Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment
Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing.
According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs.
Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…
10 tips to create an effective Cart Recovery Programme
According to research recently released by Britain’s Retail E-mpire, the UK will become the world’s leading ecommerce exporter, with online sales generated by UK retailers from international markets expected to soar sevenfold to £28bn by 2020. However, according to our latest research, on average 84% of people who visit a site abandon their purchase before checkout, costing retailers billions in lost sales.
So what can we do about this problem? Well first of all – let’s switch it around and look at it as a fantastic opportunity rather than a problem. Opportunities are always easier to action than problems – right?
The Opportunity for retailers
So we now have a lot of potential buyers who in many case simply need a small nudge in order to complete the purchase and the good news is, that these abandoned sales are 10 times more likely to convert…
Cart recovery emails are a powerful tool for converting. Make sure yours are having the maximum possible impact.
If you run an online store, you already know that cart abandonment is one of the biggest conversion killers; causing millions in lost revenue worlwide due to the many reasons for retail basket abandonment. And the chances are high that you must be sending a cart recovery email campaign to recover this lost revenue. But sending a cart recovery mailer doesn't guarantee conversion. You need to execute your cart recovery email program the right way to convince the lost shoppers to come back and complete their purchase.
A successful recovery campaign is optimized for everything from design to copy, send time and the right sequence. And, if you are not taking all of these things into consideration you will not get the results that you are hoping for from these email campaigns.
Analysis and actions showing the best ways to increase your conversion rate
An abandoned basket is exactly as it sounds; it’s when a visitor who already added a product/service to the shopping cart then, for whatever reason, abandons their shopping cart and never proceeds to make a purchase.
At best this is very frustrating; at worst it can be a business critical problem for your ecommerce site.
However, it’s not all bad news; your visitor at least managed to find your website and even went as far as selecting a product to add to their shopping cart.
This is a solid foundation to build on, but how can we reduce these instances of online shoppers abandoning their baskets?
Find out where customers are exiting from your checkout flow
Your “checkout” flow describes the entire process of buying a product via your website, from to adding an item to basket, through to completing payment.
A good place to…
Research showing how using event-triggered emails boosts open, clicks and retail sales
As customers of retailers, we have all seen triggered messages based on a response to an action we have taken, for example welcome emails on subscribing, onboarding emails after purchasing, and shipping reminders. More generally, they can be used by all types of businesses to welcome and engage prospects and customers where they're known as behavioural emails and are one of the key functions of Marketing Automation.
As marketers, we know they can be extremely effective, but research shows, fewer than half of business are using them. This post explains:
Why triggered messages are effective,
Typical results retailers can expect from triggered messaging
Good scenarios for using them,
Most importantly when they do or don't work.
In a follow-up post, I explain the technical options to send behavioural emails for retailers.
Why are Triggered Messages Effective?
Econsultancy reports that triggered email open rates are four…
Which factors are the main reasons for shopping cart abandonment?
Cart Abandonment specialists, Cloud.IQ have released a new infographic with some fascinating findings regarding how and why our customers are abandoning their purchases and how we can leverage this opportunity to generate more sales.
Some stats of interest:
88% of online shoppers who abandon online purchases before completion are open to being emailed by retailers afterwards..
35% actually say they will actively welcome these emails
For every £100 spent on driving customers to the site, only £1 goes into converting them
To see all the stats and the full infographic, view it here.
Lessons on using the right e-retail incentives at the right time
'Should we use discount codes in a our abandonment emails?' is a question we’re often asked by retailers at Triggered Messaging. On the surface, incentives look like a great idea because you can recover more carts and gain more sales you wouldn't have otherwise. Most of our data supports that point.
HOWEVER, when considering profitability, cart abandonment programs can be dangerous. You can give discounts when you didn’t need to.
In this article we share this case study of one retailer we worked with who discovered that they were needlessly giving away discounts costing over $3,000 a month.
What’s more, we’ll show how it appeared to be a success, even though it damaged profitability. Then we’ll tell you how you can make your abandonment incentive programs more intelligent and strategic to increase customer acquisition and lifetime value.
Here is the analysis we…
Ideas for improving Basket Abandonment Emails that are relevant to other types of email follow-up
On a recent webinar, a question was posed that I thought was worth a second look:
'On an abandonment programme, sending a discount to encourage a purchase may not necessarily be a good idea, so what would be a good hook to get their interest peeked again?'.
This touches on another subject; the inevitable decline in response rates for basket abandonment emails. Some argue against this, but it is inevitable. I consider basket abandonment emails as just another product and therefore they will inevitably follow the same path as any other product, as illustrated in the classic graph below.
So, what can you do to ensure that your results do not decline?
5 Tips to improve email response rates for basket abandonment
Tip 1 The Basics
Please excuse me…
Find out how a recovery email campaign can boost your sales by up to 8%
SaleCycle have produced an Infographic to summarise the findings about shopping abandonment, from their September 2012 survey. 200 well-known brands were surveyed in the US and UK, including Retailers and Fashion brands such as Sony, Ralph Lauren, the Body Shop and The Office.
The aim of the survey was to discover how to send out an engaging, optimized email to shoppers abandoning the on-line sites at the point of purchase or engagement (ie. shopping cart, booking or application form). It centered around the following three questions:
Timing: How long to wait to email your warm customers?
Tone: Should we be direct or use a customer service tone?
Content/Message: What should we say in our email to convert our customers to buy?
Over 74% of shoppers abandon their shopping cart, booking or application form, so how do we get them…