Successfully Use Email to Close the Smartphone Browse-‐To-‐Buy Gap
Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Today’s Agenda
The Data
@LorenMcDonald
The Smartphone Paradox 66% higher than tablet rate
43% of tablet rate
28% of tablet rate Less
browsing time/page
views
Source: Litmus, Jan 2014
Silverpop Retail Mobile Benchmarks – Highs and Lows
Low, average or high -‐ your mobile readership is only increasing – and
can’t be ignored.
Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda -‐ Implications
1. More than just “design” – Think “context”
2. Poor Smartphone Purchase Experience
Almost unreadable
Disappearing cart pop-‐over
Multi-‐step process for unregistered
3. Inferior Email Experience
Mostly unreadable – “everything”
“Shop gifts …” Setting up for abandonment
Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda – 7 Email Tactics / Solutions
1. Update Onboarding / Welcome Emails With Mobile Shopping Info.
@LorenMcDonald
Typical Welcome Email Approach
Immediate 3-‐7 days
7-‐14 days
Immediate
Stand alone
Email # 1 Email # 2
Email # 3
3-‐part series
Add to an existing email or add as a new email in onboarding series
• Payment alternatives (e.g. PayPal)
• Register today / social-‐sign-‐up option
• Download our mobile app
• Use our wishlist / save for later function to complete the purchase
process later
2. Use Responsive Design – Especially for Remarketing
Emails
@LorenMcDonald
Screensize-‐apalooza
Small Medium Large
iPhone 2.3” wide
Galaxy Note 3.2” wide
Nexus 7 7.3” wide
BlackBerry 2.6” wide
iPad Mini 5.3” wide
Excite 13 8.5” wide
Chart Source: Litmus
Are your emails touch-‐friendly?
Old mouse New mouse
The Simple Difference – Responsive Emails
Desktop Mobile
Responsive Design -‐ Hiding -‐ Moving -‐ Increasing font size -‐ Increasing button size / layout
Source: Trendline Interactive
3. Mobile Browse Remarketing Emails
@LorenMcDonald
Smartphone Shopping – Sniffing Around
Shopper Visits UncommonGoods “For Him” Pages
“For Him” Browse Retargeting Email 2.2% conv. rate vs 1.6% for Broadcast emails
-‐ Trigger a few hours after browsing?
-‐ Make mobile friendly
-‐ Goal: Get smartphone
shoppers to return to tablet/desktop
4. Cart Abandonment & Wishlist Remarketing
@LorenMcDonald
Cart abandonment remarketing will become even more
important in the era of mobile shopping.
Think about it…
Desktop centric Lots going on
Simpler, more mobile friendly
Smartphone Cart Abandoners – Ideas to Test
Add alternative payment process copy
Mobile friendly or responsive
Test timing – within an hour vs a few hours later
Abandon Wishlist Reminders
Offer a wishlist -‐ use remarketing emails
Responsive / Mobile Friendly
5. Holiday Shopping Reminders
@LorenMcDonald
-‐ Register now for easier and quicker checkout process during the hectic holidays. Registering also makes shopping on your smartphone or tablet a breeze. -‐ We offer PayPal payment option – leave your credit card in your wallet or purse! -‐ Download our mobile app for a superior mobile shopping experience. -‐ Use our wishlist / save for later function to complete the purchase process later. -‐ Register with social sign-‐in using your Facebook account.
6. Resend Promotional Emails
@LorenMcDonald
Resend to openers
Highest revenue-‐generating
promotion in 2013 Ideas
-‐ Resend to mobile openers -‐ Testing timing / 24 + a few hours later?
-‐ Use responsive or mobile-‐friendly design
7. Save Till Later Reminders
@LorenMcDonald
Save for Later Reminder – Email/SMS Sign-‐Up
Mobile
Send Email or Text Reminder
Return to Cart
Simple mobile-‐
friendly email reminder
Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda – Takeaways / Q & A
Email Tactics
Go Responsive or
Mobile-‐Friendly
Add Mobile Info to
Welcome Series
Deploy Browse &
Cart Reminders
Resend to Mobile Openers
Standalone Mobile Info
Emails
Test Timing of Remarketing
Emails
Takeaways / Action Steps
The Silverpop Digital Marketing Platform
www.silverpop.com @Silverpop
