Email Marketing + Social Proof = The Perfect Formula to Convert More Browsers Into Buyers!
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Email Marketing + Social Proof: The Perfect Formula to Convert More Browsers Into Buyers
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Transcript of Email Marketing + Social Proof = The Perfect Formula to Convert More Browsers Into Buyers!
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
