5. design. recommendations
• Be friendly, articulate and concise. Don’t speak down
to people, but don’t patronize them either. Just
because you know more about e-commerce doesn’t
mean you need to “dumb-down” your writing style.
• Don’t demand their attention – they are busy people
and sometimes they won’t be able to take up your
offers for more interaction.
• Respect their time, their responsibilities and
recognize their quest for learning and selfimprovement.
• Remember that this is a long-term relationship and
sometimes people won’t have time for you, no
matter how important you think the issue is.
www.emocial.co.uk
6. stay relevant. build the dialogue
activate relevant touch points throughout the customer journey
www.emocial.co.uk
8. welcome. thank you!
• say Thank you ! Welcome !
• build call to action to shop
• give insights about what is
available in-store, online
• enable social media
• immediate confirmation
• add unsubscribe link
www.emocial.co.uk
10. welcome. campaign
•
•
immediate
welcome campaign
– short
series
of
email
messages
triggered
when
a
new
contact
enters
the
marke.ng
database
Introduce your value proposition
– who
is
your
company
– what
you
do
– unique
selling
points
– what’s
in
it
for
the
customer
3 days later
www.emocial.co.uk
14. trigger. behavioral rules
Click
landing page
Open
No Click
Not
Open
10 days later
email - special coupon
Reminder
10 days
email
different subject line
email newsletter
www.emocial.co.uk
15. trigger. re-activation email
2
1
Last
Login date
Shop visit
Email marketing
platform
4
3
Automatic Event / Scenario
1 month after login => send email
Re-activation Mailing
Special offer / Voucher
www.emocial.co.uk
16. trigger. shopping cart abandonment
1. One hour later
2. One day later
3. One week later
The designs for the three sequence vary. The objective, the tone and the intensity of
each email allows you to engage with customers differently throughout the sequence.
www.emocial.co.uk
17. design. positioning
“free delivery” banner
replaced with email
message at the very top
product image shown
after product title
call to Action button
and start of text visible
above the fold
contact and social media
icons optimised for
colored background with
an enlarged clickable
area for mobile devices
www.emocial.co.uk
20. design. heatmap
Our web designers adjust the visual elements on a page to focus attention where it
belongs, increasing the likelihood of conversion. Attention heatmaps can be created
several times during the design or re-design process to ensure that the refinements are
having the intended effect.
www.emocial.co.uk
24. social media. convert fans into customers
Convert Fans into email
subscribers
Direct integration with your
email marketing database
Triggered thank you email
upon registration
www.emocial.co.uk
26. nd
ay
,
es "9"J
u
da
y, ne"
nd "30" 13"
J
Th ay," uly
16 "13
ur
sd
"
"
a Jun
Tu y,"3 e"1
0"
3
es
da Ma "
Tu y,"3 y"1
3
es
0"
Ju "
da
Su y,"3 ly"1
3
nd
0"
Ju "
a
Th y,"3 ly"
1
ur
0
sd "Ju 3"
Th ay, ne"
ur "25 13
sd
"Ju "
Tu ay," ly"1
1
es
3
da 8"Ju "
Th y,"2 ly"1
ur
1
3"
sd "M
a
Th
a
ur y,"6 y"13
sd
"
"
ay Jun
Su ,"13 e"1
3"
nd
"
a Ju
Tu y,"2 ne"1
es
6"
3"
M
da
a
y
Tu ,"28 y"13
es
"
"M
d
Tu ay, ay"1
"4
es
da "Ju 3"
n
Tu y,"1 e"1
3"
es 1"J
u
d
M ay, ne"1
on "30
3
da
"Ju "
y
Su ,"24 ly"1
3"
nd
"Ju
a
Th y,"3 ne"
1
ur
0
sd "Ju 3"
Th ay, ne"
ur "25 13
sd
"Ju "
a
Su y,"1 ly"1
3"
nd
8"
Th ay, July
ur "30 "13
sd
"Ju
"
a
Th y,"2 ne"
ur
0" 13"
Ju
sd
Th ay, ne"1
ur "11
3"
sd
"Ju
ly
Th ay,
ur "11 "13
sd
"Ju "
ly
Th ay,
ur "11 "13
sd
"Ju "
a
Tu y,"2 ly"1
3
es
5
da "Ju "
ly
y
Tu ,"30 "13
"
es
"
da July
"
y
Su ,"9" 13"
Ju
nd
Th ay, ly"1
ur "7"J 3"
s
u
Su day ly"
,"4 13
nd
Tu ay, "Ju "
ly
"4
es
da "Au "13
y,"
gu "
Su
1
nd 3"A st"1
3
u
ay
,"1 gus "
Tu 1"A t"1
3
es
u
da gu "
Tu y,"2 st"1
3"
es
3"
W
J
d
ed ay, uly"
ne "16 13
sd
"Ju "
a
Su y,"3 ly"1
3"
nd
1
ay "Jul
Tu
y
,
es "19" "13"
M
d
a
Th ay,"
18 y"13
ur
sd
"
"
ay June
,"2
"
3" 13"
M
ay
"1
3"
Su
Su
Tu
reporting. business reviews
3"
140000"
2.5"
120000"
2"
100000"
1.5"
segmentation
ROI analysis
80000"
Delivered"(nb)"
60000"
0"
email"value"
Poly."(email"value)"
Google Analytics
Traffic Sources
www.emocial.co.uk
subject line
keyword analysis vs ROI
1"
40000"
0.5"
20000"
0"
testing
heat map
27. increase your revenue with email marketing
CRM
integration
Transactional
mailings
Analytic
integration
API
Integration
Customer
Intelligence
Profile
Segmentation
Mass Mailing
E-Commerce
integration
Behavioral
Segmentation
Trigger
Marketing
Cross Channel
A/B Testing
MVT Testing
Lifecycle
Predictive
Analytics
www.emocial.co.uk
