5 game-changing Marketing Automations for 2017
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Practical ideas to start your Marketing Automation or take it to the next level from Komal Helyer, Head of Marketing at Pure360.
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5 game-changing Marketing Automations for 2017
- 1. Digital Marketing Priorities 2017 Summit Brought to you by: 5 game-changing marketing automations for 2017 Komal Helyer Head of Marketing Pure360 Start working smarter, not harder, with five essential automated campaigns that will transform your marketing in 2017
- 2. 2 Agenda About me About Pure360 Why? The 5 Automations The Essentials
- 3. 3 About me Head of Marketing @Pure360 Over 15 years email and digital experience Worked with leading brands inc HSBC, Carphone Warehouse, Black & Decker & Screwfix Follow me - @komal_helyer
- 4. 4 About Pure360 Marketing Automation suite with email at it’s core Unique combination – Best of breed tech with a strategic maturity model framework Taking clients on a journey of improvement
- 5. 5 The Pure360 Maturity Model Broadcast to as many people as possible Focus on lead generation, traffic, opens, and clicks Small database Limited resource Sending relevant targeted campaigns to demographic segments Focus on increasing revenue and engagement Struggling with disparate systems and databases Sending frequent targeted campaigns, product recommendations and upselling Focus on building relationships and loyalty Increasing use of data Reliant on IT resources for data management Struggling to achieve a single customer view Sending based on life cycle engagement and behavioural predictions Focus on retaining customers, increasing loyalty and generating scalable revenue Struggling to stay ahead of competition and to perfect automation capabilities
- 6. 6 VOTE Do you currently have a marketing automation tool implemented? Yes Plan to in the next 12months No, but we would like to in the next 2-3years No and unlikely to
- 8. 8 Why? Increase team efficiency Save time Communicate in real time – based on behaviour Real time comms can increase results significantly Increase customer lifetime value Create a personalised experience
- 10. 10 The Welcome Generate 320% more revenue than promo emails 86% increase in open rates and 196% increase in CTR Top tips – Be Quick Optimise the subject line Set expectations Get in the inbox Grow your followers Acquire more data Create a series of simple emails
- 11. 11 The Journey
- 13. 13 The Browse Target consumers that browse but don’t buy Add up to an additional £35,000 per £1m turnover These are window shoppers so be considerate when writing copy Top tips:- Easily recognisable that it is from your brand Clear concise and simple Follow the website branding and tone of voice Show some of the products that were browsed Strong Call to Action
- 14. 14 The Basket 67% of baskets are abandoned 88% online shoppers who abandon could buy elsewhere 90% of abandoned baskets go cold after 1hr 45% of abandoned basket emails are opened Sending basket abandoned triggers could increase sales by up to 8%
- 15. 15 Aside from achieving a sale – it is about creating a meaningful experience… Top tips:- Clarity Show what is in the basket Include product suggestions Clear and Strong CTA Send in real time – 20-30minutes after they have left the website Send a series of emails to entice back
- 16. 16 Case Study “We have an abandoned basket programme that is structured so that if you put products into the basket, but then abandon it , you will receive emails 30 minutes, 24hrs and 72 hrs later” “Recovered revenues through this programme has increased revenues 10% month on month, with an overall increase of 97% since implementation” Martin Bradford Walls & Floors
- 17. 17 The Machine
- 18. 18 “People like you buy” Takes into consideration the history for each shopper and what they have browsed Understands what other people have bought after viewing certain products Perfect for simple website personalisation
- 19. 19 “Frequently bought with this” This is connected to the specific product and what people have ended up buying with it Excellent cross sell tool along with inserted in basket abandoned emails Perfect for using on a “did you forget” page on the checkout
- 20. 20 “After viewing this, people buy” This can be used to increase the breadth of products or pieces of content that a viewer can see The rules should be set to show the highest converting products bought by people viewing the current product
- 21. 21 The Considerations Data Psychology Creativity Mobile Don’t forget..
- 22. 22 Data
- 23. 23 Psychology
- 24. 24 The two sides of the brain Intellectual – making a conscious decision based on facts Emotional – when your emotions are called into play to make decisions for you You have 3-4 seconds to get someone's attention in an email, probably less if viewing on a mobile device
- 25. 25 Colour is key 90% of an assessment for trying out a product is made by colour and visuals alone
- 26. 26 Which Test Won? Vote Now. A. Green B. Red
- 28. 28 Images invoke powerful responses
- 29. 29 Case Study
- 30. 30 Automated Creativity Countdown clocks help drive urgency Maps and weather forecasts increase context Up to date stock levels and localised product info increases relevancy Increase engagement with live content
- 31. 31 Think Mobile…
- 32. 32 Don’t just keep swimming..
- 33. 33 To conclude The best 5 automations to improve your customer loyalty and retention Welcome Journey based Browse Basket Machine There are many things that you need to consider when setting up automations Don’t forget about them! Automations should be reviewed at least once every 6 months
Editor's Notes
- At Pure we have spent the last few years creating not only a powerful set of software for our customers to use to drive the best in their digital marketing efforts, but also a maturity model that allows our account managers to work closely with our customers to help them improve in marketing sophistication.
- Many of you will be familiar with our Maturity Model. This was launched in 2015 and is at the heart of everything we do.
- Email automation has been around for a long time, but really comes into it’s own in 2016 and into 2017. With more and more technologies allowing us marketers to automate many campaigns. Put simply an email automation is an email triggered as a result of a users action, lifecycle or data point. This could be a welcome series generated after a newsletter sign up, an abandoned cart or a simple birthday email. Automated campaigns run in the background alongside your usual broadcast emails and can be a single email or a series of messages. Research by Marketing Sherpa showed that marketing teams using automation enjoy 70% higher email results than traditional campaigns. If we do these well, these campaigns hold the key to building lasting relationships. Although many have mastered some simple automations I will be taking you through the automations that I think will have the highest impact in 2017 especially for the Retail and Travel & Leisure industries
- Against our Email Maturity Model we have also mapped what we believe to be the campaigns that drive you the most powerful results. In my opinion the campaigns that will drive the best results into 2017 are – The Welcome: The Journey based campaigns : The Abandoned Browse : The Abandoned Basket and the automations that are driven by Machine learning.
- Welcome emails are perhaps the most important of all automations, yet they are so commonly overlooked by brands who simply choose to add new subscribers to a list and wait until their next newsletter goes out before communicating with them. Given that welcome emails get 320% more revenue than promotional emails, an 86% increase in open rates and a 196% increase in CTR (entrepreneur.com) it’s hard to understand why email marketers aren’t making the most of this campaign type. We’ve compiled our top ten tips to help you optimise your client’s welcome campaigns: Be quick It’s best practice to send a welcome email immediately after the subscriber has signed up. In fact, many subscribers expect an email within the first 60 minutes so not sending an automated welcome email can negatively impact your brand (and revenue). Optimise the subject line As with any email, the subject line is crucial. Rather than opting for a generic “Welcome to {Company} why not try something more in line with your brand’s tone? Or including first name personalisation? Say thank you They have just parted with their data, so the least you can do is say thank you. This also helps to build brand loyalty and personality, making them feel like part of a community. Set expectations What types of communications will the subscriber receive? And how often? Setting their expectations early on in their lifecycle with you means they are less likely to unsubscribe in the future. Get in the inbox Make sure emails aren’t diverted to the junk folder and ask to be added to the safe senders list. Grow your followers Welcome emails are the perfect way to increase your following on social media. Simply include your top social media channel’s icons and ask the subscriber to follow you. Acquire more data Capitalise on the subscriber being at their most engaged and and ask them to personalise their email preferences. Extra data you collect now means you can be more targeted and segmented in the future. Give them the option to unsubscribe Be compliant with CAN-SPAM and make sure that all emails, including the welcome email, have a clear unsubscribe link. Optimise for mobile It is estimated that anywhere between 40-50% of emails are now viewed on a mobile device so it’s crucial your emails are optimised for mobile. Make sure your campaigns are fully tested and render correctly on all devices. Keep it simple Clearly there’s a wealth of content that you can include in your welcome campaigns, but remember to keep it simple. Use images to show off your product range and ensure any CTAs are concise and to the point. Don’t forget that at the point of signing up to your newsletter or promotion the subscriber is at their most engaged with a company, take advantage!
- Browse abandonment emails are a great example of customer lifecycle marketing in action; of trying to push through that conversion, whether it’s a subscriber you want to turn into a first-time purchaser, a one-off shopper who you’d like to nurture into a repeat customer, a ‘hero’ customer who’s active on your site but hasn’t purchased in a while (the list goes on). Agoodbrowseabandonmentemailhasthefollowingdesignfeatures Easily recognizable in the in-box, so recipients will open it - ie from the sender, subject and pre-header. These must identify the brand, the purpose of the email (e.g. Thank you for visiting or Did you need any help?) and possibly include the name of one viewed product. Content must be clear and simple. The reader must "get it" in two seconds. It's especially important to keep a light touch, because you are dealing with a repeat visitor (otherwise how do you have an email address?) but they have not chosen a specific product this time and so their engagement may be low. Follows your website branding and tone of voice. Shows one or more of the viewed products - using content from the abandonment system. These products are shown as if in a catalog, not a shopping cart. Includes related product suggestions - using content from the abandonment system Has a strong, clear call-to-action that links to your checkout process, or one call-to-action per product, so it's easy for shoppers to click and return. Does NOT have basic personalization, e.g. "Dear Steve Jones". This is controversial. Some marketers strongly recommend it; some think it's been over-used by spammers. We think it's best avoided for browse abandonment emails, because engagement may be low and personalization may come across as creepy. But you know your customers best, so make up your own mind. Has a navigation bar. This is also controversial. We recommend it for browse abandonment emails, because shoppers won't necessarily want to return to a specific product. Again, make up your own mind. May have an unsubscribe link. Most abandonment emails don't have them, because it's not usually a legal requirement for transactional emails (this is just a blog post, not legal advice). We recommend that you do have an unsubscribe link at the bottom, because it's polite and it avoids people using the spam button to unsubscribe. But basically you decide.
- Why do customers abandon their carts? You should never, ever assume that a customer has failed to complete a purchase simply because they decided they didn’t want the product any more. In fact, there are a variety of reasons why cart abandonment occurs. The most common of these, according to Worldpay, is that the buyer was met with unexpected costs when they reached the checkout stage, most typically postage. Here are some more reasons why they may have decided against making a purchase on this particular visit: Found the product cheaper elsewhere Problems with the website Customer was just browsing and wanted to save the items for later Got distracted – may have had to switch tasks unexpectedly Don’t fret – all these issues can be solved and addressed by a well-designed email remarketing campaign. You won’t win every customer back, of course, but even enticing just a small percentage of the wayward shoppers to return is better than nothing. Plus, with experience, you’ll be able to refine your tactics to boost that percentage even higher. Personalisation is essential No one wants to be seen as ‘just another customer’ – they all want to be appreciated and made to feel special, otherwise they may as well go and spend their money elsewhere. Therefore, you should never send out emails beginning ‘Dear customer’; if you have their name, then use it! Ideally, you should include the person’s name, as well as the item left behind in the email’s subject line. For example: “Hey Hannah, you left your iPad Mini cover in our basket…” Without even opening the email, the customer is reminded of their intended purchase and feels as if the retailer really cares about their custom. The use of ‘your’ instead of ‘an’ makes it seem like the product is rightfully theirs too! A good subject line is key if you want the receiver to open your email, instead of just deleting it or sending it to spam. Time it right More than half of customers (54 per cent) are won back from a remarketing email they received in the first few hours of them abandoning their cart. In contrast, an email sent 48 hours later only tempts back ten per cent of customers, research from SeeWhy shows. Therefore, acting fast is vital. However, if a customer has abandoned a cart at midnight, it’s probably not a great idea to send an email at 2am. Instead, wait until the next morning. Do your research to find out which times garner the highest open rates. Create urgency If your customer really wants that product, an email telling them it might sell out or the sale it’s in is ending soon is sure to persuade them to make a purchase. You might even choose to ‘expire’ their cart after a set number of days – tell your customers this so they can reinstate it and checkout before it’s too late! In your email copy, use words and phrases like ‘quick’, ‘hurry’, ‘time is running out’ and ‘sale ends soon’ to create this sense of urgency, but be careful not to be too pushy. Your customers will certainly not like that. Make it easy Some retailers get it so, so wrong by not including a link to the product left behind, or even the shopping cart itself. People are lazy and won’t want to return to their cart if it means leaving their emails and manually typing in your website’s address. Always include a link to their shopping cart, along with images and prices of the items they left behind. You may even want to recommend similar or alternative products, just in case the reason they left was because they decided that product wasn’t particularly right for their needs. Reassure them Consumers are a nervous bunch, especially when it comes to online purchases. What if that dress doesn’t fit? Is that book really any good? Why should I buy from this business and not its competitor? To calm these fears, include customer reviews in your remarketing emails. They’ll show that the product is of a good quality and is definitely what they want, as well as the fact that the people who do business with you are happy customers. Confidence is key, and 70 per cent of customers trust recommendations from other users, according to Econsultancy. As mentioned earlier, some visitors choose to leave their carts behind because they found a better price elsewhere. If you show them your customer satisfaction ratings, offer a special loyalty scheme and attempt to win them back rather than forget about them, they may decide to buy with you after all. Offer a discount Many retailers now attempt to push customers to finish the checkout process by offering them money off everything sat in their cart. It’s becoming such a common practice, in fact, that some savvy shoppers now abandon their baskets on purpose, just to see if they get a ‘ten per cent off’ email five minutes later. You may not want to offer a discount straight away – you could stick with just a reminder email first. However, a discount is a good follow-up idea if the first email doesn’t reel them in. Don’t want to offer money off? How about free shipping? Almost two thirds of customers (61 per cent) are likely to abandon their carts if the retailer doesn’t offer free shipping, research from ComScore reveals. If you already provide this, try offering free next day delivery or an extra small item with their purchase if they spend over a certain amount. They might buy from you and spend more than they were originally planning to. A win-win. Offer them help People could be leaving their carts behind because of technical reasons unbeknownst to you. If a customer can’t checkout, eventually they’ll be forced to give up and go somewhere else. For this reason, it’s important to include the number of your customer services helpline or a link to your live web chat, if you have one, in your follow-up email. Not only will you be able to help them complete their purchase, you’ll also learn of any technical problems with your website, which you can then fix. This will help reduce cart abandonment in the future and show customers you’re willing to go the extra mile. Ask them why Not enough retailers quiz customers why they decided not to make a purchase that day, yet it is incredibly easy to create a short, simple survey that gathers data about cart abandonment. Even if you don’t win that customer back, you’ll learn some valuable lessons and can use this information to improve your services. What have you got to lose? It may seem like a lot of work, but if you really care about those lost customers, you won’t want them to stay lost. Cart abandonment is a common problem that all retailers have to face, but many (even the big ones!) aren’t attempting to solve it. Get ahead of your competition and start winning those customers back today.
- Aside from achieving the sale – it’s about creating a meaningful experience and using this opportunity to demonstrate that you understand your customers.
- Cart abandonment is one of the biggest challenges facing online retailers, with three-quarters of customers effectively walking away at the till. On the High Street, everyone does "cart abandonment". My partner runs a nail salon and she told me how, last week, a woman brought in her teenage daughter to get her nails done for the school prom. The member of staff who should have helped was busy, so the couple wandered around, were unable to decide on a nail color, and headed for the door. Quick as a flash, my partner was at their side, helping them and saving the sale. On the Internet, "cart abandonment emails" do the same job. They are straightforward, focused, real-time emails to call shoppers back and help complete their order. They are different from newsletters, and marketing brochures, and advertising. So how do you design one? Here's a guide and some examples to help you.
- Machine learning has been applied to many real world problems – from medical diagnosis, speech recognition to fraud prevention. Automation tools can allow you to track consumers behaviours and use this data to learn about segmented behaviours to predict what others might do. Apple recently announced that the iPhone 7 would use machine learning in its camera to recognize faces, imagery, and even the lighting in a room, making Apple the latest tech company to give primacy to its use of machine learning. • According to Gartner’s research vice president, Alexander Linden, “Ten years ago, we struggled to find 10 machine learning-based business applications. Now we struggle to find 10 that don’t use it.”
- "People like you buy" This looks back at the history for each individual shopper and what products they've browsed. It then looks back at other people who browsed those products and recommends the products which they ended up buying. This is a great general purpose recommendation type for use on many different types of web pages and helps improve your Website Personalisation.
- This looks at the product on the current page. It then looks back at what people who bought this product have ended up buying with it. This is great as a cross sell recommendation tool for use on product pages and/or cart pages, or in Cart and Browse Abandon Emails. It would also work well as an additional "did you forget" page on the checkout, after the cart page.
- This promotes the highest converting product which is bought by people viewing the current product. It's a great way for an eCommerce store to show a larger amount of their product inventory to web browsers.
- Before you start setting up your automations it is so important to think of these key factors:- Data Psychology Creativity Mobile And don’t forget!
- Psychology is used for TV, billboards, radio, magazines, etc. but not often considered before designing our emails.
- We are faced with tons of decisions to make each day, advertising and marketing surrounds us. Inboxes are full to the brim, mobiles are pinging – so the part of our brain that makes decision is generally the instinct. So with psychological factors influencing email behaviour it is hard to ignore them.
- Psychology is used for TV, billboards, radio, magazines, etc. but not often considered before designing our emails.
- Change in the call to action language saw a massive increase in click through rates. Focus now is about getting people onto the site to then donate. Due to the nature of what they do and the causes they are trying to fight, they want to create more of a journey for their users Images of people invoke a more powerful emotional response.
- Cart abandonment is one of the biggest challenges facing online retailers, with three-quarters of customers effectively walking away at the till. On the High Street, everyone does "cart abandonment". My partner runs a nail salon and she told me how, last week, a woman brought in her teenage daughter to get her nails done for the school prom. The member of staff who should have helped was busy, so the couple wandered around, were unable to decide on a nail color, and headed for the door. Quick as a flash, my partner was at their side, helping them and saving the sale. On the Internet, "cart abandonment emails" do the same job. They are straightforward, focused, real-time emails to call shoppers back and help complete their order. They are different from newsletters, and marketing brochures, and advertising. So how do you design one? Here's a guide and some examples to help you.