Humanising the customer journey uk

How Can I Help you Today? How to Humanise the Purchase Journey

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Join the discussion : @dotMailer #UltimateCustomerJourney

• Global Email Service Provider

• eCommerce pedigree

• Automation for online retail

Who is dotMailer?

The growth of online

8% Overall

$370b Online Sales

2017

$231b Online Sales

10% Overall

2012

Source: Forrester


Humanising the Online Experience


• A customer experience

• A brand opportunity

• A chance to connect

Shopping is…

5 Join the discussion : @dotMailer #UltimateCustomerJourney

Seize the opportunity online

33% 29% 14%

If someone says hi

don’t ignore them!

If someone adds

products to their basket

and drops it, help them!

67% open rate

and 33% CTR

from welcome

messages

If someone places an

order, say thank you –

encourage them to

come back

Sales recaptured

through a three

step abandoned

cart program

Winback with a promo

code sent during

order confirmation

Source: dotMailer Internal


• People like talking about themselves!

• Act on behaviour not just answers

• Service & Satisfaction

• Make it useful

Questions, Questions, Behaviour?


• Treat people differently

• Friends, Family & Strangers

• Tailor the experience

• Make people feel special

Personalisation


• Stand out from the crowd

• Consider your persona

• Always add value & build trust

ROR – Return on Relationship


A 5% increase in retention yields

profit increases of 25 to 100%.

Repeat customers spend, on average,

67% more than new customers Source: Bain and Company


• The dotMailer way

• Time and Resource – 2 biggest excuses

• Time to Test

• Optimization

Think Big, Start Small, Scale Quickly


1. Welcome

2. Abandoned cart

3. Post purchase

Takeaways


1. Welcome

• Sign-up Vs Account? Multi Step, Branched?

2. Abandoned cart

• Customers Vs Guests, Top Customers

3. Post purchase

• New purchasers Vs Veterans,

• Dynamic Content & Seasonal Imagery

Takeaways


“Historically, our number-one growth driver has

been from repeat customers and word of mouth”

Tony Hsieh, Zappos


Thank You!

Presented by:

Ben Staveley

Head of eCommerce, dotMailer

@dotMailer

Humanising the customer journey uk

Presentations & Public Speaking

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