Why should I implement user tracking software?

Now more than ever, brands need to be data-driven and offer a highly personalized experience. To get noticed in the inbox – over and above everybody else – it’s important to send timely, contextual emails that are meaningful to subscribers.

This is where user tracking software comes in; unlocking the power of web insight enables you to enhance the relevancy of your email campaigns. dotmailer’s web insight tool tracks the website behaviour of customers and prospects after they’ve clicked through from your emails. It gathers rich behavioural insights from your site visitors:

  • Duration of a user’s visit
  • Pages viewed
  • Point of drop out

This enriched data helps you quantify the impact of your campaigns, identify highly engaged subscribers and follow up with timely, appropriate content.

There are two key ways that our web behavioural tool can give your email marketing results a dramatic lift:

  1. Building segments that target individuals based on their web activity; for instance, those who’ve viewed pages which indicate a strong intent to buy or enquire.
  2. Powering your automations; i.e. a browse abandonment program that prompts the completion of a form or a cart recovery program that encourages the placement of an order.

Forest Holidays has recently enabled the dotmailer web behaviour tool to great effect. At present, user tracking is being leveraged to target individuals who’ve abandoned their basket by sending them a personalized, well-timed email. The results speak for themselves: a significant uplift in engagement and a 5% COS in the first 30 days of implementation.

If you’d like to know more about dotmailer’s web insight tool, contact your Account Manager, or take a free trial of our platform.

The post Why should I implement user tracking software? appeared first on The Marketing Automation Blog.

Reblogged 2 weeks ago from blog.dotmailer.com

Spotlight on Magento: Why you should choose dotmailer for Magento

In 2015, not only did we launch our dotmailer for Magento integration but we were also named one of its Premier Technology Partners. Our specialist Magento developers spent months preparing the integration so it would comply with the ecommerce platform’s codebase. The result? A super-charged tool that works in sync with Magento 1 and 2, and powers smarter, targeted, revenue-driven marketing.

The dotmailer for Magento integration takes the legwork out of marketing to your most valuable contacts, thanks to access to live data and via one interface. However, that’s certainly not the only benefit:

  • Automatic sync of your Magento subscribers, guests and customers
  • dotmailer ROI tracking within your Magento site
  • Rescue customers’ abandoned carts using triggered campaigns
  • Full campaign and contact reporting from within your dotmailer account
  • Plug-and-play extension with single sign-on
  • 24/5 support from Magento experts
  • An account manager to help you get the most out of the platform for your business
  • Multichannel automation, such as SMS

dotmailer for Magento in action

7 ways to make the most of dotmailer tools with your Magento contacts

There’s a long list of things you can do with the dotmailer for Magento integration – but here are a few of my favorites:

Automated abandoned cart emails
You can create your abandoned cart campaigns in dotmailer and then set the trigger from Magento within a minimum of 15 minutes of a cart becoming ‘lost’. You’ll be able to see the return on investment (ROI) and campaign drilldown reporting in your dotmailer account.

Download a free copy of our ‘Put the abandoned cart before the horse’ guide to see the true value of this automation.

Create segments for relevant content
Use your synced contact data fields to better target your audience. For example, things like category purchases, interests, birthday / anniversary / subscribed date / last purchased date are all relevant ways to deliver a more personal message.

Magento external dynamic content links (EDC)
Using links from your Magento site, you can display dynamic product content in your emails to customers; some of these include:

  • Recommended products based on items in cart
  • Recommended products based on order history
  • Manual recommended products
  • Bestsellers
  • Last order ID
  • Coupon codes
  • Wishlist products
  • Upsells and cross-sells
  • Most viewed products

Increase revenue with dotmailer’s automation Program Builder
Use the dotmailer program builder to create welcome, win-back, wishlist, loyalty and many more for revenue-generating campaigns that run themselves.

Catalog sync
dotmailer is releasing a new product block feature, meaning no more time-consuming product image uploads. It gives you the functionality to drag a block into your campaign and add an item by SKU – syncing the product image, URL, title and price, with a button to the item’s page.

Transactional email
We know that consistency is one of the keys to trust – so being able to brand transactional emails in line with marketing messages is an obvious benefit, What’s more, with the transactional email module, you can easily set up transactional data and view transactional reports through the dotmailer dashboard. Read more on using dotmailer for transactional emails here.

Order insight
Synchronizing the order history and insight of your contacts enables you to view all of their purchase history since becoming a guest or customer with you. This is truly invaluable in the drive towards relevancy in email marketing.

If you have any more questions, you can book a demo, register for a free trial account, reach out to your account manager, or attend one of our dotlive events. Check out the dotlive events calendar for upcoming Magento-related seminars, webinars and roadshows.

 

The post Spotlight on Magento: Why you should choose dotmailer for Magento appeared first on The Email Marketing Blog.

Reblogged 10 months ago from blog.dotmailer.com

The email marketing metrics you should be measuring

Have you ever had to answer questions from your boss about an email that didn’t perform as expected? You might have wished you had some accurate measure to back you up. The fact is, unless they’re looking at the right metrics, they could be missing the point entirely.

No matter how you spin it, emails are really important. Marketers love them, and consumers want them. The DMA can tell you that, and they do every year. But how can we quantify this?

Understanding the measurable success of emails is one of the most important tools for an email marketer.

That sounds like an obvious statement, but 55% of marketers in 2016 said they couldn’t calculate the ROI of email.[1]

The first step towards equipping yourself to deal with probing questions from above is to define what success looks like to your business. It’s easy to get lost in the sea of reporting data you now have at your disposal, or bogged down with KPI’s, industry norms, and board expectations. Instead, you need to focus on what you want your email to do. Are you a seasonal retailer looking for website traffic, or are you a B2B company seeking a high open rate from an informative email? Purpose is crucial. All audiences are different; therefore, not all marketers should be tracking the same measure of success.

Imagine you are an online shoe retailer. Do you care about open rates? Maybe. Or maybe it’s been a while since pay day. Perhaps some contacts have just bought a pair of shoes and they aren’t going to want to hear about all the other choices they could have made. So how about looking at click-to-opens? If I’m ready to buy a pair of shoes, I’m probably an active browser. I’ll open the emails, click through to the website and pore over pages and pages of options to find what I like. The more you measure this behaviour, the better you can drive it; and the more likely it is that a contact is browsing your website when they finally decide to buy.

For a B2B marketer, interactions can be less frequent and fewer in number. These companies need to identify how valuable each interaction is so they can make the most out of every opportunity. Your boss might notice a downturn in the number of emails sent, but miss that the messaging has become much more targeted. Highly tailored emails drive better engagement, leading to more website sessions and longer average dwell times.

Communicating your intent should be enough to get them off your case, right?

Wrong. Well, for most senior managers anyway. More engagement may well lead to more sales, but you need to prove it. While terms like ‘lifetime loyalty’ and ‘engagement’ excite marketers, for most budget holders they’re just a distraction from their sole concern: revenue.

Calculating the revenue value of an email address isn’t rocket science.

You can take the total revenue generated from email campaigns and divide by the average size of the overall email list over a given period (say, a year or 6 months). You can also attribute back the less direct email conversions, such as online to offline journeys, which you should take care to do. When setting your testing plans, benchmarking reports, or KPI’s, make sure you build in some value analysis to fend off any stakeholders who are less savvy when it comes to marketing.

Not only can these measurements help your board to better understand email success as a value, they will also gives you conversion and email acquisition figures to aim for in the future, supporting the growth of your email strategy and ultimate ROI.

It’s crucially important to consider the full customer journey when measuring email success. You need to think about which metrics drive your desired behaviours. Unfortunately, there is no set rule here. However, as email marketers, you’re best placed to create your own.

Want to know more? Download our cheatsheet: Track it and smash it: 6 email marketing metrics you must measure.

[1] DMA Insight: Marketer email tracking study 2017

The post The email marketing metrics you should be measuring appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 1 year ago from blog.dotmailer.com

The Magento Xcelerate program: A positive sum game

As an open source ecommerce platform, Magento is flexible and accessible for developers to work with and as a result, an active community of developers emerged on online forums and at offline meetups all over the world. Many of these were happily plugging away independently of Magento until the split from eBay in early 2015.

Free from the reins of eBay, Magento has decisively been reaching out to, promoting and rewarding the individuals, agencies and technology providers that make up its ecosystem. Last February they announced the Magento Masters Program, empowering the top platform advocates, frequent forum contributors and the innovative solution implementers. Then at April‘s Magento Imagine conference (the largest yet) the theme emerged as ‘We are Magento”, in celebration of the community.

The new Xcelerate Technology Partner Program focuses not on individuals but on business partnerships formed with the technology companies that offer tools for Magento merchants to implement.

 Sharing ideas, opportunities and successes:

This is the Xcelerate Program tagline, which acts as a sort of mission statement to get the technology partners involved moving with regards to continuously considering Magento in their own technology roadmap and jointly communicating successes and learnings from working on implementations with merchants.

“In turn, the program offers members the tools to get moving, through events, resources and contacts. Our goal is to enable you to be an integral part of the Magento ecosystem” Jon Carmody, Head of Technology Partners

The program in practice:

The new program is accompanied by the new Marketplace from which the extensions can be purchased and downloaded. The program splits the extensions into 3 partnership levels:

Registered Partners – these are technology extensions that the new Magento Marketplace team test for code quality. Extensions must now pass this initial level to be eligible for the Marketplace. With each merchant having on average 15 extensions for their site, this is a win for merchants when it comes to extension trustworthiness.

Select Partners – extensions can enter this second tier if the technology falls into one of the strategic categories identified by Magento and if they pass an in-depth technical review. These will be marked as being ‘Select’ in the Marketplace.

Premier Partners – this level is by invitation only, chosen as providing crucial technology to Magento merchants (such as payments, marketing, tax software). The Magento team’s Extension Quality Program looks at coding structure, performance, scalability, security and compatibility but influence in the Community is also a consideration. dotmailer is proud to be the first Premier Technology Partner in the marketing space for Magento.

All in all, the latest move from Magento in illuminating its ecosystem should be positive for all; the merchants who can now choose from a vetted list of extensions and know when to expect tight integration, the technology partners building extensions now with clearer merchant needs/extension gaps in mind and guidance from Magento, and of course the solution implementers recommending the best extension for the merchant now knowing it will be maintained.

Reblogged 1 year ago from blog.dotmailer.com

Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

Reblogged 1 year ago from blog.dotmailer.com