Successful e-commerce marketing is all about being engaging - saying the right thing (or offering the right product) to the right customer at the right time. Engaging your prospects and customers with relevant copy, personalised offers and targeting them at the right stage within the lifecycle, means that you’ll not only achieve great results, but you’ll have your customer coming back time and time again. Join us for this webinar, and you’ll discover: - 5 often-missed customer segments to automate that will deliver the results you need - The right questions to ask when investigating your data - How to turn your insights into engaging programs

1. 5 Ecommerce Customer
Segments to Automate
and Engage with Email
KATH PAY, HOLISTIC EMAIL MARKETING

2. @Kissmetrics
#Kisswebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Kath lives and breathes email marketing and is
recognised as one of the UK’s leading Email Marketers.
She devotes her time to developlng customer-centric
ecommerce journeys using a holistic, multi-channel
approach.
KATH PAY
CEO, Holistic Email Marketing
@KathPay

4. @HolisticEmail
#Kisswebinar
@KathPay

5. WATCH WEBINAR RECORDING NOW

6. Customer Data Goldmine
DIG DEEPER TO UNLOCK INSIGHTS THAT HELP SOLVE BUSINESS PROBLEMS

7. 1 Who are my best customers, and how can I get more of them?
2 How can I increase average order value?
3 How can I persuade more customers to buy at full price?
DATA MINING CAN ANSWER QUESTIONS LIKE…
#Kisswebinar
4 How can I shorten the period to first purchase/conversion?
5 How can I bring back more one-time or special-occasion buyers?

8. WHERE ARE THE ANSWERS?
#Kisswebinar

9. Using data and email to
reach 5 often-overlooked
customer segments

10. 1. PEOPLE WHO BROWSE BUT NEVER BUY
#Kisswebinar

11. 1. PEOPLE WHO BROWSE BUT NEVER BUY – ASK THESE QUESTIONS
#Kisswebinar
1 Where do they come from?
2 What identifying data do I have on them?
3 What characteristics do they share?
4 How can I convert more of them in to being first-time
purchasers?
5 Where are they going on the site, and what pages do they visit
most often?
6 What do first-time purchasers usually buy?

12. 1. PEOPLE WHO BROWSE BUT NEVER BUY – SOLVE THE PROBLEM
#Kisswebinar
1 Offer content
2 Look for and correct disconnects and conversion barriers
3 Establish an automated “first purchase” program using
products/categories they’ve browsed on the site

13. 2. TOP SPENDERS
#Kisswebinar

14. 2. TOP SPENDERS – ASK THESE QUESTIONS
#Kisswebinar
1 What characteristics do they have in common?
2
Which of these characteristics can I use to increase their
number, make them feel appreciated, encourage them to
increase their AOV and become brand advocates?
3 How did I acquire these customers?
4 Which campaigns drive them to act?
5 What do they buy most often, and do they buy at full price or with
discounts?

15. 2. TOP SPENDERS – SOLVE THE PROBLEM
#Kisswebinar
1 Review your acquisition sources
2 Set up loyalty programs
3
Create a “members only” set of perks and privileges
(Top Tip: add them automatically to receive these benefits
and overtly recognise them as being special)

16. 3. PEOPLE WHO USE COUPONS, DISCOUNTS AND OTHER INCENTIVES TO
BUY FOR THE FIRST TIME
#Kisswebinar

17. 3. PEOPLE WHO USE COUPONS, DISCOUNTS AND OTHER INCENTIVES TO
BUY FOR THE FIRST TIME – ASK THESE QUESTIONS
#Kisswebinar
1 What characteristics do they have in common?
2 Which incentives do first-time buyers use most often?
3 Do incentivized users eventually become top shoppers?
4 Will a first-time incentivized shopper only buy again when
offered another coupon-incentive?

18. 3. PEOPLE WHO USE COUPONS, DISCOUNTS AND OTHER INCENTIVES TO
BUY FOR THE FIRST TIME – SOLVE THE PROBLEM
#Kisswebinar
1 Use unique discount/incentive codes
2 Test different incentives
3 Measure and track
4 Which campaigns drive them to act?
5 Track discount shoppers for conversion to full-price shopping
6 Implement a “second purchase” program to encourage
purchasing at full-price (use social proof etc.)

19. 4. PEOPLE WHO PAY FULL PRICE THE FIRST TIME THEY SHOP
#Kisswebinar

20. 4. PEOPLE WHO PAY FULL PRICE THE FIRST TIME THEY SHOP – ASK THESE
QUESTIONS
#Kisswebinar
1 What do they have in common?
2 What brought them to your site?
3 Which products did they buy, and do those products have
anything in common?
4 How often did they visit your site before purchasing?
5 Did they buy at full price at the same time you were running a
selected items sale or promotion?
6 Do these shoppers tend to buy at identifiable times of the month?

21. 4. PEOPLE WHO PAY FULL PRICE THE FIRST TIME THEY SHOP – SOLVE THE
PROBLEM
#Kisswebinar
1 Add a “second purchase” program

22. 5. THOSE WHO BUY ONCE DURING A HOLIDAY SEASON BUT DON'T RETURN
#Kisswebinar

23. 5. THOSE WHO BUY ONCE DURING A HOLIDAY SEASON BUT DON'T RETURN
– QUESTIONS TO ASK
#Kisswebinar
1 Did they buy gifts?
2 Did they ship the purchase to another person?
3 Was the product features in a gift guide?
4 Did the shopper use a gift-suggestion app on your site or
request gift wrapping, personalisation, etc?
5 Did they check a box indicating the item was a gift?

24. 5. THOSE WHO BUY ONCE DURING A HOLIDAY SEASON BUT DON'T RETURN
– SOLVE THE PROBLEM
#Kisswebinar
1 Add a covert gift purchase program tied to the holiday

25. GETTING STARTED
#Kisswebinar

26. LEARN MORE NOW
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