transforming retail into me-tailinfo2.magento.com/rs/magentoenterprise/images/retailin...slide 7...
TRANSCRIPT
Transforming retail
into me-tail
Jonny Dixon
Global Ecommerce Channel Manager
23 July 2014
Slide 2 Slide 2 Transforming retail into me-tail @dotmailer #webinarwednesdays
Who are dotmailer?
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Slide 3 Slide 3 Transforming retail into me-tail @dotmailer #webinarwednesdays
Slide 4 Slide 4 Transforming retail into me-tail @dotmailer #webinarwednesdays
2017
8%
Overall
2012
$231b
Overall
10%
Overall
$371b
Overall
The growth of online
Slide 5 Slide 5 Transforming retail into me-tail @dotmailer #webinarwednesdays
Challenges for online retailers
Integrating email with other channels
Leveraging dynamic content
Leveraging segmentation
Managing email frequency and cadence
Increasing open click-through rates
57%
50%
43%
38%
38%
Source: Forrester, 2013
Slide 6 Slide 6 Transforming retail into me-tail @dotmailer #webinarwednesdays
Insight noun
The capacity to gain an accurate and deep
intuitive understanding of a person
Slide 7 Slide 7 Transforming retail into me-tail @dotmailer #webinarwednesdays
Purchase
Segment and automate
based on what people
purchase
Feedback
Use the data your
customers provide you
to make the right
decision
Social
Use publically available
data to find out who they
are
Email Are your customers
opening, clicking or
converting? Browse
Understand what people
are looking at but
not necessarily buying
Retail in Me-tail by
Humanizing the
purchase journey
Slide 9 Slide 9 Transforming retail into me-tail @dotmailer #webinarwednesdays
Shopping is…
• A customer experience
• A brand opportunity
• A chance to connect
Slide 10 Slide 10 Transforming retail into me-tail @dotmailer #webinarwednesdays
Seize the opportunity online
• Welcome Programs / Account Registration
• Abandoned Browser / Lost Basket Emails
• Transactional Emails / Post Purchase Feedback
• Retargeting / Re-engagement / Replenishment
Slide 11 Slide 11 Transforming retail into me-tail @dotmailer #webinarwednesdays
Welcome program
3 step welcome program
• Welcome
• Educate
• Incentivize
5500%
ROI
Slide 12 Slide 12 Transforming retail into me-tail @dotmailer #webinarwednesdays
Account creation
• Say thank you!
• Explain the benefits of
shopping with you
• Ask for additional info
• Give opportunities to further
interact
29% CTR
67% OR
Slide 13 Slide 13 Transforming retail into me-tail @dotmailer #webinarwednesdays
Abandoned browse
Checklist
• Include recommended products
• Ensure the email arrives within
an hour
• Use urgency
• Highlight value
• Use clear and large product
imagery
• Make sure your mobile optimized
• Include customer service contact
details
Slide 14 Slide 14 Transforming retail into me-tail @dotmailer #webinarwednesdays
Cart Abandonment
Checklist
• Send within the hour
• Include the contents
• Use dynamic content
• Serve product
recommendations
29%
Sales recaptured
through a three step
abandoned cart
program
Slide 15 Slide 15 Transforming retail into me-tail @dotmailer #webinarwednesdays
Transactional
• Again, remember to say
thanks!
• Change imagery and style
• Build personality of brand
• Cross sell but make sure
you add value
Slide 16 Slide 16 Transforming retail into me-tail @dotmailer #webinarwednesdays
Feedback
• Ask questions
• Service & Satisfaction
• Social advocacy
• Make it useful
Slide 17 Slide 17 Transforming retail into me-tail @dotmailer #webinarwednesdays
Retargeting, Re-engagement and Replenishment
• Harness information from
Magento
• Use key products for
replenishment
• Add Value
• Multi step and branched
More spent on
avg by repeat
customers than
new customers
67%
Slide 18 Slide 18 Transforming retail into me-tail @dotmailer #webinarwednesdays
Personalization
• Treat people differently
– Friends, Family & Strangers
– Tailor the experience
– Make people feel special
208% ↑CR
24% ↑Revenue
21% ↑Retention
Source: MarketingSherpa, 2012
‘Must Have’
Customer
Segments
Best Customer
VIP Customer
Big Spenders
Splurgers
Win Back Customers
Loyal Customers
Customers Location
New Customers
Almost Lost
People Who Purchase
Carts Containing
Failed Cart Recovery
Freq. Low Value Customers
Bargain Hunters
Sale Only Shoppers
Non-Sale Shoppers
Slide 20 Slide 20 Transforming retail into me-tail @dotmailer #webinarwednesdays
ROR – Return on Relationship
• Stand out from the crowd
• Consider your persona
• Always add value & build trust
A 5% increase in retention yields profit
increases of 25 to 100%
Source: Bain & Company, 2013
Takeaways
Slide 22 Slide 22 Transforming retail into me-tail @dotmailer #webinarwednesdays
Think Big, Start Small, Scale Quickly
• The dotmailer way
• Time and Resource
• Time to Test
• Optimization
Slide 23 Slide 23 Transforming retail into me-tail @dotmailer #webinarwednesdays
Takeaways
1. Integrate!
Get your magento data syncing with your ESP – quick!
2. Segment
Define your default segments
3. Consider ROR
Build “relationshops” and revenue
Slide 24 Slide 24 Transforming retail into me-tail @dotmailer #webinarwednesdays
Takeaways
4. Campaigns
– Welcome
– Abandoned cart
– Post purchase
Slide 25 Slide 25 Transforming retail into me-tail @dotmailer #webinarwednesdays
Takeaways
4. Campaigns
– Welcome
Sign-up Vs Account? Multi Step, Branched?
– Abandoned cart
Customers Vs Guests, Top Customers
– Post purchase
New purchasers Vs Regulars,
Dynamic Content & Seasonal Imagery
Thank you
Any questions?