email marketing for ecommerce: creating personalized experiences

Email strategy

for a leading eCommerce giant to

create personalized experience and

triple click rates

&A PRESENTATION

@SitaSpeaks

Our Client

CASE STUDY OF &

@SitaSpeaks

BliBli.com is Indonesia’s leading online shopping mall focusing on various products such as Electronics, Lifestyle, Culinary and Automotives amongst many others.

TOTAL MERCHANT TOTAL PRODUCT TOTAL BRAND

2000+ 100,000+ 3000+

Source- ClientCASE STUDY OF &

@SitaSpeaks

250 million people

73 million online usersExpected to grow to 93 million by 2015

Source- eMarketer

Expected 7.4 million digital buyers

Indonesia – An attractive market for eCommerce

CASE STUDY OF &

@SitaSpeaks

INNOVATIVE & INTELLIGENT TECHNOLOGY

WIDE MORE RELEVANT AND UP-TO-DATE PRODUCT

EXCELLENT SERVICE TO CONSUMER & MERCHANT

THEPLAN

STRATEGY TO WIN 2015

CONSUMER CENTRICMARKETING ACTIVITIES

Source- ClientCASE STUDY OF &

@SitaSpeaks

How they market their services digitally

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@SitaSpeaks

How they market their services digitally Even though many channels to attract traffic and sales have emerged in recent years,

email continues to be one of the main channels for driving

online sales.

Source: Mc Kinsey & CompanyCASE STUDY OF &

Social media Email Marketing

Conversion rates

@SitaSpeaks

Marketers at Blibli.com wanted to capitalize on the power of email marketing to boost

REVENUE

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@SitaSpeaks

However…

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@SitaSpeaks

When we first started out, we didn’t know much about Email Marketing. The Batch and Blast approach we adopted did not help in customer engagement and response.“

Planius SimanullangCRM & Email Marketing Manager at Blibli.com

CASE STUDY OF &

@SitaSpeaks

How to engage people to do online buying?

We need an email strategy!

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@SitaSpeaks

netCORE Email Consultants helped Blibli.com to build a personalized experience to

convince users in online shopping

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@SitaSpeaks

1. Segmentation by Gender

Studies prove that segmenting your emails can improve your

clickthroughs by 50%

Source: MarketingSherpaCASE STUDY OF &

@SitaSpeaks

1. Segmentation by Gender

~ netCORE Idea ~Planning campaigns gender wise and marketing products & services exclusive to the specific

gender so as to improve the relevancy and effectiveness of the email campaign.

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@SitaSpeaks

SEGMENTATION BY GENDER

SUBJECT LINE

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SEGMENT

Male

@SitaSpeaks

SUBJECT LINE

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SEGMENT

Female

@SitaSpeaks

2. Behavioral targeting

~ netCORE Idea ~Perform interest based email marketing by using email open behavior to target the right users

with the right campaign

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@SitaSpeaks

Motor MERAH-PUTIH Diskon 1 Juta!

SUBJECT LINE

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BEHAVIORAL TARGETING- Campaign targeted to all men

who were active on Blibli.com emails for last 2 months

@SitaSpeaks

3. Event driven email marketing

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@SitaSpeaks

3. Event driven email marketing

Transaction rates are five times higher for anniversary emails than they are for bulk campaigns

Source: The birthday and anniversary reportCASE STUDY OF &

@SitaSpeaks

3. Event driven email marketing

Less than 5% brands currently send these anniversary emails

Source: netCORE Research LabCASE STUDY OF &

@SitaSpeaks

3. Event driven email marketing

~ netCORE Idea ~Make users feel special with an exclusive Anniversary Celebration offer. Target the entire

database (active and inactive) to form personal connections with the customers

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@SitaSpeaks

Sigit, It's Our Birthday! Ini Kado Spesial Untukmu

SUBJECT LINE

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KEY HIGHLIGHTS- For the first time ever evoked

interest in 40% of the email non-openers

- Campaign achieved one of the best click rates

@SitaSpeaks

Effective use of special character in Pre-header text to improve email open rate

CASE STUDY OF &

@SitaSpeaks

Effective use of special character in Pre-header text to improve email open rate

How it helps

• Increase visibility

• Shows snippet of what’s in the email before it is opened

• Reinforces the subject line and increases the probability of email being opened

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@SitaSpeaks

4. Subject line innovation

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@SitaSpeaks

4. Subject line innovation

Monday is Mom's Day! Frisian Flag Jelajah dan Karya mulai Rp41.500

Meet the Energeyes! Pre-Launch Offer Exclusive at Blibli.com

{:Before}

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@SitaSpeaks

Innovative, personalised subject lines helped Blibli.com improve email performance

4. Subject line innovation

Monday is Mom's Day! Frisian Flag Jelajah dan Karya mulai Rp41.500

Meet the Energeyes! Pre-Launch Offer Exclusive at Blibli.com

Name personalization[First_Name], Kamis Ganteng Up To 83%!

Use of special characters ✄ Hanya 1 Hari, THANK GOD IT'S PAYDAY!

{:Before} {:After}

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@SitaSpeaks

How Consultancy helped Blibli.com

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@SitaSpeaks

Client Testimonial

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Planius SimanullangCRM & Email Marketing Manager at Blibli.com

&

@SitaSpeaks

Regular

campaig

ns

Anniversary ca

mpaign

Gender segmen

tation

Behavioral

Steady increase in Open Rate

Consultancy improves email open rate and customer engagement

BEFORE AFTER

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@SitaSpeaks

3 FOLD INCREASE IN CLICK RATES

EMAIL

METRICS

153% INCREASE IN OPEN RATES

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Build your own Success Story.We are here for you.

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&

EMAIL MARKETING SOLUTIONS BY

@SitaSpeaks