lcmc: lifecycle messaging vs marketing automation
TRANSCRIPT
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Lifecycle Messaging and Marketing Automation
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Kat Johnson Marketing Manager, Allen Edmonds
Sarah Veit Wallis Chief Operating Officer, Indochino
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Lifecycle Messaging is
Timely, targeted, relevant
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Lifecycle Messaging Benefits
If you get it right, you achieve• Happier customers• Higher sales• Lower costs
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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.
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How to Approach Lifecycle Messaging
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Lifecycle Mapping and Data
Awareness
Consideration
Purchase
Post-purchase
Engagement
Reengage
ment
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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
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Marketing Automation
How cool would it be if you could make lifecycle messaging happen by itself?
You can!
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You are probably working late... freaking out about deadlines…
The Batch & Blast
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Marketing Automation Benefits
• Reduce Operating Cost• Better Insights in to
What Works• Higher ROI
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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
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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
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4 Take-a-ways
• Keep it simple for starters.• Test, Test, Test.• Let the data speak and assist in your plan.• You can automate!