5 Trends Changing Business - San Diego AMA Event
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18-Sep-2014 -
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Transcript of 5 Trends Changing Business - San Diego AMA Event
Kyle Lacy
Change ET Logo
151 Slides45 Minutes
93% of U.S. online consumers are email subscribers, and receive at least one permission-based email each day.
66% of U.S. consumers have made a purchase as a result of an offer received by email.
75% of social media users say email is the best way for companies to communicate.
77% of U.S. Consumers prefer to receive permission-based promotional offers via email.
49% of consumers want a seamless shopping experience across all channels.
Accenture
43% of all emails sent are now opened and read on a mobile device.
Return Path
63% of US consumers say they delete emails immediately if they are not optimized for mobile.
Return Path
1 in 3 consumers use their mobile phone to research products in-store.
Cisco Internet Business Group
47% of all emails sent are now opened and read on a mobile device.
Return Path
63% of US consumers say they delete emails immediately if they are not optimized for mobile.
Return Path
Great defensive designtechniques like HTMLtext and alt text.
Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
41% of consumers buy more from retailers who send personalized emails based on past buying behaviors.
Return Path
85% of consumers know that websites track their online behavior, but understand that tracking enables companies to present offers and content that match their interests.
First Time Visitor
Click One Product
Personalized Home Page
Personalization Served in Real-Time
When you start to farm and notHUNT for new customers.
You’ll harvest them for life.
Your marketing should be tailored first and foremost to your current customers and employees.
• 29 years old• Married• Mother of a five-year-old daughter and a
two-year-old son• Elementary School Teacher• Long-time catalog customer and Facebook Fan but not a
current subscriber• Has a monthly 'neighborhood knitting night' which is really just
a reason for Stacie and the rest of the ladies to drink wine and catch-up while their spouses watch the kids
Consumer Journey
Meet Stacie
When the shipment arrives she notices that the
packing materials contain a post card publicizing a
sweepstakes
She types in the URL for the landing page and is
redirected to the contest’s SocialPages on
Stacie bought the heart cookie cutter set
because she is making cookies for her class at
school
Enter our sweepstakes!
cookstore.com/enter
Web purchase
Social Capture
Stacie enters the contest and selects the option to opt-in to
promotional messages from the retailer so that she can be the first to find out about similar
offers
Email Address:
Thanks for entering!
Tell us more!
Web Customization
Since Stacie entered a contest relating to a cookbook, we
drop her into the Cookbook section of Cook’s
Tool area of the site
Cookbooks
Stacie uses guided selling tools to look for other related
cookbooks
Find a Cookbook
1. What kind of food do you want to make?
She browses items, even adding a cookbook to
her cart
Add to cart
Fresh + FastCooking
But decides not to purchase
Find a Cookbook
2. How experienced are you with cooking?
Find a Cookbook
3. How much are you wanting to spend?
Email Recommendations
Triggered email sends a remarketing message for
the cookbook based on Stacie’s web behaviors
Remember this book?
Promo Code
Fresh + FastCooking
Stacie reads the email at work but accidentally deletes it
Social Interaction
Stacie Smith @StacieSmith
@CookStore I accidentally deleted my coupon. Can you help?
CookStore @CookStore
@StacieSmith Sorry to hear that Stacie, we have resent the email to you. Let us know if there is anything else we can do for you.
In-Store Purchase
Stacie stops by the mall and buys the recommended
cookbook with her promo code.
She requests an eReceipt
The eReceipt contains a bounce back offer
with upsell opportunities
eReceipt$20.71
Fresh + Fast
Cooking
Thanks for your purchase!
Have you seen these?
Email Personalization
7 days after her cookbook purchase,
Stacie receives an automated rating/review email
She is also invited tojoin the cookbook club
Review your purchase
Fresh + Fast
Cooking
Triggered Send
+7 daysJoin our
CookbookClub!
Triggered Send
+14 days
She joins and adds her mobile number to her profile
so she canreceive mobile alerts about local cookbook
club events
Stacie Smith’s Profile
scrapbooking
Mobile Promotion
Based on her preferences
Stacie can receive an SMS alert about an upcoming local event
Or receive an email about an upcoming
event
Cookbook Club NewsletterFebruary
baking
musicreading
Cookbook Club Eventat NW23 & Flanders
this Friday.bit.ly/a3m4
Stacie’s Consumer Journey
Email Address:
Add to cart
Fresh + Fast
Cooking
@CookStore
Review
