Increased Expectations Means Better Email Marketing: Are You Prepared?

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Increased Expectations Means Better
Email Marketing: Are You Prepared?
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Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Retail TouchPoints
Greg Zakowicz
Senior Commerce Marketing Analyst
Oracle + Bronto
@WhatsGregDoing

www.Bronto.com | @Bronto | Info@Bronto.comCopyright © 2018, Oracle and/or its affiliates. All rights reserved.
Increased Expectations
Means Better Email
Marketing: Are You
Prepared?
Greg Zakowicz
Sr. Commerce Marketing Analyst
Greg.Zakowicz@Bronto.com
@WhatsGregDoing

www.Bronto.com | @Bronto | Info@Bronto.comCopyright © 2018, Oracle and/or its affiliates. All rights reserved. www.Bronto.com | @Bronto | Info@Bronto.com
SAFE HARBOR STATEMENT
The following is intended to outline our
general product direction. It is intended
for information purposes only, and may
not be incorporated into any contract. It
is not a commitment to deliver any
material, code, or functionality, and
should not be relied upon in making
purchasing decisions. The development,
release, and timing of any features or
functionality described for Oracle’s
products remains at the sole discretion of
Oracle.

Copyright © 2018, Oracle and/or its affiliates. All rights reserved. www.Bronto.com | @Bronto | Info@Bronto.com
Consumer expectations.
Agenda Generational differences.
Email strategies.

Consumer Data Collection
64%11%
20%
Millennials
77%
18%
Gen X
83%
11%
Baby Boomers
Do you think retailers track your
shopping habits?

How do you expect
brands to use the
information that they
collect about you?
Using Consumer Data
0% 10% 20% 30% 40% 50% 60%
Connect online and in-store experience
I don’t want brands to collect info about me
Make product recommendations
Provide promotions or discounts
Send free samples
None of the above
Baby Boomers Gen X Millennials

I expect retail stores
to provide
recommendations
based on my past
online purchases.
Using Consumer Data
0% 5% 10% 15% 20% 25% 30% 35% 40%
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Baby Boomers Gen X Millennials

Using Consumer Data
How often are you
satisfied by product
recommendations
made by online
stores?
21%
36%
32%
8%
Millennials
9%
34%
34%
16%
7%
Gen X
17%
40%
25%
15%
Baby Boomers

And how they converge online
In-Store Expectations

Do you use mobile devices for any of the
following reasons while shopping in-store?
Millennials Gen X Baby Boomers
Access a loyalty app
Compare a product for a better price than the one in-store
Look up product information
Look up product reviews
Look up promotions or discounts
Take picture of a product to remember later
Buy a product in a size currently unavailable in-store
Buy a product that is out of stock in-store
Consult with family and friends about a product
Find a product that I already saw/researched online
Submit a payment using a mobile checkout app (Google Wallet,
Apple Pay, etc.)

Do you use mobile devices for any of the
following reasons while shopping in-store?
Millennials Gen X Baby Boomers
Access a loyalty app
Compare a product for a better price than the one in-store #1 #4 Tied-2
Look up product information #4 Tied-1 Tied-2
Look up product reviews #3 #3
Look up promotions or discounts #2 Tied-1 #1
Take picture of a product to remember later #4
Buy a product in a size currently unavailable in-store
Buy a product that is out of stock in-store
Consult with family and friends about a product
Find a product that I already saw/researched online
Submit a payment using a mobile checkout app (Google Wallet,
Apple Pay, etc.)

Consumer Expectations
Do you expect retailers to
add more mobile
technologies and
applications to give you a
more personalized in-
store shopping
experience?
69%
20%
11%
Millennials
61%
23%
16%
Gen X
41%
34%
25%
Baby Boomers

Which of the
following would
have the greatest
impact on in-store
sales?
Impact On In-Store Sales: Retailers vs. Consumers
0% 10% 20% 30% 40% 50% 60%
Other (e.g. retail analytics, food, beverage)
Becaons & RFID tags
Interactive spaces (dressing rooms & kiosks)
Personalized in-store offers on mobile devices
In-store Wi-Fi for online shopping & price
comparison
Equip sales associates with tablets for real-time
product info

When shopping in-
store, how important
is each activity of a
sales associate in
assisting you with a
purchasing
decision?
Provide product
information
0% 10% 20% 30% 40% 50%
Equip sales associates with tablets for
real-time product info
31%
32%
21%
11%
Millennials
27%
29%
24%
11%
8%
Gen X
14%
27%
34%
15%
10%
Baby Boomers

How important is free
Wi-Fi when you shop
in-store?
0% 10% 20% 30% 40% 50%
In-store Wi-Fi for online shopping &
price comparison
22%
23%
24%
19%
13%
Millennials
13%
15%
29%
22%
20%
Gen X
9%
14%
27%
45%
Baby Boomers

How important are
promotions or
discounts when you
shop in-store?
0% 10% 20% 30% 40% 50%
Personalized in-store offers on mobile
devices
54%
30%
11%
Gen X
54%
25%
16%
Millennials
41%
35%
19%
Baby Boomers

How important is the
availability of
products when you
shop in-store?
How important is ease
of checkout when
you shop in-store?
In-Store Experience
59%26%
13%
Millennials
65%
27%
7%
Gen X
62%
32%
Baby Boomers
58%
30%
10%
55%36%
8%
43%
40%
16%

Retailer Execution
How satisfied are you with the status of your
business in the following areas:
65%
31%
60%
33%
Understanding of
Customer Preferences
Use of Personalization

4 Email Messaging Strategies
Creating relevance consumers expect

• Acquisition source: What
page/category were they viewing
when they signed up?
§ Send unique welcome message
based on that info.
• Click behavior: What did they click
on in the welcome message(s)?
§ This info can dictate what the
next messages are (message,
series, and/or
recommendations).
#1: Welcome Messaging Strategy
Considerations:

Personalized message lift over
standard version:
• Open Rate: +134%
• Click Rate: +254%
• Conv Rate: +267%
• RPE: +7,980
• 3% of email sends
• +140% in revenue
• Acquisition source
shows interest.
• Click behavior
shows intent.
User behavior tells a story:

Lift over promotional
messages:
• Conv Rate: +22%
• RPE: +892%
• Accounts for 3% of total
revenue and 0.3% of total
email sends
#2: Browse Recovery Messaging

• Timing of messages: Test and vary
based on data points.
• Content of messages: What do you
need to communicate?
• Incentives: Look at history and vary
based on on data points.
• Number of messages: Consider
content needed to convey
messaging. Don’t stop at 3.
#3: Abandoned Cart Strategy
• The Cart Products:
• SKU
• Category
• Sale end date
• Margin
• Sale price
• Gender of product
• Etc.
• The Purchaser:
• 1st or repeat
• Recency of last order
• Lifetime AOV
• Total orders
• Etc.
Analyzing the Strategy:

#4: Product Recommendations
• Promotional messages
• Recommendation-only messages
• Post-purchase messages
• Abandoned cart
• Browse recovery
• Transactional messages
• Welcome series
• Birthday / anniversary
• Gift reminders
Of consumers will
become repeat buyers
after personalized
experiences.
44%
Segment, The 2017 State of Personalization Report, October, 2017.

Product Recommendations

Product Recs - Other Emails

• “just for you”
subject lines
• Irrelevant results
• Generic recs
done wrong
Potential Pitfalls

“Just For You”

Irrelevant Results

Generic Recs Done Wrong

Making Generic Work
• Some of our favorites
• Customer favorites
• Top sellers
• Recently viewed
• Picks of the week/month

Product Recommendations
• Consumers expect relevance.
• Intuitive product
recommendations can make
any message more relevant.
• Set the proper expectations.
Lift over promotional messages
without recommendations:
• RPE: +155%

Acquisition source
• Capture page/category of
where they signed up.
• Send a unique welcome
message based on that info.
Click-behavior
• Click behavior determines
messaging.
§ e.g. maternity messaging
for a maternity click.
• Strategy can change based
on many factors.
Cart criteria
• SKU
• Category
• Sale end date
• Margin
• Sale price
• Gender of product
• Etc.
The shopper
• 1st or repeat
• Recency of last order
• Lifetime AOV
• Total orders
• Targeted, relevant, and
automated.
messages:
• Conv Rate: +22%
• RPE: +892%
• Accounts for 3% of total
revenue and 0.3% of total
email sends
Email Marketing Strategies
• Can make ANY message
more relevant – even
batch-and-blast.
• Intuitive to the user.
messages:
• RPE: +155%
Product
Recommendations
Browse Recovery
Cart AbandonmentBrowse Recovery Welcome Series

For more insights, download the
retailer report at:
www.bronto.com/InsideTheMinds
US, UK, CA, AU versions available• Consumers believe you track them –
and expect more, including:
• Personalization.
• Better product recommendations.
• Be a concierge to your customers.
• “Listen” to consumer behavior.
• Email best practices are not the end
point.

www.Bronto.com | @Bronto | Info@Bronto.comCopyright © 2018, Oracle and/or its affiliates. All rights reserved.
THANK YOU
Greg Zakowicz
Sr. Commerce Marketing Analyst
Greg.Zakowicz@Bronto.com
@WhatsGregDoing

#CCSeries
Please Share Your Feedback

#CCSeries
Q&A // Panelists
MODERATOR:
Andrew Gaffney
Editorial Director
Retail TouchPoints
Greg Zakowicz
Senior Commerce Marketing Analyst
Oracle + Bronto
@WhatsGregDoing

#CCSeries
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Increased Expectations Means Better Email Marketing: Are You Prepared?

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