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Using email marketing to generate more revenue from your online store
RetargetingMobile marketing
Getting social
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
• Mobile marketing • Designing for mobile• Targeting based on device
• 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:
3. Make shipping charges reasonable (47%)
4. 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
• Mobile marketing • Designing for mobile• Targeting based on device
• Getting social • Using social in email • Driving social interactions• Social driving email interactions
Mobile is important
In the last year:
• Smart phone usage has increased by 63% • Data usage has doubled • 41% increase in the number of users checking email • 81% in the last 6 months!
There will be more mobile than desktop users by 2013
Design for mobile
What can you imply from mobile
Using SMS in your marketing
Design
Getting the basics right.
Then look at designing for mobile
• Pixel width – emails can look “zoomed out”
• Size of buttons – small screens & big fingers
• Size of images – even 3G isn’t fast enough!
• Fewer call to actions – We’re on the move
Some Examples
Personalised campaigns
Device Reporting
Now you can build dynamic campaigns based on which device they’ve opened your emails on.
SMS
But
The most instantaneous, powerful, direct way of getting into peoples day.
Use it wisely:
• Specific targeted campaigns
They can action straight away
• Get digital
3 key strategies
• Retargeting• Email behaviour• Website behaviour• Off site activity
• Mobile marketing • Designing for mobile• Targeting based on device
• 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
• SOMAIL
Social in email was AMAZING
Insert these simple logos ===
And you’ll increase traffic to these sites by 1000%*
*according to a 2009 Marketing Sherpa report.
Driving social interactions
People try and do too much
Not so great
Textbook example
Email Signup is ok……
But the future is the register button:
What to do with all that data?
Personalised campaigns using what you know:
Instead of “share this”
Try “click to share with your 540 friends”
Campaigns based on:
Getting Social
3 key strategies
• Re-targeting• Email behaviour• Website behaviour• Off site activity
• Mobile marketing • Designing for mobile• Targeting based on device
• Getting social • Using social in email • Driving social interactions• Social driving email interactions
Focus on what you can achieve
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!!
