Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Email & Mobile Theatre; Top 10 Tips to Increase Conversions & ROI
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
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
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%
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
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
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
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
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
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
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
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