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The Perfect Email
Remarketing Strategy for
E-commerce
CARRIE ALBRIGHT, HANAPIN MARKETING
@Kissmetrics
#Kisswebinar
@ThueLMadsen
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft dr...
@hanapinmarketing
#Kisswebinar
@albright_c
1 Email Lists
2 Social
TABLE OF CONTENTS
#Kisswebinar
4! Messaging
Real Life
[Re]Targeting
5!
3!
Email Lists
PUTTING YOUR HARD WON CUSTOMER BASE INTO ACTION
THE BEGINNING
#Kisswebinar
Salesforce . MailChimp . Hubspot . Constant Contact !
Kissmetrics . Vertical Response . SendGri...
THE COLLECTION
#Kisswebinar
SIGN UP
(newsletters,
coupons, blog)
PURCHASE
(product value,
customer lifetime
value, abandon...
Social
PLUGGING IN YOUR E-COMMERCE TARGETING
#Kisswebinar
#Kisswebinar
WHY
#Kisswebinar
Note: Numbers may not add to 100 due to rounding.
Source: Survey conducted Jan. 3-10, 2018.
PEW RESEARCH ...
HOW
#Kisswebinar
Facebook
LinkedIn
Pinterest
HOW
#Kisswebinar
AUDIENCE MATCH RATE
#Kisswebinar
>50%!
30%!
80%!
20%!
70%!
10%!
 !
[Re]Targeting
CREATIVE LAYERING
LAYERING
#Kisswebinar
!
!
Exclude!
!
!
Relate
Include
Specify
INCLUDE
#Kisswebinar
Membership
Customer
Lists
Coupon recipients
High LTV
Past purchasers / Upsell
Seasonal shoppers
Email...
EXCLUDE
#Kisswebinar
Inactive / Removed email lists
Recent converters
“No engagement” emails
List overlap
Customer
Lists
AdLucent Consumer Survey
2016
[The greatest benefit to personalized
ads is] helping reduce irrelevant ads
(46%), a way to d...
SPECIFY
#Kisswebinar
Seasonal
shoppers
Coupon
recipients
Behavioral/
Interest
Behavior/
Interest
RELATE
#Kisswebinar
Lookalike // Actalike // Similar To
These audiences are comprised of users with
common qualities to yo...
RELATE
#Kisswebinar
Facebook
RELATE
#Kisswebinar
Pinterest
 !
Messaging
THE SQUEAKY WHEEL GETS THE SALE
#Kisswebinar
REMINDPRIME
#Kisswebinar
REMIND
Reintroduce
Tempt
Convince
Validate
PRIME
#Kisswebinar
!
1st EXPOSURE
(social, display, video)!
!
VISITORS
(search, social)
CUSTOMERS
(search, display promo,
social...
TEXT – Contrasting color, left aligned text, sentence case
CREATIVE BEST PRACTICES
#Kisswebinar
COLOR/CONTRAST – Dark colo...
Curalate Consumer Survey
Nov 2017
65% of consumers have found that
the destination they were driven to
from a social post ...
OFFER – Tip the consideration scale by offering discount or incentive
REMARKETING BEST PRACTICES
#Kisswebinar
LANDING PAGE...
OFFER– Exclusive returning customer offer
PAST PURCHASER REMARKETING BEST PRACTICES
#Kisswebinar
TIMING – Consider your pr...
 !
Real Life
SUCCESS, FAILURE, AND THE UNKNOWN
Seth Godin
Don’t find customers for !
your products, find products for
your customers.!
“
#Kisswebinar
EXAMPLE A: HOLIDAY RETAIL
Nov 1 – Dec 31 2017
#Kisswebinar
EXAMPLE B: E-COMM 12 MONTH REVIEW
April 2017 – March 2018
Targeting Reach CoS Conv Rate CTR
Email List A 3561...
#Kisswebinar
EXAMPLE C: SEGMENTED EMAIL LISTS
March 2017 – March 2018
Email Lists Social
RECAP
#Kisswebinar
Messaging Real Life[Re]Targeting
•  Yes! I’d like to hear more about Hanapin’s
all-PPC conference, Hero Conf.
WOULD YOU LIKE AN OFFER?
#Kisswebinar
•  No, ...
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
CARRIE ALBRIGHT
Asso...
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The Perfect Email Remarketing Strategy for eCommerce

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When it comes to eCommerce marketing strategy, segmenting email lists can have a huge impact on your success. Have you come to a standstill when you think about remarketing with email? We’ve got the perfect webinar for you – AND, we’re going to take it one layer deeper to teach you how social can play a pivotal role in your eCommerce email targeting plan.

Get your notebooks ready! In this webinar, Hanapin’s Associate Director of Services, Carrie Albright, will outline some awesome tips for you to attain email lists and target your audiences flawlessly and creatively.

You’ll learn:

Where you get email lists and where to use them
Ways to creatively layer your audiences into your digital marketing strategy
How to identify where social comes into play for your email targeting
Real life examples of success, failure, and the unknown

Publié dans : Marketing
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The Perfect Email Remarketing Strategy for eCommerce

  1. 1. The Perfect Email Remarketing Strategy for E-commerce CARRIE ALBRIGHT, HANAPIN MARKETING
  2. 2. @Kissmetrics #Kisswebinar @ThueLMadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Carrie spends her days developing and promoting digital marketing strategies for Hanapin’s clients, ranging from airlines to retail to B2B. Loving the sound of her own voice, you can find Carrie speaking at industry conferences and heading up Hanapin Marketing’s own training program. CARRIE ALBRIGHT Associate Director, Hanapin Marketing @albright_c
  4. 4. @hanapinmarketing #Kisswebinar @albright_c
  5. 5. 1 Email Lists 2 Social TABLE OF CONTENTS #Kisswebinar 4! Messaging Real Life [Re]Targeting 5! 3!
  6. 6. Email Lists PUTTING YOUR HARD WON CUSTOMER BASE INTO ACTION
  7. 7. THE BEGINNING #Kisswebinar Salesforce . MailChimp . Hubspot . Constant Contact ! Kissmetrics . Vertical Response . SendGrid!
  8. 8. THE COLLECTION #Kisswebinar SIGN UP (newsletters, coupons, blog) PURCHASE (product value, customer lifetime value, abandoners) RETURNING (behavioral, loyalty) SPECIFIC INTEREST (product, brand, seasonal)
  9. 9. Social PLUGGING IN YOUR E-COMMERCE TARGETING
  10. 10. #Kisswebinar
  11. 11. #Kisswebinar
  12. 12. WHY #Kisswebinar Note: Numbers may not add to 100 due to rounding. Source: Survey conducted Jan. 3-10, 2018. PEW RESEARCH CENTER
  13. 13. HOW #Kisswebinar Facebook LinkedIn Pinterest
  14. 14. HOW #Kisswebinar
  15. 15. AUDIENCE MATCH RATE #Kisswebinar >50%! 30%! 80%! 20%! 70%! 10%!
  16. 16.  ! [Re]Targeting CREATIVE LAYERING
  17. 17. LAYERING #Kisswebinar ! ! Exclude! ! ! Relate Include Specify
  18. 18. INCLUDE #Kisswebinar Membership Customer Lists Coupon recipients High LTV Past purchasers / Upsell Seasonal shoppers Email / Newsletter signups Cart abandoner email recipients
  19. 19. EXCLUDE #Kisswebinar Inactive / Removed email lists Recent converters “No engagement” emails List overlap Customer Lists
  20. 20. AdLucent Consumer Survey 2016 [The greatest benefit to personalized ads is] helping reduce irrelevant ads (46%), a way to discover new products (25%) and making online shopping easier (19%). “
  21. 21. SPECIFY #Kisswebinar Seasonal shoppers Coupon recipients Behavioral/ Interest Behavior/ Interest
  22. 22. RELATE #Kisswebinar Lookalike // Actalike // Similar To These audiences are comprised of users with common qualities to your specified audiences.
  23. 23. RELATE #Kisswebinar Facebook
  24. 24. RELATE #Kisswebinar Pinterest
  25. 25.  ! Messaging THE SQUEAKY WHEEL GETS THE SALE
  26. 26. #Kisswebinar REMINDPRIME
  27. 27. #Kisswebinar REMIND Reintroduce Tempt Convince Validate PRIME
  28. 28. #Kisswebinar ! 1st EXPOSURE (social, display, video)! ! VISITORS (search, social) CUSTOMERS (search, display promo, social hook) RETURNING/ PROMOTER (retargeting, search, email, social) Multi-channel funnel approach!
  29. 29. TEXT – Contrasting color, left aligned text, sentence case CREATIVE BEST PRACTICES #Kisswebinar COLOR/CONTRAST – Dark color to contrast page feed IMAGERY – Recognizable images, product features CALL TO ACTION – Soft, directive
  30. 30. Curalate Consumer Survey Nov 2017 65% of consumers have found that the destination they were driven to from a social post wasn’t right for them. “
  31. 31. OFFER – Tip the consideration scale by offering discount or incentive REMARKETING BEST PRACTICES #Kisswebinar LANDING PAGE– Use what you know. Abandoned product? Connect to related product page. IMAGERY – Recognizable images, product features CALL TO ACTION – Focused, “Shop Now” URGENCY – Provide urgent context for sale, holiday, or availability
  32. 32. OFFER– Exclusive returning customer offer PAST PURCHASER REMARKETING BEST PRACTICES #Kisswebinar TIMING – Consider your products in setting retargeting launch. IMAGERY – Upsell and complement GENERAL MESSAGING – Don’t get too personal
  33. 33.  ! Real Life SUCCESS, FAILURE, AND THE UNKNOWN
  34. 34. Seth Godin Don’t find customers for ! your products, find products for your customers.! “
  35. 35. #Kisswebinar EXAMPLE A: HOLIDAY RETAIL Nov 1 – Dec 31 2017
  36. 36. #Kisswebinar EXAMPLE B: E-COMM 12 MONTH REVIEW April 2017 – March 2018 Targeting Reach CoS Conv Rate CTR Email List A 35615 37% 7.19% 1.92% General A 391646 41% 5.31% 2.67% Email A -based Lookalikes 120810 46% 6.03% 2.51%
  37. 37. #Kisswebinar EXAMPLE C: SEGMENTED EMAIL LISTS March 2017 – March 2018
  38. 38. Email Lists Social RECAP #Kisswebinar Messaging Real Life[Re]Targeting
  39. 39. •  Yes! I’d like to hear more about Hanapin’s all-PPC conference, Hero Conf. WOULD YOU LIKE AN OFFER? #Kisswebinar •  No, thanks
  40. 40. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? CARRIE ALBRIGHT Associate Director, Hanapin Marketing @Albright_C carrie.albright@hanapinmarketing.com

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