WEBINAR
Custora + Movable Ink Expert E-commerce Email N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A V I V E K S H A R M A , C E O , M O VA B L E I N K A L I S O N L I N D L A N D , S E N I O R A C C O U N T D I R E C TO R , M O VA B L E I N K
1
QUESTIONS?
C H AT T H E M .
Welcome 1. Building a community 2. Chat your questions 3. Q+A at the end 4. Quiz + raffle 5. Will share deck & recording
2
QUESTIONS?
C H AT T H E M .
Agenda 1. Custora: Segmentation 2. Quiz + raffle 3. Movable Ink: Contextual Mktg 4. Q+A
3
QUESTIONS?
C H AT T H E M .
WEBINAR
Customer segmentation
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
4
QUESTIONS?
C H AT T H E M .
Intro 1. Why email? 2. Elements of e-commerce email 3. Frameworks 4. Case studies
5
QUESTIONS?
C H AT T H E M .
We’reto Intro working Custora with sharp teams. Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention . Tools
This is our sweet spot Teams
6
QUESTIONS?
C H AT T H E M .
Data
We work with sharp teams
7
QUESTIONS?
C H AT T H E M .
RHETORICAL
What’s so great about email?
8
QUESTIONS?
C H AT T H E M .
Email (& search) won the holidays ORDERS BY MARKETING CHANNEL SH A RE (%) OF HOLI DAY E- CO MMERCE O R D ERS BY M A R K E T I N G C H A N N E L
Other 5.5
Direct 24.9
Display 0.8
Affiliate 10.9
Email 17.7
Paid Search 17.5
Social 1.9
Email drove almost a fifth (17.7%) of orders
Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue.
9
QUESTIONS?
C H AT T H E M .
Organic Search 21
Email is biggest on the big days Share of e-commerce orders driven by email marketing
Black Friday
Cyber Monday
Turkey Weekend
27.3%
23.9%
23.1%
STYLISH
Elements of e-commerce email
11
QUESTIONS?
C H AT T H E M .
Elements of e-commerce email Trigger-based
Transactional
Pre-purchase
Lifecycle Marketing
Browse follow-up
Welcome series
Cart Abandonment
Member to buyer conversion
Product now available
Re-activation / win-back
Order confirmation Shipping confirmation Return confirmation
Loyalty recognition Post-purchase Purchase attachments
Other triggers
Review request
App download
Replenishment
Customer service follow-up
New product announcement
Social media activity
Post-purchase rec’s
Blog activity
12
QUESTIONS?
C H AT T H E M .
Calendar-based Seasonal calendar Birthday Sales and promotions
Elements of e-commerce email Trigger-based Pre-purchase
Lifecycle Marketing
Browse follow-up
Welcome series
Cart Abandonment
Member to customer conversion
Product now available
Re-activation / winback
Post-purchase Purchase attachments Review request
Loyalty recognition Other triggers
Replenishment New product announcement
App download
Post-purchase rec’s
Customer service follow-up Social media activity Blog activity
13
QUESTIONS?
C H AT T H E M .
Transactional Order confirmation Shipping confirmation Return confirmation
Calendar-based Seasonal calendar Birthday Sales and promotions
Email + Segmentation Seasonal Calendar
Welcome series / Member to customer
* Find more info on Segmentation on Custora U
14
QUESTIONS?
C H AT T H E M .
Re-activation / win-back
DIY
Segmentation frameworks
15
QUESTIONS?
C H AT T H E M .
Example: Seasonal calendar Goal: Improve revenue and conversion of seasonal (Winter) emails
16
QUESTIONS?
C H AT T H E M .
Example: Seasonal calendar How: Identify “product affinity segments” to deliver more personalized emails Result: In progress and looking good
17
QUESTIONS?
C H AT T H E M .
Segmentation dimensions Demographic
Behavioral
Geography
Purchase behavior
Age
Promotion behavior
Gender
Site behavior
Income
Email behavior
Marital Status
Mobile behavior
Life-stage demographics
Lifecycle Segmentation Persona Segmentation Acquisition Channel
18
QUESTIONS?
C H AT T H E M .
QUIZZICAL
Quiz time
19
QUESTIONS?
C H AT T H E M .
Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
20
QUESTIONS?
C H AT T H E M .
Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
21
QUESTIONS?
C H AT T H E M .
7 dimensions that matter 1. Acquisition Path 2. First Purchase 3. Device Type 4. Geography 5. Income 6. Gender 7. Age 22
QUESTIONS?
C H AT T H E M .
Keep segmentation REAL Relevant Efficient Actionable Lasting
23
QUESTIONS?
C H AT T H E M .
DIY
Case studies
24
QUESTIONS?
C H AT T H E M .
Welcome / Member to customer Goal: Increase member-to-customer conversion
Before
Every new member
25
QUESTIONS?
C H AT T H E M .
Welcome / Member to customer How: Segment on predicted conversion rates Results: 1.75x lift in conversion, 3.5% Revenue lift
Before
After
Every new member
26
QUESTIONS?
C H AT T H E M .
Tailored Campaigns
Reactivation / Win-back Goal: Reduce attrition rate
90 Days
90 Days
27
QUESTIONS?
C H AT T H E M .
Reactivation / Win-back How: Segmenting based on individual purchase frequency Results: 17% lift in activation rate and 10.7% lift in revenue
30 Days
90 Days
28
QUESTIONS?
C H AT T H E M .
Add’l resources
custora.com/pulse
Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics
29
QUESTIONS?
2014 Holiday Recap Report
C H AT T H E M .
Contextual Email Marketing: What, Why, How
Are your email campaigns taking customers out of context?
Marketing is based on trust, but that trust is broken.
Why contextual marketing?
55% of visitors spend fewer than 15 seconds on your website The average Internet visitor sees more than 1,700 banner ads a month but click-through rates are around 0.1%
Why contextual marketing?
78% of customers don’t trust emails from companies 87% of customers don’t trust ads on websites
67% of customers don’t trust ads in any channel
Source: Smart Insights
If CONTENT is king…
CONTEXT is the chessboard.
Forrester Reports
“
Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions. Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions.
”
But what does “context” look like?
Utility
Contextual Marketing
Customer Experience
Engagement & ROI
73%
YoY increase in mobile payment volume
Sound complicated? Expensive?
It’s not. It all starts with email.
Key Marketing Challenges
Personalization
•
Increase response rates with uniquely tailored content
Automation
•
Repurpose content from the web & social
Optimization
•
• •
Personalized at the moment of open
•
Ensure crosschannel consistency
Insights based on real-time analytics Optimize for the individual, onthe-fly
Innovation
•
Stand out in a crowded inbox
•
Create compelling user experiences
A Useful, Engaging Experience Live Deal
Preview of Next Deal
Expiration Countdown
Increasing Relevance Across the Marketing Lifecycle
Newsle&er(
Promo,onal( Emails(
100% INCREASE IN OPEN RATE
Product( Launches(
Loyalty(
300% INCREASE IN CLICK-THROUGH RATES
80% INCREASE IN CLICK-THROUGH RATES
Geo-Targeted Products & Creative
Time-Targeted Promos & Offers
Countdown Timer To Launch
Current Available Shoe Sizes Store Location Based on Geo-Targeting
Social Icons DeepLinking to Mobile Apps
Live Winner’s Circle Rewards Balance Live Shipping Details In Email Live Social Integrations
Next Steps
The Way Forward
First-Party Data!
Context!
(merge tags, APIs)!
(real-time analytics, content)!
Real-Time Interactions!
Today, email marketing is about customer experiences, not campaigns. !
The Way Forward
Want to get started with contextual email marketing? Get in touch with us at [email protected] or visit movableink.com
A S K AWAY
Q+A
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A V I V E K S H A R M A , C E O , M O VA B L E I N K A L I S O N L I N D L A N D , S E N I O R A C C O U N T D I R E C TO R , M O VA B L E I N K
30
QUESTIONS?
C H AT T H E M .
Custora + Movable Ink Expert E-commerce Email N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A V I V E K S H A R M A , C E O , M O VA B L E I N K A L I S O N L I N D L A N D , S E N I O R A C C O U N T D I R E C TO R , M O VA B L E I N K
1
QUESTIONS?
C H AT T H E M .
Welcome 1. Building a community 2. Chat your questions 3. Q+A at the end 4. Quiz + raffle 5. Will share deck & recording
2
QUESTIONS?
C H AT T H E M .
Agenda 1. Custora: Segmentation 2. Quiz + raffle 3. Movable Ink: Contextual Mktg 4. Q+A
3
QUESTIONS?
C H AT T H E M .
WEBINAR
Customer segmentation
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A
4
QUESTIONS?
C H AT T H E M .
Intro 1. Why email? 2. Elements of e-commerce email 3. Frameworks 4. Case studies
5
QUESTIONS?
C H AT T H E M .
We’reto Intro working Custora with sharp teams. Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention . Tools
This is our sweet spot Teams
6
QUESTIONS?
C H AT T H E M .
Data
We work with sharp teams
7
QUESTIONS?
C H AT T H E M .
RHETORICAL
What’s so great about email?
8
QUESTIONS?
C H AT T H E M .
Email (& search) won the holidays ORDERS BY MARKETING CHANNEL SH A RE (%) OF HOLI DAY E- CO MMERCE O R D ERS BY M A R K E T I N G C H A N N E L
Other 5.5
Direct 24.9
Display 0.8
Affiliate 10.9
Email 17.7
Paid Search 17.5
Social 1.9
Email drove almost a fifth (17.7%) of orders
Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue.
9
QUESTIONS?
C H AT T H E M .
Organic Search 21
Email is biggest on the big days Share of e-commerce orders driven by email marketing
Black Friday
Cyber Monday
Turkey Weekend
27.3%
23.9%
23.1%
STYLISH
Elements of e-commerce email
11
QUESTIONS?
C H AT T H E M .
Elements of e-commerce email Trigger-based
Transactional
Pre-purchase
Lifecycle Marketing
Browse follow-up
Welcome series
Cart Abandonment
Member to buyer conversion
Product now available
Re-activation / win-back
Order confirmation Shipping confirmation Return confirmation
Loyalty recognition Post-purchase Purchase attachments
Other triggers
Review request
App download
Replenishment
Customer service follow-up
New product announcement
Social media activity
Post-purchase rec’s
Blog activity
12
QUESTIONS?
C H AT T H E M .
Calendar-based Seasonal calendar Birthday Sales and promotions
Elements of e-commerce email Trigger-based Pre-purchase
Lifecycle Marketing
Browse follow-up
Welcome series
Cart Abandonment
Member to customer conversion
Product now available
Re-activation / winback
Post-purchase Purchase attachments Review request
Loyalty recognition Other triggers
Replenishment New product announcement
App download
Post-purchase rec’s
Customer service follow-up Social media activity Blog activity
13
QUESTIONS?
C H AT T H E M .
Transactional Order confirmation Shipping confirmation Return confirmation
Calendar-based Seasonal calendar Birthday Sales and promotions
Email + Segmentation Seasonal Calendar
Welcome series / Member to customer
* Find more info on Segmentation on Custora U
14
QUESTIONS?
C H AT T H E M .
Re-activation / win-back
DIY
Segmentation frameworks
15
QUESTIONS?
C H AT T H E M .
Example: Seasonal calendar Goal: Improve revenue and conversion of seasonal (Winter) emails
16
QUESTIONS?
C H AT T H E M .
Example: Seasonal calendar How: Identify “product affinity segments” to deliver more personalized emails Result: In progress and looking good
17
QUESTIONS?
C H AT T H E M .
Segmentation dimensions Demographic
Behavioral
Geography
Purchase behavior
Age
Promotion behavior
Gender
Site behavior
Income
Email behavior
Marital Status
Mobile behavior
Life-stage demographics
Lifecycle Segmentation Persona Segmentation Acquisition Channel
18
QUESTIONS?
C H AT T H E M .
QUIZZICAL
Quiz time
19
QUESTIONS?
C H AT T H E M .
Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
20
QUESTIONS?
C H AT T H E M .
Quiz: Best segmentation variables Which 2 are among the best variables on which to segment? A. Marital status B. Device type used C. First browsed product D. First purchased product E. Favorite HBO show
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour segmentation strategy session w/ Custora
21
QUESTIONS?
C H AT T H E M .
7 dimensions that matter 1. Acquisition Path 2. First Purchase 3. Device Type 4. Geography 5. Income 6. Gender 7. Age 22
QUESTIONS?
C H AT T H E M .
Keep segmentation REAL Relevant Efficient Actionable Lasting
23
QUESTIONS?
C H AT T H E M .
DIY
Case studies
24
QUESTIONS?
C H AT T H E M .
Welcome / Member to customer Goal: Increase member-to-customer conversion
Before
Every new member
25
QUESTIONS?
C H AT T H E M .
Welcome / Member to customer How: Segment on predicted conversion rates Results: 1.75x lift in conversion, 3.5% Revenue lift
Before
After
Every new member
26
QUESTIONS?
C H AT T H E M .
Tailored Campaigns
Reactivation / Win-back Goal: Reduce attrition rate
90 Days
90 Days
27
QUESTIONS?
C H AT T H E M .
Reactivation / Win-back How: Segmenting based on individual purchase frequency Results: 17% lift in activation rate and 10.7% lift in revenue
30 Days
90 Days
28
QUESTIONS?
C H AT T H E M .
Add’l resources
custora.com/pulse
Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics
29
QUESTIONS?
2014 Holiday Recap Report
C H AT T H E M .
Contextual Email Marketing: What, Why, How
Are your email campaigns taking customers out of context?
Marketing is based on trust, but that trust is broken.
Why contextual marketing?
55% of visitors spend fewer than 15 seconds on your website The average Internet visitor sees more than 1,700 banner ads a month but click-through rates are around 0.1%
Why contextual marketing?
78% of customers don’t trust emails from companies 87% of customers don’t trust ads on websites
67% of customers don’t trust ads in any channel
Source: Smart Insights
If CONTENT is king…
CONTEXT is the chessboard.
Forrester Reports
“
Forrester sees progressive companies building their own contextual marketing engines (CMEs) to connect with their customers not through campaigns, but through ongoing interactions. Contextual marketing needs technologies across four areas: real-time analytics, insights, marketing automation, and interactions.
”
But what does “context” look like?
Utility
Contextual Marketing
Customer Experience
Engagement & ROI
73%
YoY increase in mobile payment volume
Sound complicated? Expensive?
It’s not. It all starts with email.
Key Marketing Challenges
Personalization
•
Increase response rates with uniquely tailored content
Automation
•
Repurpose content from the web & social
Optimization
•
• •
Personalized at the moment of open
•
Ensure crosschannel consistency
Insights based on real-time analytics Optimize for the individual, onthe-fly
Innovation
•
Stand out in a crowded inbox
•
Create compelling user experiences
A Useful, Engaging Experience Live Deal
Preview of Next Deal
Expiration Countdown
Increasing Relevance Across the Marketing Lifecycle
Newsle&er(
Promo,onal( Emails(
100% INCREASE IN OPEN RATE
Product( Launches(
Loyalty(
300% INCREASE IN CLICK-THROUGH RATES
80% INCREASE IN CLICK-THROUGH RATES
Geo-Targeted Products & Creative
Time-Targeted Promos & Offers
Countdown Timer To Launch
Current Available Shoe Sizes Store Location Based on Geo-Targeting
Social Icons DeepLinking to Mobile Apps
Live Winner’s Circle Rewards Balance Live Shipping Details In Email Live Social Integrations
Next Steps
The Way Forward
First-Party Data!
Context!
(merge tags, APIs)!
(real-time analytics, content)!
Real-Time Interactions!
Today, email marketing is about customer experiences, not campaigns. !
The Way Forward
Want to get started with contextual email marketing? Get in touch with us at [email protected] or visit movableink.com
A S K AWAY
Q+A
N E T TA K I V I L I S , H E A D O F M A R K E T I N G , C U S T O R A V I V E K S H A R M A , C E O , M O VA B L E I N K A L I S O N L I N D L A N D , S E N I O R A C C O U N T D I R E C TO R , M O VA B L E I N K
30
QUESTIONS?
C H AT T H E M .
