webinar "email marketing en ecommerce: el desafío del retail"
TRANSCRIPT
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Julian M Drault@jdrault
EMAIL MARKETINGDESAFIO eCommerce
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COMO MIDE C/U SU NEGOCIO ?(simplified)
EMAIL MKT eCOMMERCE
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POR TASA DE CONVERSION
ABIERTO o CLICKEN FUNCION AL VOL DE ENVIOS
(ORu - CTOR - CTR)
EMAIL MKT
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(retail)
POR UNIDADES y MONTO TOTAL COMPRAS
eCOMMERCE
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Conversión EMAIL MKT?
25
50
75
100
15
30
45
60
75
90
April May June JulyALCANCE SEGMENTACION PERFIL / INTERESHIPER-SEGMENTACION
TRIGGERAPI 1a1
%O
Ru
Q d
estin
atar
ios
90%:)
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Conversión RETAIL?
25
50
75
100
15
30
45
60
75
90
April May June JulyALCANCE SEGMENTACION PERFIL / INTERESHIPER-SEGMENTACION
TRIGGERAPI 1a1
%O
Ru
Q d
estin
atar
ios
90%:(-$
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LO QUE DICTA EL NEGOCIO eCOMMERCE
RESULTADOS LIFT TESTs x FRECUENCIA
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INBOUND
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EL MODELO IDEAL EMAIL MKT
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RETAIL ECOMMERCE
"NO VENDO AUTOS DE ALTA GAMA"1 cada 10 añosalto precio, alto margendecisión de compra XL
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INDICADORES CONTRAPUESTOS
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REFLEXIONES a partir de FACTS
1) ECOMMERCECómo obtengo vol de visitas ($ ecommerce) desde el email si dicho canal convierte mejor con hipersegmentación ?
2) EMAIL MKTCómo logro que mi cliente hipersegmente si no cuenta con los RRHH / TIEMPO para hacerlo y me comprueba que "MAS MAILS INBOX = $$" y que procesos 1a1 "no mueven su aguja comercial".
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QUE HACEMOS ?????(WTF)
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MANDAMOS MUCHOS MAILSHIPERSEGMENTADOS
con CONTENIDO UNICO
:P
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Alcance Personalizado
Trigger 1a1 Personalizado (abandono de carrito, compra)
Segmentación Personalizada
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COMO TRABAJAMOS EN LA PARTE SUPERIOR ??
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PARTICIPANTES
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ecommerce ws content personalization
Business intelligence
email MKT + automation
web analyticsanalytics dashboard
herramienta interna (inhouse)
procesos específicos (IT - via API)
partner estratégico (inhouse / outhouse)
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BBCC unificada
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FOCO !!!!!
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MOMENTO CERO - UNIR EL ROMPECABEZAS
- Vincular BBDD PRODUCTOS con EmailMKT (XML)- Vincular BBCC / CRM / BI con EmailMKT (XML)- Standarización de piezas (templates)- Taxonomía de INTERESES- Definición de Reglas de Negocio de procesos automáticos- Definición Reporting Específico- Construcción de QS links (Analytics / clusterización)
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SOLO VINCULANDO ECOMMERCECON EMAIL MKT PUEDO COMENZAR ...
ENVIOS DE ALCANCE PERSONALIZADOS
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BBCC productos
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#tag
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+
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CABEZAL PROMO [ interes_1]
Destacados [interes_1]
[prod][interes_1]
[prod][interes_1]
[prod][interes_1]
Destacados [interes_2]
[prod][interes_2]
[prod][interes_2]
[prod][interes_2]
Otros Productos
[prod][interes_3] ESTATICOESTATICO
ESTATICO ESTATICOESTATICO
Nuestras categorías
ESTATICO
ESTATICO
ESTATICO
ESTATICO
ESTATICO
Destacados Celulares
Destacados Lavado
Otros Productos
Nuestras categorías
DINAMICO
DINAMICO
DINAMICO
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ESTATICO DINAMICO
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1
API QC Manual
Auto (24hs)
3
cabezalesproductos
4
2cabezal
prods
cats
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HTML
productos
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HTML
imagen + nombre + precio
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TRIGGERS y PROCESOS AUTOMATICOS
DE REMARKETING / POST-COMPRA
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VS
time-driven event-driven pixel-driven
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DINAMICO
DINAMICO
DINAMICO
DINAMICO
DINAMICO
DINAMICO
DINAMICO
$nombre$p_comp_img_id
$p2_lnk
$p2_ctas $p2_ctdo
$p2_art
$p2_oferta
$p2_price
$p2_price_ctvs
$p2_tit
$p2_img_id
Productocomprado
6 productosdinámicos
$p1_xxxxxx
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Sugerencias finales
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gracias !