Nikolay Totov, Marketing Director of PLESIO Computers, discusses how the company adopted marketing automation through ContactPigeon to achieve ecommerce growth goals. Using dynamic popups, push notifications, and automated email campaigns, PLESIO saw an average 2x increase in visitor signups, 63% lift in online sales conversion, and 40% repeat customers. Specifically, PLESIO used dynamic popups to boost Black Friday conversions while growing their list, push notifications to reach a broader audience, and abandoned cart emails sent at various time intervals to drive orders. Nikolay provides practical takeaways for attendees to try pre-season list builders, push notifications, and abandoned cart automation for the upcoming holiday season.

1. Powered By
October 2022
Ecommerce Growth with
Marketing Automation
The PLESIO Success Story

2. 2
Nikolay Totov
About the Speaker
 Marketing Director, PLESIO Computers
 Long time veteran in ecommerce &
retail sector
 Expertise in digital / physical marketing
strategy and implementation

3. 3
 Examples of how PLESIO adopted marketing automation for growth
 Share our learnings & best practices
 3 practical takeaways for the upcoming holiday shopping season
What we will cover today...

4. 4
Marketing automation enhances the outcome of our key
ecommerce goals
Goal 1
Retain more
visitors
Goal 2
Grow sales
conversion
Goal 3
Get more
repurchases
Avg 2x increase in
visitor signup
63% lift in online
sales
40% repeat
customers
More room for growth as we continue to activate new capabilities and optimize campaigns.

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Since adopting ContactPigeon, we have seen steady revenue
growth generated across multiple channels
8.5%
8.6%
8.9%
2020 2021 2022 YTD
% of Online Sales Contribution from
ContactPigeon’s Marketing Automation
72%
15%
13%
Top 3 Performing Channels & Split in
Sales Revenue
Email
Push
Notification
Dynamic Popups

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Capture more visitor signups with Dynamic Popups
 Highly effective way to turn early stage visitors
to subscriber
 Pitch your seasonal offers, boost conversions,
while growing your list at the same time
 Triggered to both known and unknown visitors,
upon entry, 4 weeks prior to Black Friday
Example: Early Access to Black Friday Deals 2021
Signup conversion rate: 1.4%
Order conversion rate: 5%

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But, don’t limit yourself to just subscribers
Ways of Using Dynamic Popups
Collect customer-first data
ANSWER TO GET 10% OFF
What are you
searching for?
Mobile PC Tablet
Accessories Cables
Select one:
Reduce abandonment
Oops, did you
forget your
tablet?
Check Out Now
Make product recommendation
You may also like these…
Add to Cart Add to Cart Add to Cart
Multiple triggers to target and engage with site visitors.

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Reach a broader audience with push notifications
Push Notification Email
Subscription
1-click Opt-in.
No personal info is shared
Subscribers need to enter email
Delivery Deliver to browser Deliver to inbox
Message Timing
Appears whenever subscriber is active on
browser
Subscriber logs in to view email
Longevity
Appears once, until subscriber closes the
messages
Stays in inbox until deleted
Delivery Status Delivered to active browser May get delivered to spam
Best for Message Type
Time sensitive short messages for
immediate actions
Image or content rich messages that
requires more time to consume
Most powerful when combined with email & SMS marketing.
VS

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A series of 3 automated push notification for abandoned carts
Timing of push
notifications 3hrs, 24hrs,
and 48hrs after cart
abandonment.
Dynamically generated
product title, image, and
URL based on the item
left in the shopper’s cart
Забрави нещо в
кошницата си!
2:35pm Plesio.bg
x
Delivery rate: 89.5%
Click rate: 4.5%
Order conversions: 0.5%

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Automated email campaigns to drive down abandoned carts
24 Hrs
2 Hrs
3 Days
Trigger: Visitor abandons cart
open: 42% clicks: 24% order: 26%
open: 38% clicks: 20% order: 9%
open: 35% clicks: 17% order: 14%

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 It takes a few attempts to convert the cart – make sure to set up at least
3 reminders spaced across multiple time periods
• 1st email within 4 hours after abandonment
• 2nd email after 1~3 days (incentive or not depend on reason & timing)
• 3rd email after 1 week (usually include incentives)
 Include directly link to products left in cart for easy access
 Do not add coupon / offer on the 1st abandonment email – don’t
nurture the habit of abandonment!
 Address probable concern for not completing the order within the text
A few learnings from successful abandoned cart reminders

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Other automation scenarios tailored for eCommerce
Browse Abandonment
Series of targeted reminders to those who demonstrated interests
by browsing or searching specific product or product categories
01
Abandoned Cart
An e-commerce classic remarketing technique. Best practices is to
send a well timed series of reminders based on shopper’s reactions
02
Happy Birthday
A personalized birthday greeting has demonstrated high open and
click rates among the recipients
03
Product Review Request
Use the opportunity after a purchase to stay engaged with the
shopper that also help enrich product profile and feedback.
04
Recommendation
Recommend new launches, price drops and similar products that
shopper may be interested in based on prior purchase or browse
histories
05
Replenish / Repurchase
For consumable products with specific lifecycle (e.g., license
renewal), remind shoppers before the product runs out
06
Cross Sell / Up Sell
Suggest products that are complementary or upgrade to the
product / services selected
07
Purchase Anniversary
Anniversary can be a date the shopper made the first purchase or
registered. This is a good opportunity to show appreciation and re-
engage those who have not visited recently
08
Re-engagement
Identify your at-risk customers and re-engage them with interesting
and personalized offers
09
Welcome / Onboarding
Welcome emails should not be a simple thank you confirmation, but
opportunity to sharing brand story and drive product interests
10
Target & Personalize

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1. Activate pre-season list builder
Offering early access to seasonal sales (e.g., Black Friday / Cyber Monday deals) in exchange for
email address helps drive more sales later.
2. Try out push notification
Significantly grow your online reach for those visitors who do not leave behind email. Combine push
notification campaigns along side with email and SMS for maximum impact.
3. Start with Abandoned Cart emails
Basic series of automated email campaigns generated upon abandoned cart. It works and can easily
boost to your online conversion. For next level users, try browse abandonment reminders!
Challenge: 3 action items for this upcoming holiday season…

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Thank you. Any questions?
hello@contactpigeon.com
www.contactpigeon.com
Powering eCommerce revenue generation
ntotov@plesio.bg
www.plesio.bg