7. Slide 7
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
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
Email
Are your customers opening, clicking or converting?
Browse
Understand what people
are looking at but
not necessarily buying
9. Slide 9
Slide 9
Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
Seize the opportunity online
•Welcome Programs / Account Registration
•Abandoned Browser / Lost Basket Emails
•Transactional Emails / Post Purchase Feedback
•Retargeting / Re-engagement / Replenishment
10. Slide 10
Slide 10
Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
Welcome program
3 step welcome program
•Welcome
•Educate
•Incentivise
5500%
ROI
11. Slide 11
Slide 11
Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
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
12. Slide 12
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
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
13. Slide 13
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
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
14. Slide 14
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
Transactional
•Again, remember to say thanks!
•Change imagery and style
•Build personality of brand
•Cross sell but make sure you add value
16. Slide 16
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
•Harness information from Magento
•Use key products for replenishment
•Add Value
•Multi step and branched
More spent on avgby repeat customers than new customers
67%
17. Slide 17
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
Personalization
•Treat people differently
–Friends, Family & Strangers
–Tailor the experience
–Make people feel special
208%
↑CR
24%
↑Revenue
21%
↑Retention
Source: MarketingSherpa, 2012
18. ‘Must Have’CustomerSegments
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
19. Slide 19
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
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
23. Slide 23
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Humanizing the online journey
@dotmailer
#UltimateCustomerJourney2014
Takeaways
1.Integrate!
Get your magentodata syncing with your ESP –quick!
2.Segment
Define your default segments
3.Consider ROR
Build “relationshops” and revenue