4. 151 Slides
45 Minutes

8. 93% of U.S. online
consumers are email
subscribers, and receive at
least one permission-based
email each day.

9. 66% of U.S. consumers have
made a purchase as a result
of an offer received by email.

10. 75% of social media users
say email is the best way for
companies to communicate.

11. 77% of U.S. Consumers
prefer to receive permission-
based promotional offers via
email.

15. 49% of consumers want a
seamless shopping
experience across all
channels.
Accenture

21. 43% of all emails sent are
now opened and read on a
mobile device.
Return Path

22. 63% of US consumers say
they delete emails
immediately if they are not
optimized for mobile.
Return Path

23. 1 in 3 consumers use their
mobile phone to research
products in-store.
Cisco Internet Business Group

42. 47% of all emails sent are
now opened and read on a
mobile device.
Return Path

43. 63% of US consumers say
they delete emails
immediately if they are not
optimized for mobile.
Return Path

50. Great defensive design
techniques like HTML
text and alt text.

54. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.

56. 41% of consumers buy more
from retailers who send
personalized emails based
on past buying behaviors.
Return Path

57. 85% of consumers know that
websites track their online
behavior, but understand that
tracking enables companies
to present offers and content
that match their interests.

59. First Time
Visitor

60. Click One
Product

61. Personalized
Home Page

62. Personalization Served in Real-Time

103. When you start to farm and not
HUNT for new customers.
You’ll harvest them for life.

104. Your marketing should be
tailored first and foremost to your
current customers and
employees.

116. • 29 years old
• Married
• Mother of a five-year-old daughter and a
two-year-old son
• Elementary School Teacher
• Long-time catalog customer and Facebook Fan but not a
current subscriber
• Has a monthly 'neighborhood knitting night' which is really just
a reason for Stacie and the rest of the ladies to drink wine and
catch-up while their spouses watch the kids
Consumer Journey
Meet Stacie

117. When the shipment arrives
she notices that the
packing materials contain a
post card publicizing a
sweepstakes
She types in the URL for
the landing page and is
redirected to the contest’s
SocialPages on Facebook
Stacie bought the heart
cookie cutter set because
she is making cookies for
her class at school
Enter our
sweepstakes!
cookstore.com/enter
Web purchase

118. Social Capture
Stacie enters the contest and
selects the option to opt-in to
promotional messages from the
retailer so that she can be the first
to find out about similar offers
Email Address:
stacie@portland.net
Thanks for
entering!
Tell us more!

119. Web Customization
Since Stacie entered a contest
relating to a cookbook, we
drop her into the Cookbook
section of Cook’s Tool area of
the site
Cookbooks
Stacie uses guided selling
tools to look for other related
cookbooks
Find a Cookbook
1. What kind of food do you
want to make?
She browses items,
even adding a cookbook to her
cart
Add to cart
Fresh + Fast
Cooking
But decides not to purchase
Find a Cookbook
2. How experienced
are you with cooking?
Find a Cookbook
3. How much are you
wanting to spend?

120. Email Recommendations
Triggered email sends a
remarketing message for the
cookbook based on Stacie’s
web behaviors
Remember this book?
Promo Code
Fresh + Fast
Cooking
Stacie reads the email at workbut accidentally deletes it

121. Social Interaction
Stacie Smith @StacieSmith
@CookStore I accidentally deleted my coupon. Can you help?
CookStore @CookStore
@StacieSmith Sorry to hear that Stacie, we have resent the email
to you. Let us know if there is anything else we can do for you.

122. In-Store Purchase
Stacie stops by the mall and
buys the recommended cookbook
with her promo code.
She requests an eReceipt
The eReceipt contains a
bounce back offer with
upsell opportunities
eReceipt
$20.71
Fresh + Fast
Cooking
Thanks for your purchase!
Have you seen these?

123. Email Personalization
7 days after her cookbook
purchase,
Stacie receives an automated
rating/review email
She is also invited to
join the cookbook club
Review your
purchase
Fresh + Fast
Cooking
Triggered Send
+7 days
Join our
Cookbook
Club!
Triggered Send
+14 days
She joins and adds her
mobile number to her profile
so she can
receive mobile alerts about
local cookbook club events
Stacie Smith’s Profile

124. scrapbooking
Mobile Promotion
Based on her
preferences
Stacie can receive an
SMS alert about an
upcoming local event
Or receive an email
about an upcoming
event
Cookbook Club
Newsletter
February
baking
music
reading
Cookbook
Club Event
at NW23 &
Flanders
this Friday.
bit.ly/a3m4

125. Stacie’s Consumer Journey
Email Address:
stacie@portland.net
Add to cart
Fresh + Fast
Cooking
@CookStore
Review