In Session 1 of our Building Better Audiences webinar series, we talked about how data from Daasity Audiences is powering Klaviyo to new heights. Daasity Audiences allows ecommerce brands to sync all the customer data and analyzed in Daasity to other platforms.
Our webinar series is showcasing and exploring Audiences and the many innovative ways that leading eCommerce brands are leveraging the new product. In Session 2, the focus was on Daasity and Attentive. We’re excited to share some highlights of the exciting conversation and fascinating, fantastic results that brands have had by leveraging Daasity’s data and Attentive’s SMS functionality.
Building Better Audiences: TLDRs
–Uniquely personalized marketing and messaging: Daasity Audiences allows brands to target customers based on far more than general preferences or engagement. Brands now can push valuable metrics like Time Between Orders, RFM, and Customer Lifetime Value data (and any other customer data stored in their data warehouse) into their marketing channels to create truly personalized segments that are automatically updated based on the customer’s behavior.
–Metrics boosts across the board: By leveraging Daasity Audiences + Attentive, brands have seen significant improvements wherever the data has been leveraged: significantly increased AOV, Repurchase Rate, RFM score, Customer Lifetime Value, revenue per SMS, and much more.
–All new customer experiences: With Daasity Audiences + Attentive, brands can now get more creative and targeted with how they engage with customers. Send scavenger hunts, quizzes, and contests to your less engaged segments to encourage engagement—or, increase engagement, data collected, and value even more among your HVCs.
The Power of Daasity Audiences + Attentive
- Best-Performing Customer Segments
RFM Segments: By syncing RFM data into customers’ profiles in Attentive from Daasity, brands can personalize messaging based on an individual customer’s level of engagement. For example, if someone is a high-value buyer (i.e., RFM Score 1 and/or 2), brands can create campaigns that target them specifically. Because Daasity updates data daily, the RFM segments will likewise be automatically updated in Attentive.
If one customer who was previously an RFM 3 becomes an RFM 2, they will be added to the RFM 2 segment and receive all the messaging that RFM 2 customers receive. If a customer drops from RFM 2 to RFM 3, they will stop receiving RFM 2 messaging, and their profile will be updated accordingly.
Churning High Value Customers (HVCs): Churning HVCs are customers who are in danger of lapsing, that is, never returning to buy from you again. With Daasity’s Churning HVC playbook, brands can build Journeys in Attentive built to encourage them to rebuy. Customers will automatically be placed into these Journeys once they hit “Churning” status.
Getting these profit producers back in the funnel needs to be a priority for your brand so that your marketing dollars aren't wasted, and your marketing efforts aren't in vain.
- All-New Customer Experiences and Engagement Tactics
To boost customer engagement, here are some highly successful tactics that brands have been leveraging with Daasity Audiences and Attentive:
Scavenger Hunts: For a new and creative way to engage with customers (and potentially offer them a reward) is to do an SMS scavenger hunt through Attentive, with Daasity customer segments. For example, you can ask several questions about your brand (that can be found on your website and/or blog).
Quizzes: Ask people what they prefer in order to show them offers that they will be likely to convert on. If you sell coffee, for example, you can ask a question about their roast preference: “Do you prefer light, medium, dark, or extra-dark roast?” “Do you drink your coffee black, or do you like sweetened coffee drinks?”
You can create segments based on this qualitative data, build SMS flows based on the segments, and reduce or eliminate mismatched targeting: don’t send someone an offer for a raspberry white chocolate coffee drink to a customer who drinks their coffee black.
Contests: Creating a lighthearted contest that gets customers thinking creatively about your brand or ecosystem is another great way to boost engagement. For example, a recipe contest, a photo contest (pet, garden, decor, art), poetry contest, or anything else relevant that can be sent through SMS.
- Increasing Repurchase Rate
What’s the best way to increase repurchase rate via SMS? In a word, personalization.
Signed texts/campaigns: Messages signed by someone from your brand, particularly the founder, usually vastly outperform SMS campaigns. Although signed texts should not necessarily be deployed too often (to maintain the power of the strategy), keep it in your marketing quiver.
If leveraged on high-value customer segments, you can generate even more value from them, and on lower-engagement segments, you can encourage a repurchase and perhaps increase their RFM score.
1-to-1 communication: Because Daasity Audiences allows for simple and automatic segmentation by value, you can now bring relevant, not random, offers to customers. For example, if you’re selling coffee (Coffee again? We really like coffee at Daasity.) to both individual customers and businesses, having the same Attentive SMS flows for everyone doesn’t make sense.
An office may be buying $1000 of cold brew every month, and sending them bulk discount offers fits and will keep them repurchasing for a long time to come. That said, you’d be wasting time and money if you send the same offers to individual customers.
Was this a gift? Sometimes, customers won’t buy from you for themselves, but for someone else. You can make some broad guesses about this by segmenting by demographic data and purchase history.
You might be able to find that a parent was purchasing clothes for their child. Or, you can do some segmentation by gender to figure out, for example, whether a man is buying his (female) partner clothes, or vice versa. If you can find an answer, you can then ask for specifics (Who are you purchasing for?), rather than making potentially awkward, intrusive, or offensive assumptions about the gift buyer and receiver.
By presenting customers relevant offers based on gift purchases, they will likely buy from your store again.
- Enriching Customer Lifecycle with More (and New) Data
New customers offer a trove of potential data and learnings about their initial experiences with your brand and products. Using Audiences + Attentive is a great way to segment new customers and text them about their impressions and opinions with short (emphasis on short) quizzes via SMS about their experiences—you may want to save longer quizzes for HVCs, who will likely be more than happy to answer questions. For new customers, keep it simple: Did you like it? Did it fit well? Any feedback?