webinar custora + movable ink expert e-commerce...
TRANSCRIPT
C H AT T H E M .1 Q U E S T I O N S ?
W E B I N A R
Custora + Movable Ink Expert E-commerce Email N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
M I L E S W I L L I A M S , C M O , M O V A B L E I N K
E R I C S Z U H A N Y, S E N I O R A C C O U N T M A N A G E R , M O V A B L E I N K
C H AT T H E M .2 Q U E S T I O N S ?
T
Welcome
1. Building a community2. Chat your questions3. Q+A at the end 4. Quiz + raffle5. Will share deck & recording
C H AT T H E M .3 Q U E S T I O N S ?
T
Agenda
1. Custora: Segmentation 2. Quiz + raffle3. Movable Ink: Contextual Mktg4. Q+A
C H AT T H E M .4 Q U E S T I O N S ?
Customer segmentation
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
W E B I N A R
C H AT T H E M .5 Q U E S T I O N S ?
T
Intro
1. Why email?2. Elements of e-commerce email3. Frameworks4. Case studies
C H AT T H E M .6 Q U E S T I O N S ?
We’re working with sharp teams. Intro to Custora
Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention .
Teams
Tools
Data
This is our sweet spot
C H AT T H E M .7 Q U E S T I O N S ?
We work with sharp teams
C H AT T H E M .8 Q U E S T I O N S ?
What’s so great about email?
R H E T O R I C A L
C H AT T H E M .9 Q U E S T I O N S ?
Email (& search) won the holidays
Email drove almost a fifth (17.7%) of orders
Organic Search
21
Paid Search
17.5
17.7
Affiliate 10.9
Social 1.9
Display
0.8Direct 24.9
Other 5.5
O R D E R S BY M A R K E T I N G C H A N N E LSHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL
Data based on The Custora E-Commerce Pulse:
Tracks real-time e-commerce transaction data from over 100 US retailers,
over 100 million online shoppers, & over $40 billion in e-commerce revenue.
Black Friday
Cyber Monday
Turkey Weekend
23.9% 27.3% 23.1%
Email is biggest on the big days
Share of e-commerce orders driven by email marketing
C H AT T H E M .1 1 Q U E S T I O N S ?
S T Y L I S H
Elements of e-commerce email
C H AT T H E M .1 2 Q U E S T I O N S ?
Elements of e-commerce email
Order confirmation Shipping confirmation Return confirmation
Seasonal calendar Birthday Sales and promotions
Trigger-based Transactional
Calendar-based
Pre-purchase
Browse follow-up
Cart Abandonment
Product now available
Post-purchase
Purchase attachments
Review request
Replenishment
New product announcement
Post-purchase rec’s
Lifecycle Marketing
Welcome series
Member to buyer conversion
Re-activation / win-back
Loyalty recognition
Other triggers
App download
Customer service follow-up
Social media activity
Blog activity
C H AT T H E M .1 3 Q U E S T I O N S ?
Pre-purchase
Browse follow-up
Cart Abandonment
Product now available
Post-purchase
Purchase attachments
Review request
Replenishment
New product announcement
Post-purchase rec’s
Trigger-basedLifecycle Marketing
Welcome series
Member to customer conversion
Re-activation / win-back
Loyalty recognition
Other triggers
App download
Customer service follow-up
Social media activity
Blog activity
Seasonal calendar Birthday Sales and promotions
Elements of e-commerce email
Order confirmation Shipping confirmation Return confirmation
Transactional
Calendar-based
C H AT T H E M .1 4 Q U E S T I O N S ?
* Find more info on Segmentation on Custora U
Email + Segmentation
Seasonal Calendar
Welcome series / Member to customer
Re-activation / win-back
C H AT T H E M .1 5 Q U E S T I O N S ?
Segmentation frameworks
D I Y
C H AT T H E M .1 6 Q U E S T I O N S ?
Example: Seasonal calendar
Goal: Improve revenue and conversion of seasonal (Winter) emails
C H AT T H E M .1 7 Q U E S T I O N S ?
How: Identify “product affinity segments” to deliver more personalized emails
Result: In progress and looking good
Example: Seasonal calendar
C H AT T H E M .1 8 Q U E S T I O N S ?
Segmentation dimensions
Demographic BehavioralGeography
Age
Gender
Income
Marital Status
Life-stage demographics
Purchase behavior
Promotion behavior
Site behavior
Email behavior
Mobile behavior
Lifecycle Segmentation
Persona Segmentation
Acquisition Channel
C H AT T H E M .1 9 Q U E S T I O N S ?
Quiz timeQ U I Z Z I C A L
C H AT T H E M .2 0 Q U E S T I O N S ?
Which 2 are among the best variables on which to segment?
A. Marital status
B. Device type used
C. First browsed product
D. First purchased product
E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
Quiz: Best segmentation variables
C H AT T H E M .2 1 Q U E S T I O N S ?
Which 2 are among the best variables on which to segment?
A. Marital status
B. Device type used
C. First browsed product
D. First purchased product
E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
Quiz: Best segmentation variables
C H AT T H E M .2 2 Q U E S T I O N S ?
7 dimensions that matter
1. Acquisition Path 2. First Purchase 3. Device Type 4. Geography 5. Income 6. Gender 7. Age
C H AT T H E M .2 3 Q U E S T I O N S ?
Keep segmentation REAL
Relevant
Efficient
Actionable
Lasting
C H AT T H E M .2 4 Q U E S T I O N S ?
Case studies D I Y
C H AT T H E M .2 5 Q U E S T I O N S ?
Every new member
Welcome / Member to customer
Goal: Increase member-to-customer conversion
Before
C H AT T H E M .2 6 Q U E S T I O N S ?
Welcome / Member to customer
How: Segment on predicted conversion rates
Results: 1.75x lift in conversion, 3.5% Revenue lift
Tailored Campaigns
After
Every new member
Before
C H AT T H E M .2 7 Q U E S T I O N S ?
Reactivation / Win-back
Goal: Reduce attrition rate
90 Days
90 Days
C H AT T H E M .2 8 Q U E S T I O N S ?
Reactivation / Win-back
How: Segmenting based on individual purchase frequency
Results: 17% lift in activation rate and 10.7% lift in revenue
90 Days
30 Days
C H AT T H E M .2 9 Q U E S T I O N S ?
Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics
custora.com/pulse
2014 Holiday Recap Report
Add’l resources
Contextual Email Marketing:What, Why, How
Are your email campaigns taking customers out of context?
Why contextual marketing?
Marketing is based on trust,but that trust is broken.
Why contextual marketing?
55% of visitors spend fewer than 15 seconds on your website
The average Internet visitor sees more than 1,700 banner adsa month but click-through rates are around 0.1%
78% of customers don’t trust emails from companies
87% of customers don’t trust ads on websites
67% of customers don’t trust ads in any channel
Source: Smart Insights
If CONTENT is king…
CONTEXT is the chessboard.
Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions.
Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions.
“
”
Forrester Reports
But what does “context” look like?
Contextual Marketing
Utility
Customer Experience
Engagement &
ROI
73% YoY increase in mobile payment
volume
It’s not. It all starts with email.
Sound complicated? Expensive?
Key Marketing Challenges
Personalization
• Increase response rates with uniquely tailored content
• Personalized at the moment of open
• Repurpose content from the web & social
• Ensure cross-channel consistency
Automation Innovation
• Stand out in a crowded inbox
• Create compelling user experiences
Optimization
• Insights based on real-time analytics
• Optimize for the individual, on-the-fly
A Useful, Engaging Experience
Live Deal
Preview of Next Deal
Expiration Countdown
Increasing Relevance Across the Marketing Lifecycle
Newsle&er( Promo,onal(Emails(
Product(Launches( Loyalty(
300%INCREASE IN
CLICK-THROUGHRATES
100%INCREASE IN OPEN RATE
Geo-Targeted Products & Creative
80%INCREASE IN
CLICK-THROUGH RATES
Time-Targeted Promos & Offers
Countdown TimerTo Launch
Current Available Shoe Sizes
Store Location Basedon Geo-Targeting
Social Icons Deep-Linking to Mobile Apps
Live Winner’s Circle Rewards Balance
Live Shipping DetailsIn Email
Live Social Integrations
Next Steps
The Way Forward
First-Party Data!
Real-Time Interactions!
(merge tags, APIs)!
Context!
(real-time analytics, content)!
Today, email marketing is about customer experiences,
not campaigns. !
The Way Forward
Want to get started with contextual email marketing?
Get in touch with us at [email protected]
or visit movableink.com
C H AT T H E M .3 0 Q U E S T I O N S ?
Q+AA S K A W A Y
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
M I L E S W I L L I A M S , C M O , M O V A B L E I N K
E R I C S Z U H A N Y, S E N I O R A C C O U N T M A N A G E R , M O V A B L E I N K