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Dotmailer customer journey - uk edition


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dotmailer - customer journey

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Dotmailer customer journey - uk edition

  1. 1. Humanising the online purchase journey Matthew McClelland Channel Relationship Manager 9thSept 2014
  2. 2. Slide 2 Slide 2 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 •Global Email Service Provider •eCommercepedigree •Automation for online retail
  3. 3. Slide 3 Slide 3 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
  4. 4. Slide 4 Slide 4 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 2016 13.5% Overall 2010 £121b Overall 23% Overall £221b Overall The growth of online
  5. 5. Slide 5 Slide 5 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Challenges for online retailers Integrating email with other channels Leveraging dynamic content Leveraging segmentation Managing email frequency and cadence Increasing open click-through rates 57% 50% 43% 38% 38% Source: Forrester, 2013
  6. 6. Slide 6 Slide 6 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Insight noun
  7. 7. Slide 7 Slide 7 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Purchase Segment and automate based on what people purchase Feedback Use the data your customers provide you to make the right decision Social Use publically available data to find out who they are Email Are your customers opening, clicking or converting? Browse Understand what people are looking at but not necessarily buying
  8. 8. Slide 8 Slide 8 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Shopping is… •A customer experience •A brand opportunity •A chance to connect
  9. 9. Slide 9 Slide 9 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Seize the opportunity online •Welcome Programs / Account Registration •Abandoned Browser / Lost Basket Emails •Transactional Emails / Post Purchase Feedback •Retargeting / Re-engagement / Replenishment
  10. 10. Slide 10 Slide 10 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Welcome program 3 step welcome program •Welcome •Educate •Incentivise 5500% ROI
  11. 11. Slide 11 Slide 11 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Account creation •Say thank you! •Explain the benefits of shopping with you •Ask for additional info •Give opportunities to further interact 29% CTR 67% OR
  12. 12. Slide 12 Slide 12 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Abandoned browse Checklist •Include recommended products •Ensure the email arrives within an hour •Use urgency •Highlight value •Use clear and large product imagery •Make sure your mobile optimised •Include customer service contact details
  13. 13. Slide 13 Slide 13 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Cart Abandonment Checklist •Send within the hour •Include the contents •Use dynamic content •Serve product recommendations 29% Sales recaptured through a three step abandoned cart program
  14. 14. Slide 14 Slide 14 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Transactional •Again, remember to say thanks! •Change imagery and style •Build personality of brand •Cross sell but make sure you add value
  15. 15. Slide 15 Slide 15 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Feedback •Ask questions •Service & Satisfaction •Social advocacy •Make it useful
  16. 16. Slide 16 Slide 16 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 •Harness information from Magento •Use key products for replenishment •Add Value •Multi step and branched More spent on avgby repeat customers than new customers 67%
  17. 17. Slide 17 Slide 17 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Personalization •Treat people differently –Friends, Family & Strangers –Tailor the experience –Make people feel special 208% ↑CR 24% ↑Revenue 21% ↑Retention Source: MarketingSherpa, 2012
  18. 18. ‘Must Have’CustomerSegments Best Customer VIP Customer Big Spenders Splurgers Win Back Customers Loyal Customers Customers Location New Customers Almost Lost People Who Purchase Carts Containing Failed Cart Recovery Freq. Low Value Customers Bargain Hunters Sale Only Shoppers Non-Sale Shoppers
  19. 19. Slide 19 Slide 19 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 ROR –Return on Relationship •Stand out from the crowd •Consider your persona •Always add value & build trust A 5% increase in retention yields profit increases of 25 to 100% Source: Bain & Company, 2013
  20. 20. Takeaways
  21. 21. Slide 21 Slide 21 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Think Big, Start Small, Scale Quickly •The dotmailer way •Time and Resource •Time to Test •Optimisation
  22. 22. Slide 22 Slide 22 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Source: Leapfrogg, 2014
  23. 23. Slide 23 Slide 23 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Takeaways 1.Integrate! Get your magentodata syncing with your ESP –quick! 2.Segment Define your default segments 3.Consider ROR Build “relationshops” and revenue
  24. 24. Slide 24 Slide 24 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Takeaways 4.Campaigns –Welcome –Abandoned cart –Post purchase
  25. 25. Slide 25 Slide 25 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014 Takeaways 4.Campaigns –Welcome Sign-up Vs Account? Multi Step, Branched? –Abandoned cart Customers Vs Guests, Top Customers –Post purchase New purchasers Vs Regulars, Dynamic Content & Seasonal Imagery
  26. 26. Thank youAny questions?