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Adaptive Marketing Boosts Sales

By eCommerce Case Studies, eCommerce Trends, Email Marketing, SMS Marketing

Personalized recommendations are designed to deliver motivation tailored to each customer. Achieving that advantage at scale calls for adaptive automation.

“Show me the offers I want to see.” That’s what customers who have been given recommendations by Amazon and Netflix for over a decade have learned to expect of eCommerce today.

There’s no one-size-fits-all solution offering that will get everyone’s attention. Targeted marketing only works if the right message gets to the right person at the right time and through the right channel.

While that is beyond human capability, it is within reach of those who tap into the power of adaptive automation. As a result of collecting millions of data points over several years, Remarkety can deliver big data insight to derive insight into what appeals most to each customer segment in any type of eCommerce vertical.

Remarkety automates the process of customer analytics through its machine learning models that enables it to identify what appeals to that particular customer. That means that Remarkety clients can deliver personalization for both product recommendations and for the types of promotional offers that get customers to finalize their purchases.

The ROI of relevant recommendations

Customers prefer shopping where they get personalized recommendations. “Shoppers that clicked a recommendation were nearly twice as likely to come back to the site,” reports Salesforce.

That jibes with Merkle’s 2021 Consumer Experience Sentiment Report. About half of the 1300 customers surveyed said that “personalization makes it easier to find products of interest.”

Beyond appreciating the items, customers come to appreciate the brand that delivers on what they need: “88% of consumers view a brand’s products as having higher quality if they feel like the brand is listening to their needs.”

This positive association nearly always translates into repeat business, which raises the LTV of the customer. Both according to Merkle and Accenture  91% of customers say they’d make repeat purchases from brands whose recommendations reflect that they understand them.

The conversion rate for the online shopper who responds to a recommendation is 70% higher per session than for those shopping without the recommendation, according to eMarketer. The benefit holds even on return sessions to the extent of a 55% greater conversion.

The average order value (AOV) is also boosted by recommendation. Shoppers who clicked recommendations had an average spend of 10% higher, according to  Salesforce. Even more significantly, “the per-visit spend of a shopper who clicks a recommendation is five times higher.”

It all adds up to a substantial boost for eCommerce. Salesforce found though only 7% of site visits came through recommendations, those visits accounted for 24% of orders and 26% of revenue. According to Gartner personalized messaging delivers a 16% lift overall.

Why machine learning is key to effective product recommendations

What would take a person days to figure out, machine learning can do in an instant. ML has the ability to consider a lot more factors than a human being can and can do it many times over in rapid succession.

It always refers to the customer’s purchasing profile to identify the segment that sheds light on what would be of interest in future purchases. In addition to that, machine learning constantly adapts its recommendations in response to any signal, like what people are currently buying, what holiday or  season is coming up, what’s currently in stock,  etc.

Remarkety’s product recommendation feature applies predictive analytics to generate personalized product recommendations. It leverages data both from the individual customer and the customer’s  segment, drawing on  browsing and purchase history to deliver different options for personalizing your recommendations to your customer:

  • Complementary product recommendations triggered by a purchase; like the eye liner that matches the eye shadow, the bowl in the same pattern as the platter purchased, etc.. This is key to cross-selling and upselling.
  • Best sellers from customer’s favorite category: for the customer who has demonstrated an interest in pet items, for example, this can show what other pet owners are buying now. This comes together through machine learning aggregation that segments the customer correctly to offer relevant recommendations.
  • What’s new or trending now. This has to take into account near real time data to show what is popular at present.  Even if such recommendations are not tailored to individual taste, customers do like to be informed about what’s new.

Less is more is the guiding principle behind automated  recommendations via email or SMS. Customers appreciate these messages because they save them time in searching. However, sending them too many options removes the feeling of personal curation and comes across as spam.

The Coupon Dynamic 

Every marketer knows that one sure-fire way to grab customers’ attention and motivate them to complete a purchase  by offering a coupon. Online coupon usage has been growing steadily in the United States over the past several years, rising from 126.8 million in 2015 to 145.3 million in 2021, according to Statista estimates.

But  not all coupons function the same way. Some are set up like traditional paper coupons that give the same offer to everyone. Those are called static coupons.

Dynamic coupons, in contrast, can be personalized with  different “unique” coupon codes that correspond to specific customer segments. That makes them not just  more effective at motivating the customers they target but also valuable in terms of revealing which forms of discounts prove most effective.

Because they are unique to individuals and campaigns, dynamic coupons help identify what pushed a particular customer to convert. Then businesses can apply the promotions that  get results for the targeted segment.

Types of promotions

1. Free Shipping

This kind of promotion is pretty much expected for online orders today thanks to the practices set by Amazon, Target, Walmart, and other big names in retail. Often it will require some minimum order, though every once in a while an eCommerce will push a free shipping promotion or even free expedited shipping — like Amazon Prime — on any amount to incentivize a purchase immediately.

2. Dollar amount off

These promotions frequently range from $5 to $25, though they can go even higher with sliding scale offers to promote making a larger order like $30 off $150 and $50 off a $200 purchase. Given that $15 off is common for women’s clothing retailers, it’s likely there’s been some research that shows that figure motivates those customers.

3. Percentage off

The most common percentage off coupon is 20%, but discounts can be lower, too. Incentivized branded credit card purchases from Target, Walmart, and Lowe’s build in a 5% discount. Banana Republic frequently adds another 10% off for its branded card users. That would be on top of its typical 40% off offers.

4. Free gift with purchase 

These are used to incentivize buying more than one thing to get up to the qualifying amount. It’s often something like a bag, like a shopping tote or a cosmetic bag , depending on the brand offering the promotion.

5. VIP offer, referral reward, order preview, or subscription incentives 

These promotions can be anything of the above extended to customers to incentivize an action like subscribing to email or SMS or for sharing a link with a friend. It can also be used as an exclusive promotion to make customers feel special  Remarkety insight into dynamic coupons can let you know which offer is most likely to convert for these customers.

The role of machine learning in dynamic coupons

Marketers don’t have to just select among the five categories above to serve promotions to their customers; they have to figure out how much each type of promotion should be.

For example, if you want to go with percentage, is 10% off the way to go, or is too low to motivate this segment of customers? You don’t know for yourself until you try, and then you might have lost that sale for the customers.

What Remarkety does is draw on its vast data to analyze what kind of offers the segment in question has responded to. It may find that 15% off is the sweet spot for one targeted segment. Another may ignore percentage discounts altogether but alway start shopping when given a $10 credit. Others may place an order every time they get an offer for a free gift with purchase.

Remarkety has already collected millions of data points and run the big data analysis to allow you to reap the benefits of  machine learning for automated offers that are guaranteed to get the best results. Dynamic coupons reveal which promotions convert your customers, and adaptive marketing can apply the best offer.

Coupled with your automated email marketing program, the savings incentive grabs your customer’s attention and motivates conversion. Remarkety’s stats show that they garner a 76% improvement over the average open rate and an 82% improvement over the average click rate for email marketing.

Adaptive automation will become essential for  businesses to compete with the Remarkety advantage of responsiveness, agility, and effectiveness.

Try Remarkety for free or book a demo

Free Download from Remarkety: Cart Abandonment Ebook

How Automated Fulfillment Improves eCommerce Shopping Experience

By eCommerce Case Studies, eCommerce Trends, Email Marketing, SMS Marketing

Want to know the secret of getting your automated emails and text messages opened? It’s setting them up as fulfillment messages.  

All those emails or texts that confirm an order, thank the customer for the order, let them know the order has shipped, let them know the order has arrived, etc. garner better than average open rates. Smart eCommerce businesses capitalize on that to promote additional purchases with personalized recommendations and coupons to strengthen retention, boost revenue, and increase customer LTV (lifetime value).

Retention efforts always pay off. A mere 5% increase in customer retention rate results in a minimum 25% lifetime value in a company’s profits.

Fulfillment opportunities to connect

A fulfillment message is a way to arouse all sorts of positive feelings in your customer.

  • An order confirmation reassures customers that the order is being processed.
  • A text or email when it has shipped lets them know when to expect delivery, which heightens their anticipation and removes the anxiety that would arise from not knowing when it would come.
  • A text or email that the item has been delivered makes them look forward to opening their package as soon as they get home.

Customers really appreciate being kept in the loop of their order’s progression, which is why they will open those emails and texts to find out the latest status. Positive feelings associated with the communication increase positive feelings for your brand that makes them more inclined to purchase again, particularly if you make them a tempting offer with personalized recommendations and promotions.

As they are thinking about when they’re going to get what they ordered from your store, they are much more likely to click on the text or email after an order than they would be when they are not waiting on an order.

The following are the five essential aspects of winning more business and loyalty through transactional emails:

1. Use that data

An eCommerce store involves massive amounts of data. Each customer’s action changes the equation for the data analysis, which means that the data basis for actionable insight is literally changing throughout the day.

Every order gives you more insight into the customer’s interest and spending patterns, and trying to keep up with that manually will make a business miss out on the window of opportunity to capitalize on it. That’s why eCommerce rely on Remarkety to collect and update the date in real time.

2. Apply Automation 

Remarkety’s automatically generated recommendations take into account purchases and buying behavior that reveals not just which products interest the customer but which incentives motivate them to buy. Remarkety’s analysis then delivers a comprehensive picture of your customer, which will lead to more precise segmentation, a more personalized user experience, and more conversions, and the loyalty that leads to optimized LTV.

Remarkety applies the rules set for the business to the data updates to automatically. That means that your customers can get the whole series of transactional emails, from the confirmation through the delivery notice to the follow-up with personalized suggestions automatically.

3. Express personal thanks

The “thank you for your order” emails are documented as having a 14.29% higher open rate and 1.93% higher click-through rate by Oracle.  In fact, the magnetic power of the word “thanks,” in subject lines is what makes it a go-to for brands even in emails or SMS that just say “Thank you for being a customer” and offer a promotion.

You can make the subject lines even more impactful by inserting the customer’s names in it. Remarkety’s dynamic tags make it easy to insert the recipient’s name to give your communication the feeling that it is crafted specifically for them rather than just a boilerplate message.

4. Personalize to optimize

Accenture  found that 91% of consumers say they are more inclined to shop where they get relevant offers and recommendations. They also are more likely to return.

The conversion rate for the online shopper who responds to a recommendation is 70% higher per session than for those shopping without the recommendation, according to eMarketer. The benefit holds even on return sessions to the extent of a 55% greater conversion.

Drawing on that through the power of Remarkety’s machine learning capability to make personalized recommendations makes it possible to reap the benefits of AI-enhancement that that improves sales and revenue, as McKinsey reported in Artificial Intelligence, The Next Digital Frontier.

5. Get dynamic 

A sure-fire way to motivate a customer to make a purchase is offering a money-saving offer. Online coupon usage has been growing steadily in the United States over the past several years, rising from 126.8 million in 2015 to 145.3 million in 2021, according to Statista estimates.

Drawing on the transactional history of your customers, you can send highly personalized and targeted offers that fit their preferences and needs. Remarkety automates and improves on that data insight by tracking each marketing message and its response.

With its extensive data on customer behavior built up over years of serving hundreds of different eCommerce businesses, Remarkety can accurately predict which offer will draw a particular customer’s attention. Dynamic coupons reveal which promotions convert your customers, and adaptive marketing can apply the best offer.

Remarkety’s automated tools capture insights in near real-time to allow the eCommerce to adapt its messaging to fit the needs and position of their customer at that moment.  Its solution is what allows your business to integrate all your channels to achieve a complete view of your customer and reap the rewards of omnichannel marketing.

Following up

While businesses are so focused on the goal of making a sale, they have to bear in mind that the larger goal is to bring the customer back. Text and email messages to follow up on the order keep your customer in the loop about processing, and a follow-up afterward can lead to additional sales.

Remarkety can help you set up your automated email strategy that will help you convert more customers and retain the ones you have to achieve the most value for your business. Ready to see if it can work for you?

Try Remarkety for free or book a demo.

Free Download from Remarkety: Cart Abandonment Ebook


5 Common Email Mistakes and How to Fix Them

By eCommerce Case Studies, eCommerce Trends, Email Marketing, SMS Marketing
Done right, marketing emails will win customer attention and conversions, so make sure you’re not making these common mistakes.

All eCommerce sellers know that email marketing is a powerful and cost-effective way to engage customers and generate more sales. That great potential can be lost, though, if the emails are not set up correctly. Here’s our guide to avoiding mistakes and getting the most value out of your marketing emails. Read More

What Type Of Marketing Campaigns To Focus On This Holiday Season In Ecommerce

By eCommerce Case Studies, eCommerce Trends, Email Marketing, SMS Marketing

 

Last year, ecommerce sales pulled in $9 billion on Cyber Monday. That’s an impressive amount for just a single day, and showcases the potential for brands to increase their revenue during the holidays. What’s even more interesting is that Black Friday is no longer the single best sales day during the holiday season. Now, the holiday season is all about shopping that occurs between Thanksgiving and the New Year.

With this year’s holiday season around the corner, it’s time to put together an effective marketing strategy to get the most out of it. However, your competition is also thinking along the same lines, so it’s crucial to launch campaigns that encourage customers to buy from you.

Holiday marketing campaigns to focus on

The holiday season offers enormous potential to increase your sales, but an ineffective marketing campaign could throw your chances of driving revenue away entirely. 

So, our advice is to go with strategies that are proven to be effective. You can get creative with the details, but strategies like customer retention and win-back campaigns are tried and tested. Brands have used them for years because they work – so use this season to get the most out of them.  

Retention campaigns

Some thorough research conducted by Bain & Co revealed that just a 5% increase in customer retention could boost your brand’s profitability by as much as 75%. This statistic showcases the enormous potential of repeat business. 

During the holiday season, your eCommerce store will likely receive a mix of visitors – both prospects and existing customers. A retention campaign provides brands with the opportunity to keep new customers around for a long time, and to encourage repeat spends from existing ones.

Retention campaigns can be of different types, but they share the same goal: to establish lasting relationships with your customers and keep them coming back for more. You can set up a rewards program, launch a personalized email campaign, engage with customers on social media, and more, to boost customer retention.

Omnichannel campaigns

Email remains one of the most effective channels for marketing, offering as much as a $42 return for each dollar spent. For the holiday season, though, it’s a good idea to engage and market your brand across multiple channels.

To pull off an effective omnichannel campaign, it’s a good practice to maintain consistency across all channels. This includes maintaining the same brand voice, working towards the same goal, and keeping the discourse consistent. 

For example, a Black Friday email campaign may contain comprehensive details about your upcoming holiday sale. You can complement the email campaign with an SMS campaign, with simple text messages like “Don’t miss out on this year’s Black Friday Sale – Up to X Percent Off” or the like. The SMS won’t be nearly as long or comprehensive as the email, but the subject matter is the same – maintaining consistency across the two channels.

Similarly, your social media campaigns should align with your email and SMS marketing efforts, and compliment each other. 

Loyalty campaigns

Loyalty campaigns encourage repeat purchases and help brands segment their most loyal customers. These are the customers that are interested in staying with your brand long-term, and the holiday season is the perfect time to show them how much your brand cares.

You can reward loyal customers by hosting giveaways or offering them exclusive perks during the holiday season. For example, you can reserve exclusive holiday discounts on select items for loyal customers, or offer them more significant discounts on certain products. This ensures customers realize that your brand acknowledges their loyalty and values their commitment. 

Winback campaigns

What better time to re-engage inactive customers than the holiday season? As your brand gears up to offer some of the best sales of the year, including massive Cyber Monday discounts, inactive customers have more incentive than ever to recommit to your brand. 

You can launch an effective winback campaign via email, engaging inactive customers with an email that addresses their past experience and incentivizes them to return to your brand. In your winback email, consider addressing:

  • Your previous relationship with the customer – e.g., whether it was long-term or short.
  • The customer’s purchase history, to establish a more personal connection.
  • What’s changed since the customer last engaged with your brand.
  • Why did the customer initially choose your brand – what makes you stand out from the competition?
  • What deals to look out for in the holiday season.

At the very least, a winback campaign will reveal customers that have genuinely abandoned your brand and are beyond retargeting efforts. However, statistics show that winback campaigns can bring as many as 49% of churning customers back to your eCommerce store. So the numbers are in your favor.

How to get the best performance from your holiday campaigns

Looking to get the most out of your holiday campaigns? Here are some tips to optimize their performance and get the best results.

Use segmentation

Marketers use segmentation in different ways to boost customer engagement and drive sales. For example, segmenting customers based on their buying interests and spending potential helps brands launch personalized marketing campaigns and send relevant product recommendations. 


Alternatively, brands can segment their audiences across different channels to drive user engagement. Are some customers repeatedly ignoring your email messages? Consider shooting them a short text message with an incentive to engage with your brand again. 

SMS messages have much higher open rates than emails, and customers are more likely to see them. So if your retargeting message packs enough incentive, you can win back inactive customers. 

Offer fast-shipping speeds

Many brands are forced to offer slower shipping times during the holiday season because of the large influx of orders. Therefore, this presents an excellent opportunity to stand out from the competition by offering faster shipping speeds.

Fast-shipping doesn’t have to be overnight delivery – even a two-day delivery option can be enough to keep your customers interested. A series of surveys found that 45% of consumers were not likely to buy again from brands that delivered their orders late. So offering fast, reliable shipping is vital.

Of course, providing fast shipping times can be challenging, especially with a large volume of orders coming in during the holidays. So be realistic about what you can offer customers – it’s better to be upfront about your fulfillment times than fail to meet the deadlines. 

Alternatively, you can work with a logistics partner to manage the order fulfillment for you. This way, you can offer customers fast, reliable shipping times without burdening your workforce. Giving customers the option of same-day shipping or 2-day shipping can be a competitive boon for your business. 

Don’t spam emails or texts

One of the best ways to lose a customer is to annoy them, and spamming consumers over the holidays with emails or texts will do precisely that. While promoting your holiday deals is important, overdoing your marketing efforts can be detrimental to your brand. 

So make sure each email or text conveys enough information to keep your customers interested. Moreover, avoid sending the same emails or texts repeatedly – any new messages should provide new, valuable information. 

Conclusion

While the holiday season is stressful for marketers, it’s also a time of great opportunity and potential. Moreover, while the season is fast-paced, marketing strategies remain the same. The best way to engage customers and encourage them to buy from your brand is to use the same proven strategies that successful brands employ regularly.

With strategic, well-designed holiday campaigns, you can win new customers over and strengthen your relationships with existing ones. 

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Jake Rheude is the Director of Marketing for Red Stag Fulfillment, an ecommerce fulfillment warehouse that was born out of ecommerce. He has years of experience in ecommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others. 

Ready to see if it can work for you? Try it for free or book a demo. 

 

Free Download from Remarkety: Cart Abandonment Ebook

Remarkety Launches Email Capture Booster To Help WooCommerce Retailers Optimize Site and Cart Abandonment

By eCommerce Case Studies, eCommerce Trends, Email Marketing, SMS Marketing
Launched via WooCommerce, the new solution improves cart abandonment recovery and customer identification

NEW YORKOct. 4, 2021 /PRNewswire/ — ShopTalk Fall Meetup – Remarkety, a leading eCommerce data-driven marketing platform, today announced the launch of Email Capture Booster. Unlike traditional email capture solutions, Remarkety’s solution strategically interacts with the customer at a crucial trigger point within their shopping experience, as soon as they add-to-cart. Read More