The Best and Worst of Email for Ecommerce

Presented by:Skip FiduraClient Services Director, dotMailerChairman, Email Marketing Council, DMA (UK)@SkipFidura | @dotMailer | #EmailMarketing

How do your campaigns stack up?

2

75% of abandoning customers say they intended to purchase

Source: SeeWhy, 2013

Slide: 3@dotMailer

Our Findings

4

On average only 8% of customers will return to buy with no remarketing

Forrester, 2012

Slide: 5@dotMailer

Abandoned Browse Recovery

Checklist

1. Include recommended products

2. Ensure the email arrives within an

hour

3. Use urgency

4. Highlight value

5. Use clear and large product

imagery

6. Make sure you are mobile

optimised

7. Include customer service contact

details

Slide: 6@dotMailer

Abandoned Basket Recovery

20% of the brands reviewed sent a cart abandonment email

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Only 5% of brands follow up on abandoned carts and personalise email… Yet this recovers on average 21% Forrester, 2012

Slide: 8@dotMailer

Abandoned Basket Performance

Checklist

1. Ensure the email arrives within an

hour

2. Use urgency

3. Highlight value

4. Use clear and large product

imagery

5. Make sure you are mobile

optimised

6. Include customer service contact

details

9

On average, an additional 26% of customers will return to buy when remarketed

Source: Bain and Company

Slide: 10@dotMailer

Order Confirmation

Checklist

1. Ensure the email arrives within an

hour

2. Include a thank you message

3. Refer to purchase

4. Use clear and large product

imagery

5. Make sure you are mobile

optimised

6. Include customer service contact

details

Slide: 11@dotMailer

Shipping Confirmation

Slide: 12@dotMailer

Shipping Confirmation

Checklist

1. Make sure It’s clear who you are

2. Try and provide accurate delivery

details

3. Let them know what to do if they

have an issue

4. Keep on brand and positive

5. Make sure you are mobile

optimised

Slide: 13@dotMailer

Post Purchase Review

Checklist

1. Ask for customer feedback

2. Incentivise the feedback

3. Distribute your reviews if possible

4. Use clear and large product

imagery

5. Send HTML styled emails

Only 7 brands proactively asked for a review.

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A 5% increase in retention yields profit increases of 25 to 100%. Repeat customers spend, on average, 67% more than new customers Source: Bain and Company

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Questions?

@SkipFidura| @dotMailer | #EmailMarketing

Thank You!

Presented by:Skip FiduraClient Services Director, dotMailerChairman, Email Marketing Council, DMA (UK)@SkipFidura | @dotMailer | #EmailMarketing