Николай Тотов (Plesio.bg)
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Nikolay Totov, Marketing Director of PLESIO Computers, discusses how the company adopted marketing automation through ContactPigeon to achieve ecommerce growth goals. Using dynamic popups, push notifications, and automated email campaigns, PLESIO saw an average 2x increase in visitor signups, 63% lift in online sales conversion, and 40% repeat customers. Specifically, PLESIO used dynamic popups to boost Black Friday conversions while growing their list, push notifications to reach a broader audience, and abandoned cart emails sent at various time intervals to drive orders. Nikolay provides practical takeaways for attendees to try pre-season list builders, push notifications, and abandoned cart automation for the upcoming holiday season.
Николай Тотов (Plesio.bg)
- 1. Powered By October 2022 Ecommerce Growth with Marketing Automation The PLESIO Success Story
- 2. 2 Nikolay Totov About the Speaker Marketing Director, PLESIO Computers Long time veteran in ecommerce & retail sector Expertise in digital / physical marketing strategy and implementation
- 3. 3 Examples of how PLESIO adopted marketing automation for growth Share our learnings & best practices 3 practical takeaways for the upcoming holiday shopping season What we will cover today...
- 4. 4 Marketing automation enhances the outcome of our key ecommerce goals Goal 1 Retain more visitors Goal 2 Grow sales conversion Goal 3 Get more repurchases Avg 2x increase in visitor signup 63% lift in online sales 40% repeat customers More room for growth as we continue to activate new capabilities and optimize campaigns.
- 5. 5 Since adopting ContactPigeon, we have seen steady revenue growth generated across multiple channels 8.5% 8.6% 8.9% 2020 2021 2022 YTD % of Online Sales Contribution from ContactPigeon’s Marketing Automation 72% 15% 13% Top 3 Performing Channels & Split in Sales Revenue Email Push Notification Dynamic Popups
- 6. 6 Capture more visitor signups with Dynamic Popups Highly effective way to turn early stage visitors to subscriber Pitch your seasonal offers, boost conversions, while growing your list at the same time Triggered to both known and unknown visitors, upon entry, 4 weeks prior to Black Friday Example: Early Access to Black Friday Deals 2021 Signup conversion rate: 1.4% Order conversion rate: 5%
- 7. 7 But, don’t limit yourself to just subscribers Ways of Using Dynamic Popups Collect customer-first data ANSWER TO GET 10% OFF What are you searching for? Mobile PC Tablet Accessories Cables Select one: Reduce abandonment Oops, did you forget your tablet? Check Out Now Make product recommendation You may also like these… Add to Cart Add to Cart Add to Cart Multiple triggers to target and engage with site visitors.
- 8. 8 Reach a broader audience with push notifications Push Notification Email Subscription 1-click Opt-in. No personal info is shared Subscribers need to enter email Delivery Deliver to browser Deliver to inbox Message Timing Appears whenever subscriber is active on browser Subscriber logs in to view email Longevity Appears once, until subscriber closes the messages Stays in inbox until deleted Delivery Status Delivered to active browser May get delivered to spam Best for Message Type Time sensitive short messages for immediate actions Image or content rich messages that requires more time to consume Most powerful when combined with email & SMS marketing. VS
- 9. 9 A series of 3 automated push notification for abandoned carts Timing of push notifications 3hrs, 24hrs, and 48hrs after cart abandonment. Dynamically generated product title, image, and URL based on the item left in the shopper’s cart Забрави нещо в кошницата си! 2:35pm Plesio.bg x Delivery rate: 89.5% Click rate: 4.5% Order conversions: 0.5%
- 10. 10 Automated email campaigns to drive down abandoned carts 24 Hrs 2 Hrs 3 Days Trigger: Visitor abandons cart open: 42% clicks: 24% order: 26% open: 38% clicks: 20% order: 9% open: 35% clicks: 17% order: 14%
- 11. 11 It takes a few attempts to convert the cart – make sure to set up at least 3 reminders spaced across multiple time periods • 1st email within 4 hours after abandonment • 2nd email after 1~3 days (incentive or not depend on reason & timing) • 3rd email after 1 week (usually include incentives) Include directly link to products left in cart for easy access Do not add coupon / offer on the 1st abandonment email – don’t nurture the habit of abandonment! Address probable concern for not completing the order within the text A few learnings from successful abandoned cart reminders
- 12. 12 Other automation scenarios tailored for eCommerce Browse Abandonment Series of targeted reminders to those who demonstrated interests by browsing or searching specific product or product categories 01 Abandoned Cart An e-commerce classic remarketing technique. Best practices is to send a well timed series of reminders based on shopper’s reactions 02 Happy Birthday A personalized birthday greeting has demonstrated high open and click rates among the recipients 03 Product Review Request Use the opportunity after a purchase to stay engaged with the shopper that also help enrich product profile and feedback. 04 Recommendation Recommend new launches, price drops and similar products that shopper may be interested in based on prior purchase or browse histories 05 Replenish / Repurchase For consumable products with specific lifecycle (e.g., license renewal), remind shoppers before the product runs out 06 Cross Sell / Up Sell Suggest products that are complementary or upgrade to the product / services selected 07 Purchase Anniversary Anniversary can be a date the shopper made the first purchase or registered. This is a good opportunity to show appreciation and re- engage those who have not visited recently 08 Re-engagement Identify your at-risk customers and re-engage them with interesting and personalized offers 09 Welcome / Onboarding Welcome emails should not be a simple thank you confirmation, but opportunity to sharing brand story and drive product interests 10 Target & Personalize
- 13. 13 1. Activate pre-season list builder Offering early access to seasonal sales (e.g., Black Friday / Cyber Monday deals) in exchange for email address helps drive more sales later. 2. Try out push notification Significantly grow your online reach for those visitors who do not leave behind email. Combine push notification campaigns along side with email and SMS for maximum impact. 3. Start with Abandoned Cart emails Basic series of automated email campaigns generated upon abandoned cart. It works and can easily boost to your online conversion. For next level users, try browse abandonment reminders! Challenge: 3 action items for this upcoming holiday season…
- 14. 14 Thank you. Any questions? hello@contactpigeon.com www.contactpigeon.com Powering eCommerce revenue generation ntotov@plesio.bg www.plesio.bg