Turbocharge your email marketing
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Maximise your data and enhance your customer experience by email remarketing within moments of your customers web interactions. Find out why this is changing the face of marketing.
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Turbocharge your email marketing
- 1. Click to edit Master title style • Click to edit Master text styles Turbocharge Your Email • Third level Marketing – Second level – Fourth level » Fifth level
- 2. Introductions Click to edit Master title style • Click to edit Master text styles Jeff–Seacrist, VP – Product Strategy Second level • Third level – Fourth level » Fifth level Frans Poldervaart – Web Analytics Manager
- 3. Click to edit Master title style • The • Click to edit Master text styles Opportunity Agenda – Second level • Third level – Fourth level » Fifth level • The Webtrends Approach • Making it Real - KLM • Q&A
- 4. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 6. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 7. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 9. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 10. Contextual Master title style Click to editPersonalisation • Click to edit Master text styles “CONTEXT MARKETING – IS ABOUT Second level DELIVERING THE RIGHT • Third level – Fourth level MESSAGE, TO THE RIGHT PERSON, VIA THE RIGHT MEDIUM AND AT THE RIGHT TIME.” » Fifth level
- 11. Recent Results Click to edit Master title style • Click to edit Master text styles Travel Customer – SecondCart Abandon email leveraging Streams reduced from 4 level hours • Third level to 30 minutes increased Open Rates by 10% and – Click level Fourth Through rates by 40% » Fifth level Online Retailer Cart abandon email leveraging Streams reduced from 24 hours to 1 hour increased conversion rates by 52%
- 12. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 13. Webtrends Campaign Streams for ExactTarget Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 14. 9 step booking funnel Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 15. Purchase Behavior title style Click to edit Master Main findings • 52% Master text styles • Click to edit of buyers only visit once – Second level buyers need max. 2 days to purchase • 70% of • • Third level non-buyers only visit once 80% of – Fourth level Fifth level • 90%» of non-buyers quit within 5 days • Once visitors reach step 4 or pass step 4 they usually convert to a purchase
- 16. Number of visits before purchase Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level • 52% buys in 1st visit • 90% buys in max. 5 visits
- 17. Number of edit Master title style Click to days before purchase • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level • 80% buys within 5 days
- 18. Maximum funnelMaster visit - style Click to edit step per title buyers • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
- 19. Maximum edit step per title non-buyers Click to funnelMaster visit - style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 26-11-2012 Final presentation POC E-Commerce Big • 90% not further than step 3
- 20. Abandoned Master title style Click to edit Shopping Cart Email • Click tosegments to text styles Create edit Master define Abandoners – Second level Webtrends Streams • Third level – Visited step 4-8 of booking funnel, but did not convert – Fourth level • Capture dataFifth level regarding details of abandonment » – traveldates, origin & destination, # & type of passengers, – Sent via Action Center to ExactTarget • Create deeplinks to drive Abandoners back into the purchase funnel at the point of abandon
- 21. Location LONDON Page Views Time on site 35 1:06:37 Click to edit Master title style • Identify key visitor behaviors in-the-moment for relevant, immediate remarketing Click to edit Master text styles Time and Relevance are the two top drivers of email remarketing performance – Second level • Third level – Fourth level KLM.com » Fifth level John lands on site from Google search Views England trip Views Netherlands trip Enters booking funnel
- 22. Location LONDON Page Views 35 Time on site 1:06:37 Click to edit Master title style John begins booking one of the trips • Click to edit Master text styles but then abandons – Second level • Third level – Fourth level » Fifth level
- 23. Webtrends Email Remarketing Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Cart abandon remarketing emails yield up to a xx% conversion rate Email includes everything John, as a unique visitor, abandoned in his session on KLM.com
- 24. Summary Click to edit Master title style • Abandoned events ontext styles worth money and can be Click to edit Master your site are recovered with timely action – Second level • Webtrends level Remarketing works with all major email • Third Email – Fourth level service providers » Fifth level • Data can be used for trigger campaigns or continuous campaigns • You may already be capturing everything you need to get started
- 25. Click to edit Master title style • Click to edit Master text styles – Second level • Third level THANK YOU! – Fourth level » Fifth level jeff.seacrist@webtrends.com Q&A frans.poldervaart@klm.com
Editor's Notes
- Travel Customer: The key travel customer case is with Orbitz who was using our email partner Responsys for email remarketing. Orbitz has several use cases and opportunities for Streams with the initial focus on Booking Path Abandonment. Other key use cases involve cross-sell / up-sell and browse didn’t buy. In the cross-sell/ up-sell story, Orbitz wants to sell customers Hotel, Rental Car and entertainment rather than just airline tickets. The main reason is that Orbitz makes very little money on airline tickets alone, about $7 per ticket. They see Streams as a way to send browsing information about Hotel, Rental Car and entertainment with Airline Ticket confirmation and follow-up emails within the “Golden Window” or optimum time for remarketing. Responsys talked at our Engage conference about 13 minutes for Orbitz but every company and situation is different. Streams enables that behavior based Cross-Sell / Up-Sell in the Golden Window! The use case and nature of the POC for was for Booking Path Abandonment (cart abandonment). Orbitz wanted to be able to remarket to customers who had abandoned the site quicker. The existing program at Orbitz was to send a booking cart abandon email 4 hours after the customer abandoned and left the site. The goal of the POC with Webtrends Streams was to reduce the time between abandonment and email to 30 minutes and to test the impact on open rate, click through rate and margin contribution.The results of the POC indicated that Orbitz did experience a significant impact on open rate (10% increase) and click through rate (40% increase) by sending out the email in 30 minutes rather than 4 hours! Retail Customer: The retail customer in this case was Play.com. Play.com is an online retailer in Europe who was sending out shopping cart abandon emails 24 hours after the customers abandoned. This time limit was a constraint of their existing analytics to system integrations. Webtrends Streams enabled Play.com to capture key behavioral information about the customers and the shopping cart abandonment and enable this information to be sent to their ExactTarget email platform for remarketing in 1 hour. The POC showed that the Webtrends Streams powered POC with 1 hour remarketing delivered a 52% increase in conversion!
- 87% of visitors don’t complete the desired action in their most recent session
- Shopping cart abandonment costs retailers $18 billion per year98% of visitors abandon sites, 70% abandon just before checkout!21% of abandoners plan to come backAnd, ultimately spend 55% more than those who originally converted!