How to create brand loyalty in a digital age
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How to create brand loyalty in a digital age, presented at Pure360's customer event on June 25th 2015 By Ashley Joyce
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How to create brand loyalty in a digital age
- 1. www.pure360.com @Pure360 How to create brand loyalty in a digital age Ashley Joyce Account Manager
- 2. www.pure360.com @Pure360 What is Loyalty?
- 3. www.pure360.com @Pure360 The Challenge? Our marketing efforts are great for getting initial engagement, but we need to retain these customers to increase their lifetime value.
- 4. www.pure360.com @Pure360 • The number of consumers participating in loyalty programs has grown by more than 40% across industries over the past 6 years. • Despite this, 64% of customers switched a provider last year in at least one industry. • And of that group, 50% said they would consider future offers from companies they may never have previously considered.
- 5. www.pure360.com @Pure360 Loyalty is neither permanent, nor under your control. You can’t “own” loyalty— you simply have it on loan for short periods of time, from one interaction to the next.
- 6. www.pure360.com @Pure360 Customers are loyal to experiences, not to companies. • Historically loyalty was secured at point of purchase • Typically where discounts, rebates and points for purchase were made • Non targeted offers do little to encourage long term engagement • They chew away profitability
- 7. www.pure360.com @Pure360 Experience vs Discounts
- 8. www.pure360.com @Pure360 Take them on a journey…
- 9. www.pure360.com @Pure360 Review your Customer Lifecycle Lifecycle marketing is the discipline of marketing to your existing customers, based on the status of the relationship. •Start building trust •Engage and retain •Right message, right customer, right time. •Provide value over time
- 10. www.pure360.com @Pure360 How to use demographic data…
- 11. www.pure360.com @Pure360 Capture Demographic Data • Capture essential demographic data via web forms • Run regular surveys, polls or fun quizzes • Use social media to enhance data further with location, hobbies and interests • Gather insight from your opt outs • Offline – at events, trade shows, in store, direct mailing lists
- 12. www.pure360.com @Pure360 What campaigns can I implement?
- 13. www.pure360.com @Pure360 The Welcome Email • Acknowledge their sign up and thank them / welcome them to the community • Set expectations - what kind of emails will they receive & how often • Value statement of what these emails will contain • Remind them of the benefits of signing up, perhaps with trust-earning testimonials, reviews, etc. • Promote social networks – how else can they keep up to date and contact you? • CTA to add domain to safe sender list
- 16. www.pure360.com @Pure360 The Birthday / Anniversary Email • Set your goals - be on time • Provide value • Keep it simple and sincere • Make them relevant • Single or multi stage? • Test and optimise
- 18. www.pure360.com @Pure360 The Check-In and Feedback Request Email • Thank them again for signing up for your information • Ask them if they’re enjoying the information they’re getting from you • Let them know you’d love to hear from them. You can ask them to “click reply” and send along any questions or suggestions they may have. • Send them to an online survey. You can automate a response based on the feedback they give to
- 20. www.pure360.com @Pure360 The Re-Engagement Email • Define what success looks like • Identify your in-actives • Decide on content / call to action • Reduce future instances of un- engagement
- 22. www.pure360.com @Pure360 The Exclusive Benefit (or VIP) Email • A special discount or coupon code that’s only for people on your email list • An exclusive invitation to a members-only event, whether it’s in person or online • Early access to a new product, service, or other offering
- 24. www.pure360.com @Pure360 How to use behavioural and transactional data
- 25. www.pure360.com @Pure360 Capture Transactional and Behavioural Data • Analyse frequent browsing habits • Purchasing data – what have customers previously bought from you? • Email engagement data
- 26. www.pure360.com @Pure360 What campaigns can I implement?
- 27. www.pure360.com @Pure360 The Abandon Cart Email • Timing is essential • Get the subject line right • Remind people what they have left behind • Get the language spot on – ask if they need any help? • Have a prominent call to action • Include customer reviews
- 29. www.pure360.com @Pure360 The Product Recommendation Email • Based on purchase history • Frequently browsed • Trending products • Dynamically personalise elements of your bulk campaigns
- 32. www.pure360.com @Pure360 The Post Purchase Email • Leverage recent sale • Offer support and tracking • Set expectations • Suggest recommendations or related products • Ask for feedback
- 34. www.pure360.com @Pure360 Expand your offering…
- 35. www.pure360.com @Pure360 Expand the eco-system of loyalty partners
- 36. www.pure360.com @Pure360 Key Takeaways • Loyalty isn’t permanent • Discounts won’t win you loyalty – they’ll just eat into profit • Collecting relevant data on your customers will enable you to personalise the online experience to create meaningful experiences • ‘Experiences’ delivered over time builds long- term relationships with customers resulting in profitable growth
Notas do Editor
- Loyalty can be described as a faithfulness or a devotion to a person, country, group, or cause. What does this mean in consumer terms? Loyal customers will consistently purchase products from their preferred brands, regardless of convenience or price. In the digital age, with such a competitive market space, how do you create brand loyalty when you only have an email address?
- I want to create brand loyalty and increase my customer lifetime value This means I need to find new ways to keep my audience engaged and in love with my brand. How do I personalize the online experience and create meaningful touch points with my customers.
- So what does this tell us?
- Enrolling in a company’s loyalty program doesn’t necessarily mean you’re engaged with that brand. What this does tell us is that engagement is the true measure of loyalty and if you can engage someone throughout every touch point – you’ve created a fantastic experience.
- Digital has changed consumer behaviours forever. Previously the “purchase” was the pivotal event. That’s where loyalty was secured. So that’s where company’s had previously invested their efforts – for example – Offering discounts – giving points for purchase – or even free shipping. The problem is these non targeted offers do nothing to encourage long term engagement – in fact, they do the opposite. They chew away at profitability
- What does this new definition of loyalty mean for you guys, as marketers? It means you need to approach loyalty—and win it --- in entirely new ways. Fundamentally, if you can identify what matters to the customer and deliver value at every interaction Then through every channel, you can translate these experiences into loyalty long before purchase and make them continue long after. The real focus needs to be on the ongoing processes of “discovery” and “evaluation” with your customer base. Those are the stages of engagement in which customers will be pleasantly surprised You can demonstrate your ability to keep your promises which will result in great customer experience. So how do you create a meaningful experience?
- Someone signs up to your mailing list – amazing news. Ask yourself what is the next experience that person is going to have with you? Will it be straight away, or in a few weeks? Will it be a welcome email or your next product or sale email? If you play your cards right and you plan your customer lifecycle out well, you can build on their initial interest by interacting with them in a way that proves they can trust your business. Your emails/lifecycle will create a loyal follower who looks forward to hearing from you. This can only occur over time, and it’s crucial you make it happen with carefully measured steps. I’m going to show you basic examples that will make each new person on your list feel welcome, special, and appreciated. But first you need to ensure that you are capturing and enriching your data at as many possible points of interaction.
- Start with capturing it How do you enrich your contact lists? Make your email sign up as visible as possible Run regular quizzes, competitions and polls – social media is a great place to do this You can also start to capture more data such as location, hobbies and interests Gather insight from your opt outs And offline channels – events, trade shows, in store or through direct mail
- When someone visits your website and chooses to sign up to your email list, they are openly agreeing to receiving content from you. This means that these subscribers are highly engaged with the communications you are going to send. 74% of consumers expect a welcome email Yet there are so many companies that haven’t yet implemented one. I figure it must be one of the most overlooked tactics in email marketing There are other benefits Open average of 50% New subscribers are at their most engaged with your brand Expand your touch points with them by encouraging engagement on social networks Encourage to add your email address to safe contact list Drive traffic straight to your site Set subscriber expectations
- Good opportunity to ask for more data from your sign up Possibly via a preference centre Gathering demographic data at this stage will enable you send engaging content which means great experience from the start.
- Describe email Tell us more – giving the consumer the power As a business you are able to segment based on this Consumer want to tell you what brands they like
- Make sure that your birthday email is sent either on the day or if you’re only collecting birthday month, that it’s at the start of the month Travel – consider 6 – 8 weeks before to perhaps plan a trip Automate in PureResponse – take up little resource Doesn’t have to be money off – provide value Make an impression Relevant – if you have other data include examples of things they’ve expressed an interest in Make them about the subscriber – nice gesture , not another sale Multi stage Motivate people to redeem an incentive before it expires Test Data capture Incentives Subject lines – personalisation or offer? Revenue – 5 times higher than bulk campaigns Ask for birthdays! Don’t be afraid – include a promise of future offers or more info on your products
- great example of a 'no sales' anniversary email. It does not include any offers or discounts but instead simply thanks customer for being a member for a particular amount of time. This message works really well to reinforce brand loyalty and leave users feeling noticed and valued.
- Thank them again for signing up for your information Ask them if they’re enjoying the information they’re getting from you Let them know you’d love to hear from them. You can ask them to “click reply” and send along any questions or suggestions they may have. Send them to an online survey. The most helpful survey answers are the ones that are open-ended questions. Use these to gather useful information on your customers so you can create meaningful touch points.
- What are you going to measure? Open / click through rate improves? Percentage of people removed from your list as a result Inactive subscribers that are re-engaged Email – un-engaged after 6 months Also wake up people who haven’t made a purchase or interacted with your website Update preferences Feedback survey Get emotional – language – be human Use a deadline Set clear expectations in the opt in process Content Frequency Welcome Campaign!! Set expectations Capture preferences and other demographic data to customise experience – increase engagement
- Creative way to clean up your database
- People who have signed up to your email list are interested in your business to a degree that they’re willing to let you into their inboxes. Make them feel special. Don’t bombard them with offers: come up with exclusive discounts and invitations that only go to them (and be sure to let them know that no one else is getting what you’re sending them).
- If you don’t know who your top spenders are or you’re not able to extract this information, then you can think about creating a VIP members club. Exclusivity - free shipping, exclusive discount codes. ASOS offer a loyalty to their customers, offering a VIP service to anyone who is willing to pay £9.95 a year. Benefit = creating a segment of brand advocates - ‘upgrade’ to a better service. Loyal customer for a year that requires little effort (in terms of your marketing resource) to make feel special. They are incentivised to shop at ASOS to make the most of the benefits You can capture and segment this easily using your CRM system.
- Once you have collected your demographic data, you should begin capturing behavioural and transactional data, which offers a more insightful view into your customer’s online activity. Behavioural data offers intelligence on the specific behavioural patterns of your users, allowing you to increase the relevancy of your emails. Transactional data offers intelligence not only into the frequency of purchases that your recipient makes, but also the types of purchases. Browse data What does this actually mean? Purchases Actual customers Frequency Value Browse data provides you with intelligence into how users are behaving online. You can use data to create proactive touch points such as product recommendations and trending products Or reactive touch points – such as abandon basket emails. For all those that have heard of or are using our Behavioural Targeting software, will know you can populate and automate these types of campaigns very easily. Email data By collecting email data you can establish the types of emails which generate high or low open and click through rates as well as the time of day that these emails perform well, or perform badly. Email data can be collected from within your email platform, specifically within the reporting section
- 90% of abandoned basket leads go cold after 1 hour The most important part of the email is the subject line and the language you use Aside from achieving the sale – it’s about creating a meaningful experience and using this opportunity to demonstrate CTA – clarity https://www.ometria.com/blog/the-anatomy-of-a-cart-abandonment-email-examples
- Can we help? First prompt Don’t presume they are looking for a deal
- By tracking behavioural data you can start to put products in front of people that you know they are going to like Related products to purchases you know they have made Products they have been recently browsing If they haven’t been on your website for a while or even if you just want to back these up, you can use crowd sourced products, such as trending now or new in
- Post-purchase emails and nurture tracks help generate stronger customer loyalty, more repeat purchases, and above all else, help customers feel connected to your brand. http://blog.klaviyo.com/2014/10/16/8-essential-practices-for-a-winning-post-purchase-email/
- Expand the eco-system of loyalty partners. To expand loyalty value propositions into adjacent spaces and categories, companies should establish trade partnerships with organizations that offer complimentary offerings and channels to the same customer segments. They need to use these partnerships to increase the impact, relevance and exclusivity of their value propositions. O2 (Telefónica UK Limited), launched Priority Moments. Location based loyalty programme that focused on the idea of ‘discovery’ in the customer journey. Provides a steady stream of unique experiences, discount offers and exclusive access to live events based on customers interested, behaviours and locations. UK’s fastest-growing loyalty programs delivered a multi-million pound churn-reduction benefit – customer’s gained from other networks Conversion rates of up to 95 percent. 3. Mobile Marketing Association. O2 Priority Moments case study, 2014. Retrieved on February 26, 2015 from http://www.mmaglobal. com/case-study-hub/case_studies/view/27023 American Express Company and Uber, Inc. Joint rewards for both customers earn double American Express points when they use their card redeem their points to pay for Uber rides. American Express press release, “American Express and Uber Launch First-of-Its-Kind Mobile Loyalty Program,” June 9, 2014. Retrieved on February 26, 2015 from http://about.americanexpress.com/news/ pr/2014/amex-uber-mobile-loyalty-program.aspx Comparethemarket.com - Meerkat Movies Standing out from the crowd – rewarding customers for their loyalty Think about if you could partner with local businesses Loyalty is a team sport Benefits and experiences for all involved
- It’s time for companies to acknowledge that loyalty is neither permanent, nor under their control. Companies don’t “own” loyalty; they simply have it on loan for short periods of time, from one interaction to the next. Digital has confirmed the need to delight or surprise customers on an ongoing basis. Every experience makes a difference. And satisfying experiences, delivered over time, are what build long-term relationships and drive profitable growth. Mention source