cloud. iq - personalise your way to more conversions
DESCRIPTION
We all know a personalised approach to customer communications across email and your website leads to greater engagement and therefore, more revenue. In this FREE Breakfast Briefing, international email and remarketing expert Kath Pay, will walk you through simple basics to achieving a personalised customer experience that combines your email marketing and website to enhance brand engagement and drive conversions overall, whether it's sign up's or sales you're after.TRANSCRIPT
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Personalise Your Way to Successfully Drive More Conversions Presenter: Kath Pay Marketing Director, cloud.IQ
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• Marketing Director, cloud.IQ, Co-Founder, Plan to Engage
• Email Marketing Consultant, Trainer & Speaker
• Lead trainer of Email Marketing for Econsultancy, B2B Marketing & Emarketeers
Your presenter – Kath Pay
@kathpay
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A few of our clients
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I have a confession…..
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In 2014, consumers…
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…have more choice than ever
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…want to be in control
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…want what’s easy for them
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…want to know what’s in it for them
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…demand personalisation
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…easily filter out irrelevant messages
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…want a great (user) experience
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…and tell the world if they don’t get it
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marketing success depends on delivering relevant, timely and PERSONALISED marketing.
With customer attention becoming an increasingly scarce commodity,
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Retail Weekly/Silverpop
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Retail Weekly/Silverpop
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So, what is Personalisation?
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“Web personalisation is a strategy, a marketing tool, and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant.”
Chris:an Ricci, Chia Monkey
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It all begins with knowing your customer
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Yup! We LOVE to be recognised as individuals J
It’s all about letting them know that you know them…
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I think they’re onto something!
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Why Personalise?
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Top Digital Priorities 2014: Targeting and Personalisation – Everyone’s doing it!
Econsultancy
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After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors.
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What is the main driver for personalising the website experience?
Econsultancy
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A 2013 Monetate/eConsultancy Study found that in-house marketers who are personalising their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales.
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How can we personalise?
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Explicit data
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Women Men
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Behavioural data
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“Over a third of consumers say they actively welcome a follow up from retailers after abandoning an online purchase” cloud.IQ - Independent research
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Abandoned Cart Case study: Qbic
• 10.6% Click Through Rate
• 11.89% Conversion
• 12,289% R.O.I
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Abandoned Cart Case study: Runners Need
• 57% Abandonment rate
• 6.21% Increased revenue
• £85 vs £72 Higher AOV
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Incentivise upon abandoning cart
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Browse Abandonment
44% increased conversions over regular promotional emails
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Offer them more things they may like
300% increase in downloads
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Transactional data
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Anniversary
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Sales per send: 724% increase over regular promotional emails !!!
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Provide a customer service
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Personal recommendations
48
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Transpromo Emails
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Lapsed customer
50
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Delight them!
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Search Data
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Speak to them according to where they’re at in the sales cycle
“Ecommerce payment gateway” “worldpay”
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• Categorise your search terms into cold/warm/hot
• Take them to the relevant landing page for the search term they used
• Offer a subscribe form that segments them into the appropriate segment
• Educate, communicate and nurture them according to where they’re at the buying cycle
Use search terms to segment your data
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Let’s finish with another story shall we?
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All
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Full understanding of the customer’s journey
• Traffic Source
• Device’s Used
• IP Address
• First & Last time on site
• Full user journey, Page URL’s
• Items Added
• Personal Details Captured
• Browser used
• Fields filled in
• Blur or init
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exitCapture: How it works
• Tracks a user’s site activity, down to every single cursor movement to calculate exactly when they’re about to leave your site
• Dynamically generated, profile relevant content such as exclusive products, discounts, news, etc.
• 300% more email opt-ins
• 10% increase in conversion
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cartRecovery:How it works
• Use the interactive dashboard to drill down to specific times of day
• Analyse the number of customers that abandon, their cart value, email performance metrics and value of recovered sales
• Compare cart performance
pre and post remarketing
• Convert 20% back to completion
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An example email campaign.
Reminder 35 min
Reassurance 23 hours
Promote 6 days
Adopt a timed email delivery strategy to engage your customers.
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35 Kingsland Rd Shoreditch London E2 8AA United Kingdom
T : +44 (0)845 498 9426 F : +44 (0)2077 397 742 Email : [email protected]
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