Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

E-mail Remarketing

Technofutur TIC – Septembre 2013

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

remarketingC’est quoi le remarketing ?

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Le monde réel…

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… et sur Internet.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

97%des visiteurs quittent votre site

sans finir le « funnel » de conversion

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

70%des visiteurs qui commencent

ne finissent pas le « funnel » de conversion

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

70%Comment pouvons-nous

les récupérer ?

Owned / Paid

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Display Remarketing - paid

PROSPECT IS BACK ON YOUR SITE

PROSPECT YOUR SITE TRACKING EXIT BANNERING

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

0.30%Taux moyen de clic

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

8%Des « shopping cart abandoners »

finissent spontanément leur achat plus tard.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

+5%Des « shopping cart abandoners »

finissent leur achat grâce au remarketing.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

» La majorité des utilisateurs

enregistrés peuvent être recontactés

grâce à votre base de données.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

15%Taux moyen de clic

Email Remarketing - owned

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

+18%Des « shopping cart abandoners »

finissent leur achat grâce au remarketing.

Email Remarketing - owned

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

+55%les « shopping cart abandoners »

dépensent 55% de plus grâce au remarketing.

Email Remarketing - owned

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

TimingImportance du timing?

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

contentQuels messages?

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

20%Of IR1000 are remarketing using emails

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

1 message

62,4%

2 messages

17%

3 messages

20,6%

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

Offers in message one

38,2%

Offers in message two

57,7%

Offers in message three

57,7%

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

Email one Email two Email three

None Free shipping 5% off

Free shipping 10% off 20% off, Free shipping

5% off 20% off 10% off

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

Suggested timing

» Email one: 1 hour

» Email two: 2 days later

» Email three: 3 days later

» STOP:

› Don’t send mail forever

› Don’t send mail if they ordered !

Suggested content

» Email one: be honest, no discount

» Email two: discount

» Email three: discount ?

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - owned

Pour démarrer:

» Une bonne solution CRM connectée à votre site

» Terms & conditions

» Tracking codes

» Créer des scénarios personnalisés

» Sorties de scénario

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Too bad?Dommage,

vous n’avez pas leur adresse email…

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - paid

PROSPECT SUBSCRIBED

SITE A

EXIT

The prospect is setup with a specific Cookie SITE A.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

Email Remarketing - paid

PROSPECT YOUR SITE TRACKING NO

CONVERSION

RE-TARGETED

EMAIL

Your site recognizes the Cookie from SITE A.

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

remarketingFunnel (exit) = opportunities !

Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/

QuestionsThank you!

Credits:

• listrak’s 2012 shopping cart abandonment review and lookbook

• Google

• Owned statistics

• Forrester Research