Skip Fidura Client Services Director dotmailer Chairman, Council,
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1 Skip Fidura Client Services Director dotmailer Chairman, Council,
2 % 91b 17% 107b Growth Consumer Sales Growth Online Sales 21% Total Retail Source: Capgemeni 2014
3 Picture from drivendigital.com
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12 Greet Browse Buy Goodbye
13 Greet: Welcome to How are you today? Can I help you find anything in particular? Buy: Upsell/Cross Sell Point out missed offers Answer any questions about payment, returns etc. Would you like to join our mailing list? Browse: Can I find that for you in your size or something that goes with that? Have you seen this offer? If you are too busy, I can hold this for you. Goodbye: Thank you Did you find what you were looking for today? Stop by next week for new stock. Customer satisfaction
14 Greet Browse Buy Good to See You
15 Greet: Welcome program Data capture Landing pages VIP program Browse: Browse abandonment Product recommendations Size guides Product reviews Buy: Order confirmation Shipping confirmation Cross sell/upsell Data capture Good to See You: Thank you Review request/customer sat survey Product Replenishment Lost/Lapsed program Birthday program
16 automation? Enables you to engage with and respond to multiple customer interactions in a scalable way Creates a seamless customer experience Creates timely, structured and relevant 1-to-1 messages in real-time Maximizes opportunity for profitable engagement
17 Slide 17 of 44
18 What do you really need to know when you first meet someone: First name Last name Zip Code or City Capture as much as you can without Slide 18
19 Single welcome Totally on Brand Reinforces the person s decision to sign-up by actually welcoming them Includes Slide 19
20 Series of 2: 1. Welcome Shorter and punchier Unique offer code 2. Data enrichment Natural next step Sets Slide 20
21 Slide 21 of 44
22 Highlight the products that they were viewing or in the cart Position this as a value added service Holding the products for you Anything we can do to help Overcome barriers and objections Feature Slide 22
23 Remind the reader of what is in the cart Reinforce how easy it is to buy, delivery options Slide 23
24 Remind the reader of what is in the basket Reinforce how easy it is to buy, delivery options and returns Set expectations that basket is saved for a limited time Don t jump in with Slide 24
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26 Post-sale transactional s have the highest customer engagement of any communication: Minimize post-purchase dissonance Reduce returns Build customer loyalty and trust Build online brand advocacy Maximize upsell and cross-sell revenue
27 Say Thank You Confirm payment, product and delivery details Show related products Share customer service details Encourage people to sign-up who haven t already Ensure that the message is on brand both visually and tone Slide 27
28 This is always a good news message Don t let your carrier take the glory unless the message isn t great (e.g. wide delivery window) Confirm the shipping details Another good opportunity to cross and Slide 28
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30 Include an image or description of the product purchased Include customer services details or a special department to resolve issues before they leave Slide 30
31 Time the within a couple of days of delivery Do not forget to thank all reviews positive and negative Follow up on all reviews Slide 31
32 Base product recommendations based on stated and observed preferences Include wish list Pull in images of recommended products Deep link to Slide 32
33 First Priority Will they buy the product again? Second Priority Will they buy it from you? Tailor it to the product Product specific timing Product image Dynamic content in you other Slide 33
34 Brand Building New product launches and reviews Product tips Competitions and prize draws VIP Customers RFM Brand Engagement/Advocacy Loyalty Programs Differentiated templates Tier up/tier Slide 34
35 Easy to do Slide 35
36 Easy to do business with Slide 36
37 Easy to do business with Recognize them Anticipate Slide 37
38 Holidays are not the only dates Dates can be unique Birthdays/Half Birthdays Name Days Anniversary of first order Date programs can give you an extra Slide 38
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44 Skip Fidura Client Services Director, dotmailer Chairman, Marketing Council,
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