Identifying more shoppers, as early as possible, is the single most important thing you can do to improve the effectiveness of real-time marketing.
All real-time marketing platforms recognize shoppers who log in or register, and some recognize shoppers who have identified themselves in the past, for example using cookies. But what about other shoppers, such as regular visitors who normally use their PC but who are using their mobile phone this time, so they have never identified themselves on their current device?
This represents a lot of people. Luckily Fresh Relevance has another major way of identifying them - if they have come to your eCommerce Website by clicking on a link in your marketing emails, as many do. And note that once we've recognized them like this, we keep recognizing them.
What We Found
The chart shows figures for cart abandonment only (ie not browse abandonment) and was calculated using the results obtained by our clients in April 2014.
As you can see, higher identification of shoppers leads to higher sales uplift from cart abandonment recovery, because you need to identify people before you can email them. At the low end, our clients who identified very few shoppers got a very low uplift, while those getting near 100% averaged about 10% sales uplift. Note that this is just cart abandonment recovery - browse abandonment recovery gives additional uplift on top.
Why is the graph a curve, not a straight line? We think it's because your best clients are the easiest to identify, because they are highly engaged and visit/buy a lot. So when an average company's identification rate reaches 10%, it's recognizing almost all its best customers and getting about 5% sales uplift. The curve then flattens out, as it pulls in the remaining customers, and you have to reach about 80% identification to get the remaining 5% of extra sales.
How to Improve your Visitor Identification Rate
See How To Remarket To More Shoppers for more details.
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Keep doing bulk email marketing. There's a synergy between bulk and real-time marketing - done properly, both of them build your email list and maintain engagement. As time passes, your identification rate will gradually rise.
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Display a popover registration form at the right time - not too soon, or else you push visitors away.
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Choose a system, such as Fresh Relevance, which takes identification seriously. You need to monitor visitors at all times, not just after they log on.
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Configure Fresh Relevance to get ID data from your ESP. (The details vary by ESP - see below for instructions).
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Merge person ID into the links in your bulk marketing emails, so that whever someone clicks through from an email to your eCommerce site, Fresh Relevance will automatically recognize them. (The details vary by ESP - see below for instructions).
ESP Integration
Those last two points are important. Basically they mean that Fresh Relevance can recognize shoppers who click-through from your marketing emails - and Fresh Relevance clients doing them get 1.4% extra sales uplift, compared to those who don't: February 2014 figures. This is very simple to setup, but the precise details vary by ESP.
What you do
Just add a unique identifier onto the links in your bulk emails, for Fresh Relevance to see when subscribers click on them and arrive at your eCommerce site. We've put a lot of work into making this as simple as possible, for all supported ESPs, and here's what you do:
Your ESP |
Instructions |
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Bubble Box Mailer will automatically add a unique id for each recipient ("Email Id") to click-through link URLs in your bulk marketing emails. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Export your subscriber data from Campaign Manager, choosing the email address and unique field. Tell Fresh Relevance how to load it by FTP and Fresh Relevance will recognize shoppers who click-through. |
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Ask Communicator support to automatically add the CC_Id to every link. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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dotMailer will automatically add a unique id for each recipient ("Email Id") to click-through link URLs in your bulk marketing emails. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Export your subscriber data from Lyris HQ, choosing the email address and unique field. Tell Fresh Relevance how to load it by FTP and Fresh Relevance will recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Export your subscriber data from Lyris List Manager, choosing the email address and unique field. Tell Fresh Relevance how to load it by FTP and Fresh Relevance will recognize shoppers who click-through. |
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Add the email address to URLs in your bulk marketing emails from MailChimp. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Maxemail from Emailcenter |
In Maxemail from Emailcenter, add eid=[recipient:Identifier] to the "Analytics code" in the Setup Tab for each of your emails. It will then automatically add a unique id for each recipient to click-through link URLs in your bulk marketing emails and Fresh Relevance will recognize shoppers who click-through. |
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In MessageFocus from Adestra, add the unique id to click-through link URLs in your bulk marketing emails, using a merge code such as: eid=[*data('id')|html*]. Fresh Relevance will then recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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In Pure Response, use "I use an alternative analytics tool and would like the following added to my links" to add the mailId to every link. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Follow the advice for your main ESP if it's one of those in this post. Otherwise, add the email address to URLs in your bulk marketing emails. Then Fresh Relevance will recognize shoppers who click-through. |
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In Salesforce Marketing Cloud (formarly ExactTarget), set one of the AdditionalEmailAttributes to add the SubscriberId to every link. Contact Salesforce support if necessary. Enter your ESP details and Fresh Relevance will recognize shoppers who click-through. |
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Merge a field with unique values for your contacts/subscribers onto the links in your email campaign. Export your subscriber data from Send Grid choosing the email address and unique field. Tell Fresh Relevance how to load it by FTP and Fresh Relevance will recognize shoppers who click-through. |
Also see: Feature Friday - How to Remarket to More Shoppers.
NB: I believe the above is correct, but there's a lot of detail, so please contact Fresh Relevance support if you need the definitive method for your ESP.
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