Transcript
#RIC15
PLAYING THE MARKETING LONG GAME
Cassie Lancellotti-Young
EVP, Customer Success – Sailthru cyoung@sailthru.com
@dukecass
Leveraging Personalization to Drive Lifetime Value
#RIC15 www.sailthru.com sales@sailthru.com
RE
VE
NU
E
PERSONALIZATION MATURITY
Personalization: so much more than just a name
LEGACY TECHNOLOGIES
Segmentation/Rules Based
BehavioralRecommendations
Omnichannel
Optimized
PredictivePersonalizationOmnichannel
Optimized
revenue potential blocked by database limitations and acquisition integrations
unmatched revenue potential because of native build and
flexible architecture
+5-10% lift in response
rate
+20-50% lift in
conversion rates +20%
lift in lifetime value
www.sailthru.com sales@sailthru.com
360° customer profiling automated by Sailthru
Mobile Offline
Online
Social Analytics
• Opens at 3:00 PM ET, purchases after 10PM
• Most likely to click on sale or promotional emails
• AOV from email $105
• Surfs the web on Google Chrome
• Most often browses from Tribeca (NYC)
• AOV online $127 • Watches product videos
• Tweets about your brand • Likes Alex & Ani, beaches,
museums on Facebook
• Recieves push notifications
• Has iOS7 • Has your latest
brand app
• Shops only in your flagship store
• AOV of in-store purchases is $271
• Customer since May 2012 • Has spent $989 to date • Top 0.1% of customers likely
to purchase in next week
#RIC15 www.sailthru.com sales@sailthru.com
Case Study: Acumen Brands
+116% lift in email
revenue
+109% lift in email purchase
conversion
-54% reduction in
customer churn
+34% increase in
visits
1:1 behavioral emails
now contribute 70% of total email revenue (from 0%
baseline)
www.sailthru.com sales@sailthru.com
Personalization – climbing the maturity curve R
EV
EN
UE
PERSONALIZATION MATURITY
Segmentation/Rules Based
BehavioralRecommendations
Omnichannel
Optimized
PredictivePersonalizationOmnichannel
Optimized
0% behavioral email
+109% lift in
conversion rates 54%
reduction in customer churn
www.sailthru.com sales@sailthru.com
Country Outfitter has evolved from “batch and blast” to behavioral emails to drive major performance lift
“Batch and Blast” Dynamic Email
+116% lift in email
revenue
www.sailthru.com sales@sailthru.com
1:1 personalization ultimately means a “single template” (mixes content and products, different revenue streams)
www.sailthru.com sales@sailthru.com
Email is just one channel; 1:1 recommendations on style blog drove a 25% lift in CTR
www.sailthru.com sales@sailthru.com
Re-targeting has proven especially strong for harnessing power of personalization beyond email
clients have seen 5-6X improvement in advertising ROI with Sailthru-powered custom audiences as
well as over 5X lift in buyer conversion
#RIC15 www.sailthru.com sales@sailthru.com
Automation – critical for both feasibility and scalability
Automatically build 360-degree
multi-channel customer profiles
with Sailthru
Leverage data feeds to further tighten
recommendations
Analytics and recommendations react in real-time
Triggers always work, but lift is much stronger when they’re
augmented with personalization
“Customer acts, marketing reacts”
www.sailthru.com sales@sailthru.com
Even early messages can be personalized/automated… (tweaking welcome streams by acquisition PPC keyword)
User A User B
huge spike in first-week activation
ANALYTICS rich historical data augmented with
predictions, all focused on the metric that matters most: customer lifetime value
#RIC15 www.sailthru.com sales@sailthru.com
Example: Leveraging Retention Data to Optimize Acquisition
BI is a critical layer for optimizing marketing decisions; cohorts are a key ingredient
www.sailthru.com sales@sailthru.com
Predictions (Sailthru Sightlines) vis-à-vis traditional (“RFM”) segmentation models – 50% lift in revenue
#RIC15 www.sailthru.com sales@sailthru.com
Country Outfitter used Sightlines to evolve targeting from recency of engagement to purchase propensity
+24% lift in segment
purchase conversion
-22% reduction in
opt-outs per sale
compelling
use cases to boost AOV and protect
margins
www.sailthru.com sales@sailthru.com
Retention means cultivating long-term value, not just quick wins CELL A: PRODUCTS CELL B: CONTENT
Cell A may win for gross conversions today, but what about lifetime revenue per user?
#RIC15 www.sailthru.com sales@sailthru.com
If you remember just two things from today…
focus on the “long game” –
lifetime value vs. quick optimization wins
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winning retention is about personalization, automation & analytics
coming together
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