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Ecommerce
Problems
& HOW TO SOLVE THEM
WITH MARKETING
AUTOMATION PLATFORM
5
Part2
Marketing
Automation
Contact
Identification
Client’s Profile
= Personal Data
+ Behavioral Data
+ Transactional Data
Customer
Segmentation
Real-Time
Offer
Personalization
Automated
Communication
Adjusted to
Client’s Activity
Anonymous
website
traffic monitoring
5EcommerceProblems
2
Marketing Automation vs Ecommerce
of carts are
abandoned
68%
Rescue emails
show 621% higher
conversion than
bulk emails
621%
Win-back campaigns: well
executed campaign for
inactive users can engage
back 8% of them
8%
90% of potential
customers lose interest in
a product within an hour
90%
Real-Time Marketing increases
customer satisfaction by 67%
and boosts retention by 60%
67%
Dynamic emails after visit with
personalized offer show 248% higher OR
and 463% higher CTR when compared to
bulk messages
248%
Emails sent to a group of users
interested in particular item or
category show 14,7% higher OR
than messages sent to whole
database
14,7%
Post-transactional
messages generate 2-5x
higher revenue per email
than traditional batch
messages
2-5x
Mcommerce value
reached $291 bln USD in
2016 (almost 3x higher
than in 2014)
3x
5EcommerceProblems
3
Ecommerce Most Common Problems
Low Retention Rate
High traffic, low number of leads
Low Sales Conversion
Abandoned carts
Leveraging the Omnichannel
5EcommerceProblems
4
A loyal and buying client is worth every effort.
Loyal customers:
Low Retention Rate3
The 80/20 Rule - 80%
of your revenue is
generated by 20% of
your best customers
80%
recommend the brand to their friends
write web opinions
advocate the brand in case of a gaffe
5EcommerceProblems
5
Low Retention Rate - Reasons
No win-back
strategy
Caring
about client
only till
first purchase
No post-purchase
service
Lack
of transactional-
behavioral
data analysis
3
5EcommerceProblems
6
Lack of transactional-behavioral data analysis
RFM Analysis (Recency - Frequency - Monetary) allows you to
spot changes in customer behavior and, depending on the needs,
prepare ultra-precise target groups, such as premium customers
who buy with an average frequency, but recently made a major
purchase. Or maybe, the new clients who bought something small
to check you as a goods provider. For the first ones you can send
an offer with complementary products or services or a deluxe
version, while for the latter run educational lead nurturing series
in order to turn them into loyal customers and build long-term
relationship with them.
Low Retention Rate - Solutions
No post-purchase service
Post-purchase service makes a good impression
and helps in creating
a company-customer relation.
Stay in touch with the people who bought something
from you - ask if everything was okay and offer to
answer their questions. You can even run a drip
campaign with step-by-step tutorial on how to
use the products and how to maintain them. You
confirm, thus, the validity of the purchase, and you
show that you care about the customers and their
comfort. It’s also a good time to ask them to issue a
review!
3
5EcommerceProblems
7
RFM Analytic Panels
5EcommerceProblems
8
it has a specified purpose
it uses customer behavior insights
it rewards both purchase and engagement
An effective loyalty mechanism that generates real,
tangible results is based on the following assumptions:
Low Retention Rate - Solutions
it gives tangible benefits
Caring about client only till first purchase
it’s simple
it uses 1-to-1 communication
it uses gamification mechanisms
3
No win-back strategy
The client who had stopped visiting the
website is not lost yet. First of all, you
have to spot the change in behavior
early enough. The already mentioned
RFM analysis will be really helpful as it
measures the frequency and value of
purchases. Then develop a multi-channel
communication. It only purpose is to
activate those people that no longer visit
the store nor make the purchases.
To use the full potential of all available
channels you need to use tools to
monitor customer behavior, both on the
website, and in mobile applications and
help match content and offers in every
channel.
5EcommerceProblems
9
Mix messages and reactivate the users
PUSH
There’s no limit when it comes to combining and mixing different types of messages, to re-engage
those who have abandoned your store. The mobile channel significantly extends the range of tools
that you can use. To ease the task and avoid mistakes, you will need a system that automates mobile
marketing.
EMAIL SMS
5EcommerceProblems
10
Low Retention Rate - Solutions
Multi-dimensional, dynamic structure
Sometimes it is easier to sketch the whole process
and all the variables that can affect it (someone opens
the email, someone will ignore it, and another person
would react only to a text).
A tool that makes designing dynamic processes with
many conditions and variables much easier is the
Workflow wizard.
It allows you to create both simple automations, and
multi-level, multi-channel processes, that will respond
to different behavioral scenarios.
3
5EcommerceProblems
11
Pay attention to
what
(and how) I do
Take good
care of me See me instead
of my $$$
Fight for me
5EcommerceProblems
12
Case study: Building relations with regular clients
Promotional Happy
Birthday mailings
Promotional Program designed
for regular hotel guests
Every customer gets a birthday
voucher for 1 night free stay at the hotel
Building relations with
frequent visitors and
attracting new ones
CPIhotels.com
5EcommerceProblems
13
Abandoned Carts4
An abandoned shopping cart is a marketer’s
nightmare. Up to 67% of shopping carts sadly end
up this way. The so-called ‘sobering effect’ is the
one to blame. It appears when it comes to payment.
Browsing items in the cart all over again we realize
that: first, we don’t need them to be happy, and
second, that they can significantly decrease our
assets. What originally was a vital opportunity suddenly
loses its appeal. It is a perfectly normal behavior. It’s
the marketer’s job to optimize the process to minimize
the lead leakage at this stage.
At this stage your best friends will be dynamic 1-to-1
emails and the remarketing campaign tools.
5EcommerceProblems
14
Remarketing campaign
24 – 48 hours after completing the cart -
the best time to send the first message
To increase messages’ open rate,
adjust the shipment to user’s activity
peak in given channel. It can be easily
automated with a proper software.
Dynamic 1-to-1 emails
The personalized email can be a little too much for less
engaged customers. If they were on the early stages
of purchasing - browsing items without leaving data
and commencing payment procedure, then the best
strategy would be showing him browsed products in
different channels:
24-48h
AdWords Facebook RTB networks
Abandoned Carts - Solutions4
While picking the perfect Marketing Automation
platform, check if it has good remarketing tools
On the other hand, if the customer already completed
the shopping cart and began the payment procedure,
left the contact data and was interrupted by some
external circumstance, then the best solution is to
send an email, which will remind one of the goodies
waiting in the cart
5EcommerceProblems
15
Examples of automation rules for
abandoned carts
Events: Contact visited URL (cart URL)
Abandoned Carts - Solutions4
Conditions: Contact visited URL (set as
did NOT visit URL – for Thank You Page
after the purchase)
Actions: Send email to a contact (remind
your client the items waiting to be
bought with encouragement to finish the
transaction)
5EcommerceProblems
16
Examples of automation rules for
abandoned carts
Events: New external event occurred –
“CART”
Porzucone koszyki zakupowe- rozwiązania4
Conditions: New external event
occurred – “PURCHASE” (set as did NOT
occur)
Actions: Send email to a contact (tempting
email with a discount)
5EcommerceProblems
17
Remind me
about the items
in my cart
Show me my
items
Ease the
process for me
5EcommerceProblems
18
Case study: Effective dynamic emails after website visit
Email with abandoned cart
A customer adds products
to the online shopping cart
But does not complete the
purchase and leaves the online store
The customer receives an email
reminding him about the abandoned
cart with those products and gets
encouraged to come back and
finalize the purchase
Mivo.pl
5EcommerceProblems
19
Implementation of the Omnichannel strategy results in increasing the number of possible ways of communicating with customers
through various channels. It is also a combination of stationary stores, online stores, websites, social media, mobile devices, and
emails - every possible way to contact the customer. Each of these channels has its own perks and its own rules. 86% of marketers
recognizes the importance of mobile, but ... only 13% of them make any investment in this channel, not to mention the integration of
mobile channel and Marketing Automation tools and the exchange of information about user behavior on the website and within the
application.
Leveraging the Omnichannel5
5EcommerceProblems
20
Leveraging the Omnichannel - Reasons
not
understanding
channels’
nature
lack of
proper tools
lack of
multi-channel
data integration
5
5EcommerceProblems
21
Email
Telemarketing
Social
Madia
Mobile
Channel
Online
Ads
WWW
5EcommerceProblems
22
SALESmanago Marketing Automation
provides an easy-to-implement next generation solutions that
redefine the way traditional marketing tools are used. We are always
going above and beyond the expectations regarding capabilities of
email marketing, dynamic & personalized website content, social
media marketing, online advertising, and mobile marketing. Our
unique methodology is done by powering them by the real-time flow
of customer behavioral and transactional data.
Leveraging the Omnichannel
- Solutions
APPmanago
is a cloud-based Mobile Marketing Automation
platform developed by SALESmanago –
world’s top 6 marketing automation platform
(according to Datanyze.com) used by over
5000 customers in 40 countries. It offers a
complete suite of functionalities and solutions
that help marketers to harness the full potential
of mobile and truly engage customers who
downloaded your mobile app. APPmanago
allows for app users identification, individual
users behavior tracking and automated real-
time 1-to-1 personalization of marketing in the
context of the phone and mobile app.
5
5EcommerceProblems
23
5EcommerceProblems
24
E-BOOK made by
Apayo.pl
www.salesmanago.com
Visit:
5 ECOMMERCE
PROBLEMS
Part2
& HOW TO SOLVE THEM WITH MARKETING AUTOMATION PLATFORM

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5 Ecommerce Problems part2

  • 1. Ecommerce Problems & HOW TO SOLVE THEM WITH MARKETING AUTOMATION PLATFORM 5 Part2
  • 2. Marketing Automation Contact Identification Client’s Profile = Personal Data + Behavioral Data + Transactional Data Customer Segmentation Real-Time Offer Personalization Automated Communication Adjusted to Client’s Activity Anonymous website traffic monitoring 5EcommerceProblems 2
  • 3. Marketing Automation vs Ecommerce of carts are abandoned 68% Rescue emails show 621% higher conversion than bulk emails 621% Win-back campaigns: well executed campaign for inactive users can engage back 8% of them 8% 90% of potential customers lose interest in a product within an hour 90% Real-Time Marketing increases customer satisfaction by 67% and boosts retention by 60% 67% Dynamic emails after visit with personalized offer show 248% higher OR and 463% higher CTR when compared to bulk messages 248% Emails sent to a group of users interested in particular item or category show 14,7% higher OR than messages sent to whole database 14,7% Post-transactional messages generate 2-5x higher revenue per email than traditional batch messages 2-5x Mcommerce value reached $291 bln USD in 2016 (almost 3x higher than in 2014) 3x 5EcommerceProblems 3
  • 4. Ecommerce Most Common Problems Low Retention Rate High traffic, low number of leads Low Sales Conversion Abandoned carts Leveraging the Omnichannel 5EcommerceProblems 4
  • 5. A loyal and buying client is worth every effort. Loyal customers: Low Retention Rate3 The 80/20 Rule - 80% of your revenue is generated by 20% of your best customers 80% recommend the brand to their friends write web opinions advocate the brand in case of a gaffe 5EcommerceProblems 5
  • 6. Low Retention Rate - Reasons No win-back strategy Caring about client only till first purchase No post-purchase service Lack of transactional- behavioral data analysis 3 5EcommerceProblems 6
  • 7. Lack of transactional-behavioral data analysis RFM Analysis (Recency - Frequency - Monetary) allows you to spot changes in customer behavior and, depending on the needs, prepare ultra-precise target groups, such as premium customers who buy with an average frequency, but recently made a major purchase. Or maybe, the new clients who bought something small to check you as a goods provider. For the first ones you can send an offer with complementary products or services or a deluxe version, while for the latter run educational lead nurturing series in order to turn them into loyal customers and build long-term relationship with them. Low Retention Rate - Solutions No post-purchase service Post-purchase service makes a good impression and helps in creating a company-customer relation. Stay in touch with the people who bought something from you - ask if everything was okay and offer to answer their questions. You can even run a drip campaign with step-by-step tutorial on how to use the products and how to maintain them. You confirm, thus, the validity of the purchase, and you show that you care about the customers and their comfort. It’s also a good time to ask them to issue a review! 3 5EcommerceProblems 7
  • 9. it has a specified purpose it uses customer behavior insights it rewards both purchase and engagement An effective loyalty mechanism that generates real, tangible results is based on the following assumptions: Low Retention Rate - Solutions it gives tangible benefits Caring about client only till first purchase it’s simple it uses 1-to-1 communication it uses gamification mechanisms 3 No win-back strategy The client who had stopped visiting the website is not lost yet. First of all, you have to spot the change in behavior early enough. The already mentioned RFM analysis will be really helpful as it measures the frequency and value of purchases. Then develop a multi-channel communication. It only purpose is to activate those people that no longer visit the store nor make the purchases. To use the full potential of all available channels you need to use tools to monitor customer behavior, both on the website, and in mobile applications and help match content and offers in every channel. 5EcommerceProblems 9
  • 10. Mix messages and reactivate the users PUSH There’s no limit when it comes to combining and mixing different types of messages, to re-engage those who have abandoned your store. The mobile channel significantly extends the range of tools that you can use. To ease the task and avoid mistakes, you will need a system that automates mobile marketing. EMAIL SMS 5EcommerceProblems 10
  • 11. Low Retention Rate - Solutions Multi-dimensional, dynamic structure Sometimes it is easier to sketch the whole process and all the variables that can affect it (someone opens the email, someone will ignore it, and another person would react only to a text). A tool that makes designing dynamic processes with many conditions and variables much easier is the Workflow wizard. It allows you to create both simple automations, and multi-level, multi-channel processes, that will respond to different behavioral scenarios. 3 5EcommerceProblems 11
  • 12. Pay attention to what (and how) I do Take good care of me See me instead of my $$$ Fight for me 5EcommerceProblems 12
  • 13. Case study: Building relations with regular clients Promotional Happy Birthday mailings Promotional Program designed for regular hotel guests Every customer gets a birthday voucher for 1 night free stay at the hotel Building relations with frequent visitors and attracting new ones CPIhotels.com 5EcommerceProblems 13
  • 14. Abandoned Carts4 An abandoned shopping cart is a marketer’s nightmare. Up to 67% of shopping carts sadly end up this way. The so-called ‘sobering effect’ is the one to blame. It appears when it comes to payment. Browsing items in the cart all over again we realize that: first, we don’t need them to be happy, and second, that they can significantly decrease our assets. What originally was a vital opportunity suddenly loses its appeal. It is a perfectly normal behavior. It’s the marketer’s job to optimize the process to minimize the lead leakage at this stage. At this stage your best friends will be dynamic 1-to-1 emails and the remarketing campaign tools. 5EcommerceProblems 14
  • 15. Remarketing campaign 24 – 48 hours after completing the cart - the best time to send the first message To increase messages’ open rate, adjust the shipment to user’s activity peak in given channel. It can be easily automated with a proper software. Dynamic 1-to-1 emails The personalized email can be a little too much for less engaged customers. If they were on the early stages of purchasing - browsing items without leaving data and commencing payment procedure, then the best strategy would be showing him browsed products in different channels: 24-48h AdWords Facebook RTB networks Abandoned Carts - Solutions4 While picking the perfect Marketing Automation platform, check if it has good remarketing tools On the other hand, if the customer already completed the shopping cart and began the payment procedure, left the contact data and was interrupted by some external circumstance, then the best solution is to send an email, which will remind one of the goodies waiting in the cart 5EcommerceProblems 15
  • 16. Examples of automation rules for abandoned carts Events: Contact visited URL (cart URL) Abandoned Carts - Solutions4 Conditions: Contact visited URL (set as did NOT visit URL – for Thank You Page after the purchase) Actions: Send email to a contact (remind your client the items waiting to be bought with encouragement to finish the transaction) 5EcommerceProblems 16
  • 17. Examples of automation rules for abandoned carts Events: New external event occurred – “CART” Porzucone koszyki zakupowe- rozwiązania4 Conditions: New external event occurred – “PURCHASE” (set as did NOT occur) Actions: Send email to a contact (tempting email with a discount) 5EcommerceProblems 17
  • 18. Remind me about the items in my cart Show me my items Ease the process for me 5EcommerceProblems 18
  • 19. Case study: Effective dynamic emails after website visit Email with abandoned cart A customer adds products to the online shopping cart But does not complete the purchase and leaves the online store The customer receives an email reminding him about the abandoned cart with those products and gets encouraged to come back and finalize the purchase Mivo.pl 5EcommerceProblems 19
  • 20. Implementation of the Omnichannel strategy results in increasing the number of possible ways of communicating with customers through various channels. It is also a combination of stationary stores, online stores, websites, social media, mobile devices, and emails - every possible way to contact the customer. Each of these channels has its own perks and its own rules. 86% of marketers recognizes the importance of mobile, but ... only 13% of them make any investment in this channel, not to mention the integration of mobile channel and Marketing Automation tools and the exchange of information about user behavior on the website and within the application. Leveraging the Omnichannel5 5EcommerceProblems 20
  • 21. Leveraging the Omnichannel - Reasons not understanding channels’ nature lack of proper tools lack of multi-channel data integration 5 5EcommerceProblems 21
  • 23. SALESmanago Marketing Automation provides an easy-to-implement next generation solutions that redefine the way traditional marketing tools are used. We are always going above and beyond the expectations regarding capabilities of email marketing, dynamic & personalized website content, social media marketing, online advertising, and mobile marketing. Our unique methodology is done by powering them by the real-time flow of customer behavioral and transactional data. Leveraging the Omnichannel - Solutions APPmanago is a cloud-based Mobile Marketing Automation platform developed by SALESmanago – world’s top 6 marketing automation platform (according to Datanyze.com) used by over 5000 customers in 40 countries. It offers a complete suite of functionalities and solutions that help marketers to harness the full potential of mobile and truly engage customers who downloaded your mobile app. APPmanago allows for app users identification, individual users behavior tracking and automated real- time 1-to-1 personalization of marketing in the context of the phone and mobile app. 5 5EcommerceProblems 23
  • 25. E-BOOK made by Apayo.pl www.salesmanago.com Visit: 5 ECOMMERCE PROBLEMS Part2 & HOW TO SOLVE THEM WITH MARKETING AUTOMATION PLATFORM