Insurers' journeys to build a mastery in the IoT usage
Transforming retail into me-tail. Jonny Dixon
1. Transforming retail
into me-tail
Jonny Dixon
Global Ecommerce Channel Manager
22nd September 2014
2. The growth of online
• Offline vs Online
• Standardization vs Humanization
• The Aim
2012 2017
33%
Report email contributes
most to online purchases
Custora.com, 2014
16%
Increase in ROI from
2012 to 2013
DMA, 2014
$49
Average B2C ROI on
email marketing spend
DMA 2014
What is shopping?
3. 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
Top challenges in email
4. Insight noun
The capacity to gain an accurate and deep
intuitive understanding of a person
5. 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
6. Segmentation & Personalization
• Treat people differently
– Friends, Family & Strangers
– Tailor the experience
– Make people feel special
39%
Email revenue was from
segmented emails
DMA, 2014
51%
Higher CTR from
personalized triggers
EmailInsider, 2014
10x
Better performance from
triggered emails
EmailInsider, 2014
7. 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
8. • 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
ROR – Return on relationship
10. Start a conversation
• First interaction
• Account creation
• Multi step welcome
54%
Average open rate across
3 step welcome series
Cabbages & Roses
11. Abandoned Browse
• 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
12. Cart Abandonment
• Send within the hour
• Include the cart
• Use dynamic content
• Serve recommendations
68%
Average cart
abandonment rate
Baymard.com, 2014
13. Transactional Emails
• Customer service
• Change imagery and style
• Build personality of brand
• Cross sell but make sure
you add value
14. Feedback
• Ask questions
• Service & Satisfaction
• Social advocacy
• Make it useful
15. Replenishment and
Re-engagement
• Use Magento!
• Identify the right products
• Add Value & Content
• Multi-step and branched
67%
More spent on avg by
repeat customers vs new
17. Takeaways
1. Integrate!
Get your Magento data syncing with your ESP – quick!
2. Segment and Personalize
Define your default segments
3. Automate
Multi step welcome, abandoned cart, re-engagement
18. Think BIG, start small, scale quickly
• Time and Resource is not an excuse
• Time to Test
• Optimization
19. Any questions?
Jonny Dixon
jonny.dixon@dotmailer.com
@jonnydotdixon
@dotmailer
#MMNY14
Hinweis der Redaktion
6000 clients across 150 countries
New York, UK & Europe
15 years old this year
Started as ecommerce agency building ecommerce sites for 14 years
fully focused email service provider but we understand ecommerce
own ecommerce platform
Magento Silver SI
So we don’t just think email, we think ecommerce and how to make the most of the email channel.
Focus email marketing automation for retail…
We tend to use the word shopping in an offline capacity but ‘buying’ online.
So what is shopping…
Its an experience, something you do with friends, your partner – it gets you excited or envokes emotion. *personal example*
It’s a brand opportunity – luxury retailer serving champagne or the abercrombie and fitch example.
It’s a chance to connect, the ultimate personal experience. ‘Hi how can I help you today’, 1 to 1 personalization with shop assistants on call.
But think about the contrast of ‘buying online’ – it’s a very standardized process. AMAZON example, checkouts all the same. But shops don’t do this – they see value in creating difference experience all together.
Online standardization is not a bad thing – server speeds, UX layouts etc but are we becoming to robotic. We need to think about humanizing the experience.
So this is the aim. Turn online retail more into me-tail. And we can start to do this through other channels and today email will eb the focus.
I wanted to quickly look at this forrester report of the biggest challengers faced in email marketing.
You can see that it is no longer about open and click through rates or managing frequency.
But focus is on integrating other channels and leveraging this data for things like dynamic content.
However, Magento makes this easy. There are ESPs out there with integrations that can do this for you.
And the more data we have the more effective our email marketing becomes….
So once we can integrate we need to think about the word Insight. The capacity to gain an accurate and deep intuitive understanding of a person.
What insight can we gain to help us humanize our communication?
If we look at what insight is available to us then we can start to think how we can utilize this to our advantage.
For me there are 3 key areas to focus on here. Purchase, Feedback and Browse data.
Purchase – the ability to segment and automate based on what people purchase.
Feedback – starting to use the data they give you to make sure they like what they are getting!
Browse – not everyone makes a purchase. If we can understand browse better it gives us the tools to make them purchase!
Browse is interesting to, take abandoned cart emails, very common. But do people consider the fact that the products in the basket may not have actually been the last ones they looked at?
Treat people differently. Use segmentation effectively
Friends, Family & Strangers – we treat them differently and would expect the same
Starbucks example
Regular customers vs new customers
Be more friendly with repeat customers
Build the relationship with new customers
Tailor the experience
Customer journey
Would you trawl through 100s irrelevant products in a shop?
Use email to direct them to what they are interested in.
Use Product Recommendations
Bring these into email
Be clever‘
Abandoned cart may not be the ones they looked at last!
Make people feel special
Use Unique Coupon codes at unique times
one on the house - Feel valued + higher engagement
Many customer segments out there and these will differ business to business, but here is a snap shot of the types of segment you need to start thinking about.
But We often worry about ROI when we should also be considering ROR…
ROR – build the relationship online, it will provide a return in the longer term.
Stand out from crowd
Think about:
Who you are?
Why are you different?
What are your selling points?
Are you communicating this and is it helping forge relationships?
Consider your persona
How do you train your staff? – shop assistants train a lot.
Do your copywriters get the same, do they understand the human side to the brand
Copy & Style, tone of voice
we react to how people talk to us, or how they look and behave.
Old age VS young teenager
Use the data to personalise the conversation and make people feel valued
Look for opportunities to bring personality! – Unsubscribe link
Add Value
Customers not just an ID. Real people – consider their feelings & needs – don’t just sell, add value.
So lets look into some practical examples of how we can start putting all of this into practice.
So to come back to the idea of humanization and treating people differently.
First up – the first point of contact, welcome/account creation
Make sure your newsletter welcome email is not identical to the account creation email.
Consider this in a store. Leaving your email address at the counter is very very different from signing up and registering a store account!
With account emails we should educate them about the benefits of shopping with you. Your returns and delivery policies. If you have different customer groups then explain how they can move up the ladder?
Say thank you – be polite,
Prompt for additional information? Humanization – its normal to interact and keep the conversation going!
Multi Step
Abandoned browse is an often under utilized channel of communication but the fact is it will result in conversions.
To make the most of this though it is important to consider the following
Include recommended products – make it useful, the reason they abandoned may well have been because they couldn’t find what they wanted!
Ensure the email arrives within an hour – otherwise it risks becoming irrelevant! Make sure you attempt to recapture that sales before someone else does!
Use urgency – give the customer a reason to come back and purchase quickly. Use messaging around stock availability to increase urgency.
Highlight value – highlight additional value you offer. If you offer free returns then the risk becomes much less. So shout about it!
Use clear and large product imagery – ultimately imagery is what sells online so make sure the product images are large enough!
Make sure your mobile optimised – a lot of browsing is done on mobile devices these days so ensure that any follow up emails are also mobile optimised!
Include customer service contact details – there may have been a reason they abandoned, they may have questions they cant find the answers to. So include customer service details to help them find the answers.
Send within the hour
Include the cart contents – remind people what they are missing out on!
Dynamic content- freshen things up, 10x purchaser vs brand new or guest
Recommendations – products in the basket may not be what they last looked at!
Transactional emails
Highest open rates oof all email – who doesn’t open order confirmations?
Great opportunity to build the brand. Seasonal imagery
Personality, dynamic content based on most valuable customers? Humanize!
Cross sell but also add value. Delivery, returns information, customer service details etc.
Think about adding value
Themselves: DALE CARNEGIE – ‘The most important thing someone can hear is their own name’
Ask questions; people want to give you information…
Ask at relevant times
In real life you don’t ask 100 questions in one go!
Use behaviour not just explicit data – people telll you want they want you to hear
Make it useful – great feedback then turn them into social advocates
Bad feedback – well think about getting customer services to call them? Humanize
Magento has all this data – better opportunity than offline! You know what they bought and when they bought
You don’t get this in a store – once they leave, they’ve gone.
Look to identify key products that lend themselves to replenishment. Face cream example
But also add value… if you have products with hints and tips, send them guides, additional content
Thin kabout multi step programs – branch out based on what you know.
There are other providers out there – im not going to say we are the only ones… just the best at it! ;)
Segments – what are the key segments for you. General segments and work down from there. Is it gender? Average order value?
Do you have two ranges or lines – both different values?
Personalize and think about ROR…. Relationshops -- Another coined phrase for you!!
Automate
Do the easy ones first… but do them well. Sit back and watch the money roll in!
Dotmailer mantra
52 weeks in a year
40 hours a week.
Spend 1-2 hours every week on something new.
First week – 2 hours of planning!
Go back, see how things are working and tweak.
Optimize
Have you got any tips or ideas for building email lists?
Survey, pop over capture
Promote an online contest like a free giveaway, and have entrants sign up or submit with their email address.
Print/SMS campaigns
Social/Facebook
Use transactional emails/post purchase
Social sharing/forward to a friend links
Viral campaigns
With all of this would you not end up sending too much email? / How do you ensure you are not spamming customers?
Interestingly email is one of the only marketing channels where we are told to do less of it! If you think about all other forms of marketing, getting your message/brand out there – generally we cant do enough! So we need to stop worrying about sending too much email… email is one of the least intrusive mediums, the subscriber is in control and email is easy to delete. However, we need to be smarter, more emails that are relevant and suitably different is a good thing, if you send someone 2 emails you have 2x the chance to get someone to convert!
But consider the types of email and use behaviour to ensure the same type of email is not reaching the customer at the same time, build in rules around their recent opens and only send email if its relevant.
If my ESP doesn’t integrate and automatically pass the data across, what can I do?
These days it is crucial you do have a fully integrated solution – the amount of time this will save you in the long run will far outweigh any initial costs to buy into a platform that does the heavy lifting for you.
However, there is always the manual export function. Check what data you can export manually and what you can use. Typically date fields are the ones needed for any form of automation but ensure you align your trigger scheudle with the time you export and import data, i.e. it would be no good if you ha da trigger doing 2 days after purchase if you only exported and imported every 5 days!