Top 10 Tips to Increase Conversions & ROI

Daniel HarariVP Client Services

About emarsys

• Leading provider of email marketing solutions &

services

• Founded September 2000

• Offices in London, Vienna, Munich, Berlin, Beijing,

Paris, Zurich, Istanbul and Hong Kong

• 1000+ customers, 8000+ active users, 50+

countries

• 50 billion emails sent each year

Selected Clients

Catch them at ‘Hello’

1. Welcome Message

Subscribe to newsletter

Confirmation page

Welcome email

Directed to

Incentive

Add value

Subscribe to newsletter

Trigger

Why send a welcome message?

Why send a welcome message?

• Signing up for newsletter indicates real interest

• A simple ‘you are now registered’ is abusing this

interest

• Using the moment to engage the new subscriber

• A welcome message can expect up to 7x higher

response rates than the regular ‘newsletter’

Sent to all new newsletter subscribers

Sent 1 day after double opt-in confirmation

Includes voucher for first order

More than 40% open rate

9.8 % conversion rate

Welcome Message

Make it relevant & they will react

2. Segmentation

Email campaign

All recepients

1 All content

Email campaign

Segment 1

Segment 2 Segment n

Send

Send

Targeted recepient

Conversion

Conversion

X%

X+n%

Why segment & target?

Why and what to segment

• Only relevant content gets continued subscriber

attention

• Relevant content: right offer to right person at

right time

• Segmentation criteria:

• Socio-demographic data

• Behavioural data (response and preference history)

• Purchase and monetary data

• Hungarian daily deal campaign

• Advanced data-driven targeting based on demographics and purchase behaviour

• Achieved consistent 50% click through rate

• Total campaign conversion of over 7.6%

Highly Targeted Incentives

Save costs on manual labour

3. Content Automation

Content sources

Email campaign

Manual

User

Manual

Content sources

Email campaign

Automated (XML, RSS, etc.)

Why automate content?

Why automate content?

• Content is already available in electronic format (in online shop, on website, product DB) no need to create it twice

• Technical feasibility of auto-inserting content into email from external sources

• Saves time and frees up resources

• Allows for fully automated email campaigns

Daily VIP shopping deals

All data driven dynamic content based on recipient preferences

Content populated automatically with subscriber import file

Unique opens 25%

Saving 5 hours per day from manual campaign production

Automation

Try it, before you send it

4. Testing

Email campaign

Version 1

Version 2

Version 3

Send

Send

Send

10%

10%

10%

Conversion

Conversion

Conversion

2%

5%

3%

Send

70%

Why test before sending?

Why and what to test?

• Testing WILL increase response and

conversions

• Methods: split-run and multi-variate testing

• Message elements and other factors to test• Time and day of sending

• Demographic and behavioural targeting

• Layout and design

• Sender name and subject line

• Offer and text versions

• Call-to-action

• Landing pages

2 different subject lines, 1 using personalization

Sent each version to 12% of recipient list

Best performing version sent automatically after 3 hours to remaining list

Best version: 18.9% more revenue

A/B Split Testing

Maybe they didn’t see it?

5. Reminders

Email campaign

Responders

Conversion

Reminder to non-

responders

Why send reminders?

Why send reminders?

• To target recipients that didn’t react because they forgot (distracted, etc.) or they didn’t see the email because of a cluttered inbox

• Reminders WILL add some additional revenue to the overall outcome of the campaign

Reminders Original campaign sent to

lapsed customers 6 months after last purchase

Reminder sent 10 days after initial campaign to all non-responders

Original campaign: 9% conversions

Reminder campaign: 6% conversion

Don’t let them get away

6. Recapture cart abandoners

Cart abandoned

Reminder campaign

Follow-Up

Conversion

Purchase continues

Cart abandoned

Survey

Follow-Up

Optimise

Online buying process

How to target cart abandoners?

Why and how to target cart abandoners?

• Many reasons for abandoning shopping cart

• Need to find out the reasons why

• Need to give abandoners the chance to continue

shop process if abandoned by accident

• Reclaiming potentially lost revenue

Sent 3 day after order

abandoned

Checking if there was technical

problems, giving customer

services contact details

Link to view cart – click to

return to website and see items

saved in cart

16.5% conversion rate

Abandoned Shopping Cart

People who bought this also bought…

7. Cross / Up-selling

Buy onlineCampaign with additional offers

Follow-UpConversion

Purchase again

Why cross/up sell?

Why and how to cross/up sell?

• Amazon-principle works: buyers are not always aware of add-on products

• Cross- and up-selling offers are relevant therefore receive higher conversion rates

• Add-on offers can be added as early as the purchase confirmation or over the next few weeks

Sent 1 day after online order

Includes additional services not purchased

9% additional revenue

Cross-/ Up-selling

Promotion

Come back soon…

8. Re-engage

Buy onlineEmail

campaign

WaitIncentive

Purchase again

How to re-engage buyers?

Why and how to retain buyers?

• Goal: get a buyer to become a repeat buyer as

soon as possible

• Re-engage using incentives or more relevant

content

• Use coupons as ‘thank-you’ and incentive to buy

again soon

Sent to 1st time buyers 14 days after their first purchase

Link to online survey, asking for feedback

Voucher for next purchase as incentive

Over 50% click rate Over 14% conversion rate

Re-engage & Retain

Reach out beyond the inbox

9. Social sharing

Email campaign

Send

RecepientsSocial networks

Why add social sharing?

Why & how to add social sharing?• Facebook and Twitter are the best viral marketing

tools • We all have clicked on something that our friends

posted• Extend the reach of the email message and offers

beyond your subscriber base• Share options should be per offer/content

element = more relevant for sharing

Convert subscribers to advocates

Share option for individual content sections

Up to 3 times more ‘Shares’ than ‘Forwards’

Reach of marketing message increased by 20%

2% ‘Social’ conversions

Share on Social

Networks

Inactivity shouldn’t be tolerated

10. Reactivation

Email campaign

TriggerIncentive

ReactivationInactivity

Why reactivate inactive users?

Why reactivate inactive users?

• Inactive subscribers drive down response rates

• Inactive subscribers impact deliverability – (Priority inbox depends on activity)

• Why spend money trying to reach subscribers who don’t respond anymore?

• Sometimes a little incentive and reminder is all that’s needed

Sent to all users who haven’t purchased in more than 6 months

Discount code included with money off next purchase

15% of inactive users reactivated with new purchase

Reactivation Mail

Thank you

ANY QUESTIONS?

www.emarsys.com

For more information

UK@emarsys.com

020 7388 0888

@emarsysUK

emarsys

Visit us on stand C6

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