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Customer Retention. Automated

The State of Data Integrations

Posted by Enelda Butler on Oct 2, 2015 9:33:37 AM
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We asked leading online retailers to describe the current state of the data integration between their eCommerce platform and email marketing software. We discovered that 43% of respondents only have basic integrations, which is going-forward customer and basic purchase data. Additionally, only 21% of retailers reported having enhanced data integrations, or historical and going-forward customer data with full purchase data and product details. 

Retailers have the option of going beyond these simple integrations by collecting historical and ongoing customer, product, purchase and transactional data to power data-driven retention marketing solutions. Our platform takes this one step further by augmenting this data with predictive intelligence such as product recommendations, predicted order dates, projected replenishment dates, and more.

However, less than 3% of online retailers are leveraging enriched integrations that include demographic and browse data. This information, especially browse behavior, can help you get to know your customers better than ever before.

With an understanding of customer browsing activity, you can figure out what appeals to your audience and develop targeted marketing to entice them to make a purchase. This tailored messaging can have a big impact on your bottom line. In fact, in comparison to regular promotional messages, browse abandonment emails see a 4x lift in conversion rates and a 6x rise in revenue per email.[1]

Also according to the survey, less than 3% of online retailers are leveraging predictive data in their integrations. Predictive analytics can be powerful for creating tailored marketing campaigns for your customers.

For instance, our client Pennington & Bailes, an apparel retailer specializing in high quality, classically styled clothing (and maker of our green pants), leverages predictive analytics to reach potentially churning customers. They used this data to create two Win-Back campaigns, one for 1x - 2x purchasers and one for 3+ purchasers.

They utilize the predicted order date field specifically for their 3+ purchasers. As long as a customer has purchased from a retailer three or more times we can forecast, automatically, when they are likely to place another order. Using this data field, Pennington & Bailes sends an email to this segment based on each individual’s personal buying habits. The predictive Win-Back campaign for 3+ purchasers has exceeded expectations, garnering a 39% open rate and an 8% click rate.

For a closer look at Pennington & Bailes' predictive marketing strategy, including access to the email examples and results, download the full case study.

To learn more about the latest retention marketing trends in the eCommerce industry, download the 2015 Retention Marketing Survey.


[1] https://www.experian.com/assets/marketing-services/reports/ccm-bestpractices-remarketing.pdf

Topics: Customer Retention, Best Practices

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