Surefire Campaigns for Revenue Wins
Marketers have their hands full when it comes to tracking metrics—open rates, click-through-rates, engagement rates…the list goes on. But when push comes to shove, revenue is the make- or break-it benchmark of marketing success.
Read on to discover six strategic campaign types that drive revenue, and learn how some of the best brands in the business are already using these approaches for sky-high success.
On-Target Behavioral Messaging
One of the most foolproof ways to engage customers, and drive revenue as a result, is simply following their lead. Whether it’s reminding customers of the cart they left behind or showing off how well you know them with a data-packed experience, messaging that’s crafted around first-party data is always the way to go.
See how Hawaiian Airlines enhanced their abandon search, for example. The airline knows that these customers are in the midst of their booking journey, so to guide them in the decision-making process, Hawaiian Airlines included a real-time pricing module that showed customers the status of the trips they had recently browsed. Because this campaign was powered by automated, evergreen banners, the airline could continuously send reminders to customers who were on the fence, all while keeping things fresh with updated information. Along with major time savings, the airline saw an impressive 6% lift in incremental revenue.
Mobile Is a Must-Have
Mobile dominates customers’ attention across every industry: it’s predicted to make up 44.6% of total US retail eCommerce sales this year, and 6 out of 10 financial service customers prefer banking on mobile rather than browsers. The same goes for global travel customers, where apps are as necessary as a boarding pass. Simply put, an omni-channel, mobile-inclusive approach is non-negotiable for marketers in 2024.
To quickly and efficiently implement a strong mobile presence, marketers need to keep three steps in mind:
- Take a modular approach, so that strong-performing content can be adapted and reused. By layering personalized, data-driven information every time, marketers can maximize the impact of their most successful creatives.
- Capture behavioral data across devices to easily target and re-target high-value actions. Additionally, be sure to deep-link all landing pages to minimize friction for customers and keep their journeys streamlined.
- Optimize your tech stack to generate personalized content at scale. Automation, AI, and data integrations are all key ingredients to this critical step.
Asda used all of these steps to power their omni-channel Milestone Mission campaign. With a resounding 18.2% lift in click-through-rates, this loyalty-driving campaign was one for the books. Using a dynamic progress bar, customers could keep tabs on their Milestone Mission status—such as outstanding spend and how much time they had left to complete a task—whether through email or rich push notifications.
Real-Time Price, Real Impact
According to eConsultancy, 85% of marketers know that real-time information is critical to a thriving customer experience and driving strong business results. After all, there’s no worse feeling for customers than a purchase that costs more than expected, or a promoted sale that’s already over. Whenever prices balloon unexpectedly, customers will be quick to click away and take their purchasing power elsewhere, making it critical to showcase real-time pricing that remains relevant at all times. If marketers can include other pertinent real-time information to drive purchases, even better.
To drive an impressive 18.1% increase in click-through-rates, Wayfair added 4-star and above ratings, along with real-time inventory status and strikethrough pricing, to showcase their latest and greatest deals. For added flair, the Wayfair team included customizable background colors and fonts.
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Leveled-Up Loyalty
With customer acquisition costs continually rising, marketers need to double down on loyalty strategies. Whether it’s nurturing an already loyal consumer or encouraging a newer customer to enroll in the rewards program, marketing messaging plays a key role in driving solid retention rates.
For both customers new and old, the year-in-review is a go-to loyalty and engagement driver. Across industries, customers love to get a sneak peek at their activity throughout the year, and it’s the perfect time for marketers to reinforce their unique brand value.
Audible expertly marries the mobile initiative with their personalized year-in-review campaign. Throughout the week prior to their full year-in-review launch, the audio brand sent personalized push notifications featuring sneak-peeks to drive anticipation and excitement. Once the full summary launched, customers got to explore their entire wrap-up and share their successes via social media. To finish off the week-long campaign, Audible encouraged listeners to start the upcoming year with more compelling stories.
But marketers don’t have to wait until the end of the year to drive loyalty, as JetBlue knows. With an expert match up of promotions and loyalty points, the airline created a truly first-class omni-channel campaign.
In addition to the perks and in-flight discounts the JetBlue Plus Card offers, customers got the chance to rack up 80,000 additional loyalty points during a recent promotion. Using a CSV data source, this campaign automatically pulled in customers’ current points status and added an animation to show how many points they would gain if they signed up to be a cardmember. This urgency driver was replicated with an in-app message, keeping customers in the know at every touchpoint.
Add an Extra Upgrade
Customer conversions are the ultimate goal for every marketer—but by offering relevant ancillaries, marketers can sweeten the deal that much more. Whether it’s a seat upgrade on a flight or a product recommendation that will snag them free shipping, additions like these can often be the extra push customers need to convert and return.
Take IHG’s pre-stay email. Depending on the user’s confirmation, IHG’s automated API will display available upsell offers that link to unique landing pages. IHG isn’t stopping there, and the brand is looking ahead to include offer details and live pricing in the dynamic banner.
Urgency can be the perfect complement to ancillaries. In this Black Friday campaign, Vera Bradley used time-targeting to automate six banners that displayed at the top of all of their emails throughout December. By adding this visual timeline for shipping cut-offs, customers were motivated to act quickly and take advantage of limited-time add-ons like “National Free Shipping Day.”
Marketers can have top-notch campaigns and still find some customers lapsing, making it critical to have winback strategies in place which preserve revenue gains.
This retailer reached out to their lapsed customers with a special gamified discount. Using a combination of merge tags and a custom app to determine which customer received which exclusive deal, the retailer drove revenue and conversions with this quick scratch-off win.
Every lapsed customer starts with an abandoned cart. Reach customers before they need a winback with social-proofed abandon cart messages, such as this push notification from The Very Group. By adding the number of views on the forgotten product, customers got the extra push they needed to make a purchase before another customer swiped it.
Revenue, Reached
With these six campaign techniques, you’ll be able to leverage your messaging for a revenue-driving boost. Explore other ways to perfect your marketing communications through the related resources below.
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