Email & E-Commerce
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This document provides an overview of email marketing and e-commerce best practices. It discusses email statistics showing email's continued growth and effectiveness. It covers permission-based marketing, adding subscribers, and online purchasing behavior. Marketing automation tactics like welcome emails, birthday messages, and abandoned cart recovery are examined. Examples of email campaigns from companies are also provided to demonstrate different automation flows and triggers.
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Email & E-Commerce
- 1. Email e-Commerce 1 April 2016 Laura Parjanne & Heidi Nykvist
- 2. • Email statistics • Permission-based marketing and deliverability • Online purchasing behaviour • Marketing automation • Examples of campaigns Agenda apsis.com
- 4. Why email? apsis.com 85 % of the world’s online users are using email vs 62 % using social networks. Expected to reach 4.3 Billion email accounts by the end of this year (3.3 Billion in 2012) Cost-effective, measurable, fast, profitable. 1 = 40 77 % (2014) had access to their email account on a mobile device Source: Apsis Email Handbook Top online activity It is working It is mobile It is growing
- 5. apsis.comSource: Apsis Email in Mobile Devices 2014
- 6. apsis.comSource: Apsis Email in Mobile Devices 2014
- 7. apsis.com
- 8. apsis.com Source: Marketing Sherpa (MarketingSherpa E-commerce Benchmark Study 2014)
- 9. apsis.com Source: Marketing Sherpa (MarketingSherpa E-commerce Benchmark Study 2014)
- 11. apsis.com ”It takes 20 years to build a reputation and 5 min to ruin it. If you think about that, you’ll do things differently. Warren Buffett
- 12. apsis.com ”Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. SETH GODIN
- 13. Adding subscribers apsis.com Completing your order As a pop-up on your website
- 14. Adding subscribers apsis.com Directly on your Facebook profile Order confirmation
- 15. –Johnny Appleseed “Type a quote here.” apsis.com
- 16. –Johnny Appleseed “Type a quote here.” apsis.com
- 17. –Johnny Appleseed “Type a quote here.” apsis.com
- 19. Over 50% of Scandinavian consumers purchase products online at least once a month. Source: ** APSIS 2015 report based on around 3 000 Scandinavian consumers / Ecom apsis.com
- 20. apsis.comSource: retailrsearch.org Growth of online spending on mobile devices: 8 % in one year
- 23. apsis.com / Ecom What are your main reasons for placing products in a webshop shopping cart without completing a purchase? Source: ** APSIS 2015 report based on around 3 000 Scandinavian consumers
- 24. apsis.com 76% of online visitors abandon their shopping cart instead of completing their purchase. However, amazingly enough… more than 50% have never received an email reminder about their abandoned shopping cart. / Ecom
- 26. apsis.com Number 1 reason marketers at top-performing companies use email automation is to increase revenue. Source: eMarketer apsis.com
- 27. apsis.com B2C marketers who connect with customers through automated emails 50% see conversion rates as high as Source: eMarketer
- 28. apsis.comSource: Epsilon 119% Automated emails get than broadcast emails. higher click rates
- 29. apsis.com generate up to Source: Epsilon 6xhigher revenue than non-personalised emails Personalised EMAILS
- 30. apsis.com The average open rate for more effective than email newsletters. 50% making them 86% welcome emails is Source: MarketingSherpa
- 31. apsis.com A/B Split test • Benchmark yourself, unique results for your audience • Get to know your recipients better • Improve your conversions • Maximise the results of your campaigns • Test different elements like subject line, sending time, content, layout, etc • Real-time report and final sending
- 32. TRANSACTIONAL EMAIL 4X higher REVENUE than promotional emails apsis.com
- 34. apsis.com Marketing automation Examples of automation flows •Welcome message •Birthdays •Abandoned shopping cart •Post purchase •Top-up campaigns •Reminder of bonus balance •Loyalty campaigns •Win-back campaigns •Re-activation campaigns •Confirmations
- 35. apsis.com / Pro Automation chart – Customer lifecycle Welcome Birthday Transactional Thank you for purchase Delivery information Win-back campaign Abandoned shopping cart Event invitation Survey
- 36. apsis.com • Abandon rate is increasing worldwide • Approx. 3 trillion US dollars in lost revenue • Improved customer experience and service • Enhanced customer journey • Personalised shopping experience • Enhance the seamless shopping experience Why recovery emails matter
- 37. / Ecom • Most effective when sent within 20-60 min after the cart was abandoned • Use templates that provide images and product information and delivery terms • A clear and powerful CTA helps to convert the receiver • Recovery emails are relevant and see high open and click rates – sometimes more than 50% • The recovery rate varies between 7 – 14% You left something behind Abandoned email no1 apsis.com
- 38. apsis.com • Send another email when the receiver don’t react on the first recovery email • Use a powerful CTA to recover the basket • Add recommendations to increase order value • Product recommendations and product ratings add more value and relevance to the sending • Those emails increase recovery rates and help up- and cross-sells It’s not too late Abandoned email no2
- 39. Welcome emails apsis.com • 74.4% of consumers expect a welcome email when they subscribe. [source] • People that read at least one welcome message read more than 40% of their messages from the sending brand during the following 180 days. [source] • Welcome emails have 320% more revenue per email than other promotional emails [source] • The average open rate for welcome emails is 50% — 86% more effective than email newsletters. Example: Companys
- 40. Birthday apsis.com Example: TopShop (birthday was not available --> data collection) Example: Ann Summers (birthday is available)
- 41. Birthday apsis.com • personalised birthday mailings have almost five-times the transaction rate of standard bulk mailings. • Transaction rates for anniversary mailings were almost six times higher than standard bulk mailings. • giving a ‘$X off’ gift had the highest transaction rate and revenue per email, when compared to other percentage- based, point-based, or free shipping gifts.
- 42. Loyalty campaigns apsis.com For most e- commerce websites, an 80/20 relationship exists between customers and total revenue. That is, a large proportion of revenue is typically driven by a relatively small number of loyal customers. • Combine your email sendings with SMS sendings • Strengthens your communication • Personal messages, reminders, follow-ups • Drive traffic through your shops and website • Successful used by B2C and B2B companies Example: GinaTricot Example: Sportamore
- 43. apsis.com Examples: ChemistDirect and Rapunzel Of Sweden Reactivate passive customers Tips for activating customers: • segment your customers by loyalty and target them with campaigns that are relevant to their level of activeness. • it’s sometimes more profitable to focus on reactivating dormant customers than incentivising loyal active ones.
- 44. –Johnny Appleseed apsis.com Helps cleaning the database and increasing deliverability. Data update campaign is possible to add to this flow. Getting more data about preferences (product groups, sending frequency, changing the primary email address) can help in making business decisions.
- 45. Top-up and renewal campaigns apsis.com Reminding the customer to top-up contact lenses on regular basis. Same principle can be applied to B2B marketing as well: for example purchasing tires for leasing vehicles or spare parts for forestry machinery. Renewal of services such as HBO, Netflix, or magazine subscription. Example: VisionDirect
- 46. Reminder of bonus balance apsis.com Creating sense of urgency but also improving customer experience Examples: iHerb and Stadium
- 47. Feedback apsis.com Why send feedback surveys? 1. It can help improve a product or service 2. It offers the best way to measure customer satisfaction 3. It provides actionable insight to create a better customer experience 4. It can help improve customer retention 5. It delivers tangible data that can be used to make better business decisions 6. It can be used to identify customer advocates Example: Asos
- 48. apsis.com Triggers flow chart – Appointment example Booking confirmation SMS reminder before appointment Reminder email Thank you message or survey after the appointment Follow-up/ service SMS Reminder for new booking
- 49. Booking confirmation apsis.com Example: Hair Design Helsinki Appointment confirmation sent automatically after booking was made online or by calling. Example: Specsavers Appointment confirmation sent automatically after booking was made online.
- 53. Transactional emails / Pro Your transactional emails should primarily tell the customer the status of their order. This doesn’t, however, mean that you can’t use them as an opportunity to engage the customer or upsell other products. In a study by Experian, they found that adding cross-sell recommendations in shipping confirmation emails increased transaction rates by 20%. Example: Norwegian apsis.com
- 54. More! Scandinavian E-Commerce Report: Shopping Carts www.apsis.com/knowledge/resources E-Commerce Abandoned Shopping Cart Emails webinar recording: https://youtu.be/Xa-l5Mxssdc Interested in a career in digital marketing? Check our open positions: http://www.apsis.com/about-us/careers Subscribe our newsletter: http://www.apsis.com/about-us/newsletter apsis.com
- 55. Thank you! apsis.com Please connect with us! Laura: https://fi.linkedin.com/in/lauraparjanne Heidi: https://fi.linkedin.com/in/heidi-nykvist-1a3b4715