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Web Marketing Week5
- 1. Internet Marketing Practices Week 5: Retaining Customers Alan Chen, 2011
- 10. Provide what you need without search
- 11. Encourage you to spend more, happily
- 15. Though the real story is more complicated, we can use a simple case as an example...
- 18. Who are customers visited in last 3 months?
- 19. Who spend more than 10,000 in your store? Name: Alan Chen Lefty eye: 100+ Right eye: 200+ First time visit: 12/1/2001 Name: Jason Lin Name: Emily Chen Name: Kai Wang Name: Sam Lin
- 26. More accurate “Buy also” recommendation
- 28. Special discount in the birthday month
- 35. SMS, social network, etc. are more effective
- 36. Send out Delivered Opened Interested Take action Email suffers from the poor conversion rate...
- 39. Send too much, send too fast
- 40. High bounce rate
- 41. And more...
- 43. Test, and test again (avoid break out code)
- 44. More testing: subject lines
- 45. Help your readers help whitelist you
- 46. Give them options (e.g. text version)
- 47. by Benchmark.com
- 49. In different resolution? and different mail client...
- 51. Ask a question
- 52. Call to action
- 53. Trial and error
- 55. by Benchmark.com
- 60. Mails work in one client may not work in others Testing a variety of anchor links By Campaignmonitor.com
- 62. Yes, use graphic has less issue in different clients
- 63. Yes, graphic is more convincing than text
- 64. But sending out an email is just not enough
- 65. Strategy? Find a balance between too much or too less message before loading images Send out Delivered Opened Interested Take action
- 66. An example from Campaign Monitor, subject: Designing email for mobile: Our latest tips, tutorials and inspiration Send out Delivered Opened Interested Take action
- 67. A proper ratio between image and text, but... Send out Delivered Opened Interested Take action
- 69. Is the message clear and loud?
- 71. Can users easily find the product they are interested in?
- 77. Can't compare the result of each send out
- 80. Various Results (from 1/1/2010~)
- 83. Delivery time shorten from 1 week to 1 day
- 84. A/B testing
- 85. Screenshot in 20+ email clients (USD5/test)
- 86. Detailed report, e.g. open rate, most popular links
- 88. Send out Delivered Opened Interested Take action Email suffers from the conversion rate... +10% +20% +5%
- 89. However, nothing is more important than “ a pleasant experience with the product”
- 91. = ? visitor to the site
- 92. not to mention “a happy customer”!
- 94. Effective to use (output formats for different purpose)
- 95. Easy to learn (Paint vs. Photoshop; demo project)
- 96. Easy to use (no surprise in each button or click)
- 97. Easy to remember (Dos vs. Windows)
- 98. Efficient to use (Performance, short-cuts vs. GUI)
- 99. Low error (Error Proof, auto-save)
- 100. Satisfying to use (I like it!)
- 102. Provide more information (default content thumbnail, links to content store)
- 103. Keep user updated (live update, check for update)
- 104. Lower switching cost (backward compatibility, backup setting)
- 105. … and so on.
- 107. That's all for today, any question?
- 113. Does not help users who are already developers
- 114. Similar issues happen in other incremental developments
- 115. Need to consider existing users
- 120. But there is no way to jump to top
- 121. Title in Directory does not match module title
- 125. On/Off text?
- 126. Straight line and break link (& bump)
- 128. Exercise:
- 130. Convincing message
- 132. … or anything else
Editor's Notes
- You don't need different brochures or 集點卡 Personalization Wish list “Buy also” “You may interested in...” Loyalty Program Credit card/flight club points
- Changing focus from Transaction to Analytics We are trying to implement this year
- - 王永慶的 repeat purchase
- But the most important way we are using because we can't talk to customers in phone or in person That's why we use every way we can to collect email address
- Invalid email address Convince them you won't spam them; do not trick them to become subscriber; opt-in instead of opt-out Ensure they will update their email (e.g. login account) SPAM restriction Users do not unsubscribe but mark spam instead Sent out frequency (flood control) Mail server setting IP address been banned
- - too less information: they ignore the mail - too much information: they don't load the image and you don't know the open rate
- can be used to achieve some desired goal can do what is needed.( 轉檔 ) user can rapidly start getting some work done how well users can use that functionality. easy to remember, high level of productivity is possible. make few errors during the use of the system subjectively satisfied when using it;