light bulb and coin stacks

Attribution: The Missing Link Between Marketing Performance and Business Results

Modern marketing technology has enabled marketers to deploy an array of campaigns and programs with ease, allowing them to reach new and existing customers across multiple channels and devices.

The problem is, with so many campaigns in play targeting various segments of customers online and offline, it can muddy the waters of attribution. Trying to figure out exactly which campaigns, segments, or channels are helping move the needle in terms of revenue becomes quite complex.

Your customer engagement platform’s capabilities may enable you to execute whatever campaigns your ambitious marketer heart desires, but without attribution, how do you know which marketing efforts are most effective at driving revenue? Which result-bearing areas deserve more budget allocation? Which losing initiatives should be de-prioritized or dropped altogether? And most importantly — which parts of marketing are producing business outcomes for the company?

To answer these questions, you need to have greater visibility into marketing’s day-to-day impact on revenue.

Putting Marketing’s Impact on Revenue Front and Center

To track performance and business impact, most marketers employ some form of attribution, in addition to looking at more strategic KPIs. According to Google, “76% of all marketers say they currently have, or will have in the next 12 months, the capability to use marketing attribution,” with many already using Google Analytics or a similar provider.

But often these sources for attribution are not front and center for the marketer. Higher-level analytics and data may be housed in different silos across the organization or inaccessible to most marketers interested in viewing the revenue impact of their day-to-day efforts.

In fact, “25% of marketers cited structural and organizational challenges as the No. 1 reason they haven’t adopted data-driven attribution” (Google).

To make revenue attribution immediately accessible for you and your marketing team, you’ll want it visible within your customer engagement platform. This puts the imperative information you need right where you do your most critical work, allowing you to make better decisions about current programs and strategies quickly.

Learn how the Emarsys Summer '20 Release can help your brand accelerate business outcomes through revenue attribution.

Immediate and Visible Attribution

There’s great value in providing marketing with immediate and visible attribution — specifically, revenue attribution. The reasons for this are twofold.

Practically speaking, visible revenue attribution enables you to see the direct correlation between marketing efforts and the company’s bottom line.

There may be a part of you that geeks out on the granular details of operational and channel-specific KPIs. But those data points won’t mean much to your CEO or the rest of the C-level suite who are focused on business goals of growth and revenue. In other words, having a real-time view of how day-to-day marketing is impacting revenue is more essential (and meaningful).

Another reason: Morale. The ability to see which campaigns brought in more revenue — and to what extent — can do wonders for helping your entire marketing team (including the designers, writers, and other creatives involved) see exactly how their work is driving results for the company. Compare this to a traditional approach, which relies on using campaign metrics as the sole indicator of a campaign performance.

Marketing team members feel more vital in keeping the lifeblood of the business pumping when they see the email program they worked on — enriched by their carefully designed visual assets and diligently crafted email copy — has generated real dollars for the business. If this information is shielded from marketing, or is too far away, or resides with a third party, your team won’t be able to see the fruits of their labor.

Better Allocation (Especially When Budgets Are Tight)

COVID-19 impacted businesses across the globe. In response, many organizations had to tighten and, in some cases, reduce their budgets, especially in marketing. Gartner reports that, “65% of CMOs and marketing leaders report [preparing for] moderate to significant budget cuts due to coronavirus-related disruption.”

If you’re that CMO or marketing leader challenged with optimizing your budget and getting the most value out of the resources you have, you must determine which efforts are the strongest in terms of generating revenue. You’ll want to focus on allocating more of the budget to the channels and programs that are demonstrating the best results and continue to drive profitable growth.

Visible revenue attribution enables you to make these decisions quickly and accurately, and in a way that aligns with the business’s overall goals. When tight budgeting is required — whether due to a global crisis or any other reason — the ability to quickly optimize budget allocation based on what is working gives you a greater degree of flexibility and agility.

Did you know the Emarsys Summer '20 Release has 26+ new features designed to help brands like yours drive revenue and growth?

Bridge the Gap Between Performance and Strategy 

Bridging the gap between operational, performance-based metrics and strategic business metrics requires marketing to demonstrate the impact of omnichannel customer engagement on business outcomes down to the individual campaign level. To do this, you must have better visibility into revenue attribution.

Performance and strategy share a common goal — so when your marketing department rallies to drive greater revenue impact, it is supporting the other functions of your business that are also focused on driving revenue. This makes visibility into attribution even more critical.

Since your customer engagement platform sits at the center of nearly everything you’re looking to do as a marketer, it should contain an accessible and actionable view of the revenue attributable to your efforts. Plus, a tight integration of revenue metrics in the platform makes it easier to prove the ROI of your campaigns.

With an eye on which campaigns, channels, and segments are adding dollars to the company’s bottom line, you can think and act more strategically to drive growth and revenue.  

Final Thoughts

Your customer engagement platform may be equipped to help execute a variety of omnichannel campaigns. Yet, if the revenue impact of those campaigns can’t be seen, you’ll face a greater struggle aligning marketing to your organization’s business goals, and earning your marketing team the credit it deserves.

One of the many reasons we’re excited for the Emarsys Summer ’20 Release is because, within the 26+ new features included, lies a key theme of helping marketers measure business outcomes through attribution. These features, integrated directly into the customer engagement platform, offer consistent in-platform reporting on exactly which channels, automations, and campaigns are bringing in revenue for the company.

Ultimately, whether your goal is better budget allocation, optimization of current programs to win and retain more customers, or accelerating business outcomes, you’ll need to have a clear view of how marketing impacts your company’s bottom line. And that starts with revenue attribution.

To find out more about how the Emarsys Summer ’20 Release can help your brand get better visibility into marketing’s impact on revenue, don’t miss this webinar

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5 Takeaways Learned from COVID-19’s Impact on Consumer Behavior and Global E-Commerce Trends

Marketers know that changes in consumer behavior and global trends are never truly predictable — they aren’t predictable now, with COVID-19 looming as the elephant in the marketing meeting room (or, if you’re like me, Zoom meeting), and they weren’t in non-pandemic times.

However, the savvy brand marketer, with the right data and information, can identify patterns and glean insights that enable them to adapt to these changes, take action, and accelerate business outcomes.

In a recent webinar, Alex Timlin, SVP Verticals, Emarsys, and Matthew Furneaux, Global Commercial Director, Loqate (a GBG Solution), went in-depth and analyzed the recent changes in global trends and consumer behavior impacting retail and e-commerce throughout the world.

Here are five key takeaways these experts shared during the webinar, in their own words:

1. Every region, category, and retailer have been impacted differently

“Across different parts of the economy, we see different impacts. Not all retailers are experiencing the same thing at the same time.”
“What is very telling is, both in the US and here in Europe ... and throughout the rest of the world, online sales are booming. But there is a big difference in those growth rates regionally, as this kind of moves in different phases, [and], most importantly, in terms of categories.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

2. Consumers — not businesses — are firmly in control

“We’re not living in an age where businesses are in control of making people do things. We're living in an age [where], now more than ever, consumers are in charge of which brands they engage with and which methods they engage with.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some businesses are experiencing an unexpected surge in orders, which is stressing their operations. So making sure that you're capturing customer information in a way that you can use that and deliver to your customers, and meet their expectations, is absolutely critical.”

Want to hear more from industry experts about changes in consumer behavior and global macro trends caused by COVID-19?

3. Brands are doubling down on digital to stay connected to customers

“What we are seeing [now are] actually increases in digital communications. There are more emails being sent, more emails being opened, [and] more emails being clicked than any other time — other than Cyber Week 2019, which was a global record.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“We're just seeing some really good examples of where brands are maintaining the relationship with customers through social, keeping a web presence, keeping the conversation going and keeping that personalization going, even if there are no transactions [happening].”

4. The boom in digital has permanently expanded the online market

“The total addressable online market is obviously expanding enormously during these different times, but I think when it starts to contract back again … I think that addressable online market will be bigger than it was when we came in [to these times] ... It’s going to be required of online retailers to be ready for that.”
“For the very first time, we've got a very, very large increase in the digital population. And it's not just coming from a new generation ... It is coming from some established patterns of behavior within different generations really shifting towards the digital realm.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

5. To be successful, brands must adapt and respond to the new generations of online shoppers

“It’s going to be required of online retailers to … make sure it's simple for that older generation, or that less tech-savvy generation, to be active online. Make it easy to pay, make it easy to find what you want, make it easy to check out — something as simple as just entering your address. Make it really, really simple for those groups ... I think they'll stick with it, because they'll find it convenient.”
“Online population has just grown exponentially through a forced event on a global scale. How brands respond to this is going to be increasingly about how they look at those consumer trends and how they adapt to them to make sure that they're linking what their customers are looking for with what their business is looking for, and adapting their marketing strategies accordingly.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

Final Thoughts

While the initial threat of COVID-19 slowly (but not completely) begins to wane, stores across the globe are reopening. Although some of the more radical and drastic changes happening in consumer behavior and global trends will begin to balance out, one thing is for sure — retail and e-commerce will never be the same.

To gain an even deeper sense of the true impact of COVID-19 on retail and e-commerce — including a look at the specific businesses and categories most impacted, and where new revenue opportunities exist for your brand — check out the full webinar.

We’ve seen unique trends across ALL industries and product categories. Find out which trends are fleeting, and which are here to stay.

Lights moving fast

How Retail and E-Commerce Brands are Finding New Opportunities in Their Data Sets (and Driving Business Results)

You’ve probably experienced what feels like a whirlwind shift in marketing over the past several years. All brands have.

It’s an evolution spurred forward by advances in marketing technology and sophistication of data. As a marketer, your goal is to take advantage of these changes so you can continue to build trusted, loyal, and lasting customer relationships and accelerate business outcomes for your brand.

Yet, just when it seemed that marketing couldn’t evolve any faster, a global pandemic set in, further altering how retailers and pure play e-tailers must engage customers and drive revenue and growth. Speed-to-market, agility in execution, and a robust digital strategy are essential.

In this webinar, we explored how brands can thrive in these ever-changing conditions by turning their existing data sets into revenue opportunities — quickly. Sometimes it’s better to hear valuable information directly from the sources, so to recap the webinar, here are seven key takeaways, as shared by:

  • Alex Timlin, SVP of Verticals, Emarsys
  • Ross Williams VP Retail, Emarsys  (former Digital Customer Experience and Digital Product Director of N Brown Group & Tesco)
  • Carolyn MacKenzie, Managing Director, Forever New
  • Lynn Barrett, Chief Digital Officer, National Tiles

 

1. Marketing has shifted to be more customer-centric

“Things have moved quickly [in marketing] ... And it’s moved even quicker in the last three months. Customers’ expectations are continuously being raised by the industry leaders who set the new normal. Customers expect the businesses to be communicating and serving them consistently across all channels they operate in, and often new channels as they come available.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys
“Consistency and timeliness are the key to offering excellent customer experience that customers want and deserve. From a business perspective, it’s really important right now [and] will continue to be going forward, so you can respond and adapt quickly to the current situation and the continuously changing situation.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

2. Consolidate your customer data

“Getting your data into one place is one of the key opportunities that people have. Where you put it is less important than how you make sense of it.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“[Certain] point solutions may solve an immediate need, and a silo challenge, but [they’re] not going to enable you to get insight to making decisions and executing on those decisions in a timely manner … [or] in a personalized way at a speed that’s necessary to adapt to changing consumer needs.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

3. Successful implementations are focused on business objectives, not the tech itself

“The successful [data] implementations aren’t really focusing on the technology and the technology capabilities, they’re really focusing on the problem they’re looking to solve for. And the brands are really being clear about: ‘What’s the business outcome we're looking to achieve, and how will we measure success?’”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“The technology isn’t as important as the problem… Be clear about the problem you’re solving for, and how your business is looking to measure success. It’s the responsibility of your agencies, partners, and vendors, and [teams] to look at, ‘What are the different opportunities we have at solving for these problems to help us hit those metrics and milestones that the business has set out?’”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys

Want to turn customer, product & sales data into new revenue opportunities, FAST?

4. Get more out of your customer behavior data by being proactive (not just reactive)

“Look at the browsing and abandoned cart behavior to recognize: Are there certain products that are being abandoned? ... Certain products being browsed? [This] really allows [brands] to capitalize and double down on some of these initiatives to squeeze every amount of performance from them.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“From my time being client side, a really high value, advanced use case is: Using AI to predict when people are going to exit, and moving from reacting to people exiting to predicting it in real time so that you can persuade that customer actually not to exit, and [instead], complete their purchase. Moving to predicting rather than reacting can be massively valuable, and to do that, you need to leverage AI.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

5. Brands benefit by focusing on customer lifecycle opportunities

“We are seeing more and more of our clients look for opportunities inside of the customer lifecycle… First-time-to-repeat-buyer programs are one the most impactful programs that we have, [though] it's often the most difficult metric for marketers to influence.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some of the most advanced brands we’re working with are starting to integrate their [customer] loyalty and rewards communications with their marketing communications. The benefit from this is it can help to incentivize customers with less indiscriminate discounting because you can offer rewards instead of discounts. It’s a growing trend we’re seeing.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

6. As demand and supply chains fluctuate, massive opportunities lie in your product data

“There is a huge opportunity in working with product data… The demand for these programs have been off the chart because of the current climate. If someone is looking at a product and hasn’t bought it, if that product comes back into stock, or if that product changes in price, those are automated feeds and automated behavior that are actually quite simple to pre-package and leverage."
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP Verticals, Emarsys
“Some of the valuable examples that we’ve seen in our client base of actually executing on this [product data] are identifying products that sell well or categories of products that sell well, and then automating recommendations off the back of that.”
Ross Williams, VP Retail, Emarsys
Ross Williams
VP Retail, Emarsys

7. Better use of data helps brands be more efficient, agile, and profitable

“With Emarsys, we have been able to unify multichannel customer data, honing in on specific customers across every channel. Harnessing the power of automation and artificial intelligence to drive efficiencies and accelerate business outcomes has helped us to grow Forever New in a more profitable way.”
“What we did at National Tiles took months, not years. We found new, agile ways of working using incremental, iterative work sequences to continuously improve and react to unpredictable changes in the environment and consumer landscape.”
national tiles logo
Lynn Barrett
Chief Digital Officer, National Tiles

Watch the full webinar and get all the insights

For businesses to respond in times of economic change or uncertainty, they need to be empowered to discover opportunities for revenue and growth whenever and wherever possible. As we learned in the webinar, brands that can get the most out of their customer, product, and sales data are strongly positioned to find these opportunities (and turn them into business results).

But Alex and Ross offered many more actionable insights throughout the webinar — too many to share in this post. If you’re interested in learning more about how your data sets can be used to accelerate business outcomes for your brand, watch the full webinar here.

 

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Top Brands Reveal How to Drive Engaging Customer Experiences and Business Results with First-Party Data

Perhaps now more than ever, CMOs and marketing leaders are getting lost in the cacophony of hype around first-party data.

This data — they’re told — is pure gold when it comes to marketing. The manner in which they engage customers going forward (and whether or not their brand will successfully make the transition to omnichannel, which is imminent for the retail industry), may very well depend on how they leverage this precious asset.

The implications of this can be quite intimidating.

To help navigate the hype, the American Marketing Association recently hosted a CMO webinar to explore how brands are leveraging first-party data to drive engaging customer experiences and business outcomes. In the webinar, we hear from:

  • Leandi McMurphy, Director of Marketing for outdoor grill brand Char-Broil
  • Charlie Cole, Chief Executive Officer of FTD, a leading floral retailer with subsidiary brands like ProFlorist
  • Alex Timlin, SVP of Verticals at Emarsys.

These guest speakers share knowledge on how brands can best approach first-party data to create better experiences for customers, and ultimately, better results for the business.

Check out these four key takeaways from the webinar. They may permanently alter the way you think about first-party customer data and how your brand should leverage it to increase customer engagement.

1. Successful Brands Embrace Consumer-Led Marketing

Traditional customer communication was something like this: You had a list of your customers, you created a coordinated marketing message, and you blasted that message out to those customers across a certain number of channels. You would measure the direct response, and that would tell you something about the efficacy of your efforts.

But customer expectations (and customer behavior) have changed.

“If we’re looking at the average marketer and the average piece of technology they’ve got right now, it’s almost impossible to make sure that a customer goes to where you want them to go. Customers are fragmented in terms of where they spend their time and how they interact with your brand... Our customers are everywhere, but they’re very, very demanding, and they’re expecting a really personalized and really informative experience at all [the] different touchpoints.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP of Verticals, Emarsys

What consumers expect from a brand’s communications, and where they expect and want that engagement to occur (traditional channels, web, social media, etc.,) has necessitated and therefore driven the rapid emergence of new marketing technologies.

Now, to secure the loyalty of their current customers and win new ones, the marketer must be more savvy, more deliberate, and most importantly, more personalized with their approach.

“[Most marketers] are familiar with the idea of wanting to grow and retain customers and retain their loyalty. But what we do find is that customer data has to be tied to marketing execution.”
Alex Timlin, SVP Verticals, Emarsys
Alex Timlin
SVP of Verticals, Emarsys

A human- or customer-first perspective should inform the way you act on your data and the marketing use cases you execute. A good rule of thumb: If you were in the customer’s shoes, what kind of engagement would you like to receive from the brand? Being mindful of the messages you’re sending to customers is especially pertinent in the wake of COVID-19.

Be sensitive to the current situation, and make sure that, if you have a message, make sure it’s relevant to consumers during this time frame. This is where the human-first marketing element is so important.
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

CMO Webinar | How Brands are Leveraging First-Party Data to Drive Engaging Customer Experiences and Business Outcomes

2. First Create a Business Case, Then Focus on Your Data

“So many people pursue data for data’s sake... [create] a business case first, or more importantly, identify the problems you want to solve, and then decide what your data infrastructure should be.”
Charlie Cole
Charlie Cole
CEO, FTD

Before you get too focused on data, it’s important to create a business case that’s winnable. How do you intend to use data in order to achieve better business outcomes for your organization?

Is the aim to generate more value from the customers you already have (so you don’t have to spend money acquiring new ones)? Are you looking to increase engagement and drive revenue without having to send even more emails (through better targeting, segmentation, and personalization)? Brands that succeed will decide on their end goal, and figure out how first-party data will aid them in achieving it.

“Start with an easy win, look at your data [and] identify a way that you can use that data and create predictable business outcomes… [Create] business cases in an area that you know very well from a tactical perspective, and then use data to bring it to the next level.”
Charlie Cole
Charlie Cole
CEO, FTD

3. When Pitching the Business Value of First-Party Data to Stakeholders, Be Practical in Your Approach

Some may tell you to invest in marketing technology now to help you pursue and consolidate data, even without a specific business goal or outcome in mind, because it’s more important to simply have the data. You can always figure out how to leverage it later. Not only does this pursuit risk your time and resources, but it’s much less likely to hold water with your C-level leadership.

“If you’re going to be able to take a business case and sell that [to] upper management... you’re going to have to have very clear and actionable items for how you can leverage the data and how it’s actually going to impact the business in a positive way. Especially if you’re sitting in front of a CFO, because they will always want to know the actual ROI from that.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

It’s important to consider that, while the marketer in you may leap at the notion of having more and more first-party data, your CFO may raise an eyebrow at the idea of investing in more three-letter-acronym tech to capture, organize, and potentiate this data if it doesn’t align with a bottom-line business result in an immediate, obvious way. 

“If you look at what each business is trying to achieve, they’re trying to be able to engage their customers more, to be able to at the end of the day drive more sales. That is something we can all find a good anchor point in. So always start with that specifically.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing, Char-Broil

Successful brands know how their customer engagement platform will serve their overall business objectives of increasing sales and driving revenue.

4. Successful Brand Marketers Use Data Wisely (and Avoid Unnecessary Complications)

As the lines between online and offline retail blur, the way that customers come to know and engage with your brand changes, which impacts your customer lifecycle, lifetime value, and data.

Now, customers interact with a brand at various stages and points over time across increasingly fragmented channels. Brands can end up with a scattered wealth of behavioral, identity, purchase, and product data. The brands that are most successful with leveraging their data understand that it’s important to bring these disparate sources together in a single, coherent view of a customer, and then use the data wisely.

“Even with a fragmented data set, if you can think from a consumer’s point of view, you can do some special things.”
Charlie Cole
Charlie Cole
CEO, FTD

With access to this kind of data, there’s a potential of becoming too hyper-focused on maximizing the data, and then losing sight of your long-term marketing goals, the company’s overall goals, or even the consumer’s relationship to your brand. Aim for balance and judiciousness in your use of data, avoid unnecessary complexity, and remember the organization’s broader business goals.

“My keyword for 2020 is balance, and especially in marketing… [Being] hyper-focused [on] data can often create a scenario where you lose sight of the larger audience opportunity, the scale that you need to drive the amount of sales that you need, and simply create complexity for complexity’s sake.”
Leandi McMurphy
Leandi McMurphy
Director of Marketing

Discover How Leading Brands Use First-Party Data to Deliver 1:1 Customer Experiences and Accelerate Business Outcomes

What Will First-Party Data Do for Your Brand?

Now is the time to think deeply about what opportunities customer data will afford you and your brand, why it’s business-critical (when used correctly), and how you will make a business case for leveraging it responsibly to achieve better business outcomes.

Those who attended the webinar know these 4 takeaways were just the tip of the iceberg — there were many more powerful insights that could be gleaned from the full presentation.

If you weren’t able to join the webinar, but would like to learn more, no problem. You can access the full webinar recording in its entirety here.

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ShopifyPlus-Sumner-Bray

How to Reclaim Your Time with e-Commerce Automation: Shopify Plus [Video]

This article features content from Revolution 2018. Join us for in London March 2020 for our next event. Interested in learning more? Click here.

There are 600k+ merchants on Shopify at large, and 4,000+ using Shopify Plus. According to Tim Sumner, Solutions Engineer at Shopify Plus, the average growth for Plus merchants is 126% and 274% for their top 20 merchants. With top brands on their platform including Gymshark and Kylie Jenner (who generates 10k+ orders per minute), the Shopify network is arguably the most powerful, popular, scalable e-commerce platform in the world.

Anna Bray, UK Marketing Lead, recalls an all-too-common situation for marketers: we’ve all been there — staying up late to push a product live, launch a campaign on time, or manually pull together a performance report. Time is our most precious commodity, and many marketing teams are allocating too much time to menial, repetitive tasks that should be automated. Instead, as the duo describe in their Revolution presentation, it’s time to use e-commerce automation efficiency tricks that will start saving time, make better use of your money, and increase revenue. They discuss finer points of e-commerce automation including using triggers, conditions, and actions, and share more tips on growing your e-commerce business.

Watch Tim and Anna’s full-length, 26-minute presentation:

Screen-Shot-2019-02-21-at-9.57.32-AM-1

"There's loads of aspects about business that we should be able to put on autopilot. There's three keys to growth: save time, save money, and sell more... the irony of high-volume high-growth e-commerce is that sometimes the more you sell, it can end up being your own worst enemy. Every day you're faced with a flood of tasks and processes. As your business scales, things start to break down. To compensate, we either hire more people to plug the gaps, or we figure out some slightly crappy workaround. We end up sacrificing what's important and end up focusing on what's urgent, even if that's literally just pushing buttons. [This is] why we're so obsessed with e-commerce automation."

Anna Bray • U.K. Marketing Lead, Shopify Plus

twitter“There’s loads of aspects about business that you should be able to put on autopilot,” says Anna Bray of @ShopifyPlus CLICK TO TWEET

Remember to keep the 3-step logic in mind during ideation and when creating your automations. The order is placed, initiating a trigger, prompting a condition and then, lastly, an action.

3-step logic

Among other points, Tim and Anna share how Shopify Flow, Launchpad, and Shopify Scripts lets you easily automate tasks so you and your team can focus on creativity and drive more revenue. They also explain how anyone — ops, customer support, design, marketing, web development, and others — can benefit from e-commerce automation. They share how several brands including Saski Collection, Interline, 100% Pure, and Gymshark leverage the platform to do remarkable automation at scale.

In summary, when thinking about automation: list and prioritize your tasks, prioritize optimization/automation of daily tasks, conquer repetitive tasks first, and go after the tasks that aren’t scalable.

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How Alcohol Delivery App Drizly Personalizes Their Mobile Marketing [Video]

This article features content from Revolution 2018. Join us for in London March 2020 for our next event. Interested in learning more? Click here.

Drizly, a U.S.-based alcohol delivery app/marketplace, serves as an intermediary between 900+ retailers and consumers from around the world. Drizly works by signing up retailers, aggregating inventory, then providing a transparent and highly personable experience for the end consumer.

The CRM team at Drizly has three goals: convert new users, drive repeat use, and build the brand.

At Revolution 2018, Scott Braun, CMO at Drizly, and Erin Azar, Global Product Manager at Emarsys, discussed how Drizly is working to achieve these goals with the Emarsys platform.

Watch Scott and Erin’s full-length, 28-minute presentation:

Video Thumbnail

Highlights and details

Scott Braun, CMO, Drizly

► (2:23) CRM at Drizly

► (6:35) Measuring effectiveness with RPC (revenue per communication)

► (7:49) Use cases: price drop campaigns, new store notifications, active buyer, driving brand

► (12:38) What’s up next for Drizly? Weather personalization, sports personalization, geo-location

Erin Azar, Global product Manager, Emarsys

► (15:26) Price drop

► (17:03) Relational data segmentation (creating the “who”) and send time optimization (the “when”)

► (19:38) Rich media push messages

► (20:54) Use case: “Make it rain”

► (22:51) Drizly’s rich media push and in-app messages

► (24:03) Emarsys’ 2019 product roadmap as it relates to mobile (in-app messaging, inbox, geo-location)

Drizly keeps their customers in high spirits

Prior to partnering with Emarsys about a year ago, Drizly had sent the same mass email to every customer every Friday. But by partnering with Emarsys, Drizly is now able to focus more on treating each customer as an individual with more personalized messaging. In addition to sending more personalized ad hoc emails on Friday, they’ve started sending segmented emails (3x more effective than ad hoc), triggered emails (6x more effective), and most importantly push messages (24x more effective!).

Push messages have become increasingly important to Drizly’s mobile strategy because a lot of transactions are happening through the app. Knowing there was a need to improve their mobile strategy, Drizly turned to Emarsys. With Emarsys’ mobile technology, Drizly is now able to send rich push messages and in-app notifications — backed by a layer of AI — to further personalize the experience.

What’s on the horizon for the world’s most progressive alcohol delivery service? Weather personalization, sports personalization, and geo-location customization to align messaging when and where customers want to get their drinks.

Interested in learning about other customers finding success with the Emarsys platform? Check out other stories here.

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Creativity? Checked!

How to Upgrade Your Retail Emails with Data-Driven Creative

Marketers across industries agree that one-size-fits-all emails are a practice of the past, yet many continue to leverage only surface level data to tailor content while sitting on a wealth of unlocked data. In a crowded industry like retail, you must create a customer-first narrative that builds brand affinity, and intelligent, data-driven creative is the key to pulling it off.

Use Data to Connect with Your Most Loyal Customers

Your loyalty program emails are an obvious first step in leveraging data in intelligent ways. What behaviors lead to customer advancement in your program? Is it the number of visits? Or points earned? If you deploy a monthly statement email, present each customer with moment-of-open points or rewards earned, tier level, and recent activity, just as they’d expect from the logged in state of your mobile app or website.

Bring each customer’s lifecycle status to life with an on-brand progress bar in any format — radial or linear, animated, or static. Reinforce how rewards can be used with product grids that are personalized to rewards level and layer on product affinity logic. And don’t stop at your regularly scheduled statement email! Show value to your most loyal subscribers at every touchpoint. Promotional messages can include a subtle reminder of tier level, points earned, and progress towards a reward. Offers can be eligibility flagged, ensuring that even broadcast messaging includes tailored content that rewards your most valuable customers.

This anniversary email from DSW celebrates the customer with a personalized story of the customer’s milestones with the brand — from years ‘together’ to the number of purchases and dollars-saved presented in branded fonts with custom styling.

DSW Personalization

Ensure Data is Used in Relevant Ways

Be deliberate when you present customers with information about themselves. While customers do expect some of their digital and in-person footprint to be tracked, you should never present material or content if it serves no purpose. If individual customer data is not clean, think about broadening the targeting.

For example, a national health gym called out the average number of monthly visits to the customer’s preferred studio when it did not have the customer’s visits on file. The data point, while not personalized to the individual member’s visit, was still relevant based on location. It also encouraged participation with the brand (and, in this case, to schedule a class).

Mack Weldon wanted to thank their most loyal customers with a personalized infographic that highlighted each individual’s key touchpoints, milestones, and purchases.

MACK WELDON

Bring Your Inventory to Life

Behavioral data and content can be leveraged across all touchpoints, not just contained to behaviorally-triggered messages. That means at moment-of-open, subscribers can expect messaging and content that is most accurate to their most recent behavior, regardless of the program type.

If a customer browsed black wedge heels within the past two days, present that customer tailored product recommendations upon their next broadcast email open. If the heel was purchased, follow up with complementary products that encourage the next behavior and continue the experience with your brand. Tapping into behavioral data and pairing it with product feeds via APIs ensure accuracy and relevancy leading to a boost in performance.

In addition to thinking about customer behavior, think about what you know about your inventory or site-wide performance. Trending products, total Instagram likes, or inventory remaining helps build customer urgency and desire and prompts individual action based upon holistic audience action.

Dorothy Perkins leveraged social proof (number of clicks and views) to drive urgency around their most popular products. They also used weather as a data point to encourage product interest and relevancy. Even brands that don’t have a wealth of customer data can still create these kinds of relevant experiences that drive behavior!

Don’t Overlook Testing

Never forget to test. If leveraging customer, contextual, or behavioral data is new to your program, create a test plan with attributable KPIs.

You may find that subtle messaging regarding customer preference outperforms explicit call outs. Or you may find that customer-first narratives work well in triggered emails over broadcast. It’s important to test and iterate — and of course, to rinse and repeat.

When Finish Line wanted to try a new abandoned cart banner in their emails, they used live optimization to figure out if the treatment was effective and saw an 11% increase in click-to-open rate.

Finish Line

Final Thoughts

Data-driven emails help to build better connections with loyal customers, create more relevant interactions, match customer browsing or buying behavior with marketing content (e.g., embedded, dynamic product recommendations), and perform testing to continuously iterate and improve.

Ultimately, integrating greater intelligence within your email marketing approach and using customer data to inform everything you’re doing will take you to the next level. ◾

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To learn more about how leading retailers are using intelligent creative to drive results, check out the eBook, Movable Ink for Retail.

About Movable Ink

Movable Ink helps digital marketers create visual experiences that move people. More than 600 of the world’s most innovative brands rely on Movable Ink’s visual experience platform to automate the creation of unique on-brand experiences for each consumer across email, web, and display. With more than 250 employees, the company is headquartered in New York City with offices in San Francisco, Chicago, and London. Request a demo or learn more at movableink.com.