Email remarketing cart browse abandonment webtrends uk silverpopPresentation Transcript
Email Remarketing – Cart
Abandonment and Beyond
Webtrends European Client Summit
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
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.
Today’s Definition: Email Remarketing
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
To know a person … watch
what they do, not what
Shopping Cart – Close to jumping in …
Basket abandonment is a HUGE challenge
Up to 70% of Shopping Carts are Abandoned before Checkout
— Multiple Sources
Following up with abandoners by email yields
Sample: Basket vs Broadcast Emails
High % of sales relative to volume
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
Browse Retargeting Emails
UncommonGoods now has 8 of these - Kids
Email Remarketing: A Huge Revenue Opportunity
Browse & Process
- High volume
- Lower conversion
- Low volume
- High conversion
Email Remarketing 2.0:
1. Speed / Real Time
Speed matters. The longer you wait, the greater
chance the prospect has purchased from a
Webtrends Streams beta client
saw 55% conversion increase moving real-time
from 1 hour after abandonment.
• Aaron Real person
Contextual – Know your customer
Helpful Content for Browse Remarketing
Use offers and incentives carefully
Use later in series
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.
Sample remarketing segmentation
Customers with a
greater than X£
6. Other Remarketing Triggers
+ Encourage subscribers to update their
SmartPak wish list and/or share with
+ 36% Open rate
+ 2% CTR
+ $0.73 Rev/Email
Wizard / Calculator Abandonment
Supplement Wizard – Abandoned, Finished Process
• Sent when a
does not add
items to cart or
• 40.17% Open
• 4.18% CTR
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!
VP, Industry Relations
Role: Educate clients and prospects on best practices and
emerging trends in email marketing and marketing automation.
G+: Loren McDonald
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 &
Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS,
NetStruxr and Arthur Andersen.
THE ENGAGE PLATFORM
Interested In Learning More?