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Turbocharge Your Email
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Introductions
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Jeff–Seacrist, VP – Product Strategy
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“CONTEXT MARKETING
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Recent Results
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Travel Customer
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Webtrends Campaign Streams for ExactTarget

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9 step booking funnel

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Purchase Behavior title style
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Number of visits before purchase

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Location

LONDON

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35

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1:06:37

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John begins booking one of the t...
Webtrends Email Remarketing

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Summary
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THANK YOU!

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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.

Published in: Marketing, Business, Technology
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Turbocharge your email marketing

  1. 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. 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. 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. 4. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  5. 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – 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
  7. 7. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  8. 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  9. 9. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  10. 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. 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. 12. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  13. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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