The document discusses transforming retail into more personalized "me-tail" experiences through effective use of email marketing. It outlines strategies for segmenting customers and personalizing the email experience based on customers' purchase history, feedback, social profiles, email interactions, and website browsing. Specific email marketing best practices are presented for welcome programs, abandoned cart recovery, transactional emails, feedback requests, and replenishment/re-engagement campaigns. The key takeaways emphasize integrating email data with other customer channels, defining customer segments, automating personalized email journeys, and starting small tests that can be quickly scaled.
Personalisation silverpop festival of marketingSilverpop
Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.
2014 holiday online shopping mobile trends silverpopSilverpop
As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).
So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.
Personalisation silverpop festival of marketingSilverpop
Back in the days of the mom-and-pop shop, you could enter a business and the owner would instantly know who you were and what you liked. As business models changed and more companies started interacting with thousands and then millions of people, marketers couldn't maintain the personal conversations of the past. So they shifted to sending generic messages that could reach the masses. But today's customers expect a more personal touch. Learn why now is the time to start using everything you know about each customer in order to deliver the perfect customer experience.
2014 holiday online shopping mobile trends silverpopSilverpop
As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, two out of three people now keep a mobile device within reach at all times (IBM). Checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).
So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald covered key holiday shopping trends and tactics using email and push notifications to help remove the friction from smartphone shopping.
It's time to rethink your customer loyalty strategy. At digital fusion, we specialize in running best of breed customer loyalty programs that maximize ROI and increase the loyalty base you've already built.
Did you miss our hugely popular co-hosted event ‘ Conversion Rules!’ in Manchester February 4th, 2015? Don’t worry! We’ve collected the presentations here to guide you through three critical components to increasing your conversion rate: leveraging data, personalisation and engagement. The slides feature plenty of ways to learn tangible next steps for your strategy development!
Television Sound Recognition Shop I Print Image Recognition Shop I Social Shopping I Convert from Want to Buy in 10 Sec I Find and Buy withiut typing a letter.
Triggered Email Pre to Post Purchase Emails Shop.orgSilverpop
This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.
In order for ecommerce companies to maximize revenues, it's imperative to personalize the experience for each customer. Maia Haag provides strategies and tips for segmenting your customers and providing timely and relevant content.
Increase Conversion and Boost Revenues with Personalised RecommendationsNosto
Online retailers are spending increasing amounts of their marketing budget driving traffic to their stores but when customers get there, only a small percentage actually go on to buy anything. This is a huge opportunity lost and increasing numbers of retailers are turning to personalisation to help solve it.
In 30 minutes you will learn how to increase conversion rate, average order value and customer retention on your store by delivering your customers a personalised shopping experience.
What do you do when someone signs up for your email list or donates to your organization? Do they have to wait until your next “monthly” newsletter to learn more about who you are and what you do? If so, you are missing out on a huge opportunity to engage, inspire and motivate your supporters to take action.
One of the best ways to engage with new subscribers (or new donors for that matter) is to create what is called a “Welcome Series” of emails. These emails are set to automatically be sent to the individual over the course of a few weeks – Day 1 they get an email, day 4 they get another email, day 8 they get yet another email, etc. These emails are designed to introduce yourself and your organization to the individual, as well as show them the impact your organization is having and why they should stay connected.
Sounds like a great idea and something all nonprofits should be doing right? The problem is that most nonprofits are not currently using a Welcome Series and are missing out on this powerful tool. If this includes your organization, then join us for this jam-packed webinar where we highlight a number of successful strategies and tactics you can start using immediately including:
- Why a Welcome Series is so powerful (Its all about the relationship)
- How to create an engaging and compelling Welcome Series
- How and why you should have multiple Welcome Series’ – subscribers, donors, attendees, etc.
- How a Welcome Series can increase your donor retention
Marketing Hole In One: Best Practices for Customer Acquisition & RetentionWhatConts
For most retailers, 80% of the marketing budget is focused on acquisition; however, research shows that repeat customers are responsible for 41% of revenue generated.
Join GolfHQ, Spring Metrics, and Windsor Circle as they walk through best practices for marrying customer acquisition and retention strategies. Here from GolfHQ as they talk through how they use both acquisition and retention to bring in new customers and keep them.
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time M...MediaPost
Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.
New for 2015: Bright Ideas in Retail EmailBlueHornet
We all know what we should be doing in our email programs, but it can be difficult to find the time to actually implement best practices in an effective, creative way. For the second consecutive year, BlueHornet’s Retail Email Idea Book recognizes brands who have embraced email best practices to deliver personalized, meaningful, best-in-class emails that engage and delight.
It's time to rethink your customer loyalty strategy. At digital fusion, we specialize in running best of breed customer loyalty programs that maximize ROI and increase the loyalty base you've already built.
Did you miss our hugely popular co-hosted event ‘ Conversion Rules!’ in Manchester February 4th, 2015? Don’t worry! We’ve collected the presentations here to guide you through three critical components to increasing your conversion rate: leveraging data, personalisation and engagement. The slides feature plenty of ways to learn tangible next steps for your strategy development!
Television Sound Recognition Shop I Print Image Recognition Shop I Social Shopping I Convert from Want to Buy in 10 Sec I Find and Buy withiut typing a letter.
Triggered Email Pre to Post Purchase Emails Shop.orgSilverpop
This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.
In order for ecommerce companies to maximize revenues, it's imperative to personalize the experience for each customer. Maia Haag provides strategies and tips for segmenting your customers and providing timely and relevant content.
Increase Conversion and Boost Revenues with Personalised RecommendationsNosto
Online retailers are spending increasing amounts of their marketing budget driving traffic to their stores but when customers get there, only a small percentage actually go on to buy anything. This is a huge opportunity lost and increasing numbers of retailers are turning to personalisation to help solve it.
In 30 minutes you will learn how to increase conversion rate, average order value and customer retention on your store by delivering your customers a personalised shopping experience.
What do you do when someone signs up for your email list or donates to your organization? Do they have to wait until your next “monthly” newsletter to learn more about who you are and what you do? If so, you are missing out on a huge opportunity to engage, inspire and motivate your supporters to take action.
One of the best ways to engage with new subscribers (or new donors for that matter) is to create what is called a “Welcome Series” of emails. These emails are set to automatically be sent to the individual over the course of a few weeks – Day 1 they get an email, day 4 they get another email, day 8 they get yet another email, etc. These emails are designed to introduce yourself and your organization to the individual, as well as show them the impact your organization is having and why they should stay connected.
Sounds like a great idea and something all nonprofits should be doing right? The problem is that most nonprofits are not currently using a Welcome Series and are missing out on this powerful tool. If this includes your organization, then join us for this jam-packed webinar where we highlight a number of successful strategies and tactics you can start using immediately including:
- Why a Welcome Series is so powerful (Its all about the relationship)
- How to create an engaging and compelling Welcome Series
- How and why you should have multiple Welcome Series’ – subscribers, donors, attendees, etc.
- How a Welcome Series can increase your donor retention
Marketing Hole In One: Best Practices for Customer Acquisition & RetentionWhatConts
For most retailers, 80% of the marketing budget is focused on acquisition; however, research shows that repeat customers are responsible for 41% of revenue generated.
Join GolfHQ, Spring Metrics, and Windsor Circle as they walk through best practices for marrying customer acquisition and retention strategies. Here from GolfHQ as they talk through how they use both acquisition and retention to bring in new customers and keep them.
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time M...MediaPost
Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.
New for 2015: Bright Ideas in Retail EmailBlueHornet
We all know what we should be doing in our email programs, but it can be difficult to find the time to actually implement best practices in an effective, creative way. For the second consecutive year, BlueHornet’s Retail Email Idea Book recognizes brands who have embraced email best practices to deliver personalized, meaningful, best-in-class emails that engage and delight.
#CNX14 - Connecting the Dots: Customer Engagement Through the Email Marketing...Salesforce Marketing Cloud
Today's marketing centers around 1:1 connections with customers, but many brands underestimate the importance of having email marketing as a key touchpoint across the customer lifecycle. Hear first-hand from customers about how they are driving enriching customer experiences through their email marketing programs—and beyond.
"Connecting With Contractors To Grow Your Business" by Shelley Middlebrook | ...Susan Smith
How do you increase awareness and educate contractors on your latest products and services in today’s fragmented media landscape? Connecting with an on-the-go (mobile), busy contractor and grabbing their attention is not easy. The ability to narrow down and target contractors, and engage, educate, and convince them with content in the buying – decision-making process (buyer’s journey or purchase journey) is crucial to ensuring you have a solid return on investment. The success of content marketing is based on convincing and converting customers. By testing these channels and creative, optimizing, and collecting data, you can grow your brand’s owned channels to build an ongoing, valuable relationship with your audience. To build your business you need to run your brand’s marketing more like a modern publisher or media company providing ongoing value to your customers.
Taking you through the key steps for successful inbound marketing campaigns and tactics, as presented by Felicity McCarthy, Spark Digital, at 3XE Digital Conference, Oct 2015
Keys to Creating Customer Loyalty with Effective Post Purchase Marketingmarketingfinder.co.uk
The post-purchase experience can determine whether a customer will become a loyal and repeat purchaser – maybe even a brand advocate – or simply a one-and-done passerby. Carefully crafting a post-purchase marketing program that fits your brand and your customer’s expectations is critical in reinforcing the customer’s perceived value of what they just purchased. This webinar will examine how to create a post-purchase messaging program that will keep customers buying time and time again.
Material from the Digital Marketing Seminar conducted by Catherine Quiambao, Marketing Strategist.
Crafting a Digital Marketing Plan is a short intensive class that will walk you through the elements of an online marketing strategy. Our end goal is to equip you with practical knowledge to be able to plan, implement and measure effective campaigns.
How Top Brands Drive Results With Email PersonalizationTinuiti
Email is seen as the top ROI driver by US marketers, According to eMarketer. Despite being marketing’s oldest channel, the fact is that email marketing remains one of the most effective marketing channels for any business today.
Consumers have come to expect a personalized experience from the brands they interact with. This calls for tailoring your message to the individual needs and behaviors of your segmented email lists. Find out how to grow your email list with personalized on-site displays and when to apply automated emails that drive revenue for your business. Our seasoned experts will explain how to optimize your email strategy to drive conversions toward your email marketing goals.
Email Summit 2015: Top takeaways from this year's best sessionsMarketingSherpa
You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2015 sessions.
In our next MarketingSherpa webinar, sponsored by BlueHornet, we'll present the most valuable content from more than 13 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.
Join Daniel Burstein, Director of Editorial Content, and Jessica Lorenz, Event Content Manager, both of MarketingSherpa, for the in-depth recap of Email Summit 2015 to get ahead of your competition this year.
Why do 97% of shoppers leave your site? They get lost and cannot find the right product. Personalization shows the right product at the right time. This helps convert shoppers on your Miva site, and re-engage shoppers with abandoned browse and cart emails. Please join 4-Tell's CEO to learn when, where, why and how to personalize the shopping experience, increase sales by 17%, and make your marketing dollars work harder for you.
Similar to Transforming retail into me-tail. Jonny Dixon (20)
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
1. Transforming retail
into me-tail
Jonny Dixon
Global Ecommerce Channel Manager
22nd September 2014
2. The growth of online
• Offline vs Online
• Standardization vs Humanization
• The Aim
2012 2017
33%
Report email contributes
most to online purchases
Custora.com, 2014
16%
Increase in ROI from
2012 to 2013
DMA, 2014
$49
Average B2C ROI on
email marketing spend
DMA 2014
What is shopping?
3. Integrating email with other channels
Leveraging dynamic content
Leveraging segmentation
Managing email frequency and cadence
Increasing open click-through rates
57%
50%
43%
38%
38%
Source: Forrester, 2013
Top challenges in email
4. Insight noun
The capacity to gain an accurate and deep
intuitive understanding of a person
5. Purchase
Segment and automate
based on what people
purchase
Feedback
Use the data your
customers provide you
to make the right
decision
Social
Use publically available
data to find out who they
are
Email
Are your customers
opening, clicking or
converting?
Browse
Understand what people
are looking at but
not necessarily buying
6. Segmentation & Personalization
• Treat people differently
– Friends, Family & Strangers
– Tailor the experience
– Make people feel special
39%
Email revenue was from
segmented emails
DMA, 2014
51%
Higher CTR from
personalized triggers
EmailInsider, 2014
10x
Better performance from
triggered emails
EmailInsider, 2014
7. Customer
Segments
Best Customer
VIP Customer
Big Spenders
Splurgers
Win Back Customers
Loyal Customers
Customers Location
New Customers
Almost Lost
People Who Purchase
Carts Containing
Failed Cart Recovery
Freq. Low Value Customers
Bargain Hunters
Sale Only Shoppers
Non-Sale Shoppers
8. • Stand out from the crowd
• Consider your persona
• Always add value & build trust
A 5% increase in retention yields profit
increases of 25 to 100%
Source: Bain & Company, 2013
ROR – Return on relationship
10. Start a conversation
• First interaction
• Account creation
• Multi step welcome
54%
Average open rate across
3 step welcome series
Cabbages & Roses
11. Abandoned Browse
• Include recommended products
• Ensure the email arrives within
an hour
• Use urgency
• Highlight value
• Use clear and large product
imagery
• Make sure your mobile optimized
• Include customer service contact
details
12. Cart Abandonment
• Send within the hour
• Include the cart
• Use dynamic content
• Serve recommendations
68%
Average cart
abandonment rate
Baymard.com, 2014
13. Transactional Emails
• Customer service
• Change imagery and style
• Build personality of brand
• Cross sell but make sure
you add value
14. Feedback
• Ask questions
• Service & Satisfaction
• Social advocacy
• Make it useful
15. Replenishment and
Re-engagement
• Use Magento!
• Identify the right products
• Add Value & Content
• Multi-step and branched
67%
More spent on avg by
repeat customers vs new
17. Takeaways
1. Integrate!
Get your Magento data syncing with your ESP – quick!
2. Segment and Personalize
Define your default segments
3. Automate
Multi step welcome, abandoned cart, re-engagement
18. Think BIG, start small, scale quickly
• Time and Resource is not an excuse
• Time to Test
• Optimization
19. Any questions?
Jonny Dixon
jonny.dixon@dotmailer.com
@jonnydotdixon
@dotmailer
#MMNY14
Editor's Notes
6000 clients across 150 countries
New York, UK & Europe
15 years old this year
Started as ecommerce agency building ecommerce sites for 14 years
fully focused email service provider but we understand ecommerce
own ecommerce platform
Magento Silver SI
So we don’t just think email, we think ecommerce and how to make the most of the email channel.
Focus email marketing automation for retail…
We tend to use the word shopping in an offline capacity but ‘buying’ online.
So what is shopping…
Its an experience, something you do with friends, your partner – it gets you excited or envokes emotion. *personal example*
It’s a brand opportunity – luxury retailer serving champagne or the abercrombie and fitch example.
It’s a chance to connect, the ultimate personal experience. ‘Hi how can I help you today’, 1 to 1 personalization with shop assistants on call.
But think about the contrast of ‘buying online’ – it’s a very standardized process. AMAZON example, checkouts all the same. But shops don’t do this – they see value in creating difference experience all together.
Online standardization is not a bad thing – server speeds, UX layouts etc but are we becoming to robotic. We need to think about humanizing the experience.
So this is the aim. Turn online retail more into me-tail. And we can start to do this through other channels and today email will eb the focus.
I wanted to quickly look at this forrester report of the biggest challengers faced in email marketing.
You can see that it is no longer about open and click through rates or managing frequency.
But focus is on integrating other channels and leveraging this data for things like dynamic content.
However, Magento makes this easy. There are ESPs out there with integrations that can do this for you.
And the more data we have the more effective our email marketing becomes….
So once we can integrate we need to think about the word Insight. The capacity to gain an accurate and deep intuitive understanding of a person.
What insight can we gain to help us humanize our communication?
If we look at what insight is available to us then we can start to think how we can utilize this to our advantage.
For me there are 3 key areas to focus on here. Purchase, Feedback and Browse data.
Purchase – the ability to segment and automate based on what people purchase.
Feedback – starting to use the data they give you to make sure they like what they are getting!
Browse – not everyone makes a purchase. If we can understand browse better it gives us the tools to make them purchase!
Browse is interesting to, take abandoned cart emails, very common. But do people consider the fact that the products in the basket may not have actually been the last ones they looked at?
Treat people differently. Use segmentation effectively
Friends, Family & Strangers – we treat them differently and would expect the same
Starbucks example
Regular customers vs new customers
Be more friendly with repeat customers
Build the relationship with new customers
Tailor the experience
Customer journey
Would you trawl through 100s irrelevant products in a shop?
Use email to direct them to what they are interested in.
Use Product Recommendations
Bring these into email
Be clever‘
Abandoned cart may not be the ones they looked at last!
Make people feel special
Use Unique Coupon codes at unique times
one on the house - Feel valued + higher engagement
Many customer segments out there and these will differ business to business, but here is a snap shot of the types of segment you need to start thinking about.
But We often worry about ROI when we should also be considering ROR…
ROR – build the relationship online, it will provide a return in the longer term.
Stand out from crowd
Think about:
Who you are?
Why are you different?
What are your selling points?
Are you communicating this and is it helping forge relationships?
Consider your persona
How do you train your staff? – shop assistants train a lot.
Do your copywriters get the same, do they understand the human side to the brand
Copy & Style, tone of voice
we react to how people talk to us, or how they look and behave.
Old age VS young teenager
Use the data to personalise the conversation and make people feel valued
Look for opportunities to bring personality! – Unsubscribe link
Add Value
Customers not just an ID. Real people – consider their feelings & needs – don’t just sell, add value.
So lets look into some practical examples of how we can start putting all of this into practice.
So to come back to the idea of humanization and treating people differently.
First up – the first point of contact, welcome/account creation
Make sure your newsletter welcome email is not identical to the account creation email.
Consider this in a store. Leaving your email address at the counter is very very different from signing up and registering a store account!
With account emails we should educate them about the benefits of shopping with you. Your returns and delivery policies. If you have different customer groups then explain how they can move up the ladder?
Say thank you – be polite,
Prompt for additional information? Humanization – its normal to interact and keep the conversation going!
Multi Step
Abandoned browse is an often under utilized channel of communication but the fact is it will result in conversions.
To make the most of this though it is important to consider the following
Include recommended products – make it useful, the reason they abandoned may well have been because they couldn’t find what they wanted!
Ensure the email arrives within an hour – otherwise it risks becoming irrelevant! Make sure you attempt to recapture that sales before someone else does!
Use urgency – give the customer a reason to come back and purchase quickly. Use messaging around stock availability to increase urgency.
Highlight value – highlight additional value you offer. If you offer free returns then the risk becomes much less. So shout about it!
Use clear and large product imagery – ultimately imagery is what sells online so make sure the product images are large enough!
Make sure your mobile optimised – a lot of browsing is done on mobile devices these days so ensure that any follow up emails are also mobile optimised!
Include customer service contact details – there may have been a reason they abandoned, they may have questions they cant find the answers to. So include customer service details to help them find the answers.
Send within the hour
Include the cart contents – remind people what they are missing out on!
Dynamic content- freshen things up, 10x purchaser vs brand new or guest
Recommendations – products in the basket may not be what they last looked at!
Transactional emails
Highest open rates oof all email – who doesn’t open order confirmations?
Great opportunity to build the brand. Seasonal imagery
Personality, dynamic content based on most valuable customers? Humanize!
Cross sell but also add value. Delivery, returns information, customer service details etc.
Think about adding value
Themselves: DALE CARNEGIE – ‘The most important thing someone can hear is their own name’
Ask questions; people want to give you information…
Ask at relevant times
In real life you don’t ask 100 questions in one go!
Use behaviour not just explicit data – people telll you want they want you to hear
Make it useful – great feedback then turn them into social advocates
Bad feedback – well think about getting customer services to call them? Humanize
Magento has all this data – better opportunity than offline! You know what they bought and when they bought
You don’t get this in a store – once they leave, they’ve gone.
Look to identify key products that lend themselves to replenishment. Face cream example
But also add value… if you have products with hints and tips, send them guides, additional content
Thin kabout multi step programs – branch out based on what you know.
There are other providers out there – im not going to say we are the only ones… just the best at it! ;)
Segments – what are the key segments for you. General segments and work down from there. Is it gender? Average order value?
Do you have two ranges or lines – both different values?
Personalize and think about ROR…. Relationshops -- Another coined phrase for you!!
Automate
Do the easy ones first… but do them well. Sit back and watch the money roll in!
Dotmailer mantra
52 weeks in a year
40 hours a week.
Spend 1-2 hours every week on something new.
First week – 2 hours of planning!
Go back, see how things are working and tweak.
Optimize
Have you got any tips or ideas for building email lists?
Survey, pop over capture
Promote an online contest like a free giveaway, and have entrants sign up or submit with their email address.
Print/SMS campaigns
Social/Facebook
Use transactional emails/post purchase
Social sharing/forward to a friend links
Viral campaigns
With all of this would you not end up sending too much email? / How do you ensure you are not spamming customers?
Interestingly email is one of the only marketing channels where we are told to do less of it! If you think about all other forms of marketing, getting your message/brand out there – generally we cant do enough! So we need to stop worrying about sending too much email… email is one of the least intrusive mediums, the subscriber is in control and email is easy to delete. However, we need to be smarter, more emails that are relevant and suitably different is a good thing, if you send someone 2 emails you have 2x the chance to get someone to convert!
But consider the types of email and use behaviour to ensure the same type of email is not reaching the customer at the same time, build in rules around their recent opens and only send email if its relevant.
If my ESP doesn’t integrate and automatically pass the data across, what can I do?
These days it is crucial you do have a fully integrated solution – the amount of time this will save you in the long run will far outweigh any initial costs to buy into a platform that does the heavy lifting for you.
However, there is always the manual export function. Check what data you can export manually and what you can use. Typically date fields are the ones needed for any form of automation but ensure you align your trigger scheudle with the time you export and import data, i.e. it would be no good if you ha da trigger doing 2 days after purchase if you only exported and imported every 5 days!
