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The Perfect Email Remarketing Strategy for eCommerce

When it comes to eCommerce marketing strategy, segmenting email lists can have a huge impact on your success. Have you come to a standstill when you think about remarketing with email? We’ve got the perfect webinar for you – AND, we’re going to take it one layer deeper to teach you how social can play a pivotal role in your eCommerce email targeting plan.

Get your notebooks ready! In this webinar, Hanapin’s Associate Director of Services, Carrie Albright, will outline some awesome tips for you to attain email lists and target your audiences flawlessly and creatively.

You’ll learn:

Where you get email lists and where to use them
Ways to creatively layer your audiences into your digital marketing strategy
How to identify where social comes into play for your email targeting
Real life examples of success, failure, and the unknown

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The Perfect Email Remarketing Strategy for eCommerce

  1. 1. The Perfect Email Remarketing Strategy for E-commerce CARRIE ALBRIGHT, HANAPIN MARKETING
  2. 2. @Kissmetrics #Kisswebinar @ThueLMadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Carrie spends her days developing and promoting digital marketing strategies for Hanapin’s clients, ranging from airlines to retail to B2B. Loving the sound of her own voice, you can find Carrie speaking at industry conferences and heading up Hanapin Marketing’s own training program. CARRIE ALBRIGHT Associate Director, Hanapin Marketing @albright_c
  4. 4. @hanapinmarketing #Kisswebinar @albright_c
  5. 5. 1 Email Lists 2 Social TABLE OF CONTENTS #Kisswebinar 4! Messaging Real Life [Re]Targeting 5! 3!
  7. 7. THE BEGINNING #Kisswebinar Salesforce . MailChimp . Hubspot . Constant Contact ! Kissmetrics . Vertical Response . SendGrid!
  8. 8. THE COLLECTION #Kisswebinar SIGN UP (newsletters, coupons, blog) PURCHASE (product value, customer lifetime value, abandoners) RETURNING (behavioral, loyalty) SPECIFIC INTEREST (product, brand, seasonal)
  10. 10. #Kisswebinar
  11. 11. #Kisswebinar
  12. 12. WHY #Kisswebinar Note: Numbers may not add to 100 due to rounding. Source: Survey conducted Jan. 3-10, 2018. PEW RESEARCH CENTER
  13. 13. HOW #Kisswebinar Facebook LinkedIn Pinterest
  14. 14. HOW #Kisswebinar
  15. 15. AUDIENCE MATCH RATE #Kisswebinar >50%! 30%! 80%! 20%! 70%! 10%!
  16. 16.  ! [Re]Targeting CREATIVE LAYERING
  17. 17. LAYERING #Kisswebinar ! ! Exclude! ! ! Relate Include Specify
  18. 18. INCLUDE #Kisswebinar Membership Customer Lists Coupon recipients High LTV Past purchasers / Upsell Seasonal shoppers Email / Newsletter signups Cart abandoner email recipients
  19. 19. EXCLUDE #Kisswebinar Inactive / Removed email lists Recent converters “No engagement” emails List overlap Customer Lists
  20. 20. AdLucent Consumer Survey 2016 [The greatest benefit to personalized ads is] helping reduce irrelevant ads (46%), a way to discover new products (25%) and making online shopping easier (19%). “
  21. 21. SPECIFY #Kisswebinar Seasonal shoppers Coupon recipients Behavioral/ Interest Behavior/ Interest
  22. 22. RELATE #Kisswebinar Lookalike // Actalike // Similar To These audiences are comprised of users with common qualities to your specified audiences.
  23. 23. RELATE #Kisswebinar Facebook
  24. 24. RELATE #Kisswebinar Pinterest
  25. 25.  ! Messaging THE SQUEAKY WHEEL GETS THE SALE
  26. 26. #Kisswebinar REMINDPRIME
  27. 27. #Kisswebinar REMIND Reintroduce Tempt Convince Validate PRIME
  28. 28. #Kisswebinar ! 1st EXPOSURE (social, display, video)! ! VISITORS (search, social) CUSTOMERS (search, display promo, social hook) RETURNING/ PROMOTER (retargeting, search, email, social) Multi-channel funnel approach!
  29. 29. TEXT – Contrasting color, left aligned text, sentence case CREATIVE BEST PRACTICES #Kisswebinar COLOR/CONTRAST – Dark color to contrast page feed IMAGERY – Recognizable images, product features CALL TO ACTION – Soft, directive
  30. 30. Curalate Consumer Survey Nov 2017 65% of consumers have found that the destination they were driven to from a social post wasn’t right for them. “
  31. 31. OFFER – Tip the consideration scale by offering discount or incentive REMARKETING BEST PRACTICES #Kisswebinar LANDING PAGE– Use what you know. Abandoned product? Connect to related product page. IMAGERY – Recognizable images, product features CALL TO ACTION – Focused, “Shop Now” URGENCY – Provide urgent context for sale, holiday, or availability
  32. 32. OFFER– Exclusive returning customer offer PAST PURCHASER REMARKETING BEST PRACTICES #Kisswebinar TIMING – Consider your products in setting retargeting launch. IMAGERY – Upsell and complement GENERAL MESSAGING – Don’t get too personal
  34. 34. Seth Godin Don’t find customers for ! your products, find products for your customers.! “
  35. 35. #Kisswebinar EXAMPLE A: HOLIDAY RETAIL Nov 1 – Dec 31 2017
  36. 36. #Kisswebinar EXAMPLE B: E-COMM 12 MONTH REVIEW April 2017 – March 2018 Targeting Reach CoS Conv Rate CTR Email List A 35615 37% 7.19% 1.92% General A 391646 41% 5.31% 2.67% Email A -based Lookalikes 120810 46% 6.03% 2.51%
  37. 37. #Kisswebinar EXAMPLE C: SEGMENTED EMAIL LISTS March 2017 – March 2018
  38. 38. Email Lists Social RECAP #Kisswebinar Messaging Real Life[Re]Targeting
  39. 39. •  Yes! I’d like to hear more about Hanapin’s all-PPC conference, Hero Conf. WOULD YOU LIKE AN OFFER? #Kisswebinar •  No, thanks
  40. 40. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Questions? CARRIE ALBRIGHT Associate Director, Hanapin Marketing @Albright_C