5 Powerful Purchase Data Points to Propel Your Email Program

Kristen Gregory, Director of Marketing Services @kristengreg

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5 Powerful Purchase Data Points to Propel Your Email Program

Kristen Gregory, Director of Marketing Services @kristengreg

Why RFM-Based Messaging?

• Better Engagement• More Money• Higher ROI

1. Last Purchase Date

Coupon/Offer

How-to, Accessories, Product Care

Product Review

Automating review requests increased Roku’s annual review volume from 1,000 one year to 40,000 the next.

Product Review Success

Re-Order/Refill

Refer-a-Friend

Refer-a-Friend Success

Automating refer-a-friend requests led to:

‑ 12x boost in referral sign-ups

‑ 600% increase in direct sales

Lapsed/Never Purchased Series

1

• How can you be helpful? Think product care tips or getting started guides.

• Ask for reviews, use them to sell & build reputation.

• Consider coupons to move single to multi-buyer.

• Do your products have reordering potential?

• Spread the word by automating refer-a-friend messaging post-purchase.

• Automate touchpoints with lapsed customers.

• Timing is key: Don't send prematurely.

Last Purchase Date Takeaways

2. # of Purchases Made by a Contact

3. Lifetime Value or Total Purchase Amount

Recognized, Reward, Inspire via a loyalty program

4. Average Order Value or Last Purchase Amount

5. Dominant Product Category Purchased

Use Dynamic Content to Adjust Offers/Images/Products

1

• Get the Data

• Use RFM data to treat non-purchasers, single buyers and top customers differently.

• Document/List Triggered Messages

• Update Creative Yearly

• Crawl, Walk, Run

• Measure Results

• Test

Overall Takeaways

Thank YouKristen Gregory,Director of Marketing Services at Bronto Software

Kristen@Bronto.com@kristengreg

Thank You for Attending!

am@bronto.commichael.ballard@bronto.com

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