How To Leverage Trust To Optimize Your Email Marketing
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This webinar will show you how to adapt to new consumer and marketing trends in 2017. Trust is becoming more and more important and this presents an opportunity for marketers and brands. The companies that leverage trust in their marketing are the ones who will gain more consumers and keep them.
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How To Leverage Trust To Optimize Your Email Marketing
- 1. 1 How To Leverage Trust To Optimize Your Email Marketing
- 2. 2 Speakers Ben Staveley VP of Operations, dotmailer Brian Merritt VP of Customer Success, Trustpilot
- 3. 3 Agenda 1 About - dotmailer & Trustpilot The Benefits of Email Marketing Best Practices - Automation Client Testimonials The Importance of Trust in Marketing Utilizing Trust in Marketing More about Trustpilot & dotmailer Questions Slides 4 to 5 Slides 6 to 7 Slides 8 to 12 Slides 13 to 14 Slides 15 to 21 Slides 22 to 29 Slides 30 to 32 Slide 33 2 3 4 5 6 7 8
- 4. 4 About dotmailer dotmailer is a leading marketing automation platform with email at its core. Their mission is to empower marketers with the tools that make it easy to get dramatic results, every time. Small, medium and large. dotmailer work with some of the world’s leading and most innovative brands. dotmailer is constantly adding new and useful features to continue to grow.
- 5. 5 We help people buy with confidence Sharing experiences builds trust and transparency We help companies harness the power of reviews About Trustpilot
- 6. 6 The Benefits of Email Marketing
- 7. 7 The Benefits of Email Marketing Retailers know that email marketing is one of the most reliable, personal, and profitable marketing channels. Reliable On average, email marketing accounts for 23% of sales. Lucrative Email is one of the most effective methods of communication with customers. Effective Email can be used to build and gain trust at any point in the customer journey. Trustworthy
- 9. 9 Email Automation What is email automation? An automatic email campaign is set up once and then automatically sent to a particular individual when that person meets a certain trigger. Save Time Program all your emails at once, save time and make faster decisions. Increase Productivity Automation helps you deal with mundane task faster, lets you personalize your emails every time, increases productivity and lowers costs. Save Time Increase Productivity Email Automation
- 10. 10 The Top Automation Emails To Use Welcome series Collect data on customers preferences Abandoned cart/browse Product replenishment Winback series
- 11. 11 Where to Start 1 Technology stack Review the top automation programs and validate your existing tech stack can support you 2 Data hygiene Check for holes and quality of the key data points you need to implement automation 3 Data collection For all the data you are collecting ensure your data labels are clear with good validation on input 4 Content review Look at all the existing content you already have and try and re-purpose as much as you can 5 Test, test, test You will never get automation perfect from day 1, test all the time
- 12. 12 Case Studies
- 13. 13 Case Studies 10% Welcome program revenue 23% Sales recaptured 3 step abandoned cart 20% Product Recommendation Campaign Conversion 1 Monin Monin saw a 10% increase in email revenue from their welcome program. After implementing a popover on the website to capture new email addresses and following up with a welcome program. The company generates $20K a month from this one program alone. 3 Slendertone Slendertone’s re-engagement campaign sends an automated email after 6 days’ of inactivity and they have seen 20% of their customers start using the product again. 2 dotmailer customers As best practice suggests and implements for all our eCommerce customers a 3 step abandoned cart program. The first email is sent within 1 hour, the 2nd a day later and the final email a week after abandonment.
- 14. 14 What’s an example of a very successful email marketing campaign?
- 15. 15 The Rising Importance of Trust in Marketing
- 16. 16 92%of consumers now read online reviews to make sure they can trust a business. https://www.vendasta.com/blog/50-stats-you-need-to- know-about-online-reviews
- 17. 17 83%of consumers trust recommendations from their friends over advertising. https://searchenginewatch.com/2017/02/21/six-stats-on- the-importance-of-trust-in-influencer-marketing/
- 18. 18 80%of consumers trust reviews as much as personal recommendations. https://www.vendasta.com/blog/50-stats-you-need-to- know-about-online-reviews
- 19. 19 22%of brands are trusted. https://searchenginewatch.com/2017/02/21/six-stats-on- the-importance-of-trust-in-influencer-marketing/
- 20. 20 How Brands React To The Lack Of Trust Reviews Direct Contact User-generated content Referrals More articles, less ads Personalized marketing TRUST Testimonials Examples and case studies
- 21. 21 Can you talk about a client who found success utilizing trust in their marketing?
- 22. 22 Utilizing Trust in Marketing
- 23. 23 Leveraging Trust Symbols Examples of Service Reviews
- 24. 24 Using User-Generated Content Video Testimonials On-Site Reviews UGC On Social Platforms
- 25. 25 Using Email Segmentation To Ask Your Power Customers To Leave A Review In Ghurka’s post purchase email where they are asking for feedback on the customer service, they are seeing an open rate of 80% and 20% survey responses. Ghurka Post purchase survey response rate 20% Email example - Collecting reviews
- 26. 26 Using Product Recommendations In Email 1 Click-to-open rate Using dynamic product recommendations within email campaigns improves your click-to-open rate by 73% 3 Unsubscribe rate 56% of people unsubscribe from emails when they feel the content is no longer relevant to them 2 Conversion rate Across all Nosto customers they see a 20% increase in conversion rate from email marketing when including product recommendations within emails
- 27. 27 Client Examples - dotmailer 40% Welcome series open rate 39% Recommendation program open rate 21% Re-engagement on first pass 1 Elemis Elemis send a 6 step welcome series to every new subscriber introducing the Elemis brand. These emails contain valuable content such as application tips, lifestyle content and the occasional discount. 3 Maxtool Maxtool has seen up to 39% in open rate of their product recommendation email. After 5 days of purchase and product recommendation trigger email is sent based on pas purchase. 2 Slendertone Slendertone build a valuable database during their new customer program allowing them to fully understand why someone has purchase their product. As a result their re-engagement campaign contains all the motivation they need to re-engage their users.
- 28. 28 How Staples Builds Trust Throughout Their Purchase Journey Business Survey Google Shopping Ads On-Site Reviews Organic Search Social Media
- 29. 29 Who Are Trustpilot and dotmailer?
- 30. 30 2007 Trustpilot launched 65 Countries 1.8b Page impressions per month 175+k Reviewed websites worldwide 32m Online reviews 72m Visitors a year 10m Unique visits per month 1m New reviews per month
- 31. 31 dotmailer provides an advanced, flexible email marketing software that enables marketers to manage everything themselves, without the help of a technical department or an IT team. Email marketing automation made easy. dotmailer is loved and used around the world. With over 200 employees, the company is now established on 3 continents. 150+ Countries Thousands of happy customers have chosen dotmailer. 70,000+ Customers Reliable & Affordable dotmailer consistently offers a reliable and friendly user interface at an affordable price.
Notas do Editor
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- Brian
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- Open Forum with Brian & Ben
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- Open Forum with Brian & Ben TP to answer - JustFab/Techstyle client
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- Brian Product and service reviews On-site third-party validation increases confidence, builds instant trust and pushes consumers to purchase Shorten decision time When the consumer does then click onto the site, having actual review content to back up that star rating can add some serious value, and build even further confidence in their buying decision with you All service reviews - about the experience of buying from you, not the particular product Typical page - picture, price, description, visible reviews about particular product, not business or experience Reviews useful inform consumers of product - confident buying decision
- Brian Real comments from real people Helping consumers connect with other happy customers who’ve used and liked the products 80% of people trust reviews as much as personal recommendations 48% will visit a website after reading positive reviews on social platforms Source stats: https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews 60% of consumers have higher expectations for customer service now than they did just one year ago. Proving that your business’s customer service is good at every point of the customer journey gives your business more chances to convert consumers into customers 84% of consumers do not trust advertisements anymore. Engaging with consumers takes more time than ever before. It’s getting harder for retailers to convert visitors into customers. Growing lack of trust = consumers are no longer interested in brands that try to sell hard. Today’s shoppers are looking for brands that put their customers first and create communities of brand advocates by rewarding loyalty.
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- Brian 1/Google shopping ads Staples was able to leverage their customer reviews in paid search via the Google Seller Ratings ad extension. These gold stars not only make their ads stand out for both branded and non-branded search terms, they also convey trust driving more people to click on their ad. 2/Onsite As Staples is a household name, prospective customers often come directly to their site to do research before purchasing. Staples displays their third-party verified reviews on their homepage to boost consumer confidence in Staples, whether buying online or in-store. 3/Organic search By amassing reviews on Staples’ dedicated Trustpilot pages, these pages started to rank in organic search for keywords like “Staples reviews” or “Staples UK” - terms often searched by prospective customers when considering buying from Staples. 4/Facebook To boost their social media presence, Staples integrated Trustpilot reviews on their Facebook page, another common channel that prospective customers reference before purchasing. 5/Email marketing Email is another important marketing channel for Staples, driving traffic to their site and influencing purchases. To optimize their email marketing and show transparency, Staples links to their Trustpilot page in the bottom of all marketing emails with the text “See what our customers are saying”.
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- Brian Trustpilot is a global online review community that builds trust and transparency between consumers and businesses. By empowering businesses with a platform to directly engage with their customers, Trustpilot has set new global standards in the value of trust. With 160,000 businesses reviewed on Trustpilot, over 30 million reviews, and 72 million visitors a year, Trustpilot has become the global consumer community powering trust and business insight through genuine and authentic feedback. Trustpilot has created a global consumer community that spans over 65 countries, driving businesses to continuously improve operations, increase customer satisfaction, and further innovation. By connecting consumers and businesses, Trustpilot has turned trust and reputation into a business priority that serves the consumer. -
- Ben Used by over 20,000 marketers worldwide, dotmailer is advanced, flexible email marketing software – designed to be used by marketers themselves, not by a technical department or IT team. With a raft of features ranging from triggered emails, to dynamic content, to social media and CRM integration, dotmailer can offer you everything you need from email marketing software and more! Email marketing has become an essential part of the CRM mix – part of the expanding portfolio of tools which can help you improve effective communication with your markets, your prospective customers and your existing clients. From the raft of email marketing tools available, dotmailer consistently offers a reliable and friendly user interface, advanced features and in-depth reporting at an affordable price.
- Brian, Ben, & Jenny