smartphone mobile browse to buy email tactics silverpop etail
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Successfully Use Email to Close the Smartphone Browse-To-Buy Gap - presented by Loren McDonald at eTail East, August 2014 It’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen. While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping. In this session, McDonald highlighted tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including: • Use responsive design techniques • Add an email message to your onboarding program that encourages customers to register an account and/or store payment information • Promoting social sign-in • Creating educational emails for your shoppers • Re-sending • And much moreTRANSCRIPT
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