smartphone mobile browse to buy email tactics silverpop etail
DESCRIPTION
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
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Successfully Use Email to Close the Smartphone Browse-‐To-‐Buy Gap
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Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Today’s Agenda
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The Data
@LorenMcDonald
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The Smartphone Paradox 66% higher than tablet rate
43% of tablet rate
28% of tablet rate Less
browsing time/page
views
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Source: Litmus, Jan 2014
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Silverpop Retail Mobile Benchmarks – Highs and Lows
Low, average or high -‐ your mobile readership is only increasing – and
can’t be ignored.
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Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda -‐ Implications
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1. More than just “design” – Think “context”
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2. Poor Smartphone Purchase Experience
Almost unreadable
Disappearing cart pop-‐over
Multi-‐step process for unregistered
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3. Inferior Email Experience
Mostly unreadable – “everything”
“Shop gifts …” Setting up for abandonment
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Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda – 7 Email Tactics / Solutions
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1. Update Onboarding / Welcome Emails With Mobile Shopping Info.
@LorenMcDonald
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Typical Welcome Email Approach
Immediate 3-‐7 days
7-‐14 days
Immediate
Stand alone
Email # 1 Email # 2
Email # 3
3-‐part series
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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
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2. Use Responsive Design – Especially for Remarketing
Emails
@LorenMcDonald
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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
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Are your emails touch-‐friendly?
Old mouse New mouse
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The Simple Difference – Responsive Emails
Desktop Mobile
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Responsive Design -‐ Hiding -‐ Moving -‐ Increasing font size -‐ Increasing button size / layout
Source: Trendline Interactive
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3. Mobile Browse Remarketing Emails
@LorenMcDonald
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Smartphone Shopping – Sniffing Around
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Shopper Visits UncommonGoods “For Him” Pages
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“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
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4. Cart Abandonment & Wishlist Remarketing
@LorenMcDonald
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Cart abandonment remarketing will become even more
important in the era of mobile shopping.
Think about it…
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Desktop centric Lots going on
Simpler, more mobile friendly
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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
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Abandon Wishlist Reminders
Offer a wishlist -‐ use remarketing emails
Responsive / Mobile Friendly
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5. Holiday Shopping Reminders
@LorenMcDonald
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-‐ 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.
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6. Resend Promotional Emails
@LorenMcDonald
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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
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7. Save Till Later Reminders
@LorenMcDonald
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Save for Later Reminder – Email/SMS Sign-‐Up
Mobile
Send Email or Text Reminder
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Return to Cart
Simple mobile-‐
friendly email reminder
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Agenda
The Data
Implications 7 Email Tactics / Solutions
Takeaways / Q&A
Agenda – Takeaways / Q & A
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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
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The Silverpop Digital Marketing Platform
www.silverpop.com @Silverpop