Listrak + Olapic: Elevating Email Engagement with User- Generated Content
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Listrak CEO, Ross Kramer, and Olapic VP of Account Management, Jon Drennan, lead an informative discussion on the various ways that visual earned content adds a layer of authenticity to email campaigns, and share real-world examples of retailers achieving greater engagement and increased sales as a result.
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Listrak + Olapic: Elevating Email Engagement with User- Generated Content
- 1. #OlaSays #ListrakTrends ©2016. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Listrak. ELEVATING EMAIL ENGAGEMENT WITH USER-GENERATED CONTENT Jon Drennan and Ross Kramer #OlaSays #ListrakTrends
- 2. #OlaSays #ListrakTrends BEFORE WE GET STARTED • We are recording today’s session and you will receive a link via email • We’d like this to be interactive – please use the Q&A panel to ask questions throughout the presentation • Follow the conversation on Twitter #OlaSays #ListrakTrends
- 3. #OlaSays #ListrakTrends TODAY’S SPEAKERS Ross Kramer Listrak CEO Jon Drennan Olapic VP of Account Management
- 4. #OlaSays #ListrakTrends ABOUT LISTRAK • Founded in 1999 • Marketing automation platform for online and omnichannel retailers • Retail experts • Profitable, growth company • Over 900 clients • Over 200 employees • Headquarters in PA, office in LA
- 6. #OlaSays #ListrakTrends ABOUT OLAPIC • Founded in 2010 • Visual marketing technology company serving leading retailers and brands • More than 300 clients worldwide • Headquarters in New York with offices in Cordoba, and London • Badged Facebook & Instagram Partner
- 8. #OlaSays #ListrakTrends THE USER-GENERATED CONTENT REVOLUTION
- 9. #OlaSays #ListrakTrends OWNED CONTENT Content designed and produced by an in-house team. PAID CONTENT Content a brand pays to produce - generally through a content marketplace, an agency, or other third parties OWNED MEDIA Digital properties (ecommerce/web), mobile apps, email marketing subscription list, physical presence. PAID MEDIA Advertising, sponsored distribution. EARNED MEDIA Social sharing and WOM distribution. THE STATE OF CONTENT THE STATE OF DISTRIBUTION
- 10. #OlaSays #ListrakTrends TODAY THERE IS AN IMBALANCE QUALITY CONTENT DISTRIBUTION CHANNELS
- 11. #OlaSays #ListrakTrends MARKETERS ARE FEELING THE CONTENT CRUNCH AND THE DEMAND FOR VISUAL CONTENT Not enough content. Brands are struggling to produce fresh content for every audience segment across every channel. Ineffective content. Whether stock images or brand- created, finding a variety of high-performing, quality content remains a challenge.
- 12. #OlaSays #ListrakTrends INTRODUCING EARNED CONTENT POWERED BY VISUAL USER-GENERATED CONTENT increase in CTR when shoppers interact with user- generated content 43% of consumers trust user- generated content more than other branded images 63% Conversion rate when shoppers interact with user-generated content 2-3x of millennials say UGC influences their product purchases 53% of consumers say they’d be more likely to buy clothing online if ads featured photos of real people wearing it 32%
- 13. #OlaSays #ListrakTrends SPREADING THE USE OF PHOTOS SAVVY BRANDS ARE EXTENDING UGC ACROSS THE CUSTOMER LIFECYCLE ACROSS ALL MARKETING CHANNELS. Print Marketing Mobile Commerce In-Store dvertising eCommerce Email Marketing Social Advertising Offline
- 14. #OlaSays #ListrakTrends SPREADING THE USE OF PHOTOS BUT WITH SUCH A LARGE PERCENTAGE OF REVENUE DRIVEN FROM EMAIL MARKETING, IT IS A CHANNEL RIPE FOR THE UGC OPPORTUNITY Email Marketing
- 15. #OlaSays #ListrakTrends • Increase in email conversion rate • Increase in website traffic • Increase in sales • Increase in average order value • Content generation BENEFITS OF UGC IN EMAIL
- 16. #OlaSays #ListrakTrends User-generated content outperforms brand content in trigger and promotional emails such as: • Customer favorites • Personalized product recommendations - based on purchase or browser history • Product category promotions • Cart Abandonment • Inventory alerts, such as “back-in-stock” emails EXAMPLES OF UGC IN EMAIL
- 17. #OlaSays #ListrakTrends A UGC SUCCESS STORY
- 19. #OlaSays #ListrakTrends MISSION: to help new parents find the best, safest, most useful and innovative products so they spend less time shopping and more time enjoying parenthood. Products are sold in store across the U.S. and online at www.giggle.com
- 20. #OlaSays #ListrakTrends • Enhance richness of the giggle brand on-site • Increase engagement PHASE ONE: WEBSITE Invite customers to share!
- 21. #OlaSays #ListrakTrends ON-SITE RESULTS • Collected more than 25,000 user generated photos • 25% product coverage throughout site Sales AOV
- 22. #OlaSays #ListrakTrends PHASE TWO: UGC IN EMAIL • Match website richness in email • Extend UGC into triggered emails to increase branding and design
- 24. #OlaSays #ListrakTrends NURTURE CAMPAIGN: BROWSE AND ABANDON Stock photo of last browsed product Olapic UGC Images of browsed product
- 25. #OlaSays #ListrakTrends TRIGGERED EMAIL DAY 5 TRIGGERED EMAIL DAY 2 feat. Olapic TRIGGERED EMAIL DAY 1 TRIGGERED EMAIL DAY 4 feat. Olapic TRIGGERED EMAIL DAY 3
- 26. #OlaSays #ListrakTrends Traditional Product Imagery Traditional Product Imagery + User Generated Content 4.6% Increased Click Through Rate 19.8% Increased Revenue per Email
- 27. #OlaSays #ListrakTrends NURTURE CAMPAIGN: SHOPPING CART ABANDONMENT Triggered Email Triggered Email Featuring Olapic
- 28. #OlaSays #ListrakTrends PHASE THREE: MOBILE
- 30. #OlaSays #ListrakTrends YOU TOO COULD SEE SUCCESS!
Notas del editor
- Ross
- Ross Hand off to Jon
- Olapic is the leading visual marketing platform for collecting, curating, publishing, extending, and analyzing visual user-generated photos across marketing channels and in e-commerce environments. Olapic collects and permissions consumer photos and videos from social media sites including Instagram, Vine, Twitter, Pinterest, and Tumblr to help brands and retailers significantly increase sales and marketing campaign performance by creating more authentic brand experiences.
- And we work with hundreds of leading brands and retailers
- Jon The volume of content that is generated is overwhelming. Users are constantly sharing their experiences through social networks such as FB, Instagram, Pinterest, WhatsApp, and Snapchat. In fact, on those networks alone, more than 22,000 images are uploaded per second.
- Traditionally, brands have leveraged two forms of content – owned content or content that they pay to have produced. When it comes to the channels through which they distribute this content, brands typically share content across their website, their ecommerce site and other owned media. They leverage it in ads and other paid media channels – and of course through social channels and other earned media channels.
- This creates an imbalance. The volume of high-quality content is not aligned\ with the number of distribution channels that marketers need to consider to engage their consumers.
- Which makes marketers really feel what we like to call the content crunch. They especially feel the pressure to constantly generate a flow of visual content – but content that is both suitable for a variety of channels – and high-quality and compelling to ensure its relevant and will capture the consumer’s attention.
- Which is where a third type of content comes in to play – earned content – and specifically visual content that is user-generated. It’s an incredibly powerful and influential type of content – and we have the numbers to prove it. <stay on page for a bit> <call out a few of the stats>
- And this content works across channels and we see brands utilize it across their ecommerce sites, in their paid media campaigns, in their stores, and even their print marketing.
- Increase in Conversion Rate: Increase in Engagement: Increase in Sales: One beauty brand saw a 30% increase in daily sales when including UGC in emails Increase in AOV: One retailer noticed that the AOV from emails with UGC is 28% higher than from those without. Content Generation: One client saw over 2,500 more photos come in on Instagram the week after sending an email soliciting content!
- Ross will talk about these examples in more detail.
- In fact, over to Ross to showcase how one of our joint clients has seen success incorporating UGC into their marketing strategies and leveraging our partnership and integration to do so easily.
- Ross Share a joint client success story
- Ross
- Ross – Explain that Olapic achieved this objective on giggle’s website Objective: Supplement professional product photography with user generated photos of products being used in everyday life
- Of customers who interacted with the photos, 11% converted into sales 26% increase in AOV
- Ross Listrak and Olapic were able to team up and integrated the same engaging UGC from giggle’s site into their email campaigns. Incorporate same engaging UGC into auto triggered emails, which typically lack branding and design
- Ross Listrak is the first marketing automation platform that is directly integrated with Olapic. User Generated Content can be integrated into any Listrak solution that incorporates product photos. Let’s take a look at some examples of UGC being used in giggle’s email campaigns, as well as what
- Ross Breakdown of a Browse and Abandon email with UGC included Campaign Results giggle has more than 5x as many browse abandoners than cart abandoners 76% of the conversions from the campaign are attributed to the personalized product recommendations AOV for the Browse and Abandonment Nurture Campaign is more than 28% higher than that of giggle’s traditional Browse Abandonment campaign
- Ross - BAN Here we see what a full Browse and Abandon Nurture campaign from giggle looks like. This shopper visited giggle’s website and viewed Sophie the Giraffe.
- Ross
- Ross Campaigns – Shopping Cart Abandonment (Nurture) Campaign Results giggle’s SCAN campaign has the highest conversion rate of any of the retailer’s campaigns – 22% SCAN Produces 12% of giggle’s total email revenue The personalized product recommendations, often depicted by Olapic user-generated images, account for nearly 20% of conversions
- Ross Shout out to OvenBits SCA email capability
- Ross and Jon back and forth discussion Retailers who would benefit from the in-real-life scenario that social imagery provides for their products For example: baby/kid, clothing, jewelry, other accessories, Ask yourself, would a customer be likely to share a photo of themselves and my product on social media? Retailers who are looking to increase their number of product photos Drive more product purchases Shows utility of your products
- Listrak Questions 1. What ratio of UGC photos to stock product photos do you recommend in email campaigns? Olapic Questions Do brands have to get permission to use the photos in email?