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In Hong Kong, email marketing is still a very important channel so tracking email conversion is very important. This month we have invited Emarsys to talk about email marketing analytics.
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Get More Value From Your Online StoreEcommerce + Email Marketing: Greater ROI through Minimal Effort
Technology for Marketing & Advertising, March 1-2
Daniel HarariMarketing Directoremarsys
About emarsys
Leading provider of email marketing solutions & services
Founded September 2000
Offices in London, Vienna, Munich, Berlin, Paris, Zurich
and Hong Kong
600+ customers, 8000+ active users, 50+ countries
2+ billion emails sent every month
Selected Clients
Challenges for Email Marketers
Lack of resources (especially staff)
Running as many or more activities
Stricter budgets and expenditure control
Pressure for measurable results
All with the ultimate goal to…
Establish World Peace
?
Increase Sales
Email Marketing for More Online Sales
Collecting new addresses in the online shop for greater
coverage
Use of automated lifecycle campaigns for more
relevance and conversion
Optimisation of the conventional newsletter for less work,
more range and conversions
Option 1
Collecting Emails Through Newsletter
Subscription
Purchase
Promotion Loop …Subscription
Regular Promotional Campaigns
• Deal of the Day• Newsletter• Sale
announcements• Seasonal
Promotions
Triggered Emails
• Welcome Email• Birthday Email• etc.
The Ecommerce-Email-Marketing Lifecycle
The Ecommerce-Email-Marketing Lifecycle
Option 2
Collecting email address during the purchase process Purchas
e
Promotion Loop
Confirmation of Purchase
Confirmation of Delivery
Satisfaction Survey …Repeated Purchase
No Purchase
Reminder : Abandoned Shopping Cart Recovery
CAUTION
Triggered Emails
• Reminders• Reactivation
Campaign• Birthday Emails• Cross- & Up-Selling
Campaigns• etc.
Regular Promotional Campaigns
• Deal of the Day• Newsletter• Sale
announcements• Seasonal
Promotions
Collecting Address in the Online Shop
Registration Form in Online
Shop
Registration During Purchase
Process
Registration Form on
Homepage
New Email Subscribers
Separate Newsletter
Subscription
Optional IncentiveOptional Incentive
= More
potential customer
s!
From Online User to Newsletter Recipient
Newsletter subscription on website and as part of shop registration and checkout process
Shop registration: 5 times more subscribers than through separate Newsletter registration
Client Example: Daisy Knights
Client Example: Hostel Bookers
Newsletter subscription at booking and on homepage
Subscription at booking: 10 times more subscribers than through separate Newsletter registration form
What You Need to Remember
Opt-Out principle for subscription as part of
purchase process
Opt-In principle for separate Newsletter
subscription
Have you used incentive to drive subscription
(competitions, coupons, etc.)?
Have you communicated the benefits of
subscription?
Transactional Emails
Transactional Emails after Purchase
Purchase & Delivery Confirmation
Satisfaction Survey
Online Purchase
Cart Abandonment
Email Marketing Platform
etc…
Email CampaignEmail Campaign
Delivery Guarantee
Response Analysis
Personalisation Brand-consistent
Look
Client Example: OYYY.co.uk
Automatically sent after purchase
Emails in corporate branding (as opposed to text-only )
Better delivery, fewer complaints, additional revenue
Order Confirmation &
Shipment Notifications
Client Example: Mainline Menswear
Sent 7 days after purchase
12% completed reviews
8% repeat purchase
Satisfaction Survey
Client Example: Prezzybox
Sent one week after cart abandonment
42% open rate
12% customer feedback returned
Direct input into marketing strategy
Abandoned Shopping Cart
Survey
What You Need to Remember
Technical feasibility – can my online shop
system and email service provider
communicate?
Data protection/privacy policy (e.g. Shopping
Cart Abandonment) double-check local
legislation
Highlighting the customer service element of
the message
Triggered Emails aka ROI Generators
Birthday
Inactivity
Website- or -Database-Trigger
Reminder
Email Marketing Platform
Triggered Emails for Better ROI
Email CampaignEmail Campaign
Automation Individualisation Relevance Cross-/Up-Selling
Client Example: Alpharooms.com
1 day after online order
Includes additional services not purchased
9% sales increase
Cross-/ Up-selling Promotion
Client Example: Mainline Menswear
Sent one week after initial campaign to all non responders
Additional 15% off sales incentive
10% additional revenue
Reactivation email
Sent on the recipient’s birthday
Discount determined by the client’s status
20% conversion rate
Birthday Email
Client Example: Anna Lou
What You Need to Remember
Stay in line with the communication strategy and
goals
Technical work involved (as with transactional
emails)
Email quantity: too many automated emails
recipient fatigue
Regular Promotions – Increasing Shop Traffic
Client Example: Elara
Weekly special promotion
Highly personalised dynamic content
Content populated via CSV file
Automation
Client Example: Mainline Menswear
Customer Newsletter: automatic weekly dispatch
Content above: general promotions (populated via RSS from website)
Content below: individual offers for each recipient based on response and purchase history (imported from CRM)
Segmentation
Client Example: The Book Depository
Promotion email based on
the customers wish list
Additional incentive offered
on targeted individualised
offers
Substantial sales uplift +
increased usage of wish
list function
Highly Targeted Incentives
Client Example: Past Times
Emailed to customers whose order exceeds X amount
Value of coupon depends on value of order
8% sales increase
Coupons
Client Example: My Memory
Viral Marketing: more exposure for the Deal
Option to share the whole email or individual deals
Up to 3 times more “Shares” than “Forwards”
Share on Social Networks
Client Example: Greggs
Four versions of From line tested
Best performing version sent automatically upon testing
10% increase in click-through results
A/B Testing
What You Need to Remember
Automation: Content I do NOT have to produce
manually
Segmentation: Relevant offers for
appropriate target group
Coupons: Occasional use to increase
response
Viral Marketing: Increase exposure through
“Share With Your Network” buttons
Testing: Significantly more conversions
through simple A/B split-tests
Thank you
ANY QUESTIONS?
For more informationStand F22
Web: www.emarsys.com
Email: [email protected]
Tel: +44(0)20 73880888
Twitter: www.twitter.com/emarsysUK
Facebook: www.facebook.com/emarsys
