Your email marketing will die alone Unless it goes multichannel
Newsletters still have a fair bit of marketing life left, but how can we revamp our email campaigns Maximizing email efficiency as part of a multichannel marketing campaign All about automation: Utilizing push messaging, automated texts, and social campaigns - E-COMMERCE Engaging your customers and boosting your sales!
E-COMMERCE
E-COMMERCE - MAIN BUSINESS ISSUES
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No visitor signup
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Low conversion rate: Visits >> Leads >> Customers
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Poor lead segmentation efficiency processes
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Poor / Inexistent Post-Sale relationship marketing (No Cross or Up selling Strategies in place)
ACCORDING TO DMA (Direct Marketing Association)
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Only 10% of all online stores have sign-up forms
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19% of these stores do not send e-mails;
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60% do not send a welcome e-mail;
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29% do not communicate with their leads on a regular basis.
NO SALE IS AN EVENT
WHERE IS WALDO IN YOUR DB?
INSANITY
Doing the same thing over and over again and expecting different results. Albert Einstein
DEPLOY THE SAME CONTENT TO EVERY CUSTOMER?
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Are my products / services are adequate for both genders?
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Are my products / services are adequate for al ages?
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All my customers have the same purchasing power?
SEGMENT!
HOW? WHEN?
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During the subscription;
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When sending e-mail messages;
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While browsing through your website;
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In your shopping cart;
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During the purchase.
SUBSCRIPTION
HOW TO SEGMENT DURING SUBSCRIPTION
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Subscriber data ●
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Geographic, Demographic
What are they really interested? ●
Ask for specific information related to your website products / services
E-MAIL
HOW TO SEGMENT WHEN SENDING AN E-MAIL
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Opens You’ll learn if he is interested on the content, subject line, etc. Clicks ●
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Learn their particular taste - interest. (Heat maps)
WEB
WEB SEGMENTS (E-STORE + WEBSITE)
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Based on page visits ●
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Interests / product categories / date of last visit
Viewed / clicked articles ●
What they really need
PURCHASE
PURCHASE SEGMENT ●
Product views;
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Clicks;
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abandoned cart;
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Purchase history;
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Total amount spent;
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Date of last purchase
Scenario I
In Newsletter subscription invite ! Auto Segment according to subscription data !
This is Waldstein
Waldstein recently moved to London and his quest to find an apartment begins …
Waldstein can’t really afford an ultra expensive apartment (yet), so he needs to choose a smaller one, with no elevator, nor…
A TV…
Game of Thrones is about to begin! There’s no time to walk to a store!
Waldstein spent Sunday afternoon searching for just the right TV
All models, sizes, prices, specifications, delivery time, etc….
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Brand: LJAY Size: 54 Delivery: Immediate Price: $$$$$$$
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Brand: Pony Size: 58 Delivery: Immediate Price: $$$$$
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Brand: Jamsung Size: 48 Delivery: 2 days Price: $$$$$
Brand: Pandasonic Size: 40 Delivery: 3 days Price: $$$
? ?? This is harder then I’expected. I need to sleep over this!
The last shop visited by Waldstein tracked all his movements. They’ve learnt that he was looking for a TV, and trying to decide which one to choose.
Before leaving the website, Waldstein was invited to subscribe their newsletter. In return he would get help, choosing the best TV for him.
In a short period of time, Waldstein received a couple of adequate suggestions from. The shop was trying to help him choosing the right product, automatically.
I think I have a clearer picture by now…
Scenario II
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Cart abandonment Customer feedback (suggestions) - via form Similar products (according to cart removal)
Waldstein left “clues” regarding his web, e-mail and suggestions behavior.
The store has just sent an e-mail or a SMART SMS with just the right TV (according to all the gathered data).
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Brand: Jamsung Size: 48 Delivery: immediate Price: $$$
Great! In stock, great price! Let’s add it to my shopping cart.
Oh no, delivery makes it more expensive than expected!
Waldstein abandoned the cart, without completing the purchase. A couple of hours later, the store texted him: 15% PROMOCODE.
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Brand: Jamsung Size: 48 Delivery: immediate Price: $$$
Awesome! Winter is coming after all! I’m buying it now!
Waldstein story does not end here. The store kept communicating with him, trying to help him solving all his home appliance needs.
Scenario III
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Cross-selling, birthday gifts, Warranty extent, etc. Now in stock (previously out-of-stock when viewd) Special offers to customers (or they’ll stop buying)
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15 days later, Waldstein got an e-mail with a few cool sound system for his brand new TV.
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Waldstein also received a couple of emails regarding home appliances, that he might need.
Waldstein just felt in love with this store
THANK YOU!
Want to learn more? Visit us at MD36 Multichannel Marketing Automation
