Email campaigns based on our past-purchase data greatly out-perform our non-segmented emailings.
Durham, NC (PRWEB) January 22, 2013
Bronto Software today announced updates to its leading marketing platform for commerce that enable retailers to import past-purchase data from any e-commerce or order system and create relevant marketing campaigns that deliver more revenue and customer loyalty. The new functionality allows marketers to utilize prior order information, including the specific products purchased online or in-store, to inform customer analysis, segmentation, marketing and reports. Past-purchase data is integrated with the core functions of the Bronto Marketing Platform so marketers can quickly build segments and execute and track more effective campaigns.
“With Bronto’s order import solution, we target our customers by recency, frequency or value of purchases,” says Leonard Jacobs, COO of book publisher and seller, Shambhala Publications. “We also segment mailings based on book categories or specific authors that our customers have purchased. Email campaigns based on our past-purchase data greatly out-perform our non-segmented emailings.”
“One of the best indicators of future purchases is your previous order data. With order data integrated into our marketing platform, retailers can segment customers based on product categories of purchased items or on value, for example, and create campaigns that speak to their spending and purchasing behaviors,” said Joe Colopy, CEO of Bronto Software. “This functionality creates new opportunities for automated messaging that converts customers into repeat buyers.”
Using order data, the Bronto Marketing Platform automatically calculates RFM (Recency, Frequency, Monetary Value) metrics that are used to identify customer segments such as high-value, frequent purchasers and lapsed purchasers. Marketers can also use Bronto’s segment builder to create groups of customers based on specific products purchased, enabling them to create smarter lifecycle marketing campaigns, such as VIP and loyalty programs and post-purchase series. Dynamic dashboards and reports allow marketers to track revenue for individual customers, view a customer’s purchase history, and attribute revenue to orders based on whether they came from email marketing or from other sources.
For more information about Bronto’s new order import functionality, please visit the product page at http://bronto.com/platform/features.
About Bronto Software
Bronto Software provides a cloud-based marketing platform for retailers to drive revenue through their email, mobile and social campaigns. The platform is used by over 1000 organizations worldwide, including Party City, Armani Exchange, Timex, Samsonite and Gander Mountain. Bronto is listed as the leading self-service email marketing provider to the Internet Retailer Top 1000. Bronto is headquartered in Durham, NC with an office in London, UK. For more information, visit bronto.com.