1. Top 10 Tips to
Increase
Conversions
& ROI
Daniel Harari
VP Client Services

2. About emarsys
• Leading provider of email marketing solutions & services
• Founded September 2000
• Offices in London, Vienna, Munich, Berlin, Beijing, Paris,
Zurich, Istanbul and Hong Kong
• 1000+ customers, 8000+ active users, 50+ countries
• 50 billion emails sent each year

3. Selected Clients

4. Catch them at ‘Hello’
1. Welcome Message

5. Why send a welcome message?
Subscribe to Confirmation
newsletter page
Directed to

Subscribe to
Welcome email Add value
newsletter
Trigger Incentive


6. Why send a welcome message?
• Signing up for newsletter indicates real interest
• A simple ‘you are now registered’ is abusing this interest
• Using the moment to engage the new subscriber
• A welcome message can expect up to 7x higher
response rates than the regular ‘newsletter’

7. Welcome Message
 Sent to all new newsletter subscribers
 Sent 1 day after double opt-in
confirmation
 Includes voucher for first order
 More than 40% open rate
 9.8 % conversion rate

8. Make it relevant & they will react
2. Segmentation

9. Why segment & target?
Email campaign All recepients
1 All content
Send Conversion X%

Email campaign Targeted
recepient
Segment 1
Segment 2 Segment n
Send Conversion X+n%


10. Why and what to segment
• Only relevant content gets continued subscriber
attention
• Relevant content: right offer to right person at right time
• Segmentation criteria:
• Socio-demographic data
• Behavioural data (response and preference history)
• Purchase and monetary data

11. Highly Targeted Incentives
• Hungarian daily deal campaign
• Advanced data-driven targeting
based on demographics and
purchase behaviour
• Achieved consistent 50%
click through rate
• Total campaign conversion of
over 7.6%

12. Save costs on manual labour
3. Content Automation

13. Why automate content?
Content
User Email campaign
sources
Manual Manual

Content
Email campaign
sources
Automated (XML, RSS, etc.)


14. Why automate content?
• Content is already available in electronic format (in
online shop, on website, product DB)  no need to
create it twice
• Technical feasibility of auto-inserting content into email
from external sources
• Saves time and frees up resources
• Allows for fully automated email campaigns

15. Automation
 Daily VIP shopping deals
 All data driven dynamic content
based on recipient preferences
 Content populated automatically
with subscriber import file
 Unique opens 25%
 Saving 5 hours per day from
manual campaign production

16. Try it, before you send it
4. Testing

17. Why test before sending?
Email campaign
Version 1
Send
10%
Conversion
2%

Version 2
Send
10%
Conversion 5%

Send
70%
Version 3
Send
10%
Conversion 3%


18. Why and what to test?
• Testing WILL increase response and conversions
• Methods: split-run and multi-variate testing
• Message elements and other factors to test
• Time and day of sending
• Demographic and behavioural targeting
• Layout and design
• Sender name and subject line
• Offer and text versions
• Call-to-action
• Landing pages

19. A/B Split Testing
 2 different subject lines, 1 using
personalization
 Sent each version to 12% of
recipient list
 Best performing version sent
automatically after 3 hours to
remaining list
 Best version: 18.9% more
revenue

20. Maybe they didn’t see it?
5. Reminders

21. Why send reminders?
Email campaign Conversion
Responders
Reminder to
non-responders

22. Why send reminders?
• To target recipients that didn’t react because they forgot
(distracted, etc.) or they didn’t see the email because of
a cluttered inbox
• Reminders WILL add some additional revenue to the
overall outcome of the campaign

23. Reminders
 Original campaign sent to lapsed
customers 6 months after last
purchase
 Reminder sent 10 days after initial
campaign to all non-responders
 Original campaign:
9% conversions
 Reminder campaign:
6% conversion

24. Don’t let them get away
6. Recapture cart abandoners

25. How to target cart abandoners?
Reminder Purchase
Cart abandoned
campaign continues
 Follow-Up Conversion
Online buying
Cart abandoned Survey
process
 Follow-Up Optimise

26. Why and how to target cart
abandoners?
• Many reasons for abandoning shopping cart
• Need to find out the reasons why
• Need to give abandoners the chance to continue shop
process if abandoned by accident
• Reclaiming potentially lost revenue

27. Abandoned Shopping Cart
 Sent 3 day after order abandoned
 Checking if there was technical
problems, giving customer services
contact details
 Link to view cart – click to return to
website and see items saved in cart
 16.5% conversion rate

28. People who bought this also bought…
7. Cross / Up-selling

29. Why cross/up sell?
Campaign with
Buy online additional offers
Purchase again
Follow-Up Conversion

30. Why and how to cross/up sell?
• Amazon-principle works: buyers are not always aware of
add-on products
• Cross- and up-selling offers are relevant therefore
receive higher conversion rates
• Add-on offers can be added as early as the purchase
confirmation or over the next few weeks

31. Cross-/ Up-selling Promotion
 Sent 1 day after online order
 Includes additional services not
purchased
 9% additional revenue

32. Come back soon…
8. Re-engage

33. How to re-engage buyers?
Buy online Email campaign Purchase again
Wait Incentive

34. Why and how to retain buyers?
• Goal: get a buyer to become a repeat buyer as soon as
possible
• Re-engage using incentives or more relevant content
• Use coupons as ‘thank-you’ and incentive to buy again
soon

35. Re-engage & Retain
 Sent to 1st time buyers 14 days
after their first purchase
 Link to online survey, asking for
feedback
 Voucher for next purchase as
incentive
 Over 50% click rate
 Over 14% conversion rate

36. Reach out beyond the inbox
9. Social sharing

37. Why add social sharing?
Email campaign Recepients Social networks
Send

38. Why & how to add social sharing?
• Facebook and Twitter are the best viral marketing tools
• We all have clicked on something that our friends posted
• Extend the reach of the email message and offers
beyond your subscriber base
• Share options should be per offer/content element =
more relevant for sharing

39. Share on Social Networks
 Convert subscribers to advocates
 Share option for individual content
sections
 Up to 3 times more ‘Shares’ than
‘Forwards’
 Reach of marketing message
increased by 20%
 2% ‘Social’ conversions

40. Inactivity shouldn’t be tolerated
10. Reactivation

41. Why reactivate inactive users?
Inactivity Email campaign Reactivation
Trigger Incentive

42. Why reactivate inactive users?
• Inactive subscribers drive down response rates
• Inactive subscribers impact deliverability
– (Priority inbox depends on activity)
• Why spend money trying to reach subscribers who don’t
respond anymore?
• Sometimes a little incentive and reminder is all that’s
needed

43. Reactivation Mail
 Sent to all users who haven’t
purchased in more than 6
months
 Discount code included with
money off next purchase
 15% of inactive users
reactivated with new purchase

44. Thank you
ANY QUESTIONS?

45. For more information
Visit us on stand C6
 www.emarsys.com
@ UK@emarsys.com
 020 7388 0888
@emarsysUK
emarsys