Hong Kong Web Analytics Wednesday #12

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In Hong Kong, email marketing is still a very important channel so tracking email conversion is very important. This month we have invited Emarsys to talk about email marketing analytics.

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Hong Kong Web Analytics Wednesday #12

  1. 1. Get More Value From Your Online StoreEcommerce + Email Marketing: Greater ROI through Minimal Effort<br />Daniel Harari<br />Marketing Director<br />emarsys<br />Technology for Marketing & Advertising, March 1-2 <br />
  2. 2. About emarsys<br /><ul><li>Leading provider of email marketing solutions & services
  3. 3. Founded September 2000
  4. 4. Offices in London, Vienna, Munich, Berlin, Paris, Zurich and Hong Kong
  5. 5. 600+ customers, 8000+ active users, 50+ countries
  6. 6. 2+ billion emails sent every month</li></li></ul><li>Selected Clients<br />
  7. 7. Challenges for Email Marketers<br /><ul><li>Lack of resources (especially staff)
  8. 8. Running as many or more activities
  9. 9. Stricter budgets and expenditure control
  10. 10. Pressure for measurable resultsAll with the ultimate goal to…</li></li></ul><li>?<br />Establish World Peace<br />
  11. 11. Increase Sales<br />
  12. 12. Email Marketing for More Online Sales<br /><ul><li>Collecting new addresses in the online shop for greater coverage
  13. 13. Use of automated lifecycle campaigns for more relevance and conversion
  14. 14. Optimisation of the conventional newsletter for less work, more range and conversions</li></li></ul><li>Promotion Loop<br />Purchase<br />Option 1<br />Collecting Emails Through Newsletter Subscription<br />The Ecommerce-Email-Marketing Lifecycle<br />…<br />Subscription<br />Triggered Emails<br />Regular Promotional Campaigns<br /><ul><li>Welcome Email
  15. 15. Birthday Email
  16. 16. etc.
  17. 17. Deal of the Day
  18. 18. Newsletter
  19. 19. Sale announcements
  20. 20. Seasonal Promotions</li></li></ul><li>Confirmation of Purchase<br />Confirmation of Delivery <br />Satisfaction Survey<br />Repeated Purchase<br />No Purchase<br />Reminder : Abandoned Shopping Cart Recovery <br />Promotion Loop<br />Purchase<br />Option 2<br />Collecting email address during the purchase process<br />The Ecommerce-Email-Marketing Lifecycle<br />CAUTION<br />…<br />Triggered Emails<br />Regular Promotional Campaigns<br /><ul><li>Deal of the Day
  21. 21. Newsletter
  22. 22. Sale announcements
  23. 23. Seasonal Promotions
  24. 24. Reminders
  25. 25. Reactivation Campaign
  26. 26. Birthday Emails
  27. 27. Cross- & Up-Selling Campaigns
  28. 28. etc. </li></li></ul><li>Collecting Address in the Online Shop<br />
  29. 29. Registration During Purchase Process<br />Separate Newsletter Subscription<br />Registration Form in Online Shop<br />Registration Form on Homepage<br />New Email Subscribers <br />Optional Incentive<br />From Online User to Newsletter Recipient <br />= More potential customers!<br />
  30. 30. Client Example: Daisy Knights<br /><ul><li>Newsletter subscription on website and as part of shop registration and checkout process
  31. 31. Shop registration: 5 times more subscribers than through separate Newsletter registration</li></li></ul><li>Client Example: Hostel Bookers<br /><ul><li>Newsletter subscription at booking and on homepage
  32. 32. Subscription at booking: 10 times more subscribers than through separate Newsletter registration form</li></li></ul><li>What You Need to Remember<br /><ul><li>Opt-Out principle for subscription as part of purchase process
  33. 33. Opt-In principle for separate Newsletter subscription
  34. 34. Have you used incentive to drive subscription (competitions, coupons, etc.)?
  35. 35. Have you communicated the benefits of subscription?</li></li></ul><li>Transactional Emails<br />
  36. 36. Satisfaction Survey<br />Transactional Emails after Purchase<br />Purchase & Delivery Confirmation<br />Cart Abandonment<br />Online Purchase<br />Email Marketing Platform<br />etc…<br /> Delivery Guarantee<br /><ul><li>Response Analysis
  37. 37. Personalisation
  38. 38. Brand-consistent Look</li></ul>Email Campaign<br />
  39. 39. Client Example: OYYY.co.uk<br />Order Confirmation & <br />Shipment Notifications<br /><ul><li>Automatically sent after purchase
  40. 40. Emails in corporate branding (as opposed to text-only )
  41. 41. Better delivery, fewer complaints, additional revenue</li></li></ul><li>Client Example: Mainline Menswear<br />Satisfaction Survey<br /><ul><li>Sent 7 days after purchase
  42. 42. 12% completed reviews
  43. 43. 8% repeat purchase</li></li></ul><li>Client Example: Prezzybox<br />Abandoned Shopping Cart Survey<br /><ul><li>Sent one week after cart abandonment
  44. 44. 42% open rate
  45. 45. 12% customer feedback returned
  46. 46. Direct input into marketing strategy</li></li></ul><li>What You Need to Remember<br /><ul><li>Technical feasibility – can my online shop system and email service provider communicate?
  47. 47. Data protection/privacy policy (e.g. Shopping Cart Abandonment)  double-check local legislation
  48. 48. Highlighting the customer service element of the message</li></li></ul><li>Triggered Emails aka ROI Generators<br />
  49. 49. Inactivity<br />Birthday<br />Reminder<br />Website- or -Database-Trigger<br />Email Marketing Platform<br />Triggered Emails for Better ROI<br /> Automation<br /><ul><li>Individualisation
  50. 50. Relevance
  51. 51. Cross-/Up-Selling</li></ul>Email Campaign<br />
  52. 52. Client Example: Alpharooms.com<br />Cross-/ Up-selling Promotion <br /><ul><li>1 day after online order
  53. 53. Includes additional services not purchased
  54. 54. 9% sales increase</li></li></ul><li>Client Example: Mainline Menswear<br />Reactivation email<br /><ul><li>Sent one week after initial campaign to all non responders
  55. 55. Additional 15% off sales incentive
  56. 56. 10% additional revenue</li></li></ul><li>Client Example: Anna Lou<br />Birthday Email<br /><ul><li>Sent on the recipient’s birthday
  57. 57. Discount determined by the client’s status
  58. 58. 20% conversion rate</li></li></ul><li>What You Need to Remember<br /><ul><li>Stay in line with the communication strategy and goals
  59. 59. Technical work involved (as with transactional emails)
  60. 60. Email quantity: too many automated emails</li></ul> recipient fatigue<br />
  61. 61. Regular Promotions – Increasing Shop Traffic<br />
  62. 62. Client Example: Elara<br />Automation<br /><ul><li>Weekly special promotion
  63. 63. Highly personalised dynamic content
  64. 64. Content populated via CSV file</li></li></ul><li>Client Example: Mainline Menswear<br />Segmentation<br /><ul><li>Customer Newsletter: automatic weekly dispatch
  65. 65. Content above: general promotions (populated via RSS from website)
  66. 66. Content below: individual offers for each recipient based on response and purchase history (imported from CRM)</li></li></ul><li>Client Example: The Book Depository<br />Highly Targeted Incentives<br /><ul><li>Promotion email based on the customers wish list
  67. 67. Additional incentive offered on targeted individualised offers
  68. 68. Substantial sales uplift + increased usage of wish list function</li></li></ul><li>Client Example: Past Times<br />Coupons<br /><ul><li>Emailed to customers whose order exceeds X amount
  69. 69. Value of coupon depends on value of order
  70. 70. 8% sales increase</li></li></ul><li>Client Example: My Memory<br />Share on Social Networks<br /><ul><li>Viral Marketing: more exposure for the Deal
  71. 71. Option to share the whole email or individual deals
  72. 72. Up to 3 times more “Shares” than “Forwards”</li></li></ul><li>Client Example: Greggs<br />A/B Testing<br /><ul><li>Four versions of From line tested
  73. 73. Best performing version sent automatically upon testing
  74. 74. 10% increase in click-through results </li></li></ul><li>What You Need to Remember<br /><ul><li>Automation: Content I do NOT have to produce manually
  75. 75. Segmentation: Relevant offers for appropriate target group
  76. 76. Coupons: Occasional use to increase response
  77. 77. Viral Marketing: Increase exposure through “Share With Your Network” buttons
  78. 78. Testing: Significantly more conversions through simple A/B split-tests</li></li></ul><li>Thank you<br />ANY QUESTIONS?<br />
  79. 79. For more informationStand F22Web: www.emarsys.com Email: uk@emarsys.comTel: +44(0)20 73880888Twitter: www.twitter.com/emarsysUKFacebook:www.facebook.com/emarsys<br />

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