Vlog: The Power of Behavioural Marketing with Emma Church

Video transcript

Hi and welcome to today’s Email Best Practice session with me Emma Church, Senior Strategy Director at Profusion and today we’re going to be looking at the power of automation and honing in on email behavioural triggers, because they are consistent revenue generators. So, since email is such a fundamental part of any acquisition or retention strategy, this short video will hopefully give you the basics of behavioural triggers and support you in implementing them as a fundamental part of your growth strategy.

Behaviour triggered marketing is reverse to emails that are automatically sent to customers based on their interaction with you whether that’s on the website and an email, SMS or social media channels. And it can also relate to a lack of interaction in some cases. So, automation is like a marketer’s best friend because we little back end set up and increased efficiencies, while still delivering highly personalised and relevant content to a customer and or prospects based on their stage in the lifecycle with you. So, statue that 75% of email ROI comes from trigger triggered email campaigns and we see a great of up to 80% and click rates of 50% – 60%. So I thought I’d just start by sharing the top revenue generators when it comes to email triggers for retail. And then I thought I’d touch on lifecycle chip triggers that are equally as important regardless of industry.

So number one, would be the abandoned basket or a random browse which is such an easy quick win, because you know what a customer’s been looking for and looking at and you can actually dynamically send them a reminder of that, with that relevant product, which is a huge, huge revenue generator. The second one I’ve grouped together both low in stock and price decrease, because both of them acts to light a fire under shoppers who are interested in that product. The third one is back in stock. So this is a really nice reminder for a customer, when they’ve shown an interest in something that it’s back in and it’s available to buy. The fourth one would be that post purchase cross sell. So the triggers that let customers know of products that are related to the item that they’ve just bought, and compliment it. And then the fifth one would be replenishment and that’s when you understand the repeat purchase of favourite products have a customer or a customer who’s bought really high value products and might need refills, for example for that product. And this is where AI can be really, really handy because you can look at the purchase history on an individual level and predict when they’re ready to purchase next, and trigger that email ahead of anyone else. And then the final one would be that offer that’s about to expire. You know, the customers who haven’t taken up that offer and triggering a last chance and a sense of urgency, really get some uptake and again, generates revenue for you. So, they’re the best ones in terms of making some money.

And now I just wanted to look at the lifecycle triggers. The fundamentals would be that that welcome email just to celebrate the fact that you’ve got a new customer and you thank them for being there, it doesn’t have to be just one email, actually, it could be a series of triggers. And you could create it into an actual journey where you can make the most of really being able to stand out in terms of the benefits, the customer will receive your value proposition. And let them know and set expectations of, you know what they’re going to get for you, from you. And the second one would be a nice surprise moment whether you know, whether it’s their birthday because they’ve given that data, or that you want to celebrate the fact that it’s their first anniversary since they purchased with you or whether you want celebrate longevity or relationship. And these kind of surprise, incentivize moments really stand out in the inbox. And then finally, is the moment where a customer or you know, a customer’s not engaging with you anymore. It might be that perfect moment to trigger that reactivation process that win back moment or programme where you can re establish your brand values and tell them why they should stay with you. And so again, triggers work really, really well for lack of engagement as well as knowing exactly what engagement moments that customers have with you.

So, I sincerely hope you found that useful, and get in touch with me on emmac@profusion.com and I’d like to say thank you very much for listening and take care.

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