eMail Marketing for ecommerce

eBusiness Consultant@pgezerlis

Let’s see some global e-mail statistics first…

3.3 billione-mail accountsin 2012 Source: The Radicati Group [Link]

145 billione-mails sentper day Source: The Radicati Group [Link]

34%e-mail users access oftheir e-mail thoughtheir mobiledevice(this is a huge opportunity, BTW) Source: The Radicati Group [Link]

So, everyb Agenda ody reads & sends emails

eMailis extremely Branding Hard-Sellimportant ineCommerce. E-mail  Website MarketingeMail drives Social Media Search CPCsales, Mobile App eCommerceperiod.

Why e-mail marketing With a successful e-mail Marketing Strategy operated internally you can:• Drive traffic & sales at your physical stores• Drive traffic & sales at your e-shop• Kill bad stock• Respond quickly to competitor’s campaigns• Educate your customers & keep them loyal• Show your expertise to the world

Why e-mail marketing Let’s talk about important 7 phases of ane-mail campaign, and then let’s add some date to see how sales are driven

Business Case •Total e-mails in Database. Recruiting & re- Database activating members is very important here. Deliverability •Total e-mails arrived to members inboxOpen Rate (OR) •Total e-mails openedCLICK THROUGH •How many members will click in a link in the RATE (CTR) newsletter (from those who opened) •How many members from those who clicked will CONVERSION convert to a purchase •The average spending by members who converted AV. BASKET to a purchase •Frequency of mailing, quiet period, targeting, re-CONTACT RULES activation mechanics, etc. REVENUES :-) •Revenues from e-mail marketing

Business Case 100.000 • DATABASE: Total e-mails in Database. Recruiting & re-activating members is very important here. 95%: 95.000 • DELIVERABILITY: Total e-mails arrived to members inbox 30%: 28.500 • OPEN RATE (OR): Total e-mails opened 12%: 3.420 • CLICK THROUGH RATE (CTR): How many members from those who opened will click 2,5%: 86 • CONVERSION : How many members from those who clicked will convert to a purchase €50: €4.250 • AV. BASKET: What’s the average spending by members who converted to a purchase 50 weeks • CONTACT RULES: Frequency of mailing, quit period, targeting, etc. € 213.750 • REVENUES: Revenues from e-mail marketingNote: These numbers are considered acceptable in a an average eCommerce Newsletter

There’s an art & science behind e-mail marketing optimization – but it’s fun & easy

Pan’s inboxPan’s inbox 

Example of optimizationOptimize Open Rate of e-mails (through A/B testing in Subject Line) (or, by including tips for your target audience) Using a piece of paper about 1/2 inch by 1/2 inch wrap head of screwdriver and slip it in to the slot on the screw. Will work best when slot is deepest. May have to bend paper once to tighten the slot. This also works for nut drivers.

Source: KISSMetrics [Link]Best weekday time to send mails Optimize Contact Rules

Υπομονή & Επιμονή OK, e-mail marketing creates sales… but what about the Economy Crisis?

Thank God, eCommerce is crisis proof Source: Forrester Research

The e-mail marketing platformE-mail marketing Platforms

eBusiness Consultant www.beebusiness.grpgezerlis@gmail.com@pgezerlis

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eMail Marketing for ecommerce

by Panayotis Gezerlis on Jul 22, 2012

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