Customer Lifecycle Messaging (Matthew Butlein)
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#monetatesummit Matthew Butlein , President, Freshpair.com Customer Lifecycle Messaging Respond to customer data, behavior, context and circumstances in real time
description
Respond to customer data, behavior, context, and circumstance in real time.
Transcript of Customer Lifecycle Messaging (Matthew Butlein)
#monetatesummit
Matthew Butlein, President, Freshpair.com
Customer Lifecycle Messaging
Respond to customer data, behavior, context and circumstances in real time
Intro to Underwear
1. There’s a lot of different kinds of underwear out there
2. People have very different attitudes towards underwear
3. It’s a very personal and confusing category for the customer
Who We Are
‣ W: bras, panties, shapewear, hosiery, sleepwear & socks
‣ M: underwear, t-shirts, swim, shapewear, sleepwear & socks !
!
• Founded in 2000, NYC-based • 130+ brands of men’s and women’s underwear (from Kohl’s to Saks)
• Monetate customer for over 5 years • We’ll help you find the underwear that will make you look & feel your best
The ProblemWithout knowing anything about a prospect, it’s very
difficult to help her/him find the best underwear.
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The ProblemHypothesis: Prospects are telling us what they’re interested in. If we use that data to send them more relevant content, they’ll buy more from us in the short- and long-term. !
Measurement: 1.$/prospect during Welcome Series 2.3-, 6- and 12-month prospect cohort revenue
The Solution
• Architecture: Smarter Remarketer + Responsys + Monetate
‣ Implicit data from site browse activity ‣ Explicit preferences from email interaction
‣ Imported browse data from Smarter Remarketer into Responsys ‣ Created the lifecycle campaign in Responsys Program
‣ Used Monetate to create on-site continuity with each email• Make it measurable and flexible so we can iterate over time
- Browse activity drives dynamic content - Email interaction drives frequency/resends - Content interaction drives content in future emails
• Leverage relevant shopper data to drive communication and content
The Solution Cont.
EXPLICIT&OR&IMPLICIT&
PREFERENCES
The End Result
• ~30 days in to the test, it’s too early to look at 3-, 6- and 12-month cohorts !
• However, during our Welcome Series the $/prospect increased by +13%
Next Steps
• Shift more from ad hoc to triggers • Push data from Welcome interaction to triggers down the line
• Deeper Monetate integration to pass them customer segments so they can tailor more of the site experience
