Right so this bonus episode is my takeaways from the Direct Commerce Association Digital Marketing Day I attended last week.
I ummed and ahhed about doing a takeaway from the event – partly because this week I’m busy promoting the launch of the new Get More Customers Club this week.
But I thought – there were a couple of awesome takeaways you all deserve to hear about, AND if any week deserves a bonus podcast – it’s the week episode 100 goes live!
(If you haven’t already had a listen to 100 – it’s me answering your questions – well worth a listen!)
Right – back to the takeaways…
I have info for you on:
Funky Pigeon and how they’ve improved their overall email performance by improving their automated emails
CRO – Clarity on the differences between website personalisation and website optimisation and where to start with it all
This is an area we don’t often cover – so I really wanted to bring you this bit. (And we have more CRO / UX content coming up soon with a couple of authors of books on just that!).
Qualaroo for mini survey’s in the site – eg a popup on the order confirmation page “Is there anything that nearly stopped you buying?”
Funky Pigeon – using Automated Email Campaigns to increase sales
Presented by James Atkinson, the head of marketing at Funky Pigeon, and Dan Kennedy from Experian.
They did a super-fast session about what they’d done to their automated emails to improve performance.
The overall result was that the sales- balance tipped from the broadcasts driving the most sales per week, to the automated emails (and wouldn’t all just love that!).
They worked on these automated campaigns:
Welcome campaign
Order and dispatch confirmation
Abandoned Basket
Reminder campaign (birthdays)
Each only had ONE email (and still only has one email).
Pictures of what they did (slides) for Welcome, Abandoned Baskets, and Reminder are in the shownotes (eComm…) I was quite quick enough to get the Order and despatch confirmation:
OK – so the key things they did to change everything as follows:
Make the emails mobile friendly
More calls to action
Clearer calls to action
More relevant calls to action
Add a “View in browser” link – in case that was the issue
Abandoned Baskets campaign – add the customer service details so they can get in contact about any issues
Welcome campaign – emphases the key benefits of using FunkyPigeon (pre-pay and reminders)
Welcome campaign – Reassure the customer they’ve made the right choice (Trustpilot review score)
Now can’t we all do that???
They took it to another level with the Reminder campaign – not only saying who’s birthday they’re reminding about, but also featuring products relevant for the age / gender AND mocking up those products to have the right name on them. We can’t all do that – but clever!
They measured the results in terms of the “Click to Open Rate” – so the percentage of those who opened, who clicked (pretty obvious when you’re busy tweaking creative!!)
Impact:
Welcome campaign up 7%
Abandoned Baskets up 42%
Order confirmation up 155%
Reminder up 2.5%
If you are yet to get started with automated campaigns, please start with the Welcome campaign – and you can get my free Welcome Campaign checklist on the website.
Well MasterPlan World I’m feeling pretty pleased with myself for making the time to get this little podcast out there for you.
