Email remarketing cart browse abandonment webtrends uk silverpop
 

Email remarketing cart browse abandonment webtrends uk silverpop

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  • Obviously this is a fantastic result. When we tweak, we usually don’t expect to double the impact with a single iteration. We expect to make small tweaks with incremental results.
  • Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
  • Also available at silverpop.com/marketing-resources is more information about future webinars, recordings from previous webinars, You can also access slides from Silverpop presentations on social media and countless other topics at slideshare.net/silverpop. You can also find us on Twitter and Facebook.

Email remarketing cart browse abandonment webtrends uk silverpop Email remarketing cart browse abandonment webtrends uk silverpop Presentation Transcript

  • Email Remarketing – Cart Abandonment and Beyond Webtrends European Client Summit London November 2013
  • Are you leveraging Web site and purchase behavior?
  • Are you marketing in real time?
  • Are you speaking to customers and prospects at a 1 to 1 level?
  • Are you incorporating content, education, personality and white space?
  • Let’s take it up a level.
  • • Real Time Cart Abandonment • Site Visits Behavior • Search Behavior Webtrends Streams Using our Webtrends Behaviors you can now capture your visitor’s individual web, purchase and shopping cart behaviors and send appropriate follow up messages that drive higher conversions.
  • Definition & Opportunity Agenda Q&A Email Remarketing 2.0
  • Remarketing: Definition and Opportunity
  • Today’s Definition: Email Remarketing 1. Customer or prospect behavior demonstrates some level of purchase intent or interest. 2. Marketer responds with an email or series encouraging purchase or movement to the next buyer stage.
  • To know a person … watch what they do, not what they say. Danny Santagato
  • Basket Site Search Browse Email Remarketing Examples Process Calculator Form
  • Shopping Cart – Close to jumping in …
  • Basket abandonment is a HUGE challenge Up to 70% of Shopping Carts are Abandoned before Checkout ―60–70%‖ — Multiple Sources 17
  • up to 50% conversion. Following up with abandoners by email yields
  • Sample: Basket vs Broadcast Emails High % of sales relative to volume Relative Volume Abandon Cart Emails 0.3% Promotional Emails 99.7% Relative Sales Abandon Cart Emails 18.6% Promotional Emails 81.4% Revenue as a % is 62 X volume
  • Browse, Form, Process – Sniffing Around
  • Browse Retargeting Program
  • Browse Retargeting Program
  • Browse Retargeting Email 2.2% conv. rate vs 1.6% for Broadcast emails
  • Browse Retargeting Emails UncommonGoods now has 8 of these - Kids …and Office
  • Email Remarketing: A Huge Revenue Opportunity Browse & Process Abandonment - High volume - Lower conversion Cart Abandonment - Low volume - High conversion Conversion
  • Email Remarketing 2.0: Key Elements
  • Product Info/ Recommendations Content / Reviews Series Speed – Real-time Segmentation Remarketing 2.0 Other Remarketing Triggers
  • 1. Speed / Real Time
  • Speed matters. The longer you wait, the greater chance the prospect has purchased from a competitor.
  • Webtrends Streams beta client saw 55% conversion increase moving real-time from 1 hour after abandonment.
  • Results –Phase 1 (24 Hrs) and 2 (real-time) Phase 1 Phase 2 Lift Open Rate 17.50% 20.25% 16% Click-through Rate 9.02% 12.80% 42% Conversion Rate 12.65% 15.31% 21%
  • Some potential exceptions … Travel – pricing changes B2B Ecommerce – Purchase Orders Financial Services - Culture
  • 2. Develop a series
  • DEMCO Cart Remarketing Series Cart Email A Day 1 Cart Email B Day 3 Cart Email C Day 5 AVERAGE Open Rate 40% 39% 32% 37% Click-to-Open 44% 47% 28% 41% Click-thru-Rate 18% 18% 9% 15% Conversion Rate 22% 15% 24% 20% Sales/email $8.60 $8.40 $5.04 $7.46
  • 3. Add recommendations, reviews
  • The results: • 38.5% open rate • 10.15% CTR • 50% conversion rate • $4.80 revenue/email Recommendations Reviews Dynamic product recommendations
  • 4. Humanize and test content
  • “Human” Cart abandonment • Aaron Real person • Service tone • 50% conversion rate
  • Contextual – Know your customer
  • Helpful Content for Browse Remarketing
  • Use offers and incentives carefully Use later in series Test impact/need Think beyond discounts
  • Deadline/Sense of Urgency
  • • Shipping options • Return policies • Gift cards Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now? Add holiday theme and content.
  • 5. Segmentation
  • Sample remarketing segmentation Customers who purchased less than X£ Customers with a lifetime value greater than X£
  • 6. Other Remarketing Triggers
  • Abandon Wishlist + Encourage subscribers to update their SmartPak wish list and/or share with friends + 36% Open rate + 2% CTR + $0.73 Rev/Email
  • Wizard / Calculator Abandonment Thank You!
  • Supplement Wizard – Abandoned, Finished Process • Sent when a customer receives their results but does not add items to cart or checkout • 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
  • Get creative – think beyond “recency” “Only 100 items left” “Price is going up” “Sold out … recommend..” “Cart is about to expire …”
  • Don’t try to be perfect …
  • Focus on “starting” – not “Best” practices
  • Remarketing is HUGE!
  • About Loren Loren McDonald VP, Industry Relations Silverpop Role: Educate clients and prospects on best practices and emerging trends in email marketing and marketing automation. @LorenMcDonald G+: Loren McDonald Email Insider columnist Experience: 29 years of experience in marketing, consulting and strategic planning. • Written more than 500 articles and blog posts • Speaker/presenter at more than 200 conferences & Webinars Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS, NetStruxr and Arthur Andersen.
  • THE ENGAGE PLATFORM
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