strategies for increasing ecommerce revenue with email marketing
TRANSCRIPT
Email Marketing w eCommerce!
Nie mówię po polsku :-(!
How four words increased!Obama’s donations from a single !email from $403,603 to:!!
$2,540,866
x 319,339!
Put another way…!
How to make birthday emails 8x as effective
Plus…!
8!more ways to increase your !
transaction rates by at least 20%!
7%!Source: http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/!
1) Make your transactional emails count!
Source: http://www.experian.com/assets/marketing-services/reports/transactional-email-report.pdf!
#2 Incentivise Product Reviews!
3) Give customers free store credit (and play on the
power of loss aversion).!
#4 Rewarding loyal customers with gift cards boosts short-term revenue!
34% of gift cards were redeemed, generating an additional $105k
Non-activecustomers
!!
Most loyalcustomers
!Gift card!
redemption = $105k extra!
Semi-dormantcustomers
!!
#5 But… re-activating dormant customers can be event more profitable!
Re-activating dormant / non active customers generated an additional $145k
Non-activecustomers
!10% !
activated!
Most loyalcustomers
!!!
Semi-dormantcustomers
Gift card redemption = !$108k extra!
In the first half we’ve learned to:! Get more value out of our transactional emails! Incentivise product reviews! Use loss aversion to drive impulse purchases! Re-activate dormant customers ! Reward loyal customers to keep them active.!
Now it gets interesting…!!!
6) A/B test:!• Subject lines!• Sending times!• From line!• Email content!• Subscriber segments?!
www.bloomberg.com/bw/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails!
7) Birthday emails: people like free money
8) Use email to reduce cart abandonment!
#9 Automate feedback collection / net promoter score data!
http://www.squiz.net/uk/stories/squiz-speaks/automating-a-net-promoter-score-program!
10) Email marketing beyond the inbox!
