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The transactional email is a staple of the customer communications process for online retailers -- from confirming purchases to updating shipment status. But all too often retailers allocate minimal resources to optimising the transactional email for increased engagement, brand experience and additional revenue opportunities. Sophisticated retailers and ecommerce organisations, however, are moving transactional emails beyond the “purchase process” and generating significant results by deploying “pre- and post-purchase” email streams.For many online retailers, these “low volume, high ROI” triggered emails comprise less than 5 percent of their email volume, but produce 40 percent or more of their email revenue. This session reviewed several, successful “transactional 2.0” email techniques, including cart and browse abandonment programs, product review requests, bounceback, order replenishment and more. Session explored best practices, reviewed ROI examples of each message type and reviewed the technologies and resources required to implement them through a highly interactive session.Originally presented for NMA UK Webinar.
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Transactional Email 2.0: Think Beyond the Purchase
Loren McDonald, SilverpopCharles Nicholls, SeeWhy
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!
Question is not What is
the optimum frequency?,
but How do we send
more relevant emails,
more often but with
fewer resources?
Diversified Email Program
Multiple Opportunities in the Funnel
Recommendations/Abandon Site Email
Early results:
• 40% open rate
• 57% click to purchase conversion
• Earns £1.42 per email deployed
• Earned £62.70 per email clicked
Remarketing: After the Order
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
Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, A Special
Thank You Offer from
Tafford
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
Post Purchase Lifecycle Indexed Results
6X+
Better
Surv
ey
perfo
rms
over
20%
bette
r…
Purchase Anniversary
15% higher conversion rate than average from broadcast messages
Red Letter Days Feedback Request Email
Recommendations
Review
Recommendations based on
segmentation
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.
Reminders…almost out of stock
Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
Average Order Value is 53% HIGHER
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 personalisation
- Personalised to Purchase- Non-purchase behaviour- Right tone- Compelling offers- Value add
Shopping Cart RecoveryCharles Nicholls, SeeWhy
About SeeWhy
24
Featured by
• Founded in 2003, headquartered in Andover, MA and Windsor, UK+ ~750 ecommerce customers
• The only real time shopping cart recovery service to follow up in real time via email and social networks.
• Delivered as a service (SaaS)
• Integrated with email service providers, social networks & web analytics
+ Tight integration with Silverpop Transact
• Best practices education• Primary research in ecommerce
Transactional triggered email sells
59.8 %Batch Campaigns
40.2%TriggeredCampaigns95.9 %
Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
25
80% of revenue is from shopping cart recovery emails
Top 5: Why visitors abandon shopping carts
26
Potential solutions:
1. Promotions2. Remarketing to shopping
cart abandoners
#1 Price #2 Not ready to buy
71%Average Shopping Cart
Abandonment Rate
Christmas is coming......
Based on 2009....• From
– 2nd week in September
• Through– 2nd week in
November
• Sales volume
• Abandonment
27Prime time for email remarketing
For a $20m ecommerce company…
$127,000/day
$5,000 /hour
$46.6 million/year
Recover abandoned carts – The best ROI
What’s being left on the table?
Annual ecommerce revenue
(1- Abandonment rate) - Annual ecommerce revenue
20,000,000
1-70% - 20,000,000 = $46.6 million
annually
or $127k
daily
28
Increase conversion rates by…
Percentage Daily $ Amount
Annual $ Amount
10 % $ 12,700
$ 4.66 M
20 % $ 25,400
$ 9.32 M
30 % $ 38,100
$ 13.98 M
Real life performance
29
Ecommerce site
Segment Market Recovery rate
Order value
Incremental 1st year recovered revenues
1 Retail Youth and Teen
9% $50 $6m
2 Retail Middle aged & retirees
21% $110 $4m
3 Retail All ages 6% $75 $750k
4 Gaming Youth 13% $7 $250k
5 Software All ages 37% $30 $166k
Average 19.8%Average SeeWhy Recovery Rate: 19.8%
Average payback period: 11 days
Best practice formula:
Cart recovery campaign checklist
30
ID your visitors
Real time first follow up
Multiple follow ups
Automation
Service tone
• Incentivised sign up’s work well• Recognised the value of getting personally identifiable data
with a simple reward
ID your visitors
31
And here’s your sign up reward
• Free shipping– Simple promo code– Share with friends
• Must be sent real time
• Increases conversions
• Also works with Social Network logins– E.g Facebook Login
Real time first follow up
33
“It’s all about speed here. The faster you contact the
consumer, your chances are dramatically increased.”
1 2 3 4 5 6 7 8 9 10
100
90
80
70
60
50
40
30
20
10
Hours
Lead
Tem
pera
ture
>> After just 1 hour, 90% of ecommerce leads go cold
Real time responses are:
+ Immediate+ Relevant+ In sync with
customer
+ Three stage follow up campaign+ Real time+ ~24 hours later+ ~7 days later with a promotion
Multiple Follow Ups
Cumulative conversion
Conversion per stage
Unsubscribe rate
1 2 3
Lift
Stage Conversion
Open Rate
Revenue / Email
1: Real time 11% 60% $11
2: 24 hours 6% 55% $4
3: 7 days 3% 50% $3
Total 20% Average 55% Average $6
A ecommerce company generating $20m in revenues per annum loses $127k every day due to abandonment
• Generates $0.75m in incremental revenues
• 3 stage campaign with a promotion on #3
• The first few hours after the abandonment are critical– $700/hour initially– Falls to $50/hour
after 5 days
Multiple follow up email performance in action
Hours elapsed after abandonment
Rev
enu
e re
cove
red
per
ho
ur
#2 sent here#3 sent here
#1 sent here
• World’s largest commencement photography business
• Highly seasonal business
• 1.5 million graduate photographs per year
Graduate Photography – Grad Images
• Urgent requirement to go live asap• Simplified campaign developed• Launched in peak season to significant impact
Grad Images: Three stage campaign
Immediate
23 hrs after
120 hrs after
• Email delivery via Silverpop Transact real time transactional API
“Service” tone
>> 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
Email design tips
39
• Service tone– Service over sales
• Personal– Personalized, directly
relevant
• Emotional connection– With the product
abandoned– With the brand– With a person
• Strong Call to action– Return to cart / item button
• Multiple methods of contact– Phone number– Email address– Link to stores locator
• Transactional email– The time between abandonment and recipient receiving the
email should be <1minute– Transactional API’s are essential (such as Silverpop Transact)
• Real time triggering– Individual behaviour on site directly drives an immediate
response– Data cannot be moved in batch, (or even extracted manually!!!)
• Staying in step with visitors– Returning visitors need to be spotted irrespective of how they
come back to the website• Return to my cart button• Direct• Search engine• Banner ad etc
Automation
40
Top 10 Converting Websites
Research report• Lessons learned from the Top 10
Converting Websites– Average visitor-to-sale
conversion of 23% (industry average 2-3%)
– What they do differently
• To get your free copy of the report at www.seewhy.com
41
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
Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com
