Lifecycle Messaging and Marketing Automation

Kat Johnson Marketing Manager, Allen Edmonds

Sarah Veit Wallis Chief Operating Officer, Indochino

Lifecycle Messaging is

Timely, targeted, relevant

Lifecycle Messaging Benefits

If you get it right, you achieve• Happier customers• Higher sales• Lower costs

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.

How to Approach Lifecycle Messaging

Lifecycle Mapping and Data

Awareness

Consideration

Purchase

Post-purchase

Engagement

Reengage

ment

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

Marketing Automation

How cool would it be if you could make lifecycle messaging happen by itself?

You can!

You are probably working late... freaking out about deadlines…

The Batch & Blast

Marketing Automation Benefits

• Reduce Operating Cost• Better Insights in to

What Works• Higher ROI

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

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

4 Take-a-ways

• Keep it simple for starters.• Test, Test, Test.• Let the data speak and assist in your plan.• You can automate!