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Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
Cart Abandonment Case Study DEMCO Silverpop Adobe
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Cart Abandonment Case Study DEMCO Silverpop Adobe

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Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated …

Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated trigger-based email marketing approach, DEMCO, a library supplies company, has been able to capture significant "lost" revenue through an automated 3-part cart abandonment email program. In this session presented at Adobe Omniture's 2011 client conference, you’ll learn how DEMCO leveraged their Adobe Omniture Site Catalyst and Silverpop integration to implement a simple, but highly-effective cart recovery program.

This session covered:
• How to plan for and sell cart abandonment email programs to management and IT
• The key best practices in email timing, creative and offers
• A step-by-step approach to program implementation - from selling to optimization

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  • If you have a panel of presenters, multiple presenters or some a new presenter that the audience is not familiar with please add a slide here that describes their titles and roles
  • If you have a panel of presenters, multiple presenters or some a new presenter that the audience is not familiar with please add a slide here that describes their titles and roles
  • 0.7% of product views convert to orders8% of cart additions convert to ordersDESCRIBE EXACTLY WHAT A CART REMARKETING EMAIL ENTAILS – Perhaps show examples of DEMCO remarketing email here.
  • Perform gap analysis on current capabilities and articulate the goals of the program.
  • Mapped out the forecasted sales & cost informationIdentified when it was realistic to roll out each program
  • Mapped out the forecasted sales & cost information
  • Transcript

    • 1. Capturing Lost Revenue:How to Initiate a Cart Abandonment Email Program<br />Lisa Moling<br />E-Marketing Manager, DEMCO<br />Loren McDonald<br />VP Industry Relations, Silverpop<br />1<br />
    • 2. 2<br />
    • 3. 3<br />Leverage Silverpop & Adobe Site Catalyst and recapture lost revenue<br />
    • 4. Agenda<br />1<br />About the Presenters<br />2<br />Why Cart Abandonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />4<br />
    • 5. Presenter <br />Lisa Moling, E-Marketing Manager<br />Develop & implement e-marketing programs including email marketing, online promotions, web analysis, paid search, social and CRM<br />Over 15 years online and direct marketing experience in diverse industries including tourism, insurance and industrial safety.<br />5<br />
    • 6. Presenter <br />6<br />About DEMCO<br />Based in Madison, WI<br />Sell library supplies<br />Originally a catalog company<br />Now web is a primary order source<br />B2B, but respond like consumers<br />
    • 7. Presenter <br />Loren McDonald, Vice President of Industry Relations<br />Leads industry leadership activities including more than 400 articles on email marketing, blogs, educational sessions and Webinars.<br />27 years experience in marketing, consulting and strategic planning with executive level positions at Lyris, EmailLabs, USWeb/CKS and Arthur Andersen.<br />eec Marketer of the Year - 2011<br />7<br />
    • 8. Presenter <br />8<br />About Silverpop<br />A leading email marketing / marketing automation provider<br />Email Marketing<br />Marketing Automation<br />Transactional Email<br />Social Connect<br />Send Time Optimization<br />Landing Pages<br />Surveys<br />SMS<br />Adobe Partner<br />
    • 9. Agenda<br />1<br />About the Presenters <br />2<br />Why Cart Abandonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />9<br />
    • 10. Capturing Lost Revenue<br />10<br />Don’t let sales and customers slip away! Email Remarketing can capture revenue you missed the first time.<br />
    • 11. Multiple Opportunities in the Funnel<br />300+ cart adds that never made it to checkout<br />Only 138 orders actually placed<br />11<br />Huge Remarketing Opportunity<br />Huge Remarketing Opportunity – 300+ cart adds that never made it to Checkout, and only 138 actual orders were placed.<br />
    • 12. “60–70%”<br />— Multiple Sources <br />Abandoned Carts, Lost Revenure<br />12<br />Up to 70% of Shopping Carts are Abandoned before Checkout<br />
    • 13. Do you deploy cart recovery emails?<br />Still quite a few who have not deployed this email remarketing technique.<br />13<br />
    • 14. Cart Abandonment Recovery Email Programs: <br />Percentage of Email Revenue<br />12% <br />10%<br />30% <br />25% <br />25% <br />20% <br />20%<br />5% <br />5% <br />4% <br />2%<br />2% <br />1% <br />1% <br />0.50%<br />70% <br />50% <br />DEMCO<br />Source: Silverpop Benchmark Study<br />
    • 15. “How much money are YOU leaving on the table?”<br />15<br />
    • 16. Agenda<br />1<br />About the Presenters <br />2<br />Why Cart Abandonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />16<br />
    • 17. Challenges and Opportunities<br />What is your cart abandoned rate?<br />DEMCO below average at 30%<br />Will it be worthwhile to automate abandoned cart triggered email program opportunity to recover lost revenue?<br />DEMCO did the math and decided YES!<br />Actually Challenge = Opportunity!<br />17<br />
    • 18. Step 1: Develop a strategic email plan<br />More sophisticated & targeted email program – increased relevancy<br />Promotional Emails<br />“Push” info to customers<br /><ul><li>New products
    • 19. Sales prices
    • 20. New catalogs
    • 21. Purchase incentives
    • 22. Contests/giveaways
    • 23. Info tips
    • 24. Trade show pre- promotion</li></ul>+…<br />18<br />
    • 25. Pre- to Post-Purchase Triggered Email Types<br />Right time, right message!<br />
    • 26. Step 2: Assess capabilities & articulate goals<br />Gap analysis demonstrated that we needed to search for a new ESP<br />20<br />
    • 27. Step 3:<br />Develop Offer and Estimate Incremental Revenue Analysis demonstrates potential huge revenue win. <br />21<br />
    • 28. Step 4: Demonstrate the ROI<br />Expecting ROI Positive in year 1!<br />22<br />
    • 29. Abandoned Carts, Lost Revenure<br />23<br />Following up with abandoners by email can yield 25% or more conversion rates<br />
    • 30. Step 5: Develop Creative Strategy<br />Started with a 3-step messaging approach…<br />24<br />
    • 31. Message A – 1 day after<br />
    • 32. Message B – 3 days after<br />
    • 33. Message C – 5 days after<br />
    • 34. What about the “big brother” theory?<br />Timing <br />Send out emails next day aftercart is abandoned<br />IT programming – what was feasible<br />Market we serve – libraries & teachers<br />Unsubscribe rates less than 0.2%<br />28<br />
    • 35. In Your Face…vs…<br />
    • 36. ...Service Orientation<br /><ul><li>Human service tone
    • 37. “Are you having trouble with your purchase decision?”
    • 38. 50% conversion rate</li></li></ul><li>Agenda<br />1<br />About the Presenters <br />2<br />Why Cart Abadonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />
    • 39. How do the systems work together?<br />Launch promotional email<br />System: Silverpop<br />Web visitors<br />(from search, bookmarks, etc.)<br />Go to demco.com<br />System: Adobe<br />(Genesis)<br />Go to demco.com<br />Sign in & save cart<br />Data feeds:<br /><ul><li>Abandoned cart date
    • 40. Shopping cart URL (business system)</li></ul>Data feeds:<br /><ul><li>Abandoned cart date
    • 41. Product purchase date
    • 42. Product IDs
    • 43. Shopping cart URL (business system)</li></ul>Launch abandoned<br />cart email<br />System: Silverpop<br />Launch abandoned cart email<br />System: Silverpop<br />
    • 44. Timeline<br />11 months start to finish<br />Sign new contract<br />ESP & Adobe Genesis integration<br />Develop email plan<br />Research Email Service Providers (ongoing since fall)<br />Create triggered rules & testing<br />Jan<br />Launch<br />IT programming - Changes to cookie, cart ID in URL, carts from signing in<br />Creative development<br />Sell internally<br />Get approval<br />Start w/new ESP<br />33<br />33<br />
    • 45. Agenda<br />1<br />About the Presenters <br />2<br />Why Cart Abadonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />34<br />
    • 46. Step 6 & 7: Analyze Results & Determine Follow-up Cadence<br />Conversion rate is just as high on the first email as it is on the last email – without an offer<br />
    • 47. Offer incentives on first email?<br />36<br />Majority of marketers choose no offer on first email<br />6%<br />6%<br />24%<br />64%<br />
    • 48. Results: compared to promotional emails<br />These relevant and timely emails had significant results!<br />37<br />
    • 49. 2009 Abandoned Cart Indexed Results<br />Revenue per email 15x versus broadcast emails<br />
    • 50. Cart vs Broadcast Emails<br />High % of sales relative to volume<br />
    • 51. Agenda<br />1<br />About the Presenters <br />2<br />Why Cart Abadonment Email Programs?<br />3<br />Developing a Plan / Considerations<br />4<br />Implementation Process<br />5<br />Results<br />6<br />Lessons Learned & Takeaways<br />
    • 52. Lessons Learned<br />Add in other abandons, not just those triggered by email<br />Added an opt-out flag for abandoned carts only<br />Don’t say “we’re going to empty your cart!”<br />
    • 53. Testing & potential improvements<br />List the products in the email, with thumbnails<br />Testing offers ($ off, % off, different free gift)<br />Testing timing of offers (# of days, # of emails)<br />
    • 54. 11 Key Takeaways <br />Launch<br />Measure, Improve, Expand<br />Develop a Plan<br />Create your overall marketing plan<br />Build an ROI case<br />Use an email service provider that integrates with Omniture<br />See if you can identify other sources of conversion loss aside from email initiated (signed in, save cart, started order)<br />Go through ESP & integration processes<br />Work with IT group on finishing touches<br />Develop creative<br />Test, test, test <br />Measure results<br />Identify improvement areas<br />Expand to new areas of conversion optimization<br />
    • 55. 44<br />Leverage Silverpop & Adobe Site Catalyst and recapture lost revenue<br />
    • 56. Q&A<br />45<br />Stop by booth #XXX<br />For…TBD<br />
    • 57. 46<br />www.silverpop.com<br />Twitter: @Silverpop<br />Lisa Moling<br />lisam@demco.com<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />
    • 58. 47<br />Stop by booth in the Partner Showcase<br />

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