Email Remarketing: Stop, Look and Listen Before You Cross-Sell or Upsell

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  1. 1. PRESENTATION 2013 Webtrends, Inc. 1
  2. 2. Important safety guidelines for more effective email remarketing. 2013 Webtrends, Inc. 2
  3. 3. Are you remarketing to your fullest potential? If youre not using email remarketing to crosssell or upsell, the answer is NO. Even if you are doing that, the answer mightstill be NO. Because the way you do it matters. 2013 Webtrends, Inc. 3
  4. 4. Before you jump into using cross-sell or upsell tactics in your email remarketing, know the rules. 2013 Webtrends, Inc. 4
  5. 5. Because no business can handle the damage that comes from an angry, or worse, indifferent customer. GRRR... MEH... 2013 Webtrends, Inc. 5
  6. 6. Simply follow these guidelines to get themost out of your upsell and cross-sell emailremarketing. Its easy! STOP look listen 2013 Webtrends, Inc. 6
  7. 7. STOP 2013 Webtrends, Inc. 7
  8. 8. Stop doing these things. Remarketing based on guesswork, instead of behavior. Youre in the people business. Use data to understand your customers behavior, and see why they do what they do. Assuming one customer is exactly like another. Everybodys different. Remarket based on individual preferences, not based on the way another similar customer behaved. STOP 2013 Webtrends, Inc. 8
  9. 9. LOOK 2013 Webtrends, Inc. 9
  10. 10. Look at things you never looked at before. At customer activity as its happening now, as well as in the past. Get a more complete picture of every customer, and a better understanding of his/her intent. At customer activity across all digital channels, not one. Understand customer needs at every stage before a transaction, so youll know the best content or offer to present when the time is right. look 2013 Webtrends, Inc. 10
  11. 11. LISTEN 2013 Webtrends, Inc. 11
  12. 12. Listen to the facts: Its 5x cheaper to retain a customer than it is to find a new one. Cross-sell/upsell email remarketing is an opportunity to remind current customers that you understand their needs. Build the relationship, and create advocates for your brand. * TARP Worldwide Cross-selling products and services personalized to a customer improves response rates. Immediate response rates: by 56 percent, long-term response rate by 149 percent, and long- term profit by 177 percent. * Carnegie Mellon University in 2010 listen 2013 Webtrends, Inc. 12
  13. 13. STOP look listen 2013 Webtrends, Inc. 13
  14. 14. Follow these email remarketingguidelines to: improve the customer experience for every customer provide more relevant messaging for every customer get a big-picture perspective on every customers transform customer into advocates for your brand 2013 Webtrends, Inc. 14
  15. 15. for more details: Contact Webtrends and ask how you can see an individuals historical and in-the moment site activity, all at once. 2013 Webtrends, Inc. 15
  16. 16. 2013 Webtrends, Inc. 16