Driving Loyalty through Triggered MessagingPresentation Transcript
“For repeat shoppers, e-mail is the most effective sales influencer: Nearly athird of purchases from repeat customers initiated with an e-mail. As such,businesses should up their efforts to collect e-mail addresses, and tailor theire-mail marketing messages to each recipients’ device and prior purchasebehavior. “ Forrester 2012
Driving Loyalty and CustomerAcquisition through Triggered Messaging Matt McClelland – Channel Manager Mike Austin – CEO Triggered Messaging
Driving Loyalty and CustomerAcquisition through Triggered Messaging
Take homes from today• Start really simple• Take off your marketing hat• Look at what your competitors are doing• Catch them while on the brain
Why Triggered Email Programmes? • JetBlue got: – 1640% more revenue per email – 170% higher clickthrough rate"Ecommerce businesses should concentrate more oftheir efforts on traditional online marketing tacticslike search and e-mail than social media. That’s theconclusion of a Forrester study released Tuesday,which examined 77,000 online transactions madebetween April 1 and April 14. The study found thatless than 1% of them could be traced back to socialnetworks like Facebook or Pinterest”Forrester 2012
Buyers have lots of channels… Quizzes E-news Digital Downloads YouTube Online Community Advergaming Message Boards Online Community Search Customization Podcast Blogging Expert Tips Viral Content Social Networking E-CommerceThe Digital Marketing Experts 6
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Begin at the Beginning• Just start. Pick a simple program and get it working• Get experts to help you Test and optimise• Leave it working..
A good place to start• Cart Abandonment. 65% of carts are abandoned. Of these, only around 2% of first time purchasers will ever come back• Real-time messaging can recover around 20% of those abandoned carts.
Case study - cart abandonment• An online clothing store• System showed around 47% of carts being abandoned• With a number of triggers, revenue driven by email increased from 5% to 18%
Case study - cart abandonment• Messages sent 3 hours after an abandonment• Without incentive, recovered 18% of abandoned sales• Incentivized offer increased conversion to 21%
A good place to start• *** Increases your sales by up to 30% ****• Non-real-time is 10x less effective than messages within 1 hour• Simple to implement.
Cart Recovery Best Practices• Test what makes your customers more responsive: – test times after abandon – test different incentives (mindful of the cost and margin) – test multiple triggers – test subject lines
"What are the biggest email marketing challenges youexpect to face in the next two years?” (forrester 2012)
Automated Segmentation is key• 69.9% unsubscribers do so because the email contains no relevant products• Open rates are 20% higher for segmented vs non-segmented emails - MarketingSherpa
Simple Segmentation Example• Content Variation depending on choice• Part of welcome programme• Improvements in open, click through, conversion
Post Sale messages• Bed Retailer example• Purchasing decision reaffirmed• Brand affinity as continually informed• automated Personal approach
Transaction-based Triggers• What are transaction-based triggers? Are they for retention for upsell?• How do you target: – past customers ? – people whove abandoned their cart? – people who have browsed products?• Automation is key.• Transactional data
Further Programmes• When ready, move up to programmes like these to optimize the lifetime value of these customers:• Browsed but didn’t buy• Form abandonment• Post-purchase review request• Implied interests - browsed product of type (X)• Upsell - purchased product of type (x) - now sell them (y)• Replenishment
Summary• Start Simple - just one triggered programme• Automate everything• Work with Experts• Load Transactional data into your ESP• Expand programmes at a rate that you can manage• Test and Measure