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Email Personalization With Listrak
The document discusses using personalized product recommendations at every customer touchpoint during the holiday season. It recommends testing recommendations on category, search, product, cart and order confirmation pages on a website. It also recommends personalized recommendations in emails for welcome messages, abandoned carts, transactional messages and winback campaigns. Testing different recommendation algorithms, placements, and visual designs is emphasized to maximize conversions and revenue.
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Email Personalization With Listrak
- 1. ©2015. All rights reserved. This presenta7on may not be recorded, copied, distributed or used without wri@en consent from Listrak. Using Personalized Product Recommendations at Every Touchpoint this Holiday Season*
- 2. About Listrak • Founded in1999 • Automation platform for omnichannel retailers • Retail Experts • Privately Owned Growth Company • Over 1,100 Clients • 200+ Employees • Locations Lititz, PA; Los Angeles CA
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- 4. Helping retailers createpersonalized experiences in every channel and touch point Omnichannel solu1ons
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- 6. A few stats – CUSTOMERS… Value personal messages cross-channel Expect retailers to use previous interactions to personalize messages Source: 2015 Harris Poll Results… 83% Value retargeted ads with previously viewed items 69% 56%
- 7. Considera1ons -‐ Design Matchyour brand for a seamless experience, email, site, store Setting expectations in the Header Large product images Badges, strikethrough pricing, clear product name, social feedback. Add to Cart or Quick View buttons
- 8. Acquisi1on at all touch points Next 3 slides all have a marketing faux pas Can you find them?
- 9. Considera1ons – Determine Personaliza1on Goals • Complement Purchase • Related merchandise • Frequently bought together • Like Items • Product Discovery • Viewed this/viewed that • Viewed this/bought that • Recently viewed • Inventory Considerations • Trending now • New Arrivals • CEO’s Picks
- 10. Considera1ons – Filtering by Price Filter to prevent conflicts in brand/ pricing Was ₤85. then ₤ 59. Now ₤ 42 ₤85
- 11. Considera1ons -‐ Customer Experience 2 sets of duplicate items! $135
- 12. Considera1ons – Product Feed Know your product feed • More data = better Recommendations • Category • Discontinued • Quantity on hand • Price • Close out • Amount purchased • Zip code
- 13. Considera1ons -‐ Tes1ng • Test– Test - Test • Look & feel • Appropriate level of filters • New Products vs. Top Sellers • Past purchases vs. current intent • Make no Assumptions Recommendations - Not set it and forget it.
- 14. Quick Recap Work towardsthe goal of that page/touch point Visual elements matter Setup appropriate filters for your business Product feed is the backbone Remember the Customer Experience Testing never stops
- 15. Acquisi1on at all touch points On-Site
- 16. Acquisi1on at all touch points Adding personalized product recommendations on the following pages will give you a 23% revenue liftSource: IBM IBM Study 2015
- 17. Category / Homepage Samelook as your physical store and email Trending On Sale Recommendations Personalize based on past activity, profile data or current promotion
- 18. Category / Search Page • Sometimes overwhelming • Broad range of products, brands, styles, price levels • Keep them on site by showing customer favorites (?) Customer Favorites
- 19. Category / Product Page Engagement (customer picked) Promote complementary products • Leverage accessories • Complete the look, Alternatives, Frequently bought together People Also Purchased, Highly Rated, Top Sellers Frequently Bought Together Just getting started? Start here!
- 20. Category / Cart Page – Intent to purchase • Cross Sell • Recs don’t distract from sale! • Bought This/Bought That • Include hover view and add-to-cart functionality • Leverage free shipping threshold • Recommend items to fit threshold Spend just $44 more and get free shipping
- 21. Category / Cart Page – Interna1onal Military An1ques Show like items WWII Map
- 22. 2% Conv. Rate Conversion rate • Average 1-‐3% conversion • IMA 1% conversion Category / Product Page
- 23. 22.5% Conv. Rate! Category / Shopping Cart Page Conversion rate • Na7onal average 15%
- 24. Category / Order confirma1on page Didn’t they just buy? Why Recommendations? • Opportunity for cross sell / up sell • Leverage Subsequent Purchase and Purchased Together • What % of 2nd sales come within 24 hours of 1st purchase? Your order has been received
- 25. When does a second sale occur? 7 day post purchase email 14 day post purchase review request 84% of 2nd sales take place in the first 24 hours – Recs will help you take advantage Why is this so important? Listrak Customer Index
- 26. When Does aThird Sale Occur? 34% 56% 49% 2,622 905 510 250 321 78,000
- 27. Category / Other On-‐Site Recommenda1ons No search results • Trending • Top Sellers • Recent Activity Landing pages • Promotions • Giveaways • Sweepstakes • Hidden pages 404 error pages Avoid dead ending a client Show Recommenda3ons
- 28. TEST – TEST -‐ TEST Header text Price vs no price Call to ac7on vs no call Posi7on of Recommenda7ons Algorithm / Recipe Subject Line…
- 29. Acquisi1on at all touch points Email
- 30. The Customer Journey -‐ Considera1on
- 31. Considera1on Pop-‐Up/Lightbox Acquisition – Let’sassume you have a pop-up in place… Confirmation pop up? Recs on confirmation? • Propel to purchase • Makes navigation easy Preference Center…
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- 33. Considera1on -‐ Welcome Goal: • Coupon code in message 1 if needed • Site Navigation • Recently viewed merchandise • Top sellers • Trending products • Gateway products (?) Items purchased 1st by new clients
- 34. Considera1on -‐ Welcome Howdo you get Recommendations into a welcome message sent immediately? You don’t without… Open Time Op3miza3on
- 35. When are Welcome Messages Opened? Less than 5 minutes after opt-in 5 – 30 minutes after opt-in 30 – 60 minutes after opt-in 60+ minutes after opt-in 17% 27.5% 11% 44.5% Source: Listrak Customer Index 83% emails opened a^er 5 minutes
- 36. Considera1on –Browse & Abandon 1st hero image should be last item viewed Text very important • We know you just viewed… • We like your style • Personal picks with you in mind • Recommendations just for you • We think you have great taste • Don’t miss the opportunity to purchase everyone’s favorites (Big Brother?)
- 37. Considera1on – Cart Abandonment Goal: Conversion abandoned item or similar product • Simpler the better? (it used to be) • Cart is a place to store items • Add Recommendations that complement • Related / alternative merchandise • Frequently bought together • Viewed this / viewed that • Viewed this / bought that • Bought this / bought that Shop Now Button
- 38. Considera1on – Nurturing Campaigns Case Study
- 39. Considera1on – Nurturing Campaign – Case Study Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
- 40. Considera1on – Nurturing Campaign – Case Study Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Nurture messages increased the conversion revenue by 21% Six messages account for 10% total email revenue
- 41. Considera1on -‐ Recurring Automated Campaigns Goal: Set it and forget it • Nurture shoppers through customer journey • Automated email sent throughout the week • Markdowns, New Arrivals • Top Sellers, Trending • Favorites, Top Rated…
- 42. Conversion -‐ Transac1onal Goal:Communicate specific information to engage customer, and encourage loyalty • Related merchandise • Complete the look • Frequently bought together • Open Rate? As much as a 19% lift adding Recs to transactional messages 75-‐80%
- 43. Conversion – Post Purchase Goal: Keep customers engaged/loyal brand • Extension of cross sell • More time passed than SCA • Related Products • Complete the Look • Trending or New Arrivals in the last purchased category…
- 44. Reac%va%on -‐ Winback Goal:Re-engage to drive conversions • New markdowns • New arrivals • Best sellers • Trending/Hot Consumables • Want to buy again • Need to re-order…
- 45. People who neverbought People who bought one or more times 326,830 103,879 Reac%va%on – Winback Case Study
- 46. Case Study Sub Rec’vdOpned Click Rec’s Sent Purch $ 2/8/12 461 13 4 11/19/15 11/19/15 $11 2/8/12 391 14 5 11/19/15 11/19/15 $135 2/8/12 462 23 7 11/19/15 11/19/15 $61
- 47. Acquisi1on at all touch points Holiday Shopping Experience Display Retargeting From Email
- 48. Browsed Item On-‐Site They browse and leave the site…
- 49. Saw Display Ad Featuring Products
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- 51. Saw Display Ad Featuring Products
- 52. Conclusion • Customers Valuethe right Product Recommendations • How can Recommendations contribute to your goals? • Test…test…test • Will your product feed support merchandising/marketing needs? • What business filters will solve your needs? • Use recommendations across all channels
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- 56. ©2015. All rights reserved. This presenta7on may not be recorded, copied, distributed or used without wri@en consent from Listrak. Using Personalized Product Recommendations at Every Touchpoint this Holiday Season* *If you don’t enjoy this presenta7on blame Johnny Russo, he introduced me to Charles. *If you don’t enjoy this presenta7on blame Johnny Russo, he introduced me to Charles…