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dotMailer Manchester Customer Journey
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How Can I Help you Today? How to Humanise the Purchase Journey
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Join the discussion : @dotMailer #UltimateCustomerJourney
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Who is dotMailer?
The growth of online
8% Overall
$370b Online Sales
2017
$231b Online Sales
10% Overall
2012
Source: Forrester
Join the discussion : @dotMailer #UltimateCustomerJourney
Humanising the Online Experience
Join the discussion : @dotMailer #UltimateCustomerJourney
• A customer experience
• A brand opportunity
• A chance to connect
Shopping is…
5 Join the discussion : @dotMailer #UltimateCustomerJourney
Seize the opportunity online
33% 29% 14%
If someone says hi
don’t ignore them!
If someone adds
products to their basket
and drops it, help them!
67% open rate
and 33% CTR
from welcome
messages
If someone places an
order, say thank you –
encourage them to
come back
Sales recaptured
through a three
step abandoned
cart program
Winback with a promo
code sent during
order confirmation
Source: dotMailer Internal
Join the discussion : @dotMailer #UltimateCustomerJourney
• People like talking about themselves!
• Act on behaviour not just answers
• Service & Satisfaction
• Make it useful
Questions, Questions, Behaviour?
Join the discussion : @dotMailer #UltimateCustomerJourney
• Treat people differently
• Friends, Family & Strangers
• Tailor the experience
• Make people feel special
Personalisation
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• Stand out from the crowd
• Consider your persona
• Always add value & build trust
ROR – Return on Relationship
Join the discussion : @dotMailer #UltimateCustomerJourney
A 5% increase in retention yields
profit increases of 25 to 100%.
Repeat customers spend, on average,
67% more than new customers Source: Bain and Company
Join the discussion : @dotMailer #UltimateCustomerJourney
• The dotMailer way
• Time and Resource – 2 biggest excuses
• Time to Test
• Optimization
Think Big, Start Small, Scale Quickly
Join the discussion : @dotMailer #UltimateCustomerJourney
1. Welcome
2. Abandoned cart
3. Post purchase
Takeaways
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1. Welcome
• Sign-up Vs Account? Multi Step, Branched?
2. Abandoned cart
• Customers Vs Guests, Top Customers
3. Post purchase
• New purchasers Vs Veterans,
• Dynamic Content & Seasonal Imagery
Takeaways
Join the discussion : @dotMailer #UltimateCustomerJourney
“Historically, our number-one growth driver has
been from repeat customers and word of mouth”
Tony Hsieh, Zappos
Join the discussion : @dotMailer #UltimateCustomerJourney
Thank You!
Presented by:
Ben Staveley
Head of eCommerce, dotMailer
@dotMailer