Email Marketing Automation: Make your email work harder for you Nikolaos kantzelis Nopservices - Co-founder Certified NopCommerce Developer Certified ContactPigeon Consultant www.nopservices.com | www.contactpigeon.com

Integration of NopCommerce stores with CP platform Presentation Topics NopServices ContactPigeon Personalised E-mail Marketing Automation: Top 10 Ecommerce Best Practices Integration of NopCommerce stores with CP platform

NopServices is a digital & web marketing agency which specializes in the design and implementation of elegant and functional e-shops powered by NopCommerce.

ContactPigeon is an online platform that allows you to design & deliver perfectly timed personalized email campaigns. Ecommerce marketers are empowered to automate and personalize 1-on-1 customer experience at massive scale.

Power of Synergy + In a rapidly evolving e-commerce ecosystem synergies are of vital significance

What is personalized triggered email marketing? You can send automatically triggered emails based on “Behavior” of the visitor while browsing on the page Visitor’s Profile Personalized emails generate up to 6 times higher revenue per email than those of non-personalized emails

Why are personalized triggered emails important to use? Personalised Email Marketing can increase the sales of your products & services, and convert the visitors to customers with a very low budget Effective across all aspects of a customer lifecycle, including: Attract more visitors Convert new visitors to customers Inform your customers about new product and services Engage with customers post and in-between purchases Increase sales

Main Goals Send the right email to the right person at the perfect time. Seal the deal with your customers, offer them incentives for buying the product you already know they have viewed on your store Keep your customers engaged with personalized drip feeds that are easy for anyone to create

The Evolution

Marketing Automation for E- Commerce & Lead Generation The Top 10 That You Must Have!

Opportunities to Automate! Welcome/ Onboarding Re-engagement Browse Abandonment Opportunities to Automate! Purchase Anniversary Cart Abandonment Cross Sell/ Up Sell Recommendations Replenishment/Reminder Product Review Request Happy Birthday

What you must always consider in all marketing scenarios Personalization Why When How many messages Incentives Design Style

Sending a “Thank You for Registering” is NOT onboarding! 1. Welcome & Onboarding Sending a “Thank You for Registering” is NOT onboarding! 96% of visitors to your website aren’t yet ready to buy. The magic word is YET! Within two months of opt-in, the open rate typically falls 20% to 25% What: Email or series of emails triggered upon registering. When: The first email immediately and the rest over a period of time and based on what we know about the subscriber. Why: Allow customers to get to know you better and build trust to your brand, act as a gentle push to come back and buy Best Practices: The first email must be within minutes At least 2 more emails to follow, unique to each subscriber based data collected on their interactions (e.g. web behavior) Be ready to offer incentive based on statistics and long inactivity period

On average, ~96% of the e-shop visitors do not complete purchase 2. Browse Abandonment The E-commerce Funnel Email sent Delivered Opened Click Browse products On average, ~96% of the e-shop visitors do not complete purchase Add to cart Checkout Order, Payment & Delivery

2.1 Type of Browse Abandonment: Category Abandonment Category browsing behaviors are well worth tracking and sending triggered emails around. Send 4 hours after abandonment if no product has been visited Best Practices: Direct links to products best-sellers and recommendations Follow-up with a category incentive after a few days if the recipient re-visited but did not order

Send 3 hours after product abandonment 2.2 Type of Browse Abandonment: Product Abandonment Send 3 hours after product abandonment Best Practices: Direct links to browsed products Test different designs based on the product type Include similar or products that can be purchased together Follow-up with a personalized message after a few days if the recipient did not visit the site again

Up to 70% of shopping carts are abandoned before checkout! 3. Cart Abandonment Up to 70% of shopping carts are abandoned before checkout!

3. Why Does Cart Abandonment Occur? Things to consider: Abandon type Timing Single or email series Incentives Product inclusion Design Style Recency, Cart expiration, Product availability, Price change Best Practices: At least 2 reminders, 3 is best The first within an hour Do not add coupon to the first one! The second after 1-3 days (incentive or not depends on the reason and timing) The third after 5 days (an incentive is really needed) Direct links to the products and cart You should address the most probable concern for not completing the order Include product recommendations

3.1 How Best Buy Does It?

3. Don’t let your customers cheat the system! Cart Email A Day 1 Cart Email B Day 3 Cart Email C Day 5 AVERAGE Open Rate 40% 39% 32% 37% Click-to-Open 44% 47% 28% 41% Click-thru-Rate 18% 9% 15% Conversion Rate 22% 24% 20% Sales/email $8.60 $8.40 $5.04 $7.46 NO coupon With coupon

3.2 Less email more sales

4. Recommendation Emails Add the recommendations as additional content to different types of emails instead of sending standalone emails 4. Recommendation Emails What: Recommended products based on past purchase and web history. When: After a purchase or for more opportunity after a product related action. Why: Capture additional sales by suggesting additional products that the customer is very likely to be interested in Best practices: Test timing depending on variables like the time of the day and the customer segment Use best sellers when not sure what to recommend Focus on your best converting products first

4.1 Amazon recommends

5. Product Review Request Best Practices: For objective product reviews send after a few weeks Use personalization, you are asking for something after all Give something back, e.g. enroll the reviewers to a monthly competition Send review reminders to openers that did not post a review Send thank you emails to notify that the review has been posted Include product recommendations to your thank you messages What: Emails sent after a purchase thanking the customer and requesting a review When: After the delivery and depends on what you want to be reviewed on Why: Increase your product reviews and it is a nice chance to get the visitor re-engaged with your eshop. It converts!

5.1 Product reviews are social proofs that generates more sales Existing product reviews help your customers decide easier what to buy!

Why? Because it’s easy and everybody loves wishes! 6. Happy Birthday Why? Because it’s easy and everybody loves wishes!

When? 6. When to send a Happy Birthday? The same day One week ahead The same month A few days ahead of the birthday When? If you include a coupon make sure that in case of an order the order will be delivered before the birthday Best Practices: Do not forget that it is not a newsletter, be creative and personal Add a gift, e.g. coupon with a discount Add a time limit to the coupon for up to the birthday Test an email series if you send the first email too early

Offline: Just by asking politely 5. How to get birthdays? Offline: Just by asking politely Online: Offer something in return or make it a field in the user registration form. Many people lie about the year, only a few about the month and day.

7. Replenishment / Re-buy Reminder What: Emails sent to a customer based on past purchase history reminding him to purchase the same product When: Usually a few days before the estimated period that the product will run out, for example a reminder to re-purchase one month contact lenses 25 days after the last purchase Why: Because you act as a useful reminder and make it easier for the customer to re-order just in time Best Practices: Focus on the specific product Remind the customer that he is probably running out Make it easy to re-order with a direct link Test a series instead of one email and include similar products It could also be based on special events. e.g. a new book from the same writer.

8. Cross Sell / Upsell What: Emails sent to a customer based on past purchase with the goal to cross sell or upsell products When: Post purchase, before the delivery and a few weeks after the delivery Why: You target already satisfied customers with suitable products, high conversion rates Best Practices: Focus on higher profit products at a similar price when cross-selling Communicate to the customer why he should pay more (best value for money) Create a different email series based on the actions taken by the recipient after each email and test the timing of incentives Use web history instead of just purchase history for sending cross/upsell emails to new visitors as well

Just like birthday but no need to ask! 9. Purchase Anniversary What: Emails sent for celebrating the anniversary of the first purchase When: Usually on the day of the anniversary Why: It is a great excuse to reach out with a specific promotion Just like birthday but no need to ask! Best practices: Think of it as a happy birthday email, be creative Remind him of the purchase you are celebrating Include cross-sell and other recommended products If the customer is dormant then have a very strong and time sensitive incentive

10. Re-engagement What: Email campaigns to bring back to the eshop dormant subscribers When: After a period of inactivity that depends on the type of eshop Why: In order to improve the quality of the list and be more aggressive with getting a new Best Practices: Define two different types of inactive users, web and email Have different re-activation campaigns per type Create an email series for the ones that become active on the site containing incentives like free shipping for just 2 days

10.1 Re-engagement

Use your statistics to testing the outcome. It’s a race, keep improving!

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