Marketing Strategies From Sydney: It’s All About Optimization

David Taitelbaum, Marketing Strategist

David Taitelbaum, Marketing Strategist

Author Bio

As the leader of West Coast strategy services for Oracle's Bronto Software, David Taitelbaum consults with brands on digital marketing strategy and customer engagement campaigns throughout North America and Asia. He has over 15 years of experience leading ecommerce organizations and developing successful marketing campaigns for companies of all sizes. Most recently, Taitelbaum oversaw global ecommerce operations for City of Sleep, including support, marketing and channel distribution. He is a regular contributor to Bronto’s Commerce Marketing blog. When he is not guiding Bronto’s clients to strategic marketing success, he is spending time at home with his lovely wife, raising their two children.

During my time at Bronto, I’ve worked with a wide range of Australian clients, including a number that are ranked among Power Retail’s Top 100 ecommerce sites. So when it came time for Bronto City Tour to travel to Sydney, I jumped at the chance to participate. What a great opportunity to highlight some fantastic automated marketing campaigns, while providing the digital marketers in attendance with a few new ideas. Getting to visit the beautiful country was just icing on the cake!

I especially wanted my presentation to cover the current hot topics for commerce marketers in that region, so I reached out to Shannon Ingrey, General Manager for our Australian office, to see what he’d been hearing most. With his feedback and what I gathered from my own Australian clients, I decided to focus on optimizing these four strategies: pop-up sign-ups and automated campaigns for your welcome series, cart recovery and post-purchase series.

Here’s a bit of what I shared with the audience at Bronto City Tour, but these tips are relevant for commerce marketers everywhere.

Pop-Up Sign-Up

When it comes to the pop-up sign-up, you must optimize it for the device your shoppers are using (you’d be amazed how many websites only have a desktop version). And it’s critical that you test, test and then test some more to find out what works best for your audience. I also strongly suggest that clients update their pop-up at least once per quarter, since it’s pretty typical for a pop-up to show up again 90 days after a person has opted not to subscribe. At least give yourself a chance to entice them by showing them something new the second time around!

One thing to keep in mind when busting out those mobile pop-ups: Be sure you do not cover the entire screen. In January, Google will begin penalizing sites that block the entire screen with a pop-up. Keep those calls to action short and sweet! Here’s an example of one that does a good job with this rule:

Pop-up example

Welcome Series

I currently work with an Aussie cosmetics company that generates a 78% open rate and 87% click rate on the first message in its welcome series. That is practically unheard of! So why does this message perform so well? They used an old-school double opt-in approach to confirm interest in their email marketing. Read more about using that strategy in my earlier post, You Had Me at Hello: The Art of Engaging Email Introductions.

During Bronto City Tour, I also talked about expanding the traditional 3-4 message welcome series to provide more tailored messaging based on the subscriber’s click activity. For example, a children’s book company decided to send a very targeted second message based on whether the subscriber’s click activity in message one demonstrated interest in gifts for newborns or for girls. By tailoring that next message, the company saw a 36% lift in open rate for the newborns segment and a 50% lift for those interested in products for girls over message one. Personalization almost always results in much stronger engagement metrics!

Cart Recovery Series

For cart recovery, A/B testing to determine the best time to send is critical. In particular, messages one and three benefit the most from testing. I have worked with a high-end clothing company based in Sydney that tested two different send times for the first message in its cart recovery series. The winning time generated a 73% increase in revenue per email over the other time we tested. If this client hadn’t tested, they never would have seen that massive increase in revenue.

Message three can also be a very strong performer if you incentivize your customer to complete the purchase. An Australian shoe manufacturer opted to offer a very nice 20% off discount to complete the order. As a result of this sizable discount, the third message generates a 100% increase in revenue per email over the first message in the cart recovery series.

Post-Purchase Series

To optimize your post-purchase series, it’s important to engage with your customers and foster that relationship. As I mentioned in Secure that Second Order with a Post-Purchase Campaign, you might offer a bounce-back coupon to get that next order, encourage your customers to tag your business and share their new purchase online to help promote your brand, or ask them to review their recent purchase for other shoppers to see.

For more resources on optimizing your most important campaigns and to stay on top of the latest trends in commerce marketing, be sure to check back here on the blog regularly and check out our webinars at bronto.com. You know, for those times when you can’t go halfway around the world for an awesome commerce marketing event. Ready to travel? Join us for Bronto Summit 2017 in Las Vegas next April! Register today!