The Wonderful Thing About Triggers is Triggers are

Wonderful Things

Kyle HenderickSr. Account Manager

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1. Why Triggers are Wonderful Things

2. Making Your Triggers Wonderful Things (Framework/Execution)

3. A Simple Trigger Case Study

Agenda

Two Quick Facts

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Sorry Pooh…Email is Here to Stay

In spite of newer digital channels and activities, email remains a staple of consumers’ daily digital media diet

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Your Email ‘Pot of Honey’ is Being Shared

Why Triggers are Wonderful Things

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Because…I’m the Only

One!I’m the Only

One!

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• 72% of shoppers agree personalization makes it easier to find products they want to buy. (E-Tailing Group)

• 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council)

• 78% of consumers believe that organizations providing custom content are interested in building good relationships. (TMG Custom Media)

• 90% of consumers find custom content useful. (TMG Custom Media)

• 60% of consumers feel more positive about a company after reading custom content on its site. (Content+)

Your Consumer is the ‘Only One’

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1. Triggers respond to a specific action taken or data point relevant to your consumer

2. Triggers are timely and take advantage of the small window of customer attention

3. Triggers require less maintenance and overhead than promotional offers while being more relevant

4. Triggers show knowledge of consumers and an interest in their actions

5. Triggers are great mechanisms for testing

6. Triggers enhance a positive ISP reputation

Which is Why Triggers are Wonderful Things

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Triggers Deliver Marketers ‘Fun Fun Fun’

Making Your Triggers Wonderful Things

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Pounce!

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Types of Triggers

• Order Confirmation• Product Registration• Shipping Notification(s)

• Welcome/Sign Up

• Product Feedback/Reviews

• Preference/Profile Update• Product Alerts• Abandon Cart• Browse Abandon

• Anniversary

• Customer Service Inquiries

• Birthday• First Time Purchaser• New Non Purchaser

• Lapsed Purchaser

• Cross Sell

• Offer Reminders• Reactivation• Weather • Sports

• Keyword Search

• Local Events

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1. Audit existing customer data/website touch points

2. Identify quickest wins for execution/launch of data driven triggers

3. Review triggers on a regular basis to optimize after collecting data

4. Create a scorecard for promotional and cross trigger review

5. Determine a hierarchy based on trigger results

6. Implement testing roadmap for content and subject lines

7. Repeat the cycle

Execution and Framework Triggers

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Example Trigger Scorecard

Campaign DeliveredAverage

Order Opens Open % Clicks CTR Revenue $ Per Email WOW Score

Cross Sell Purchase 69,771 $42.45 24,713 35.42% 17,999 25.80% $147,519 $0.47

Abandon Cart 139,807 $43.31 60,494 43.27% 32,648 23.35% $150,845 $0.93

Birthday 85,518 $43.83 24,347 28.47% 20,279 23.71% $124,878 $0.68

Welcome 79,791 $40.93 23,482 29.43% 17,432 21.85% $89,341 $0.89

Product Reviews 111,789 $38.96 36,298 32.47% 25,584 22.89% $161,909 $0.69

Case Study

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• Research– Subscribers are most likely to

buy within first 30 days

• Goal – Incentivize purchase and

reward email sign up

• Solution– 3 touch Welcome Series

Char-Broil - Welcome Series

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• 49.7% open rate, compared to an average open rate of 18% for existing ‘Offer’ program

• 18.6% click rate, over six times the average 3.05% click rate for existing ‘Offer’ program

• 2x average revenue per email sent over in comparison to existing ‘Offer’ program

Results

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Char-Broil - Grill Registration

• Research– Consumers who register

products are more likely to purchase complementary items from the same company

• Goal – Incentivize product registration

to promote cross selling

• Solution– Multi-touch product registration series

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• 57.00% open rate, compared to an average open rate of 18% for existing ‘Offer’ program

• 26.48% click rate, over six times the average 3.05% click rate for existing ‘Offer’ program

• 10x average revenue per email sent over in comparison to existing ‘Offer’ program

Results

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• Triggers deliver almost 2.5X the open rate and 2X the click rate of typical promotional campaigns

• Audit your current data today to find a new trigger to add to your marketing program tomorrow

• Create a measurable scorecard before holiday season to be agile come 2015

• Enjoy the Revenue ($$$) increase

Conclusion

Have Any Questions?Email us at marketing@yesmail.com

Visit us at www.yesmail.com

Call us at 1.877.937.6245

Thank you!