Dotmailer customer journey - uk edition

Humanising the online

purchase journey

Matthew McClelland

Channel Relationship Manager

9th Sept 2014

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• Global Email Service Provider

• eCommerce pedigree

• Automation for online retail

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2016

13.5%

Overall

2010

£121b

Overall

23%

Overall

£221b

Overall

The growth of online

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Challenges for online retailers

Integrating email with other channels

Leveraging dynamic content

Leveraging segmentation

Managing email frequency and cadence

Increasing open click-through rates

57%

50%

43%

38%

38%

Source: Forrester, 2013

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Insight noun

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Purchase

Segment and automate

based on what people

purchase

Feedback

Use the data your

customers provide you

to make the right

decision

Social

Use publically available

data to find out who they

are

EmailAre your customers

opening, clicking or

converting?Browse

Understand what people

are looking at but

not necessarily buying

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Shopping is…

• A customer experience

• A brand opportunity

• A chance to connect

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Seize the opportunity online

• Welcome Programs / Account Registration

• Abandoned Browser / Lost Basket Emails

• Transactional Emails / Post Purchase Feedback

• Retargeting / Re-engagement / Replenishment

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Welcome program

3 step welcome program

• Welcome

• Educate

• Incentivise

5500%

ROI

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Account creation

• Say thank you!

• Explain the benefits of

shopping with you

• Ask for additional info

• Give opportunities to further

interact

29%CTR

67%OR

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Abandoned browse

Checklist

• Include recommended products

• Ensure the email arrives within

an hour

• Use urgency

• Highlight value

• Use clear and large product

imagery

• Make sure your mobile optimised

• Include customer service contact

details

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Cart Abandonment

Checklist

• Send within the hour

• Include the contents

• Use dynamic content

• Serve product

recommendations

29%

Sales recaptured

through a three step

abandoned cart

program

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Transactional

• Again, remember to say

thanks!

• Change imagery and style

• Build personality of brand

• Cross sell but make sure

you add value

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Feedback

• Ask questions

• Service & Satisfaction

• Social advocacy

• Make it useful

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• Harness information from

Magento

• Use key products for

replenishment

• Add Value

• Multi step and branched

More spent on

avg by repeat

customers than

new customers

67%

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Personalization

• Treat people differently

– Friends, Family & Strangers

– Tailor the experience

– Make people feel special

208%↑CR

24%↑Revenue

21%↑Retention

Source: MarketingSherpa, 2012

‘Must Have’

Customer

Segments

Best Customer

VIP Customer

Big Spenders

Splurgers

Win Back Customers

Loyal Customers

Customers Location

New Customers

Almost Lost

People Who Purchase

Carts Containing

Failed Cart Recovery

Freq. Low Value Customers

Bargain Hunters

Sale Only Shoppers

Non-Sale Shoppers

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ROR – Return on Relationship

• Stand out from the crowd

• Consider your persona

• Always add value & build trust

A 5% increase in retention yields profit

increases of 25 to 100%

Source: Bain & Company, 2013

Takeaways

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Think Big, Start Small, Scale Quickly

• The dotmailer way

• Time and Resource

• Time to Test

• Optimisation

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Source: Leapfrogg, 2014

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Takeaways

1. Integrate!

Get your magento data syncing with your ESP – quick!

2. Segment

Define your default segments

3. Consider ROR

Build “relationshops” and revenue

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Takeaways

4. Campaigns

– Welcome

– Abandoned cart

– Post purchase

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Takeaways

4. Campaigns

– Welcome

Sign-up Vs Account? Multi Step, Branched?

– Abandoned cart

Customers Vs Guests, Top Customers

– Post purchase

New purchasers Vs Regulars,

Dynamic Content & Seasonal Imagery

Thank you

Any questions?