Email Marketing + Social Proof: The Perfect Formula to Convert

More Browsers Into Buyers

Speakers

Daniel KohnFounder SmartMail.io

Lauren LowmanMarketing Director

Intro to SmartMail

Intro to Trustpilot

Let’s Talk About Email…

Behavioral Emails to the Rescue!

The 3 Highest Converting Emails

#Winning Email + Reviews Examples

Agenda

Social Proof in Emails FTW!

INTRO TO SMARTMAIL

Daniel KohnFounder SmartMail.io

SmartMail is a “done for you” solution helping

eCommerce companies send highly personalized,

automated emails to customers.

Company Milestones:$27 million revenue generated for clients531 million emails sent and A/B tested25 million email addresses added to client lists46% average open rate on emails

INTRO TO TRUSTPILOT

Who is Trustpilot?Online community & business solution connecting consumers & businesses

via reviews

140,000 reviewed websites

26,000 websites get new

reviews/month

22 million online reviews

700,000 new reviews/month

Reviews from 120 countries

72 million visitors/year

7 million unique visits/month

Over 1 billion

impressions/month

For Businesses:For Consumers:Why does Trustpilot Exist?

Open online review community to read, write, and engage with authentic reviews

to provide trustworthy customer experience information and make

better buying decisions.

Solution to implement an automated review collection strategy, moderate and

engage with reviews, and leverage reviews to accelerate business improvement and growth.

The Trustpilot Business Solution

BRAND BUILDEREstablish a trusted brand

MARKETING ACCELERATORMaximize digital ROI

INSIGHT GENERATOR

Improve customer experience

LET’S TALK ABOUT EMAIL…

Email = Highest Converting Channel

*MarketingLand.com 2015

Affiliate Social Email PPC

Broadcast vs Behavioral• Spray and pray• One to many• No smarts or logic• Nothing wrong with

these campaigns

• What shoppers do or don’t do on your site

• Sent in relation to their shopping journey

• Highly personalized• Massive engagement

rates

The Behavioral Lifecycle

The Majority of Value Comes From:

Browser Segments:• Cart abandoners

• Product page browsers

• Category browsers

• Homepage browsers

• Site search users

Forrester Research 2015

Forrester Research 2015

Behavioral Emails Work!• Doesn’t matter what products you sell

• Doesn’t matter how much your products cost

• Doesn’t matter which country you’re selling in

• Doesn’t matter if you sell B2B or B2C

THE 3 HIGHEST CONVERTING EMAILS

Product Browse Email• Views product page but didn’t

add anything to basket

• Gentle reminder

• Populate product details for higher engagement and CTR’s

Product Browse Email

Benchmark Metrics:

Open Rate: 52%Click Through Rate: 28%Revenue Per Email Sent: $3.63

Category Browse Email• Views category page but didn’t

view any products

• Gentle reminder

• Populate email with category specific imagery and, recommendations and text

Category Browse Email

Benchmark Metrics:

Open Rate: 43%Click Through Rate: 21%Revenue Per Email Sent: $1.82

Homepage Browse Email• Viewed homepage but didn’t get

any further

• Idea is to stay top of mind

• Populate email with site-wide top sellers over past 10 days

Homepage Browse Email

Benchmark Metrics

Open Rate: 26%Click Through Rate: 19%Revenue Per Email Sent: $0.84

Review: 3 Campaigns

Additional Browse Campaigns:

• Brand (specific) browse

• Site search campaign

• Wishlist campaign

• New visitor campaign

• Welcome campaign

How to get these campaigns live in days

(not months)?

SOCIAL PROOF IN EMAILS FTW!

72% of people trust consumer opinions posted online

(2nd only to “Recommendations from people I know”)

-Neilson study

92% of consumers say buying decisions are influenced by

online reviews - 87% use them for both brick-and-mortar &

online purchases

The Impact of Reviews onBuyer Journey

72% of consumers will take action after reading

a positive review

Customers are likely to spend 31% more on a

business with “excellent” reviews

Need recognition

Product specification

Evaluation of options

Purchase decision Post-purchase

Influenced by reviews

“I need a new

couch...”

One person, influenced by

opinions

May ignore specs if “like something

better”

How Consumers Purchase

Look for reviews

Leave reviews

Look for reviews

“What kind of couch should I

get?”

“Where can I buy this kind of couch?”

“Should I buy this couch from this business?”

“Would I shop again or

recommend to a friend?”

Email Marketing + ReviewsUGC

New, fresh, user-generated content, that’s totally free and being created

on an on-going basis (a

proactive feedback

process is key!)

Natural LanguageLanguage by

customers, for customers

makes for more effective

content and better

customer experience

Social Proof

Social proof that feels like rec’s from ”friends” (as opposed to

typical marketing and promotional messaging)

Effective Targeting

Targeted content based

on specific behaviors or demographic

info, or to promote certain

products

CredibiltyThird-party validated

reviews offer credibility and

trust (so prospective customers

don’t have to look for it

elsewhere)

Improvedengagement, click-

through & conversion

Create stronger email marketing campaigns, communicate more effectively, get more from email.

Review content is great for new & returning customers Use targeted review content based on:

- Demographic information- Purchasing behavior/past purchases- Steps of the purchase funnel completed

Reviews can be great content at many times in the buyer/customer journey:- First introducing/pitching your company (in your customers words)- Mid-way through purchase funnel to overcome objections encourage next steps/conversion- After first-purchase, to encourage subsequent purchases/re-activation/upgrade

Email Marketing + Reviews

#WINNING EMAIL + REVIEWS EXAMPLES

Questions?

Daniel KohnFounder SmartMail.ioDaniel@smartmail.io

Lauren LowmanMarketing Directorllo@trustpilot.com