How an effective abandoned shopping cart retargetting campaign works
Email Big Wins for 2013 - Experian€¦ · 15% . 19% . 19% . 44% . Abandoned. cart (one. message)...
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Email Big Wins for 2013 Liz Gould and Elaine Moneyhon
Transcript of Email Big Wins for 2013 - Experian€¦ · 15% . 19% . 19% . 44% . Abandoned. cart (one. message)...
Email Big Wins for 2013 Liz Gould and Elaine Moneyhon
Addressing channel overload
Messaging by the numbers
100% of clients surveyed message with email
48% send SMS/MMS messages
to customers
8% Market based on channel preference
Channel preference
Offering choice in emails
Offering choice upon sign up or in preference centers
Offering choice upon sign up or in preference centers
Offering choice upon sign up or in preference centers
The rise of mobile viewership
Industry mobile opens 2011 - 2013
Some clients have more than 60% of their customers reading emails on their mobile devices!
32%
10%
58%
Webmail Mobile Desktop
25%
43%
32%
data courtesy of Litmus
Mobile not necessarily “on the go”
• Return Path asked a panel where they are when they purchase items from a smartphone
• The data shows that using a smartphone to purchase is a matter of convenience
• Emails should be mobile optimized for the same reason!
How are our clients optimizing for mobile?
% of clients have a mobile site
% %
How are our clients optimizing for mobile?
% of clients have a mobile app
% %
of clients have done no email optimization for mobile devices
How are our clients optimizing for mobile?
% % %
Think about how your emails look on a smaller screen
Think about how your emails look on a smaller screen
Think about using shorter subject lines
•Keep subject lines at a length of 30-35 characters
•Keep the Pre-Header text at a length of 40-45 characters
Designing for mobile
• Streamlined navigation • Slimmer design • Larger copy • Mobile app call-outs • Larger, tap-friendly calls to action
Responsive design
Remind users of the mobile experience
Remind users of the mobile experience
Mobile shopping incentives
Make it easy for your customers
Let them show coupons or boarding passes from their phones
Let them show coupons or boarding passes from their phones
“The more channels marketers embrace, the more email programs they’ll need to support them” - Forrester
“Email connects everything in the mix”
Email ↔ Print
million The number of photos uploaded to Instagram every day Source: The State Of Social Sharing in 2013, WebHostingBuzz
Get visual What does this number refer to? (Hint: think social)
Email ↔ Social
Email ↔ Social
Email ↔ Social 35% Of clients have used “pin it” Buttons in emails
43% Have used “like it” buttons in emails
21% Have used “tweet this” buttons in emails
% Of clients allow social sharing at checkout
Email ↔ Mobile
Email ↔ Store
Engagement
Clients with high click rates – what drives clicks?
Clients with high click rates – what drives clicks?
Clients with high click rates – what drives clicks?
Editorial emails
Rating customer experience
Surveys: Low effort, high return
2.5%
5.76%
Unique Clicks Revenue per Email
$ 0.13
$ 0.22
Survey emails Q2 2013 Promo benchmark
Getting creative with reactivation
Confirmed Opt In (COI) SL: Open To Confirm Your Email
(Plus, Save 50%!)
27% of clients use a COI for inactive subscribers
COI Performance
28%
33%
Unique Opens Unique Clicks
20%
7%
Q1 2013 Welcome benchmark COI sign-up (pre-welcome)
COI sign-up mailings have 2.7x higher click rates than welcome emails
COI Performance
8.6%
10.3%
Unique Opens Unique Clicks
5%
1.5%
Q1 2013 Other reactivation emails COI Reactivation
COI reactivation mailings have 3.3x higher click rates than other
reactivation emails
What types of remarketing campaigns does your email program include? 78%
48%
22%
33% 31%
15% 19% 19%
44%
Abandonedcart (onemessage)
Abandonedcart series
Abandonedform or activity
Productbrowse-based
Categorybrowse-based
Browse on sale Replenishment Back in stock Thank you forpurchase (notorder or shipconfirmation)
Over 85% increase from last
year
Over 130% increase from last
year
Over 48% increase from last
year
Get smarter
Targeting past purchasers
Use your data! SL: Time's Running Out: Wedding Invitations by Kleinfeld Paper
SL: Is 1-24-2013 your child's birthday?
SL: Fat Dots Picked Just For You!
Personalized content works!
x Lift in Transaction Rates For emails with some form of personalization over non personalized emails
New and hot!
Gmail’s quick action buttons
Twitter acquisition
Updates since last year
Clients sending
SMS and/or
MMS campaigns
Up 17% over 2012 survey results
Updates since last year
Clients collecting birth date in addition
to email address
Up 54% over 2012 survey results
Updates since last year
Clients sending
e-receipts from store purchases
Up 86% over 2012 survey results
Updates since last year
Clients using a
pop up for email
collection
Up 107% over 2012 survey results
Your presenters
Liz Gould Director, Strategic Accounts, Experian Marketing Services
Elaine Moneyhon Client Partner, Strategic Accounts, Experian Marketing Services
Updates since last year 2012: 25% of clients using pop up for email collection 2013: Over 50% of clients are using a pop up 2012: 20% of clients sent e-receipts from store purchases 2013: 39% of clients are sending customers e-receipts 2012: 24% of clients sent SMS campaigns 2013: 27% of clients send SMS and/or MMS campaigns
Welcome Series Stats Transaction Rates by Offer
0.12%
0.37%
0.02%
1.01%
0.26% 0.24%
0.49%
0.10%
On the go consumers
Ways to optimize
Past Wins: If you’re not doing these you should be!
All of these have shown lift in acquisition, opens, clicks or transactions for our clients!
Abandon Series
Reviews in emails
Horizontal Scroll Emails
Animation
50% of clients use pop-ups
Dynamic Content in Pop-Ups
Dynamic Content in Pop-Ups
