Skip Fidura Client Services Director dotmailer Chairman, Email - PowerPoint PPT Presentation

Skip Fidura Client Services Director – dotmailer Chairman, Email Council, UK DMA @skipfidura @dotmailer

2013 2014 16% £91b 17% £107b Growth Consumer Growth Online Sales Sales 21% Total Retail Source: Capgemeni 2014 Slide 2 @skipfidura @dotmailer

Picture from www.brand drivendigital.com Slide 3 @skipfidura @dotmailer

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Greet Browse Buy Goodbye Slide 12 @skipfidura @dotmailer

Greet: Browse: • • Welcome to Can I find that for you in your size or • How are you today? something that goes with that? • • Can I help you find anything in Have you seen this offer? • particular? If you are too busy, I can hold this for you. Goodbye: Buy: • • Thank you Upsell/Cross Sell • • Did you find what you were looking for Point out missed offers • today? Answer any questions about payment, • Stop by next week for new stock. returns etc. • • Customer satisfaction Would you like to join our mailing list? Slide 13 @skipfidura @dotmailer

Greet Browse Buy Good to See You Slide 14 @skipfidura @dotmailer

Greet: Browse: • • Welcome program Browse abandonment • • Data capture Product recommendations • • Landing pages Size guides • • VIP program Product reviews Good to See You: Buy: • • Thank you Order confirmation • • Review request/customer sat survey Shipping confirmation • • Product Replenishment Cross sell/upsell • • Lost/Lapsed program Data capture • Birthday program Slide 15 @skipfidura @dotmailer

automation? – Enables you to engage with and respond to multiple customer interactions in a scalable way – Creates a seamless customer experience – Creates timely, structured and relevant 1-to-1 messages in real-time – Maximizes opportunity for profitable engagement Slide 16 @skipfidura @dotmailer

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• What do you really need to know when you first meet someone: – First name – Last name – Zip Code or City • Capture as much as you can without being creepy @skipfidura @dotmailer Slide 18

• Single welcome email • Totally on Brand • Reinforces the person’s decision to sign-up by actually welcoming them • Includes an offer @skipfidura @dotmailer Slide 19

Series of 2: 1. Welcome – Shorter and punchier – Unique offer code 2. Data enrichment – Natural next step – Sets recipients expectations @skipfidura @dotmailer Slide 20

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• Highlight the products that they were viewing or in the cart • Position this email as a value added service – Holding the products for you – Anything we can do to help – Overcome barriers and objections • Feature related products @skipfidura @dotmailer Slide 22

• Remind the reader of what is in the cart • Reinforce how easy it is to buy, delivery options and returns @skipfidura @dotmailer Slide 23

• Remind the reader of what is in the basket • Reinforce how easy it is to buy, delivery options and returns • Set expectations that basket is saved for a limited time • Don’t jump in with an offer @skipfidura @dotmailer Slide 24

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Post-sale transactional emails have the highest customer engagement of any communication: • Minimize post-purchase dissonance • Reduce returns • Build customer loyalty and trust • Build online brand advocacy • Maximize upsell and cross-sell revenue Slide 26 @skipfidura @dotmailer

• Say “Thank You” • Confirm payment, product and delivery details • Show related products • Share customer service details • Encourage people to sign-up who haven’t already • Ensure that the message is on brand both visually and tone of voice. @skipfidura @dotmailer Slide 27

• This is always a good news message • Don’t let your carrier take the glory – unless the message isn’t great (e.g. wide delivery window) • Confirm the shipping details • Another good opportunity to cross and up sell. @skipfidura @dotmailer Slide 28

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• Include an image or description of the product purchased • Include customer services details or a special department to resolve issues before they leave the review @skipfidura @dotmailer Slide 30

• Time the email within a couple of days of delivery • Do not forget to thank all reviews – positive and negative • Follow up on all reviews if possible @skipfidura @dotmailer Slide 31

• Base product recommendations based on stated and observed preferences • Include wish list • Pull in images of recommended products • Deep link to the product @skipfidura @dotmailer Slide 32

• First Priority – Will they buy the product again? • Second Priority – Will they buy it from you? • Tailor it to the product – Product specific timing – Product image – Dynamic content in you other marketing comms @skipfidura @dotmailer Slide 33

• Brand Building – New product launches and reviews – Product tips – Competitions and prize draws • VIP Customers – RFM – Brand Engagement/Advocacy • Loyalty Programs – Differentiated email templates – Tier up/Tier down Programs @skipfidura @dotmailer Slide 34

• Easy to do business with @skipfidura @dotmailer Slide 35

• Easy to do business with • Recognise them @skipfidura @dotmailer Slide 36

• Easy to do business with • Recognize them • Anticipate their needs @skipfidura @dotmailer Slide 37

• Holidays are not the only dates • Dates can be unique – Birthdays/Half Birthdays – Name Days – Anniversary of first order • Date programs can give you an extra creative license @skipfidura @dotmailer Slide 38

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Skip Fidura Client Services Director, dotmailer Chairman, Email Marketing Council, UK DMA @skipfidura @dotmailer