ecommerce platforms - strategic partnerships, 2016... · 2016-11-17 · email + e-commerce benefits...

Strategic Partnerships,

MailChimp

$43 = Average ROI

per $1 spent on

email marketing

131% = Increase in

orders when sending

3 abandoned cart

emails vs. 1

Email + E-commerce Benefits

• Reach your customers more

effectively

• Learn from your data

• Increase revenue in a quick

and easy way

What Are Your

Business Goals?

• Drive revenue?

• Customer retention?

• Repeat purchases?

• Increased average order value?

• Build brand awareness?

What we’ll cover

• Connecting your store

• Using your data

–Personalization

–Optimization

–Automation

Why Is Connecting Your

Store Important?

• Data, data, data!

• Connect your marketing

activities to sales

• Target your messaging

Tailor campaigns to ensure that each

customer receives relevant content

Why Is Personalization

Important?

The more customers feel like you’re

sending content that’s relevant to them

The more likely they are to make a

purchase.

Personalization Tactics

• Customize campaign content

• Use data like purchase history, location,

and engagement to target campaigns

• Send product recommendations based on

sales history

Urban Industry

Urban Industry - Personalization

Post-purchase Automation Workflow

• 1 email in flow

• Uses Product recommendations

• Sends to customers that have purchased from any

product category

• Sends one week after purchase

Results

• Open rate: 29.5%

• Click rate: 1.8%

• £435 Total revenue

Making your emails the best they can

be through data-based decisions

Why Is Optimization

Important?

• Varying devices, platforms and

inboxes

• Drive more activity

• Better understand your

customers

Optimization Tactics

• A/B testing/multivariate testing

• Test your emails with tools like Inbox Preview

• Send emails in the time zones of all your users

• Send at the best average time of day for the

subscribers on your list

• THE MARKETING MANTRA …

test, optimize, repeat















Urban Industry

• Multivariate test for different subject

lines and content

• 6 variations (3 subjects x 2 content)

• Tested on 49,773 recipients (50%)

• ~8,295 recipients per combo

• Winner sent to remaining 49,773

recipients

“Sneaker News: Latest Releases & New Discounts...”

“At Least 20% Off Asics & New Sneakers Releases...”

“Our Latest Sneakers & Up To 65% Off Footwear Sale”

• Winning campaign

made $1,516

(AOV: $84.25)

• Non-winners sold

$100-200 each

Results“Our Latest Sneakers & Up To 65% Off

Footwear Sale”

Create emails to automatically send

to customers or subscribers.

Why Is Automation

Important?

• Let the platform do the work

• Allow more time for other

marketing tactics

Automated marketing

==

Automated revenue

Automation Tactics

• Welcome and onboarding emails

• Abandoned cart recovery

• Purchase follow-ups

• Best customers tool

Automation

• 30+ pre-built Automations

• Custom automations can be

triggered by a variety of criteria

Urban Industry

Urban Industry - Automation

Welcome automation workflow

• 2 emails in flow

• Sends automatically when someone

subscribes


Email 1: immediately after signup

• 15% off promotion

• Lets users know what to expect


Email 2: 2 days after email 1

• Reminds subscribers about 15% promo

• Lets users know how to stay in touch with

social options

Email 1:

• 41.2% open rate

• Over £12,000 in total

revenue (AOV £62.69)

Email 2:

• 24.5% open rate

• Almost £2,000 in add’l

revenue (AOV £76.72)

Results

Bring it all together

Next steps

• Connect your store

• Start with small experiments

• Tie back to business goals

• Always do something

More tools to help you sell more stuff.

What’s In Store

mailchimp.com/whats-in-store

Connect Your Store

mailchimp.com/connect-your-store

Our marketing blogblog.mailchimp.com

Free Skillshare coursesskillshare.com/mailchimp freddieand.co

[email protected]

[email protected]

ecommerce platforms - strategic partnerships, 2016... · 2016-11-17 · email + e-commerce benefits...

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