Webinar Will Start at 2:04

6 eCommerce Micro Campaigns That Drive Macro Revenue

Presenter: Ethan Giffin Host: Eric Jones

Established in 2007 3x Inc5000 recipient Based in Baltimore, Maryland

Focused on Driving Revenue Through Digital Marketing

• Analysis & Strategy• Branding & Creative• Website Development• Inbound Marketing• Conversion Rate Optimization

About Groove

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Poll #1

What is Marketing Automation?

Wouldn’t it Be Cool if You Could…

Remind someone they forgot their cart?

Say hello to new visitors on your site?

Welcome a new

customer?

Win back folks who haven’t ordered in awhile?

Remind customers to reorder toilet paper?

Marketing Automation is the use of software to automate marketing

processes such as customer segmentation and campaign

management.

Automation for eCommerce

HubShop.lyThe #1 way to sync customer and order data

from your eCommerce platformwith HubSpot's powerful suite

of inbound marketing and reporting tools.

Poll #2

Micro Campaigns = Macro Revenue$

How People Purchase

Micro Campaign #1Welcome Them with a Series

◼ Yes, Its Annoying…

◼ But List Growth will Look Like a Hockey Stick

◼ Cookie the Visitor

◼ Only show Every 30-60 Days

◼ 2-3 Emails until they Buy

◼ Test Promos Different Promos

◼ Don’t Always Give Away Margin… Simple Gifts Work…

Welcome Series

Micro Campaign #2Reclaim the Cart

◼ Start Workflow within 60-90 minutes

◼ 2-5 Emails in Series

◼ See What Converts / Find the Sweet Spot…

◼ Start with Reminders

◼ Work Towards an Offer if Needed

◼ Free Gifts are Great

◼ 2nd Email 8-12 Hours Later

◼ 3rd Email 24 hours Later

Abandoned Cart

Micro Campaign #3Its All About That #PPFU

◼ Send an Email Asking for Ratings & Reviews

◼ 23-30 Days Post Order Shipping

◼ Great Chance to Cross Sell

◼ Show Related Products

◼ Send Reminder Email 15 Days Later

Post Purchase Follow Up

Micro Campaign #4Reward Your Most Valuable Customers

◼ Give Them Offers First

◼ Tell Them They Are Special…

◼ Bakers Dozen

◼ Always Try to Move Customers to Next Tier

◼ $150 > $250 Lifetime Revenue

◼ $250 > $500 Lifetime Revenue

◼ Better ROI Across All Paid Channels

VIP Customers

Micro Campaign #5Win Back Those Who Have Faded

Away

◼ Save Customers Before They Drop Off Cliff…

◼ Depending on What you Sell…

◼ 90 Day List

◼ 180 Day List

◼ 365 Day List / No Man’s Land!

◼ Sometimes A Nudge is All You Need

Win Back Series

Micro Campaign #6Don’t Forget Your (Order) Anniversary

◼ Send an Email at Anniversary of Order Date

◼ Be Fun, Not Serious

◼ Offers Work Well Here

Order Anniversary

Micro Campaign #7 (Bonus!)Automate Social Advertising

◼ Social Advertising

◼ Syncs HubSpot with Facebook Custom Audiences

◼ Re-engage inactive customers that don’t open your email with a Facebook Newsfeed Ad

◼ Acquire new customers by targeting “lookalikes audiences” modeled from existing customers

◼ Exclusion-target customers from your ads that have elected not to be contacted or by pulling converters out of a given campaign to prevent wasted ad spend

Its Not Just eMail…

First 12 Months of Automation

Month1

Uncovery & Strategy

Months

2-6

Months

7-12

Adoption

Acceleration

First Wins

JUST DO IT

Poll #3

Q&A