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6. Hitting the Mark - Skip Fidura Dotmailer - Screen Pages Ecommerce Forum May 2017

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Best practice email marketing

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6. Hitting the Mark - Skip Fidura Dotmailer - Screen Pages Ecommerce Forum May 2017

  1. 1. Hitting the Mark 2017 Skip Fidura, Client Services Director @SkipFidura #HTM100
  2. 2. Hitting the Mark 2017 Skip Fidura, Client Services Director @SkipFidura #HTM100
  3. 3. Agenda Background Top 5 findings A deeper dive into the winner Conclusion
  4. 4. Background Introducing dotmailer’s annual benchmark report
  5. 5. A long time coming… Hitting the Mark 20176
  6. 6. Bigger and better than ever. Hitting the Mark 20177
  7. 7. 100 brands across 9 sectors An insider’s look at the marketing tactics of UK and US retailers – big and small. Hitting the Mark 20178
  8. 8. The top 10 Hitting the Mark 20179
  9. 9. The bottom 10 Hitting the Mark 201710 (look away now)
  10. 10. The bottom 10 (look away now) Hitting the Mark 201711
  11. 11. The top 5 findings Key summary of the Hitting the mark 2017
  12. 12. Hitting the Mark 2017 1. 86% have adopted basic marketing automation. 2. 60% are missing revenue opportunities offered by more advanced automations. 3. 92% use offer-led emails to get our interest, but this is not always what customers want. 4. 71% offer mobile-friendly checkout yet many are still not providing optimized customer journeys. 5. Brands sent on average 4marketing emails per
  13. 13. 86% of the brands have adopted basic marketing automation.
  14. 14. Welcome email Hitting the Mark 201715 14 of the 100 companies in our study didn’t send us an automated welcome email after joining their mailing lists. But these companies went above an beyond. Basic automation
  15. 15. Welcome email Hitting the Mark 201716 14 of the 100 companies in our study didn’t send us an automated welcome email after joining their mailing lists. But these companies went above an beyond. Basic automation
  16. 16. Welcome email Hitting the Mark 201717 14 of the 100 companies in our study didn’t send us an automated welcome email after joining their mailing lists. But these companies went above an beyond. Basic automation
  17. 17. Birthday email Hitting the Mark 201718 Basic relevancy used to personalise and capture attention – baby steps beyond the typical ‘batch and blast’ mailings. Basic automation
  18. 18. Birthday email Hitting the Mark 201719 Basic relevancy used to personalise and capture attention – baby steps beyond the typical ‘batch and blast’ mailings. Basic automation
  19. 19. Post-purchase Hitting the Mark 201720 Nordstrom used its triggered confirmation email to display personalised cross-sell and upsell recommendations. Basic automation
  20. 20. Post-purchase Hitting the Mark 201721 Nordstrom used its triggered confirmation email to display personalised cross-sell and upsell recommendations. Basic automation
  21. 21. Post-purchase Hitting the Mark 201722 Nordstrom used its triggered confirmation email to display personalised cross-sell and upsell recommendations. Basic automation
  22. 22. Only 40% were taking advantage of the more advanced marketing automations tactics
  23. 23. Hitting the Mark scores by sector Advanced tactics 60 75 67 64 62 60 55 54 52 47 Liesure, Travel & Transportation TV Shopping Electronics, Software & Appliances Department Stores Clothing, Jewellery & Accessories Electronics, Software & Appliances Health, Nutrition, Pharmacy & Food Toys, Books & Stationary Home, DIY & Other
  24. 24. Abandoned cart winners Hitting the Mark 201725 The value of abandoned cart emails is huge, especially with the global shopping cart abandonment rate at around 69%. Only 40% of the brands used this ROI-driving tactic. Advanced tactics
  25. 25. Abandoned cart winners Hitting the Mark 201726 The value of abandoned cart emails is huge, especially with the global shopping cart abandonment rate at around 69%. Only 40% of the brands used this ROI-driving tactic. Advanced tactics
  26. 26. Relevancy & Personalisation Hitting the Mark 201727 Most brands used segmentation. But it was the top 10 companies that demonstrated a greater skill at using data to increase relevancy through timeliness and the message itself. Advanced tactics
  27. 27. Great examples of relevancy and personalisation Hitting the Mark 201728 The top-scoring sector, travel and transportation, harnessed customer data to deliver super- relevant email marketing. Advanced tactics
  28. 28. Great examples of relevancy and personalisation Hitting the Mark 201729 The top-scoring sector, travel and transportation, harnessed customer data to deliver super- relevant email marketing. Advanced tactics
  29. 29. 92% used offer-led emails to get our interest. Yet this is not always what customers wanted.
  30. 30. There’s still plenty to talk about The fashion and accessory brands drove engagement with a combination of editorial, UGC and product-led content. Don’t rush to discount
  31. 31. 71% of brands offer mobile-friendly checkout options – many did not optimize the whole mobile journey.
  32. 32. Mobile friendly There’s more of us like this than not! Source: The New Yorker
  33. 33. 70% of all ecommerce transactions on mobile by 2017 Source: Criteo 2016 Sate of Mobile Commerce Report
  34. 34. An example of the good dotLive – Hitting the Mark35 Mobile friendly John Lewis came top for CX and as you can see from this email, they smashed UX, too.
  35. 35. An example of the good dotLive – Hitting the Mark36 Mobile friendly John Lewis came top for CX and as you can see from this email, they smashed UX, too.
  36. 36. Companies sent an average of four marketing emails per week
  37. 37. Hitting the Mark scores by sector Advanced tactics 4 2 11 4 6 5 3 2 4 2 Liesure, Travel & Transportation TV Shopping Electronics, Software & Appliances Department Stores Clothing, Jewellery & Accessories Electronics, Software & Appliances Health, Nutrition, Pharmacy & Food Toys, Books & Stationary Home, DIY & Other
  38. 38. The Extremes Hitting the Mark 201739
  39. 39. Hitting the Mark 201740 The Extremes
  40. 40. More does not always mean bad Hitting the Mark 201741 The TV shopping sector sent more yet didn’t score less. If the emails are relevant, volume doesn’t matter. In fact, the highest-scoring brand sent 12 emails a week. Send volumes
  41. 41. More does not always mean bad Hitting the Mark 201742 The TV shopping sector sent more yet didn’t score less. If the emails are relevant, volume doesn’t matter. In fact, the highest-scoring brand sent 12 emails a week. Send volumes
  42. 42. More does not always mean bad Hitting the Mark 201743 The TV shopping sector sent more yet didn’t score less. If the emails are relevant, volume doesn’t matter. In fact, the highest-scoring brand sent 12 emails a week. Send volumes
  43. 43. A deeper dive into the winner Learning from the best
  44. 44. Hitting the Mark 201745
  45. 45. Hitting the Mark 201746
  46. 46. Hitting the Mark 201747
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  48. 48. Hitting the Mark 201749
  49. 49. Hitting the Mark 201750
  50. 50. Hitting the Mark 201751
  51. 51. Hitting the Mark 201752
  52. 52. Conclusion To recap the recap
  53. 53. Conclusion • Brands are missing revenue opportunities from advanced marketing automation. • There’s excitement around AI but companies need to focus on mastering the fundamentals first. • Email is a guaranteed channel to get results and the tools are available to all.
  54. 54. Find the Report at: www. resources.dotmailer.com/reports/hitting-the-mark-2017/

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