Using email marketing to generate more revenue from your online store 3 simple strategies
It’s not about me …
It isn’t about Pure360  <ul><li>Cue splash of relevant logos </li></ul>
3 key strategies  <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour <...
Retargeting  The vast majority of email marketers are 1 hit wonders!
Don’t be a one hit wonder! <ul><li>Ways you can get the most from each campaign: </li></ul><ul><li>Retarget to non opens –...
Website behaviour Photo credit  http://www.richardalois.com
Cart Abandonment  <ul><li>Consumers are abandoning carts MORE </li></ul><ul><li>Increase in consideration period </li></ul...
Separate yourself from the pack  You can rule the ecommerce world!!! Only 30% currently email retarget  Only 10% retarget ...
Approach  <ul><li>Sales approach puts people off... </li></ul><ul><li>“ Complete your transaction now to get 10% off!” </l...
Technology  <ul><li>You have options </li></ul><ul><li>Email Marketing Company provided </li></ul><ul><ul><li>Use built in...
Timing  <ul><li>Testing testing... </li></ul><ul><li>Depends on sales cycle/consideration period  </li></ul><ul><li>How ma...
3 key strategies  <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour <...
Off line activity  <ul><li>What else can you retarget on? </li></ul><ul><li>Calls into customer service </li></ul><ul><li>...
Sales Cycle Marketing <ul><li>Augmenting the sales process with email marketing = genius. </li></ul>
Powerful Stats <ul><li>Email marketing can improve the impact of telemarketing by up to 70% </li></ul><ul><li>Email market...
Sales Cycle Marketing <ul><li>From welcome to sale – help them along the process: </li></ul>
Sales Cycle Marketing
Sales Cycle Marketing <ul><li>Make sure you’re capturing the right data: </li></ul>
Get a sequence going on  Welcome/Sales Positioning  Building  Winback Time
Focus on what you can achieve
Sales Cycle Marketing <ul><li>What you can do Post Sale... </li></ul><ul><li>Marketing Opp </li></ul><ul><li>Generate refe...
Sales Cycle Marketing <ul><li>Customer service messages </li></ul><ul><li>Often dull and transactional </li></ul><ul><li>G...
3 key strategies  <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour <...
Getting Social  <ul><li>3 ways that email can work with Social media: </li></ul><ul><li>Driving social interactions from e...
Getting Sociable
Relevant Social  <ul><li>Relevant shareable content is the new ruler... </li></ul><ul><li>Go beyond just sharing! </li></ul>
Getting Social
Getting Social
3 key strategies  <ul><li>Re-targeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour ...
Questions >>> Answers <ul><li>Thanks for listening, can’t wait to hear all your questions... </li></ul><ul><li>Go on... As...
Bonus Strategy !! <ul><li>Focus on design  </li></ul><ul><ul><li>Clear Call to Actions </li></ul></ul><ul><ul><li>Sell the...
Salesforce – a force to be reckoned! CTR increased 28.5%
Provide clear call to actions
Provide clear call to actions
Provide clear call to actions
Sell the download!!
Sell the download!!
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Conversions - key applicable methodologies for increasing conversions or what you can do to get people buying! 3 simple strategies

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Conversions - key applicable methodologies for increasing conversions or what you can do to get people buying! 3 simple strategies

  1. 1. Using email marketing to generate more revenue from your online store 3 simple strategies
  2. 2. It’s not about me …
  3. 3. It isn’t about Pure360 <ul><li>Cue splash of relevant logos </li></ul>
  4. 4. 3 key strategies <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour </li></ul></ul><ul><ul><li>Off site activity </li></ul></ul><ul><li>Sales cycle marketing </li></ul><ul><ul><li>Before the sale </li></ul></ul><ul><ul><li>After the sale </li></ul></ul><ul><li>Getting social </li></ul><ul><ul><li>Using social in email </li></ul></ul><ul><ul><li>Driving social interactions </li></ul></ul><ul><ul><li>Social driving email interactions </li></ul></ul>
  5. 5. Retargeting The vast majority of email marketers are 1 hit wonders!
  6. 6. Don’t be a one hit wonder! <ul><li>Ways you can get the most from each campaign: </li></ul><ul><li>Retarget to non opens – so easy! </li></ul><ul><ul><li>Recipient response rates vary massively </li></ul></ul><ul><ul><li>You are basing your response on your subject line </li></ul></ul><ul><li>Retarget the opens but not clicks </li></ul><ul><ul><li>Demonstration of interest </li></ul></ul><ul><ul><li>Easy wins! </li></ul></ul>
  7. 7. Website behaviour Photo credit http://www.richardalois.com
  8. 8. Cart Abandonment <ul><li>Consumers are abandoning carts MORE </li></ul><ul><li>Increase in consideration period </li></ul><ul><li>Discount vouchers effect </li></ul><ul><li>How to combat the common issues: </li></ul><ul><li>Make shipping charges reasonable (47%) </li></ul><ul><li>Display customer service details (22%) </li></ul>
  9. 9. Separate yourself from the pack You can rule the ecommerce world!!! Only 30% currently email retarget Only 10% retarget by phone
  10. 10. Approach <ul><li>Sales approach puts people off... </li></ul><ul><li>“ Complete your transaction now to get 10% off!” </li></ul><ul><li>Service based approach works much better... </li></ul><ul><li>“ we noticed you had items in your basket, something we can help you with?” </li></ul>
  11. 11. Technology <ul><li>You have options </li></ul><ul><li>Email Marketing Company provided </li></ul><ul><ul><li>Use built in tracking to follow recipients after the click </li></ul></ul><ul><li>Web Analytics </li></ul><ul><ul><li>Need to spend money on these – won’t work with GA </li></ul></ul><ul><ul><li>DC storm </li></ul></ul><ul><ul><li>Coremetrics </li></ul></ul><ul><li>3 rd party providers </li></ul><ul><ul><li>Sales cycle </li></ul></ul>
  12. 12. Timing <ul><li>Testing testing... </li></ul><ul><li>Depends on sales cycle/consideration period </li></ul><ul><li>How many competitive products </li></ul><ul><li>Think days not hours </li></ul>
  13. 13. 3 key strategies <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour </li></ul></ul><ul><ul><li>Off site activity </li></ul></ul><ul><li>Sales cycle marketing </li></ul><ul><ul><li>Before the sale </li></ul></ul><ul><ul><li>After the sale </li></ul></ul><ul><li>Getting social </li></ul><ul><ul><li>Using social in email </li></ul></ul><ul><ul><li>Driving social interactions </li></ul></ul><ul><ul><li>Social driving email interactions </li></ul></ul>
  14. 14. Off line activity <ul><li>What else can you retarget on? </li></ul><ul><li>Calls into customer service </li></ul><ul><li>Store visits </li></ul><ul><li>Social interactions </li></ul><ul><li>Referrals </li></ul>
  15. 15. Sales Cycle Marketing <ul><li>Augmenting the sales process with email marketing = genius. </li></ul>
  16. 16. Powerful Stats <ul><li>Email marketing can improve the impact of telemarketing by up to 70% </li></ul><ul><li>Email marketing can improve the effectiveness of direct mail by up to 40% </li></ul><ul><li>Both stats from DMA UK. </li></ul>
  17. 17. Sales Cycle Marketing <ul><li>From welcome to sale – help them along the process: </li></ul>
  18. 18. Sales Cycle Marketing
  19. 19. Sales Cycle Marketing <ul><li>Make sure you’re capturing the right data: </li></ul>
  20. 20. Get a sequence going on Welcome/Sales Positioning Building Winback Time
  21. 21. Focus on what you can achieve
  22. 22. Sales Cycle Marketing <ul><li>What you can do Post Sale... </li></ul><ul><li>Marketing Opp </li></ul><ul><li>Generate referrals </li></ul><ul><li>Invites UGC – great for SEO </li></ul><ul><li>Up & Cross sell </li></ul>
  23. 23. Sales Cycle Marketing <ul><li>Customer service messages </li></ul><ul><li>Often dull and transactional </li></ul><ul><li>Guarantee they’ll open it </li></ul>
  24. 24. 3 key strategies <ul><li>Retargeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour </li></ul></ul><ul><ul><li>Off site activity </li></ul></ul><ul><li>Sales cycle marketing </li></ul><ul><ul><li>Before the sale </li></ul></ul><ul><ul><li>After the sale </li></ul></ul><ul><li>Getting social </li></ul><ul><ul><li>Using social in email </li></ul></ul><ul><ul><li>Driving social interactions </li></ul></ul><ul><ul><li>Social driving email interactions </li></ul></ul>
  25. 25. Getting Social <ul><li>3 ways that email can work with Social media: </li></ul><ul><li>Driving social interactions from email </li></ul><ul><li>Driving email interactions from social </li></ul><ul><li>Using social in email </li></ul>
  26. 26. Getting Sociable
  27. 27. Relevant Social <ul><li>Relevant shareable content is the new ruler... </li></ul><ul><li>Go beyond just sharing! </li></ul>
  28. 28. Getting Social
  29. 29. Getting Social
  30. 30. 3 key strategies <ul><li>Re-targeting </li></ul><ul><ul><li>Email behaviour </li></ul></ul><ul><ul><li>Website behaviour </li></ul></ul><ul><ul><li>Off site activity </li></ul></ul><ul><li>Sales cycle marketing </li></ul><ul><ul><li>Before the sale </li></ul></ul><ul><ul><li>After the sale </li></ul></ul><ul><li>Getting social </li></ul><ul><ul><li>Using social in email </li></ul></ul><ul><ul><li>Driving social interactions </li></ul></ul><ul><ul><li>Social driving email interactions </li></ul></ul>
  31. 31. Questions >>> Answers <ul><li>Thanks for listening, can’t wait to hear all your questions... </li></ul><ul><li>Go on... Ask lots </li></ul><ul><li>Follow me @marcmunier and @pure360 </li></ul><ul><li>Email me [email_address] </li></ul><ul><li>Or even call me 01273 647880 </li></ul>
  32. 32. Bonus Strategy !! <ul><li>Focus on design </li></ul><ul><ul><li>Clear Call to Actions </li></ul></ul><ul><ul><li>Sell the download </li></ul></ul>
  33. 33. Salesforce – a force to be reckoned! CTR increased 28.5%
  34. 34. Provide clear call to actions
  35. 35. Provide clear call to actions
  36. 36. Provide clear call to actions
  37. 37. Sell the download!!
  38. 38. Sell the download!!

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