how to humanize the purchase journey -...

How Can I Help you Today? How to Humanize the Purchase Journey

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Join the discussion after the session: @dotMailer | #dotMailerImagine

•  Global Email Service Provider

•  eCommerce pedigree

•  Automation for online retail

Who is dotMailer?

The growth of online – U.S

16% Growth

$434b Online Sales

2017

$225b Online Sales

13% Growth

Join the discussion: @dotMailer | #dotMailerImagine

2012

Source: Internet Retailer

Humanizing the Online Experience


•  A customer experience

•  A brand opportunity

•  A chance to connect

Shopping is…

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Seize the opportunity online

33% 29% 14%

If someone says hi don’t ignore them!

If someone adds products to their basket and drops

it, help them!

67% open rate and 33% CTR

from welcome messages

If someone places an order, say thank you –

encourage them to come back

Sales recaptured through a three step abandoned

cart program

Winback with a promo code sent during

order confirmation


Source: dotMailer Internal

•  People like talking about themselves!

•  Act on behavior not just answers

•  Service & Satisfaction

•  Make it useful

Questions, Questions, Behavior?


•  Treat people differently

•  Friends, Family & Strangers

•  Tailor the experience

•  Make people feel special

Personalization


•  Stand out from the crowd

•  Consider your persona

•  Always add value & build trust

ROR – Return on Relationship


A 5% increase in retention yields

profit increases of 25 to 100%.

Repeat customers spend, on average,

67% more than new customers Source: Bain and Company

Join the discussion after the session: @dotMailer | #dotMailerImagine

•  The dotMailer way

•  Time and Resource – 2 biggest excuses

•  Time to Test

•  Optimization

Think Big, Start Small, Scale Quickly


1. Welcome

2. Abandoned cart

3. Post purchase

Take away


1. Welcome

•  Sign-up Vs Account? Multi Step, Branched?

2. Abandoned cart

•  Customers Vs Guests, Top Customers

3. Post purchase

•  New purchasers Vs Veterans,

•  Dynamic Content & Seasonal Imagery

Take away


“Historically, our number-one growth driver has

been from repeat customers and word of mouth”

Tony Hsieh, Zappos


350 7th Avenue New York 10001 (+1) 212 971 9408 www.dotMailer.com

Thank you!

Any questions?

Come and visit us at Booth #72

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how to humanize the purchase journey -...

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