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How to boost e-commerce ROI with digital marketing & data - Webwinkel Vakdagen 2013
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Transcript of How to boost e-commerce ROI with digital marketing & data - Webwinkel Vakdagen 2013
HOW TO BOOST EMAIL MARKETING PERFORMANCES
30 MINUTES
2
food for thought doing permission
marketing
BUILDING CUSTOMER-CENTRIC RELATIONSHIPS
3
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Most important KPI:CPnO (Cost Per new Customer)
CLTV (Customer Life Time Value)
WHY CARE ?
5
10.000.000.000
Bankrupt webshops2012 # 55
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Marketin
gtasks
Get new leads inFirst time buyRepeat buyIncrease basketLoyalty and retention
CPnO, Repeat buyconversion rates …..= CLTVCustomer life time value
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Repeat buy?
ORDER NUMBER REBUY ACCUM. UTILIZATION NUMBER REBUY ACCUM. UTILIZATION
E-COMMERCE MAILORDER CATALOGUE
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10% Loyalty improvement
CpC
conv. To buy % CpO
Today € 0,40 1,8 € 22,22
Future € 0,40 1,8 € 22,22
Reference numbers for the customer (BEFORE) Re-buy CpO Basket Margin Margin € Contribution1st buy € 22,22 € 51,00 40% € 16,73 € -5,49 2nd buy 35% € 5,85 3rd buy 45% € 2,63 4th buy 50% € 1,32 5th buy 70% € 0,92
Total direct contribution after 5 buys (CLTV) € 5,23
Reference numbers for the customer (AFTER 6 MTH) Re-buy CpO Basket Margin Margin € Contribution1st buy € 22,22 € 51,00 40% € 16,73 € -5,49 2nd buy 38,5% € 6,44 3rd buy 49,5% € 3,19 4th buy 55,0% € 1,75 5th buy 77,0% € 1,35
Total direct contribution after 5 buys (CLTV) € 7,24
10% = 38% Value20% = 81% Value30% = 2,3X Value
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Business value = Loyalty
Customers
Repe
at buy
1X
2X
3X
4X
5X
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Pre-condition for professionel email
marketing
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Value of email permissions?
• Dutch webshop – b2c• Data source: new customers in Q4 -11 and Q1 – 12• No segmented or behavioural marketing
Permission Non-permission1. time buy 100% 100 100% 1002. buy 46% 46 30% 303. buy 56% 26 50% 154. buy 74% 19 61% 95. buy 93% 18 80% 7
207 161
Value of email permission, before ”real” email marketing -
28%
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From Newsletter to Campaign mail
1:all 1:1
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Email marketing
Key email marketing discipline must be managed and applied to succeed
• Email deliverability: Capacity timing, right speed Whitelisting, reputation etc
• Email open: Personalization, timing, subject line
• Conversion: Relevance and appealing (based upon buying/click history)
Permission and send
Deliverability
Open
Click
€
DATA
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Email marketing
Data integration
Automatic processes
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INTEREST 1. TIME BUY ESTABLISHED
DON´T MISS IT!BE THE FIRST TO…!
THANK YOU FORCHOOSING…!
SAFE & EASY!
WE MISS YOU!
LOYAL REACTIVATED
Leadnuturing
Feedback
Segmentedbehavioural Antichurn
reaktivering
Data, data,data
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Opt-In Prospect 1st Buy 2nd Buy Established PremiumOpt-Out
PU
SH
Seg
men
ted
1:N
PU
LL
1:n
/1:1
SPECIALPRODUCT NEEWS
SEASSONCOURTESY
PRODUCT OFFER
Automatisering er et “must”
WF:Sign-upCapture leadsonsite
WF:Honey MoonTurning prospects intocustomers
WF:1st-TimersFeedbackmails & follow-upincentive
WF:Loyalty offers
WF:Tell a friend
WF:Birthday
WF:Up-Selling and Cross Selling
WorkFlows – automated
WFLocal shop offers
WF:Browsed in high value product areas
RFM:ReactivationMails60 days90 days180 days
WF:Aborted purchase
Retargeting campaigns
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Case Study – Mediherz.de
• German online pharmacy Customers /month 25.000
• 56 employees
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Data driven campaigns improved result 5x
Num
ber o
f orders
Push - mail
100
242
Gender, age and prescription
Segmented
543
Click stream campaigns
Behavioural
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halfords - automated and highly personalized messages to drive second purchase
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ChallengeIncrease second purchase rate of customers through cross-selling other products
Solution• Storage and synchronization product catalog and
Product recommendations in the Digital Marketing Cloud
• Integration with Bazaarvoice for compelling product review data to enrich the message
• Complete automation by dynamic assembly of email templatesResults
Open rates increased 129%Sales conversions up 45%
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Sony increased sales conversions by 5% using customer product reviews
eCircle 20
Challenge
• Increase traffic to the Sony online store
• Use product review data to drive online conversions
• Promote sales of specific products according to business needs
Solution
• product promotional email campaign using customer reviews content
• Match Reevoo reviews content to products using Cloud+ / related data
• Cross-sell opportunities identified driving customers along the sales
funnel
Results
• Increase in traffic to Sony website
bringing prospects closer to the product
• 81% of shoppers utilise customer reviews
• 5% uplift in sales conversions
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Data driven marketing
= KPI
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KPI could be
today 6 months 12 monthsCpO - Google Affiliate ……..
87,25
7,507,00
7,006,75
Repeat buy - 1. to 2. buy 2. t0 3. buy ………
25%45%
35%58%
50%65%
Permission % email SMS
65%10%
70%15%
75%18%
Conversion %DirectShopCall center
2,1%1.1%3.0%
2.4%1.3%1.5%
2,6%1.4%1.1%
email open rateemail click rate
19%12%
23%20%
26%22%
…..
CLTV (after x mth)
22 25 30
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get a balance in marketing spending?
Loyalty /retention activities
Nurturing activities
Lead generation activities
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Summary – 7 Points
CLTV
KPIFollow-up
Budget
Dedication& Passion
System
Data &Integrat.
Permission
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Make a plan
Lift offBusiness
Væ
rdi/R
esul
tat
Tid
Quick-wins Lift offBusiness
Next GenerationCampaigning
ROI-Acceleratorer:
- Profil data- Welcome mail- Feedback mail- Birthday e-mail etc.
Segmenteret & Trigger kampagner:
- Click stream segmented- Me too offers- Bounce handling- …...
Advanced campaigns:
Abandon basket- Click stream campaigns- 1:1 recomendations- Facebook feed - Reactivation campaigns
30 Days
100 Days
180 Days
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THANKS FOR LISTENING
eCircle
27
Per John JensenNorthern Europe
T +45 29 61 33 03@ [email protected]
Slagterhusgade 101715 København V
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