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How Leading Brands Drive Sales With Omni-Channel Campaigns
- 1. www.iterable.com How Leading Brands Drive Sales with Omni-Channel Campaigns
- 2. www.iterable.com How Leading Brands Drive Sales with Omni-Channel Campaigns
- 4. Customers are still inundated with messaging that is... NOT Relevant TECH-TALK TUESDAY
- 5. As well as inconsistent experiences across channels TECH-TALK TUESDAY
- 7. 4 Components of Omni-Channel Relevance Customer Data - buyer profiles & buyer data Component-based content for personalization Multi-channel access / established presence across channels Ability to send personalized, 1-to-1 messages across multiple channels at scale TECH-TALK TUESDAY
- 8. Impact of Omni-Channel 14% HIGHER ENGAGEMENT WITH PERSONALIZATION (Forrester TEI Report, January 2018) 39% Y/Y INCREASE IN NEW CUSTOMER REVENUE (Forrester TEI Report, January 2018) 91% INCREASE IN Y/R RETENTION WITH OMNI-CHANNEL STRATEGIES (Aberdeen Research 2017) TECH-TALK TUESDAY
- 9. What is standing in your way of omni-channel relevance today?
- 10. 4 Challenges to Omni-Channel Relevance Customer data lives in multiple platforms Lack of component-based content for personalization Avg mid-market company uses 16 different platforms Lack of internal readiness, support, and buy-in TECH-TALK TUESDAY
- 11. How do you achieve omni-channel relevance?
- 12. Omni-Channel Tips & Best Practices
- 13. Tip # 1: One Step at a Time Focus on a primary use case and build out its entirety ● Example: Shopping cart abandonment ● What is your current SCA end-to-end experience? ● Where can enhancements be made? ● Which resources are needed to get there? ● Technology, data sets, internal/external expertise ● Use this same framework to unpack the next most important use case TECH-TALK TUESDAY
- 14. Allow your customers to drive the conversation as they prefer ● What are your customers’ preferred channels? ● Email, Mobile, In-app, Push, etc. ● Can your customers take the conversation with them? ● Is each channel getting equal attention? ● Does the conversation continue or stop as channels change? ● Don’t assume channel superiority among an omni-channel audience! Tip # 2: Tailor to the Customer TECH-TALK TUESDAY
- 15. Tip # 3 - Identify the Data Gaps Take a holistic audit of your customer profiles and subsequent data ● Fragmented data limits your ability to personalize and deliver memorable experiences ● What undiscovered stories lay within atypical data sets? ● Customer service, POS data, Returns data, Ecommerce data, Website access data, Third party sources ● How can you leverage certain data in ways you haven’t considered? ● How can all of this data integrate into every single customer profile? TECH-TALK TUESDAY
- 16. Tip # 4 - Create a Smarter Buyer Journey Increase the relevance of the journey using omni-channel strategies ● Build your strategies focused around the stages in your buyer journey by: ● Access to 360-view of Customer (demographics and behavior) ● Creating dynamic customer data segmentation ● This supports stage-based engagement across the entire customer lifecycle ● Data-informed messaging and workflow personalization improve stage conversions TECH-TALK TUESDAY
- 17. Enabling Seamless Customer Journeys WELCOME PROMOTIONS ANNOUNCEMENTS TRANSACTIONAL RE-ENGAGEMENT Welcome series Daily Special Newsletters Order Confirmation Cart Abandonment Free Trial Sale Items Product Updates Package Tracking We Miss You Product Catalog Upcoming Events Notifications Returns and Refunds Cross Sell/Upsell Product Onboarding Seasonal campaign One-off blasts Password Resets Milestone Recognition Email ᱙ SMS ᱙ Mobile Push ᱙ Web Push ᱙ In-App Notifications ᱙ Direct Mail ᱙ Social Media ᱙ TECH-TALK TUESDAY
- 18. Tip # 5 - Anywhere & Everywhere Personalization Utilize unique, real-time data to enhance personalization efforts ● Think creatively to show your customers that you really know them ● Data Examples: ● Weather.com - local weather ● Sports scores - regional professional sports scores ● Location data - data from FourSquare, PlaceIQ & other location data providers on real-time location TECH-TALK TUESDAY
- 19. Tip # 6 - Research & Benchmark Observe how your peers approach this challenge in their own efforts ● Research & benchmark best-in-class omni-channel examples ● Starbucks ● Curology ● Benefit ● ClassPass TECH-TALK TUESDAY
- 20. How Starbucks delivers omni-channel campaigns
- 21. How Curology delivers omni-channel campaigns
- 22. How Benefit delivers omni-channel campaigns
- 23. How ClassPass delivers omni-channel campaigns
- 24. Tip # 7 - Simplify Streamline your execution processes by simplifying your stack ● Now is the time to consider MarTech unification — here’s why: ● Data silos are often created by multiple MarTech solutions ● Multiple solutions often prevent creation of a single customer journey experience ● Evaluate if MarTech unificiation makes sense for your business TECH-TALK TUESDAY
- 25. Tip # 8 - Keep it Real Aim for improving results with realistic success goals ● Set attainable goals derived on your own omni-channel maturity
- 26. Recap: 8 Tips for Growth Marketers 1. One step at a time, one use case at a time. 2. Allow your customers to drive the conversation as they prefer. 3. Take a holistic audit of your customer profiles and subsequent data. 4. Increase the relevance of the journey using omni-channel strategies. 5. Utilize unique, real-time data to enhance personalization efforts. 6. Research and benchmark best-in-class omni-channel examples. 7. Streamline your execution processes by simplifying your stack. 8. Aim for improving results with realistic success goals. TECH-TALK TUESDAY
- 27. About Iterable www.iterable.com Iterable is a growth marketing platform that powers true omni-channel relevance at scale. We empower B2C marketers at leading companies such as Zillow, Box, and Doordash to send personalized messages across channels including email, push, SMS, in-app, social and direct mail.
- 28. Q&A Session Arpita Neelmegh Product Marketing Manager Iterable Marcus Johnson Senior Analyst eMarketer TECH-TALK TUESDAY
Editor's Notes
- Tim - this is just example copy - please edit your own talk track: I’d like to conclude this webinar by thanking all of you for taking an hour out of your busy schedules to expand your knowledge of growth marketing best practices and hopefully acquire new skills that you can implement into your roles right away. We at Iterable appreciate it.. And for those of you who are new to Iterable, we are a growth marketing platform… read through About Us… Contact us today at www.iterable.com.
- Tim - this is just example copy - please edit your own talk track: I’d like to conclude this webinar by thanking all of you for taking an hour out of your busy schedules to expand your knowledge of growth marketing best practices and hopefully acquire new skills that you can implement into your roles right away. We at Iterable appreciate it.. And for those of you who are new to Iterable, we are a growth marketing platform… read through About Us… Contact us today at www.iterable.com.
- Why is omni-channel marketing important? The average consumer is exposed to 10,000 brand messages a day, the majority of which hold little relevance. 94% of customers discontinue brand relationships if messaging is off base (Blue Research) Being top of mind and relevant is becoming more critical than ever to increase engagement and conversions
- Why is omni-channel marketing important? The average consumer is exposed to 10,000 brand messages a day, the majority of which hold little relevance. 94% of customers discontinue brand relationships if messaging is off base (Blue Research) Being top of mind and relevant is becoming more critical than ever to increase engagement and conversions
- Tie in the concept of data-activated campaigns
- Customer Data: Buyer profile and buyer data (implicit & explicit data) Content: Component-based content for personalization Multi-Channel Access: Establish presence across desired channels (email, web, mobile, direct mail, social) Cross-Channel Orchestration: Ability to send personalized, 1-to-1 messages across multiple channels at scale
- Increased engagement: Engage your users across the right channels on the right devices at the right time 1:1 Personalization: Leverage customer behavioral, event and demographic data in real-time Ability to support customer lifecycle: Ability to support on-boarding, up-sell/cross-sell, retention, and win-back
- Data silos exacerbated by marketing teams not aligned or channel-specific marketing teams Story of GAP “65% admit they have no data centralization capabilities for strategy for 2018.” ----------- Data silos: Customer data lives in multiple different platforms Content: Lack of component-based content for personalization MarTech Sprawl: Average mid-market company has 16 different MarTech solutions Lack of internal readiness/support: Omni-channel strategies require investment and buy-in
- PLACE HOLDER FOR A TIPS TRANSITION SLIDE
- After addressing 3-4 use cases, you will have a system in process to address omni-channel messaging (Original copy) Address a single use case first, such as shopping cart abandonment What will it take to address shopping cart abandonment in real-time? What technology, data sets, & expertise do I need to accomplish this single use case After addressing Address next most important use case, such as retention
- Omnivore Tip # 2: Engage across all the channels. Multiple channels is known to increase engagement significantly. Example…. Target - price check every item in the store. Scan stores that don’t have a price tag in the store. (Original copy) What is your customer’s preferred channel? Email Mobile (in-app & push notifications)
- Now that you’ve walked in your customers shoes and have a sense for what you’d liek to say to them, now you have to….. (Original copy) Discover what customer data is missing for personalization and possibilities of where and how it can be leveraged, including: Customer service/technical support request data POS data Returns data Ecommerce data Website access data Third party sources
- (Original copy) Build omni-channel strategies focused on stages in your buyer journey by: Access to 360-view of Customer (demographics and behavior) Create Dynamic Customer data segmentation Supports stage-based engagement across customer lifecycle
- What are some different use cases for omni-channel marketing campaigns? Many leading brands incorporate these campaigns in their omni-channel marketing strategy. Everything from a welcome series to promotions to re-engagement campaigns. The trick is doing this seamlessly across ALL the channels. In the next few slides, we will dig deeper into some of these use cases.
- (Original copy) What unique, real-time data can be used to create personalization? Data Examples: Weather.com - local weather Sports scores - regional professional sports scores Location data - data from FourSquare, PlaceIQ & other location data providers on real-time location
- (Original copy) Research & benchmark best-in-class omni-channel examples Starbucks Benefit ClassPass
- Starbucks has revolutionized the coffee industry and has become a household name for many individuals. We will discuss how they have incorporated mobile excellently in their current omni-channel strategy. By developing the mobile app, they have opened another avenue for engaging their loyal customers and creating revenue. In the first example, Starbucks leverages a personalized rewards system where Starbucks lovers can accumulate points for their next reward and receive perks (free drink), put orders for your coffee near via the mobile app for a location near you, and receive notifications to track drink orders all through the app. By employing a rewards program in the mobile app, it provides an incentive for Starbucks loyalty customers to continuously engage with their brand. The second example you see above is a mobile push message when your coffee order is ready! Starbucks gives the customer an order status conveniently on their mobile device, engaging the user on the right device and channel in real-time. Starbucks understands their audience and knows that since their customers are on- the- go and has made a purchase on the app, they are more likely to opt in to mobile push and other mobile messages. The last example is incorporating SMS in your omni-channel marketing strategy. According to etail web research, “SMS can act similarly to email marketing but be an effective alternative because often times it achieves extremely high open rates, up to 90%. By creating another channel for their customers to interact, Starbucks helps to avoid alienating the customers that don’t have or want to use their mobile app, but still want to receive rewards.” Many brands like Starbucks incorporate promotions through SMS to engage with their younger demographic and active mobile users.
- Curology provides personalized prescription skincare for acne and anti-aging directly to tens of thousands of subscribers. Curology sets itself apart from other skincare companies by offering their patients customized combination treatments and one-to-one interactions with licensed dermatology providers. ANNOUNCEMENTS: SMS daily reminders via SMS to apply medication Developed a responsive SMS workflow in Iterable that checks with the teen each morning if they have applied their Curology cream the previous night. Based on their positive and negative response, they send them an MMS message that includes a gif. Based on where in the lifecycle they are and how often they have applied their cream the previous days the messaging is varied between encouraging, disappointed and stern. ROI: Treatment plan compliance increased by 14%, overall engagement went up 26% and saw a 10% revenue improvement. Channels: Email and SMS. Based on the workflows and leveraging multiple channels, Curology was able to determine that patients younger than 30 are 10% more likely to opt-in to the SMS reminders to apply medication. Iterable’s dynamic data segmentation allows Curology to quickly act on customer behavior.
- Benefit is a popular cosmetics and beauty brand that incorporates omni-channel marketing in their strategy. The first example you see above is a welcome campaign. As soon as you visit their website and register for their mailing list, you instantly receive free shipping and a discount code with a $40 order or above. You can access this on email or your mobile devices. What is great about their welcome message is that they offer you an instant discount and an incentive to make a purchase as soon as you join. Benefit understands that makeup needs vary per customer (what type of makeup, frequency of application, etc) so nurturing the new user in a welcome series is probably their best bet. The second example you see is a Promotional campaign via email. Benefit offers a promo code and free shipping with a $50 purchase. It is common for beauty brands to have reward programs for frequent buyers and send personalized messages based on past purchases. Often times, they send incentives to purchase more beauty items, such as a free makeup bag or free gift. Creative ways to drive Promotions: Benefit launched a brow bar on wheels that is touring the UK for three months from March 1st to transform the nation's brows. Benefit has heavily relied on social media ads to promote this effort. Kyra White, head of brand activation for Benefit Cosmetics U.K., commented on the Benefit’s brow mobile success: “It shows our customer that we’re happy to go to them anywhere. Plus it’s really Instagrammable, which is great for a brand like ours which doesn’t do traditional above-the-line advertising.” Makeup brands do a great job with making announcements via their Social channels. Benefit is no stranger to this trend and builds trust and loyalty of their brand on Instagram. In the last example, visuals of the makeup entice prospects and return customers to convert or make a repeat purchase. Instagram is also great for product updates where brands will link new items and beauty products to their e-commerce site, giving users a simple way to purchase. According to FB IQ, beauty buyers spend a majority of their time on their mobile devices researching beauty products, looking at instagram and fb for reviews and products, and relying on their community of friends and followers on social media as a sign of credibility and trust for the brand. In fact, they use social media at multiple touchpoints of the customer journey: Research phase: 64% of beauty buyers find inspiration for beauty looks or ideas on instagram Consideration phase: 69% says if someone follows them on instagram and recommends a beauty product, they are more inclined to look at it Ready to purchase: 67% say they take further action when they see interesting beauty content on instagram Beauty brands are continuing to evolve their marketing strategy and constantly finding innovative ways to differentiate their makeup brand from others. Learning to leverage email, web, mobile and social seamlessly is going to be the recipe for success.
- Classpass is a subscription health and wellness mobile app allowing you to take a variety of fitness classes, everything from yoga to cycling to boot camp classes at participating studios in more than 50 different cities in the US. Classpass users primarily use the mobile app to book classes and have the flexibility to join classes at different studios and different cities if they please. Classpass does a good job leveraging different use cases, but could leverage more channels to amplify their message. The first example incorporates a variety of transactional campaigns, such as class reservations and reminders. After the customer books a class in the mobile app, Classpass takes the customer data and leverages this information in real-time, delivering a detailed booking confirmation as well a secondary reminder 12 hours before the class to ensure the user is updated of studio details such as time of class AND offers the ability to cancel a reservation within a certain time period. All of these transactional messages help to add that extra level of personalization. These reservations and reminders could be further enhanced with a SMS or mobile push message, as their users are already on mobile devices to book the class. 2) The second example captures a health enthusiast’s milestones for the month, by including the impressive number of studios they visited and gently reminding them to keep up with their fitness goals. As you can see, this is a creative way to re-engage users with the brand rather than directly sending them a message to book another class. great job with leveraging customer data creatively to personalize the content of the message This transactional email serves multiple purposes: Reminder of their milestone achievement which adds that extra level of Personalization Actionable: book another class Offers an Incentive: refer a friend and get $40 off 3) The third example is a re-engagement campaign offering 2 free classes if you upgrade to a higher class plan. Classpass looks at customer behavior and sends these types of messages if customers have subscribed to a lower class plan or if a customer puts a subscription on hold. Classpass relies on their customers to purchase more classes so enticing them to upgrade to the next package with an incentive of free classes for the following month might be enough to get a user to convert. Once again, sending this message via mobile push or SMS could increase their conversions!
- (Original copy) Identify and work toward realistic omni-channel success goals Realistic success goals based on omni-channel maturity
- Tim - this is just example copy - please edit your own talk track: I’d like to conclude this webinar by thanking all of you for taking an hour out of your busy schedules to expand your knowledge of growth marketing best practices and hopefully acquire new skills that you can implement into your roles right away. We at Iterable appreciate it.. And for those of you who are new to Iterable, we are a growth marketing platform… read through About Us… Contact us today at www.iterable.com.
- Tim - this is just example copy - please edit your own talk track: I’d like to conclude this webinar by thanking all of you for taking an hour out of your busy schedules to expand your knowledge of growth marketing best practices and hopefully acquire new skills that you can implement into your roles right away. We at Iterable appreciate it.. And for those of you who are new to Iterable, we are a growth marketing platform… read through About Us… Contact us today at www.iterable.com.