Here at Bronto, we're laser-focused on making it easier and more convenient for you to create segments and campaigns that are informed by past purchases. Why? We believe that the key to driving more revenue with email and cross-channel marketing is to consistently and effectively convert one-time buyers into loyal customers.
In particular, we’ve been working closely with Magento (as well as Demandware and ATG; more to come on that in later posts) to seamlessly import orders into Bronto (this includes the complete order history), and to enable automated RFM (recency, frequency and monetary value) analysis, so you can build segments and create highly focused campaigns that will drive more orders.
How does it work?
Order Import for Magento is code that sits on your Magento server and passes all orders into Bronto, including past orders. You can determine the frequency and the intervals for passing in orders. Once the orders are in Bronto, we calculate 6 RFM values that feed into the segment builder. These values get updated daily.
How does this help you? Here are the key benefits:
- More orders, more revenue - Use purchase history and RFM (recency, frequency and monetary value) data, such as average order value and lifetime order value, to build segments and create highly relevant campaigns that will deliver more orders and revenue.
- Less time, fewer resources - Avoid costly, time-consuming integrations; minimize dependence on scarce development resources; and, eliminate the manual effort typically associated with keeping data in sync and doing RFM analysis.
- Unified view of customers - Get a more complete picture of your customers by adding purchase history to what you're already tracking in Bronto, including profile data, email behavior (opens, clicks, conversions), mobile/SMS and social engagement, etc.
Here's what the Contact Orders tab looks like. You can now see what your contacts have purchased, along with the RFM Metrics.
What can you do with this? Here are 5 campaign examples to get you started:
- Post-Purchase Series - Segment contacts by the specific products they purchased, taking into account orders placed online and purchases made in-store, and create messages to promote product care information and tips, upgrades, accessories and related items for cross- and up-sell.
- Lapsed Purchase Series - Use the Last Order Date RFM field to build a segment for lapsed purchasers, and create a win-back campaign, complete with an incentive or a coupon.
- VIP & Loyalty Programs - Use past purchase and RFM data, specifically the Total Revenue and Average Order Value RFM fields, to identify your VIP customers and offer them rewards and special opportunities.
- Make-up or Break-up - Review purchase history, including orders placed online and purchases made in-store, as well as email activity/inactivity, to determine who qualifies for a re-engagement/list-cleaning campaign.
- Product-Based Personalization - Create segments based on products purchased within specific product categories, and use dynamic content to display relevant promotional content.
How are you using, or planning to use, Order Import for Magento? Let us know by posting a comment below.
Damian Trzebunia (Che-BOON-ya)
Product Marketing Manager