Successfully Use Email to Close the Smartphone Browse-To-Buy Gap - presented by Loren McDonald at eTail East, August 2014 It’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen. While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping. In this session, McDonald highlighted tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including: • Use responsive design techniques • Add an email message to your onboarding program that encourages customers to register an account and/or store payment information • Promoting social sign-in • Creating educational emails for your shoppers • Re-sending • And much more

1. Successfully
Use
Email
to
Close
the
Smartphone
Browse-­‐To-­‐Buy
Gap

2. Implications
Agenda
The
Data
7
Email
Tactics
/
Solutions
Takeaways
/
Q&A
Today’s
Agenda

3. The
Data
@LorenMcDonald

4. The
Smartphone
Paradox
66%
higher
than
tablet
rate
43%
of
tablet
rate
28%
of
tablet
Less
rate
browsing
time/page
views

5. Source: Litmus, Jan 2014

6. Silverpop
Retail
Mobile
Benchmarks
–
Highs
and
Lows
Low,
average
or
high
-­‐
your
mobile
readership
is
only
increasing
–
and
can’t
be
ignored.

7. Implications
Agenda
The
Data
7
Email
Tactics
/
Solutions
Takeaways
/
Q&A
Agenda
-­‐
Implications

8. 1.
More
than
just
“design”
–
Think
“context”

10. 2.
Poor
Smartphone
Purchase
Experience
Almost
unreadable
Disappearing
cart
pop-­‐over
Multi-­‐step
process
for
unregistered

11. 3.
Inferior
Email
Experience
“Shop
gifts
…”
Setting
up
for
abandonment
Mostly
unreadable
–
“everything”

13. Implications
Agenda
The
Data
7
Email
Tactics
/
Solutions
Takeaways
/
Q&A
Agenda
–
7
Email
Tactics
/
Solutions

15. 1.
Update
Onboarding
/
Welcome
Emails
With
Mobile
Shopping
Info.
@LorenMcDonald

17. Typical
Welcome
Email
Approach
Immediate
3-­‐7
days
7-­‐14
days
Immediate
Stand
alone
Email
#
1
Email
#
2
Email
#
3
3-­‐part
series

18. Add
to
an
existing
email
or
add
as
a
new
email
in
onboarding
series
• Payment
alternatives
(e.g.
PayPal)
• Register
today
/
social-­‐sign-­‐up
option
• Download
our
mobile
app
• Use
our
wishlist
/
save
for
later
function
to
complete
the
purchase
process
later

19. 2.
Use
Responsive
Design
–
Especially
for
Remarketing
Emails
@LorenMcDonald

20. Screensize-­‐apalooza
Small
Medium
Large
iPhone
2.3”
wide
Galaxy
Note
3.2”
wide
Nexus
7
7.3”
wide
BlackBerry
2.6”
wide
iPad
Mini
5.3”
wide
Excite
13
8.5”
wide
Chart
Source:
Litmus

21. Are
your
emails
touch-­‐friendly?
Old
mouse
New
mouse

22. The
Simple
Difference
–
Responsive
Emails
Desktop
Mobile

23. Responsive
Design
-­‐
Hiding
-­‐
Moving
-­‐
Increasing
font
size
-­‐
Increasing
button
size
/
layout
Source: Trendline Interactive

24. 3.
Mobile
Browse
Remarketing
Emails
@LorenMcDonald

25. Smartphone Shopping – Sniffing Around

26. Shopper
Visits
UncommonGoods
“For
Him”
Pages

27. “For
Him”
Browse
Retargeting
Email
2.2%
conv.
rate
vs
1.6%
for
Broadcast
emails
-­‐
Trigger
a
few
hours
after
browsing?
-­‐
Make
mobile
friendly
-­‐
Goal:
Get
smartphone
shoppers
to
return
to
tablet/desktop

28. 4.
Cart
Abandonment
&
Wishlist
Remarketing
@LorenMcDonald

29. Cart
abandonment
remarketing
will
become
even
more
important
in
the
era
of
mobile
shopping.
Think
about
it…

30. Desktop
centric
Lots
going
on
Simpler,
more
mobile
friendly

31. Smartphone
Cart
Abandoners
–
Ideas
to
Test
Test
timing
–
within
an
hour
vs
a
few
hours
later
Mobile
friendly
or
responsive
Add
alternative
payment
process
copy

32. Abandon
Wishlist
Reminders
Offer
a
wishlist
-­‐
use
remarketing
emails
Responsive
/
Mobile
Friendly

33. 5.
Holiday
Shopping
Reminders
@LorenMcDonald

34. -­‐
Register
now
for
easier
and
quicker
checkout
process
during
the
hectic
holidays.
Registering
also
makes
shopping
on
your
smartphone
or
tablet
a
breeze.
-­‐
We
offer
PayPal
payment
option
–
leave
your
credit
card
in
your
wallet
or
purse!
-­‐
Download
our
mobile
app
for
a
superior
mobile
shopping
experience.
-­‐
Use
our
wishlist
/
save
for
later
function
to
complete
the
purchase
process
later.
-­‐
Register
with
social
sign-­‐in
using
your
Facebook
account.

35. 6.
Resend
Promotional
Emails
@LorenMcDonald

36. Resend
to
openers
Highest
revenue-­‐
generating
Ideas
promotion
in
2013
-­‐ Resend
to
mobile
openers
-­‐
Testing
timing
/
24
+
a
few
hours
later?
-­‐ Use
responsive
or
mobile-­‐friendly
design

37. 7.
Save
Till
Later
Reminders
@LorenMcDonald

38. Save
for
Later
Reminder
–
Email/SMS
Sign-­‐Up
Send Email or Text Reminder
Email
Mobile

39. Return
to
Cart
Simple
mobile-­‐
friendly
email
reminder

40. Implications
Agenda
The
Data
7
Email
Tactics
/
Solutions
Takeaways
/
Q&A
Agenda
–
Takeaways
/
Q
&
A

41. Email
Tactics
Add
Mobile
Info
to
Welcome
Series
Go
Responsive
or
Mobile-­‐
Friendly
Deploy
Browse
&
Cart
Reminders
Resend
to
Mobile
Openers
Standalone
Mobile
Info
Emails
Test
Timing
of
Remarketing
Emails
Takeaways
/
Action
Steps

42. www.silverpop.com
@Silverpop
The
Silverpop
Digital
Marketing
Platform