Prezentacja Marcusa Taylora z Venture Harbour przeprowadzona podczas 3. edycji Email Marketing Maratonu, która odbyła się w marcu 2015 w 5 miastach w Polsce - w Krakowie, Wrocławiu, Ponzaniu, Warszawie oraz Gdańsku.

1. Email Marketing w eCommerce!

2. Nie mówię po polsku :-(!

3. How four words increased!
Obama’s donations from a single !
email from $403,603 to:!
!
$2,540,866

4. x 319,339!
Put another way…!

5. How to make birthday emails 8x as effective

6. Plus…!
8!more ways to increase your !
transaction rates by at least 20%!

7. 7%!Source: http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/!

8. 1) Make your transactional emails count!
Source: http://www.experian.com/assets/marketing-services/reports/transactional-email-report.pdf!

9. #2 Incentivise
Product
Reviews!

10. 3) Give customers
free store credit
(and play on the
power of loss
aversion).!

11. #4 Rewarding loyal customers with
gift cards boosts short-term revenue!
34% of gift cards were redeemed, generating an additional $105k
Non-active
customers
!
!
Most loyal
customers
!
Gift card!
redemption =
$105k extra!
Semi-dormant
customers
!
!

12. #5 But… re-activating dormant customers
can be event more profitable!
Re-activating dormant / non active customers generated an additional $145k
Non-active
customers
!
10% !
activated!
Most loyal
customers
!
!
!
Semi-dormant
customers
Gift card
redemption = !
$108k extra!

13. In the first half we’ve learned to:
!
Get more value out of our transactional emails!
Incentivise product reviews!
Use loss aversion to drive impulse purchases!
Re-activate dormant customers !
Reward loyal customers to keep them active.!

14. Now it gets interesting…!
!
!

16. 6) A/B test:!
• Subject lines!
• Sending times!
• From line!
• Email content!
• Subscriber segments?!
www.bloomberg.com/bw/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails!

17. 7) Birthday emails: people like free money

18. 8) Use email to reduce cart abandonment!

19. #9 Automate feedback collection / net
promoter score data!
http://www.squiz.net/uk/stories/squiz-speaks/automating-a-net-promoter-score-program!

20. 10) Email marketing beyond the inbox!

21. Dziękuję! !
Do zobaczenia :)!
!
Want to contact me? —> marcus@VentureHarbour.com!