Getting Started Guide

Transcription

1 Getting Started Guide January 2015 Copyright Remarkety 2015 All Rights Reserved

2 Table of Contents 1 INTRODUCTION THE REMARKETY DASHBOARD STATISTICS ELEMENTS CREATING A CAMPAIGN SELECTING A BASIS FOR YOUR CAMPAIGN Selecting Remarkety's Recommended Campaign Selecting a Campaign SETTING UP THE CAMPAIGN (EXAMPLE: INACTIVE CUSTOMERS) Setting Up the Campaign Details Setting the Values of the Main Condition Variables Selecting Additional Conditions and Their Variable Values Creating the Message Previewing the Saving the TESTING THE CAMPAIGN LAUNCHING THE CAMPAIGN STOPPING THE CAMPAIGN How to Create a Triggered l 3

3 Introduction 1 Introduction We welcome you to our expanding circle of marketers who benefit from the use of Remarkety's automated remarketing campaigns in their online stores. Now that you have successfully registered to Remarkety and connected your store's platform to Remarkety, you are ready to get started creating a campaign. This guide will walk you through the steps required to create a campaign, quickly and easily. Once you have created a few campaigns, we will present you additional advanced features. Before we explain how to create a campaign, let us explain what a Remarkety campaign is and how it differs from a standard marketing campaign. What is a Remarkety campaign and how does it differ from standard marketing campaigns? Remarkety sends automated s, which are triggered by events in your store s data. The conditions for triggering these s are defined in a Remarkety campaign. It is important to understand that a Remarkety campaign runs on an ongoing basis. Only when there is an event that matches the campaign conditions, an is sent. For example, an Inactive Customers campaign can be defined, where s will be sent to shoppers who have not purchased anything within a timeframe of 90 days. In this case, Remarkety constantly analyzes the store s purchase history data to identify customers who have not purchased within 90 days. This means that it is possible that no will be sent when launching the campaign. But in the day following the launching of the campaign, an will be sent to a customer who has made their last purchase 90 days ago (which is well before the campaign was launched). 4 Remarkety

4 The Remarkety Dashboard 2 The Remarkety Dashboard Statistics Campaigns Campaigns Status Weekly recommendation Campaigns Figure 1 Remarkety Dashboard The Remarkety dashboard contains the main elements described in the following table: Element Functionality Statistics Statistics on your store's generated income, sales, customers, and campaign s. See Section 2.1 for a detailed description of Statistics elements. Campaigns Campaigns Status Weekly Recommendation Campaigns Displays various Remarkety campaign types. Clicking a campaign type enables you to set up and launch a campaign. Clicking the See all options button enables you to view additional campaign types. See Section for an explanation of each predefined Remarkety campaign. Shows the total number of campaigns in the system, as well as the number of campaigns per status (Running, Testing, and Not Running). Clicking a specific status filters the Campaigns Recommended and Current area to only show campaigns of the selected status. This area also includes a Search bar which you can use to search for a specific campaign, and a Sort bar for sorting the campaigns (according to Name, Rating, # Sent, # Opened, # Clicked, or # Purchased). Based on the analysis of your store s data, Remarkety displays in the leftmost section its recommendation as to which campaign is advisable for you to create, as well as a direct link to setting up the campaign. In this area, you can view all the campaigns that you have already created in your store and their updated statistics. Getting Started Guide l 5

5 The Remarkety Dashboard 2.1 Statistics Elements When opening the dashboard, the Statistics bar is collapsed, displaying one row of statistical information. You can expand the bar to show additional statistics, by clicking the down arrow in the Statistics bar. The Statistics bar contains the elements described in the following table: Element Generated Income Functionality Additional income that was generated in your store by using Remarkety's automated s. This is Remarkety s attribiotion to your general imcome. This includes the following information: Total income total income generated in your store by Remarkety Past month income generated in your store by Remarkety in the past month Sales The revenue from sales in your store, including: Total sales total sales amount in your store; from completed orders only Repeat sales total sales amount of repeat sales from your store's customers; does not include each customer's first purchase Customers The number of ccustomers in your store, per category: Members the number of members who have registered to your site but have not yet purchased anything Shoppers the number of customers who have made at least one purchase Returning the percentage of shoppers who have made more than one purchase Sent Shopper Value A graph displaying the amount of s that were sent by the system The average lifetime amount of money spent in the store by: All shoppers customers who have made at least one purchase Returning shoppers customers who have made more than one purchase Orders per month The number of orders per month: Past year average number of orders per month during the past year Past month number of orders in the past month Coupons Sent by the number of coupons sent by Used the percentage of sent coupons that were actually used by shoppers 6 Remarkety

6 3 Creating a Campaign Remarkety campaigns are comprised of a set of conditions for sending a message, as well as the message itself. The conditions define the exact targeting of the message, so you can create multiple campaigns of the same type, each with different additional conditions and different messages. For example, you can create two Inactive Customers campaigns for customers who have not purchased for days. One of these campaigns will have a condition that targets heavy customers who have made more than 10 orders and another, light customers who have made up to five orders. Each one can have a different message. You can also create the same Inactive Customers campaign type for customers who have purchased items from a certain category, etc. 3.1 Selecting a Basis for Your Campaign You can create a campaign based on any of the following: Remarkety's marketing recommendation (see Section 3.1.1). One of Remarkety's predefined campaigns (see Section 3.1.2) Selecting Remarkety's Recommended Campaign When you first open the Remarkety dashboard, Remarkety displays in the leftmost section its recommendation for your first campaign (see Figure 1). This campaign is chosen by the system based on your profile, and is only a suggestion. You have the option of either setting up this recommended campaign, or disregarding the suggestion and selecting another campaign. To select the recommended campaign: In the Remarkety dashboard (see Figure 1), in the New Marketing Recommendation section, click Start Testing. The Edit Campaign screen for the recommended campaign opens. Proceed to set up the campaign (see Section 3.2). If you are not interested in the recommended campaign, you can close it by clicking the x in the top-right corner of the recommendation Selecting a Campaign Remarkety provides several predefined campaigns that you can use as a basis for your new campaign. These include: Getting Started Guide l 7

7 Member follow-up campaign for turning members into customers. This campaign follows up on potential customers who have registered, but have not yet made a purchase from your online store. This gives you an opportunity to convert these potential customers into actual customers and generate new revenue. Feedback request campaign for contacting customers about a recent purchase. Asking your customers for their feedback enables you to better understand them, find out what they need, and then provide it. This shows customers that you value what they think, and want them to be happy purchasing at your store. Abandoned cart campaign for contacting potential buyers who fail to complete their purchase. This is an essential part of your overall marketing strategy. Abandoned cart actually works; conversion rates of 15% are common, and the open rate can reach twice that of regular promotional . Inactive customers campaign to win back your customers who have shopped in your store several times before, but have been inactive for a long time. Order follow-up campaign to follow up on customers who have just made a purchase at your store. This is one of the best and least expensive ways to generate additional sales; it provides an opportunity for you to maintain a lasting relationship with customers and to encourage repeat purchases. Win back occasional customers - campaign that sends a wake-up call to customers who have shopped in your store only once and since then have not returned. Rewards program (total amount spent) - a simple yet effective marketing strategy that offers customers who have already spent a certain amount of money in your store, a discount coupon for their next purchase. For example, customers who have spent 300 are offered a 10% reduction on their next purchase. You can use this predefined campaign template to set up a complete rewards program, which involves creating several campaign s, where the reward (discount) offered in each campaign depends on the amount of money that the customer has already made in your store; customers who spent more are offered a greater reward. Also, the campaign that offers a certain reward coupon to customers who spent a certain amount of money, notifies them of the reward that they will get when they spend the minimum amount of money at the next level. This type of rewards program can help your online store acquire, engage, and retain customers. The following is an example of a rewards program comprising three campaigns one per award level: Level 1 campaign - Customers who spent 200 dollars are offered a 20 dollar discount coupon on their next purchase. This also mentions that if they will spend 350 dollars, they will receive a 40 dollar discount on their next order. 8 Remarkety

8 Level 2 campaign - Customers who spent 350 dollars are offered a 40 dollar discount coupon on their next purchase. This also mentions that if they will spend 500 dollars, they will receive a 60 dollar discount on their next order. Level 3 campaign - Customers who spent 500 dollars are offered a 60 dollar discount on their next purchase. Rewards program (number of orders) - This simple yet effective marketing strategy offers customers who have already made a certain number of orders in your store, a discount coupon for their next purchase. For example, customers who have made 5 orders are offered a 30 dollar reduction on their next purchase. You can use this predefined campaign template to set up a complete rewards program, which involves creating several campaign s, where the reward offered in each campaign depends on the number of orders that the customer has already made in your store; customers who made more orders are offered a greater reward. Also, the campaign that offers a certain reward coupon to customers who made a c ertain number of orders, notifies them of the reward that they will get when they reach the next level of orders. This type of rewards program can help your online store acquire, engage, and retain customers. The following is an example of a rewards program consisting of three award levels: Level 1 campaign - Customers who made three orders are offered a 5% discount coupon on their next purchase. This also mentions that if they order five items, they will receive a 10% discount on their next order. Level 2 campaign - Customers who made five orders are offered a 10% discount coupon on their next purchase. This also mentions that if they order eight items, they will receive a 15% discount on their next order. Level 3 campaign - Customers who made eight orders are offered a 15% discount on their next purchase. To select a campaign: In the Remarkety dashboard (see Figure 1), in the Campaign toolbar, do either of the following: Click the icon of one of the predefined campaigns. Hovering over an icon displays a description of the campaign. Getting Started Guide l 9

9 Click See all options, and in the Ready-to-use campaigns tab, select a campaign, read its description in the right pane, and then click Create campaign. The Edit Campaign screen for the selected campaign opens. Proceed to set up the campaign (see Section 3.2). 3.2 Setting Up the Campaign (example: Inactive Customers) Once you have selected a campaign, its setup (Edit Campaign) screen opens. The setup screen of each type of campaign is similar it contains areas for Campaign details, Main conditions), Additional conditions, Message content, and Activity status. The Main conditions, Additional conditions, and Message content differ for each campaign type. In this guide, we will demonstrate how to set up an Inactive Customers campaign. An inactive customer is one who purchased at least one item in the past, but hasn't purchased anything recently. Figure 2 Campaign Setup Screen (Inactive Customers) Setting Up the Campaign Details The Campaign details section includes: Campaign name For a predefined or recommended campaign, this is the name assigned by the system. It is composed of the name of the campaign, followed by "_<the number of the campaign type created in your account>". For example, if 10 Remarkety

10 you have created in the past one Abandoned Cart campaign, selecting Abandoned Cart as your new campaign will assign it the name: Abandoned cart_2. For a previous campaign, this is the name that you assigned the campaign. You can Change the campaign name at any time. Campaign type read only; the type of campaign. For example, Inactive customers. Status read only; the status of the campaign. A predefined or recommended campaign has the status Not running. Your campaign can have the status: Not running, Testing, or Running. Created at read only; for a predefined or recommended campaign, this is the current date; for a previous campaign of yours, this is the date that the campaign was created. Notes Clicking the text shows a general desc ription of the campaign type. To edit campaign details: 1. If you want to change the Campaign name, click the name, and in the text box that opens, type a meaningful name of your choice. Figure 3 Editing Campaign Name 2. To adjust the Notes to your specific campaign, click the text to display it, and type your modifications Setting the Values of the Main Condition Variables Each campaign type has one or two mandatory core conditions. These mandatory conditions include variables, which for predefined campaigns, have preset values. You can modify these values to suit your specific campaign. There is an AND relationship between Main conditions, and between Main conditions and Additional conditions. The main condition of the Inactive Customers campaign is: Customer s last order was between 90 and 120 days. By default, a customer is considered inactive if at least 90 days, but not more than 120 days, have passed since their last order. For example, if a customer ordered an item 80 days ago, they are considered "active". Also, if they ordered an item 125 days ago, they are not considered "inactive". You can select a period of time other Getting Started Guide l 11

11 than the default, to define a customer as inactive (see the following procedure). In addition, you can create multiple campaigns with different messages for different time periods. For example, a message for days and a different message for days. To set a value for the main condition variable: In the Main condition (see Figure 2), click 90 and 120 days (default value), open the dropdown list, and select another period of time. Figure 4 Selecting Time Period that Determines Inactivity Selecting Additional Conditions and Their Variable Values Each campaign type has its own set of selectable additional conditions. These additional conditions enable you to target more specifically the customers who will receive your , and select appropriate values to the condition variables. In fact, it can often be good practice to set up two campaigns so that the campaign sent to your customer corresponds to the customer's history with your online store. For example, for an Inactive Customers campaign, you can create two campaigns to distinguish between customers who have made a single purchase and regular 12 Remarkety

12 customers who purchase every month a specific product. The text of the to regular customers can be: "We have noticed that during the past two months you haven t purchased <name of product>. Here is a coupon for your next purchase ", whereas, the text of the to a single purchase customer can be: "We hope you were pleased with your purchase of <name of product>. We are pleased to grant you a coupon for your next purchase ". Each predefined campaign comes with a default set of additional conditions, as well as default values for the variables in the conditions. You can add or remove conditions, and change the default values of the condition variables. The additional conditions of the Inactive Customers campaign: Do not send if customer received from you in the last 7 days As several campaigns can run simultaneously, this condition prevents sending multiple s to the same customers during a short period of time. You can change this number of days, as described in the following procedure. Number of customer's complete orders > 1 - restricts sending an Inactive Customers campaign to customers who have completed more than one order from your online store. You can also change the values in this restriction. For example, you can send the campaign to customers who have completed exactly two orders (=2). The following procedure explains how to set condition variables using the Inactive Customers campaign as an example, as well as how to add additional conditions. Within any condition that allows multiple selection (selecting more than one item using comma separation), there is an OR relation, meaning that an event in the customer data must satisfy only one of the values. However, between all conditions both Main and Additional, there is an AND relation, meaning that the customer data must satisfy all the conditions. To set additional conditions: 1. In the Additional conditions list (see Figure 2), if you want to change the number of days in the first condition, click the "7" value, and in the textbox that appears, type another value. Getting Started Guide l 13

13 Figure 5 Setting Variable Value of First Additional Condition 2. In the Additional conditions list (see Figure 2), if you want to change the second condition: Click the > sign, open the dropdown list, and select another operator. Figure 6 Setting Operator Value in Second Additional Condition Click the number of orders to open a textbox where you can type a different number of orders. 3. Click the textbox for selecting a new condition, and in the list of available additional conditions for your campaign type, select a condition. Figure 7 Available Additional conditions The newly selected condition appears in the list of additional conditions, with the default values assigned by the system for the predefined campaign. You can change these values, as described in steps 1 and Creating the Message After you have defined the conditions for determining when a customer is to receive an , you can define the itself the subject, recipients, and contents. The system provides default wording that can be modified. Text can be added and 14 Remarkety

14 modified, and images inserted. Remarkety also provides a set of tags that you can insert into the body for the purpose of injecting various dynamic variables. This includes simple variables, such as customer name, store name, as well as advanced tags, such as product recommendation, historical data, and coupons. To define the message: 1. In the Message content section (see Figure 2), click Edit . The Edit template opens with the default settings suggested by the system for the predefined campaign. Figure 8 Editable Template Word Editor(Inactive Customers) Getting Started Guide l 15

15 2. If you want to change the subject, c lick Subject, and edit the subject or type a new subject. You can inject into the subject dynamic tags that will be replaced in the customer's with personal data. 3. If you want to add recipients to the , c lick the CC field, and in the textbox that appears, type the names of the recipients. Similarly, enter values in the BCC, and From name and From fields (if different than the name and address that you want to appear in the ). 4. In the Edit tab, edit the wording of the using either the system's Word editor (default) (see Figure 8) or standard HTML editor, clicking the HTML/Word toggle button to switch between modes. Figure 9 Content: HTML Editor 5. Insert dynamic tags into the body, from the Dynamic Tags list in the right pane, as required. It is recommended to include Coupons or Product Recommendations in your , as required Previewing the After setting the subject, recipients, and body, it is recommended to preview the to see how the looks with the data of a customer. Remarkety features responsive layouts for multiple screen sizes, including mobile devices. To preview the 1. Above the body (see Figure 8), click the Preview button. 16 Remarkety

16 The is displayed in Phone layout (the default); the dynamic tags are replaced with customer data. Layout Bar Figure 10 Preview of (Phone Layout) 2. In the Layout bar (see Figure 10), select the layout of your - phone layout - rotated phone layout - tablet layout - tablet rotate layout - PC layout Getting Started Guide l 17

17 3. To preview the for a different customer, click the test user / order ID displayed, and from the dropdown list that opens, select another customer. The is refreshed with the data of the selected customer. The test user / order ID dropdown list does not necessarily contain all the customers who will receive this . It contains the users who made the last 50 orders on your site; any of these users can be selected for the purpose of previewing the with real data Saving the After you are satisfied with the way the looks, you can save it. To save the Below the body, in Preview or Edit mode (see Figure 8), click the Close & Keep Changes button. The is saved. The Campaign Setup screen opens (see Figure 2) and a message appears on top of the page: The campaign has been saved. Closing the and saving changes does not launch the campaign. 18 Remarkety

18 Testing the Campaign 4 Testing the Campaign Before launching the campaign, it is recommended to run it for a couple of days in Test mode. While in Test mode, all s are sent to you and you can view them as each individual customer would had they been sent to them. You can view the received s on different platforms - your mobile phone, Gmail, Internet browser, and more. During this time, you can check that the is sent according to the conditions that you defined, and that it looks as expected. If necessary, you can modify the , and send it in Test mode once again. To test the campaign: 1. In the Activity Status section (see Figure 2), select the Test option, and type the test destination address. 2. Click Apply changes. The status of the campaign changes to Testing. Getting Started Guide l 19

19 Launching the Campaign 5 Launching the Campaign After you are completely satisfied with the results of the test, you can launch the campaign. The system then starts monitoring the customer data, and sends the to those customers having an event in their data that matches the defined conditions. When the campaign goes into Run mode, the campaign checks all customers' data for events that satisfy the campaign conditions, including those customers whose data was checked during Test mode. As Run mode is usually not launched on the same day as Test mode, it is likely that certain customers who qualified to receive s during Test mode will not receive during Run mode, and vice versa - certain customers who did not qualify to receive s during Test mode, will receive during Run mode. An example of this is an Inactive Customers campaign sent to customers whose last purchase was days ago. Customers whose last purchase was 210 days ago when in Test mode and hence qualified to receive an , will not receive an during Run mode (which is, for example, 213 days ago), whereas customers whose last purchase was 178 days ago during Test mode and therefore did not qualify to receive an , will now receive an in Run mode, as their last purchase is now 181 days ago. From the main dashboard, you can monitor the progress of the campaign and view detailed statistics and metrics. The campaign keeps on going until you stop it (see Chapter 6). Every day Remarkety syncs with your store, fetches all new data, checks if any new customers satisfy the defined conditions in your campaigns, and if so, sends them the relevant campaign s. To launch the campaign: 1. In the Activity Status section (see Figure 2), select the Run option 2. Click Apply changes. The status of the campaign changes to Running. The statistics and metrics of the campaign appear on the main page. 20 Remarkety

20 Launching the Campaign Figure 11 Running Campaign Getting Started Guide l 21

21 Stopping the Campaign 6 Stopping the Campaign You can stop the campaign at any time, so that s are no longer sent to customers. To stop the campaign: 1. In the Activity Status section (see Figure 2), select the Stop option 2. Click Apply changes. The status of the campaign changes to Not Running. 22 Remarkety