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Using retargeting, mobile marketing & social to generate more revenue from your online store

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Using retargeting, mobile marketing & social to generate more revenue from your online store

  1. 1. Using email marketing to generate more revenue from your online store<br />RetargetingMobile marketingGetting social<br />
  2. 2. It’s not about me …<br />
  3. 3. It isn’t about Pure360 <br />Cue splash of relevant logos<br />
  4. 4. 3 key strategies <br /><ul><li>Retargeting
  5. 5. Email behaviour
  6. 6. Website behaviour
  7. 7. Off site activity
  8. 8. Mobile marketing
  9. 9. Designing for mobile
  10. 10. Targeting based on device
  11. 11. Getting social
  12. 12. Using social in email
  13. 13. Driving social interactions
  14. 14. Social driving email interactions</li></li></ul><li>Retargeting <br />The vast majority of email marketers are 1 hit wonders!<br />
  15. 15. Don’t be a one hit wonder!<br />Ways you can get the most from each campaign:<br />Retarget to non opens – so easy!<br /><ul><li>Recipient response rates vary massively
  16. 16. You are basing your response on your subject line </li></ul>Retarget the opens but not clicks <br /><ul><li>Demonstration of interest
  17. 17. Easy wins!</li></li></ul><li>Website behaviour<br />Photo credit http://www.richardalois.com<br />
  18. 18. Cart Abandonment <br />Consumers are abandoning carts MORE<br />Increase in consideration period<br />Discount vouchers effect <br />How to combat the common issues:<br />Make shipping charges reasonable (47%)<br />Display customer service details (22%)<br />
  19. 19. Separate yourself from the pack <br />You can rule the ecommerce world!!!<br />Only 30% currently email retarget <br />Only 10% retarget by phone<br />
  20. 20. Approach <br />Sales approach puts people off...<br />“Complete your transaction now to get 10% off!”<br />Service based approach works much better...<br />“we noticed you had items in your basket, something we can help you with?”<br />
  21. 21. Technology <br />You have options<br /><ul><li>Email Marketing Company provided
  22. 22. Use built in tracking to follow recipients after the click
  23. 23. Web Analytics
  24. 24. Need to spend money on these – won’t work with GA
  25. 25. DC storm
  26. 26. Coremetrics
  27. 27. 3rd party providers
  28. 28. Sales cycle </li></li></ul><li>Timing <br />Testing testing...<br /><ul><li>Depends on sales cycle/consideration period
  29. 29. How many competitive products
  30. 30. Think days not hours</li></li></ul><li>3 key strategies <br /><ul><li>Retargeting
  31. 31. Email behaviour
  32. 32. Website behaviour
  33. 33. Off site activity
  34. 34. Mobile marketing
  35. 35. Designing for mobile
  36. 36. Targeting based on device
  37. 37. Getting social
  38. 38. Using social in email
  39. 39. Driving social interactions
  40. 40. Social driving email interactions</li></li></ul><li>Mobile is important<br />In the last year:<br /><ul><li>Smart phone usage has increased by 63%
  41. 41. Data usage has doubled
  42. 42. 41% increase in the number of users checking email
  43. 43. 81% in the last 6 months!</li></ul>There will be more mobile than desktop users by 2013<br /><ul><li>Design for mobile
  44. 44. What can you imply from mobile
  45. 45. Using SMS in your marketing</li></li></ul><li>Design <br />Getting the basics right.<br />
  46. 46. Then look at designing for mobile<br /><ul><li>Pixel width – emails can look “zoomed out”
  47. 47. Size of buttons – small screens & big fingers
  48. 48. Size of images – even 3G isn’t fast enough!
  49. 49. Fewer call to actions – We’re on the move</li></li></ul><li>Some Examples<br />
  50. 50. More advanced techniques<br />https://bitly.com/design4mobile<br />
  51. 51. Personalised campaigns <br />
  52. 52. Device Reporting <br />Now you can build dynamic campaigns based on which device they’ve opened your emails on.<br />
  53. 53. What can you imply from mobile<br />http://bit.ly/hunchinfo<br />
  54. 54. SMS<br />
  55. 55. But<br />The most instantaneous, powerful, direct way of getting into peoples day.<br />Use it wisely:<br /><ul><li>Specific targeted campaigns </li></ul>They can action straight away<br /><ul><li>Get digital</li></li></ul><li>3 key strategies <br /><ul><li>Retargeting
  56. 56. Email behaviour
  57. 57. Website behaviour
  58. 58. Off site activity
  59. 59. Mobile marketing
  60. 60. Designing for mobile
  61. 61. Targeting based on device
  62. 62. Getting social
  63. 63. Using social in email
  64. 64. Driving social interactions
  65. 65. Social driving email interactions</li></li></ul><li>Getting Social <br />3 ways that email can work with Social media:<br /><ul><li>Driving social interactions from email
  66. 66. Driving email interactions from social
  67. 67. SOMAIL</li></li></ul><li>Social in email was AMAZING<br />Insert these simple logos ===<br />And you’ll increase traffic to these sites by 1000%*<br />*according to a 2009Marketing Sherpa report.<br />
  68. 68. Driving social interactions<br />
  69. 69. People try and do too much <br />
  70. 70. Not so great<br />
  71. 71. Textbook example<br />
  72. 72. Facebook<br />Email Signup is ok……<br />But the future is the register button:<br />
  73. 73. What to do with all that data?<br />Personalised campaigns using what you know:<br />Instead of “share this”<br />Try “click to share with your 540 friends”<br />Campaigns based on:<br />
  74. 74. Getting Social<br />
  75. 75. 3 key strategies <br /><ul><li>Re-targeting
  76. 76. Email behaviour
  77. 77. Website behaviour
  78. 78. Off site activity
  79. 79. Mobile marketing
  80. 80. Designing for mobile
  81. 81. Targeting based on device
  82. 82. Getting social
  83. 83. Using social in email
  84. 84. Driving social interactions
  85. 85. Social driving email interactions</li></li></ul><li>Focus on what you can achieve<br />
  86. 86. Questions >>> Answers<br />Thanks for listening, can’t wait to hear all your questions...<br />Go on... Ask lots<br />Follow me @marcmunier and @pure360<br />Email me marc.munier@pure360.co.uk<br />Or even call me 01273 647880<br />
  87. 87. Bonus Strategy !!<br /><ul><li>Focus on design
  88. 88. Clear Call to Actions
  89. 89. Sell the download</li></li></ul><li>Salesforce – a force to be reckoned!<br />CTR increased 28.5%<br />
  90. 90. Provide clear call to actions<br />
  91. 91. Provide clear call to actions<br />
  92. 92. Provide clear call to actions<br />
  93. 93. Sell the download!!<br />
  94. 94. Sell the download!!<br />

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