Max Kissick-Jones

1. Max Kissick-Jones
Partnerships EMEA
Retailer’s Top Commerce
Marketing Tactics Unveiled

2. Bronto Software
• The marketing platform for commerce.
• #1 email marketing provider to Internet Retailer Top 1000.
• Helping leading retailers with customer acquisition,
conversion & retention through email, mobile & social.
• Offices in London, Durham (NC), New York, LA & Sydney.
• Serving 1,500+ brands worldwide, including:

3. Agenda
• 2017 Planning: What email
tactics are Retailers
thinking about using?
• Whitepaper: Top
Commerce Marketing
Tactics
• Summary of whitepaper
results.

4. Wanted: Marketing Tactics that Deliver Results
Do you know which email marketing programmes drive the most ROI
for your company?
Time to think about what you could be doing to make your marketing
campaigns more successful.

5. Wanted: Tactics that deliver results
Retailers may ask :
• How do you stack up against competitors?
• Have you correctly prioritised the right tactics?
• Are you taking advantage of the most effective programs?
• Is there more you could be doing to reach more customers and build a strong
brand?
• Is your marketing growing at a sophisiticated pace?
• Are you missing opportunities to increase revenue?
The challenge is understanding which tactics are going to deliver the
highest returns, and then prioritising them!

6. Whitepaper:
Top commerce marketing tactics shared
Global study of 300 retailers.
What you’ll discover:
• Commerce marketing tactics most
often employed by retailers.
• Tactics retailers rate as most
effective.
• Tactics retailers plan to implement in
the future.
Download full report:
bronto.com/commerce-marketing-benchmark

7. Will email volume increase in 2017?
Email performs better
than SEO, SEM &
Social in driving online
sales.
DMA found ROI from
email went from £25 in
2014 to £38 in 2016
Email can enhance
entire customer journey,
volume stats are not
surprising!

8. Most commonly used tactics:
What are the key email tactics important for success?
Raised email volume increases competition in the inbox, so having the right
tactics in place is more important than ever!

9. Segmentation
Best practice example: Closet London.
• Target:
 Become personal stylist with email content tailored
to each customer.
 Achieve higher levels of revenue and conversion
using Bronto & Magento.
• Campaign:
 Leverage customer information (preferences,
purchase history etc.).
 Create automated workflows for defined segments.
+50%
Conversion Rate

10. Welcome series: Used by 74% of retailers
Best practice example: Björn Borg.
• Target:
 Unique brand introduction to new newsletter sign-
ups.
• Campaign:
 Three-part email series.
 Introduces new contacts to brand history and
bestsellers.
 Transports brand values: CRISP, DYNAMIC,
CONTEMPORARY & ECCENTRIC.
+232%
CTR
+217%
Revenue
+21%
Conversion

11. Remailing
Best practice example:
The Gro Company.
• Target:
 Drive more revenue through newsletter.
• Campaign:
 Resend newsletter with new subject line
seven days later to those who didn't open
the first email.
= same campaign metrics
as initial send.
One retailer commented: “It’s like printing money!”

12. How effective are these tactics?
Are you using the commerce marketing tactics other retailers found to be
effective?
When measuring the success of your marketing programmes, look at your
own trends as benchmarks!

13. Cart recovery
Best practice example:
Hudson Shoes.
• Target:
 Turn abandoned baskets into revenue.
• Campaign:
 Automatically triggered message.
 Sent 1h after basket was abandoned.
 Highlights abandoned product(s).
= 22%
of total annual email revenue.

14. Least used tactics

15. Planned tactics for 2017

16. Post-purchase series
Best practice example:
Dr Denim.
• Target:
 Leverage customer data (purchase information,
order history, etc.) to sell in a smarter way with
Magento Integration.
• Campaign:
 Workflow automatically triggers email ten days
after purchase.
 Promotes editorial content for further inspiration
and customer service.
45%
Open Rate

17. Average number of email tactics in use
1-3? 4-6? 7-9? 9+?
Larger companies are
using fewer commerce
marketing tactics
Larger companies with
larger budgets also use
offline marketing
strategies, online
advertising and contests.
They may also lack the
flexibility to quickly
deploy a greater diversity
of programmes.

18. Average number of tactics by industry
Higher competition &
expectations of multi-
channel consumers are
driving clothing and
automotive brands to use
more tactics.
Using 8.5 and 8.4 tactics,
retailers in these
crowded markets are
pushed to explore more
opportunities to
generate revenue.

19. Summary: Test five basic moneymakers
Segmentation
Welcome series
Remailing
Cart recovery
Post-purchase
> Continually track and benchmark your success

20. @BrontoEurope
Thank you!