conversions - key applicable methodologies for increasing conversions or what you can do to get...

Using email marketing to generate more revenue from your online store

3 simple strategies

It’s not about me …

It isn’t about Pure360

Cue splash of relevant logos

3 key strategies

• Retargeting• Email behaviour• Website behaviour• Off site activity

• Sales cycle marketing • Before the sale• After the sale

• Getting social • Using social in email • Driving social interactions• Social driving email interactions

Retargeting

The vast majority of email marketers are 1 hit wonders!

Don’t be a one hit wonder!

Ways you can get the most from each campaign:

Retarget to non opens – so easy!

• Recipient response rates vary massively • You are basing your response on your subject line

Retarget the opens but not clicks

• Demonstration of interest • Easy wins!

Website behaviour

Photo credit http://www.richardalois.com

Cart Abandonment

Consumers are abandoning carts MORE

1. Increase in consideration period

2. Discount vouchers effect

How to combat the common issues:

1. Make shipping charges reasonable (47%)

2. Display customer service details (22%)

Separate yourself from the pack

You can rule the ecommerce world!!!

Only 30% currently email retarget

Only 10% retarget by phone

Approach

Sales approach puts people off...

“Complete your transaction now to get 10% off!”

Service based approach works much better...

“we noticed you had items in your basket, something we can help you with?”

Technology

You have options

• Email Marketing Company provided• Use built in tracking to follow recipients after the click

• Web Analytics• Need to spend money on these – won’t work with GA• DC storm• Coremetrics

• 3rd party providers• Sales cycle

Timing

Testing testing...

• Depends on sales cycle/consideration period • How many competitive products• Think days not hours

3 key strategies

• Retargeting• Email behaviour• Website behaviour• Off site activity

• Sales cycle marketing • Before the sale• After the sale

• Getting social • Using social in email • Driving social interactions• Social driving email interactions

Off line activity

What else can you retarget on?

• Calls into customer service

• Store visits

• Social interactions

• Referrals

Sales Cycle Marketing

Augmenting the sales process with email marketing = genius.

Powerful Stats

Email marketing can improve the impact of telemarketing by up to 70%

Email marketing can improve the effectiveness of direct mail by up to 40%

Both stats from DMA UK.

Sales Cycle Marketing

From welcome to sale – help them along the process:

Sales Cycle Marketing

Sales Cycle Marketing

Make sure you’re capturing the right data:

Get a sequence going on

Welcome/Sales Positioning Building Winback

Time

Focus on what you can achieve

Sales Cycle Marketing

What you can do Post Sale...

Marketing Opp

Generate referrals

Invites UGC – great for SEO

Up & Cross sell

Sales Cycle Marketing

Customer service messages

Often dull and transactional

Guarantee they’ll open it

3 key strategies

• Retargeting• Email behaviour• Website behaviour• Off site activity

• Sales cycle marketing • Before the sale• After the sale

• Getting social • Using social in email • Driving social interactions• Social driving email interactions

Getting Social

3 ways that email can work with Social media:

• Driving social interactions from email

• Driving email interactions from social

• Using social in email

Getting Sociable

Relevant Social

Relevant shareable content is the new ruler...

Go beyond just sharing!

Getting Social

Getting Social

3 key strategies

• Re-targeting• Email behaviour• Website behaviour• Off site activity

• Sales cycle marketing • Before the sale• After the sale

• Getting social • Using social in email • Driving social interactions• Social driving email interactions

Questions >>> Answers

Thanks for listening, can’t wait to hear all your questions...

Go on... Ask lots

Follow me @marcmunier and @pure360

Email me marc.munier@pure360.co.uk

Or even call me 01273 647880

Bonus Strategy !!

• Focus on design • Clear Call to Actions• Sell the download

Salesforce – a force to be reckoned!

CTR increased 28.5%

Provide clear call to actions

Provide clear call to actions

Provide clear call to actions

Sell the download!!

Sell the download!!