Post on 06-Jul-2015
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Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
E-mail Remarketing
Technofutur TIC – Septembre 2013
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
remarketingC’est quoi le remarketing ?
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Le monde réel…
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
… et sur Internet.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
97%des visiteurs quittent votre site
sans finir le « funnel » de conversion
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
70%des visiteurs qui commencent
ne finissent pas le « funnel » de conversion
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
70%Comment pouvons-nous
les récupérer ?
Owned / Paid
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Display Remarketing - paid
PROSPECT IS BACK ON YOUR SITE
PROSPECT YOUR SITE TRACKING EXIT BANNERING
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
0.30%Taux moyen de clic
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
8%Des « shopping cart abandoners »
finissent spontanément leur achat plus tard.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
+5%Des « shopping cart abandoners »
finissent leur achat grâce au remarketing.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
» La majorité des utilisateurs
enregistrés peuvent être recontactés
grâce à votre base de données.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
15%Taux moyen de clic
Email Remarketing - owned
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
+18%Des « shopping cart abandoners »
finissent leur achat grâce au remarketing.
Email Remarketing - owned
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
+55%les « shopping cart abandoners »
dépensent 55% de plus grâce au remarketing.
Email Remarketing - owned
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
TimingImportance du timing?
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
contentQuels messages?
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
20%Of IR1000 are remarketing using emails
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
1 message
62,4%
2 messages
17%
3 messages
20,6%
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
Offers in message one
38,2%
Offers in message two
57,7%
Offers in message three
57,7%
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
Email one Email two Email three
None Free shipping 5% off
Free shipping 10% off 20% off, Free shipping
5% off 20% off 10% off
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
Suggested timing
» Email one: 1 hour
» Email two: 2 days later
» Email three: 3 days later
» STOP:
› Don’t send mail forever
› Don’t send mail if they ordered !
Suggested content
» Email one: be honest, no discount
» Email two: discount
» Email three: discount ?
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - owned
Pour démarrer:
» Une bonne solution CRM connectée à votre site
» Terms & conditions
» Tracking codes
» Créer des scénarios personnalisés
» Sorties de scénario
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Too bad?Dommage,
vous n’avez pas leur adresse email…
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - paid
PROSPECT SUBSCRIBED
SITE A
EXIT
The prospect is setup with a specific Cookie SITE A.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
Email Remarketing - paid
PROSPECT YOUR SITE TRACKING NO
CONVERSION
RE-TARGETED
Your site recognizes the Cookie from SITE A.
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
remarketingFunnel (exit) = opportunities !
Maxence CUPPER - @maxencecupper - be.linkedin.com/in/maxencecupper/
QuestionsThank you!
Credits:
• listrak’s 2012 shopping cart abandonment review and lookbook
• Owned statistics
• Forrester Research