SmartPak Silverpop Lifecycle Email Program

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  • Promotional emails on one platform, triggered/transactional emails internal systemReporting restrictions, slow to update, limitations with internal systemNo way to manage, easily make updatesEmail was beginning to become a respected channelResources given to emailEmail consultant to assist in mapping out updates as well as a roadmap and lifecycle planMoved to a ESP that could handle our needs for an integrated systemBig investment, but also freed up IT timeHow did we make this happen with everything we had going on and still grow 40% YOY? Make a bubble that pops even more…Where should companies start if they don’t have a budget?
  • Carey to send Loren 1 row we can dive into
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • 2 part email series:Sent to customers the first time they order SmartPaks, immediately after purchaseFollow-up email triggered 35 days after first ship dateGoal: Increase retention and answer common customer questionsFirst time customers have many questions with new orderHow do I feed them?How many do I feed?When do they ship?Why is my next order being billed so soon?A poor experience or confusion with a first time order can lead to uncertainty in the company and programGive our customers a sense of knowledge, trust in the programHighest drop off between the 1st and 3rd shipmentsHow can we change that behavior?
  • First time customers have many questions with new orderHow do I feed them?How many do I feed?When do they ship?Why is my next order being billed so soon?
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • Sent 3 days before order is scheduled to be shippedServes as a reminder to customer that they can still add one-offitems to their order and not pay additional shipping22.9% Open Rate6.7% CTR$0.98 RPE22.8% Conversion RateTO NOTE: *Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign. It does not appear that revenue from the first is beingtransferred to the 2nd.
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
  • Customer fills out “wizard” online and we give them a custom supplement program for their horse.This is sent if no action is taken (did not add to cart or purchase).
  • It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
  • SmartPak Silverpop Lifecycle Email Program

    1. 1. How SmartPak EquineUses Lifecycle Emails to Engage itsCustomers Every Step of the Way
    2. 2. Copy “Trigger” horse senseCarey Marston, SmartPakLoren McDonald, Silverpop @careyMKegel @LorenMcDonald
    3. 3. Everybody loves triggered messages…
    4. 4. Why? Low Volume, High ROI!Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 40.2% Triggered Campaigns 59.8 % 95.9 % Batch Batch Campaigns Campaigns
    5. 5. Copy…and you’ll be able to leave the office earlier!
    6. 6. …but they can seem so overwhelming…
    7. 7. …so avoid this feeling and…
    8. 8. Copy
    9. 9. Agenda Email Program Overview SampleQ&A Lifecycle Emails
    10. 10. SmartPak Background
    11. 11. About SmartPak• Founded by riders and horse owners for riders and horse owners• Finding a better way to administer supplements led to a quest for discovering innovative, smarter products• Convenience, peace of mind, time savings Benefits:• How SmartPaks work: • Fed right every time • Custom orders • Delivered free, monthly
    12. 12. SmartPak Email Program Email Volume Transact. & Triggered Promotional 12% 88%• ~1MM+ emails sent, per month• Email generates 30% of all online marketing revenue Email Revenue Transact. &• Healthy transactional Triggered and triggered email Promotional 70% 30% program drives high return
    13. 13. SmartPak Email Program 40 unique transactional andlifecycle emails/day, 10+ promotional emails per month 14 triggered and transactional programs in place
    14. 14. SmartPak Email Team Business Owners with many requests for email campaignsEmail Marketing Manager Email Designer
    15. 15. Where we came from Separate systems Email startingNew ESP to get respect Hired Consultant
    16. 16. How we did it? – Phased Approach • Identified critical segments and articulated the goals for each (e.g. convert supplement bucket buyers to SmartPaks buyers)1 • Mapped out existing email framework to understand the flow from one lifecycle stage to the next (and identify gaps!)2 • Prioritized opportunities and executed (while keeping an eye on simplicity and automation to make the most of our limited resources)3 • Completed relational tables integration4 • Our motto: Pilot > Optimize > Automate!5
    17. 17. How we did itWhat marketing What marketing What What marketing What marketing programs will programs marketing programs programs will help will help programs will will help help you capture you convert help you grow you ensure you win new email prospects to customer customer back lost addresses? customers? value? loyalty? customers?
    18. 18. Identify current and “wishlist” campaigns
    19. 19. Email Metrics Metrics Triggered/ Broadcast Difference Transactional Open Rate 27.6% 16.4% +68.3% CTR 5.9% 2.9% +103.5% CTOR 21.4% 17.7% +20.9%Conversion Rate 14.6% 6.2% +135.8% Unsubscribe 0.08% 0.14% -42.9% SPAM 0.04% 0.06% -33.3% Bounce 0.63% 0.67% -6.0%
    20. 20. Sample Lifecycle Emails
    21. 21. Welcome Emails Start the Relationship Right
    22. 22. Opt-In Welcome
    23. 23. SmartPaks System Welcome - Old Creative
    24. 24. SmartPaks System Welcome - New Creative 41% Open Rate 5.46% CTR Not a direct revenue driver, but not intended to be
    25. 25. Welcome Email #2“Carey, we hope you are enjoying your SmartPaks” Reiterate the value that other customers find with SmartPaks • Sent 7 days after the 2nd shipment • 34.5% Open Rate • 8.9% CTR • Goal – increase retention of new customers
    26. 26. Autoship Reminder Email
    27. 27. Autoship Reminder Email
    28. 28. Autoship Reminder Email • Reminds customer of upcoming SmartPaks order • Allows customer time to make changes before order is processed The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate Replace with real time products based on purchase behavior
    29. 29. Reminder Email 2 • 22.9% Open Rate • 6.7% CTR • $0.98 RPE • 22.8% Conv. Rate Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign.
    30. 30. Cart Abandonment Recovery
    31. 31. (Old) Abandon Cart • No link back to website • No link back to products • Passive language • No value why to order from SmartPak • Can only call or email to reorder?
    32. 32. Abandon Cart Next step add in price and average reviewsThe results:• 38.5% open rate• 10.15% CTR• 50% conversion rate• $4.80 revenue/email Next step add in price and average reviews
    33. 33. Supplement Wizard – No Next Step…
    34. 34. Post-Purchase
    35. 35. “Customer input gives shoppers the confidence to buy, increasing sales, conversion, average order value, and more.” Source: Post-Purchase Review Bazaarvoice • Launched home-grown product review tool inSubject Line: “Please rate & reviewyour recent SmartPak purchase” early 2006 – Gathered 5,000 customer reviews • Use Bazaarvoice (launched January 2009) to handle customer reviews • Sent generic broadcast email to customers to review products they have purchased • Launched a daily triggered email to review first time ordered products 21 days post-purchase – Currently have over 50,000 product reviews Customer receives Post- Customer Orders Automated email Customer Purchase Review Fed to Silverpop triggered if query Purchases Email (Nightly) criteria met (21 days after purchase)
    36. 36. Post-Purchase ReviewThe results:• 27.33% open rate• 1.88% click-through rateHomepage and off-site display banners Search results
    37. 37. Post-Purchase Review EmailProduct Page Print Pieces
    38. 38. SmartPaks Cancellation Program - Confirmation
    39. 39. Cancellation Program – 7 Day Follow-Up
    40. 40. Cancellation Program – 42 Day Follow Up
    41. 41. SmartPaks On Hold Program - Confirmation Sent immediately when order is placed on hold
    42. 42. SmartPaks On Hold Program – Follow Ups Sent at 10, 30, 60, 90, 135, 180 days on hold. Slightly different messaging for each time frame
    43. 43. SmartPaks Upsell Emails Sent 7 days after first NON-SmartPaks order to upsell them into the automatic shipment SmartPaks.
    44. 44. Upcoming Goals:Delivery confirmation emailAutomate inactive subscriber re-engagementBrowse BehaviorAnniversaryWishlist reminderCustomer-centric conversionCreative/brand refresh on all currenttriggered emailsReal-time product recommendationsIntegrated marketing databasePost-purchase upsells and cross-sells
    45. 45. TakeawaysHave an action planMap out your existing framework and where youwant to goDon’t get overwhelmedPrioritize based on business goalsTestSpeak to your customers in a timely mannerAnalyze your business and what value you want togive to your customers via email
    46. 46. Q & A / Contact Info.• Carey Marston – SmartPak – Email Marketing Manager – Cmarston@smartpak.com• Loren McDonald – Silverpop – VP, Industry Relations – Twitter: @LorenMcDonald – Google+: +LorenMcDonald – Pinterest: intevation – lmcdonald@silverpop.com

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