January 31, 2013 by MarketingCharts staff
More retailers are trying to
lure back cart abandoners via email, and it benefits them to
know what's causing these consumers to abandon their online
purchases in the first case. According to
survey results [download page] from LivePerson, the top reason
why online shoppers abandon a purchase is due to encountering
unexpected delivery costs, cited by 70% of respondents across the 5
major Western markets studied (including 71% in the US).
The survey of almost 6,000 respondents across the UK, US,
Australia, Germany, France, and Italy also found 56% to abandon an
online purchase due to lack of information about the product and
50% due to security concerns.
A less common reason - though still cited by 30% of respondents -
for abandoning a purchase is difficulty getting any help or
customer service on the website. The LivePerson study looks at
customer service issues in further detail, finding that 71% of
respondents expect to be able to access help online within 5
minutes. Getting the issue resolved quickly is the key element of a
great customer experience for 82% of shoppers surveyed.
Interestingly, while slightly more shoppers would like to see a
telephone number (61%) or email (60%) listed as a help source than
live chat (57%), user satisfaction is higher with the latter (73%)
than with either of the former sources (each at 61%).
Online retailers still have some ways to go to close the gap in
customer experience with brick-and-mortars, though. 77% of
respondents said they were generally satisfied with in-store
customer service, compared with 67% who shared that sentiment
regarding online service. That mirrors the attitudes of
mobile-toting shoppers surveyed by Wanderful Media, who recently
in-store shopping beats e-commerce across various customer service
and relationship measures.
About the Data: The LivePerson survey was conducted by
Loudhouse at the end of 2012. The countries surveyed were USA
(n=2,012), UK (n=1,126), France (n=538), Germany (n=502), Italy
(n=530), and Australia (n=1,002).
Best Practices Winner: Workflow Automation
Manulife Financial Affinity Markets and Distributech Inc.
- "Manulife Financial Moves to On-Demand Enrollment Kit
Manulife Financial mails enrollment kits to
prospects who visit their website or respond to a marketing
campaign. Traditionally, these were standard format with limited
personalization and included about ten pre-printed components,
chosen from 2,500 potential SKUs, making fulfillment a complex
nightmare. Their new solution has decreased costs by 22% while
executing same-day fulfillment on relevant, highly personalized
orders and eliminating inventory management issues.
"Transforming the Enrollment Kits to an on-demand workflow has
enabled Manulife Financial to deliver a professional and relevant
communication to their Affinity Market members in a streamlined
process and at a reduced cost. The flexibility of updating various
components of the kit versions without any risk of obsolescence has
resulted in substantial savings," says Distributech account
manager, Robin Taylor. "It was a pleasure working with Manulife
Financial on this transformation and Distributech is pleased to
have been awarded the 2013 Best Practices Award in the Workflow
Automation category for the 'Manulife Financial Moves to On-Demand
Enrollment Kit Fulfillment' solution."
FAO: Direct Mail Doubters..
I have spent the last few weeks having conversations with
existing and prospective data buyers on the relative value of
Direct Mail- and how that fits into the Direct Marketing Mix (i.e.
versus email) and within the overall marketing strategy versus the
Inbound trends of Social Media & SEO.
Have been asked more than once about Direct Mail- including at a
regional Marketing Expo yesterday- 'What is the value/return on
Well- for all the doubters and new marketers out there…Check out
these stats below from the DM industry (citations at end of
article- plus a FREE download)
Once you have had a read- feel free to get in touch to discuss
your next direct mail campaign.
Meanwhile- enjoy the sources I mentioned listed below-
including some really cool Infographics . Cheers:
Business 2 Community - '15 Irrefutable Proofs..'
Infographics Archive- Small Business Infographic
http://bit.ly/dmpSB AND 'Does Direct Mail Work With Familie's
Direct Mail Fulfilment.org.uk (Send Marketing Solutions)-
'Direct Mail Response Rates' http://bit.ly/dmpinfo,
Visual.ly -'How Social Networkers Interact with Direct Mail'
Papachristos | Published 09/10/2012 in 1to1
While the proliferation of digital channels brings
increased opportunity to connect with customers on a personal
level, companies must ensure each medium conveys a consistent,
relevant message in line with their overall mission.
The digital age has arrived, bringing with it an array of
new ways to connect with customers. Whether via email or social
media, companies now have the opportunity to deliver relevant
messages and encourage engagement on an individualized level.
However, to cultivate loyal customer relationships, companies must
seek consistent messaging across channels to sustain their reliable
Just as companies must come together to understand,
develop, and maintain a consistent message, digital and traditional
media must merge, not battle. We are not looking at a time of old
versus new, but a time of convergence instead. Companies are
beginning to embrace the digital space by integrating these new
interactive technologies with traditional tactics.
In fact, according to Capgemini's Digital Shopper
Relevancy study, 60 percent of digital shoppers expect a unified
shopping experience to become mainstream and expect seamless
integration across online, social media, mobile, and physical
stores by 2014. In fact, the study reveals that more than half of
digital shoppers are likely to spend more money in a physical store
if they have used digital channels to research products beforehand.
An Experian Digital Trends
report also shows that 91 percent of adults use social media
regularly and are more likely to use brands that are active in the
However, with the continued looming threat of showrooming,
companies must quickly jump at the chance to use mobile to their
advantage. With Google at people's fingertips 24/7, it's easy for
customers to enter a store, explore the available products, and
then conduct a search online to find a competitor offering the same
item or service at a lower price. To combat this obstacle,
companies are beginning to incorporate interactive technologies,
such as QR codes, to engage customers within their brick-and-mortar
stores and regain the attention of that wandering eye.
Yet, while respondents to the Digital Shopper Relevancy
survey predict physical stores will become showrooms to select and
order products by 2020, there's no reason why anyone should count
these traditional channels out just yet, says Jay Henderson,
strategy program director with
IBM's Enterprise Marketing Management Group. "It's important to
remember that, when channels proliferate, the old channels don't
typically go away," he says. "A classic example is when ATMs were
first introduced, pundits were predicting the death of the branch.
Yet decades later, there are more bank branches than
Channels don't disappear-they evolve. And companies must
exert their greatest efforts to make sure old and new collide in a
way that promotes engagement and fosters loyalty.
Understand your customers'
Marketers and customer service professionals are flocking
to these digital outlets in an effort to stay ahead of the curve.
While traditional channels, such as print media and
brick-and-mortar stores, have their advantages and appeal,
companies that fight the transition to digital will only encounter
struggles along the way. Instead, businesses must seek an even
balance that blends all relevant channels in an engaging manner
while maintaining consistent messaging along the way.
"Consumers have become more and more numb to traditional
marketing and advertising efforts where they're being talked
at," says Kim Martin, director of marketing for Voxeo. "Now, with the ubiquity of
digital channels, people are growing more accustomed to engaging
with companies and brands and being part of the
conversation as opposed to simply being the target of
Before businesses can cultivate consistency, they must
first understand what channels their customers frequent most. As
Brian Girouard, leader of the global consumer products and retail
sector at Capgemini,
highlights, the typical shopping journey goes through
stages-awareness, choosing, transacting, delivering, and after
sales care. In order to support the "all-channel" experience,
companies must observe customer history so they may sense and
respond to their needs consistently on an individualized
By engaging across this journey, companies can develop
conversations with customers in both traditional and digital
channels, giving the average consumer a voice that would have
otherwise gone unheard in the past. Customers provide candid
feedback, helping companies to improve their strategy and increase
satisfaction. It is only by listening to these voices that
companies can begin to assess which channels are right for their
By understanding the types of customers, their channel
preferences, and how their preferences change over time, companies
are bound to garner a better response across both digital and
traditional channels. With so many channels begging for attention,
companies must know where to put their focus so they don't spread
the reach too thin by becoming irrelevant and
Henderson adds, "Just a few years ago, marketers would
push out the same big campaign to everybody. Now with digital
channels, there's a greater opportunity to provide a more refined
message to a smaller audience."
This article provides some great strategies and case study
examples of the social media channel is being leveraged by
financial services including a couple of Canadian examples. Legal
and compliance obstacles have resulted in very slow adoption of
Social Media by FI's and it seems that the few FI's that embraced
this channel are still considered pioneers. I think this article is
well worth checking out…
The representatives included Linda Gharib , senior vice president,
digital marketing, for Citi's
Global Consumer Marketing &
Internet division; David Rosenbluth , vice president,
marketing, Gerber Life
Insurance Company; and,
from the agency side, panel moderator Pam Haas , who is both vice president, sales,
for agency services at Harte-Hanks (and first vice president for
DMCNY), and Michele Fitzpatrick , senior vice
president, strategy and insight, The Agency Inside
Hearing from two financial service brands, and an agency that
services brands in several markets (tech, consumer package goods,
automotive, insurance, pharma and more), packed the house. I'm not
sure if it was the topic or the brands who spoke, or both, that was
the draw-but the information imparted prompted lots of audience
interest and questions.
First, customer acquisition-at least in the financial services
area-still appears to be very dependent on mail. At Gerber,
Rosenbluth said, as many as a third of new business policies are
still generated by direct mail, even as the brand is
"omni-channel"-digital (including web site, search, display ads,
email), direct-response television, as well as direct mail. For
Citi, the brand is positioned No. 2 in the nation by Target
Marketing in its "
Top 50 Mailers" ranking for 2012 (which is ranked by overall
revenue, not mail volume), Gharib said, solidifying its importance
in both acquisition and retention.
Fitzpatrick agreed, noting that in financial services, where
marketing is modeled most precisely for risk and performance,
direct mail remains an acquisition workhorse, particularly on new
product launches. For automotive and pharma verticals, however,
where as much as 80 percent of transactions are researched
anonymously beforehand online, digital media is used for
hand-raising, and direct mail may be then used to deliver a
brochure of other information in a highly segmented way to close
the deal. "Consumer preferences [for media] are situational,"
Who gets credit for attribution, when a multichannel
communications mix produces a desired response? At Citi, Gharib
said, such discussions are a "work in progress," where the final
interaction point currently gets the credit, whether that is chat,
direct mail, email or some triggered communication. Adding to the
multichannel attribution discussion is the mix of advertising
purposes-some are pure branding messages, while others are intended
to elicit a response, but both may compel or influence customer
behavior in some discernible (or indiscernible) manner. Hence,
there is complexity in the attribution discussion.
Yes, indeed, says Rosenbluth, where "allowances" are given for
each channel in regard to the brand's most importance metric to
manage: total costs to convert a policy. Currently, "last touch"
gets the attribution on response, but the policy conversion metric
is the bigger-picture measurement, where everyone gets to take some
Fitzpatrick pointed to recent Forrester research where
"fractional attribution"-first touch, mid-touch and last-touch on
the path to purchase share credit-and "engagement" is modeled,
rather than response (alone). Every brand should undertake a
channel impact study to determine, as best it can, the impact of
incremental sales as a result of a multichannel customer
experience, while also researching receiver reaction research.
Clearly, direct mail, email, chat and other channels can be both or
either "conversation starters" and "conversation extenders," but
analytics is the only way to know the role of the channel for any
"There's credibility in paper," Gharib remarked, "that helps
with both the brand and its consideration." Where email is
cluttered, direct mail largely is not.
At Gerber, Rosenbluth, there really is no brand spend, all
market spending is intended to produce engagement.
Fitzpatrick sees almost all "below the line" spending getting a
branding blend-branding and direct marketing have come together.
All the panelists agreed: it's really about the consumer experience
across channels, and having a database that enables customer
recognition and a full customer view. Having tons of data is not
enough-it's having technology and processes in place for customer
data integration and analytics to create smart engagement
The verdict? Direct mail is and will remain a vital part of the
media mix-because it's an anchor in the consumer's experience and
brand consideration mix. As digital gets more clutter, boy that
mailbox is looking pretty.
As seen on www.thestar.com
Retailers are ramping up for the back to school rush and according
to a recent poll, the average family will spend $677 for
school supplies, clothing and gear - including electronics.
More than a third in the poll by conducted by Pollara, on
behalf of Visa Canada, started shopping during the first two weeks
of this month.
Nearly a third wanted to
avoid in-store crowds by shopping early, and many plan to shop
online for lower prices and better deals. If you prefer shopping
online, a back-to-school promotion from PayPal Canada can help you
save on the essentials.
Until September 13, you earn 5 per cent cash back on online
purchases when you pay with PayPal.
All you need is a PayPal account. This is a good deal
when you compare it with using a
cash back credit cardto shop online, where you'll typically
earn 1 per cent back on your spending.
The maximum cash back is $20 per purchase, and a maximum of $200
per PayPal account for the entire offer period. The cash will be
transferred into your PayPal account between September 1 and
Office Depot, Dell, Sport Chek, Toys R Us, Home Depot, along
with plenty of other retailers accept PayPal so you can do your
online back-to-school shopping safer, faster and easier from the
comfort of your home.
Robb Engen blogs at Boomer & Echo.
Reach him at firstname.lastname@example.org
Every email marketer wants to increase relevance, whether
through timing, content or segmentation. The e-commerce marketers
in this article push for one-to-one relevance. They send
personalized content to individual subscribers and get great
MarketingSherpa describes three tactics that increased
revenue by more than 10% across the company's campaigns. You'll see
how the marketers weaved each tactic -- such as customized display
ads and abandoned cart follow-ups -- into the strategy and their
Tactic #1. Target content to search behavior
Tactic #2. Target content based on past purchases
Tactic #3. Target abandoned shopping carts
Cart abandonment emails have been a boon to many
e-commerce sites, including Motorcycle Superstore. Barney's team
has achieved great results (all results are averaged):
52% open rate, more than three times higher
than the team's standard emails
49% clickthrough rate, 48% higher than standard
7% conversion rate, more than three times
higher than standard emails
20% higher average order value than standard
73% lower unsubscribe rate than standard
To read the full article, click here: http://www.marketingsherpa.com/article.php?ident=32231#
Multi-channel direct marketing will always be a moving target -
as new channels are introduced and enhanced. This article
profiles 2 emerging channels - augmented reality and video in print
- as part of a high-impact multi-channel solution….
This is one of the most innovative examples of 1:1 direct
marketing. Personalization and relevance is such an important
principle of a high-ROI campaign…..this campaign delivered a 36%
SUSAN KRASHINSKY - MARKETING REPORTER
The Globe and Mail
Last updated Thursday, Jul. 19 2012, 7:39 PM EDT
The flyer showed a Porsche parked in the homeowner's
1. How can marketers win the attention of people who throw
flyers away without even a glance? Put their house on it. At the
end of June, Lowe Roche advertised Toronto luxury car dealership
Pfaff Auto by driving a new Porsche to select homes in affluent
neighbourhoods. It then photographed the car in each driveway, and
designed a personalized flyer for each house with the photo and the
tagline: "It's closer than you think." They've seen results: Since
then, 36 per cent of those targeted visited the Pfaff website.
Digital advertising has brought greater pressure to more
traditional formats such as direct mail, agency chief executive
officer Monica Ruffo said. Not only that, but "new media permit
targeting like never before and create an expectation of 'no