dotmailer customer journey - uk edition
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Humanising the online
purchase journey
Matthew McClelland
Channel Relationship Manager
9th Sept 2014
Slide 2Slide 2 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Slide 3Slide 3 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Slide 4Slide 4 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
2016
13.5%
Overall
2010
£121b
Overall
23%
Overall
£221b
Overall
The growth of online
Slide 5Slide 5 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Challenges for online retailers
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
Slide 6Slide 6 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Insight noun
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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
EmailAre your customers
opening, clicking or
converting?Browse
Understand what people
are looking at but
not necessarily buying
Slide 8Slide 8 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Shopping is…
• A customer experience
• A brand opportunity
• A chance to connect
Slide 9Slide 9 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Seize the opportunity online
• Welcome Programs / Account Registration
• Abandoned Browser / Lost Basket Emails
• Transactional Emails / Post Purchase Feedback
• Retargeting / Re-engagement / Replenishment
Slide 10Slide 10 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Welcome program
3 step welcome program
• Welcome
• Educate
• Incentivise
5500%
ROI
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Account creation
• Say thank you!
• Explain the benefits of
shopping with you
• Ask for additional info
• Give opportunities to further
interact
29%CTR
67%OR
Slide 12Slide 12 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Abandoned browse
Checklist
• Include recommended products
• Ensure the email arrives within
an hour
• Use urgency
• Highlight value
• Use clear and large product
imagery
• Make sure your mobile optimised
• Include customer service contact
details
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Cart Abandonment
Checklist
• Send within the hour
• Include the contents
• Use dynamic content
• Serve product
recommendations
29%
Sales recaptured
through a three step
abandoned cart
program
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Transactional
• Again, remember to say
thanks!
• Change imagery and style
• Build personality of brand
• Cross sell but make sure
you add value
Slide 15Slide 15 Humanizing the online journey @dotmailer #UltimateCustomerJourney2014
Feedback
• Ask questions
• Service & Satisfaction
• Social advocacy
• Make it useful
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• Harness information from
Magento
• Use key products for
replenishment
• Add Value
• Multi step and branched
More spent on
avg by repeat
customers than
new customers
67%
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Personalization
• Treat people differently
– Friends, Family & Strangers
– Tailor the experience
– Make people feel special
208%↑CR
24%↑Revenue
21%↑Retention
Source: MarketingSherpa, 2012
‘Must Have’
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
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ROR – Return on Relationship
• 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
Takeaways
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Think Big, Start Small, Scale Quickly
• The dotmailer way
• Time and Resource
• Time to Test
• Optimisation
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Source: Leapfrogg, 2014
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Takeaways
1. Integrate!
Get your magento data syncing with your ESP – quick!
2. Segment
Define your default segments
3. Consider ROR
Build “relationshops” and revenue
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Takeaways
4. Campaigns
– Welcome
– Abandoned cart
– Post purchase
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Takeaways
4. Campaigns
– Welcome
Sign-up Vs Account? Multi Step, Branched?
– Abandoned cart
Customers Vs Guests, Top Customers
– Post purchase
New purchasers Vs Regulars,
Dynamic Content & Seasonal Imagery
Thank you
Any questions?
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