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Email ReMarketing
TIPS, STRATEGIES & PROVEN METHODS THAT
REDUCE CART ABANDONMENT




                               +1 (866) 504-9619
                               Info@UpSellit.com
                                www.UpSellit.com
                                       @UpSellit
Cart Abandonment is Steadily Growing

                                                                     Website Abandonment Rates 2006 - 2012


                                                                     2006 – 59.80% – Marketing Sherpa
                                                                     2007 – 61.36% – Coremetrics
                                                                     2008 – 62.01% – Coremetrics
                                                                     2009 – 63.19% – Coremetrics
                                                                     2010 – 69.38% – Fireclick
                                                                     2011 – 72.00% – SeeWhy
                                                                     2012 – 72.31% – Fireclick




• With an estimated 76% of all transactions resulting in cart abandonment
  (Forrester), marketers are scrambling to recover abandoned carts.




                                   +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
(Email)
           Marketing vs. ReMarketing

• Email marketing: the act of sending commercial
  messages to a group of previous or potential customers.


• Email ReMarketing: the act of sending commercial
  messages to site visitors who abandoned their cart.




                         +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Why ReMarket to Abandoned Carts?

• 76% of all transactions result in cart abandonment.

•   20-40% of shoppers will return when remarketed to.

•    Email ReMarketing typically generates 20%+ of all email
    revenue, while accounting for .1-.5% of email volume.

• An optimized email remarketing campaign can generate a
  5-15% increase in overall conversions.



                          +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
How to ReMarket to Abandoned Carts.

1. Recover the email address from abandoned carts.
2. Create a segmentation and targeting strategy.
3. Write an effective remarketing message strategy.
4. Develop an optimized timing strategy.
5. Identify the ideal incentive for the remarketing campaign.
6. Design a mobile-optimized remarketing email.
7. Test, analyze and optimize the campaign.


                         +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Recovering Leads from Abandoned Carts.

                        Old Model of Eligibility: Required that
                        shoppers advance beyond the email
                        collection stage of the checkout
                        process.

                        New Model of Eligibility: Allows
                        businesses to remarket to shoppers
                        who abandon from the email collection
                        stage of the checkout process.




               +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Pre-Submit Lead Recovery: The New Model of Eligibility
Pre-Submit Lead Recovery collects and saves visitor leads the instant they’re
typed. If the visitor abandons, then the lead is saved for remarketing
purposes.




  Single-Page Checkout                              Multi-Page Checkout
  Without Pre-Submit Lead                           With Pre-Submit Lead Recovery,
  Recovery, businesses are unable to                businesses collect 25-45% more
  remarket to first-time visitors who               leads than when only using the ‘old
  abandon a single-page checkout.                   model’ of lead collection.




                                        +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Is Pre-Submit Lead Recovery Legal?

In short, yes. Pre-Submit Lead Recovery does not violate any US or EU
regulations, nor does it violate any Google, Yahoo or Bing terms of service.


In accordance with the European Union’s Privacy Policy Act, as long as the
usage of a pre-submit lead recovery technology is disclosed in the website’s
terms and conditions, then it is completely legal to remarket to these leads.


The U.S. tends to focus on regulations surrounding the distribution of commercial
messages (e.g. CAN–SPAM Act), but leaves a grey area surrounding the collection of
online customer information on your own site.




                                    +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Datahound: UpSellit’s Pre-Submit Lead Recovery Technology
        • Collect Leads in Real-Time
        • Target & Suppress Specific Form Fields
        • Auto-Correct Incomplete Emails
        • Automated Email De-Duplication
        • Automated Suppression List Identification
        • Automated List Hygiene
        • Encrypted & Secure Data Storage



            Demo Pre-Submit Lead Recovery




                         +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Segmenting Traffic to Target Consumers

• When creating an effective remarketing strategy, keep one key goal
  in mind: provide a highly relevant engagement that directly
  addresses the consumer’s needs.

• The more relevant the message, the more likely it is that the
  consumer will open, read, click and convert.

• Marketers need to know why the consumer came to their site, what
  they did while they were there, and the probable reasons why they
  abandoned. With these three considerations in mind, marketers can
  began building their campaign segmentation.



                              +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Gathering Customer Insight

• Understanding why a customer came to the website provides
  valuable insight into what a customer’s needs are and what
  motivates them to take action.


• Google search terms, advertising campaigns, and promotions all
  provide valuable insight into why the consumer chose to visit the
  site.
• By recording the pages visited and the time spent on those pages,
  marketers can create a reliable view of what the user may have
  been looking for but was ultimately unable to find.



                              +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Segmenting Abandoned Carts
Segmenting abandoned carts is the ideal way to deliver a relevant remarketing
experience. By identifying the traffic’s original source, marketers have insight into
what they’re needs and interests are. By segmenting abandoned carts by the
page they abandoned, marketers can address probable concerns.




                                    +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Top 6 Reasons for Abandonment
  1   44% - Shipping and handling costs were too high.

  2   41% – I was not ready to purchase the product.


  3   27% – I wanted to compare prices on other sites.


  4   25% – Price was higher than I wanted to pay.


  5   24% – Was saving products in the cart for later.


  6   22% – Shipping & handling costs too late in
      checkout.
                                                     Source: Forrester Report 2011



                     +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
The Proven 3-Part Message Strategy

• UpSellit has found that the most effective email remarketing
  campaigns consist of three emails sent over the span of one
  week.

• Emails containing customer-specific content have proven to
  perform almost twice as well as generic email formulas.


• Each email in the series should have a unique strategy that
  works both independently and collectively.




                            +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
1st ReMarketing Email

    • Assume there was an issue with the order, and apologize.

    • Offer customer support contact information.

    • Establish credibility with content specific to their experience.



The marketer’s objective is to establish trust and credibility by offering assistance.
A polite and helpful tone, combined with relevant content and a clear call-to-action can
often produce a 5-10% sales rate for the first email alone.




                                     +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
2nd ReMarketing Email

            • Assume they did not receive the first email.

            • Apologize for any issues they may experienced.

            • Offer a special discount.



Offering a small incentive in the second email is a highly effective method of peaking
customer interest and recovering the sale. Combining this new value alongside
targeted content and a clear call-to-action can account for 20-30% of the campaign’s
total conversions.



                                     +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
3rd ReMarketing Email

  • Make it clear that this is the last message they will receive.

  • Reiterate the special discount.

  • Inform them there is only a specific amount of time to redeem.



If the second email was unsuccessful at converting the consumer, include messaging
that creates a strong sense of urgency. By simply creating a limitation around the
offer previously presented, the third email can deliver 35-45% of the total campaign
sales.



                                   +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Timing Each Email


• The timing of your messages can make or break your campaign. If
  you provide an incentive too early, you can reduce your bottom line
  and if you wait too long you can miss the sale altogether.



• When it comes to timing, the answer is always test, test, test and test
  some more. Every demographic has slightly different purchase
  behaviors and every product has a unique sales cycle.




                               +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Is There a Best Day for the First Email?

• UpSellit has found that the most successful time to send the first
  email doesn't really depend on the day of the week, but rather on the
  day the cart was abandoned.



• Sending the first remarketing email at the exact moment of cart
  abandonment results in approximately 38% more conversions than
  emails sent 2 hours after the site was abandoned.




                               +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
When to ReMarket, Again.

•   The secret to driving the highest conversions
    for the second email was adapting to the
    customer’s lifestyle.


•   For ecommerce sites targeting young adults,
    conversion rates were highest when the
    second email was sent between the hours of
    6AM and 8AM on the day following the
    abandoned cart.


•   Conversions are consistently the highest
    when the third email was sent on the first
    Sunday following the initial abandon.



                                          +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Identifying the Ideal Incentive
• Offering a consumer the right incentive at the right time is the
  perfect way to provide that extra nudge needed to recover an
  abandoned shopper.


• The only way to accurately identify the ideal incentive for your
  business is to split test multiple offers. The ideal incentive will result
  in the largest net profit gain.


• Predicting and calculating the lift in net profit requires an analysis of
  what converts best and what provides the largest return on
  investment (ROI).


                                +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Identifying the Ideal Incentive

                                    •   ROI: Subtract the net cost of the
                                        incentive from the net profit from
                                        the new conversions.


                                    •   Tip: Consider the average order value
                                        and the customer lifetime value of new
                                        conversions when calculating net
                                        profit.

                                    •   Ideal Incentive: Indicated by the Net
                                        Profit, the ideal incentive provides the
                                        highest revenue gain, not just the best
                                        ROI or highest increase in
                                        conversions.




             +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Recommended Incentives
          Digital Media.
          Relevant videos, eBooks, music, or software can lift sales without hurting
          ROI.
          Discount on Purchase.
          Providing a percentage discount can result in increased average order values.


          Free Shipping.
          Eliminating the number one purchase concern (Forrester) will boost
          conversions.
          Free Gift.
          A gift with a perceived value much higher than its cost to you is most effective.



A successful incentive will increase conversions by actively ‘tipping the scales’ on the
purchase decision by balancing out whatever negative reaction was preventing the
consumer from converting. The ‘heavier’ the incentive, the higher the lift in sales.


                                       +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Tips for Effective Incentives

An ideal incentive will always have a higher perceived value than the
actual cost of the offer.


Incorporate targeted incentives into your campaign segmentation


Increase the ROI of an incentive by requiring a minimum order value.


A static (free shipping, $5 Off) discount will often outperform a
percentage discount.


Prevent coupon proliferation with one-time-use coupon codes.



                            +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Anatomy of a Successful ReMarketing Email

• A successful email has one primary message and remains focused
  on that message throughout the email.



• When all of the copy, graphics, and call-to-actions are reinforcing the
  same message, campaign performance will often more than double.



• UpSellit has outlined a set of best practices and marketing
  suggestions that will help you develop an effective email layout for
  your remarketing campaign.



                              +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Anatomy of a Successful ReMarketing Email
Subject lines should not exceed 45 characters. Avoid words like: confirm, upgrade, rewards, coupon, discount, savings, etc.




                                                                                   Pre-header text allows users to have a quick
                                                                                   preview of the message.

                                                                                   By placing the CTA on the far left you ensure
                                                                                   the user will be able to see it on any device or
                                                                                   email application. Limit height to 100 pixels.

                                                                                   Using the customer’s name will increase
                                                                                   engagement.

                                                                                   An image of the abandoned product creates
                                                                                   immediate relevance.

                                                                                   The common ‘fold’ line for emails is 200-250
                                                                                   pixels from the top. Be sure to include the
                                                                                   primary message above this line.


                                 1 of 3


                                                   +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Anatomy of a Successful ReMarketing Email

                                                    A bulleted list of key value propositions and
                                                    differentiators provides a quick way to
                                                    address common concerns and answer
                                                    FAQs.
                                                    The email copy should use common web
                                                    fonts such as Arial, Tahoma or Times New
                                                    Roman. For legibility, use at least 12pt fonts
                                                    for body copy and 20pt for headlines.


                                                    Try to keep the size of each image at 20k or
                                                    less. The overall size of the email should not
                                                    exceed 70k.

                                                    Be sure to include alt tags for all images in
                                                    the email. Alt tags allow users to understand
                                                    what the image is, what the offer may be, or
           2 of 3                                   what the main message of the email is before
                                                    they download the images.




                    +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Anatomy of a Successful ReMarketing Email


                                                    Do not create your emails using style sheets,
                                                    JavaScript or excessive code. Writing the
                                                    HTML in a simple text editor is the easiest
                                                    way to ensure your email will be displayed
                                                    properly across every platform.

                                                    Create CAN-SPAM compliant emails by
                                                    including a physical mailing address,
                                                    providing an unsubscribe link (and honoring
                                                    unsubscribe requests), and be straightforward
                                                    about who is sending the email as well as the
                                                    commercial quality of the message.
           3 of 3




                    +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Converting the Mobile Mailbox
• With a 54% increase in the number emails read on a mobile device
  from 2010 to 2011, marketers can no longer ignore the mobile
  mailbox.


• While desktop mail applications typically display 38 to 47 characters
  in the subject line, some mobile applications only display the first 6-
  12 characters.


• Marketers should analyze each key performance indicator (open,
  read, click-through and conversion) and how it may be affected by
  the limitations of a mobile device.



                               +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Converting the Mobile Mailbox
• Subject lines that include popular or memorable keywords as well as
  branded sender names will help consumers remember and find your
  email when they’re ready to make their purchase.

• HTML emails shouldn't be any more than 550 pixels wide and
  messages should also be formatted and designed for left alignment.

• limit the size of each image to 20k and to keep the overall size of the
  email under 70k.

• By creating an email that is easily read, understood and clicked-
  through, you’ll instantly see your mobile conversions rise.


                              +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
UpSellit’s Cart Abandonment Solutions
 UpSellit provides online businesses a suite of custom cart abandonment
 solutions that increase conversions on a pay-for-performance pricing model.




Abandonment Chat recovers             Email ReMarketing reduces cart                Abandonment Surveys recover
abandoned carts with automated chat   abandonment with a series of highly           customers with a dynamic survey
agents that answer FAQs and           targeted messages that convince               engagement that reacts to user
address concerns.                     abandoned customers to come                   responses in real-time.
                                      back.




                                              +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
UpSellit’s Full-Service Email Remarketing

Zero Investment                                        Complete Client Control
•   100% pay-for-performance pricing model             •    Once developed, everything is provided to the
                                                            client for the review, edit and approval process.


Expert Analysis                                        Simple Integrations
•   Identifies possible reasons for abandonment        •    Integrate seamlessly with all shopping cart
    and develops a customized customer recovery             platforms, analytics providers, affiliate
    strategy.                                               networks, and website architectures.


Custom Strategies                                      Easy Implementation
•   Common customer pain points and key traffic        •    UpSellit provides a short JavaScript tag that is
    sources are identified for the traffic                  simply pasted into the footer of relevant
    segmentation matrix                                     website pages.




                                           +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
Contact Us Today!

   +1 (866) 504-9619
   +1 (805) 435-0330

   Info@UpSellit.com


   5655 Lindero Canyon Road, Suite 702
   Westlake Village, CA 91362

   www.UpSellit.com


       +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit

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Cart Abandonment: How to Increase Sales with Email ReMarketing

  • 1. Email ReMarketing TIPS, STRATEGIES & PROVEN METHODS THAT REDUCE CART ABANDONMENT +1 (866) 504-9619 Info@UpSellit.com www.UpSellit.com @UpSellit
  • 2. Cart Abandonment is Steadily Growing Website Abandonment Rates 2006 - 2012 2006 – 59.80% – Marketing Sherpa 2007 – 61.36% – Coremetrics 2008 – 62.01% – Coremetrics 2009 – 63.19% – Coremetrics 2010 – 69.38% – Fireclick 2011 – 72.00% – SeeWhy 2012 – 72.31% – Fireclick • With an estimated 76% of all transactions resulting in cart abandonment (Forrester), marketers are scrambling to recover abandoned carts. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 3. (Email) Marketing vs. ReMarketing • Email marketing: the act of sending commercial messages to a group of previous or potential customers. • Email ReMarketing: the act of sending commercial messages to site visitors who abandoned their cart. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 4. Why ReMarket to Abandoned Carts? • 76% of all transactions result in cart abandonment. • 20-40% of shoppers will return when remarketed to. • Email ReMarketing typically generates 20%+ of all email revenue, while accounting for .1-.5% of email volume. • An optimized email remarketing campaign can generate a 5-15% increase in overall conversions. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 5. How to ReMarket to Abandoned Carts. 1. Recover the email address from abandoned carts. 2. Create a segmentation and targeting strategy. 3. Write an effective remarketing message strategy. 4. Develop an optimized timing strategy. 5. Identify the ideal incentive for the remarketing campaign. 6. Design a mobile-optimized remarketing email. 7. Test, analyze and optimize the campaign. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 6. Recovering Leads from Abandoned Carts. Old Model of Eligibility: Required that shoppers advance beyond the email collection stage of the checkout process. New Model of Eligibility: Allows businesses to remarket to shoppers who abandon from the email collection stage of the checkout process. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 7. Pre-Submit Lead Recovery: The New Model of Eligibility Pre-Submit Lead Recovery collects and saves visitor leads the instant they’re typed. If the visitor abandons, then the lead is saved for remarketing purposes. Single-Page Checkout Multi-Page Checkout Without Pre-Submit Lead With Pre-Submit Lead Recovery, Recovery, businesses are unable to businesses collect 25-45% more remarket to first-time visitors who leads than when only using the ‘old abandon a single-page checkout. model’ of lead collection. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 8. Is Pre-Submit Lead Recovery Legal? In short, yes. Pre-Submit Lead Recovery does not violate any US or EU regulations, nor does it violate any Google, Yahoo or Bing terms of service. In accordance with the European Union’s Privacy Policy Act, as long as the usage of a pre-submit lead recovery technology is disclosed in the website’s terms and conditions, then it is completely legal to remarket to these leads. The U.S. tends to focus on regulations surrounding the distribution of commercial messages (e.g. CAN–SPAM Act), but leaves a grey area surrounding the collection of online customer information on your own site. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 9. Datahound: UpSellit’s Pre-Submit Lead Recovery Technology • Collect Leads in Real-Time • Target & Suppress Specific Form Fields • Auto-Correct Incomplete Emails • Automated Email De-Duplication • Automated Suppression List Identification • Automated List Hygiene • Encrypted & Secure Data Storage Demo Pre-Submit Lead Recovery +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 10. Segmenting Traffic to Target Consumers • When creating an effective remarketing strategy, keep one key goal in mind: provide a highly relevant engagement that directly addresses the consumer’s needs. • The more relevant the message, the more likely it is that the consumer will open, read, click and convert. • Marketers need to know why the consumer came to their site, what they did while they were there, and the probable reasons why they abandoned. With these three considerations in mind, marketers can began building their campaign segmentation. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 11. Gathering Customer Insight • Understanding why a customer came to the website provides valuable insight into what a customer’s needs are and what motivates them to take action. • Google search terms, advertising campaigns, and promotions all provide valuable insight into why the consumer chose to visit the site. • By recording the pages visited and the time spent on those pages, marketers can create a reliable view of what the user may have been looking for but was ultimately unable to find. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 12. Segmenting Abandoned Carts Segmenting abandoned carts is the ideal way to deliver a relevant remarketing experience. By identifying the traffic’s original source, marketers have insight into what they’re needs and interests are. By segmenting abandoned carts by the page they abandoned, marketers can address probable concerns. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 13. Top 6 Reasons for Abandonment 1 44% - Shipping and handling costs were too high. 2 41% – I was not ready to purchase the product. 3 27% – I wanted to compare prices on other sites. 4 25% – Price was higher than I wanted to pay. 5 24% – Was saving products in the cart for later. 6 22% – Shipping & handling costs too late in checkout. Source: Forrester Report 2011 +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 14. The Proven 3-Part Message Strategy • UpSellit has found that the most effective email remarketing campaigns consist of three emails sent over the span of one week. • Emails containing customer-specific content have proven to perform almost twice as well as generic email formulas. • Each email in the series should have a unique strategy that works both independently and collectively. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 15. 1st ReMarketing Email • Assume there was an issue with the order, and apologize. • Offer customer support contact information. • Establish credibility with content specific to their experience. The marketer’s objective is to establish trust and credibility by offering assistance. A polite and helpful tone, combined with relevant content and a clear call-to-action can often produce a 5-10% sales rate for the first email alone. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 16. 2nd ReMarketing Email • Assume they did not receive the first email. • Apologize for any issues they may experienced. • Offer a special discount. Offering a small incentive in the second email is a highly effective method of peaking customer interest and recovering the sale. Combining this new value alongside targeted content and a clear call-to-action can account for 20-30% of the campaign’s total conversions. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 17. 3rd ReMarketing Email • Make it clear that this is the last message they will receive. • Reiterate the special discount. • Inform them there is only a specific amount of time to redeem. If the second email was unsuccessful at converting the consumer, include messaging that creates a strong sense of urgency. By simply creating a limitation around the offer previously presented, the third email can deliver 35-45% of the total campaign sales. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 18. Timing Each Email • The timing of your messages can make or break your campaign. If you provide an incentive too early, you can reduce your bottom line and if you wait too long you can miss the sale altogether. • When it comes to timing, the answer is always test, test, test and test some more. Every demographic has slightly different purchase behaviors and every product has a unique sales cycle. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 19. Is There a Best Day for the First Email? • UpSellit has found that the most successful time to send the first email doesn't really depend on the day of the week, but rather on the day the cart was abandoned. • Sending the first remarketing email at the exact moment of cart abandonment results in approximately 38% more conversions than emails sent 2 hours after the site was abandoned. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 20. When to ReMarket, Again. • The secret to driving the highest conversions for the second email was adapting to the customer’s lifestyle. • For ecommerce sites targeting young adults, conversion rates were highest when the second email was sent between the hours of 6AM and 8AM on the day following the abandoned cart. • Conversions are consistently the highest when the third email was sent on the first Sunday following the initial abandon. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 21. Identifying the Ideal Incentive • Offering a consumer the right incentive at the right time is the perfect way to provide that extra nudge needed to recover an abandoned shopper. • The only way to accurately identify the ideal incentive for your business is to split test multiple offers. The ideal incentive will result in the largest net profit gain. • Predicting and calculating the lift in net profit requires an analysis of what converts best and what provides the largest return on investment (ROI). +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 22. Identifying the Ideal Incentive • ROI: Subtract the net cost of the incentive from the net profit from the new conversions. • Tip: Consider the average order value and the customer lifetime value of new conversions when calculating net profit. • Ideal Incentive: Indicated by the Net Profit, the ideal incentive provides the highest revenue gain, not just the best ROI or highest increase in conversions. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 23. Recommended Incentives Digital Media. Relevant videos, eBooks, music, or software can lift sales without hurting ROI. Discount on Purchase. Providing a percentage discount can result in increased average order values. Free Shipping. Eliminating the number one purchase concern (Forrester) will boost conversions. Free Gift. A gift with a perceived value much higher than its cost to you is most effective. A successful incentive will increase conversions by actively ‘tipping the scales’ on the purchase decision by balancing out whatever negative reaction was preventing the consumer from converting. The ‘heavier’ the incentive, the higher the lift in sales. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 24. Tips for Effective Incentives An ideal incentive will always have a higher perceived value than the actual cost of the offer. Incorporate targeted incentives into your campaign segmentation Increase the ROI of an incentive by requiring a minimum order value. A static (free shipping, $5 Off) discount will often outperform a percentage discount. Prevent coupon proliferation with one-time-use coupon codes. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 25. Anatomy of a Successful ReMarketing Email • A successful email has one primary message and remains focused on that message throughout the email. • When all of the copy, graphics, and call-to-actions are reinforcing the same message, campaign performance will often more than double. • UpSellit has outlined a set of best practices and marketing suggestions that will help you develop an effective email layout for your remarketing campaign. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 26. Anatomy of a Successful ReMarketing Email Subject lines should not exceed 45 characters. Avoid words like: confirm, upgrade, rewards, coupon, discount, savings, etc. Pre-header text allows users to have a quick preview of the message. By placing the CTA on the far left you ensure the user will be able to see it on any device or email application. Limit height to 100 pixels. Using the customer’s name will increase engagement. An image of the abandoned product creates immediate relevance. The common ‘fold’ line for emails is 200-250 pixels from the top. Be sure to include the primary message above this line. 1 of 3 +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 27. Anatomy of a Successful ReMarketing Email A bulleted list of key value propositions and differentiators provides a quick way to address common concerns and answer FAQs. The email copy should use common web fonts such as Arial, Tahoma or Times New Roman. For legibility, use at least 12pt fonts for body copy and 20pt for headlines. Try to keep the size of each image at 20k or less. The overall size of the email should not exceed 70k. Be sure to include alt tags for all images in the email. Alt tags allow users to understand what the image is, what the offer may be, or 2 of 3 what the main message of the email is before they download the images. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 28. Anatomy of a Successful ReMarketing Email Do not create your emails using style sheets, JavaScript or excessive code. Writing the HTML in a simple text editor is the easiest way to ensure your email will be displayed properly across every platform. Create CAN-SPAM compliant emails by including a physical mailing address, providing an unsubscribe link (and honoring unsubscribe requests), and be straightforward about who is sending the email as well as the commercial quality of the message. 3 of 3 +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 29. Converting the Mobile Mailbox • With a 54% increase in the number emails read on a mobile device from 2010 to 2011, marketers can no longer ignore the mobile mailbox. • While desktop mail applications typically display 38 to 47 characters in the subject line, some mobile applications only display the first 6- 12 characters. • Marketers should analyze each key performance indicator (open, read, click-through and conversion) and how it may be affected by the limitations of a mobile device. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 30. Converting the Mobile Mailbox • Subject lines that include popular or memorable keywords as well as branded sender names will help consumers remember and find your email when they’re ready to make their purchase. • HTML emails shouldn't be any more than 550 pixels wide and messages should also be formatted and designed for left alignment. • limit the size of each image to 20k and to keep the overall size of the email under 70k. • By creating an email that is easily read, understood and clicked- through, you’ll instantly see your mobile conversions rise. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 31. UpSellit’s Cart Abandonment Solutions UpSellit provides online businesses a suite of custom cart abandonment solutions that increase conversions on a pay-for-performance pricing model. Abandonment Chat recovers Email ReMarketing reduces cart Abandonment Surveys recover abandoned carts with automated chat abandonment with a series of highly customers with a dynamic survey agents that answer FAQs and targeted messages that convince engagement that reacts to user address concerns. abandoned customers to come responses in real-time. back. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 32. UpSellit’s Full-Service Email Remarketing Zero Investment Complete Client Control • 100% pay-for-performance pricing model • Once developed, everything is provided to the client for the review, edit and approval process. Expert Analysis Simple Integrations • Identifies possible reasons for abandonment • Integrate seamlessly with all shopping cart and develops a customized customer recovery platforms, analytics providers, affiliate strategy. networks, and website architectures. Custom Strategies Easy Implementation • Common customer pain points and key traffic • UpSellit provides a short JavaScript tag that is sources are identified for the traffic simply pasted into the footer of relevant segmentation matrix website pages. +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit
  • 33. Contact Us Today! +1 (866) 504-9619 +1 (805) 435-0330 Info@UpSellit.com 5655 Lindero Canyon Road, Suite 702 Westlake Village, CA 91362 www.UpSellit.com +1 (866) 504-9619 | Info@UpSellit.com | www.UpSellit.com | @UpSellit