win back revenue: recover revenue with successful abandoned basket campaigns

Win Back Revenue:

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Recover Revenue with Successful Abandoned Basket Campaigns

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Listen via your computer speakers or on the phoneUK: +44 (0) 330 221 9922 Access Code: 144-322-780

Today’s SpeakersRecover Revenue with Successful Abandoned Basket Campaigns


Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk

Efe YucemanConsultantEmarsys

Follow the conversation on Twitter #RecoverRevenue

Interact with usRecover Revenue with Successful Abandoned Basket Campaigns

How toRECOVER LOST REVENUEFrom Across the Customer Journey

Personalisation Across Channels

92% of visitors never convert

70% of the few that do, never re-purchase

This presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket Campaigns”, a marketingfinder.co.uk webinar.

To find out more, or for the on-demand recording, visit http://goo.gl/zQev0e

http://goo.gl/zQev0e


The Missing Link Is Retention

Websitevisitors

Those who havereached the cart

Customers





Even lapsed customers convert betterthan new ones

63% of abandoned online purchases arepotentially recoverable

70% more expensive to sell toa new customer





1 percentincrease in retention can equal 10 percentgrowth in revenue





REVENUE RECOVERY





The Status Quo

Display Ad

Display AdAbandonedCart Email





What Is Revenue Recovery?

PREDICTPROTECT

RECOVERThis presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket

Campaigns”, a marketingfinder.co.uk webinar.




You Need Technology Behind You

CaptureUnify &Analyse

AutomateCampaigns

AcrossChannels

MeasureImpact





STEP 1CREATE A PLAN





During the Buying Process

Abandoned browse

On change offield predictlast season

date

Predict lastsession timespent greater

than 180

Wait1 day (s)till 07:00

Lastabandoneddate was in

the last3 days

Last purchasedate was in

the last3 days

Abandoned cart

On change offield predict

last abandoneddate

Predict lastabandoneddate was in

the last2 day (s)

Follow-up

On change offield predict

last purchasedate

Predict lastpurchase

date was inthe last

2 day (s)


Win-back

Every1 day (s)

No web visitor email

response inthe last30 days

Email withproduct

recommend-ations andvoucher

Browse Cart Post Purchase Lost Engagement





STEP 2PRIORITISE





Step 2: PrioritiseCO

MPL

EXIT

Y

OPPORTUNITY SCORE

ABANDONED BROWSE

CREDIT CARD FAILED

ABANDONED CARTS

NEWSLETTER SUBSCRIBE

DOIHOMEPAGE BOUNCES

Very Hard

Hard

Easy

Very Easy

0.5m 1m 1.5m 2mThis presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket





Step 2: Prioritise





Step 2: Prioritise

Silver

Highestrevenue

potential Higher engagement = more knowledge = relevant offers on different channels





STEP 3AUTOMATE RESPONSES





#1Deserting Diana.Browses the Cash Cow. Radio Silence.





Step 3: Automate Responses

What if you don’t havetheir email?





#2Hesitant Henrietta.Loads up the Cart.No Follow Through.





Personalized productrecommendations

Differentiate contentbased on lifecycle stage

Abandoned Shopping Cart

Facebook ads

Integrated on a multi-step multi-channel recovery

A/B testingof timing

Capture moreabandoned carts,based on UnifiedProfile identification





#3Fickle Fiona.Bought Once.Disappears.





Fickle Fiona Reactivation Email





#4Golden Gordon. Best Customer.Stops Buying.





Golden Gordon Reactivation





The #1 Factor in Revenue Recovery

ONE UNIFIEDPROFILE

Spent 20min on the site last week,browsing dresses and bags

Opened,clickedin last15 days

Bought anexpensivejacket 90days ago

• Female • Age 29• Lives in NYC• Shoes size 7.5





STEP 4GET CLOSER





Didn’t React? Target Via Facebook Ads

Facebook AdsFacebook Ads

Include Finish

Exclude

Wait5 day(s)till 07:00

Split contactsby madepurchase

last 5 days





Didn’t React? Target Via Facebook Ads

Wait5 day(s)till 07:00

Send SMS$$$Reactivation

SendSMS $$$

Reactivation

Split contactsby Madepurchase

last 5 days


Include Finish

ExcludeSplit contactsby madepurchase

last 5 days

Direct mail Finish

Exclude

Include Finish

Finish





STEP 5MEASURE





Step 5: Measuring Success





THE TECHThis presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket





Technologies Required to Recover Revenue:What to Watch Out for When Selecting Suppliers for RR

COMPLETEINTEGRATED

REALTIMEThis presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket Campaigns”, a marketingfinder.co.uk webinar.




In Summary

1 Get the right tech behind you.

2 Find the opportunities in your customer journey.

3 Prioritise them.

4 Automate programmes that respond.

5 Measure YOUR SUCCESS.This presentation is from “Win Back Revenue: Recover Revenue with Successful Abandoned Basket Campaigns”, a marketingfinder.co.uk webinar.




Questions



Morag Cuddeford-JonesConsultant Editormarketingfinder.co.uk

Efe YucemanConsultantEmarsys

3 Reasons to Complete the Exit Survey

1. You can give us your feedback

2. You can request your free copy of ‘5x5 5 Marketing Predictions For The Next 5 Years’

3. You can send a recording of the webinar to colleagues


Thank You


Win Back Revenue:Recover Revenue with Successful Abandoned Basket Campaigns