conversions - key applicable methodologies for increasing conversions or what you can do to get...
TRANSCRIPT
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!
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 [email protected]
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!!