eCommerce - Email Marketing, build your customer relationship

Email Marketing, build your customer relationship to boost the profitability of your eCommerce

eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Associate Project Manager/ Iatreio Online / www.iatreio-online.gr

Stefanos Falkonakis

Athens, Greece, June 2014

HELLO email marketing, bye bye spam

Follow the Anti-Spam laws. Unsubscribe feature, honest headers and truthful subject lines.

Watch your content. exclamations, bold words, images etc.

Positive reputation. Use valuable and easy to understand content and deals.

Use a well reputable email marketing partner.

Don’t purchase email lists

Let’s first analyse

HELLO engagement, but who are you?

• What is engagement?When customers and relationships exist over time; customers don’t see a single campaign but a series of communication, they interact with the campaigns and brand over time.

• How to measure engagement?Interest (subscribers), Attention (opened), Action (Clicked)

• How much engagement is desirable?It’s all about the conversion

• Is there a point at which the cost of getting further engagement is less than the marginal return of doing so?The engagement measure is essentially a measure of recency of interaction, how many customers have interacted within the period. A positive trend is when over each period more customers have interacted. That is the engagement of customers has increased, more of them have a recent interaction than previously.

e/mTechniques

1. Segmentation Techniques

Sort and list your campaigns by:

Gender

Age

Location

Persona Triggers

Previous Purchases

Interest & Needs

Time of Last interaction or Conversion

2. Abandon Cart

Tip?

Why not randomly add a discount voucher?

3. Promote your Social footprint

4. Sharing is Caring

Social Media Integration Includes:

Allow your customers to share your email campaign

Allow customers to connect with your social media networks

Why “push” your email social?

SEO

Brand Awareness

5. Related Content

Tip?

Educate your audience with relative product content

6. Feedback & Reviews

Why?

Get more content

SEO

Engage and Interact with your customers

Upsell – Related Products

Offer a cookie (voucher)

Remarket & Retarget

What to ask for?

Product Reviews

Rate your services

Purchase experience feedback

7. Use Reliability, Security and Trust to convert

8. Promote your Internal News & Updates

“Design”matters

Single Offer

1. Consisted Branding (Company)2. Clear Value Proposition3. Clear and Dominant Call2Action Button4. Relevant Image5. Social Sharing6. Visible Unsubscribe Link 7. Responsive Template

Single Offer (with different variations & packages)

eCommerce or email roundups

1. Primary and Secondary Call2Action2. Real Sender Name

Combining both?

Best used layouts

Thank you!S.Falkonakis@Elsevier.com

eCommerce Marketing Manager / Reed Elsevier / www.elsevier.com Associate Project Manager/ Iatreio Online / www.iatreio-online.gr

Stefanos Falkonakis