Retail vs. Marketplace

Commerce in ContextBuildaBazaar’s Weekly Bulletin

Version 5May 4, 2013

Views mentioned here are personalInfibeam and Buildabazaar does not endorse any statements made during the

presentation

• Email Marketing

Bulk mail providers

Avoiding spam folders

Increasing open rates

Use of Images

More General emailing tips

• Reports on BuildaBazaar Platform

• Q&A

Agenda

• Email marketing is an effective and cheap way of communicating with your customers

• There are few open source software and some paid software

• Some of the popular Bulk Email Softwares:

Sendgrid (www.sendgrid.com)

Mailchimp (http://mailchimp.com/)

Aweber (http://www.aweber.com/)

Campaigner (http://www.campaigner.com/)

Constant Contact(http://www.constantcontact.com/index.jsp)

Icontact (http://www.icontact.com/)

Pinpointe (http://www.pinpointe.com/)

Choosing Bulk Email Software

Basic Features:

Add Images and Hyperlinks

Adding header & Footer

Remove unsubscribed

contacts

Test Email

Email/online Forms

Delivered & Undelivered

Feature test

Important features

Spam test

Opened Emails

Forwarded Emails

Bounced Emails

Export & Download reports

Social Media Integration

Click Through Tracking

What is Spam filtering? How does it Work ?

The spam filter checks the following and then decides

• Talks about lots of money (.193 points)

• Describes some sort of breakthrough (.232 points)

• Looks like mortgage pitch (.297 points)

• Contains urgent matter (.288 points)

• Money back guarantee (2.051 points)

Total Points 3.061

The total score exceeding certain threshold points mail goes to

spam folder

Spam Filtering

• Avoid purchased email lists

• Send mails to only the subscribed users

• Check your sender reputation through various free online tools

• Do honour the un-subscribers

• Do include the date somewhere in the body of your email to show your message is

current

• Do keep emails short; too much of text is another red flag for spam filters

• Do use a familiar sender name to decrease the likelihood recipients won’t recognize

you in their inbox

Tips to avoid spam filtering

• Spam like phrases like “ Free” , “20 % Discount”, “ Once in Life Time

Opportunity” etc

• Multiple Exclamation points !!!!!!!!!!

• ALL CAPS (especially in the subject lines)

• Bright Colouring fonts

• Only images, no text

• Using the word “test” in the subject line

Avoid Common Mistakes

Open Rate is the percentage of people who opened and look at an email.

Open rate > 50% is excellent

Open rate > 40% is good

Open rate <15% is very poor

Click Through Rate

This represents the percentage of people who clicks the hyperlinks provided

in the email

A click through rate of 2-3% is good result for your Email Campaign

Increasing Email open rate

bouncedEmailssentEmails

openedEmailsOpenrate

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• Provide Consistently good content

• Send mail at the right time ( What is the right time?)

• Create an email schedule. Deliver emails consistently and make sure

readers know when to expect them

• Use the headline and the first sentence effectively

• The trusty news letter

• Provide the unsubscribe link clearly

• Attract readers for the next Newsletter

How to Increase the Open rate

Effective Usage of Images

Try to avoid conveying Important messages through Images. Most of the Email providers do not show them as default.

Default Image settings of various Mails

Most of the Mail clients do not

show the images. And people are

not ready to click the ‘display

Images’ button to view the images.

So the messages in the images do

not users as much as texts reach.

• Make sure Your Email has obvious links – This will

increase the click through rate

• Minimize your use of images

• Use double opt-in subscription

• Send mails only when you have something to say.

Do not fill your mails with irrelevant contents

• Make it easy to unsubscribe

• Test the mail before sending it to the subscribers

• Maintain consistency in the format and details

Best practices

Example for a good Newsletter

This is an apple newsletter

We can observe the following things that

they are doing good:

All the information is in Text

Images are used for better look and feel

Clear segmentation of information

Lot of white space

• There are several online tools that tests the

performance of the bulk mails that you send.

• You can use any one of the following tools:

– www.trustedsource.org/

– postmaster.aol.com/cgi-bin/plugh/check_ip.pl

– www.sendmail.com/sm/resources/tools/ip_reputation/

– spamblock.outblaze.com/

How to evaluate your Bulk mail’s Performance

How Generate & Analyze Reports

• Types of Reports– Order Detail Report– Customer Report– Guest Customer Report– Cancel And Return Report– Disable Variant Detail Report– Tell Me When Available Report– Stopped Shopping Cart Report (Frozen & Incheckout)

• Considered on of the most important reports of all as it provides all the data about the purchases that customers make and most of the business strategies can be based o this report.

• Fields included in the report

Order Detail Report

• Purchase_Number • Confirmed_At • Purchase_Status • Customer_Type • Name • Email • Customer Phone • Shipping Address 1 • Shipping Address 2 • Shipping Pincode • Shipping City • Shipping State • Billing Address 1 • Billing Address 2 • Billing Pincode • Billing City • Billing State • Product Title • Site SKU

• Product_Category • Quantity • Base_Price • Item_Total • Shipping_Charge • Coupon_Name • Coupon_Code • Key_Features • Browse_Node(s) • Brand • Stock_Notes • Fulfiller • Payment Method Used • Payment Transaction Id • PaymentGateway Id

• Sought by all the store owners and necessary for while running a marketing campaign. This report is very important as this report provides you details of all those customers who have filled in the registration form on your site and had completed registration.

• It is assumed that when a customer registers on a site than the chance of repeat purchase increases. That means all those customers who have registered on your site are assumed to be a loyal customers. This reports provides you all the details about the customer which he has filled in registration form.

• Fields included in the report

Customer Report

• Name • Type • Email • Mobile • Registered at

• In an estore many a times it happens that customer do not register to your site or avoid purchasing from your site if registration is mandatory as it becomes times consuming process. For this purpose we have provided guest checkout option on all our stores.

• Now for store owners it becomes important to gather data of these clients when they wants to run a email marketing campaign as they see these customers as potential buyers. With the help of this report store owner can get the basic details required for marketing campaign.

• Fields included in the report– Email – Phone Number – Purchase confirmed at

Guest Customer Report

• The report helps you to analyze the performance of your online business by providing you the details of the canceled and return orders.

• Earlier customer have to find this in the order details report but now whole new report has been created to provide better visibility on the cancel and return report so that store owner can improve their services by asking customers who have canceled or returned the orders.

• Fields included in the report

Cancel & Return Report

• Purchase number • Shipment number • Purchase date • Product • Quantity • Price• SKU • Key_Features

• Status • Reason • Payment method • Email • Phone number

• When the number of products uploaded on your site increases to thousands than it becomes difficult to find out how many products are actually active and how many are disabled. This was the issue many of our customer were facing so our tech team has developed a report in which all the disabled products gets listed in an excel sheet.

• Now store owner do not need to waste time in finding the disable product. They can download the report and check which product are disabled and how many products are disabled.

• Field included in the report– ID – Title – URL – Site Sku – Created At

Disable Variant Detail Report

• Tell me when available report gives you details of those customers who have made a request to notify them when a particular product becomes in stock. The features work when you have enabled the tell me when available button on the product page so that if a product becomes out of stock automatically a button of tell me when available appears in place of buy and clicking on that customer can make a request to notify them as and when the product becomes available.

• This feature gives you an opportunity to know your customer better and enhance the user experience.

• Field included in the report– Customer Name – Email – Phone – Variant Title – Variant SKU

Tell Me When Available Report

• This report gives you detail of all those orders where customer have tried to added the product in the cart and left the cart abandon plus the orders where customer has tried to make the purchase but for one reason or another payment was not completed successfully.

• This report can be very useful as this gives you the details of all the abandon customers who can be turned into buyers through making an email marketing campaign.

• Field included in the report

Stopped Shopping Cart Report

• Title• SKU • Quantity • Item Price • Total cart price • Cart creation time • Cart updation time • Guest user

• Purchase Number • Purchase Status • Customer Name • Customer Email • Customer Phone Number

Questions & Answers