The latest perspectives on data, sales, and customer success
Consumer-facing companies often face the struggle of not knowing enough about certain types of customers. While your most loyal customers will have lots of purchases, e-mail activity, and other data to inform your marketing team, this probably isn’t the case for a majority of your customers, particularly the ones that only have one or two transactions with you. These “middle ground” customers are usually missing just one or two data points to inform your segmentations or broader marketing strategy.
In our last blog post, we touted the benefits and popularity of one-click email surveys, particularly compared to traditional tools like Google Forms and SurveyMonkey. But how do these surveys perform in terms of engagement?
Online surveys typically suffer from low response rates (and even lower completion rates, especially if a survey takes more than a few minutes to complete). A University of Florida study found that online surveys are 11% less effective than mail/phone surveys, and response rates of 2% are not uncommon. The advantage, of course, is that online surveys cost very little to run, and give easy access to tens of thousands of respondents.
Given the benefits and ease of one-click surveys, they should theoretically see higher response rates than traditional surveys. Does this actually hold true? Read More
Every company wants to be asking customers how they can improve their products and deliver a better customer experience. This feedback is often collected through telephone calls, focus groups, or conference workshops. From our experience, the most common approach is a digital survey, where a customer receives an email asking them to fill out a long website-based feedback form. Read More
At Canopy Labs, we work with businesses of all sizes to power 1:1 product recommendations in emails and websites. The revenue and customer engagement benefits of personalization are clear – and the more you personalize, the greater the impact that personalization will have on your business.
Summer is well underway, and many businesses are beginning to promote Back-to-School sales. For marketers, now is the time to start planning for Black Friday and your marketing campaigns for the 2015 holiday season.
Black Friday continues to grow in popularity, with 2014 eCommerce revenue growing another 26% to reach $1.5 billion in the U.S. alone. Many of the businesses we work with generate nearly 50% of their annual revenue during the Thanksgiving weekend.
Marketers know that customer retention plays an important role in fostering customer loyalty and revenue growth. After all, if you are losing a large chunk of the customers you bring in every month, then your hard-earned customer acquisition efforts are being siphoned away by churn.
But how do you know if your recent marketing and retention campaigns are performing well? In aggregate, top-line metrics such as customer growth or total revenue tell you very little about your individual customers, and can even hide recent successes – or problems – in your acquisition or retention efforts. Are newer customers acting in a similar way as our customers have in the past? Do these new customers spend as much as past customers? How much are they likely to spend in their first year?
Canopy Labs is pleased to announce a detailed case study showing how we helped Vegas.com grow its revenue per e-mail by 28% within two months. Vegas.com is a world leader in the travel space, enabling Las Vegas visitors to book flights, hotels, shows, and more. Working with Canopy Labs has enabled Vegas.com to send fully personalized e-mails to individual subscribers, recommending specific travel experiences, events, hotels, and more.
The future of marketing automation, personalization, and other B2C marketing strategies is top of mind for many marketers today. Consumers are inundated with abandoned cart e-mails, product recommendations, personalized pricing based on their segments, and more. With so many diverse strategies, the “marketing technology stack” is also getting more complex and harder to manage. More and more marketing professionals are asking how personalization is set to change, and how it will affect their day-to-day work. Today, we’re sharing a few insights that help shed light on the future of marketing automation, personalization, and customer analytics.
One of the lesser-known features of the Canopy Labs platform is a RESTful API that enables you to query customer data aggregated from MailChimp, ExactTarget, Magento, Omniture, and whichever platforms we pull data from for your business.
This API enables you to run queries on any of the customer profiles we’ve built, or data sources that we’ve queried. Today, we’ll show you how to get a customer list using the Canopy Labs API and query a specific profile to get a customer’s activities.
One of the most common challenges we come across when talking to businesses is the need for a unified profile of each customer. A 360-degree view of your customers affords you the ability to respond to, and optimize for, each customer’s context and journey. Building this view can come with technical challenges, but the investment often leads to happier customers, more frequent purchases, and ultimately more revenue for your B2C business.