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Measure the real success of your email marketing using MessageFocus’ Conversion Tracking
Background
ROI should be at the forefront of a marketers’ mind. In the current economic climate marketing budgets are being spent more carefully with a need of using your data to find more innovative ways of contacting subscribers.
With this in mind, BBC Shop (a multi-channel retailer selling over 3,000 products at any one time including books, DVDs, videos, audiobooks, and more) wanted to use technology to simply improve their ROI.
The Brief
Firstly, was to be able to track ROI without time-consuming cross-checking of all commerce reports against key email metrics. High quantity, low value sales require such reporting to reflect email campaign testing as well as demonstrate seasonality and even shifts in spending patterns.
Secondly, to use this data to intelligently and automatically contact those “warm” subscribers that have placed items in their shopping basket but have not completed the purchase process.
Strategy
BBC Shop marketers implemented the functionality to run alongside their other real-time reporting stats such as clicks, send to a friend form activity and heat map.
Conversion tracking: By implementing conversion tracking to their basket, checkout and confirmation pages the marketers can see true ROI as well as drop off rates in the purchase process. This helped BBC Shop to see where the process could be improved.
Recurring campaigns: This too uses the conversion data to send automatic abandoned basket campaigns to remind those that have not completed their purchase, i.e. that there are items in their basket.
Execution
Once the recipient has left an email via a link, Adestra’s Conversion Tracking (cookie based technology) stores this activity. As certain pages in the BBC Shop site are visited (e.g. shop front, basket, confirmed purchase) tags on the pages feed this information into the reporting section of MessageFocus.
A campaign was then setup to look for, and send to, those who had landed on the basket and/or checkout page but had not confirmed their purchase. BBC Shop found that the optimal time of sending the reminder email was two days after the website visit and basket abandonment. The recurring campaign was then setup to automatically deliver a simple, plain text reminder, to those who matched the criteria. We have also incorporated a rule to not deliver a reminder email less than thirty days apart, so as not to inundate subscribers with BBC Shop emails and detract from the normal newsletter campaigns.
Results
The BBC Shop are able to instantly gauge the actual success of each email campaign. Coupled with the extensive reporting already in MessageFocus they can then target and focus the next email and look to build ROI with confidence.
This abandoned basket campaign has seen an impressive ROI of £1,850 for every £1 spent.
What did the client think
“We are constantly looking to evolve our email campaigns for maximum ROI. MessageFocus Conversion Tracking enables instant visibility. We are confident such visibility has increased our overall sales. We are also able to follow-up abandoned baskets without the data leaving MessageFocus.”
Marketing Manager, BBC Shop
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