins?”
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See you in the comments…
Brian Rants
@dmxengage