Scaling Personalization for Behavior-Based Trigger ... Assets... · Changes in your catalog of...
Transcript of Scaling Personalization for Behavior-Based Trigger ... Assets... · Changes in your catalog of...
Behavior-Based Trigger Marketing
1
Make the shift to real-time, up-to-the-moment marketing in your emails and mobile push notifications.
ebook
Scaling Personalization for Behavior-Based Trigger Marketing
Behavior-Based Trigger Marketing
2
Table of Contents
6
19
8
19
10
20
14
12
20
16
On-boarding
Outdated Messages
Re-marketing
Customer message overload
Milestones
Lack of historical understanding
Lifecycle
Catalog Updates
“Ugly” personalization
Recommendations
The Value of Triggers 2
4
5
18
21
Who uses triggers?
6 Types of Triggered Messages
Key Challenges of Scaling Personalized Triggers
Trigger Pro Tips
Trigger based email marketing campaigns can generate 4x more revenue and 18x greater profits.”
“
18xGreater Profits
Behavior-Based Trigger Marketing
1
Contact us: [email protected]
Behavior-Based Trigger Marketing
2
The Value of Triggers
It’s about Mobile AND Email!
Triggered messages, i.e. marketing communications that
are personalized based on a user’s engagement with your
website or mobile app, are one of the most effective ways
to interact with customers in a highly personalized manner.
Triggers are automated messages delivered via email,
mobile push notifications or other marketing channels. The
timing and content of the communication is personalized
based on each user’s engagement with different parts of
your website or app, instead of being a “batch and blast”
communication at a time decided by a marketer.
According to Forrester Research, “Trigger based email
marketing campaigns can generate 4x more revenue and
18x greater profits”. Gartner’s Adam Sarner says this about
triggers: “Marketers that do this right (less than 20% of
marketing organizations today) will see their marketing
messages receive, at minimum, five times the response rate
of non-targeted push messages.”
THINK
CROSS-CHANNEL
WHEN YOU
BUILD OUT
YOUR TRIGGER
CAMPAIGNS
Behavior-Based Trigger Marketing
3
Looking at the Numbers
We have seen these numbers in the campaigns that
Blueshift’s customers are running on emails & mobile.
Here is a quick comparison of the response rates:
5XHIGHER CONVERSIONS
Sample size is over one billion triggered messages across dozens of clients who use Blueshift’s platform.
Triggered emails drove over 3x Conversions as blasted
emails, while Triggered push notifications drove almost 5x
more conversions than scheduled or blasted activity.
Contact us: [email protected]
Behavior-Based Trigger Marketing
4
Who uses triggers?Simply, every marketer using email or mobile push
notifications must use triggers.
Yet, according to E-Consultancy, less than 20% of
marketers use behavioral triggers in email marketing.
The number of marketers who are able to scale
their marketing programs to include multiple triggers
across various marketing channels is even less.
In this E-book, we will learn more about triggers, the
challenges in scaling them, and the best practices for
driving greater engagement, conversions, and overall
retention.
Retail & E-commerceCompanies like Amazon use triggers to remind users of abandoned items related to recent browsing behavior, and to promote items related to recent or past purchases.
Subscription ServicesCompanies like Intuit’s Quickbooks use triggers to on-board users through several product features, ultimately driving the user to become a paid subscriber.
Digital TravelCompanies like Expedia use triggers to alert users about fares related to recent searches.
20%OF MARKETERSUSE BEHAVIORTRIGGERS
ONLY
Behavior-Based Trigger Marketing
5
20%OF MARKETERSUSE BEHAVIORTRIGGERS
6 Types of Triggered Messages
Behavior-Based Trigger Marketing
6
On-boardingTriggered messages are a great way to onboard
users to your product, and educate them about
key features. To make the experience even better,
base your continued on-boarding campaigns on
behavioral triggers, not just a time-based cadence
of messages. Keep asking, “How can we serve our
users better?”
Key Success Factor:
Dynamic content blocks are often the key to
success in more complex onboarding flows.
Different users might have completed some
parts of onboarding, but not others; using
dynamic elements & blocks in your emails & push
notifications, you can send each user the most
relevant content.
Which Campaignsto run:
Welcome Series
Promotions
Contact us: [email protected]
Behavior-Based Trigger Marketing
7
Examples:
Here is an example of
how a couple of Blueshift
customers educate their
users about features and
tips on email & mobile:
Notice that the mobile
push notifications use rich
graphic elements to really
get the customer to take
notice.
Behavior-Based Trigger Marketing
8
Re-MarketingAbandoned browse, cart, search. Only a small
fraction (2-5%) of website and app sessions
result in a purchase. You can engage the
remaining majority of users by recommending
items related to the products, brands or
categories that the users browsed, searched or
added to their carts.
Key Success Factor:
The key to getting re-marketing right is to
connect every piece of user behavior in real-
time with a deep knowledge of the catalog of
content (e.g. the catalog of jobs in the case
of TheMuse, or the catalog of products in the
case of UrbanLadder). The in-ability to connect
this information in real-time can often block
marketers from being able to send relevant
re-marketing messages, or worse still, send
out messages that have outdated content
(e.g. sending an abandonment email after the
customer has already purchased the item).
Which Campaigns you should run:
Abandoned Cart
Abandoned Category
Abandoned Search
Abandoned Product
Abandoned Wishlist
Abandoned Browse
Favorites/Likes
Contact us: [email protected]
Behavior-Based Trigger Marketing
9
Examples:
Here is an example of
how Blueshift customer
Urban Ladder is sending
Abandoned cart
messages on email &
mobile:
Re-marketing emails are
not just for e-commerce
companies. For instance,
here is an abandoned
browse email from
TheMuse, promoting
content around Jobs that
the user browsed:
Behavior-Based Trigger Marketing
10
MilestonesMilestones around a customer’s birthday,
or an “anniversary” since they signed up
on your mailing list, can be very effective in
driving engagement. Life stages like home
buying, marriage, child-birth and more are also
effective milestones to market to.
Key Success Factor:
An up-to-date record of information about
important dates, and being able to trigger
messages off that is very important for
Milestone triggers. This data can be input by
the customer themselves (like birthdays, etc) or
can be identified via the customer’s behavior
on-site, in-app, or your other marketing
channels (like loyalty levels, sign-up dates, etc)
Which Campaigns you should run:
Birthday
Sign-up Anniversary
Life Stages
Contact us: [email protected]
Behavior-Based Trigger Marketing
11
Examples:
Here is a birthday
email sent by Blueshift
customer Vouchercloud:
Notice the continuity
of the user experience
across the marketing
channels to create
a consitent user
experience.
Behavior-Based Trigger Marketing
12
Catalog UpdatesChanges in your catalog of products or
content, e.g. new arrivals in relevant categories,
price drops on items that the user engaged
with, or back-in-stock notifications, are very
important to keep customers engaged with the
website and app.
These triggers are especially good for mobile
push notifications, since they are “newsworthy”.
Key Success Factor:
Making sure your systems of record and
systems of action are both real-time so that
any change to the product catalog will notify
every user whose behavior has an affinity for
the affected items gets notified. By monitoring
your customer’s behaviors in real-time, these
updates will be sent immediately based on the
latest information contained within each user
graph.
Which Campaigns you should run:
New Merchandise
Price Changes
Back in Stock
Low Stock
Seasonal Changes
Contact us: [email protected]
Behavior-Based Trigger Marketing
13
Examples:
Here is an example from
a Blueshift Customer
using catalog change
notifications across email
and mobile push:
Behavior-Based Trigger Marketing
14
LifecycleSavvy marketers also trigger emails &
notifications to activate & win-back customers
at different stages in the customer lifecycle.
You can set up triggers to activate, re-activate
or win-back customers as well as to recognize
them for reaching a “VIP” status.
Key Success Factor:
Often with lifecycle messages, a consumer
can experience message overload from
disconnected departments using systems that
don’t talk with one another. Having all your
systems linked so you can put frequency caps
on messaging is vital.
In addition, carefully monitoring each
customer’s recency and frequency of visits
coupled with purchase history will allow
for “at-risk” re-engagement campaigns to
automatically be triggered before it is too late.
Which Campaigns you should run:
Purchase Confirmation
Customer Survey
Product Review
Replenishment
At-Risk/Churn
VIP Status
Contact us: [email protected]
Behavior-Based Trigger Marketing
15
Example:
Here is an example of a
winback push notification:
Behavior-Based Trigger Marketing
16
RecommendationsAfter customers have completed their
first purchase or engagement, marketers
can continue re-engaging them using
recommendations related to their recent
purchases, or items related to the user’s
category affinities.
Key Success Factor:
Recommendations are the most immediate
messaging you can send. Make sure your
systems of record and systems of action are
both real-time. By monitoring your customer’s
behaviors in real-time, marketers can send
out up-to-the-moment messaging containing
recommendations that are most relevant to the
customer’s current affinities, in addition to their
overall hisorical preferences as well.
Which Campaigns you should run:
Wishlist
Cross-Sell
Up-Sell
Complete-the-Look
Favorite Brands
Contact us: [email protected]
Behavior-Based Trigger Marketing
17
Examples:
Check out this example
of a “complete the
look” cross-sell
recommendation,
delivered using Blueshift:
Here’s another example
that targets a customer’s
category affinities on
mobile:
Behavior-Based Trigger Marketing
18
Challengesof ScalingTriggers
Trigger Pitfalls
While triggers are very effective, they are often hard to set up and scale. Here are some of the pitfalls marketers
often run into as they scale their triggered marketing programs:
Behavior-Based Trigger Marketing
19
Outdated MessagesOften, marketers are using legacy systems that don’t keep user data updated in real-time, resulting in a poor customer experience.
Customer Message OverloadOften, marketers are using legacy systems that don’t keep user data updated in real-time, resulting in a poor customer experience.
Behavior-Based Trigger Marketing
20
Poor Historical ViewAnother common challenge that marketers face is that their legacy marketing systems are disconnected from their systems of record. Customers are often frustrated leading to complaints like “Don’t you know me at all?”
“Ugly” PersonalizationMarketers using legacy systems often find that they are unable to combine “automation” with “creative” in these systems. As a result, some of the automated messages delivered by these legacy systems look ugly & “too automated” instead of personalized and delightful.
Contact us: [email protected]
Behavior-Based Trigger Marketing
21
Trigger Pro Tips
01
04
02
05
03
Top Tips for Getting the Most Out of Behavior-Based Scalable Triggers.
Blueshift has worked with several Marketing leaders that have scaled
their triggered marketing programs to deliver engaging personalized user
experiences. Here are our top tips to get the most out of triggers:
Multiple Trigger TypesExperiment with different types of triggers, beyond the obvious ones like
welcome email & abandoned cart.
Remain Goal OrientedUnderstand your key performance indicators and how they affect the entire
campaign, not a single send.
Personalize Across ChannelsUse multiple marketing channels to scale your trigger program, instead of
simply limiting it to email.
Engage Creative TalentEngage creative talent upfront to ensure that personalized triggers don’t
look ugly. Personalize a visual story.
Don’t Settle for Near Real-TimeFor the best customer experience, use systems that enable you to personal-
ize triggers with true real-time information.
About BlueshiftSan Francisco based Blueshift is the leader in Segment-of-One marketing for consumer marketers. Using the power of
real-time segmentation and dynamic-content personalization, Blueshift enables marketers to automate individualized
messages across multiple channels including email, push notifications, Facebook & SMS. The company is backed by
prominent investors, including Storm Venture Partners, Luma Capital Partners and Nexus Venture Partners.
Take YourTriggered Marketingto the Next Level
Contact Blueshift:
www.getblueshift.com