Published on February 27, 2014
We Email BEYOND BASIC ABANDONMENT: WAYS TO REMARKET SMARTER With Smarter Remarketer
TWEET! Follow us on Twitter! @WhatCounts @timbrechlin Tweet about this webinar using #WCRemarketer 2
TODAY’S HOSTS STEVE SNEATH Director, Partnerships Email ssneath@SmarterHQ.com Twitter @SmarterHQ KARA HOLTHAUS Senior Account Manager Email kholthaus@SmarterHQ.com Twitter @SmarterHQ Tim Brechlin Inbound Marketing Manager, WhatCounts Email email@example.com Twitter @timbrechlin 3
AGENDA About Smarter Remarketer Purchase Abandonment Best Practices Going Beyond Basic Purchase Abandonment Take the Next Step: Up-Funnel Campaigns Q+A 4
ABOUT SMARTER REMARKETER 5
ABOUT SMARTER REMARKETER Smarter Remarketer is a customer intelligence fueled omnichannel marketing solution that is capable of automating hundreds of discrete campaigns based on visitor experiences on your website, mobile site or mobile app. Product/Category Browse Abandonment Intelligent Purchase Abandonment And much more… 6
WHAT IS ABANDONMENT? SR Definition of Abandonment: Any visitor on the site that does not complete a transaction. 7
WHAT IS A PURCHASE ABANDONMENT CAMPAIGN? Re-engagement with visitors adding at least one item to the shopping cart and leaving the site without purchasing. 8
WHY DOES IT MATTER SR clients see a range of 70%-88% of visitors who add items to their cart abandon their purchase 20% is the typical conversion rate for Smarter Remarketer Clients running a cart abandonment campaign Has led to 50% revenue lift in cart abandonment campaigns in some cases 9
ABANDONMENT CAMPAIGN BEST PRACTICES 10
WHEN DO YOU SEND? Initial re-engagement email communication sent in real-time (within an hour of purchase abandonment) Timing of additional drips varies based on visitor behavior +1 Day Email 1 Send near realtime; reminder message Email 2 Send 24 hours later; create sense of urgency +6 Days Email 3 Send six days later; include offer 11
HOW OFTEN? Create a drip campaign to follow up with customers who haven’t purchased. Drip 2 – Sent 2-days post-abandon Drip 1 – Sent 1hr post-abandon 12
WHAT DO I INCLUDE? Include information and imagery for the products each visitor added to cart within the email creative. 13
OPTIMIZE Optimizing email creative for best conversion Heavy site navigation or product recommendations within email creative can be a liability. Goal: Re-engage visitors in the buying process, not shopping process 14
LET’S GO BEYOND 15
BEYOND BASIC Going Beyond Basic Purchase Abandonment Leverage the following advanced refinement capabilities to take your abandonment campaign beyond basic: Abandonment Causality Shopper Type Product/Category Added to Cart Frequency Capping Campaign Prioritization 16
CAUSALITY Determine the cause of abandonment and send customized messaging/offers based on this cause. Abandonment causality recognition is key to getting more visitors to convert. Cart Abandonment Checkout Abandonment Shipping Abandonment Payment Abandonment 17
CAUSALITY Shipping Abandonment Payment Abandonment Cart Abandonment 18
WHO’S YOUR SHOPPER? Identify what types of shoppers are abandoning so you can send customized messaging based on each shopper type. Highly engaged non-purchaser New/returning visitors Paid traffic shopper Predicted to purchase 19
TYPE OF PRODUCT Re-engage with visitors who abandon specific brands or category of product with custom messaging, like a unique subject line and hero image. Product education/nurture Product category Product price and/or margin Premium brands & co-ops 20
SUCCESS STORIES 21
FREQUENCY CAP Avoid “pavlovian abandoners” by capping the frequency a visitor can receive a purchase abandonment email. Best practice: Typically between 30-60 days. The Smarter Remarketer tool makes it easy and simple to frequency cap based on each behavioral campaign. 22
PRIORITIZE Avoid oversaturation of emails by prioritizing behavioral campaigns and general marketing campaigns Base priority of emails on: – Highest conversion rates – Highest click through rates – Relevance (batch & blast emails last) Emails with highest ROI and customer engagement should be highest priority 23
BEYOND THE CART? 24
WHAT’S BEYOND THE CART There’s more to the visitor shopping experience than cart abandonment What about those abandoning your website throughout the shopping funnel? – One-time Browsers – Repeat Browsers – New visitors – Acquisition/Traffic Sources 25
GO FROM ALL ANGLES How visitors are getting to your site – Paid traffic, search traffic, affiliates, etc. Customer browsing activity once on your site – Content engaged with, products viewed, etc. Marketing email opt-ins – Optimize your welcome email series based on visitor behavior 26
UP-FUNNEL Re-engage with visitors browsing specific categories/products but not adding items to the cart. – Custom email subject line and/or hero image based on category browsed – Display browsed products – Merchandise like-products 27
WHOLE FUNNEL IMPACT Purchase Abandonment ONLY On average, 3% site wide revenue increase expected Overall Site Abandonment On average, 6% site wide revenue increase expected Up-funnel campaigns can have the same impact, if not more, as cart/checkout abandonment campaigns 28
Thank you! SmarterRemarketer.com // @ SmarterHQ // LearnMore@SmarterHQ.com
REACH OUT TO US WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts firstname.lastname@example.org 30
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