This document discusses digital marketing strategies for retailers. It begins by providing some statistics on online shopping trends in Ireland. It then discusses using marketing automation to personalize the customer experience from greet to browse to buy to goodbye. Specific strategies are proposed for different stages of the customer journey, including data capture and welcome emails, abandon cart emails, order and shipping confirmations, product reviews, and retention strategies like replenishment emails. The document emphasizes making every interaction a human one and focusing on building long-term customer loyalty.
The Upside to Cross-Selling: How MVMT Watches Boosted RevenueOptimizely
Retailers of all sizes understand that cross-selling is an effective way to increase online sales. What may surprise you is that you don’t need to spend a fortune to start an effective cross-sell program. Check out these slides to learn how MVMT Watches, the # 2 store on Shopify, used testing and optimization to launch a winning cross-sell strategy that increased online revenue.
Igniting Summer Sales: Marketing Strategies for a Successful SeasonKlaviyo
Summer’s right around the corner, and the competition for your customers’ attention is hotter than ever as brands increasingly shift their focus to ecommerce. Are you equipped to see record-high sales?
Join BigCommerce and Klaviyo as we unpack the latest trends in consumer behavior and what they mean for your brand’s summer sales strategy. You’ll explore ecommerce growth trends by vertical, email marketing engagement tactics practiced by top DTC brands, and the new state of relationship-building that consumers expect from ecommerce brands.
Plus you'll hear from Solo Stove, a global leader of portable stainless steel wood-burning stoves and fire pits. Tune in to discover the brand’s marketing game plan, and hear how they plan to drive sales all summer long.
Whether it's your main season or your makeup season, summer's the time to deliver unforgettable customer experiences.
The Upside to Cross-Selling: How MVMT Watches Boosted RevenueOptimizely
Retailers of all sizes understand that cross-selling is an effective way to increase online sales. What may surprise you is that you don’t need to spend a fortune to start an effective cross-sell program. Check out these slides to learn how MVMT Watches, the # 2 store on Shopify, used testing and optimization to launch a winning cross-sell strategy that increased online revenue.
Igniting Summer Sales: Marketing Strategies for a Successful SeasonKlaviyo
Summer’s right around the corner, and the competition for your customers’ attention is hotter than ever as brands increasingly shift their focus to ecommerce. Are you equipped to see record-high sales?
Join BigCommerce and Klaviyo as we unpack the latest trends in consumer behavior and what they mean for your brand’s summer sales strategy. You’ll explore ecommerce growth trends by vertical, email marketing engagement tactics practiced by top DTC brands, and the new state of relationship-building that consumers expect from ecommerce brands.
Plus you'll hear from Solo Stove, a global leader of portable stainless steel wood-burning stoves and fire pits. Tune in to discover the brand’s marketing game plan, and hear how they plan to drive sales all summer long.
Whether it's your main season or your makeup season, summer's the time to deliver unforgettable customer experiences.
Ever wondered what you can do to prevent customers from leaving your checkout prematurely? These 6 tips will help prevent that from happening to your Ecommerce business.
Everything you need to design a successful web store. With a majority of companies making their online presence, here are a few brands that have delivered good User Experience.
Something different this time... Speaking at SalesHackers Amsterdam about how we approach our sales strategy and evangelize web performance. Food for #startups
This is a collection of different landing pages use cases, especially picked for e-commerce businesses. You will find some tips how to increase sales and engage your customers.
For more information, visit: http://www.wordstream.com
As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.
Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.
In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:
- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing
WHY YOUR DATA ASSET IS YOUR GOLD MINE - JOHN ABBEYBig Data Week
John is a Senior Data Consultant with nine years’ experience working for the world’s leading customer science company: dunnhumby. John strives to help brands and retailers put their customers at the heart and grow through data.
During this time he has acquired experience of working with vast quantities and varieties of on and offline data across sectors (retail, media and finance) and markets (EMEA, the Americas and Asia). His role has evolved from coding and data loading when he started as a graduate to creating data strategies for some of the largest retail businesses in the world.
John graduated from Sussex University with a degree in Mathematics & Statistics.
Consolidated deck across HeroCon London '17, Superweek '18, SMX Munich '18 & DA Summit Greece '18 on the issues with marketing attribution with a recommendation alternative approach to use.
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...Divvit
The ultimate guide to plugging leaks along your sales funnel, from our webinar with CartStack's Colton Bradshaw. Learn how to optimize each step of the sales funnel to reduce bounce rate, browse abandonment rate, and cart abandonment rate with smart recovery emails and UX optimization.
Read the article here: https://www.divvit.com/blog-posts/recovering-lost-leads-how-improve-ecommerce-sales-funnel
Watch the webinar here: https://youtu.be/WdpPAOpxU0k
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
IS20G14 - The CRM Check-Up: How to Reexamine Your Sales Tools -Mark Vickery, ...Sean Bradley
When was the last time you evaluated your CRM? Priorities in the auto retail industry and within your dealership have rapidly shifted, and the way you use the CRM and other sales tools at your dealership should change, too.
The car sales process has evolved to become more personalized, flexible, and digital, and it's essential to make sure your dealership’s tools are keeping up. But with so many factors to consider in a tool as complex as a CRM, figuring out exactly what you’re missing can be an overwhelming task.
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
We reviewed the email strategy of a mega-brand to understand their email flows and see if they've built an email marketing strategy as big and successful as their name.
Follow the Customers: Selling on Amazon, eBay and WebstoreVendio
E-commerce businesses need to be where the customers are. Selling on branded sites like eBay and Amazon are part of the business plan for many
successful e-tailers. Is selling on eBay still a viable option? What are the different ways you can sell your products on Amazon? Learn the answers
to these questions – and much more – during this informative session.
Ever wondered what you can do to prevent customers from leaving your checkout prematurely? These 6 tips will help prevent that from happening to your Ecommerce business.
Everything you need to design a successful web store. With a majority of companies making their online presence, here are a few brands that have delivered good User Experience.
Something different this time... Speaking at SalesHackers Amsterdam about how we approach our sales strategy and evangelize web performance. Food for #startups
This is a collection of different landing pages use cases, especially picked for e-commerce businesses. You will find some tips how to increase sales and engage your customers.
For more information, visit: http://www.wordstream.com
As anyone who has ever managed a Google AdWords account knows, there are dozens if not hundreds of numbers to track when analyzing your search marketing performance.
Information is good, but information overload is paralyzing, so it’s important to focus on the metrics that provide the most insight into your performance.
In this webinar WordStream Founder Larry Kim and Sam Owen, Account Manager at Hanapin Marketing, show you:
- 8 key PPC metrics, including Quality Score, wasted spend and impression share
- Why these metrics are so important for campaign analysis
- How to quickly find out how your own campaigns are performing
WHY YOUR DATA ASSET IS YOUR GOLD MINE - JOHN ABBEYBig Data Week
John is a Senior Data Consultant with nine years’ experience working for the world’s leading customer science company: dunnhumby. John strives to help brands and retailers put their customers at the heart and grow through data.
During this time he has acquired experience of working with vast quantities and varieties of on and offline data across sectors (retail, media and finance) and markets (EMEA, the Americas and Asia). His role has evolved from coding and data loading when he started as a graduate to creating data strategies for some of the largest retail businesses in the world.
John graduated from Sussex University with a degree in Mathematics & Statistics.
Consolidated deck across HeroCon London '17, Superweek '18, SMX Munich '18 & DA Summit Greece '18 on the issues with marketing attribution with a recommendation alternative approach to use.
Recovering Lost Leads & Customers Along Your Sales Funnel Using Simple Websit...Divvit
The ultimate guide to plugging leaks along your sales funnel, from our webinar with CartStack's Colton Bradshaw. Learn how to optimize each step of the sales funnel to reduce bounce rate, browse abandonment rate, and cart abandonment rate with smart recovery emails and UX optimization.
Read the article here: https://www.divvit.com/blog-posts/recovering-lost-leads-how-improve-ecommerce-sales-funnel
Watch the webinar here: https://youtu.be/WdpPAOpxU0k
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
IS20G14 - The CRM Check-Up: How to Reexamine Your Sales Tools -Mark Vickery, ...Sean Bradley
When was the last time you evaluated your CRM? Priorities in the auto retail industry and within your dealership have rapidly shifted, and the way you use the CRM and other sales tools at your dealership should change, too.
The car sales process has evolved to become more personalized, flexible, and digital, and it's essential to make sure your dealership’s tools are keeping up. But with so many factors to consider in a tool as complex as a CRM, figuring out exactly what you’re missing can be an overwhelming task.
IS20G14 - Philadelphia, PA
LIVE! Casino & Hotel
January 11-13, 2022
We reviewed the email strategy of a mega-brand to understand their email flows and see if they've built an email marketing strategy as big and successful as their name.
Follow the Customers: Selling on Amazon, eBay and WebstoreVendio
E-commerce businesses need to be where the customers are. Selling on branded sites like eBay and Amazon are part of the business plan for many
successful e-tailers. Is selling on eBay still a viable option? What are the different ways you can sell your products on Amazon? Learn the answers
to these questions – and much more – during this informative session.
3 steps to recovering your abandoned cartscloud.IQ
Not only is Abandoned Shopping Cart recovery an art but happily 85% of abandoners are open to receiving cart reminders. In fact, 35% of shoppers who abandon carts actively welcome receiving these emails.
Join Kath Pay of Plan to Engage & abandonment expert, James Critchley of cloud.IQ and not only find out why this is a fantastic opportunity to increase your revenue but also what you can do to increase your conversions and revenue.
Building a winning Digital Experience starts with a good strategy, relevant touchpoints you want to create, and business outcomes you want to drive. From e-commerce, to email, to mobile, through sales, and service there are many places to go, and so little time and resources. This session will discuss advertising, incrementality, brand value, and improving your experience.
Key Takeaways:
Driving Marketing
ROI Incrementality
Increase Brand Value
Practical marketing automation from BMANEO eventBMANEO
Rick Neiman presents Avery Dennison’s road map to Marketing Automation--one that took them to the intersection of content management and lead generation.
Making the customer journey seamless and clear is essential to a successful conversion and email marketing is only part of this process, what happens next is crucial!
Landing pages can dramatically increase the results of your campaigns. You need to embrace the opportunities to work beyond just the remit of the email.
El mundo real: Profesionales de marketing que han destacadoIgni
"El mundo real: Profesionales de marketing que han destacado." Conoce la presentación de Laurie Hood en Digital Marketing University 2013 en Ciudad de México.
En esta última sesión te mostraremos cómo puedes dar vida a los contenidos. Conoce cómo empresas similares a la tuya han dado un salto en el marketing digital mediante las estrategias y tácticas descriptas en las conferencias del día. Verás desde adentro cómo lograron vender sus programas a los directivos y conocerás casos reales y sus resultados. Estos casos del mundo real te servirán de inspiración y fuerza para convencer a tu empresa de que el status quo en marketing es inaceptable.
How can I convert my subscribers into customers, turn my customers into great customers, and extend the lifetime value of my customers?
In each of those cases, lifecycle marketing is key. Lifecycle marketing is about triggering marketing communications when you know they will have maximum impact—and also knowing who you shouldn’t focus your efforts on.
If you’re part of an eCommerce company and are interested in building an automated customer acquisition and retention plan, then this presentation is for you. Mike Arsenault, Co-founder and CEO of Rejoiner, covers:
--The basics of lifecycle email marketing for eCommerce
--How to use a simple spreadsheet to identify customers with the highest potential ROI
--How to predict when customers are about to defect from your company
--How to measure the profitability of your triggered email program
--Examples of lifecycle email campaigns that real eCommerce companies are using today
Speaker presentations from the launch of DMI 2013 on May 22nd at the RSA in London. Speakers were Emma Robertson, - Transform, Siobhan Fitzpatrick - Homebase, Sarah Hicks - Santander and Jonathan Carr-West - LGIU. A video from the launch event is available here: https://vimeo.com/68079660 and the research report can be downloaded here: http://www.transformuk.com/research/dmi-2013-creating-true-customer-centred-services/ . For further information please contact enquiries@transformUK.com
How to Improve Sales Productivity in 5 Steps: Digital Sales CoverageMarketBridge
Your buyers have changed how and when they want to engage with your Sales Team. However, when they do engage, 70% of the time your Sales Reps are not properly prepared for the conversation and only 7% will earn a second conversation.
Join us for a 30 minute webinar to learn about the 5 step approach to Digital Sales Coverage, a tactic that combines digital customer engagement with analytics, enabling sales teams to target, prepare, and engage far more effectively.
This webinar is for Sales AND Marketing leaders, as we'll cover how to:
Improve Lead Quality and Conversion Rates by 20%+
Develop a Scalable Digital Engagement Model for Customers Who are "Not Ready to Buy"
Lower Your Cost-of-Sale to Deliver Revenue More Efficiently
Digital sales coverage webinar presentationMarketBridge
In this whitepaper we cut to the chase - and talk about how to win the hearts and minds of customers in a world of overloaded messaging, big data run-amok, and decreasing customer attention. In this whitepaper we outline:
How best to target your audience
What tactics are needed to become a trusted resource for your customers
How to fluidly connect the in-store experience to the offline experience
Google Analytics Konferenz 2018_ What Your Google Analytics Data Isn't Tellin...e-dialog GmbH
Medallia Digital provides invaluable qualitative data representing the voice of the customer (VoC). This provides insight to your customers' web journey, how they feel and why they behaved in a certain way on your website. It complements the quantitative data of web analytics by providing the “why” to the “what” and “when”. Learn how to enhance your conversion rate optimization and web analytics efforts from experts at Medallia.
The stakes of doing business get higher every day as retailers vie to win the eyes, ears and wallets of customers for their stores.
The Internet has made price almost completely transparent and independent retailers are constantly challenged to find new and unique merchandise that big box down the street don’t carry.
This seminar explores how independent retailers can find merchandise to meet their customers needs while differentiating themselves from other stores.
#CNX14 - Talk About Returns: Automating Personalized Print and Digital Lifecy...Salesforce Marketing Cloud
When most people think of modern marketing, they think about digital—display ads, search, retargeting, email, texts, social. But the truth is print can be highly valued, especially when used in the context of a broader omni-channel customer journey. This session will explore how two leading marketers use automation to create synergy between print and digital campaigns, resulting in substantial cost reductions and dramatically improved response rates.
Ecommerce UK Making Christmas Count eventPracticology
Slides from presenters at the Ecommerce UK LinkedIn Group's Making Christmas Count event:
- Martin Newman, Practicology
- John Bovill, Monsoon Accessorize
- Mo Syed, Amplience
- Nadine Sharara, Thomas Pink
- Kristian Bromley, Firebox
- Kerry Okikiade, Firebox
- Kana Butkovic, The Swiss Digital
- Neil Sansom, Moss Bros
- Myles Dawson, Adyen
Customer Development Model (CDM) is a four-step framework developed for discovering and validating the right market and the right product features that solve customers’ needs, testing the correct model, and deploying the right organization to scale the business. In these slides, we go through a case study to illustrate CDM elements and procedures.
Similar to Promozoo- dotmailer bricks and mortar deck (20)
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
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
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/
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
1. Digital Bricks and
Mortar for Retailers
Brian Larkin- Founder Promozoo.ie
@Promozoo
Skip Fidura- Huge title at dotmailer
@skipfidura
2. To begin Some Killer Stats………;)
60%
118.5%
Mobile phone penetration currently
stands at 118.5% (5.4 million plans) ³
€3.7bn
An estimated €3.7bn was spent
by Irish consumers online in
2012 however 73% of that was
spent on overseas websites. ¹
Ireland is one of the fastest
growing online retail markets in
the world with 60% of Irish adults
shopping online. ¹
4.9 bn
Email popularity and usage is on the
rise, predicted to rise to 4.9 billion
accounts by 2017²
Sources:
¹Google Ireland Breakfast 2014
²Email Statistics Report- Radicati Group 2014
³The Irish Digital Consumer Report 2013
@SkipFidura @dotmailer #CustomerJourney Slide 2
3. Slide 3 of 28
What is the Next Big Thing?
“Big data driven contextual customer
experiences delivered by cloud based
marketing automation solutions”
4. Slide 4 of 28
What is the Next Big Thing?
“Blah blah driven blah blah blah
delivered by blah blah marketing blah
blah”
5. People Buy From People
Picture from www.brand drivendigital.com
@SkipFidura@dotmailer #CustomerJourney Slide 5
6. Experience Starts Before You Even Walk In
Billions
spent
annually
on POS
..why?
@SkipFidura @dotmailer #CustomerJourney Slide 6
7. Transactions Have Become Sterile
….Whose cart is it anyway? …
Slide 7 @SkipFidura @dotmailer #CustomerJourney
7
…human interactions at scale
8. The Bricks and Mortar Journey
Greet Browse
Buy Goodbye
Slide 8 @SkipFidura @dotmailer #CustomerJourney
9. The Bricks and Mortar Experience
Greet:
• Welcome to
• How are you today?
• Can I help you find anything in
particular?
Slide 9 @SkipFidura @dotmailer #CustomerJourney
Browse:
• Can I find that for you in your size or
something that goes with that?
• Have you seen this offer?
• If you are too busy, I can hold this for
you.
Buy:
• Upsell/Cross Sell
• Point out missed offers
• Answer any questions about payment,
returns etc.
• Would you like to join our mailing list?
Goodbye:
• Thank you
• Did you find what you were looking for
today?
• Stop by next week for new stock.
• Customer satisfaction
10. From eTail to meTail
Greet:
• Welcome program
• Data capture
• Landing pages
• VIP program
Slide 10 @SkipFidura @dotmailer #CustomerJourney
Browse:
• Browse abandonment
• Product recommendations
• Size guides
• Product reviews
Buy:
• Order confirmation
• Shipping confirmation
• Cross sell/upsell
• Data capture
Goodbye and After:
• Thank you
• Review request/customer sat survey
• Product Replenishment
• VIP program/Loyalty
• Lost/Lapsed program
• Birthday program
12. Data Capture and Welcome – J. Crew
• What do you really need to
know when you first meet
someone:
– First name
– Last name
• This also asks for:
– Email twice
– Password twice
– Password hint
– Country
@SkipFidura@dotmailer #CustomerJourney Slide 12
13. Data Capture and Welcome – J. Crew
• This email is sent immediately
• Greeting and copy tone match
the brand
• This email does call out the
benefits of registering but will
they be perceived as a
benefit?
@SkipFidura@dotmailer #CustomerJourney Slide 13
14. Data Capture and Welcome – J. Crew
• A more branded email comes
the next day
• Missed some tricks
– Not personalised
– CTA to website but this
follows a registration on
the website
– Doesn’t reinforce the
benefits of the time the
customer spent giving up
their details
@SkipFidura@dotmailer #CustomerJourney Slide 14
16. Abandon Browse and Basket
• First and foremost highlight the
products that they were viewing
or in the basket
• Position this email as a value
added service
– Holding the products for you
– Anything we can do to help
– Overcome barriers and
objections
• Feature related products
@SkipFidura@dotmailer #CustomerJourney Slide 17
18. Why you should send transactional emails
Post-sale transactional emails
have the highest customer
engagement of any
communication:
• Minimize post-purchase
dissonance
• Reduce returns
• Build customer loyalty and
trust
• Build online brand advocacy
• Maximize upsell and cross-sell
revenue
Slide 19 @SkipFidura @dotmailer #CustomerJourney
19. Order Confirmation
• Say “Thank You”
• Confirm payment, product and delivery
details
• Show related products
• Share customer service details
• Encourage people to sign-up who haven’t
already
• Ensure that the message is on brand both
visually and tone of voice.
Good but Not Carling……..Survey here?
The most important part has yet to occur
Was it delivered on time & in good condition?
@SkipFidura@dotmailer #CustomerJourney Slide 20
20. Shipping Confirmation
• This is always a good news
message
• Don’t let your carrier take the
glory – unless the message
isn’t great (e.g. wide delivery
window)
• Confirm the shipping details
• Another good opportunity to
cross and up sell.
@SkipFidura@dotmailer #CustomerJourney Slide 21
22. Surveys are a Form of Digital Body Language
• Time the email within a couple of
days of delivery
• Ideally include an image or
description of the product
purchased to remind customers
which purchase they are reviewing
• Include customer services details
or a special department to resolve
issues before they leave the review
• Do not forget to thank all reviews –
positive and negative
• Follow up on all reviews if possible
@SkipFidura@dotmailer #CustomerJourney Slide 23
23. Product replenishment
• First Priority – Will they buy
the product again?
• Second Priority – Will they
buy it from you?
• Tailor it to the product
– Product specific timing
– Product image
– Dynamic content in you
other marketing comms
@SkipFidura@dotmailer #CustomerJourney Slide 24
24. Some Thoughts About Retention
By Skip Fidura, dotmailer Global Client Services director
• Did you wake up wanting to be retained today?
• How much time should you spend on your “Monthly Email
Campaign where you Repurpose Stuff Off Your Website”?
• If you could personally walk a single customer through
their journey from first purchase to loyal customer, what
would your story be?
Slide 25 @SkipFidura @dotmailer #CustomerJourney
If you believe what you read then you should be working on …
But if you heard … then you are not alone.
The reality is that people still buy from people.
Gone are the days of the corner shop where
The shop keeper knew you
Stocked the things you liked
Knew which products should be running low.
Over £1B is spent annually on merchandising and POS
Let’s see how well these brands do …
You know what you are going to get whenever you go into one of these shops
If you go into a Gap you know that:
Greet
Hi How are you today? Anything I can help you with?
Let me help you find that in your size.
Let me find something else to go with that.
Show what other people are trying on
Point out in store promos
Too busy? I can hold that behind the till for you.
Upsell on the till
Ask for email address on the till.
Thank you. Come again.
So what about the buying phase? People buy from people but digital has totally removed the human element. Think about the last time your bought something online from a store other than Amazon. Are you sure it wasn’t Amazon? Every Checkout looks like Amazon, else there will be a high abandon rate during the purchase process.
And that highlights the problem. If every check-out process looks like Amazon, then they quickly become sterile and anonymous. You can take your logo and switch it out with any of your competitors and your customer will not know the difference.
So we need to differentiate ourselves by removing the sterility and being more human. It is simple stuff like saying “Thank You.” We conducted some research on 60 top UK and US online brands and were shocked to find that the vast majority were not even doing the basics like:
Sending a thank you message when somebody buys something or registers on your website
Most brands send order conformation emails but they come out of the eCommerce platform and are therefor not tracked in any way and are frankly never on brand
The best shipping conformation came from the shipper not the company from whom we bought the product.
The list goes on.
We spend so much time being digital marketers that we forget that all we are really trying to accomplish is human interactions – at scale.
The bricks and mortar journey can be broken into four main parts…
I have typed this out for you.
While on the face of it this looks like a short form, would they have been better asking for details that could be used to deliver a richer experience rather than focussing on creating an account
Just because you think something is a benefit doesn’t mean that it is.
They follow that email up one day later but…
No personalisation
CTA drives reader to “explore” the website but that is where I was when I signed up
They could have asked about my interests to make the email and web presence more tailored to me – Net-A-Porter does this very well.
This is great for an abandoned basket email and checks all the boxes
BUT an abandoned browse email needs to be a little more subtle
In a shop, you know that a shop assistant spoke with you and helped you browse
In ecommerce, customers know (they are not stupid) but they forget
You can easily cross into the creepy factor
This hits all of the key points but
By changing the design the could more prominently feature recommended products
They ask about the experience but in reality the most important part of the experience is yet to occur
Was the product delivered when expected?
Was the product delivered in good condition?
Shipping confirmation emails are tricky
In a break from trend want to call out a good thing about this email
Gant has used their brand on the shipping confirmation sent by the shipper
This is the best news of the journey and too often ecommerce brands miss out on the good feeling
If your delivery partner is
Good – they can get some or all of the credit
Bad – you get all of the blame
You can tell when a customer is dissatisfied in a shop – online it is not so obvious
But the old rule of thumb is still true
A customer will tell 5 people about a good experience
And 25 people about a bad experience
But in today’s world it is not about how many people they tell but how willing they are to post about it on Facebook
For this email, a couple of things to think about
On-line shoppers shop on-line a lot they might not remember the transaction you are asking about so give them as many clues as possible
Brand
Product details
Product image
Be careful about over surveying – don’t be that annoying friend that is always looking for validation
Product replenishment sounds great in the abstract and is easy if you sell one or maybe just a few products.
But think about a retailor who sells hair and beauty products (clearly something I don’t know anything about)
If I buy a number of products that will al run out at different times
How do I manage the customers inbox
How do I fit this in with my other marketing materials
Offline, retention starts before the customer even enters the shop.