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2 Social
TABLE OF CONTENTS
#Kisswebinar
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![AdLucent Consumer Survey
2016
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The Perfect Email Remarketing Strategy for eCommerce
The document outlines an email remarketing strategy tailored for e-commerce, emphasizing the importance of segmented email lists and targeted messaging to enhance customer engagement and conversion rates. It discusses various types of email lists, effective messaging strategies, and best practices for retargeting based on customer behavior and interests. The webinar includes insights from marketing experts Carrie Albright and Thue Madsen, along with real-life examples and case studies to illustrate the effectiveness of these strategies.
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The Perfect Email Remarketing Strategy for eCommerce
- 1. The Perfect Email RemarketingStrategy for E-commerce CARRIE ALBRIGHT, HANAPIN MARKETING
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- 3. Thue is theKissmetrics 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
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- 5. 1 Email Lists 2Social TABLE OF CONTENTS #Kisswebinar 4! Messaging Real Life [Re]Targeting 5! 3!
- 6. Email Lists PUTTING YOURHARD WON CUSTOMER BASE INTO ACTION
- 7. THE BEGINNING #Kisswebinar Salesforce .MailChimp . Hubspot . Constant Contact ! Kissmetrics . Vertical Response . SendGrid!
- 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. Social PLUGGING IN YOURE-COMMERCE TARGETING
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- 12. WHY #Kisswebinar Note: Numbers maynot add to 100 due to rounding. Source: Survey conducted Jan. 3-10, 2018. PEW RESEARCH CENTER
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- 18. INCLUDE #Kisswebinar Membership Customer Lists Coupon recipients High LTV Pastpurchasers / Upsell Seasonal shoppers Email / Newsletter signups Cart abandoner email recipients
- 19. EXCLUDE #Kisswebinar Inactive / Removedemail lists Recent converters “No engagement” emails List overlap Customer Lists
- 20. AdLucent Consumer Survey 2016 [Thegreatest benefit to personalized ads is] helping reduce irrelevant ads (46%), a way to discover new products (25%) and making online shopping easier (19%). “
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- 22. RELATE #Kisswebinar Lookalike // Actalike// Similar To These audiences are comprised of users with common qualities to your specified audiences.
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- 25. ! Messaging THE SQUEAKY WHEELGETS THE SALE
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- 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. TEXT – Contrastingcolor, 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. Curalate Consumer Survey Nov2017 65% of consumers have found that the destination they were driven to from a social post wasn’t right for them. “
- 31. OFFER – Tipthe 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. OFFER– Exclusive returningcustomer 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. ! Real Life SUCCESS, FAILURE,AND THE UNKNOWN
- 34. Seth Godin Don’t findcustomers for ! your products, find products for your customers.! “
- 35. #Kisswebinar EXAMPLE A: HOLIDAYRETAIL Nov 1 – Dec 31 2017
- 36. #Kisswebinar EXAMPLE B: E-COMM12 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. #Kisswebinar EXAMPLE C: SEGMENTEDEMAIL LISTS March 2017 – March 2018
- 38. Email Lists Social RECAP #Kisswebinar MessagingReal Life[Re]Targeting
- 39. • Yes! I’dlike to hear more about Hanapin’s all-PPC conference, Hero Conf. WOULD YOU LIKE AN OFFER? #Kisswebinar • No, thanks
- 40. THUE MADSEN Marketing OperationsManager, Kissmetrics @ThueLMadsen [email protected] Questions? CARRIE ALBRIGHT Associate Director, Hanapin Marketing @Albright_C [email protected]