Customer Journey, Marketing

Why Museums Need a Lifetime View of Patrons

by Sammy Lau on August 9, 2016

Museum Patron LTV

Picture the last time you visited a museum, whether in your city or on a recent vacation. You probably went online to check opening hours, exhibitions, and ticket prices. You arrive at the museum, wait in line to purchase your tickets, spend a few hours viewing the collection, and stop by the museum store on your way out. You might find there’s so much left to see, you join as a member so you can come back again soon.

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Well.ca Grows Revenue Per Email By 129% Through 1:1 Recommendations

by Sammy Lau on July 18, 2016

Well.ca-Laptop

Canopy Labs is excited to share our latest case study with Well.ca, Canada’s largest online destination for health, wellness, beauty and baby essentials. Canopy is proud to work with Well.ca, which has grown revenue per email by 129% through personalizing its emails with 1:1 product recommendations.

“Partnering with Canopy on 1:1 product recommendations was a natural fit,” says Rebecca McKillen, CEO of Well.ca. “The revenue growth has been impressive, but most importantly, it gives our customers a more personalized and engaging shopping experience.”

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How Dermalogica New Zealand Obtained a 61% Growth in Campaign Revenue

by Adam Wells on June 20, 2016

At Dermalogica New Zealand, reminding subscribers of individualized promotions increased campaign revenue by 61% and spurred 3 times more revenue per email. Specifically, Dermalogica New Zealand sent subscribers a reminder to use their promotional code from an earlier birthday email – a simple follow-up email based on engagement, which saw surprisingly powerful lift. RPE Dermalogica Consumers are more likely to purchase, and less likely to unsubscribe, when emails are tailored to them. This is why triggered email campaigns like abandoned carts and embedded product recommenders have become such vital drivers of revenue from an email subscriber base. Dermalogica New Zealand offers their subscribers a “$15 off” coupon during their month of birth. These sorts of promotions are increasingly common with B2C retailers, and for good reason: they are low-risk campaigns, easy to automate, and can be created with a relatively low level of investment. Using Canopy Labs, Dermalogica New Zealand was able to generate birthday email reminders campaigns to segments of customers who did not respond to the initial coupon offer. Since the offer expires in two days, a sense of urgency is injected into the subscriber’s purchase decision. Promo Template The impact on Dermalogica’s promotional campaign is significant. Follow-up campaigns generate 3 times more revenue per email compared to the first email blast, and 4 times that of their other triggered emails! Overall, this has increased Dermalogica’s campaign revenue per email by 33%, with total revenue of their birthday promotion growing by 61%. Promotional offers supplement, rather than replace, existing triggered emails such as abandoned carts, winbacks or replenishment emails, and at Canopy Labs we’d be excited to work with you to build and execute these campaigns. If you’re thinking of implementing a 1:1 promotional campaign, feel free to reach out!

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How A Fashion Retailer Grew Online Order Value By 26%

by Sammy Lau on June 2, 2016

Product recommendations are quickly becoming a staple of online shopping experiences. Whether it’s Walmart.com or a new Shopify store, more and more companies are incorporating “Also Recommended” or “Customers Also Bought” offers to their site. However, too many recommendation engines today are still a bit clunky – if you look at one pair of blue jeans, suddenly all you get are offers for dozens of blue jeans.

Today we’re sharing how one fashion retailer used a different approach to product recommendations, leading to a 26% increase in Average Order Value.

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Marketing

Segmenting Customers with One-Click Surveys

by Wojciech Gryc on April 19, 2016

toronto_argos_blog_post

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.

One way we encourage companies to better understand their “middle ground” customers is through segmenting them based on one-question survey e-mails. The goal is to e-mail your customers with one question that identifies their needs and interests, without asking for too much engagement on their end. Armed with this info, your marketing team will have valuable insights on how best to entice them with offers and content later.

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Customer Loyalty, Marketing

Grow Click Rates to 10% Using One-Click Email Surveys

by Sammy Lau on April 13, 2016

Grow Click Rates to 10% Using One-Click Email Surveys

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.

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Customer Loyalty, Marketing

Why You Should Send One-Click Email Surveys

by Sammy Lau on January 8, 2016

Why You Should Send One-Click Email Surveys

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. (more…)

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Email, Marketing

Introducing our Email Templates for 1:1 Marketing Offers

by Sammy Lau on October 22, 2015

Introducing our Email Templates for 1:1 Marketing Offers

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.

(more…)

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Marketing

Why It’s Time To Start Planning For Black Friday

by Sammy Lau on July 15, 2015

Why It’s Time To Start Planning For Black Friday

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.

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Customer Loyalty, Marketing

Introducing our Guide to Cohort Analysis

by Sammy Lau on July 7, 2015

Introducing our Guide to Cohort Analysis

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?

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