Customer Loyalty, Marketing

How to Use AI to Predict Customer Churn

by Gayle Ryan on September 26, 2018

How to Use AI to Predict Customer Churn

Marketers have long struggled to understand more about and manage customer churn. Find out which customers have churned, the cause for churn, and, most importantly, how to prevent these customers from churning in the first place are invaluable insights, but marketers have always needed to conduct expensive surveys or try different approaches to answer these questions. If you use AI to predict customer churn, however, you can finally gain the insights and answers you need. Better still, AI can help you intervene to prevent these customers from leaving your brand in the first place.

Retain customers with best-in-class experiences

Customer retention is all about creating memorable and seamless customer experiences throughout the entire customer journey. Regardless of your business model or products, everything from the first point at which the customer discovers your brand, through to the first purchase, and extending into customer service and repeat purchases needs to align with the consumer’s expectations. When the customer experience breaks down or results in a negative interaction, the customer is at risk of churning.

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Email, Marketing

5 Abandoned Cart Email Examples for Arts and Culture Marketers

by Gayle Ryan on September 20, 2018

5 Abandoned Cart Email Examples for Arts and Culture Marketers

Adding items to an online shopping cart is a crucial touchpoint in the customer journey because it indicates the website visitor is very interested in purchasing this particular ticket or product. However, it’s also a point at which many sales are lost – 69.9% to be exact. To recover these lost sales and re-engage customers and website visitors, marketers have turned to the abandoned cart email. There are still many questions about how to design an abandoned cart email that works, however, especially for the arts and culture industry, where consumers are purchasing an experience. Drive more sales with our design best practices and get inspiration from real abandoned cart email examples for arts and culture.

Start with your goals

The first step to designing a great abandoned cart email has nothing to do with design at all – it begins with outlining your goal. To create an email that will deliver the results you are looking to achieve, you need to identify the action you want your customers to take next. Most of the time the goal will be to get these customers to return to the cart items they abandoned and make a purchase, but you may also want customers to choose other dates, take advantage of a discount or offer, or browse other shows. Once you’ve identified the action you want to drive, you can choose the template and design that fits your goal.

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Email, Marketing

3 Abandonment Emails (Other Than Abandoned Cart) to Re-Engage Your Site Visitors

by Gayle Ryan on September 10, 2018

3 Abandonment Emails (Other Than Abandoned Cart) to Re-Engage Your Site Visitors

Most organizations that sell online are aware that abandoned cart emails are a great way to recover lost sales and re-engage customers that failed to complete their purchase. There are many tools, tips, and best practices that help marketers optimize their purchase rates and drive more sales with abandoned cart emails. However, very few marketers are leveraging all of the other abandonment email types. As a result, they are missing out on countless opportunities to personalize content for their audience and re-engage potential customers with offers that truly resonate. In this post, we’ll cover the other types of abandonment emails you need to round out your abandoned cart email strategy. Here are the types of emails you need to introduce to drive better results from your recovery efforts:

Abandoned site email

When a consumer visits your website, browses a few pages or spends time looking at the homepage, and then leaves the site without making a purchase, this is an abandoned site visit. While it’s normal for only a percentage of your site traffic to convert, it is still essential to use re-engagement strategies with site visitors. There is a much higher likelihood that you will be able to convert an existing site visitor over a new consumer because the site visitor has indicated some level of interest in your brand or products. Additionally, you have likely spent advertising dollars to drive this person to your site, and you can recoup your investment by re-engaging the visitor with the right messages.

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Email, Marketing

What is an Abandoned Search Email?

by Gayle Ryan on September 5, 2018

What is an Abandoned Search Email?

One of the difficulties marketers struggle with most is increasing purchase rates among their site visitors. Marketers spend advertising dollars and create campaigns to drive more traffic to their site, but they struggle to get more of these site visitors to purchase once they are actually on the website. Enter the abandoned cart email, which has become a favorite among marketers for its ability to drive higher purchase rates by merely reminding consumers of products they added to their online shopping carts. Now that abandoned cart emails have become a standard practice of e-commerce marketing, however, marketers need new strategies to re-engage site visitors and increase purchase rates. One of these strategies is an abandoned search email.

Abandoned search email defined

A website search, which is when a site visitor uses the site search tool to browse for a specific product or category is a critical point in the path to purchase because it indicates the site visitor has high intent to buy a particular item. An abandoned search occurs when the site visitor searches for a product and then drops off the site. Unfortunately, marketers often overlook re-engagement at this moment of truth, and most site visitors who perform a search and drop off are never recovered. What can marketers do to re-engage site visitors that search for a product but fail to convert? They can send an abandoned search email.

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Email, Marketing

5 Tips on How to Use Abandoned Cart Emails to Increase Sales

by Nicole Shum on August 9, 2018

5 Tips on How to Use Abandoned Cart Emails to Increase Sales

According to the Baymard Institute, which aggregated over 40 different studies on car abandonment, 69.9% of online purchases are not completed. This high rate of failed purchases is likely no surprise to you; your website results are probably showing similar trends. There are many reasons that abandoned carts exist; people are easily distracted and leave their main browsing window, they may not feel a sense of urgency, and often they simply forget about the items they were browsing, ultimately failing to complete the purchase. In a world where online purchasing is taking over offline commerce, businesses cannot afford to overlook all of the instances where an interested web visitor fails to convert. Companies must understand that abandoned carts do not equal a lost sale, but rather an opportunity for recovery. For this reason, it’s critical that your team launch and optimize abandoned cart emails, and we’ve summed up a few tips on how to use abandoned cart emails to drive more purchases.

1. Focus on fewer cart items

A potential purchaser may have several things in their abandoned cart; however, instead of sending reminders about all of the items, it’s more effective to focus on one item at a time. Your audience gets confused when they are bombarded with a plethora of graphics and information in your emails, so direct their attention to only a couple of items at a time. By focusing on fewer things, you can also remind the email recipient of the most valuable or highest margin product in their abandoned cart, which drives more revenue for your organization.

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Customer Loyalty, Marketing

Marketing Tactics to Convert Single Ticket Buyers to Subscribers

by Gayle Ryan on July 24, 2018

Marketing Tactics to Convert Single Ticket Buyers to Subscribers

In any arts organization, every interaction plays a pivotal role in building valuable patron relationships. Every step in the customer journey, beginning with a website browse, to purchasing a single show ticket, to buying second or third tickets, gives you opportunities to convert your patrons into valuable subscribers. However, with so many different interactions and opportunities, it is often difficult to know where to begin and launching the initiatives that engage patrons can be a daunting task. Taking a phased approach will help. From market segmentation to campaign execution, to programs and events, here are the tactics you should launch to engage, intrigue, and convert single ticket buyers to subscribers.

Phase one – Launch segmentation, flexible price incentives, and calls to action

During the first phase of your subscription upsell initiative, you should not only focus on launching and testing new campaigns but also lay the foundation for the campaigns and offers you want to run in the future. It’s important to gather data and feedback that helps you gain a better understanding of your single ticket buyers, test new approaches, and plan for new processes and tools that will enable you to develop more complex upsell programs in the future. Here are some of the tactics you should consider if you are in the early stages of converting single ticket buyers into subscribers.

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Marketing

How Airlines Can Maximize Ancillary Revenue and Passenger Profitability

by Wojciech Gryc on July 5, 2018

How Airlines Can Maximize Ancillary Revenue and Passenger Profitability

In recent years, major airlines have significantly improved passenger profitability through ancillary goods and services, more nuanced seat fares, and better customer experiences. According to IATA, net profit per departing passenger is up about 5% from 2017 to 2018. However, airlines face a threat as ultra-low-cost carriers enter the North American domestic market. The coming years will see incumbent airlines struggle with profitability and revenue growth.

Airlines often overlook an area of opportunity, however. The information from customer event logs can be used to improve customer experience and drive passenger yields, most obviously through better pricing, but also through personalizing offers for goods and services, which will maximize ancillary revenue and passenger profitability.

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Customer Journey, Marketing

Why Museums Need Customer Journey Mapping

by Gayle Ryan on July 5, 2018

Why Museums Need Customer Journey Mapping

Museums are some of the most admired and highly regarded destinations in cities around the world, often using leading technologies to showcase some of the most valuable objects ever created. While they often attract visitors from far and wide, museums frequently have difficulty converting those visitors into members and donors that provide regular streams of revenue. Too many museums lack knowledge of their patrons, cannot consolidate and share information, and find it challenging to coordinate processes across teams. As a result, efforts to achieve KPIs around membership sales and donation growth are uncoordinated.

To develop strategies that will enable you to capitalize on the visitors you attract to your exhibits, you need to understand your patrons’ journey from awareness all the way through to donation and loyalty. Mapping your customer journey will provide this understanding and help you achieve your goals. Here are some of the results you can achieve, and why museums need customer journey mapping.

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Customer Journey, Marketing

Why Performing Arts Organizations Need Customer Journey Mapping

by Gayle Ryan on June 13, 2018

Why Performing Arts Organizations Need Customer Journey Mapping

Performing arts organizations face unique challenges when it comes to understanding what drives attendance, ticket sales, loyalty, and profit. With several different sources of revenue, the business model is complex and nuanced, and with a small target audience of affluent patrons, the stakes are high. To succeed, you need to have a deep understanding of your patrons, and for that, you need customer journey mapping.

Here are some of the key advantages you’ll gain from mapping your patron journey.

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Customer Journey, Marketing

What is a Customer Journey Map?

by Gayle Ryan on June 12, 2018

What is a Customer Journey Map?

If you’ve been tasked with creating a customer journey map, or if you have heard that creating one would be useful, you may be asking “What is a customer journey map anyway?”. Here is your answer.

Customer journey map definition

A customer journey map is an outline of all of the different touchpoints customers have with a particular business, brand, service, or product. The outline usually covers every stage, from when the consumer becomes aware of the product or business, to the point at which the consumer makes a purchase, and through to subsequent purchases or other transactions until the customer churns. Generally, customer journey maps outline the entire customer lifetime; however, they can focus on a particular stage in the journey as well.

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