eretail15 - silverpop, an ibm company - loren mcdonald
TRANSCRIPT
Successfully Use Email to Close the Smartphone Browse-To-Buy Gap
Loren McDonald
VP, Industry Relations
@LorenMcDonald
Really, mobile is going to be a
big thing?
Um, Vince, mobile
ALREADY is BIG!
Agenda
The Data
Implications7 Email Tactics /
Solutions
Takeaways / Q&A
Today’s Agenda
The Data
@LorenMcDonald
2.3 times higher than tablet rate
68% of tablet rate vs 43% in 2013
(U.S.) Smartphones closing the gap- 2014
33% of tablet rate vs 28% in 2013
UK Mobile Sales 2X U.S.; Nearly 4X France
Mobile Conversion Rates Vary Widely
Despite Mobile Growth – Desktop Still Dominant
Phablets likely contribute to smartphone increases
Source: Xperia-z.net
Source: Litmus, Jan 2015
53% of emails now opened
on mobile devices
Smartphones are starting to close the “browse-to-buy” gap – but we still have a long way to go.
Agenda
The Data
Implications7 Email Tactics /
Solutions
Takeaways / Q&A
Agenda - Implications
1. More than just “design” – Think “context”
2. Poor Smartphone Purchase Experience
Almost unreadable
Disappearing cart pop-over
Multi-step process for
unregistered
3. Inferior Email Experience
Mostly unreadable –“everything”
“Shop gifts …”Setting up for abandonment
Agenda
The Data
Implications7 Email Tactics /
Solutions
Takeaways / Q&A
Agenda – 7 Email Tactics / Solutions
1. Update Onboarding / Welcome Emails With Mobile Shopping Info.
@LorenMcDonald
Typical Welcome Email Approach
Immediate3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
Add to an existing email or add as a new email in onboarding series
• Payment alternatives (e.g. PayPal)
• Register today / social-sign-up option
• Download our mobile app
• Use our wishlist / save for later function to complete the purchase
process later
2. Use Responsive Design –Especially for Remarketing
Emails
@LorenMcDonald
Screensize-apalooza
Small Medium Large
iPhone2.3” wide
Galaxy Note3.2” wide
Nexus 77.3” wide
BlackBerry2.6” wide
iPad Mini5.3” wide
Excite 138.5” wide
Chart Source: Litmus
Are your emails touch-friendly?
Old mouse New mouse
The Simple Difference – Responsive Emails
Desktop Mobile
Responsive Design
- Hiding- Moving- Increasing font size- Increasing button size / layout
Source: Trendline Interactive
3. Mobile Browse Remarketing Emails
@LorenMcDonald
Smartphone Shopping – Sniffing Around
Shopper Visits UncommonGoods “For Him” Pages
“For Him” Browse Retargeting Email2.2% conv. rate vs1.6% for Broadcastemails
- Trigger a few hours after browsing?
- Make mobile friendly
- Goal: Get smartphone
shoppers to return to tablet/desktop
4. Cart Abandonment & Wishlist Remarketing
@LorenMcDonald
Cart abandonment remarketing will become even more
important in the era of mobile shopping.
Think about it…
Desktop centricLots going on
Simpler, more mobile friendly
Smartphone Cart Abandoners – Ideas to Test
Add alternative payment process copy
Mobile friendly or responsive
Test timing – within an hour vs a few hours later
Abandon Wishlist Reminders
Offer a wishlist - use remarketing emails
Responsive / Mobile Friendly
5. Holiday Shopping Reminders
@LorenMcDonald
- Register now for easier and quicker checkout process during the hectic holidays. Registering also makes shopping on your smartphone or tablet a breeze.
- We offer PayPal payment option – leave your credit card in your wallet or purse!
- Download our mobile app for a superior mobile shopping experience.
- Use our wishlist / save for later function to complete the purchase process later.
- Register with social sign-in using your Facebook account.
6. Resend Promotional Emails
@LorenMcDonald
Resend to openers
Highest revenue-generating
promotion in 2013
Ideas
- Resend to mobile openers- Testing timing / 24 + a few hours
later?- Use responsive or mobile-
friendly design
Mobile app push notifications to reinforce email
Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.
7. Save Till Later Reminders
@LorenMcDonald
Save for Later Reminder – Email/SMS Sign-Up
Mobile
Send Email or Text Reminder
Return to Cart
Simple mobile-
friendly email reminder
Agenda
The Data
Implications7 Email Tactics /
Solutions
Takeaways / Q&A
Agenda – Takeaways / Q & A
Email Tactics
Go Responsive or
Mobile-Friendly
Add Mobile Info to
Welcome Series
Deploy Browse &
Cart Reminders
Resend to Mobile
Openers
Standalone Mobile Info
Emails
Test Timing of
Remarketing Emails
Takeaways / Action Steps
