Episode 14: Customer Appreciation Day
A Gift-tastic Campaign
Welcome to the next episode of The CMA Newsletter where 440 marketers get better at building Customer Marketing programs and strengthening relationships with their customers in less than 5 minutes.
All these National Holidays can get confusing. Hard to tell which one is real and which one some rando on the internet with a foot fetish made up. (Yuuuup it’s a day. National Foot Day is May 29th 🙄)
When I googled Customer Appreciation Day, I got a couple answers. I even put out a Linkedin Poll to see what days you were celebrating it. To which some asshat said “Everyday”. Ya buddy, we know.
I went with May 20th. However, that was on a Friday so I launched this campaign on May 19th with the message being “Tomorrow is Customer Appreciation Day”
** Before I dive in I wanted to say up front that I did this campaign with Sendoso. I’m not showing you this campaign to get you to buy Sendoso. I’m showing it to you because I’m proud of it and I don’t believe a ton of people are doing campaigns like this. Plus, it’s the 90 day mark and I just ran the final results. 😍
So this year I wanted to:
Surprise & Delight our customers & show them how loved they are
Make it fun to select a gift of their choice
Showcase what our platform can do and why we are the leader in the space.
I’m lucky in the sense that I have an amazing design team. They come up with concepts and I get to decide which one I like. We landed on this punchy design of made up words. 🤣
Goals (Metrics)
Open Rate: 50% minimum
Redemption Rate: 20%
Primary Campaign Source: Closed-Won Upsell: $20k (Upsell or Renewal Growth)
Influenced Closed Won (Renewal): 100k+
Increase in Recognized Spend - $20k (meaning after they engaged, they increased their spend inside our platform. AKA- sending more)
Decreased Risk score - (1 is great, 5 is bad)
20 customers opt in to build the Landing Page with CSM.
In order to execute the goals, I decided to build a landing page that had 3 different gifts to choose from. Now I know my SuperSenders (advocates) really well but to be able to nail a gift to the entire customer base was going to be really hard. I had a $30 budget for each item. Our Sendoso Marketplace has so many options so it wasn’t that hard to find options for both US and Canada. I landed on Whole Bean coffee, Truffles, and a Cocktail Kit.
**Sendoso’s capabilities - We connect with your marketing automation so once someone fills out the form and selects their gift of choice, Sendoso fires off the gift. Pretty frickin incredible.**
Here is the link to the Landing Page to check it out more closely-https://sendoso.com/lp/customer-appreciation-day-2022/
I want to call you attention to the last question. Just think about it, I had my customers full attention at this moment so I thought it would be the perfect time to throw in an opportunity to connect with their CSM to explore whatever it may be (an upcoming renewal, upsell, increase usage, etc). I had a goal of 20 people to opt in to speak with their CSM.
**One Quick Lesson Learned- Ohhh the CSMs were so annoyed with all the alerts going to their inbox. If I could do it over again —> Once they opt in I would trigger an email to go out from the CSM with more information on how to set up the program from a Zendesk article. **
Results
One thing you should know about me, I am a crazy metrics lady. Ever since I got laid off back in 2017, I’m obsessed with showing the ROI of all my programs AND my departments ROI. Hope to show you how I do that one of these next episodes!
Lets first dig into how are we attributing upsells to campaigns like this…
We use Campaign Influence reports in SFDC. The purpose is to help us identify how many opportunities the campaign has influenced OR was the primary campaign that got them to increase their ACV.
We define what success equals in the SFDC campaign (in this case, they engaged in the program & received the gift). If the primary contact received the gift and a new opp is created, it will show up in our Customer Appreciation Day campaign influenced report as Primary Campaign Source. ← THIS IS WHAT I’M AFTER!
Closed Won Influenced Revenue is great. We all love our Influence number but I get fired up for the customers who take the action I want, then an upsell opp is created. 🔥
Overall the campaign cost a total of $18k. Here are my results from the campaign.
Open Rate - 55%
Redemption rate - 32%
Upsells - 9 Closed Won Upsell Opportunities with this being the Primary Campaign Source = $30k (we have small upsell opps)
$257k - Influence Closed Won Renewals (not counting this in the ROI totals)
Increase in Recognized Spend - $18k
A little over 10% of accounts had a decreased risk score
146 people filled out the form to speak with their CSMs to recreate the LP 👏
ROI - 122X 🎉
Overall, I’m very happy with the results. I especially love that I was both giving a gift and educating them on what is possible with our platform and inspiring them to send more.
Thanks for reading! See you next week.
Love your CMA Soulmate,
Leslie
Oh it was brought to my attention (thank you Tiffany) that it’s not that easy to access previous episodes from this email so here is a quick link to all of them.