Tag: email marketing

2021 Christmas Marketing Ideas and Strategies To Boost Your E-commerce Sales

The most joyful time of the year is fastly approaching: Christmas! Ho Ho, it’s time to put on our thinking hats and make our brands shine for the last major holiday of the year. And what better excuse to reach out to new and old customers than amazing Christmas offers, discounts and special products?

Businesses need a very strong online presence and a super effective digital marketing strategy to really stand out during these times when all brands are competing for customer’s attention. 

Why should you have a Christmas Marketing strategy?

If you are wondering if and why you should plan a specific Christmas digital marketing strategy for your ecommerce, here are some interesting insights:

  • According to GlobeSt, in 2021, experts predict that online retail sales will make up 16.3% of total retail sales. It will hit 18.3% in 2023 and 19.9% by 2025. 
  • A study from eMarketer states that by 2022, retail sales from e-commerce will comprise 16.3% of total retail sales.
  • CNBC says that the number of shoppers that went to brick-and-mortar stores on the Saturday before Christmas 2020 dropped by 40.9% from a year ago.

Keep in mind that during, and after the Covid pandemic, a lot of customers changed the way they shop, getting used to purchasing online and less in physical stores. Brands and businesses need to adapt to the new shopping habits and offer customers what they are looking for. 

To help you prepare better for the upcoming holidays we would like to share with you: 

Christmas Marketing Ideas and Strategies to Boost your Ecommerce Sales 2021

With the purpose of making this guide as helpful as possible, we are going to divide it into two sections:

  • Channels to use in your Christmas marketing campaigns
  • Strategies and ideas for your Christmas marketing campaigns

This way, you’ll have ideas on actions to do and ideas on how to communicate those actions the most effective way. Let’s start with:

1. Strategies and Ideas for Your Christmas Marketing Campaigns

The first step in planning your Christmas digital marketing campaign for your e-commerce is to decide exactly what you are going to offer. Whether it is discounts, product bundles, or limited offers you must be very clear, for this is what will guide all the rest of the steps. 

In this section we will share some ideas for your ecommerce Christmas campaign!

1.1 Dress Up Your Website

When people go on Christmas shopping they want to be filled with excitement and holiday spirit: give it to them as soon as they enter your site! When people go to physical stores during Christmas time, they are surrounded by decorations, lights and music, try to give them that experience online as well.

Digital marketing Christmas Strategies for e-commerce

You can do it by maybe changing the colors of your site a little bit, adding Christmas decorations to your logo, changing product images and descriptions to fit the season mood. Making your website festive by including some details can tilt the balance in your favor when it’s time for potential customers to shop!

If you don’t have time to design Christmas-themed assets for your site, many CMS like WordPress and Shopify have free plugins you can activate with just a few clicks! 

1.2 Christmas Products, Collections and Bundles

Whichever type of product you sell, there’s always a way you can give it a Christmas twist to make it more appealing to potential customers during the holiday season. You can:

  • Create Christmas product bundles ready to gift
  • Decorate your products with some sort of Christmas add-on like ribbons, stars, glitter or Christmas ornaments
  • Offer gift wrapping service for the purchase, with customizable cards

Digital Marketing Christmas Strategies

An even more attractive strategy is to create a special Christmas Edition of some of your most popular products. It can be a new color, flavour, scent or design that’s only available for a short period of time in your online store. 

In addition to making the product something special for Christmas, you will be appealing to a sense of scarcity, enticing people to make their purchase before you run out of stock and the miss the chance to purchase a unique edition. 

1.3 Christmas Sales!

When it comes to seasonal marketing strategies, one of the most attractive things is to promote the fact that shoppers won’t get the same deals any other time of the year. 

That’s why offering unique Christmas promotions and discounts is a wonderful strategy to attract shoppers and increase sales. Flash sales work great because people are afraid they might lose the opportunity to purchase a product they want for a lower price. 

Keep in mind that during Christmas, people are spending a lot of money buying gifts for everyone and, for sure, they will appreciate a good bargain when doing their shopping. You can apply 2×1 discounts, big price reduction on selected products, free shippings and discounts for after Christmas shopping. 

2. Channels to Use During your Christmas Marketing Campaigns

Ok, so you already have amazing sales, discounts, gifts, offers and special product bundles to offer your clients for Christmas, now is the moment to think about how are you going to let them know about everything you have prepared for them.

In this section we are going to share different channels you can use to communicate and engage with your customers by offering information about your products and services, solve doubts and, overall, help them make a purchasing decision during the hectic Christmas shopping time. 

2.1 Manual Christmas Web Push Notifications Campaigns

Web push notifications are a great channel to communicate and truly engage with your customers. Their inherent qualities such as not requiring personal data, being able to reach users both on mobile and desktop outside of your website and their level of customization make them a very effective tool.

Marketing Christmas Ideas

This the perfect channel to include in your Christmas marketing strategy since we have established the importance for your brand to stand out from the crowd. You can design christmasy manual web push campaigns to notify your customers about your special Christmas offers, discounts or bundles. 

Unlike automated web push notifications, manual campaigns reach your entire subscribers database. They are the browser-based communications channel equivalent to a newsletter, which means they are super versatile and useful for sharing time sensitive information. 

You can prepare a series of manual web push notifications to inform your customers about: 

  • what’s special in your online store for the month 
  • send reminders to do their shopping on time
  • invite them to seize an offer of special sale
  • inform them about new arrivals, Christmas collections and more

2.2 Christmas Email Marketing Campaigns

Emails are one of the most profitable digital marketing channels so it’s pretty obvious that you must include them in your Christmas marketing campaign. The works is very similar to that of manual web push notifications, except that in this case, you’ll be reaching out to customers that have shared their personal information with you and you can include more detailed information. 

Since you have more space and unlimited time for users to read, with email marketing campaigns you can be more explanatory about all you have to offer during Christmas. This is the ideal channel to include beautiful and large images, countdowns, social media links and everything you can imagine to enrich the content and make it irresistible!

Marketing Christmas Email

Using a marketing automation tool you can design and schedule a sequence of emails to be sent through a period of time adjusting each message to the offer or discount you are running at the time and appealing to a sense of urgency as the final dates of Christmas sales approach. 

Keep in mind that emails are extremely customizable and you should use all the cards under your sleeve to make them as attractive as you can with festive visuals, christmasy-copies and an overall happy holidays spirit. 

2.3 Live Chat

It’s normal for people to be a little more on edge during a holiday season. Customers might have more questions and doubts about your products, services, delivery times and want to get faster replies to make decisions and complete their Christmas shopping in time. 

Integrating a live chat to your website is a great asset to connect with your customers in a very direct way and make them feel more comfortable and more cared for.

Consider that you can lose a lot of sales if customers don’t find a way to resolve their doubts quicker than usual. With a live chat you can create deeper relationships with visitors and convert them into customers. Specially during a time like Christmas when you are surely getting more traffic than usual to your site.

2.4 Create a Christmas Landing Page 

A specific Christmas landing page is a key element to increase conversions, since it is focused on one single objective and makes the decision-making process easier for customers.

christmas-landing-page

Source: sminion.com

You can design a super christmas-theme landing page in which you display special products only available during the holidays for example. You can create different versions for different target audiences or sales and segment customers to redirect them to the one that fits them best depending on their interests. 

Seasonal landing pages can have a great impact on your sales. There are many options to create beautiful landing pages you can check out:

  • Swipe Pages
  • Unbounce
  • Instapage

All in all…

These are some of many digital marketing strategies and ideas for your 2021 Christmas campaign. You can combine the channels with the strategies that best fit your brand to engage with your target audience and boost your revenue!

Before you go, check out:

New Campaigns Report Overview!

We are excited to share that we have launched a new overview of campaigns analytics on the Frizbit Dashboard so that you can see detailed reports of all your campaigns in one place.

In this view of campaign reporting section, you can see information about the following actions for each push notification, email and SMS campaign depending on the case:

  • Received
  • Clicked
  • CTR (Click through Rate)

You can also filter by specific time periods and the campaign type. You can also download reports as PNG, PDF or CSV by clicking on the button at the right-bottom.

To access this panel, you just have to log into your Frizbit account, go to the left menu and click on Campaigns > Overview.

At Frizbit we are constantly making improvements to the product, to offer you the best possible product and we hope that this new functionality will be very useful for you and that you can see the results of your campaigns whenever you want.

We are at your service for any questions or comments.

We wish you a great November from the entire Frizbit team.

Frizbit Update Campaign Report Frizbit Update Campaign Report Frizbit Update Campaign Report Frizbit Update Campaign Report

Remarketing: Everything You Need to Know

As a marketer, when you hear the term “Remarketing”, one of the first things to come to your mind are probably display ads. However, while ads are by far the most well-known and widely-used remarketing method, there is much more to remarketing if you know what you’re doing and have the right tech at your disposal! 

That’s why in today’s post, I will tell you all you need to know about remarketing – what it is, how to set it up, why to use it, and how to do it right.  While I will explain a bit about how web tracking and personalized ads work, I’ll also provide you with a few other strategies you can use and, last but not least, I will compare the different methods for you.

To begin, here’s a brief overview of what I’m covering is this article  in case you want to go straight to a specific section:

  1. What is remarketing?
  2. Is remarketing different from retargeting?
  3. Why should you use remarketing?
  4. What are the different remarketing methods and how do they work? 
    1. Display Ads
    2. Email and SMS Remarketing 
    3. Web Push Notifications
  5. How Web Tracking works
    1. How does the tracking through cookies work?
    2. What is the difference between 1st party cookies and 3rd party cookies?
    3. What is going to happen once cookies are prohibited
  6. Which remarketing method should you use?

1. What is remarketing?

To keep it brief, remarketing refers to all activities aimed at getting a customer who has interacted with your website in the past, to return to the site and, in the best-case scenario, convert. This can be done through a number of different channels such as personalized ads, email messages, or web push notifications, which we will look into in more detail in a bit.

What is Remarketing

2. Is remarketing the same as retargeting?

Even among experienced marketers there is some confusion regarding this question, so let me try to clear it up for you: 

Retargeting and remarketing are almost always used interchangeably, although according to some sources, there is a difference between the two:  

  • Remarketing: includes all channels aimed at retaining customers including ads, emails and other methods
  • Retargeting: originally only used when talking about retargeting ads

So, basically, Retargeting is one out of many ways of doing Remarketing. However, other sources claim the opposite, so don’t stress too much about this difference. 

It is more useful to know is that somehow it has established itself that Google uses the word remarketing, while most other competitors use the term retargeting to refer to all of their remarketing activities. For this article, though, we will keep it simple and only talk about “Remarketing”.

3. Why should you use remarketing?

Let’s face it, the vast majority of website visitors don’t make a purchase on their first visit. In fact, did you know that roughly 98% of these potential customers leave your website without having bought anything? The reason for this is not necessarily a sudden loss of interest in your products. Most of the time, people are simply reluctant to buy the first item they find. They need some time to consider your offer and compare the different options available to them. 

However, while shopping online, they are faced with A LOT of options, so you need to make sure that in the moment they are finally ready to make the purchase, your offer is fresh on their minds. And this is where remarketing activities come into play! They remind web visitors of products they previously showed an interest in and make it easy to complete the purchase with only a few clicks. 

But what makes remarketing so much more efficient than other marketing activities? 

  • Precision: For one, you’re targeting customers who have already shown an intent to buy what you’re selling. Add to that that the messages can be highly personalized as you’ve already collected info on the user, and it doesn’t come as a surprise that with remarketing you can achieve an extremely high CTR and CVR compared to other methods.
  • Cost: No matter which remarketing method you use, the CPC is low compared to other marketing activities.
  • Effort: Most remarketing campaigns are easy to set up yourself. They can be automated so they don’t require too much upkeep.

The result of this is a much higher ROAS compared to other marketing methods!

What are the different remarketing methods, and how do they work?

Remarketing Methods

a) Display Ads

As I already mentioned, this method is the oldest and most commonly-used remarketing channel. 

The way it works is pretty straightforward: A user visits your website and agrees to the storage of cookies on their device. Via these cookies you collect information about that user and their behavior. Once the user leaves your website, you can use the information you gathered in order to track them to other websites where you place tailored ads depending on what the user has shown an interest in.

How do you set up display ad campaigns yourself:

You can set up your own retargeting ads quite easily, all you need is access to your website’s code and an account on a remarketing platform. The most popular platform to use is Google Ads, but there are other providers such as: 

  • Facebook
  • Bing
  • Youtube (video ads)
  • Criteo
  • Adroll
  • Adform

Setting up a GoogleAds campaign only takes you a few minutes, but before you start, make sure you already have a general idea of what your campaign objectives are and which customer segments you want to target: 

  • Do you want to drive conversions, increase your CTR, increase brand awareness, …?
  • Do you want to reach all website users or only those who have bought on your site before, clicked on a certain category page, or fulfilled any other criteria?

Tip: If you are not sure yet, just take a look at the suggestions offered by Google

Strategies for targeting the right people

  • Segment your customers into similar groups! Some examples for segmentation that work well are based on product pages viewed, based on the stage in the funnel, based on how often they visited over the last month,…
  • Target visitors at an advanced stage in the funnel! These already showed the highest intent to buy and thus, are more likely to convert. E.g.: customers with abandoned shopping carts
  • Cross-sell to existing customers! Customers who already bought from you are more likely to do it again.
  • Schedule ads for times when the target audience is likely to see them! E.g. if your audience are teachers, you can assume that they have class in the mornings and can’t see your ads then,…
  • Adjust where necessary! Try different things, with time, you will see on which sites your ads perform best.

Let’s look at the example of user A:

Remarketing Display Ads Example

User A needs new running shoes which you are selling on your website. 

As soon as he opens your site, he is asked whether he agrees to the storage of cookies on his device. Impatient to get to the shoes, he clicks “yes” without giving it another thought.  

After some browsing, user A finds a pair of shoes he likes and puts it into his cart.

However, doubts start creeping in: Is it really a good idea to buy shoes online without trying them on first? And does he even need a new pair at all? And what if he can find a better pair elsewhere?… He just needs some time to think on it, so he leaves your site without finishing the purchase.

Anyways, over the next few days user A probably uses his computer for other things, be it to read the news, to buy a birthday gift for his sister, or to plan his next weekend trip. But surprise! When he opens the online newspaper, he sees an ad of the exact same shoes he looked at. And while he compares flights for his trip, the same thing happens! And again while he is ordering the gift for his sister! 

What happened here is that, since user A agreed to the use of cookies, you as the marketer knew exactly what he wanted and could follow him to other websites to show him highly personal ads.

b) E-Mail and SMS- Remarketing

This method is focused on customers who have already purchased something on your website in the past or subscribed to your newsletter. Once you have their consent to use their personal information you are able to contact them about specific offers relevant to them, such as promotions or offers similar to what they bought in the past.

Email and SMS Remarketing

If you don’t want to reach out to all your customers, but only to specific groups, just segment them. This way you can single out only those customers who meet the criteria you defined, e.g. 

  • customers who bought a similar product in the past
  • customers who abandoned their cart
  • customers who looked at a product that wasn’t in stock at the time, but is now

Tip: There are ways to encourage more visitors to leave behind their contact information, e.g., by offering free gifts or discounts  in return.

Note: It is also considered email retargeting if you add your email subscribers to your ad network and configure targeted display ads specifically for that group.

To set up campaigns on your website, it is easiest to subscribe to an automation platform.

Let’s look at the example of User B:

In the past, User B bought a school bag from your site. You now have his email address. The summer holidays just ended, and you have a promotion for school supplies going on.

Because of his past purchase you know that user B probably has a kid who goes to school and conclude that he is likely to be interested in your promotion. That’s why his email address is added to a database of all customers who will receive this particular promotion. 

User B is feeling stressed since just the other day, his kid had come home from school with a list of materials for the next academic year, needed by next week. When he sees your personalized email about the promotion, he is relieved and heads to your site where he gets all his supplies.

Email Retargeting Example

 

c) Web Push Notifications

A relatively new remarketing method that is quickly gaining traction are push notifications. These messages exist for both mobile and desktop devices and can be sent either manually or automatically to contact website visitors whose personal information you don’t have access to. 

How it works is that first-time website visitors are asked whether they want to block or allow messages in a so-called Native Opt-In:

Web Push Notifications for B2B

If someone who opted in now leaves the site, a message can be sent to his browser encouraging him to return to the site and finish the purchase. The great thing about it is that no matter what the user is doing on his computer, the message will appear on his screen until he either clicks it away or opens it, so there is no ignoring it.

Mobile and Desktop Web Push Notification

Again, if you want to set this channel up for your website, it is best to get a subscription to a marketing automation platform which has the capabilities for web push-notifications such as Frizbit.

Let’s look at the example of User C:

User C opens your site to look for shoes. 

Since you are using web push notifications, she is asked whether she wants to block or allow messages in the Native Opt-In.

She clicks on “allow” and browses your site for a bit. Although there’s a pair of red shoes she likes, she ultimately leaves the site without buying it and without leaving her contact info. After all, the shoes will still be there tomorrow!

Later that day, she notices that she’s running out of dog food. When she opens her laptop to buy some, the following message is waiting for her on the screen: “Hey user C! Hurry! There’s only 2 of these red shoes left. Are you sure you want to miss out on them?”

User C is alarmed and doesn’t want to miss out, so she quickly decides to get the shoes before it’s too late.

Web Push Notification Remarketing

5. How does Web Tracking work?

Since web tracking is the technology behind every remarketing activity, let’s take a closer look at how it works. I already mentioned that cookies make it possible for a site to track a user to other sites he later visits. But what is a cookie and how exactly  is it able to follow you across the web just like that? 

a) How does the tracking through cookies work? 

When you visit a website, your browser sends it a message called an HTTP request. The website then responds to this message – both with the content you ask for, and with small text files, the so-called cookies, that the site wants your browser to save. If your browser does indeed save them, every time you revisit the website a particular cookie was sent from, your browser attaches this cookie to the access request it sends to the website. In this way, the website can identify individual users by their respective cookies and learn about their behavior. 

b) What is the difference between 1st party cookies and 3rd party cookies? 

Usually, websites use external software to handle their cookies, and there are 2 types of providers for this: single website trackers via 1st party cookies  and multi-website trackers via 3rd party cookies. While 1st party cookies keep the info gathered by each of their client websites separate, 3rd party cookies make it possible to share user information collected by multiple individual website’s cookies among all of their client websites. This means that websites can not only track your activity on their own site, but follow you to other sites as well.

c) What is going to happen after cookies are prohibited?

Up until now, remarketing ad providers have been relying on 3rd party cookies. However, Google announced that Google Chrome, the most common browser in the world, will prohibit the use of 3rd party cookies in 2022. This means that the future of remarketing with display ads is in shades, at least until a new alternative is being developed. Other remarketing methods, on the other hand, such as email, SMS, and push notifications, rely on 1st party cookies, which means they won’t be affected by this dramatic change in regulations. Read more on The Future of Digital Marketing Without 3rd Party Cookies.

6. Which remarketing method should you use?

While you ultimately have to make that decision for yourself and it really depends on your goals and your budget, here you’ve got a comparison of the advantages and disadvantages of each channel:

Remarketin Channel Comparisson

To summarize:

Remarketing activities are marketing activities aimed at getting customers to re-engage with a website they had already abandoned. 

Because you’re only targeting visitors who have already shown an interest in your site, this is much more efficient than most other marketing methods.

There are 3 main methods of doing remarketing:

  1. Display Ads
  2. Email and SMS Remarketing 
  3. App and Web Push Notifications

Which one(s) you should choose for your site depends on your objectives and resources. While Display Ads is easiest to set up yourself, Push Notifications achieve the highest CTR and ROI.

No matter which channel you use, keep in mind that…

  • … timing can make a huge difference. CTRs are generally highest in the afternoon
  • … images and emojis make your messages more visually attractive and increase CTRs considerably
  • … there is such a thing as too much! You don’t want to make your customers uncomfortable, so limit the number of messages you send. For web tracking, you have the option to put a cap on the number of times a visitor is shown your ad

If you found this article useful, make sure to also check out:

Natura Reached a 16.8x ROAS Using Behavioural Emails and Web Push Notifications from Frizbit

Natura is a miscellaneous product retailer with 221 stores open between Spain, Portugal, Italy and Andorra. They recently launched their e-commerce site with 5 languages and were looking for a solution to engage, bring back customers and increase their revenue with a hyper pesonalized experience that fits their brand.

They implemented automated web push notifications and emails from Frizbit. 

Natura Success Story by Frizbit

By using behavioural, hyper-personalised emails and web push notifications from Frizbit, Natura managed to bring customers back to finish their transactions with a ROAS of 16.8x, a 0,10€ cost per session and a 4,3% increase sales increase for the month of July.

We have put together a complete Success Story explaining the problem Natura was facing and how Frizbit offered an all-in-one solution. In this study you will find all the information, data and insights about this specific case and understand how Frizbit offers the possibility to retarget completely anonymous users without ads and 3rd party cookies when they have already left your site.

Get the Case Study and Request a demo for your site

If you are interested in learning more about Natura’s success with retargeting email and web push notifications, download the case study by clicking here: https://dmgh2x5m53bk.swipepages.net/natura-success-story-by-frizbit

You can get in touch with Frizbit to request a demo and see the benefits it can present for your online business as well.

More Success Stories!

Frizbit Product Updates of Q2 2021

Here at Frizbit we are always looking for ways to innovate, make our platform better and fulfill our clients need with top notch technology. That’s why we keep improving as we grow so we can offer the best possible service and user experience.

We would like to share with you the latest

Frizbit Product Updates of Q2 2021

1. Launch of Campaign Analytics

Frizbit Web Push Notifications

Frizbit launched its campaign analytics so you can see all the performance metrics of each campaign. Based on the channel (email, sms or push notification) of the campaign, the relevant metrics vary.

2. Multi-product Cart Abandonment Emails

Frizbit Cart Abandonment Email

Frizbit now supports the use of dynamic parameters of multiple product in the same message. It’s very useful for cart abandonment emails or recommended products.

3. Flexibility of Trigger and Exception Events

Now you can select the same trigger and exception events for the same campaign. This allows marketers to decide if they would prefer to trigger based on the first event, or the last event. For example, you can retarget users either the first category or the last one.

4. API for Sending Messages

Frizbit now published its API to send messages via any channel and any content you choose. It’s an alternative method to sending messages via dashboard. Besides Frizbit’s marketing automation engine, if you would like to trigger messages through another system you can implement this API and do so.

5. Email Suppression List Management

Through Frizbit, now you can manage the list of email addresses in your blacklist. You can add email addresses manually or you can upload files with multiple email addresses to add them to your blacklist. Email Unsubscription can be done by users, but for special cases this gives marketers an option to  manage their lists manually.

Get in touch for a one month trial!

Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailor made messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

What is Hyper-Personalization

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

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Are Cart Abandonment Emails GDPR Compliant?

Shopping cart abandonment makes reference to the action of initiating a checkout process on an online store by adding a product to a virtual shopping cart and leaving the site without completing the purchase.

There are many reasons why customers abandon their shopping carts. Maybe they were just looking around, perhaps they weren’t ready to buy, they just wanted to see the final cost of the transaction before making a decision or didn’t have enough time. Unexpected shipping costs, complicated site navigation or confusing checkouts can also be the cause. 

However, all of these reasons don’t mean they aren’t willing to complete the purchase and this is where cart abandonment strategies come into play. Cart abandonment emails have been the number one strategy for e-commerce sites to bring customers back to finish a transaction they left halfway.

But, what happened with cart abandonment emails when GDPR came into the picture? 

GDPR makes reference to the General Data Protection Regulation. Is the legislation enforced in May 2018 that aims to protect users’ data privacy. It applies to any business that provides services to EU residents, even if it’s located anywhere else in the world. 

This legislation states that no business can disclose users’ personal information or send any type of communication to users without their previous consent. It’s pretty clear that this raised many eyebrows of concern for marketers wondering what would happen with their customer’s email database.

Cart abandonment email retargeting is the main practice marketers rely on to tackle the issue of only 2% of users converting. If the appearance of GDPR meant they would lose the user’s database they have built with so much effort and time and wouldn’t be able to retarget customers that initiated a transaction on their site, it would be a disaster. 

So, are cart abandonment emails GDPR compliant?

In order to answer this question as accurately as possible, it’s important to clarify that there are three different types of emails. Each one of them fulfills a purpose and depending on its objective.

1. Marketing Emails

Marketing emails are the ones that contain a commercial message and it’s sent to groups of customers or to prospects. The objective of marketing emails is to push leads down the marketing funnel.

Are Cart Abandonment Emails GDPR Compliant

These types of emails are not sent programmatically, they are timed and sent strategically like newsletters, announcements or welcome emails. 

2. Promotional Emails

A promotional email is an email sent to inform email subscribers about offers and time limited sales, like Black Friday or Mother’s Day. They have a specific time frame and could be recurring given the nature of the offer.

Are Cart Abandonment Emails GDPR Compliant

Its objective is to get the word out about and inform email subscribers about something special. Promotional emails usually also include some sort of promotional code or coupon with the goal of encouraging customers to move down the funnel and complete a purchase. 

3. Transactional Emails

Transactional emails are direct one-to-one emails with personalised information regarding a transaction a customer did or started on a site. They are not sent to a large group of subscribers or to the entire list because transactional emails are triggered by an action a user took when browsing the site.

They include:

    • Order confirmations
    • Delivery updates
    • After purchase receipts
    • Post-purchase review requests
    • Cart abandonment reminders

Cart abandonment emails are considered transactional emails because a user that added a product to the shopping cart showed an intention to buy, thus initiating a transaction. 

Unlike marketing and promotional emails, transactional emails are programmed to be triggered by specific user behaviour on site. With platforms like Frizbit, you can set up an event that sends an automated email to users that add a product to their carts but leave without finishing a purchase.

Are Cart Abandonment Emails GDPR Compliant

One of the main attractions of transactional cart abandonment emails is that they only need to be configured one first time. Since they’re automated and triggered by the scenario you define, you just have to take time to create templates and content once to set up the campaigns and then everything runs smoothly by itself. 

You can schedule a sequence of emails to be sent:

  • 1 hour after adding a product to the cart and leaving the site without completing a purchase
  • 1 day later
  • 3 days later

These automated cart abandonment recovery emails, include hyper-personalised information such as user name, product name, price and image. These features increase the value of the communication between sender and recipient by making the information much more relevant. 

Is sending cart abandonment emails still allowed under GDPR? 

Now that you know what types of email exist and what their objectives are, you’ll understand the answer is yes. According to the European Commission’s definition of legal grounds for processing data, cart abandonment emails are compliant as long as you have explicit consent from users to receive those emails. (Source Nosto.com)

Abandoned cart emails are categorized as direct marketing and can work under the legal grounds of legitimate interest which basically states that if the recipient is really going to be interested in what you have to say and find value from it, it’s ok to send it:

“Processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party except where such interests are overridden by the interests…” icoo.org.uk

Processing personal data for direct marketing purposes may be considered done for legitimate interest. (BOE.es)

This means that you might not need specific consent from users to send this type of communication because when customers share their email addresses with you in the intent of making a purchase and don’t complete it, both parties have legitimate interest on the transaction being finished.

That being said, we strongly recommend you to not take any chances on this and be very explicit and straightforward in order to receive consent from users before sending any type of automated cart abandonment campaign. 

You can make sure your emails are compliant by checking the following:

  • Users need to actively opt-in or subscribe. Unchecking a box is not enough, this has to be a voluntary decision. 
  • Include a registered address.
  • Make sure your website’s privacy policy clearly states the type of information being collected. Specify you’re going to send transactional cart abandonment messages. Here are a couple of examples:
    • We will use your data to suggest products or offers based on the profile you create based on your purchase history, the products you view when you browse our platforms, or the products you leave in your cart when you do not finish the purchase process.
    • Your data may also be used for other marketing and advertising purposes. These suggestions can come to you through push notifications, banners, or even to your email using the abandoned cart feature.
  • If you’re going to rely on legitimate interest, your privacy policy should say something like this:
    • Why do we process your personal data? Guarantee the correct processing of your order, in the event that you purchase any of our products.
    • The Responsible Party treats user data for the following purposes: other commercial communications by email about the Responsible and the provision of services
  • Check the source of the email list you have before automating an abandoned cart recovery campaign. GDPR also affects data collected before its implementation, so it’s very important for you to verify what type of consent previous subscribers agreed to. 
  • Include an easy way for users to unsubscribe from your list.

Should you be using Cart Abandonment Emails?

Cart abandonment recovery emails by Frizbit have reported a CTR of 17,1%  and conversion rates of 4,1%, making them the highest performing channel in automated cart recovery campaigns. 

When it comes to GDPR and cart abandonment emails, consensus says that there’s no problem with sending these types of emails to users that voluntarily subscribe to your mailing list thanks to the base of legitimate interest. 

If you haven’t implemented a strategy for cart abandonment recovery, getting started with automated and hyper-personalised emails is a great way to go. If you’d like to know more about how to do so, get in touch with us and we will be happy to guide you. 

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Tips for a Successful Holiday Email Marketing Campaign

Email marketing campaigns are going to play a crucial and special role in Holiday marketing strategies for 2020. Covid pandemic and the closure of many physical stores, has forced brands to step up their digital and e-commerce game with our first stay-at-home holidays. 

Customers are going to turn to online stores more than ever before to do their Christmas gifts and Holiday shopping. That’s why it’s crucial for e-commerce retailers to implement amazing holiday digital marketing campaigns this year, and emails are one of the preferred channels in the mix. 

Here are 5 Tips for an Engaging Holiday Email Marketing Campaign

holiday-email-marketing-campaign

1. Start early!

Plan your holiday email campaign with enough time ahead. Sending your first email with discounts, promotions or special offers mid-December is way too late. There are hundreds of other e-commerce sites that are probably sending theirs since the first week of November and have already tilted the decision making scale of users to their side. 

If you start communicating with your customers early November you’ll have the advantage of catching their attention first. You’ll reach more shoppers and you can build-up your campaign with the extra time you’ll have.

email-advent-calendar  

Early communication will open the door to designing a sequence of emails that increases users’ interest. For example, you can create a 12 days of offers specials and peek their attention with a flow of emails or even an advent calendar!

2. It’s all about segmentation

Yes, we know we have talked a lot about segmenting your audience and how important it is for any digital marketing action. But we have to emphasize that when it comes to holiday email marketing campaigns.

Sending bulk email marketing campaigns to all your databases won’t offer any good result. Optimize your subscribers list and segment as much as you can when you ask them to opt-in. You can do so by grouping users according to their interest in different holiday categories or products and sending them offers relevant to their interests.

email-marketing-segmentation

Having a segmented email subscriber list allows you to target and communicate with your customers much more efficiently. They will appreciate the fact that you send them information they have expressed an interest for and it will increase your CTR and conversion rate, also you will decrease the opt-out rates.

3. Use holiday-theme designs

It’s a special and unique time of the year and your email marketing campaign should show that. Evoke a festive spirit with the designs you use for your opt-in form and your email! Cheer up your customers with the design of your campaign, have it look and feel happy.

holiday-email-marketing-campaign

4. Offer valuable content

Holidays are a hectic time of the year for everyone. Gift shopping can be an overwhelming task for a lot of people. Make it easier for your subscribers by sending them valuable content. Prepare a Holiday Gift Guide for them that includes items they have expressed interest for. 

You can even set up “gift packs” with several products that compliment each other. Let’s say a customer showed interest in a moisturizing cream. You can prepare a gift pack that includes said cream and a couple of other products, like a lotion and night cream and offer it to your email subscriber as a ready-to-buy present. 

Design a beautiful email that showcases the products in a holiday-themed collage and surprise your users with a festive, personalized holiday email marketing campaign. 

5. Create a referral program

What better time of the year to share than the holidays? Referral programs are an amazing strategy to grow your customer and subscriber base. You can implement a system where existing customers receive a gift for bringing a friend.

email-marketing-segmentation

Create an specific email marketing campaign that targets current subscribers to offer them a special holiday benefit if they refer a friend to sign up to your emailing list. You can even offer both parts a special gift if you want to!

New and existing users will be happy to do so and it will be a win-win situation.

Final Email Marketing Tips

Remember your customers even after the holiday sales are over. Send post-holiday email campaigns to your subscribers offering them deals to exchange gift-cards, or seize some special discounts on products they didn’t get a chance to purchase and end the season on a good note. 

Don’t concentrate your efforts only on Christmas Holidays. Remember there are many festivities year round that you can use for your holiday email marketing campaigns. We advise you to create a calendar with the most important dates that your audience finds appealing and designing a strategy for each one of them. 

Happy holiday email marketing planning!

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Multi-Channel Marketing Strategy Orchestration

A multi-channel marketing strategy is key to success for any digital business nowadays. Many companies opt for managing their communication with their customers over multiple channels, using different teams, third-parties or providers. This can result in customers receiving messages through a variety of channels that can easily overlap each other with repeated, irrelevant information and end up wearing users out. 

Companies should focus on personalisation and start to cater to their customers as individuals with personalised needs and interests, while managing their communications centrally. If you’re not engaging to your user’s preferences, they’re more likely to opt-out from all the channels you use trying to connect with them, due to finding your communication irrelevant and annoying.

Mul Channel Marketing

In today’s day in age, customers have a lot of power over what type of communications they receive from brands by refusing to subscribe, refusing to share personal information and installing browser extensions such as ad blockers.  This leaves sellers constantly trying to find new and effective ways to get the end result necessary, which of course is to bring that customer back to complete a conversion. 

To adapt to this reality, businesses must strive to make it as easy as possible for customers to gain access to their site. This is made possible by the sheer orchestration of an automated, engaging, attractive and relevant communication strategy through different channels. This will allow you to interact with your users in the most effective way possible. 

Why should you use automated multi-channel marketing campaigns?

Value has more to do with being there for people, rather than selling the industry’s best. having this kind of mindset will result in an increase of customer retention. This is vital, because even a five percent increase in customer retention can raise profits by 25-95 percent. If you are not already sold by this statistic, imagine this: It costs from 5 to 25 times more to get a new customer, than it does to keep the one you already have. Therefore, it’s important to keep that user engaged by communicating through multi-channel marketing and a sequence of messages that’s relevant, useful and attractive.

The Performance Comparison of Each Channel (Email, SMS, Web Push, Ads)

Channel Opt-in Rate Deliverability Average CTR
Email 1-3% 98.2% 17.2%
SMS 0.5-1.5% >99% 35.4%
Web Push Notifications 5-10% >98% 10.7%
Retargeting Ads N/A Depends on CPC 0.7%

Multi-Channel Marketing Strategy: Benefits of SMS, Email and Web Push Notifications combined 

Multi Channel Marketing

  • Reach more customers by offering multiple options for them to choose their preferred channel
  • Engage customers through the channel of their preference
  • Drive more traffic to your website/app, therefore generating more revenue
  • Connect with anonymous users who prefer not to share their personal info, via push notifications
  • Create a customer engagement journey through scenarios and templates designed for each channel to be sent at the best time
  • Track performance of your campaigns on each channel through Frizbit user and campaign reports
  • Optimize your communication and discover how to connect better with your customers on a more personal level with A/B testing and machine learning

Multi-Channel Marketing Strategies

1. Email Marketing

Multi Channel Marketing Email Marketing

 

Email marketing has always been one of the most common and preferred channels for online businesses to get in touch with their customers. It’s a tool that offers many possibilities, especially if you use the correct provider platform to plan and send your campaigns:

  • Ongoing communication: Frizbit is able to strategically build a sequence of emails that will grasp your user’s attention, bringing them back to visit your website once again. You can design messages series for cart abandonment recovery, product suggestions based on behaviour and much more to keep in touch with your customers during periods of time you can define yourself.  
  • More leads: when a user decides to share their email address with you, you can easily start building a new leads database through email communication. With this information you have the possibility to get in touch with your customers on a more personal level. You can nurture those leads with inbound and content marketing campaigns that will create a more long-lasting relationship with your clients. 
  • Hyper-personalisation: Customers appreciate and want to learn more about what you have to offer. Especially if you send a message with specific information that’s relevant and useful for them, helping you increase engagement. You can include their names, product name, image, price and more to make the email as personalised as you can, which will highly increase CTRs. ç
  • Automation: Frizbit allows complete automation of the email sequences you create. this means you won’t have to invest lots of time to configure and send a campaign whenever you want, you’ll just have to do it once.

2. SMS Marketing

Multi Channel Marketing SMS Marketi

SMS marketing strategies have been around for a while, just like in the case of email marketing. There are many similar benefits of both channels, however SMS offer some additional ones worth revising that will help you take your multi-channel marketing strategy to the next level: 

  • Immediate communication: SMS marketing provides an immediate channel of communication with your customers. If we keep in mind that most of us don’t separate from our phones for nearly 5 minutes a day, SMS is a great option if you want an almost immediate response from your customers. SMS also highly guarantees the delivery of the message, since you don’t have to wait for users to go online and check their inboxes like in the case of emails. 
  • Closeness: Texts messages are an intimate channel of communication. They relate to close relationships which gives customers a feeling of a more personal and less commercial communication.
  • Automation: As it does in the case of email marketing, Frizbit is able to send out automated and personalized text messages to each customer based on their actions on the site. The SMS can be scheduled to be sent after an exact amount of time after being triggered by an event on the web without adding additional work to your planning and execution.

 3. Web Push Notifications

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Web push notifications allow a one click process to redirect customers back to your site. They’re short, direct messages based on users’ behaviour and delivered through their browsers when they go online. This is a very new channel, so its benefits are not so well known like in the case of email and SMS marketing:

  • Reachability: web push notifications are delivered to the subscriber on both desktops and mobile devices, even if they’re not browsing your website. 
  • Connect with anonymous users: in order to send web push notifications, you don’t need to request users to share any type of personal information like email address or phone number. Visitors only need to Allow them via  the opt-in prompt shown when they enter the website for the first time and, with just one click, they become subscribers. This allows you to connect with visitors, giving you the chance to turn them into customers. 
  • Immediate traffic generation: with manual or bulk web push notifications sent to all subscribers, you can send flash sales alerts, out of stock availability, price drop alerts or special offer messages that can generate a lot of traffic to your site very quickly. 
  • Full funnel communication: web push notifications messages can be completely automated and triggered by events for every single step of funnel. They offer a channel through which you can communicate with your subscribers with a specific message throughout the entire shopping process: first visit to the page, category viewed, product viewed and product added to cart. 
  • Deliverability: web push notifications offer guaranteed deliverability. This channel is browser based, meaning that as soon as a subscriber opens up its browser, the message will be delivered.

4. Retargeting Ads

Multi Channel Marketing Retargeting Ads

Retargeting ads are one of the main channels used by online advertisers to try to reconnect and bring back users to their site. By using retargeting ads, brands “follow” users that didn’t convert to show them images and messages inviting them to come back and finish a transaction. The benefits of including them in your digital marketing mix are:

  • Branding: usually, retargeting ads are shown multiple times to the same person. This contributes to increasing brand awareness by displaying the image of the brand, its logo and, maybe the slogan during a period of time making it stick in the users’ mind. 
  • Reach: retargeting ads have great reach, since they allow you to get to almost every user that accepted cookies. This channel allows you to reach people practically anywhere on the internet after they have visited your site only one time. 

Integrating multi-Channel marketing strategies

It can take up to twenty impressions across multiple marketing channels to convince a potential customer to take action. Keep in mind that people are usually not ready to make the purchase the first time they visit a web. Users need to see the message you are trying to convey multiple times before they actually begin paying attention and more so, before converting. You can greatly increase the possibility of that happening by consistent messaging across multiple channels with a well-though digital marketing strategy. 

It’s predicted that people will likely interact with at least two marketing channels out of the many offered. Platforms such as Frizbit ensure that you’re consistent with the information you send across all marketing channels in order to create a great experience for your customers. 

Start marketing your brand with a  multi-channel marketing strategy by signing up for a Frizbit demo! 

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