Why are your customers taking to live chat so easily?

What’s the alternative?

We live in an omnichannel world, and consumers are more diverse than ever. So you would expect channel preferences to vary widely. This is true to some extent, but each channel also has its strengths. Time-strapped consumers gravitate to the channel that will offer them the easiest and quickest resolution.

Plagued by nightmarish hold music and endless menu options before getting through to the right department. Sound familiar? It’s no wonder customers hesitate to pick up the phone nowadays. And while email is great at delivering beautiful comms, for quick answers to questions, it doesn’t quite hold up when it comes to fast-paced conversations that customers crave.  

Live chat, like texting, doesn’t pressure users to interact. They have the chance to process information in their own time. Plus, the near-instant response times make this channel unbeatable. Responses could be automated or generated by a bot; at the very least users are comforted by the three-dot-ghost of a fast-typing human, working quickly on a reply. 

Here are some more reasons why live chat is so essential.

Customers love live chat

In Econsultancy’s research, 79% of customers who prefer live chat said they do so because they get their questions answered quickly. 51% did so because they could multi-task. It’s a winning combination of low social pressure on the customer end with the expectation of quick answers and resolutions. Live chat provides access to answers within seconds – the closest thing to a brick-and-mortar experience, but from a desk or sofa. There’s no worry over adoption, as it’s as familiar to customers as texting is. Plus, people also understand it’s private – that any sensitive data they share in the chat is secure.

Customers expect live chat 

CRM platform SuperOffice found that 62% of mobile users expect sites to have a live chat feature. What’s more, FurstPerson found that as many as 77% of customers won’t buy online unless live chat is available. Live chat is no longer a pleasant surprise that customers stumble upon, either. They expect it. So much so, they’re reluctant to place an order if they have a concern that no one can address there and then.

Disruption in traditional B2B sales funnels

Today’s B2B customer approaches the sale fully informed by their own research. With so much information online, B2B buyers can explore the products and services that they need before diving deeper with inquiries. Not having live chat could automatically disqualify a business from the shortlist, simply because the customer cannot get the information they need easily or quickly enough.

Personal shopping experience

Having a personal shopper used to be a luxury. But now, offering instant messaging via live chat tailors the experience for all. After all, we used to think customers wanted choice – the more, the better. But anyone who has tried to order a coffee in the last decade will know that what we really want is for someone to narrow down our options. People want to cut through the white noise: all the stuff that’s irrelevant to them.  


To explore these themes in more depth, learn more about live chat and take a deep look at the customer-first landscape, download our ebook: All the benefits of chat for your business (and how to create experiences that convert!)

The post Why are your customers taking to live chat so easily? appeared first on dotdigital blog.

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dotdigital and Tryzens launch new integration, empowering retailers to supercharge their ecommerce marketing

The new pre-built integration, or ‘cartridge’, has been built by Tryzens, a leading ecommerce specialist in partnership with dotdigital, an omnichannel marketing automation platform provider. Tryzens is the partner of choice for dotdigital and has helped enhance the cartridge, which has now become certified in Salesforce’s Commerce Cloud Partner Marketplace.

The new cartridge will enable ecommerce retailers on Salesforce Commerce Cloud and marketers to more effectively respond to e-store behaviours through smart win-back tactics.

dotdigital employs more than 350 people globally and integrates with leading ecommerce platforms, from Salesforce Commerce Cloud to Magento. dotdigital’s Engagement Cloud empowers marketers at some of the world’s most innovative brands, including Oliver Bonas, Paperchase, and City Lit to deliver smart, automated marketing programs that customers find engaging.

The dotdigital Engagement Cloud cartridge comes with a host of pre-configured options to enable retailers and marketers to better harness essential customer data to develop targeted and personalized omnichannel marketing campaigns. The level of technical pre-configuration applied to the cartridge means time to value can be reduced for retailers who want to connect their store with dotdigital Engagement Cloud.

The solution
encompasses abandoned cart functionality, allowing ecommerce merchants to send
customers a timely reminder that they left something behind, steering them back
onto the path to purchase. The solution can also be used to serve AI-powered
product recommendations based on orders, browsing history, and more.

Greg Straw, Partner Manager at Tryzens, said: “Email is one of the most important channels in every marketer’s toolkit, thanks not only to its unrivalled ubiquity, but also because it enables rich and personalized engagement with customers. The new functionality we’ve built into the dotdigital Engagement Cloud cartridge makes it easier than ever for ecommerce retailers to supercharge and optimize their marketing automation campaigns. In addition, we’ve made it easier to track and measure the ROI of these campaigns so that retailers can ensure that they are hitting the right notes with their target audiences and generating sales improvements.”

Steve Shaw, Group CTO at dotdigital, added: “The new dotdigital Engagement Cloud cartridge has been built with speed and convenience in mind; with highly configurable options and efficient data integration, it enables marketers the flexibility to tailor their store’s marketing and campaigns (whether that be email, mobile, or targeted ads). Omnichannel messaging through digital channels has become an effective strategy for engaging with shoppers and improving customer loyalty, so this speed and convenience will be a very welcome development for retailers in an increasingly competitive market.”


About Tryzens

Established in 2004, Tryzens is an
international digital commerce consultancy that take a holistic approach to
growing your business, no matter how or where your customers choose to buy. Our
team of trading specialists, strategists and technology experts are passionate
about growing your business by implementing solutions that optimise performance
across all channels.

With offices in offices in London, Melbourne, Sofia, and Trivandrum, we have partnered with some of the world’s most successful retailers and brand owners including Sweaty Betty, Cotton On Group, T.M.Lewin, Fisher & Paykel, and Liberty London to provide beginning to end services that help grow businesses and provide the best customer experiences.

To read more about the Tryzens partner programme click here.

Press contact:

Edward Dodge / Harry
Thompson

Spreckley

T: +44 (0)207 388 9988

E: tryzens@spreckley.co.uk

About Salesforce Commerce Cloud

Salesforce Commerce Cloud empowers retailers to unify customer experiences across all points of commerce, including web, social, mobile, and store. From shopping to fulfillment to customer service, the Commerce Cloud delivers 1-to-1 shopping experiences that consistently delight customers, driving increased engagement, loyalty, and conversion. With embedded predictive intelligence and a robust partner ecosystem, the Commerce Cloud helps retailers deliver superior customer experiences for retailers, from planning to launch and beyond.

Additional resources:

Salesforce, Commerce Cloud, and others are trademarks of salesforce.com, inc.

The post dotdigital and Tryzens launch new integration, empowering retailers to supercharge their ecommerce marketing appeared first on dotdigital blog.

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Announcing Chat for Magento

I am incredibly excited to announce that today we launched Chat for Magento, powered by dotdigital. As part of the Magento 2.3.4 release, we have bundled our live chat product and included one free agent for merchants to get started.  This is exclusive to M2 merchants and starts an exciting new chapter in our dotdigital-Adobe relationship.    

Forbes Agency Council predicts that conversational marketing will be one of the top 15 marketing trends that may impact 2020. With dotdigital’s many years of ecommerce and marketing heritage, we understand the challenges this brings to marketers, not just in how to deal with real-time interactions, but also how best to manage this data to power engaging consumer experiences. 

In November 2015, dotmailer (now dotdigital Engagement Cloud) was announced as Magento’s first ever premier marketing automation partner, shortly followed by being one of the first to be bundled directly into Magento’s core code base. Ever since, we have been the preferred choice for merchants and partners to deliver the best, most integrated and seamless experience for ecommerce and marketing teams working in collaboration, to deliver the best customer experience possible.  

Our relationship with Adobe has continued to grow and develop post acquisition of Magento by Adobe in 2018. We have been an active supporter of the fantastic community and ecosystem which surrounds Magento, and wanted to give something back to the many who have supported us and our continued growth. Live chat enables B2C and B2B merchants to interact with their consumers, assisting their purchase experiences and solving their challenges in real time. For those who want to take the next steps with larger teams of agents, you will be able to upgrade and add more. For those who want their omnichannel touchpoints and conversational data to drive the ultimate marketing experience, merchants can upgrade for full access to dotdigital Engagement Cloud. 

We have built the underlying chat infrastructure to be in real time, the technology is ‘API-first’ and as part of subsequent releases we plan to expose many of these API endpoints to the community. Customers and partners will be able to design highly interactive chat experiences integrated into unique merchant workflows. Soon we will also be enabling multi-team support which makes AI bot integrations possible. On the horizon, omnichannel chat will enable businesses to engage in conversational commerce and offer a superior customer service, all from one space, no matter the customer’s channel of choice. 

Milan Patel, CEO dotdigital 

The post Announcing Chat for Magento appeared first on dotdigital blog.

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How the CCPA compares to the GDPR: 10 things you need to know

1. Why is the CCPA important?

While the GDPR applied a unified privacy law across Europe, the USA has no comparable federal law that compares. There have been ripples of state-led laws, granting similar rights to the CCPA – more of which are below – but the CCPA is the first major privacy legislation in the USA given its scope in introducing how data is handled about Californian residents.

It is important for two reasons; its application is a major step given the absence of privacy laws before it, but also it is paving the way for discussions at a federal level to introduce uniform legislation across the USA.

2. Who has to comply?

Compliance with the CCPA applies to any businesses operating for profit that collect and/or control California residents’ personal data and meets one of the three criteria below:

1. Have annual gross revenues in excess of US$25
million; or

2. Receive or disclose the personal information of 50,000 or more California residents, households, or devices on an annual basis; or

3. Get 50% or more of their annual revenues from selling California residents’ personal information.

The big difference compared to the GDPR is that the GDPR applies to any business (without being limited by CCPA-esque criteria) that determines the means and purposes of processing personal data about EU citizens.

3. Scope

Rights under the CCPA are provided to “consumers”,
meaning natural persons who are California residents (i.e. not someone in California
for a temporary or transitionary purpose).

The concepts of processing are broadly similar, captured under the CCPA as “collecting or selling” personal data. However, where the GDPR applies to all processing of data, the CCPA is principally focussed on the sharing or selling of information.  There are also a number of elements that sit outside of the definition of what personal data is, including publicly available information.

4. Legal basis for processing

The GDPR introduced legal bases for processing
personal data under which businesses had to align to their processing of data.
This included consent and legitimate interest.

The CCPA does not introduce the concept of legal grounds for processing personal information.

5. Rights for individuals

What the CCPA does introduce is a number of rights
for Californian residents. These overlap the GDPR in most respects, including
the right to:

  • erasure / deletion, free of charge (with exceptions);
  • be informed (i.e. the individual must be provided with details of what personal data is collected & why);
  • access (i.e. a process allowing individuals to have full visibility of the data an organisation holds about them);
  • data portability (i.e. when data is requested under an access request that this is provided in an easy-to-read and portable format); and
  • object / opt-out (though there are some notable distinctions here – see below).

Deadlines to respond to consumers exercising their
rights are slightly different – the GDPR specifies a response to be sent within
a month, where the CCPA specifies a 45-day period. Both may be extended
provided the individual is told within the initial timeframe.

One distinction the CCPA provides explicitly (although it can be argued that this is implied in the GPDR) is that individuals must not be discriminated against for exercising their rights.

6. Opting out & not selling data

The CCPA introduces a significant and distinctive
requirement that is not mirrored under the GDPR.

The CCPA requires that a link with the title “Do
Not Sell My Personal Information” is provided on the homepage of any business
that sells personal data.  Importantly,
Californian residents can only opt-out of the sale of personal data, and not
the collection or other uses that do not fall under the definition of
“selling.”

By contrast, individuals can object to any type of
processing of personal data under the GDPR. This can be done by withdrawing
consent, or by objecting to processing that is based on another legal basis.

The right under the CCPA is absolute, whereas under the GDPR a business has the opportunity to demonstrate “compelling legitimate grounds” for the processing that overrides the rights of the individual.

7. Compliance

In the same way the GDPR meant a swathe of changes to every online privacy policy, the CCPA similarly requires organizations to make changes.

As well as informing Californian consumers of their rights, at least two methods of contact must be made available for them to make requests in exercising their rights. Obviously, organizations must put mechanisms in place to ensure that any such requests are dealt with.

8. Enforcement

Much was made of the eye-watering penalties that
the GDPR introduced of up to the higher of €20m or 4% of worldwide turnover.
The CCPA provides for penalties to be issued up to $2,500 per violation or
$7,500 per intentional violation, without a maximum amount for several
penalties for each violation. Enforcement powers are granted to the Californian
Attorney General.

Individuals can also bring actions themselves. Where the GDPR allows claims for material and non-material damages for any violation of the GDPR, the CCPA only allows individuals a right of action where non-encrypted / redacted personal information is subject to unauthorized access; or where it has been disclosed as a result of an organization’s failure to meet its security obligations.

9. Security Obligations?

Given the risk to businesses for a failure to meet security requirements, the CCPA is surprisingly vague on what this means. The Attorney General is likely to publish further guidance, but at the present time it is worth noting that a number of security measures have historically been endorsed by the Attorney General that may be a useful point of reference in order to mitigate any risks by incorporating these into a CCPA compliance program.

10. Just the beginning…

The Attorney General is required to adopt
regulations on or before July 1, 2020 so there will certainly be future
developments and guidance as a result to keep an eye out for.

While the CCPA is not America’s answer to the GDPR, despite certain similarities, it is important to note that there is a real drive to introduce a harmonized privacy law at a federal level. This is some way off though, despite House and Senate hearings and FTC requests, but the CCPA may well be the first step towards this.


Keep watch for our FAQs on the CCPA, which we’ll publish soon.

The information in this document is for general guidance and is not legal advice. If you need more details on your obligations or legal advice about what action to take, please contact your legal advisor or attorney.

The post How the CCPA compares to the GDPR: 10 things you need to know appeared first on dotdigital blog.

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7 email marketing best practices for success in 2020

Email was 50 last year. But brands have only been using it as a revenue-generating channel for around 20 years. It’s frustrating when your emails don’t get opened and no one engages with your brand. But sometimes all it takes is sticking to the email rulebook, those commonplace tactics that actually work.

Email best practice is your bread and butter; and it’s easier and faster to get it right today, thanks to an avalanche of tech in recent years.

So, what are you waiting for?  

Make 2020 the year of email
resolution, and start using your tech smarter. Remember, email
marketing has an ROI of 4200%.
Get your customer engagement up to where it
should be with these seven email marketing best practices. You’ll be driving
more opens, clicks, and conversions in no time.   

1. Improve your email deliverability

You may find that for whatever reason your emails are encountering
deliverability problems. Some of the common ones are:

  • Your contacts are complaining about unwanted
    emails
  • Your emails are going into the junk folder
  • You’re sending to spam traps
  • Your content contains spam keywords

Taking preventative measures can
protect your deliverability in the long term. Otherwise, it may take some time
for issues to resolve.

Sending wanted email is crucial, as well as emailing the people who actually open your emails. Make sure you’ve received explicit consent and are acquiring data through a robust process (double opt-in, etc.). Luckily, our data Watchdog protects you – plus catches anyone out who’s not playing by the rules. And don’t neglect your contact list hygiene. Sending to unengaged contacts doesn’t go unnoticed by ISPs, and puts your email sending reputation at risk.   

Email

For a full flurry of deliverability advice, download our 101 guide here.

2. Nail the subject line

The success of your email campaign rests partly on the subject line. It’s an essential bit of copy, and getting it right makes or breaks your campaign metrics. Communicate clearly what your email’s about. Testing is the best way to optimize the text: maybe your audience reacts better to emotive language; or perhaps emojis arouse more attention?

Check out our 11 tips on how to write subject lines that get opened.

3. Personalize your content

Tailoring your email content effectively to each recipient relies on how well you’re capturing data. Make sure you have a preference center in place that doesn’t ask too much or too little. Let contacts know why you want to get to know them more: to offer more personalized content. 77% of consumers want personalized content, so it’s a no brainer! You can use data to personalize in two ways: through dynamic content or segmentation, or both.    

Relevant data include:

  • Date of birth
  • Location
  • Product preferences
  • Lifecycle interests

4. Use split testing to increase email engagement

Split testing is the best way to find the optimum email campaign. The great thing is that you can test a load of things: from name, subject line, content, call to action, send time and more. We’ve covered subject lines already, so let’s look at body copy.

Test what works best:

  • Fewer or more images
  • CTA as a button or link
  • ‘Shop now’ vs. ‘Discover here’
  • Bestsellers or hottest drops
  • Blog placement – right or left?

Plus, multivariate testing means
it’s possible to test various email elements at once, for an even more
optimized campaign.

5. Tell stories that get contacts to click through

Storytelling is one of the most
important selling tactics in email. People bypass your product features and
benefits in search for an emotional connection. If you can’t tell a good story,
how are you going to sell your products and services?

Generating an emotive response
from subscribers means you need to cut the rhetoric. Put yourself in their
shoes. Focus on authenticity and imagination. Provoke feeling. Potential
customers need to see themselves using your products and services.  

Here are some tips:

  • Share your customers’ experiences through reviews and interviews
  • Use people – not your business name – to narrate your stories
  • Avoid the classic sales pitch in favour of some inspirational editorial 
  • Be real: use realistic images, videos, and commentary to support your stories 

6. Use contact behavior to trigger relevant emails

Let’s cut to the chase. Triggered emails are highly relevant messages. And subscribers often react positively to them because they’re related to some previous action. Just think about when you receive an abandoned browse or cart recovery campaign.

Sending these emails isn’t rocket science. You need two
streams of data going into your omnichannel
marketing automation platform
:  

Website behavioral data. Look at what contacts are browsing and send an email that complements their previous activity. Was it a high-intent page that needs a follow up from sales? Maybe it was a high-value product page that’s worth nudging the contact about.  

Order history. Once customers start buying from you, you’ll start to understand what they like and how much they’re willing to spend. Use product and purchase data to inform what email product recommendations customers will likely respond to.

7. Measure campaign results and then optimize 

Open rates and click rates are the most obvious metrics to measure for your email marketing. Rather than measure campaign by campaign, look your metrics over a period of time (i.e. 30 days) to get a better idea of your reach. You might discover that email engagement levels fluctuate because of the day or month, who you’ve sent to, or the content itself.

Metrics to consider

  • Unsubscribe rate – Ideally you want to minimize opt-outs and maintain your lists. Ask for feedback on why people are unsubscribing and make changes accordingly.
  • Complaints rate – Marking your email as spam is a serious matter. If this rate increases, consider whether you’ve: purchased lists, missed the unsubscribe link, sent irrelevant content or to old addresses, or emailed too frequently.
  • Conversion rate – Completing a desired action depends on many factors. So, for people who click through to your website, make sure it’s optimized for conversions.
  • Bounce rate – Calculated as a percentage of emails that weren’t successfully delivered to recipients’ inboxes. A good one to look out for any deliverability issues.
  • Forward/share rate – This is a good judge of how many brand ambassadors you have. You want to increase this and generate more leads/customers.
  • Campaign ROI – This is easier to calculate on a campaign-by-campaign basis. But campaign performance is far-reaching; a campaign today could drive ROI in months to come.

Psst… To maintain your list at healthy level, keep your contacts happy with relevant content.

Whenever you change an email variable, watch these metrics like a hawk. They’re a good indicator of optimization and where you need to focus your efforts. To keep on top of your email marketing performance, download our email scoresheet here.


Make email great again

Email will always be the marketer’s preferred channel. But success comes down to best practice. You can’t optimize everything at once, so start with one practice and then move onto the next.

Hit the nail on the head and there’s so much engagement potential with every practice you perfect – your results will soar.

If you’d like some more email marketing advice, check out our guide on best practice here.

The post 7 email marketing best practices for success in 2020 appeared first on dotdigital blog.

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5 effective strategies to increase customer engagement for online retailers

The retail landscape has evolved massively: only a few years ago, retailers were producing a standardized product set for consumers who weren’t used to a large product range. But today’s retailer faces a consumer who is spoiled for choice, knows about the market’s transparency, and demands an excellent customer experience.

Power has shifted from the retailer to the consumer. Brands have to find ways to catch the attention of their target consumers, especially online, where competitors are only a click away. Engagement is key to transform them into loyal customers without loosing them on the way. Achieving this, though, is becoming more difficult in the ever-changing ecommerce landscape.

In this blog, we’re going to reveal five effective strategies to increase engagement and conversion. We’ll expand fully on one of them; if you’d like a breakdown of all five, download our partner ebook here.

1. Creating quality content at scale

Merge content and commerce to connect with your audience and boost sales. Contribution by Styla.


Promotions and discounting are an important part of the customer buying cycle, but most retailers agree that it’s becoming a race to the bottom. However, the alternative, creating high quality content at scale which engages and drives higher AOV and repeat purchases, can be a huge challenge. But it doesn’t have to be – here’s how to overcome the bottleneck of creating great content that converts.

With dwindling conversion rates, increased media spend, and new competition every day, the customer experience has become one of the most important features for brands and retailers. They key element of an extraordinary digital shopping experience is engaging content that creates brand recognition, brings value to the customer, and inspires them to buy.

Why?

Because your audience’s main exposure to your company is through the content you share. So, it’s no surprise that in 2018 more than half of B2C marketers have used content marketing successfully to create brand awareness, build credibility, educate audiences, foster loyalty with existing customers, and more (Content Marketing Institute, 2019).

So, why are some brands not building loads of engaging content? The answer is simple yet significant: because most brands do not have the right content production process in place.

Simplify the content production process

Historically, ecommerce platforms have had very limited content creation capabilities. Plus, all the pages across the website would usually need to be built by a developer, which would’ve been prohibitive if you had a small team or didn’t have a lot of resources to spend with your agency.

Even brands with larger development teams and big budgets struggle to build enough content to keep up with the appetite for today’s consumers.

A study by Accenture shows that two-thirds of content executives feel burdened by content production. Two-thirds of content executives feel burdened by content production and even less prepared to manage enormous amounts of content than in previous years (Accenture, 2017).

So, to create high-quality content at scale, the production process needs to be as short and simple as possible. This means reducing manual work across departments and utilizing technology at scale.

Don’t have your creative team spend days with the production of pixel-perfect layouts for all devices, or your IT team building them. Use automation technology to make these processes quicker and easier.

With a no-code content management solution in place, digital content experiences can be built with a few clicks and automatically optimized for all different devices. All without any IT effort. So, implementing the right technology simplifies the content creation process and makes it scalable.

How Holland & Barrett overcame the content creation bottleneck

Health and beauty brand Holland & Barrett has over 1,300 stores where all staff have gone on extensive product training to make sure they can help customers find the best products for their specific needs. Holland & Barrett understood that to create this superb in-store experience, they needed to provide rich content on their site that educates the consumer about their products in a fun way.

The challenge they faced was their content creation bottleneck; even though they have a large team of developers they could not produce enough content efficiently due to limitations in their tech ecosystems. While they wanted to be able to produce landing pages weekly, they were only able to create one landing page every six weeks.

By implementing Styla’s Content Experience Engine within 10 days, Holland & Barrett has now managed to increase content production by 90%, while decreasing production costs by 85%. The team can now easily create custom landing pages that inform customers and inspire them to buy with confidence.

Checklist for converting content

Keep the shopping cart close

When building rich, editorial pages for your shop, make sure the shopping cart is integrated into the assets, so customers can buy directly from the experience and not get redirected.

Variety is the spice of life

Create a range of different content types for different stages of the customer journey:

  • Personalized content on the homepage
  • Bespoke campaign pages
  • Enhanced category pages with content
  • Enriched product detail pages

Use data to inform content strategy

Look at Google Analytics to see what customers are searching for on your site. You can also use it to identify popular search terms or questions that could inform what type of content will have the biggest impact.

The welcome party

Use social and email marketing to engage an audience in a more personal way and get them to your site. Make sure to drive the traffic to custom campaign pages rather than the homepage or generic category pages to ensure more conversions.

Final thoughts

Creating meaningful content is not an option anymore but every brand’s responsibility. Consumers have an insatiable appetite for relevant content and this is an area where the most competitive brands are innovating to fulfill consumers’ demands. Keeping up with them is vital and manageable if you have an optimized content production process and the right tools in place.

2. Revolutionize the customer journey

Understand customer intention; adapt and impress.

Contribution by FACT-Finder.

3. Create personal journeys that captivate the customer

Get tactics on how to use data to enhance the customer experience, plus see how a brand is getting this spot on.

Contribution by dotdigital.

4. Engaging the customer outside of the buying cycle

Capture the attention of online shoppers with VIP clubs and surprise and delight.

Contribution by Antavo.

5. An army of brand ambassadors

Find out how to drive business growth via satisfied customers. Contribution by Mention Me.


Get your hands on your free ebook here. Jam-packed with insight, learn how to successfully engage your customers at scale.

The post 5 effective strategies to increase customer engagement for online retailers appeared first on dotdigital blog.

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Getting the most out of your email design

From email experts to newbies just entering the industry, there are common design errors that are occurring time and time again. Perhaps it’s because you need results fast, or maybe you’re not aware of some of the dos and don’ts when it comes to designing your email campaigns.  

We’ve put together 10 simple steps to follow to get the most out of your email design. These will strengthen your campaign deliverability and help your campaigns to achieve more. If you don’t do anything else, take note and take action.  

1.) Personalization 

Nobody enjoys being addressed by “Hi there” or “Dear Customer”. When I get an email that says “Hi Jenna” I’m more likely to engage with it. By directly addressing the recipients, you’re likely to see a higher open and click-through rate. To do this simply use the ‘insert action’ feature in Engagement Cloud’s Campaign Editor. Select the field (FIRSTNAME). It will appear in your campaign as @FIRSTNAME@.  

A simple trick with effective results.  

2.) Data 

The quickest way to reduce your deliverability and get blacklisted is by buying and selling data. Your emails will quickly get flagged as spam and as your emails pile up in the junk/spam folder or lost in hyper-space, no-one will open your emails. The most effective campaigns are sent to your existing customers and organically grown, opted in lists

Growing mailing lists can be accelerated with the use of engaging, or even gamified popovers.  

3.) Back to basics 

Emails don’t need to be complicated. A simple structure and a main header for your logo works well for most brands. This should be followed by the main content with a single key message, obvious CTAs, followed by a footer with company details and the required legal information.  Remember the simpler the less chance of something going wrong in different web browsers or email clients. 

4) Optimization 

Every email you send needs to be optimized for every device. With customers able to access emails on multiple devices, if your emails aren’t rendering properly, you’re going to missing out on some big opportunities. Using multiple columns in your design is a no-no as these may not display correctly on smaller phone screens. And, if you’re using an image and text block, you need to check images are stacking correctly before you hit send.   

5) Preference centers 

The modern consumer wants to feel in control of their relationship with a brand. As a result, you’ll get much better engagement from your email marketing campaigns. Make sure that every email you send contains a link to your preference center or allows shoppers to access their account to update their preferences.  

6) Images 

The biggest thing to remember (and do!) is to avoid background images. Most email clients like Gmail and Hotmail don’t render them and display a grey block instead.  Also, never rely on visual artwork to be the main way to communicate your message in an email campaign. Some big images will be turned off or appear as a blank email. This can cause your contact to think you’ve sent them a blank email and hit delete or the spam button. 

It’s therefore essential you use alt tags, and keep copy and CTAs separate.  

7) Phishing links 

Phishing links cause distrust in your email campaigns. They’re mainly caused when the whole URL is present in an email. For example http//:www.dotdigital.com.

Place your links behind copy, actions, and images, to encouraging your contacts to click through. 

8) Spacers 

White space is important when building your email. It helps ensure your emails have an uncluttered layout and are easier for the brain to absorb. By adding spacers between blocks and images it is easier for skim readers to differentiate what it is seeing with ease. 

9) Alt Tags 

A large number of email clients still automatically disable images when an email lands in the inbox. By making sure every image has an alt tag description is the best way to ensure your message maintains impact even when images are off. If they have an idea of what you are trying to say, they’re more likely to enable links and images in the future. 

10) Test, test, and test again 

This is probably the most important step to constructing an email. Testing allows you to view your campaign in the email clients but also the web version in a browser. This will allow you to check consistency across ISP and email clients and fix any rendering issues that occur before you send your email. 


Keep reading

Email best practice blog
Make email design great

The post Getting the most out of your email design appeared first on dotdigital blog.

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3 Myths That Are Often Associated with Internet Marketing Sydney

When you think of internet marketing, it may seem effortless. Design and develop a website, make it look appealing and you are good to go, right? No. There are several strands to internet marketing and each of them needs equal care and attention to maximize the output.  But how to do so? How to understand … Continue reading “3 Myths That Are Often Associated with Internet Marketing Sydney”

The post 3 Myths That Are Often Associated with Internet Marketing Sydney appeared first on OutreachMama.

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All the best bits from the dotdigital Hack Week 2019

2019 was no different, with 11 teams taking part in dreaming – and building – the future of customer engagement.

Why dotdigital Hacks

Hack Week, now in its seventh year, gives our wider product and technology teams the chance to work on things that are just a little bit different from the day-to-day. It can be hard to take a step back and innovate when you’ve got your head down finishing a sprint, so Hack Week forces a pause in what we do.

The winners of 2019

2019 saw the introduction of a judging panel that scored every team, and our winners were the teams that scored highest. The judges were an excuse to introduce a little more role diversity – we had judges from Product Management, Customer Success, Engineering, Pre-Sales, and Training. These are the hacks they awarded most points too.

Voiceitronic Editor Control

Ever wanted to create an email campaign with your voice? For the two million people living with sight loss in the UK alone, it could make all the difference to their Engagement Cloud experience. The team used the speech recognition library annyang to allow EasyEditor to be controlled by voice – everything from selecting building blocks, moving them to a campaign, reorganizing them and, ultimately, sending, was included.

Creating on-demand Magento environments

Ok, so this one doesn’t have the catchiest name – but it solved a very real problem: creating test environments in a particular version of Magento with a specific branch of our Magento integration can be time-consuming (and just a wee bit dull). But it’s important, as we need to test our connector against all the Magento versions before we ship changes (otherwise some of you, understandably, get upset). And so the team set to using Docker to create a Slack bot that allowed the engineers to ask Slack to create a test environment using very specific configuration requirements. What’s more, it even added some sample data to aid the testing. That’s a 40-minute job taken down to seven minutes, on average.

In too deep

It wouldn’t be a hack week without machine learning being used for something, and so this team used TensorFlow Models hosted in BigQuery to provide real-time product recommendations on websites. It’s amazing what can be done with the data held in Engagement Cloud! (Incidentally, if you haven’t got your order data and product calalogs in your account yet, then you really should – once it’s there you can do many, many useful things.)

Interactive mobile landing pages

Ever think that simply sending a customer a discount code isn’t exciting enough? This team wanted to make the process much more fun, with scratch-off panels and spinners that revealed discount codes. The aim here, of course, was to gamify customer engagement, with the team working off the premise that, “humans like interacting with things that give them a reward.” Pavlov’s Dog not included.

Ok Google, how to win Hack Week?

And finally – the judges’ overall winner. This team created an entirely new voice channel for Engagement Cloud via the Google Assistant. What was really nice to see (and one of the things the judges loved) was that it was very consumer-focused. Using the data that lots of our users will already have in their accounts, it allowed someone to check in on order statuses, make changes, and so on. It really was the perfect mix of engagement, data, and innovation.

They also produced a nifty little video of it in action (I think they might be angling for an Oscar to go alongside their Hack Week win):

dotquizulator

There’s actually one more hack from the team that won the ‘popular vote’ from live voting on the day. (We allowed staff from all around the world to vote via SMS using upcoming functionality that will be available later this year – so keep an eye out for that.) This team extended our pages and forms tool so that competitions could be built within a form, including questions that had ‘right’ and ‘wrong’ answers, and even a live tally of someone’s score. It’s very easy to imagine this in our product one day!

Hack throwback

Our Hack Week is a yearly ritual. If you’d like to see previous hacks, check out the blogs from years past

Join us and hack too

If experimenting with new technology and solving customer engagement problems in new and innovative ways seems like something you’d excel at, have a look at our open positions over at careers.dotdigital.com. You never know – maybe next year your hack will be featured here!

The post All the best bits from the dotdigital Hack Week 2019 appeared first on dotdigital blog.

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