Three email Imperatives - Automate, Personalise and Integrate
cloud. IQ - Personalise your way to more conversions
description
Transcript of cloud. IQ - Personalise your way to more conversions
www.cloud-iq.com
Personalise Your Way to Successfully Drive More Conversions Presenter: Kath Pay Marketing Director, cloud.IQ
www.cloud-iq.com
• Marketing Director, cloud.IQ, Co-Founder, Plan to Engage
• Email Marketing Consultant, Trainer & Speaker
• Lead trainer of Email Marketing for Econsultancy, B2B Marketing & Emarketeers
Your presenter – Kath Pay
@kathpay
www.cloud-iq.com
A few of our clients
www.cloud-iq.com
I have a confession…..
www.cloud-iq.com
In 2014, consumers…
www.cloud-iq.com
…have more choice than ever
www.cloud-iq.com
…want to be in control
www.cloud-iq.com
…want what’s easy for them
www.cloud-iq.com
…want to know what’s in it for them
www.cloud-iq.com
…demand personalisation
www.cloud-iq.com
…easily filter out irrelevant messages
www.cloud-iq.com
…want a great (user) experience
www.cloud-iq.com
…and tell the world if they don’t get it
www.cloud-iq.com
marketing success depends on delivering relevant, timely and PERSONALISED marketing.
With customer attention becoming an increasingly scarce commodity,
www.cloud-iq.com
Retail Weekly/Silverpop
www.cloud-iq.com
Retail Weekly/Silverpop
www.cloud-iq.com
So, what is Personalisation?
www.cloud-iq.com
“Web personalisation is a strategy, a marketing tool, and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant.”
Chris:an Ricci, Chia Monkey
www.cloud-iq.com
It all begins with knowing your customer
www.cloud-iq.com
Yup! We LOVE to be recognised as individuals J
It’s all about letting them know that you know them…
www.cloud-iq.com
I think they’re onto something!
www.cloud-iq.com
www.cloud-iq.com
Why Personalise?
www.cloud-iq.com
Top Digital Priorities 2014: Targeting and Personalisation – Everyone’s doing it!
Econsultancy
www.cloud-iq.com
After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors.
www.cloud-iq.com
What is the main driver for personalising the website experience?
Econsultancy
www.cloud-iq.com
A 2013 Monetate/eConsultancy Study found that in-house marketers who are personalising their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales.
www.cloud-iq.com
www.cloud-iq.com
How can we personalise?
www.cloud-iq.com
www.cloud-iq.com
Explicit data
www.cloud-iq.com
Women Men
www.cloud-iq.com 33
www.cloud-iq.com
Behavioural data
www.cloud-iq.com
www.cloud-iq.com
“Over a third of consumers say they actively welcome a follow up from retailers after abandoning an online purchase” cloud.IQ - Independent research
www.cloud-iq.com
Abandoned Cart Case study: Qbic
• 10.6% Click Through Rate
• 11.89% Conversion
• 12,289% R.O.I
www.cloud-iq.com
Abandoned Cart Case study: Runners Need
• 57% Abandonment rate
• 6.21% Increased revenue
• £85 vs £72 Higher AOV
www.cloud-iq.com
Incentivise upon abandoning cart
www.cloud-iq.com
www.cloud-iq.com
Browse Abandonment
44% increased conversions over regular promotional emails
www.cloud-iq.com
www.cloud-iq.com
Offer them more things they may like
300% increase in downloads
www.cloud-iq.com
Transactional data
www.cloud-iq.com
Anniversary
www.cloud-iq.com
Sales per send: 724% increase over regular promotional emails !!!
www.cloud-iq.com
Provide a customer service
www.cloud-iq.com
Personal recommendations
48
www.cloud-iq.com
Transpromo Emails
www.cloud-iq.com
Lapsed customer
50
www.cloud-iq.com
Delight them!
www.cloud-iq.com
Search Data
www.cloud-iq.com
Speak to them according to where they’re at in the sales cycle
“Ecommerce payment gateway” “worldpay”
www.cloud-iq.com
• Categorise your search terms into cold/warm/hot
• Take them to the relevant landing page for the search term they used
• Offer a subscribe form that segments them into the appropriate segment
• Educate, communicate and nurture them according to where they’re at the buying cycle
Use search terms to segment your data
www.cloud-iq.com
Let’s finish with another story shall we?
www.cloud-iq.com
All
www.cloud-iq.com
Full understanding of the customer’s journey
• Traffic Source
• Device’s Used
• IP Address
• First & Last time on site
• Full user journey, Page URL’s
• Items Added
• Personal Details Captured
• Browser used
• Fields filled in
• Blur or init
www.cloud-iq.com
exitCapture: How it works
• Tracks a user’s site activity, down to every single cursor movement to calculate exactly when they’re about to leave your site
• Dynamically generated, profile relevant content such as exclusive products, discounts, news, etc.
• 300% more email opt-ins
• 10% increase in conversion
www.cloud-iq.com
cartRecovery:How it works
• Use the interactive dashboard to drill down to specific times of day
• Analyse the number of customers that abandon, their cart value, email performance metrics and value of recovered sales
• Compare cart performance
pre and post remarketing
• Convert 20% back to completion
www.cloud-iq.com
An example email campaign.
Reminder 35 min
Reassurance 23 hours
Promote 6 days
Adopt a timed email delivery strategy to engage your customers.
www.cloud-iq.com
35 Kingsland Rd Shoreditch London E2 8AA United Kingdom
T : +44 (0)845 498 9426 F : +44 (0)2077 397 742 Email : [email protected]
Get in touch for more information