webinar custora + movable ink expert e-commerce...

C H AT T H E M .1 Q U E S T I O N S ?

W E B I N A R

Custora + Movable Ink Expert E-commerce Email N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A

M I L E S W I L L I A M S , C M O , M O V A B L E I N K

E R I C S Z U H A N Y, S E N I O R A C C O U N T M A N A G E R , M O V A B L E I N K


T

Welcome

1. Building a community2. Chat your questions3. Q+A at the end 4. Quiz + raffle5. Will share deck & recording


T

Agenda

1. Custora: Segmentation 2. Quiz + raffle3. Movable Ink: Contextual Mktg4. Q+A


Customer segmentation

N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A

W E B I N A R


T

Intro

1. Why email?2. Elements of e-commerce email3. Frameworks4. Case studies


We’re working with sharp teams. Intro to Custora

Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention .

Teams

Tools

Data

This is our sweet spot


We work with sharp teams


What’s so great about email?

R H E T O R I C A L


Email (& search) won the holidays

Email drove almost a fifth (17.7%) of orders

Organic Search

21

Paid Search

17.5

Email

17.7

Affiliate 10.9

Social 1.9

Display

0.8Direct 24.9

Other 5.5

O R D E R S BY M A R K E T I N G C H A N N E LSHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL

Data based on The Custora E-Commerce Pulse:

Tracks real-time e-commerce transaction data from over 100 US retailers,

over 100 million online shoppers, & over $40 billion in e-commerce revenue.

Black Friday

Cyber Monday

Turkey Weekend

23.9% 27.3% 23.1%

Email is biggest on the big days

Share of e-commerce orders driven by email marketing

C H AT T H E M .1 1 Q U E S T I O N S ?

S T Y L I S H

Elements of e-commerce email



Order confirmation Shipping confirmation Return confirmation

Seasonal calendar Birthday Sales and promotions

Trigger-based Transactional

Calendar-based

Pre-purchase

Browse follow-up

Cart Abandonment

Product now available

Post-purchase

Purchase attachments

Review request

Replenishment

New product announcement

Post-purchase rec’s

Lifecycle Marketing

Welcome series

Member to buyer conversion

Re-activation / win-back

Loyalty recognition

Other triggers

App download

Customer service follow-up

Social media activity

Blog activity


Pre-purchase

Browse follow-up

Cart Abandonment

Product now available

Post-purchase

Purchase attachments

Review request

Replenishment

New product announcement

Post-purchase rec’s

Trigger-basedLifecycle Marketing

Welcome series

Member to customer conversion


Loyalty recognition

Other triggers

App download

Customer service follow-up

Social media activity

Blog activity

Seasonal calendar Birthday Sales and promotions


Order confirmation Shipping confirmation Return confirmation

Transactional

Calendar-based


* Find more info on Segmentation on Custora U

Email + Segmentation

Seasonal Calendar

Welcome series / Member to customer



Segmentation frameworks

D I Y


Example: Seasonal calendar

Goal: Improve revenue and conversion of seasonal (Winter) emails


How: Identify “product affinity segments” to deliver more personalized emails

Result: In progress and looking good

Example: Seasonal calendar


Segmentation dimensions

Demographic BehavioralGeography

Age

Gender

Income

Marital Status

Life-stage demographics

Purchase behavior

Promotion behavior

Site behavior

Email behavior

Mobile behavior

Lifecycle Segmentation

Persona Segmentation

Acquisition Channel


Quiz timeQ U I Z Z I C A L


Which 2 are among the best variables on which to segment?

A. Marital status

B. Device type used

C. First browsed product

D. First purchased product

E. Favorite HBO show

All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora

Quiz: Best segmentation variables


7 dimensions that matter

1. Acquisition Path 2. First Purchase 3. Device Type 4. Geography 5. Income 6. Gender 7. Age


Keep segmentation REAL

Relevant

Efficient

Actionable

Lasting


Case studies D I Y


Every new member

Welcome / Member to customer

Goal: Increase member-to-customer conversion

Before


Welcome / Member to customer

How: Segment on predicted conversion rates

Results: 1.75x lift in conversion, 3.5% Revenue lift

Tailored Campaigns

After

Every new member

Before


Reactivation / Win-back

Goal: Reduce attrition rate

90 Days

90 Days


Reactivation / Win-back

How: Segmenting based on individual purchase frequency

Results: 17% lift in activation rate and 10.7% lift in revenue

90 Days

30 Days


Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics

custora.com/pulse

2014 Holiday Recap Report

Add’l resources

Contextual Email Marketing:What, Why, How

Are your email campaigns taking customers out of context?

Why contextual marketing?

Marketing is based on trust,but that trust is broken.

Why contextual marketing?

55% of visitors spend fewer than 15 seconds on your website

The average Internet visitor sees more than 1,700 banner adsa month but click-through rates are around 0.1%

78% of customers don’t trust emails from companies

87% of customers don’t trust ads on websites

67% of customers don’t trust ads in any channel

Source: Smart Insights

If CONTENT is king…

CONTEXT is the chessboard.

Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions.

Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions.

“

”

Forrester Reports

But what does “context” look like?

Contextual Marketing

Utility

Customer Experience

Engagement &

ROI

73% YoY increase in mobile payment

volume

It’s not. It all starts with email.

Sound complicated? Expensive?

Key Marketing Challenges

Personalization

•  Increase response rates with uniquely tailored content

•  Personalized at the moment of open

•  Repurpose content from the web & social

•  Ensure cross-channel consistency

Automation Innovation

•  Stand out in a crowded inbox

•  Create compelling user experiences

Optimization

•  Insights based on real-time analytics

•  Optimize for the individual, on-the-fly

A Useful, Engaging Experience

Live Deal

Preview of Next Deal

Expiration Countdown

Increasing Relevance Across the Marketing Lifecycle

Newsle&er( Promo,onal(Emails(

Product(Launches( Loyalty(

300%INCREASE IN

CLICK-THROUGHRATES

100%INCREASE IN OPEN RATE

Geo-Targeted Products & Creative

80%INCREASE IN

CLICK-THROUGH RATES

Time-Targeted Promos & Offers

Countdown TimerTo Launch

Current Available Shoe Sizes

Store Location Basedon Geo-Targeting

Social Icons Deep-Linking to Mobile Apps

Live Winner’s Circle Rewards Balance

Live Shipping DetailsIn Email

Live Social Integrations

Next Steps

The Way Forward

First-Party Data!

Real-Time Interactions!

(merge tags, APIs)!

Context!

(real-time analytics, content)!

Today, email marketing is about customer experiences,

not campaigns. !

The Way Forward

Want to get started with contextual email marketing?

Get in touch with us at [email protected]

or visit movableink.com


Q+AA S K A W A Y

N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A

M I L E S W I L L I A M S , C M O , M O V A B L E I N K

E R I C S Z U H A N Y, S E N I O R A C C O U N T M A N A G E R , M O V A B L E I N K

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