4 tactics to quickly engage all the new customers you just won

In last week’s blog, Sam and Ian, our data gurus, gave us some time to talk about how to read your data in dotdigital Engagement Cloud after a busy sales period like Black Friday. We’re continuing the series with some practical tactics to employ to keep those new customers you acquired engaged. After all, remember, a new customer can very quickly decay to an inactive persona that never spends with you again. Or… they are primed to become your biggest brand champions. Try some of these targeted marketing practices to make sure your new customers are seeing the best of what you have to offer.

1. Introduce your brand

Remember, these are new customers. You most likely caught them in an impulse moment (or what they thought was an impulse moment after weeks of clever nudging from your clever marketing teams ). They might not be at all that familiar with what your brand is all about or what products you offer (but more on this in tactic two). 

To build loyalty that lasts, be polite, just like grandma told you. Introduce yourselves, and put your best foot forward. Make sure this is not just another marketing email in their inboxes. Pack it with value for the new customer. If you’re planning to deliver educational content about your business, make sure it’s what they’re interested in and not just what you want them to know. Empathize with your customer by considering the materiel you like to receive when it comes to your favorite brands. If your brand resonates with your new customers, chances are, they’ll become repeat buyers and maybe even loyal fans.

Not so confident in the kind of content you could send? Currently lacking a brand story? Start by giving them a coupon campaign as a sweetener to stick around.

2. Product recommendations in emails and on site

They’ve bought one product from you already. What are the chances they won’t be interested in any other of the product range you have? It’s unlikely that there was only one product that resonated with them. It’s much more likely that your new customers just haven’t had a chance to look at your whole range yet. Make it easy for them. Bring a selection to them, by serving up product recommendations based on their own behavior or the behavior of shoppers just like them.

We don’t know about you, but here at the dotdigital offices, we all love it when we get beautiful, personalized emails delivered to our inbox, with a selection of goodies that are actually relevant to us. Especially when we get these emails on pay day! 

With Engagement Cloud, you can upsell complementary products (setting the price threshold as similar to what your new customer spent the first time around) in an email. Or surface on-site product recommendations, showcasing low-cost products you’d typically use to upsell (like batteries, screen protectors, or purses (depending on your product types of course), peppered between full-price products of your beautiful range. Don’t worry, we’ll talk you through all the amazing things you can do with product recommendations in Engagement Cloud in part three of this series.

3. Social re-targeting with audience connectors

You won that new customer. But maybe so did your competitors, having caught them in a spending spree at this busy shopping time of year. So what do you do to stand out against the competition? Expose your brand.

An old rule of marketing that has stood the test of time and proved itself time and time again is the rule of seven. The rule of seven says that it takes about seven times of being exposed to something, from an idea to a brand logo, for us to retain it long term. Sure, your new customer is not going to forget about the purchase they made with you last week. But what about in a few months’ time? How do you ensure your customer remembers you in the future enough to come back to your store?

Social re-targeting will be key here. Leverage the automation and insights of Engagement Cloud out to channels like Facebook and Google Ads to make sure you’re remembered. With audience connectors, you can sync Engagement Cloud contacts to your Facebook and Google Ad audiences. Start by syncing an entire segment to a new audience or maintain an existing one by adding contacts when they meet your predefined criteria. Audience connectors in program builder make it easy to upkeep your ad audiences and ensure optimal re-targeting campaign ROI. Easy peasy.

4. Empower new customers with a voice

Last, but by no means least, listen to what your new customers have to say. Perform a bit of data capture with them for both of your benefits. Give them control of their marketing preferences for optimal transparency, trust, and relevance. Send them surveys to find out what they want to hear about or what they want to see more of in your store. (You’ll find the tools to do all this and more in Engagement Cloud pages and forms by the way 😎).

You could consider providing a little incentive here for this exchange of information. Not only will make your new customers feel special, it will also provide you with more data, and ultimately, more power.


Not an Engagement Cloud user yet? Take a tour with our quick demo here.

Don’t forget, this is second of our three-part series in what to do after a surge in sales. Check out part one here, check back soon for part three, or sign up for blog updates and more here.

The post 4 tactics to quickly engage all the new customers you just won appeared first on dotdigital blog.

Reblogged 17 hours ago from blog.dotdigital.com

Customer Engagement: Brands need to focus more on data to engage with customers better

Customer engagement has been an industry-wide marketing term for around a decade now. It encapsulates the change in marketing philosophy brought about by three effects of digital media:

  • Rise of marketing automation
  • Move from one-to-many broadcast marketing to one-to-one conversational commerce
  • Proliferation of transactional and programmatic messaging

Customer Engagement pressures: Marketers need new ways to engage

According to the report, marketers have found that they need to find new ways to communicate with customers and build lasting relationships, or face crippling competition from more capable rivals.

Those that adopt a customer-engagement approach to their marketing strategy typically see improved customer satisfaction, resulting in improved customer retention and financial performance.

B2Cs, for instance, measure impact in increased order values and reduced marketing costs, while their B2B counterparts use customer engagement techniques to boost acquisition and optimize their lead quality.

For better customer engagement, brands need to connect and communicate smarter

Adopting a customer engagement-focused marketing strategy doesn’t happen overnight. Putting the customer at the heart of the business requires significant, inside-out change throughout the organization. Only 9% of respondents in the survey cited their business at an advanced level.

There are two main barriers to a robust customer engagement strategy:

  1. Difficulties in getting a single customer view (SCV)
  2. Disconnected technology platforms

Many businesses struggle with legacy systems that don’t work together, since driving engagement relies on the seamless connection of all data points. Plus, antiquated organizational structures impede the vital sharing of data across the business. This is another key requirement to creating a consistent and engaging experience along the path to purchase and beyond.

Headline stats highlight customer data silos

How are marketers engaging their customers?

  • 79% of respondents use email platforms
  • 65% use content management systems
  • 62% use social media tools

BUT, creating an SCV proves to be a challenge…

  • Just 65% of companies have integrated email and CRM
  • Only 56% of businesses have integrated email with their didgital analytics

And the levels of integration are far lower for other types of technology.

Consumers expect personalized experiences

Brands are well aware of the growing expectations of consumers. Personalization has, according to 25% of those surveyed, been one of the most important customer engagement-related trends in the last five years. The need to personalize is driving intermediate and advanced brands to focus more on AI as a tool to accelerate the customer experience into new realms of personalization.

More unmissable insights

For a deep-dive into all of the stats, as well as regional breakdowns across the UK & Europe, North America, and APAC, download the full version here.

You’ll discover the true importance of customer engagement, considerations and tactics for B2C and B2B, as well as how the right technology can drive long-term success.

The post Customer Engagement: Brands need to focus more on data to engage with customers better appeared first on dotdigital blog.

Reblogged 1 month ago from blog.dotdigital.com

Love your customers like every day were Valentine’s Day

Love is in the air, and so is the desire to shop. The National Retail Federation says American consumers will spend a near-record $19.6 billion on Valentine’s Day. So, just like the Romeos trying to find their Juliets (or Romeos, for that matter), you’ve got to win over your customers’ hearts. And how do you do that in?

The answer is personalization.

Personalization starts with data. Even when you match with someone on Tinder or Bumble, you’ve specifically matched with them because of data. Data helps to ensure the compatibility of matches, as it does your offering with customers.  

Once
you’ve connected your data across your business systems, you can start
unlocking your customers’ interests, behaviors, and preferences. Just like on a
first date, you want to absorb all the important information that will enhance
future experiences and make customers favor your brand over the competition.
You don’t want one date with customers, you want a lifelong relationship with
them!

Use your insight to power meaningful engagements, memorable moments that will stick with customers for the long run. After you’ve engaged your customers, it’s time to convert them. You, like Romeo, want commitment. You want to be exclusive. Because no one else – not even your fiercest competitor – can offer what you can, right? 

The work doesn’t stop there. Just like a spouse, a customer who has purchased with you needs to be nurtured and cared for. That’s how you turn one-off purchasers into repeat customers. Treat them (and their loyalty) with the love they deserve.

Let’s take a closer look at the stages involved in building customer love.

1. Connect

First and foremost, you’ve got to link up with your customers. That means gathering all of your important data in one place. If you’re an ecommerce marketer, your focus should be on consolidating contact data, website behavior, order history, and anything else that will empower your messages.

The bottom line is that you want to acquire more customers faster and retain existing ones at scale. Just like the dating scene, if you want to win the person over you’ve got to build up a complete picture of them – interests, preferences, behaviors and all.

2. Insight

Making an effort to get to know your audience doesn’t have to be hard. With the right tech stack, it can be a breeze. Once you’ve harvested your data, use tools to dissect and make sense of it. For instance, let’s say someone’s opened your email, liked the look of the products you’re promoting, and clicked through to browse your website. After several minutes they close the browser without making a purchase. That’s when your data becomes insight: they’ve opened, clicked, and browsed – but they haven’t ordered anything. “Was it something we said?”

So, unlock engagement with the power of context. In this case you should pool high-intent contacts together and trigger a timely email (like an abandoned browse campaign) to reestablish the path to purchase; like dating someone you really like, life can get in the way sometimes. It should never be too late to pick up from where you left off.

3. Empower

Now that you know who your customers are, use the tech at your disposal to organize your audience and customize your content. Data-driven tools empower your marketing team to deliver the right message to the right person, at the right time.

Segmentation is key to making your messages more relevant. According to an eMarketer report, 71% of marketers filter customers by demographic information such as location, age, and gender; while 62% segment on preferences and behavior, like order and web history.

These tactics can translate into meaningful engagement that drives a serious uplift for your business. What’s more, once you’ve identified your high-intent from your low- and your loyal customers from your one-off purchasers, you can use automation to enroll contacts onto the correct programs. This maximizes engagement as the messages they receive – which are crafted for a specific audience – should mean something to them.

4. Engage

Shower your customers with delightful experiences. This is where personalization happens; you’ve got a handle on your data, built up an idea of who your customers are, and you’ve determined who you’re sending what content to. The relevancy of your messages can spark the desired engagement – it might be to prompt a customer to refer a friend or redeem a voucher, leave a product review, or place another online order.

Imagine you’ve just downloaded Match.com and started swiping away to your dear heart’s content. After about 20 minutes of mind-numbing swipes (we’ve all been there), your matches start pouring in – or in my experience, trickling.

There are two options:

  1. Curate an unimaginative message like “Hey, how are you?”, or;
  2. Customize the greeting of each match based on what you can gather from their profile.

If they love travelling, ask them where their favorite destination is. If they’re a dog person, say that you LOVE dogs and, to break the ice, send a GIF of a Rottweiler gulping down yogurt. Creating a hook increases your chances of getting a reply; who knows, that GIF could spark the beginning of something beautiful (or culminate in a boozy and embarrassing first date).

5. Communicate

In 2019 it’s no good sending a blanket email. What if customers prefer SMS? Maybe they only like to communicate via push notifications (did you know that the worldwide opt-in rate is 67.5%?). Brands that dominate their customers’ channel preferences will have a competitive edge. Think about all the communications consumers get in a day; you need to make contact on the right channel, or else your message will never reach its intended recipient. The same goes for finding ‘the one’; what if the person you’re meant to be with is on Tinder, not Chappy, or on Bumble, not PlentyOfFish?

6. Convert

You know when you know, right? After a period of dating – perhaps it’s 7 dates, maybe it’s 10 – there’ll come a point, a specific moment in time, when you have the ‘talk’. “Oh, had the talk yet?”, your friend might ask. “No, but I think it’s coming; we seem to really like each other and I want to be exclusive.” Similarly, once a prospect starts engaging or interacting with your messages, they’ll start building up a level of intent which will potentially end in conversion.

You’ve got to make sure that you’re there, ready and waiting, once they’ve reached this level of commitment – perhaps with a perfectly targeted Google ad? Obviously customers – unlike romantic partners in a relationship (you would hope!) – won’t shop with you exclusively. But that’s not to say they won’t shop with you again and again. That’s where the romanticism of conversion comes in; it’s the beginning of a lifelong relationship between your brand and your customers.

7. Retain

Cultivate your relationships for the most profitable return on investment. Remember, generating a new customer can be up to five times more expensive that retaining an existing one. So, focusing your efforts on customer retention can mean more bang for your buck.

Let’s revert back to the Valentine’s analogy: While going all-out on February 14th is a must, it’s even more important for your partner to go the extra mile the whole year round. Customers, in a similar manner, will become more loyal if you build the love over the long term. Unfortunately, a yearly money-off voucher on their birthday won’t cut it for customers; you’ll have to nurture them continuously with consistent, data-driven messaging.

Do you have a loyalty program? What’s your VIP criteria? Is it based on average order value or the frequency of purchases? Whatever you decide, know this: customers are humans who want attention.

So go on, share the love!

Join us at dotdigital HQ on Wednesday 13th February for an evening of digital speed-dating!

Attendees will have quick-fire meetings with ecommerce experts to discuss all things ecommerce: improving conversion, customer experience, marketing, personalization, and order management.

Sign up for your place here before spaces run out!

The post Love your customers like every day were Valentine’s Day appeared first on dotdigital blog.

Reblogged 10 months ago from blog.dotdigital.com

5 ways you could be using email to secure longer-lasting loyalty from one-time BFCM customers

Once the stomping ground of only the biggest US brands, Black Friday has now become a universal sales period that for many – it is too costly to ignore.

There are brands out there who don’t embrace the annual price-cutting chaos – for example, Apple, Ikea, and the UK’s Walmart cousin, Asda. However, with 30% of annual retail sales occurring between Black Friday and Christmas (almost 40 percent for jewellery retailers), it’s easy to see why so many are still getting stuck in.

Discounting periods are proving costly for retailers the world over with UK-market leader, John Lewis, recently citing having to match twice as many discounting extravaganzas in 2018 as the key reason for a major fall in profits. The rising number of discount days retailers must acknowledge, combined with the lower lifetime value of a customer acquired during a discounting period, is a key reason why merchants must focus on securing longer-lasting loyalty from one-time shoppers acquired during the sales.

Let’s get started with five simple ways that you could be optimizing your email strategy in order to secure longer-term customer loyalty, both during BFCM and once the sales are over:

1. Segmenting your customer base from the get-go

When it comes to email, it’s tempting to adopt a one-size-fits-all approach and send the same messages out to everyone. It’s even more tempting to take this approach following BFCM, when you have a large collection of customers who have only purchased once, but you want to re-engage with as soon as possible.

You might not know everything about these customers just yet, but use the information that you do have to segment your customer base and send the most relevant emails.

Whether you segment by the type of products purchased or by the brand or collection purchased from, make sure that the first message that you send post-BFCM is highly targeted and relevant. Customers who believe that you understand their individual behaviors are more likely to return and engage again.


2. Sending emails triggered by personal events

80% of customers are more likely to shop at brands that offer personalised experiences. At the most basic level, you can achieve this by sending special messages, offers or discounts on a customer’s birthday. At a deeper level, you can send messages that are tailored around their shopping anniversaries.

For example, celebrate with them each time they unlock a reward, qualify for a higher tier on your loyalty program, or reach a specific number of purchases with your store.

Whether you offer them simple discounts in return for their ongoing engagement, or offer them more exclusive perks such as free shipping or early access to sales or new product ranges, customers will appreciate the fact that they have received an email entirely unique to them and their actions or buying behaviors.


3. Re-engaging at-risk customers with incentives to return

Customers acquired during BCFM are proven to have a lower lifetime value than those acquired at other times of year. This means that they are less likely to return and make their next purchase, leaving them ‘at risk’.

In order to prevent at-risk customers from churning, ensure that you’re giving them reasons to come back and shop again. One approach is to credit customers with points within your emails.

Even if those customers do not immediately return to use those points, you have differentiated yourself by giving them something for doing nothing – something not many retailers will do. We recommend crediting enough points so that at-risk customers can instantly unlock a new reward.

You might also consider moving customers up to a higher tier in your loyalty program, allowing them to unlock more generous or exclusive rewards that are worth returning to use. There is no cost to this strategy, and also no doubt that your customers will be pleased they stopped to open that email!

4. Making the benefits implicit

Use emails you are already sending – such as post-purchase emails – to make sure that customers know what they are missing out on if they don’t return and repeat purchase. We don’t necessarily mean other sales or discounts they could be accessing, but instead, the rewards and benefits they could be unlocking with another purchase.

Use your post-purchase emails to show customers how many points they have or could have earned with their BFCM purchase, and remind them what that could translate to in terms of rewards and benefits.

You can also let them know how many points they would need to earn to unlock other, even more valuable rewards, incentivising them to come back to your store and shop again, sooner.


5. Reiterating your brand values

For many customers, purchasing decisions around BFCM are based solely on price, rather than shared values or beliefs. That’s why we encourage merchants to take the time to share their brand values once the shopping period is out of the way and customers are thinking more clearly.

Loyalty programs are all about community and relationships, and shared values are a key incentive for customers to join and engage more with your brand. Build messaging into your welcome and post-purchase emails, so that customers immediately see how your brand resonates with their own personal values. This is a key step to building longer-term relationships that will drive customer retention and increase lifetime value.

This year, all we want for Christmas is to see merchants making the most of every opportunity to turn Black Friday Cyber Monday into a resounding retention success story, rather than just a spike in acquisition. Have a chat with one of our team to find out more, or head to the LoyaltyLion Academy to learn more about improving the effectiveness of  loyalty emails.

 

About LoyaltyLion

LoyaltyLion is a data-driven loyalty and engagement software for fast-growth ecommerce merchants. Thousands of retailers worldwide use LoyaltyLion to add their own fully customizable loyalty programs and increase customer engagement, retention and spend.  Stores using LoyaltyLion typically generate at least $15 for every $1 they spend on the platform.

 

 

The post 5 ways you could be using email to secure longer-lasting loyalty from one-time BFCM customers appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

6 ways to target ecommerce customers with SMS and email

SMS marketing provides brands with the opportunity to craft an immediate personal relationship with customers, but many are yet to incorporate the channel. With consumers running the game when it comes to tech adoption, those that act fast will stake a claim in the mobile inbox – leaving others at the back of the queue.

Today’s empowered consumer challenges us to provide exceptional brand experiences. Each interaction needs to be packed with all the contextual relevancy and personalization we now receive in our digital lives. Moreover, consumers are fully aware that they leave data breadcrumbs everywhere they go. And they expect them to be used to make their experience better.

To keep up with on-the-go consumers, marketers (firstly) need to utilize powerful technology and leverage the right data. Secondly, they need to compose brilliant, meaningful messages that compel customers to act fast. Adding complementary channels to support your email marketing efforts means you can reach the right customer through their most relevant channel. At dotmailer, we think this omnichannel expansion starts with SMS.

Multiracial hipster friends couple having fun with smartphone in subway train – Urban relationship concept with young people watching mobile phone in city underground area – Bright desaturated filter

There’s no better way to reach every customer than by bringing together the two giants in communication: SMS and email marketing automation. More than 5 billion people will own a mobile by 2019. Plus, eMarketer expects total US retail mcommerce sales will grow a further 32.7% in 2018. And with email boasting a healthy £38 return for every £1 spent, the numbers paint a healthy picture for investment. Both mediums provide much more bang for their buck compared to, say, paid media, giving you back valuable resources to spend as you see fit.

Combining these two push channels nurtures that all-important 360° customer view. Plus, you can add relevance and granularity to your strategy when you tailor your engagements to the individual. Choosing a tech provider with SMS baked in means you can add the channel to your strategy with ease – and scale quickly.

We’ve put together 6 prime use-cases for the SMS/email partnership, along with some ideas for your multi-channel campaigns:

1. Shipping/updates

Using automation to deliver a dual-channel transactional strategy is the best way to keep customers up-to-date with their purchases and deliver exceptional customer service. If you’re using an ESP like dotmailer, you can trigger SMS messages – like dispatch alerts – using the SMS service. Automate your key transactional communications through your email provider to keep all your analytics in one place.

2. Customer feedback surveys

If you’re looking for a quick way to gauge the experience your customer has received, a quick SMS survey could be just the ticket. Get feedback on your transactional emails by asking customers to reply with a number between one and ten. Quick, easy and informative!

3. Reminders and alerts

Slotting SMS extensions into your automation programs enables you to deliver emails and SMS at appropriate points along an individual customer’s journey – but at mass scale. Appointment reminders and expiry prompts are just two examples of SMS notifications that you can automate.

4. Personalized offers/marketing campaigns

In a recent survey conducted by Narvar, US online shoppers from every age group from 12-65 admitted to preferring to receive text messages over push notifications from retailers regarding their orders. The story runs parallel in the UK, with 67% of  internet users aged 18-34 stating they like receiving relevant brand offers and promotions via SMS.

Offer-led messages are more likely to strike the right chord with customers if they’re carefully considered and well-timed. Consider this use case: An existing customer browses and ‘favorites’ a sale item on your website; she leaves the website without buying, so your automation program triggers an ‘abandoned browse’ email to the customer to remind her of product she’s flagged – you could also include the date that your sale ends. If the customer doesn’t return after a chosen period, delivering an SMS to reminder her that her favorite item will soon be full price might just do the trick. You could even offer the customer an exclusive SMS discount to bring them over the line.

5. New product updates

Got a new mobile app or an upgrade to your service? These brand landmarks are worth telling your customers about and an SMS could be the ideal way to spread the good news. If you’re communicating your new app, including a CTA link to a download page helps the recipient instantly get the goods.

6. Loyalty

VIP customers deserve VIP treatment. They already feel affinity for your brand and, in some cases, may be true advocates who are sharing the positive experiences with their peers.

Loyalty reward emails containing time-sensitive content are often best backed up with SMS reminders. Updates about new points earned or those that are due to expire are a good way to show that you know and respect your customer; Think too about optimizing the conversion period for valuable customers with SMS alerts about exclusive sales access.

dotmailer SMS

SMS is an effective marketing tool that enables you to cut through the noise when other channels can’t. 54% of US retailers plan to expand their unified commerce (omnichannel initiatives) over the next 18 months, the top answer for those surveyed. It’s never been more important to get ahead of the competition.

dotmailer’s integrated global SMS service works in 156 countries, helping you amplify your automation strategy with timely and contextually relevant communication. Check it out for yourself!

Want to see what you can do with SMS? Take a quick demo.

 

The post 6 ways to target ecommerce customers with SMS and email appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

4 tips to perfectly target your customers

AI is a buzzword in marketing right now. For marketers like you, battling these everyday challenges, it acts as a shining light at the end of the tunnel. With any luck, when it comes, AI will be the end of all your marketing woes, helping you deliver content to the right person at the right time. But, before these dreams become the reality, don’t miss a trick and let today’s potential customers pass you by; make sure you’re targeting customers with smart, data-driven automation tactics.

We’ve put together a cheatsheet outlining four top tips to help you reach the next stage of your marketing journey. Have a sneak peek here:

1)   Get to know your customers

Customers’ expectations of brands are changing. They don’t want to waste their time looking at content that isn’t relevant to them. Get to know them as quickly as possible by building a preference center – the email equivalent of a handshake. By getting prospects and customers to tell you about themselves, they’re giving you a treasure trove of data to help keep your communications super-relevant.

77% of consumers expect brands to use the data in their profiles to personalize their marketing emails. In fact, they prefer it, so make the most of it!

2)   Segmentation, segmentation, segmentation

Segmentation is the key to getting the right message to the right person. While it’s not a new practice, there are still many brands out there that are only employing basic segmentation tactics. With dotmailer your segmentation knows no limits. You have access to a vast number customer of insights, including behavioral web and order-based data.

When thinking about segmentation consider things like page views or order histories to create rich, sophisticated behavior-driven groups. dotmailer’s drag-and-drop segment builder makes targeting your customers easier than ever before.

Remember: Campaigns that use segmentation typically have a 50% higher click rate. There’s really no reason not to do it.

3)   Extend your reach

Sadly, not every one of your subscribers will be responsive to your email marketing. But these contacts aren’t lost to you. It’s time to start exploring other channels.

90% of text messages are read within three minutes. With this extremely high level of engagement, it’s important not to overload contacts with useless content that pushes them further away from you. Enticing them with a unique discount code or free delivery is a great use of this channel to encourage conversion.

SMS is not only a channel for unresponsive customers though. Transactional communications are a perfect way to remind customers that you’re thinking about how to make things simpler for them, such as letting them know when to expect a delivery.  When you’re being helpful your customers are going to have a much better experience.

4)   Bring them back into the fold

Re-targeting is an essential tactic in today’s digital age. These customers have already expressed an interest in your brand. Half the battle is over. Websites alone have an average conversion rate of 2%, re-targeting gives brands a second chance to convert the remaining 98%. By keeping an eye on abandoned carts and abandoned browses, you can target customers with super-relevant content and making them 70% more likely to convert.

Through dotmailer, contacts can be auto-added to Google AdWords and Facebook Audience campaigns.

 

 

To find out more about bringing all these tips together into perfectly automated campaigns download the cheatsheet now.

Want to know more? Register today for our next #dotlive

Join us on Wednesday 11 July and learn how perfecting your marketing automation tactics can bring you closer to incorporating AI into your marketing strategy.

As well as learning about planning for the future, we have plenty of free breakfast treats for you and a chance to win dotmailer goodies on the day. After all, who said learning can’t be fun?

The post 4 tips to perfectly target your customers appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

The true taste of success: Monin stays connected to customers and understands what drives them

To inspire brand loyalty, you need to stay connected and understand what interests your customers. Why should they keep coming back? What can you offer them that a competitor can’t?

dotmailer gives you access to seamless integrations with ecommerce platforms, such as Magento, to help you achieve real results. Take the world-famous syrup brand Monin, for example, whose products adorn restaurants, coffee shops and bars in over 160 countries. The brand recognized that, to meet the needs of its diverse customer base, they needed to bring their ecommerce and email closer together.

We’ve been working closely with Monin since 2015, helping the brand create an effective content strategy, refine its automation programs and improve its audience segmentation. This was made possible by the insight that the dotmailer-for-Magento integration offers.

The brand’s success has been considerable, and we’re delighted to announce that Monin was shortlisted for the Imagine Excellence Award with dotmailer – for Commerce Marketing Team of the Year 2018.

Bringing the in-store experience online

Understanding that content was a key driver of engagement, Monin focused on generating ideas that perfectly paired dotmailer and Magento. To complement a new email campaign, Monin populated their website with relevant content – from recipes to ‘Tips & Techniques’. A super-smooth path to purchase was on the cards for customers; a call to action on the perfect iced latte experience drove readers to click through, read an inspirational blog, and head to the checkout – equipped with the syrups needed to recreate it themselves.

Getting the right message to the right customer – at the right time

To tackle the midweek lull in traffic, Monin combined the insights gathered from Magento and dotmailer to identify preferences based on user behavior. The brand was then able to target specific content and promotions to these segments. Utilizing our WebInsight tool, Monin tracked customers’ browsing history, enabling them to curate content and recommend products based on previous purchases, recently-visited product pages and abandoned cart items.

The brand’s biggest success story was its carefully planned ‘Monin Mondays’ campaign, capitalizing on slow Mondays and Tuesdays: days with typically low levels of orders. The campaign was run routinely – four to five times a year – and specifically targeted lapsed customers, those yet to make a purchase and VIPs. Spontaneously landing in inboxes with hard-hitting discounts, this campaign boosted sales by a phenomenal 400%!

These new tactics, harnessing the data and capabilities of dotmailer and its integration with Magento, have contributed to a dramatic increase in Monin’s online sales. There has been a 20% increase in conversion rates and a 10% lift in revenue generated by email. Job well done, Monin!

For more inspiration about how dotmailer can help you, visit our customer success page or contact your account manager.

What are the Imagine Excellence Awards?

Imagine is the annual conference hosted by Magento. One of the highlights of the conference is the Imagine Excellence Awards, announced on the day of the event. They celebrate the achievement in leadership, innovation, teamwork and impact of Magento merchants, developers and partners over the previous twelve months.

In 2018, they received 250 submissions across 16 categories. Those nominated are shining examples of innovation, customer experience, design, and business acumen.

 

The post The true taste of success: Monin stays connected to customers and understands what drives them appeared first on The Marketing Automation Blog.

Reblogged 1 year ago from blog.dotmailer.com

Faster, smarter email marketing for APAC customers

Another exciting landmark in dotmailer’s APAC expansion sees the launch of our brand-new data centre in Australia. As well as enhancing performance, the new instance of the platform also offers enhanced security and privacy, thanks to the combination of a physical data centre in Sydney and the utilisation of Microsoft Azure’s cloud technologies for security and encryption.

The upgrade to our infrastructure means we’re now able to store our customers’ data within the region, fully complying with the 13 Australian Privacy Principles (APP).

We opened our first Australian office in 2015 and the warm reception of our software led to the opening of a second office in Melbourne in 2016. Globally, there are around 80,000 marketers in 150 countries using the dotmailer platform – so partnering with leading technologies like Microsoft Azure truly underpins our growing presence.

“dotmailer’s customers consist of marketers and businesses that want an intuitive yet sophisticated online tool that helps them engage with their customers more effectively. By launching in Australia, we can offer customers a secure and faster service in the APAC region,” said Steve Shaw, Chief Technology Officer for dotmailer.

You can find out more about dotmailer’s infrastructure and the seriousness we place on privacy via our Trust Centre.

The post Faster, smarter email marketing for APAC customers appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com

Beauty brand Charlotte Tilbury applies a flawless approach to driving offline customers online

The global financial crash had a somewhat significant effect on the fate of these iconic and beloved brands but, in truth, the deep-rooted problem was that they’d simply failed to keep up with evolving consumer habits.

Around a decade on and it’s safe to say the high street isn’t dead. The demise of old-fashioned retailers has not only forced existing brands to reimagine the way they operate, but it’s paved the way for artisanal start-ups to bring something fresh to the arena.

Today, consumers are empowered with a multitude of ways to connect and shop with a brand. Companies with physical stores have realized that offline and online can work in harmony and are reaping the rewards of omnichannel retail. They’re developing marketing and sales strategies that are bridging the gap and offering customers a truly seamless experience; ‘click and collect’ services are a prime example of this.

Of course, there are many other ways in which omnichannel is revolutionizing the retail industry. Just check out this article that I published last year on Fred Perry’s mission to achieve a single customer view.

In this blog post I have the pleasure of announcing another omnichannel success story, again with email right at the heart. We know there are various ways to use online interactions across the customer journey to drive foot traffic to bricks-and-mortar stores – such as store locators – but Charlotte Tilbury has bucked the trend by doing the opposite: driving offline customers online.

To tease Charlotte Tilbury’s recent store opening in London’s Westfield White City, the brand showcased a quiz in the shop hoarding that passers-by could engage with. At the end of the quiz, each person was given a chosen ‘look’ – one of the brand’s 10 personas. Charlotte Tilbury’s team then offered customers the opportunity to have the details of their chosen look emailed to them.

This is one of the emails sent to people who’d engaged with the brand during its new store opening in London

Each of the 10 ‘looks’ has a dedicated web page, featuring everything from a customized music playlist to personalized beauty tips. The brand has peppered each guide with useful ‘how-to’ videos to complement corresponding beauty products, along with Pinterest buttons so users can ‘pin the look’ to their boards.

We loved this smart multi-faceted marketing approach. Not only is Charlotte Tilbury growing its database with engaged contacts, it’s collecting valuable insights on each customer so it can provide the in-store experience online and drive engagement across its social networks.

Nice work Team Charlotte Tilbury! You can find out more about the brand’s looks here.

The post Beauty brand Charlotte Tilbury applies a flawless approach to driving offline customers online appeared first on The Email Marketing Blog.

Reblogged 2 years ago from blog.dotmailer.com