Post on 28-Jul-2015
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Omni-Channel Personalization
Presented by: Ross Kramer
@ross_kramer
Contact Steve Wade: swade@listrak.com
Our Clients
Integrated Digital Marketing Platform
The Customer Journey
Benchmarks
Broadcast Campaigns Triggered Campaigns
Transac2onal Campaigns
Direct Traffic Paid Search
Organic Search Social Media
Display Advertising Affiliates
Benchmarks
Email Marketing Revenue
25%
75% All other digital marketing revenue
Benchmarks
Broadcast Emails
66% Triggered Emails 33%
Benchmarks
Broadcast Campaigns • Open rate – 13.8% • Unique click rate – 1.56% • Conversion rate – 3.69% • Rev per email - $.05
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
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1.56%
Sample: 500 retailers that sent over 2M emails in 2014
Broadcast Campaigns
Distribution of Click-Through Rate
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More segmentation
Suppress inactives
List building
Send more email
Broadcast Campaigns
Distribution of Revenue Per Email
Sample: 230 retailers that sent over 5M email in 2014
Benchmarks
Welcome Campaigns • Open rate – 35.1% • Unique click rate – 7.47% • Conversion rate – 11.72% • Rev per email - $.97
20%
Broadcast Campaigns
Benchmarks
Browse and Abandon • Open rate – 37.3% • Unique click rate – 8.86% • Conversion rate – 4.11% • Rev per email - $.43
Benchmarks
Shopping Cart Remarketing • Open rate – 29.9% • Unique click rate – 8.02% • Conversion rate – 21.73% • Rev per email - $2.39
1 # Campaign Revenue
Benchmarks
Post Purchase • Open rate – 30.82% • Unique click rate – 5.74% • Conversion rate – 7.82% • Rev per email - $.48
10%
Broadcast Campaigns
Benchmarks
Replenish • Open rate – 21.51% • Unique click rate – 3.63% • Conversion rate – 28.59% • Rev per email - $1.12
1 # Conversion Rate
Benchmarks
Back In Stock • Open rate – 17.84% • Unique click rate – 9.34% • Conversion rate – 4.53% • Rev per email - $6.50
1 # Revenue per email
Benchmarks
Recurring Automated Campaigns • Open Rate – 10.74% • Unique Click Rate – 1.31% • Conversion Rate – 3.32% • Rev per email - $.05
Personalize all campaigns
Recurring Automated Campaigns
23%
Broadcast Campaigns
77%
Increase in email program revenue 29%
Recurring Automated Campaigns
bit.ly/Listrak2015
More retailers are using shopping cart remarketing campaigns
Personalization
More messages
Don’t rely on discounts
Retailers are missing opportunities to engage customers on mobile devices
16.5% Responsive Site
6.4%
Responsive Emails
Top 500
16.5% Responsive Site
3.8%
Responsive Emails
Second 500
Test. Test. Test.
Send Time Testing
Send Time Testing
Send Time Testing
Send Time Testing
11AM
11PM
Test what matters - timing
Test what matters - timing
Benchmarks
Broadcast Campaigns Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Send Count 1,723,221,384 1,771,087,014 1,673,987,629 1,885,412,631 1,641,154,967 1,070,032,263 1,179,109,636
Open Count 241,178,333 249,091,486 236,083,787 243,308,760 217,690,301 146,081,684 155,757,535
Open Rate 14.01% 14.14% 14.33% 13.02% 13.41% 13.92% 13.25%
Visit to conversion rate
3.75% 3.42% 3.41% 3.14% 3.54% 3.60% 3.64%
Benchmarks
Broadcast Campaigns Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Send Count 1,723,221,384 1,771,087,014 1,673,987,629 1,885,412,631 1,641,154,967 1,070,032,263 1,179,109,636
Open Count 241,178,333 249,091,486 236,083,787 243,308,760 217,690,301 146,081,684 155,757,535
Open Rate 14.01% 14.14% 14.33% 13.02% 13.41% 13.92% 13.25%
Visit to conversion rate
3.75% 3.42% 3.41% 3.14% 3.54% 3.60% 3.64%
Benchmarks
Broadcast Campaigns Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Send Count 1,723,221,384 1,771,087,014 1,673,987,629 1,885,412,631 1,641,154,967 1,070,032,263 1,179,109,636
Open Count 241,178,333 249,091,486 236,083,787 243,308,760 217,690,301 146,081,684 155,757,535
Open Rate 14.01% 14.14% 14.33% 13.02% 13.41% 13.92% 13.25%
Visit to conversion rate
3.75% 3.42% 3.41% 3.14% 3.54% 3.60% 3.64%
Benchmarks
Broadcast Campaigns Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Send Count 1,723,221,384 1,771,087,014 1,673,987,629 1,885,412,631 1,641,154,967 1,070,032,263 1,179,109,636
Open Count 241,178,333 249,091,486 236,083,787 243,308,760 217,690,301 146,081,684 155,757,535
Open Rate 14.01% 14.14% 14.33% 13.02% 13.41% 13.92% 13.25%
Visit to conversion rate
3.75% 3.42% 3.41% 3.14% 3.54% 3.60% 3.64%
Modal Lightbox
Free Gift With Purchase
Exit modal
Exit Modal Welcome Series
New subscriber sources
Entrance modal 86%
Exit modal 14%
Average Impact
16% List Growth
10%
Welcome Series Revenue Growth
Welcome Series
Shopping cart abandonment campaign
Email 1 – sent 3 hours after abandonment
Shopping cart abandonment campaign
Email 1 – sent 3 hours after abandonment Email 2 – sent 2 days after email 1 Email 3 – sent 5 days after email 2
Shopping cart nurturing campaigns
Shopping cart nurturing campaigns
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
Same three remarketing messages…
Shopping cart nurturing campaigns
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6
With three new messages
Shopping cart nurturing campaigns
Browse Abandon: Triggered Email #1
Browse Abandon: Triggered Email #2
Browse Abandon: Triggered Email #3
Browse Abandon: Triggered Email #4
Browse Abandon: Triggered Email #5
In-‐Store Browse Abandon Triggered Email with Instagram images
Recap • Be better than the benchmark • Test, Test, Test • Experiment on the weekends • Acquire and convert • Take abandonment retargeting to the
next level
Contact Steve Wade: swade@listrak.com