5 Powerful Purchase Data Points to Propel Your Email Program
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5 Powerful Purchase Data Points to Propel Your Email Program Kristen Gregory, Director of Marketing Services @kristengreg
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Data is valuable, but do you know the 5 most important data points in a customer lifecycle? Kristen Gregory, Director of Strategic Services, presents the most valuable data points that you can use to drive revenue.
Transcript of 5 Powerful Purchase Data Points to Propel Your Email Program
5 Powerful Purchase Data Points to Propel Your Email Program
Kristen Gregory, Director of Marketing Services @kristengreg
Bronto Webinars
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@bronto
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Q&A
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5 Powerful Purchase Data Points to Propel Your Email Program
Kristen Gregory, Director of Marketing Services @kristengreg
Why RFM-Based Messaging?
• Better Engagement• More Money• Higher ROI
1. Last Purchase Date
Coupon/Offer
How-to, Accessories, Product Care
Product Review
Automating review requests increased Roku’s annual review volume from 1,000 one year to 40,000 the next.
Product Review Success
Re-Order/Refill
Refer-a-Friend
Refer-a-Friend Success
Automating refer-a-friend requests led to:
‑ 12x boost in referral sign-ups
‑ 600% increase in direct sales
Lapsed/Never Purchased Series
1
• How can you be helpful? Think product care tips or getting started guides.
• Ask for reviews, use them to sell & build reputation.
• Consider coupons to move single to multi-buyer.
• Do your products have reordering potential?
• Spread the word by automating refer-a-friend messaging post-purchase.
• Automate touchpoints with lapsed customers.
• Timing is key: Don't send prematurely.
Last Purchase Date Takeaways
2. # of Purchases Made by a Contact
3. Lifetime Value or Total Purchase Amount
Recognized, Reward, Inspire via a loyalty program
4. Average Order Value or Last Purchase Amount
5. Dominant Product Category Purchased
Use Dynamic Content to Adjust Offers/Images/Products
1
• Get the Data
• Use RFM data to treat non-purchasers, single buyers and top customers differently.
• Document/List Triggered Messages
• Update Creative Yearly
• Crawl, Walk, Run
• Measure Results
• Test
Overall Takeaways
Thank YouKristen Gregory,Director of Marketing Services at Bronto Software
[email protected]@kristengreg
Thank You for Attending!
[email protected]@bronto.com
Account Management
Webinar Recording
Follow Up Email
Contest
‑ Random Name Drawing
‑ Bronto Drink Package
