They Finally Bought Something, Now What Do I Do? Strategies for Post-Purchase Communications Brian Rants, Director of Business Development

@dmxengage

Under the Marketing Microscope

Study of CMOs: 78% say more scrutiny is placed on their marketing efforts

compared to a year ago.

As one CMO put it:

“We’re in a ‘prove it’ economy in which advertising that doesn’t lead

to a sale tomorrow gets cut.”

Who would you rather market to?

Group A or Group B?

Group A

1% conversion rate Revenue from 5 group A customers

equals revenue from 1 group B customer

Group B

Up to 9% conversion rate Purchases 3-7x more than

Group A on each visit

It seems obvious. Group B.

But who are you marketing to?

Marketing spend favors Group A Survey says: you are likely spending just

20% on Group A 80%

20%

Group A Group B

The Marketing Imbalance

We chase new customers

(Group A) over cultivating

relationships with existing customers

(Group B)

10 Post-Purchase Campaigns

Automate these campaigns to correct your marketing imbalance & increase marketing ROI

1. First-Purchase Welcome

§  Thank customers and send a series of emails that address common questions and offer an incentive to return to your site and make another purchase.

2. Post-Purchase Surveys §  This foundational

customer service tactic serves to discover problems early, as well as inform what content should be in the first-purchase welcome series.

A 5% reduction in the customer defection rate can increase profits by 5% – 95%.

Bain and Company

Product/Market Fit Survey

We are going to send you a

Survey Here is Your

Survey! Survey

Completion Reminder

Thank You (Complete),

Link to Survey (Not Complete)

Product/Market Fit Survey §  1. How are customers

actually finding you? §  2. Market Fit: pay

attention to “help us understand” answers by those who would be “very disappointed”

Product/Market Fit Survey §  3. Who are your true

competitors? §  4. What exact words will

convert? Steal customers’ benefit-oriented copy!

§  5. Recommendation rate and more great copy

Product/Market Fit Survey §  6. See if you can identify

your “ideal customers” and create buyer personas

§  7. Customers help create a Product/Service roadmap

§  Resources: Survey.io and How To Use Surveys to Get a 64.8% Increase in Completed Purchases

3. Product Review & Rating Requests

§  Studies show peer reviews and ratings are crucial.

§  Once sufficient time has passed, request a product review.

§  Great for SEO & can be used in collateral.

§  Reviews produce an 18% uplift in sales comprised of

•  +11% conversion •  +2% Average order •  +5% Visitor return rate

§  Reevoo

3. Product Review & Rating Requests

Mashable •  Make it easy •  Be present on multiple

review sites •  Be Candid •  Pay attention to both

positive and negative

§  90%: Positive online reviews influenced their buying decisions

§  86% Negative reviews influenced their buying decisions

§  Dimensional Research & ZenDesk

4. Bounceback §  A special offer or

incentive sent to recent or first-time purchasers to encourage them to return and buy again.

§  Straightforward, “thank you” messaging.

5. Cross-Sell §  Driven by algorithms or

business logic, these automated messages recommend products or services based on a customer’s most recent purchase.

6. Recommendation §  Cross-sell and upsell

messages are specific to a single purchase, a monthly recommendation emails can serve up offers based on multiple purchases, as well as other behaviors.

The next level: recommendations are built from web and mobile app browsing data.

7. Social Sharing

§  We all want deeper social interaction…why not ask for it? After an appropriate interval, encourage sharing of stories across social channels that are relevant to your audience’s experience.

8. Replenishment / Reminder / Reorder

§  Replenishment: it’s time to repurchase a consumable product

§  Reminder: an item they previously purchased is close to running out of stock

§  Reorder: a product they purchased would typically be expected to need replacement

9. Win Back §  If a customer hasn’t

made a purchase within your typical time frame, put them into a win back series.

§  Consider a “We Miss You!” theme and incentives to purchase again.

10. Date/Event Based Follow Ups §  Holidays and relevant

seasonal events are great opportunities for increased engagement.

§  Consider using purchase data for more targeted communications.

10 Campaigns to Automate 1.  First Purchase Welcome 2.  Post-Purchase Surveys 3.  Product Review & Rating

Requests 4.  Bounceback 5.  Cross-Sell

6.  Recommendation 7.  Social Sharing 8.  Replenishment /

Reminder / Reorder 9.  Win Back 10. Date/Event Based

Resources

DMX Engage’s Infographic “Take Care of Your Own” Marketing Manifesto See link in post

“Engage” with Us •  Silverpop’s Ultimate Guide to Post-Purchase Messages

•  Adobe’s The ROI from Marketing to Existing Online Customers

http://www.dmxengage.com

@dmxengage

+dmxengage

DMX Engage

Resources

Your turn.

What percentage of your efforts go to marketing to existing customers?

Your turn.

What experiences (as a marketer or consumer) have you had with any of

these automated campaigns?

Your turn.

What ideas do you have on getting going, and getting early “wins?”

See you in the comments…

Brian Rants

@dmxengage