irx 2014 - the best and worst of email for ecommerce
DESCRIPTION
This is a presentation of the dotMailer Through the Purchase Journey Research presented at the Internet Retailing Expo 2014 NEC Birmingham.TRANSCRIPT
The Best and Worst of Email for Ecommerce
Presented by:Skip FiduraClient Services Director, dotMailerChairman, Email Marketing Council, DMA (UK)@SkipFidura | @dotMailer | #EmailMarketing
How do your campaigns stack up?
2
75% of abandoning customers say they intended to purchase
Source: SeeWhy, 2013
Slide: 3@dotMailer
Our Findings
4
On average only 8% of customers will return to buy with no remarketing
Forrester, 2012
Slide: 5@dotMailer
Abandoned Browse Recovery
Checklist
1. Include recommended products
2. Ensure the email arrives within an
hour
3. Use urgency
4. Highlight value
5. Use clear and large product
imagery
6. Make sure you are mobile
optimised
7. Include customer service contact
details
Slide: 6@dotMailer
Abandoned Basket Recovery
20% of the brands reviewed sent a cart abandonment email
7
Only 5% of brands follow up on abandoned carts and personalise email… Yet this recovers on average 21% Forrester, 2012
Slide: 8@dotMailer
Abandoned Basket Performance
Checklist
1. Ensure the email arrives within an
hour
2. Use urgency
3. Highlight value
4. Use clear and large product
imagery
5. Make sure you are mobile
optimised
6. Include customer service contact
details
9
On average, an additional 26% of customers will return to buy when remarketed
Source: Bain and Company
Slide: 10@dotMailer
Order Confirmation
Checklist
1. Ensure the email arrives within an
hour
2. Include a thank you message
3. Refer to purchase
4. Use clear and large product
imagery
5. Make sure you are mobile
optimised
6. Include customer service contact
details
Slide: 11@dotMailer
Shipping Confirmation
Slide: 12@dotMailer
Shipping Confirmation
Checklist
1. Make sure It’s clear who you are
2. Try and provide accurate delivery
details
3. Let them know what to do if they
have an issue
4. Keep on brand and positive
5. Make sure you are mobile
optimised
Slide: 13@dotMailer
Post Purchase Review
Checklist
1. Ask for customer feedback
2. Incentivise the feedback
3. Distribute your reviews if possible
4. Use clear and large product
imagery
5. Send HTML styled emails
Only 7 brands proactively asked for a review.
14
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
15
Questions?
@SkipFidura| @dotMailer | #EmailMarketing
Thank You!
Presented by:Skip FiduraClient Services Director, dotMailerChairman, Email Marketing Council, DMA (UK)@SkipFidura | @dotMailer | #EmailMarketing