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www.cloud-iq.com
7 Email Marketing Tactics
to Optimise Conversions
for e-Commerce
www.cloud-iq.com
Our Speakers today
Kath Pay
Marketing Director,
Cloud.IQ
@KathPay
Lotty Cumming
Marketing Manager,
cloud.IQ
@cloudiqapps
www.cloud-iq.com
#emailmarketing
@cloudiqapps
@kathpay
Tweeting?
www.cloud-iq.com
Want to view the recorded webinar?
Please click here
to gain access
www.cloud-iq.com
Turn visitors into customers with
cloud.IQ site abandonment tools
• Established 2002
• Remarketing and conversion experts
• On and off site personalisation
• cartRecovery and behavioural email
• Personalised Overlays
• Increase revenues by 20%
• In-depth data and insight
• Start with FREE cartAnalyser
www.cloud-iq.com
www.cloud-iq.com
For every $92 spend acquiring
customers, only $1 is spent on
conversion rate optimisation
Source: Econsultancy 2012
www.cloud-iq.com
7 tactics
www.cloud-iq.com
#1.
Make capturing
email addresses a
priority
www.cloud-iq.com
Don’t hide your sign-up form
www.cloud-iq.com
Example Online Sign-up Test
30% lift in Website Email
Conversion Rate
Revenue generated from new
visitors to the site didn’t
decrease - it increased.
Source: Alchemy Worx
www.cloud-iq.com
Above the fold &
prominent
www.cloud-iq.com
www.cloud-iq.com
Sell the benefits of signing up
www.cloud-iq.com
Progressive Registration
www.cloud-iq.com
Now nicely ask them for more!
www.cloud-iq.com
Keep their journey flowing…
www.cloud-iq.com
#2.
1st Purchase
Programme
www.cloud-iq.com
• Highest open & click rates
• Opportunity to sell
• Offers related to their search/shopping
behaviour
The opportunity: why?
www.cloud-iq.com
Welcome new subscriber
www.cloud-iq.com
www.cloud-iq.com
#3.
2nd Purchase
Programme
www.cloud-iq.com
Welcome new customer
www.cloud-iq.com
Get serious with a series
1 2 3 4 5
Source: AlchemyWorx
www.cloud-iq.com
Retail Lifecycle Programmeycle
program1st Purchase Prog 2nd Purchase Prog Milestone triggers Lapsed
Source: AlchemyWorx
www.cloud-iq.com
#4.
Maximise
the post-purchase
experience!
www.cloud-iq.com
Only 21% of online retailers use
event-triggered emails
Source: Econsultancy 2012
www.cloud-iq.com
“Thank you for
shopping with
us!”
www.cloud-iq.com
Transpromo
www.cloud-iq.com
Transpromo
www.cloud-iq.com
Bought a bike helmet
Save on cycling gear
More relevant content
Post Purchase
www.cloud-iq.com
Replenishment
www.cloud-iq.com
#5.
Recovering
abandoned
shopping carts
www.cloud-iq.com
The opportunity
75% of shopping carts are abandoned right
before the transaction is completed
Source: cloud.IQ
www.cloud-iq.com
The Reality
Only 35% of online retailers perform cart
abandonment analysis
Source: Econsultancy 2014
www.cloud-iq.com
Send an abandoned shopping cart email…or 3
www.cloud-iq.com
The sooner, the better
• 54% of all carts that are successfully
recovered are won back within the first few
hours after abandonment.
• An additional 10% can be recovered within
48 hours
Source: SeeWhy
www.cloud-iq.com
Woodhouse Clothing
12.9% Lost
Sales
Converted
9.45%
Increase in
Online
Turnover
23,653%
ROI
www.cloud-iq.com
Qbic Hotels
12.27%
Lost Sales
Converted
7.27%
Increase in
Online
Turnover
4,365%
ROI
www.cloud-iq.com
Qbic
“Cart recovery is an absolute no brainer in terms of return on
investment: now 10-25% of our total revenue comes from the
sales made from abandoned carts. It’s one of the simplest
things we’ve done to increase sales”
— Julie Fawcett, Head of Ecommerce
www.cloud-iq.com
Capture the email address as the 1st step
www.cloud-iq.com
#6.
Browser
Abandonment
www.cloud-iq.com
Encourage an
unknown visitor to
self-identify
Allows Woodhouse to
remarket to an
astounding 83% of
abandoners.
www.cloud-iq.com
www.cloud-iq.com
Be customer-
service
oriented
www.cloud-iq.com
Observed: Browsed not bought
Results versus general email:
Conversion rate: 44% increase
Note: The conversion rate will
be optimised if the products
are relevant to what has been
browsed
www.cloud-iq.com
#7.
Testing is key!
www.cloud-iq.com
Only 58% of online retailers
perform Customer Journey
Analysis
Source: Econsultancy 2014
www.cloud-iq.com
Greater ROI for those who test
Proportion of companies reporting ‘excellent’ or ‘good’ ROI
Over twice
as likely
(118%) to
report
“excellent” or
“good” ROI
Test regularly
Source:
Econsultancy’s Email
Marketing Census
2012
Econsultancy 2014
www.cloud-iq.com
Test your automated processes!
• A increased total orders by 21%
• And revenue by 35%
• Even though A had a 10.5% lower open rate than B
• *Sent 50/50 split test over 4 weeks to abandoners.
A Reminder: Items Saved in Your Cart – Shop Now for an Extra 10% off
B Come back and Save an Extra 10%
www.cloud-iq.com
siteAnalyser:
Universal tag collects
complete journey
• Traffic source
• Device’s used
• IP Address
• First & last time on site
• Full user journey, Page URL’s
• Items added
• Personal details captured
• Browser used
• Fields filled in
• Blur or init
www.cloud-iq.com
exitCapture:
How it works
• Tracks a user’s site activity, down
to every single cursor movement
to calculate exactly when they’re
about to leave your site
• Dynamically generated, profile
relevant content such as exclusive
products, discounts, news, etc.
• 300% more email opt-ins
• 10% increase in conversion
Edit Content
When you
want
www.cloud-iq.com
cartRecovery:
How it works
• Use the interactive dashboard to
drill down to specific times of day
• Analyse the number of customers
that abandon, their cart value,
email performance metrics and
value of recovered sales
• Compare cart performance pre
and post remarketing
• Convert 20% back to completion
Reminder
35 min
www.cloud-iq.com
35 Kingsland Rd
Shoreditch
London E2 8AA
United Kingdom
T : +44 (0)845 498 9426
F : +44 (0)2077 397 742
Email : uk@cloud-iq.com
Get in touch for
more information
www.cloud-iq.com
Questions?

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