Successfully Use Email to Close the Smartphone Browse-To-Buy Gap - presented by Loren McDonald at eTail East, August 2014
It’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen.
While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping.
In this session, McDonald highlighted tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including:
• Use responsive design techniques
• Add an email message to your onboarding program that encourages customers to register an account and/or store payment information
• Promoting social sign-in
• Creating educational emails for your shoppers
• Re-sending
• And much more
17. Typical
Welcome
Email
Approach
Immediate
3-‐7
days
7-‐14
days
Immediate
Stand
alone
Email
#
1
Email
#
2
Email
#
3
3-‐part
series
18. Add
to
an
existing
email
or
add
as
a
new
email
in
onboarding
series
• Payment
alternatives
(e.g.
PayPal)
• Register
today
/
social-‐sign-‐up
option
• Download
our
mobile
app
• Use
our
wishlist
/
save
for
later
function
to
complete
the
purchase
process
later
19. 2.
Use
Responsive
Design
–
Especially
for
Remarketing
Emails
@LorenMcDonald
20. Screensize-‐apalooza
Small
Medium
Large
iPhone
2.3”
wide
Galaxy
Note
3.2”
wide
Nexus
7
7.3”
wide
BlackBerry
2.6”
wide
iPad
Mini
5.3”
wide
Excite
13
8.5”
wide
Chart
Source:
Litmus
27. “For
Him”
Browse
Retargeting
Email
2.2%
conv.
rate
vs
1.6%
for
Broadcast
emails
-‐
Trigger
a
few
hours
after
browsing?
-‐
Make
mobile
friendly
-‐
Goal:
Get
smartphone
shoppers
to
return
to
tablet/desktop
31. Smartphone
Cart
Abandoners
–
Ideas
to
Test
Test
timing
–
within
an
hour
vs
a
few
hours
later
Mobile
friendly
or
responsive
Add
alternative
payment
process
copy
34. -‐
Register
now
for
easier
and
quicker
checkout
process
during
the
hectic
holidays.
Registering
also
makes
shopping
on
your
smartphone
or
tablet
a
breeze.
-‐
We
offer
PayPal
payment
option
–
leave
your
credit
card
in
your
wallet
or
purse!
-‐
Download
our
mobile
app
for
a
superior
mobile
shopping
experience.
-‐
Use
our
wishlist
/
save
for
later
function
to
complete
the
purchase
process
later.
-‐
Register
with
social
sign-‐in
using
your
Facebook
account.
36. Resend
to
openers
Highest
revenue-‐
generating
Ideas
promotion
in
2013
-‐ Resend
to
mobile
openers
-‐
Testing
timing
/
24
+
a
few
hours
later?
-‐ Use
responsive
or
mobile-‐friendly
design
40. Implications
Agenda
The
Data
7
Email
Tactics
/
Solutions
Takeaways
/
Q&A
Agenda
–
Takeaways
/
Q
&
A
41. Email
Tactics
Add
Mobile
Info
to
Welcome
Series
Go
Responsive
or
Mobile-‐
Friendly
Deploy
Browse
&
Cart
Reminders
Resend
to
Mobile
Openers
Standalone
Mobile
Info
Emails
Test
Timing
of
Remarketing
Emails
Takeaways
/
Action
Steps