6 ecommerce micro campaigns that drive macro revenue
TRANSCRIPT
Webinar Will Start at 2:04
6 eCommerce Micro Campaigns That Drive Macro Revenue
Presenter: Ethan Giffin Host: Eric Jones
Established in 2007 3x Inc5000 recipient Based in Baltimore, Maryland
Focused on Driving Revenue Through Digital Marketing
• Analysis & Strategy• Branding & Creative• Website Development• Inbound Marketing• Conversion Rate Optimization
About Groove
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Poll #1
What is Marketing Automation?
Wouldn’t it Be Cool if You Could…
Remind someone they forgot their cart?
Say hello to new visitors on your site?
Welcome a new
customer?
Win back folks who haven’t ordered in awhile?
Remind customers to reorder toilet paper?
Marketing Automation is the use of software to automate marketing
processes such as customer segmentation and campaign
management.
Automation for eCommerce
HubShop.lyThe #1 way to sync customer and order data
from your eCommerce platformwith HubSpot's powerful suite
of inbound marketing and reporting tools.
Poll #2
Micro Campaigns = Macro Revenue$
How People Purchase
Micro Campaign #1Welcome Them with a Series
◼ Yes, Its Annoying…
◼ But List Growth will Look Like a Hockey Stick
◼ Cookie the Visitor
◼ Only show Every 30-60 Days
◼ 2-3 Emails until they Buy
◼ Test Promos Different Promos
◼ Don’t Always Give Away Margin… Simple Gifts Work…
Welcome Series
Micro Campaign #2Reclaim the Cart
◼ Start Workflow within 60-90 minutes
◼ 2-5 Emails in Series
◼ See What Converts / Find the Sweet Spot…
◼ Start with Reminders
◼ Work Towards an Offer if Needed
◼ Free Gifts are Great
◼ 2nd Email 8-12 Hours Later
◼ 3rd Email 24 hours Later
Abandoned Cart
Micro Campaign #3Its All About That #PPFU
◼ Send an Email Asking for Ratings & Reviews
◼ 23-30 Days Post Order Shipping
◼ Great Chance to Cross Sell
◼ Show Related Products
◼ Send Reminder Email 15 Days Later
Post Purchase Follow Up
Micro Campaign #4Reward Your Most Valuable Customers
◼ Give Them Offers First
◼ Tell Them They Are Special…
◼ Bakers Dozen
◼ Always Try to Move Customers to Next Tier
◼ $150 > $250 Lifetime Revenue
◼ $250 > $500 Lifetime Revenue
◼ Better ROI Across All Paid Channels
VIP Customers
Micro Campaign #5Win Back Those Who Have Faded
Away
◼ Save Customers Before They Drop Off Cliff…
◼ Depending on What you Sell…
◼ 90 Day List
◼ 180 Day List
◼ 365 Day List / No Man’s Land!
◼ Sometimes A Nudge is All You Need
Win Back Series
Micro Campaign #6Don’t Forget Your (Order) Anniversary
◼ Send an Email at Anniversary of Order Date
◼ Be Fun, Not Serious
◼ Offers Work Well Here
Order Anniversary
Micro Campaign #7 (Bonus!)Automate Social Advertising
◼ Social Advertising
◼ Syncs HubSpot with Facebook Custom Audiences
◼ Re-engage inactive customers that don’t open your email with a Facebook Newsfeed Ad
◼ Acquire new customers by targeting “lookalikes audiences” modeled from existing customers
◼ Exclusion-target customers from your ads that have elected not to be contacted or by pulling converters out of a given campaign to prevent wasted ad spend
Its Not Just eMail…
First 12 Months of Automation
Month1
Uncovery & Strategy
Months
2-6
Months
7-12
Adoption
Acceleration
First Wins
JUST DO IT
Poll #3
Q&A