Putting It All Together: A Retailer's Perspective on Maximizing Revenue through Bronto
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Transcript of Putting It All Together: A Retailer's Perspective on Maximizing Revenue through Bronto
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Putting It All Together
A Retailer's Perspective on Maximizing Revenue through Bronto
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What can Bronto do for you?
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What can Bronto do for you?
Targeted Emails
Life Style Marketing
Re-engagement
Leverage CRM Data
Increase Engagement
Individualized Service
Life Cycle Marketing
Use Social Media
Grow Your Email List
Increase Engagement
Healthier Email List
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Tip #1: Have a Plan
A Goal and A Plan • Decide what you want to accomplish with
Email. • Prioritize Goals. • Create measurable Metrics. • Create a plan. • Execute the plan. • Evaluate the results. • Repeat or Move on.
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How to shorten the Learning Curve
Get a Partner
• Account Rep and/or Marketing Strategist • You don’t know what you don’t know • Make them a part of goal setting and your
action plan process.
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Ask Good Questions
Chase the low hanging fruit.
My favorite question: “What are the best practices that the successful companies are using in this area that we can execute easily?”
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Tip #2
• Use the resources you are paying for, ask for their advise, use their expertise, use the learning tools.
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Want to be Social
Goal to monetize our Facebook
• We were doing two contest per week • Offered Coupons • Offered customer the ability to sign up for our
emails.
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Want to be Social
This is what we were told by our Marketing Strategist
• There are tabs (contest & coupons) that offer an email sign up.
• Coupons page is not clear on permission. • Bronto web forms need to be used and
subscribers need to go onto their own list so we can monitor performance separately.
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Want to be Social
We did what we were told by our Marketing Strategist
• New Subscription Form. • Clarified the Features and Benefits • Set up Welcome Emails (w/coupons) • Set up Segments/Lists
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Payoff
• Oct 2010 – 2,388 Fans • Nov 2011 – 50,193 Fans • 21,149 new unique Email addresses • Generated 56K in revenue from Nov 2011-Feb
2012.
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Tip #3
• When they give you a solution to a problem you need to solve. Get the project completed.
(Asking for advice is not the same as taking advice)
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I want more names
• Optimized Sign up • This was put on the list by our Marketing Strategist. • She claimed that we would experience a
dramatic increase in email acquisition if…
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I want more names
• Optimized Sign up project started March 2011 • Completed ½ the project moving sign up to the
top of the page July 2011
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Payoff
First change resulted in a lift of 50% in new unique email addresses. Result consistent over the next 6 months.
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No time/No Resources/No Expertise
Re-Engagement Campaign • Clean our List • Improve deliverability • Retain standing with ISP • Win Back Customers
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No time/No Resources/No Expertise
Sprint:
• Starting Point 75% of our list was unengaged: had
not opened any of the last 20 emails.
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Payoff
• Recovered 24.87% of non-engaged • Reduction in email costs of sends of 56%. • Sales from emails generated sufficient revenue
to fund cost of the sprint and campaign.
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Bigger Payoff
• Starting Point 59% of list was unengaged. • Recovered 51% • Increased Revenue over previous Campaign • Reduced Email Costs 29% • Owned Knowledge/Skill Sets
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Tip #4
• Leverage their expertise and knowledge to develop your internal assets.
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This is what it comes down to
• How you maintain your list • How you build your email list. • How use your email List.
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Summary
1. Listen to your Marketing Strategist, or Account Representative and leverage their knowledge.
– Sometimes it is more effective and efficient to buy knowledge and assets.
– Always be improving something.
– Optimizing emails is a journey not a project.
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Questions ?