Discover how to leverage technology to listen to customers’ data, segment customers based on preferences and behaviors, and use those segments to create personalized, valuable marketing messages.

1. Effective Email Marketing For
Ecommerce 2019 Summit
Marketing Strategies to Boost Your Brand’s Growth from Email Re-engagement to Attribution
Wednesday, March 20th 10am PT

2. JUSTUNO PRESENTS:
BUILDING AN EFFECTIVE 1:1
MARKETING LOOP
11 - 11:45 am PT
ELITE SEM PRESENTS:
TOP 5 EMAIL MARKETING MISTAKES
KLAVIYO PRESENTS:
BUILDING QUALITY RELATIONSHIPS
WITH CUSTOMERS, AT SCALE.
Today’s Timeline
10 - 10:45 am PT
12 - 12:45 am PT

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Persephanie Arellano
Webinar Coordinator

4. Today’s Speaker
Lizzie Nirenberg
Partner Marketing Manager

5. Building Quality
Relationships. At Scale.

6. Meet Joe

7. LISTEN
ANALYZE /
UNDERSTAND
COMMUNICATE

9. LISTEN
ANALYZE /
UNDERSTAND
COMMUNICATE

10. Agenda
Advanced Email Flows
“It’s not who you are underneath.
It’s what you DO that defines you.”
— Batman Begins

11. LISTEN

12. Listen
Observe Ask

13. Observing Data

14. Ecommerce Data

15. BehavioralTransactional
⬝ Previous Purchases
⬝ Order values
⬝ Product Categorizations
⬝ Purchase frequency
⬝ Viewed Products
⬝ Shopping Frequency
⬝ Cart Abandonment

16. Email Data

18. Third-Party Data

19. Integrations

20. Loyalty Programs
Access this data
● Customer Points Balance
● Customer Referral URL
● VIP Tier Name
● VIP tier ID
1

21. Payment Software
Access this data
● Issued Invoice
● Successfully Paid
● Failed Payment
● Refunded Payment
2

22. Shipping and Tracking
Access this data
● When a shipment has shipped
● When a shipment has been delivered
● Tracking codes
● Order IDs
3

23. Asking for Data

24. Email Triggers
Progressive profiling as users click on Emails
Onsite Forms
Top of the funnel and progressive profiling as users browse
Methods for Asking

25. Email Triggers

26. ANALYZE

27. Recency Frequency Recency Frequency
Behavioral Transactional
Monetary Value
eCommerce Data

28. RECENT
Within 4 months
NOT RECENT
4 to 13 months ago
FREQUENT
3 times or more
HIGH VALUE
Above AOV
LOW VALUE
At or below AOV

29. Limited deals,
best offers
Push over
the line
WAITING FOR WOWS
Tease perks,
replenishment
Increase
frequency
POTENTIAL HIGH ROLLERS
Best sellers,
related products
Increase AOV or
frequency
POTENTIAL ENTHUSIASTS
● Recent
● Not Frequent
● Low Value
● Recent
● Not Frequent
● High Value
Sell value, FOMO,
mild discounts
Nudge over
the line
NEARLY THERES
● Recent
● Not Frequent
● Recent
● Frequent
Related products,
volume discount
Increase Average
Order Value
BRAND ENTHUSIASTS
Perks, exclusivity,
advocacy prompts
Retain and leverage
HIGH ROLLERS
● Recent
● Frequent
● High Value
● Recent
● Frequent
● Low Value
CORE MARKETING AUDIENCE
75% OF YOUR TIME GOES HERE
RULES FOR EFFECTIVE SEGMENTATION

30. New & improved,
special offers
Go all in to win back
LAPSED HIGH ROLLERS
Experiment away,
but cautiously
Test win back
strategies
LAPSED ENTHUSIASTS
● Lapsed
● Frequent
● Low Value
● Lapsed
● Frequent
● High Value
WINBACKS
20% TIME SPENT
RULES FOR EFFECTIVE SEGMENTATION

31. Batch test:
25% of segment
Win back
as possible
JUST PASSIN’ THROUGHS
● Lapsed
● Not Frequent
● Low Value
Batch test:
10% of segment
Win back
as possible
FALSE STARTS
Batch test:
50% of segment
Win back
as possible
ONE-HIT WONDERS
● Lapsed
● Not Frequent
● High Value
● Lapsed
● Frequent
USE CAUTION
5% TIME SPENT
RULES FOR EFFECTIVE SEGMENTATION
Minimum performance to expand
tests includes 10% or higher open
rate; under 3% unsubscribe rate; and
under 0.08% spam complaint rate.

32. Cut the
dead weight
Prevent them from
damaging your rep
NOTHING BUT TROUBLE
● Lapsed
● Not Frequent
AVOID
0% TIME SPENT
RULES FOR EFFECTIVE SEGMENTATION

33. ACT

34. Convert those that
add to cart, but
don’t buy

35. Goal
Improve conversion rate for
Abandoned Carts
Audience Considerations
Segment High Value vs. Low Value carts
CONVERT ABANDONED CARTS

36. CONVERT ABANDONED CARTS

37. Drive Repeat
Purchases

38. Goal
Build a detailed post-purchase journey that includes:
Audience Considerations
Every customer after they purchase, segmented by new vs. returning
● An immediate bounce-back offer
● Educational content on how to best leverage the product
● A cross-sell sequence based on the category they
purchased from
● A winback email timed around a known replenishment
cycle or the customer’s predicted date of next order
DRIVE REPEAT PURCHASES

39. DRIVE REPEAT PURCHASES

40. DRIVE REPEAT PURCHASES

41. Build Customer
Loyalty

42. Goal
Use automation to drive timely touch points with your
customers & leverage all data available to give customers
a tailored journey as they continue purchasing from you
to extend lifetime value.
Audience
All existing customers, with segmented sending
based on loyalty status and personal data
POST-
PURCHASE
Free gift on your
birthday!
Thanks for
your order!
COUNTDOWN TO
BIRTHDAY
PURCHASE
ANNIVERSARY
You’re a
Platinum VIP!
LOYALTY
TIERS
Exclusive sale,
don’t miss out!
SPECIAL
ACCESS
Happy
(first purchase)
Anniversary!BUILD CUSTOMER LOYALTY

44. OMG! Bella’s birthday is in 30 Days (30 days before)
Throw Bella the best birthday party ever! (27 days before)
It’s not too late to order a cake for Bella! (3 days before)
HAPPY HALF BIRTHDAY TO BELLA (144 days after)

45. Key Takeaways
● Listen to all aspects of customer data
● Analyze data to segment customers
● Act with purpose

47. Q & A
Lizzie Nirenberg
Partner Marketing Manager

48. Effective Email Marketing For
Ecommerce 2019 Summit
Please hold for our next presentation starting at 12pm PT / 3pm ET
JUSTUNO PRESENTS:
BUILDING AN EFFECTIVE 1:1
MARKETING LOOP