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With social media increasingly competing for your customers' attention and their inboxes becoming inundated with undifferentiated "batch and blast" messages, delivering the "right message at the right time" has become paramount. Automated, or trigger-based emails have become a key "must-do" approach to increasing consumer relevance and marketing ROI. In fact, emails, such as those triggered by customer Web site behavior, deliver more than nine times the revenue than standard broadcast emails, according to a study by JupiterResearch, now Forrester Research. In this presentation, you'll learn how a variety of companies are supplementing their broadcast and targeted programs with automated emails that dramatically increase revenue from a very low volume of emails. Using minimal resources, one ecommerce company deploys a series of automated and lifecycle emails such as – welcome, cart abandonment, purchase anniversary, birthday, shipping/order notifications and reactivation – that generates 40 percent of its email revenue from only 4 percent of its email volume.Loren McDonald with Silverpop, presented this information on a Target Marketing Webinar, September 14, 2010:• Why automated emails are critical to success• The most common type of triggered emails• Multiple examples and sample results• Best practices on welcome and cart abandonment programs
Citation preview
Delivering the “Right Message at the Right
Time”
@LorenMcDonald@Silverpoplmcdonald@silverpop.com
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
Broadcast & Triggers Complement
Low Volume, High ROI
59.8 %Batch Campaigns
40.2%TriggeredCampaigns
95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
Question is not What is
the optimum frequency?,
but How do we send
more relevant emails,
more often but with
fewer resources?
Agenda
Welcome
Cart / Browse
Abandonment
Purchase / Transactional
Post-Purchase
Q &A
Welcome
Welcome emails may be the most
important email your company
sends.
Welcome Emails: Goals and Purpose
Goals• Speed up conversion • Minimize list churn• Strengthen brand
perception• Reduce inactivity
Purpose• Educate subscriber• Reward/Incent• Instill/reinforce trust• Enable immediate
“email experience”• Provide administrative
information/tools• Set expectations
Timing / Cadence• Immediate• Suppress regular emails• Transactional OK• Move to a series
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
Single Welcome Email
Welcome to the Tafford Community
Tafford #1
Three Reasons You Will Love Tafford + A Special
Offer
Tafford #2
Personalize Your Tafford Experience
Tafford #3
2009 Welcome Series Indexed Results…
Welcome #1 Performs 6X Better!
Pre-to-Post “Transactional 2.0”
Think beyond just this…
To Pre- to Post-Purchase EmailsPre-Transaction
• Browse abandonment
• Cart abandonment
Purchase Process
• Order Confirmation
• Order status• Shipping notice• Shipment confirmation
• Trip preparation
Post-Purchase
• Satisfaction Survey
• Review request• Review notification
• Recommendation
• Replenishment• Repurchase• Upgrades
Relationship
• Bounceback• Account reminder
• Loyalty programs
• Account status• Purchase anniversary
Right time, right message!
Pre-to-Post “Transactional”
- Cart/Browse Abandonment (Recovery)
Multiple Opportunities in the Funnel
Recommendations/Abandon Site Email
Early results:
• 40% open rate
• 57% click to purchase conversion
• Earns $2.18 per email deployed.
• Earned $127.70 per email clicked.
Average cart abandonment rate
60-70%
Following up with abandoners by email yields
25% or more conversion rates.
Cart Abandonment - Reminder
Cart Abandonment w/ Discount
CTR 350% higher50% higher conversion rate
than broadcast
Did You Forget
Something?
A Special Offer To Return
To Tafford
2009 Abandoned Cart Indexed Results…
25% conversion on cart abandoners.
Cart program accounts for almost 1/3 of TOTAL yearly email sales
First and most effective in the series sent within hours after abandonment.
Abandon Cart Emails
Grad Images: Three stage campaign
Immediate
23 hrs after
120 hrs after
Email delivery via Silverpop Transact real time transactional API
“Service” tone
An overt sales message may be counter productive. Service based communications work much better
+ Expectations+ A service email stating their
transaction did not complete+ Use your transaction
confirmation as a model
+ May not be ready to buy yet+ An overt sales message may be
counter-productive
Abandonment Email Takeaways
First email within a few hours
Multiple follow-ups
Start with service tone
Test timing and discounts Automate
Pre-to-Post “Transactional”
- Transactional / Purchase
Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
Open rates range 45%-50%
Order Confirmation Series
Cross Sell / Upsell
Best Practice:Recommend accessory itemsor complementary items for each product in cart
Pre-to-Post “Transactional”
- Post Purchase
Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, Rate the Tafford products
you purchased
Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, A Special
Thank You Offer from
Tafford
Post Purchase Lifecycle Indexed Results
6X+
Better
Surv
ey
perfo
rms
over
20%
bette
r…
Post-Purchase Review
Product Review Email14% of those who click place another order
Second highest conversion rate next to Abandon Cart emails.
Products Review Notification
12% of those clicking on this email go directly to make another purchase.
Recommendations
Review
Recommendations based on
segmentation
Bounceback / Thanks
Thanks!
• 60% Open Rate• Nearly 3X avg
• 18.5% CTR• 3X avg
• 7.5% higher AOV than overall average
• 60% higher conversion rate than overall average
Reminders…almost out of stock
Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
Average Order Value is 53% HIGHER
Purchase Anniversary / Birthday
Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate
10% off good for one month
2009 Birthday Campaign Indexed Results…
Almost
25X
better…
Purchase Anniversary
15% higher conversion rate than average from broadcast messages
Low Volume/High ROITriggered Emails:
3-5% of email volume45% of profits
Travel Site
4% of email volume40% of email revenues
Ecommerce Site
Keys to ConversionLeverage
Other Technologies
Timing
Great Design
Compelling Content /
Offers
Test, Test, Test
- Web analytics- Reviews- Recommendations
e.g., Review request timing may need to vary
- HTML- Mobile- Image blocking- Navigation
- Timing- Layout- Offers- Copy style- Level of personalization
- Personalized to Purchase- Non-purchase behavior- Right tone- Compelling offers- Value add
Resources / Q & A
About Silverpop
• A leading email marketing / marketing automation provider
• Email marketing
• Transactional email
• Share-to-social
• Send Time Optimization
• Landing pages
• Surveys
• SMS• API Integrations w/ Web
analytics, personalization, reviews, recommendation technologies
Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml
• Many presentations on SlideShare– www.slideshare.net/Silverpop
Q & A and Contact Information
• Loren McDonald, Silverpop– VP, Industry Relations– lmcdonald@silverpop.com– Twitter:
• @Silverpop• @LorenMcDonald
– www.silverpop.com
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
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