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Remarketing – cart abadonment and beyond

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Cart abandonment campaigns are a smart, effective way to bring customers back into the fold, especially if you follow best practices regarding timing, frequency and incentives. Savvy marketers are also starting to look beyond the cart to things like browse and process abandonment remarketing, taking some of the basic tenets of cart abandonment and applying them to situations in which a customer or prospect heads down the path toward a certain behavior, but stops somewhere short of taking the final desired action. Join us to learn how to implement these behavior-triggered programs and increase their effectiveness…ultimately, increasing your revenue.

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Remarketing – cart abadonment and beyond

  1. 1. Click to edit Master title style • Click to edit Master text styles Remarketing – • Third level Cart Abandonment and Beyond – Fourth level – Second level » Fifth level Loren McDonald Vice President of Industry Relations – Silverpop
  2. 2. Click to edit Master title style • Click to edit Master text styles – Second level Are you leveraging Web site and purchase behavior? • Third level – Fourth level » Fifth level
  3. 3. Click to edit Master title style • Click to edit Master text styles – Second level • Third level Are you marketing in real time? – Fourth level » Fifth level
  4. 4. Click to edit Master title style • Click to edit Master text styles – Second level Are Third level • you speaking to customers and prospects at a 1 to 1 level? – Fourth level » Fifth level
  5. 5. Click to edit Master title style • Click to edit Master text styles – Second level Are you incorporating content, • Third level education, personality and white space? – Fourth level » Fifth level
  6. 6. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Let’s take it up a level.
  7. 7. About Loren Click to edit Loren McDonald style Master Relations title VP, Industry • Click to edit Master text styles Silverpop – Second level Role: Educate clients and prospects on best practices and emerging trends in • Third level email marketing and marketing automation. – Fourth Experience: 29 years of experience in marketing, consulting and strategic level @LorenMcDonald » G+: Loren McDonald Email Insider columnist Fifth level planning. • Written more than 500 articles and blog posts • Speaker/presenter at more than 200 conferences & Webinars Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS, NetStruxr and Arthur Andersen. Awards: eec 2011 Marketer of the Year; 2005 Stevie (American Business Awards) Marketer of the Year
  8. 8. Click to edit Master title style THE ENGAGE PLATFORM • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  9. 9. Definition & Opportunity Click to edit Master title style • Click to edit Master text styles – SecondQlevel &A • Third level – Fourth level Agenda Elements of Turbocharging » Fifth level Implementation – Phased Approach Case Studies
  10. 10. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level REMARKETING: DEFINITION AND OPPORTUNITY
  11. 11. Today’s edit Master title style Click to Definition: Email Remarketing • Click to edit Master text styles 1. Customer or prospect behavior demonstrates • Third level some level of purchase intent or interest. – Fourth level – Second level » Fifth level 2. Marketer responds with an email or series encouraging purchase or movement to the next buyer stage.
  12. 12. Click to edit Master title style To know atext styles … watch person • Click to edit Master what they do, not what they say. – Second level • Third level – Fourth level » Fifth level Danny Santagato
  13. 13. Basket Click to edit Master title style Site • Click to edit Search text styles Master – Second level • Third level – Fourth level » Fifth level Browse Email Remarketing Examples Process Calculator Form
  14. 14. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Shopping Cart – Close to jumping in …
  15. 15. Basket abandonment is a HUGE challenge Click of edit Master title style Up to 70% toShopping Carts are Abandoned before Checkout • Click to edit Master text styles – Second level • Third level – Fourth level ―60–70%‖ » Fifth level — Multiple Sources 15
  16. 16. Click to edit Master title style • Click to edit Master text styles – Second level • Third level 87% oflevel – Fourth consumers abandon baskets » …75%Fifth levelthey will return to complete the say purchase. Source: Amaze/University of Glasgow
  17. 17. Click to edit Master title style 50% • Click to edit Master text styles up to – Second level conversion. Third level Following• up with abandoners by email yields – Fourth level » Fifth level
  18. 18. Sample: Basket vs Broadcast Emails Click to edit High % of sales relative to volume Master title style • Click to edit Master text styles Relative Volume Abandon Cart – Second level • Third level Emails 0.3% Relative Sales Abandon Cart Emails 18.6% – Fourth level » Fifth level Promotional Emails 99.7% Promotional Emails 81.4% Revenue as a % is 62 X volume
  19. 19. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Browse, Form, Process – Sniffing Around
  20. 20. Browse Retargeting Program Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  21. 21. Browse Retargeting Program Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  22. 22. Browse Retargeting Email Click to edit Master title style • Click to edit Master text styles 2.2% conv. rate vs – Second level 1.6% for Broadcast • Third level – Fourth level emails » Fifth level
  23. 23. Browse Retargeting Emails Click to edit Master title style UncommonGoods now has 8 of these - Kids • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level …and Office
  24. 24. Email Remarketing: A Huge Revenue Opportunity Click to edit Master title style • Click to edit Master text styles – Second level Browse & Process Abandonment - High volume - Lower conversion • Third level – Fourth level » Fifth level Cart Abandonment - Low volume - High conversion Conversion
  25. 25. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level TURBOCHARGING YOUR EMAIL REMARKETING: KEY ELEMENTS
  26. 26. Product Info/ Recommendations Content / Reviews Click to edit Master title style • Click to edit Master text styles Series – Second level Segmentation • Third level – Fourth level » Fifth level Speed – Real-time Remarketing 2.0 Other Remarketing Triggers
  27. 27. Click to edit Master title style • Click to edit Master text styles – Second level 1. Speed / Real Time • Third level – Fourth level » Fifth level
  28. 28. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Speed matters. TheFifth level you wait, the greater chance longer the prospect has purchased from a competitor.
  29. 29. Click to edit Master title style • Click to edit Master text styles Webtrends Streams beta client – Second level saw 55% conversion increase moving real-time from 1 • Third level hour after abandonment. – Fourth level » Fifth level
  30. 30. Results –Phase 1 (24 Hrs) and 2 (real-time) Click to edit Master title style • Click to edit Master text styles Phase 1 Phase 2 Lift 17.50% 20.25% 16% Click-through Rate 9.02% 12.80% 42% Conversion Rate 12.65% 15.31% 21% – Second level • Third level Open Rate – Fourth level » Fifth level
  31. 31. Some potential exceptions … Click to edit Master title style • Click to edit Master text styles Travel – pricing – Second level • Third changeslevel B2B Ecommerce – Purchase Orders – Fourth level » Fifth level Financial Services - Culture
  32. 32. Click to edit Master title style • Click to edit Master text styles – Second level • Third level 2. Develop a series – Fourth level » Fifth level
  33. 33. DEMCO Cart Remarketing Series Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level »Cart Email A Fifth level Day 1 Cart Email B Day 3 Cart Email C Day 5 AVERAGE Open Rate 40% 39% 32% 37% Click-to-Open 44% 47% 28% 41% Click-thru-Rate 18% 18% 9% 15% Conversion Rate 22% 15% 24% 20% Sales/email $8.60 $8.40 $5.04 $7.46
  34. 34. Click to edit Master title style • Click to edit Master text styles – Second level 3.Third levelrecommendations, reviews Add • – Fourth level » Fifth level
  35. 35. The results: • Click torate Master title style 38.5% open edit • •10.15% CTR edit Master text styles Click to • • – Second level 50% conversion rate • Third level – Fourth level $4.80 revenue/email » Fifth level Recommendations Reviews Dynamic product recommendations
  36. 36. Click to edit Master title style • Click to edit Master text styles – Second level 4. Humanize and test content • Third level – Fourth level » Fifth level
  37. 37. “Human” Cart abandonment Click to edit Master title style • Aaron • Click to edit Master text styles Real person – Second level • Service • Third level tone – Fourth level • 50% » Fifth level conversion rate
  38. 38. Contextual – Know your customer Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  39. 39. Helpful Content for Browse Remarketing Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  40. 40. Use offers and incentives carefully Click to edit Master title style • ClickUse later inMaster text styles to impact/need edit series Test – Second level • Third level – Fourth level » Fifth level Think beyond discounts
  41. 41. Deadline/Sense of Urgency Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  42. 42. Click to edit Master title style • Shipping options • Return policies • Gift cards • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now? Add holiday theme and content.
  43. 43. Click to edit Master title style • Click to edit Master text styles – Second level • Third level 5. Segmentation – Fourth level » Fifth level
  44. 44. Sample remarketing segmentation Click to edit Master title style • Click to edit Master text styles – Second level Customers who • Third level – Fourth level purchasedlevel » Fifth less than X£ Customers with a lifetime value greater than X£
  45. 45. Click to edit Master title style • Click to edit Master text styles – Second level 6. Other Remarketing Triggers • Third level – Fourth level » Fifth level
  46. 46. Abandon Wishlist Click to edit Master title style • Click to edit Master text – Second level • Third level – Fourth level » Fifth level + Encourage subscribers to update their styles SmartPak wish list and/or share with friends + 36% Open rate + 2% CTR + $0.73 Rev/Email
  47. 47. Wizard / Calculator Abandonment Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Thank You!
  48. 48. Supplement Wizard – Abandoned, Finished Process Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level • Sent when a customer receives their results but does not add items to cart or checkout • 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
  49. 49. Get creative – think beyond “recency” Click to edit Master title style “Only 100 items left” • Click to edit Master text styles – Second level • Third level “Price is going up” – Fourth level » Fifth level “Sold out … recommend..” “Cart is about to expire …”
  50. 50. Click to edit Master title style • Click to edit Master text styles - TBD TRAVEL LODGE CASE STUDY – Second level • Third level – Fourth level » Fifth level
  51. 51. Travelodge case study example Click to edit Master title style • • • • • • Travelodge Master text Webtrend's Click to edit is leveragingstyles – Second level Abandoned Cart • Third level Abandoned Item – Fourth level Purchased » Fifth level Visited Site Searched Site
  52. 52. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level BROWSE ABANDONMENT REMARKETING CASE STUDY
  53. 53. Click to edit Master title style • Click to edit Master text stylesAPPROACH LAUNCH PLAN: A PHASED – Second level • Third level – Fourth level » Fifth level
  54. 54. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  55. 55. Static Click to edit Master title style Segmented • Click to edit Master text styles Offers Real-Time – Second level • Third level Sample Phased – Approach Fourth level » Fifth level Test Timing, Caden ce, Content Series Dynamic Content
  56. 56. Later Click to edit• Simple Master title style Start • Quick • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Stage • Builds • Complicated
  57. 57. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level Don’t try to be perfect … » Fifth level
  58. 58. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Focus on “starting” – not “Best” practices
  59. 59. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Remarketing is HUGE!
  60. 60. Q & A / Contact Information Loren McDonald VP, Industry Relations Silverpop lmcdonald@silverpop.com @LorenMcDonald

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