1. Email Marketing Automation:
Make your work harder for you
Nikolaos kantzelis
Nopservices - Co-founder
Certified NopCommerce Developer
Certified ContactPigeon Consultant |

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

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

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

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

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

7. Why are personalized triggered emails important to use?
Personalised 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

8. Main Goals
Send the right 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

9. The Evolution

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

11. 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

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

13. 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:
or series of s triggered upon registering.
When:
The first 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 must be within minutes
At least 2 more s 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

14. On average, ~96% of the e-shop visitors do not complete purchase
2. Browse Abandonment
The E-commerce Funnel
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

15. 2.1 Type of Browse Abandonment: Category Abandonment
Category browsing behaviors are well worth tracking and sending triggered s 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

16. 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

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

18. 3. Why Does Cart Abandonment Occur?
Things to consider:
Abandon type
Timing
Single or 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

19. 3.1 How Best Buy Does It?

20. 3. Don’t let your customers cheat the system!
Cart A
Day 1
Cart B
Day 3
Cart 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/
$8.60
$8.40
$5.04
$7.46
NO coupon
With coupon

21. 3.2 Less more sales

22. 4. Recommendation Emails
Add the recommendations as additional content to different types of s instead of sending standalone s
4. Recommendation s
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

23. 4.1 Amazon recommends

24. 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 s to notify that the review has been posted
Include product recommendations to your thank you messages
What:
s 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!

25. 5.1 Product reviews are social proofs that generates more sales
Existing product reviews help your customers decide easier what to buy!

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

27. 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 series if you send the first too early

28. 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.

29. 7. Replenishment / Re-buy Reminder
What:
s 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 and include similar products
It could also be based on special events. e.g. a new book from the same writer.

30. 8. Cross Sell / Upsell
What:
s 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 series based on the actions taken by the recipient after each and test the timing of incentives
Use web history instead of just purchase history for sending cross/upsell s to new visitors as well

31. Just like birthday but no need to ask!
9. Purchase Anniversary
What:
s 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 , 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

32. 10. Re-engagement
What:
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
Have different re-activation campaigns per type
Create an series for the ones that become active on the site containing incentives like free shipping for just 2 days

33. 10.1 Re-engagement

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

35. Integration of NopCommerce with ContactPigeon platform
A free NopCommerce plugin delivered by NopServices is available to provide effortless integration with the CP Platform
Download Plugin - plugin.aspx (login necessary) or plugin
3.8 version available but soon will have all versions from 3.5
5 minutes installation and setup
Visit and subscribe to get the account name and API for the complete integration
20% discount for the professional and enterprise plans

36. Integration of NopCommerce with ContactPigeon platform
A fully sophisticated and powerful backoffice available from ContactPigeon for setting up
Contact Lists
Campaigns
Segmentation
DEMO

37. Thank you!
Let me answer your questions