Transactional Email 2.0 Think Beyond the Purchase


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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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  • 0.7% of product views convert to orders8% of cart additions convert to orders
  • 30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value
  • Transactional Email 2.0 Think Beyond the Purchase

    1. 1. Transactional Email 2.0: Think Beyond the PurchaseLoren McDonald, SilverpopCharles Nicholls, SeeWhy<br />
    2. 2. Think beyond just this…<br />
    3. 3. To Pre- to Post-Purchase Emails<br />Right time, right message!<br />
    4. 4. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources? <br />
    5. 5. Diversified Email Program <br />
    6. 6. Multiple Opportunities in the Funnel<br />
    7. 7. Recommendations/Abandon Site Email <br />Early results: <br /><ul><li> 40% open rate
    8. 8. 57% click to purchase conversion
    9. 9. Earns £1.42 per email deployed
    10. 10. Earned £62.70 per email clicked</li></li></ul><li>Remarketing: After the Order<br />
    11. 11. Order Confirmation Series<br />Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.<br />Open rates range 45%-50%<br />
    12. 12. Cross Sell / Upsell<br />Best Practice:<br />Recommend accessory items<br />or complementary items for each product in cart<br />
    13. 13. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, A Special Thank You Offer from Tafford<br />
    14. 14. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />
    15. 15. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, Rate the Tafford products you purchased<br />
    16. 16. Post Purchase Lifecycle Indexed Results<br />6X+ Better<br />Survey performs over 20% better…<br />
    17. 17. Purchase Anniversary<br />15% higher conversion rate than average from broadcast messages<br />
    18. 18. Red Letter Days Feedback Request Email<br />
    19. 19. Recommendations<br />Review<br />Recommendations based on segmentation<br />
    20. 20. Product Review Email<br />14% of those who click place another order <br />Second highest conversion rate next to Abandon Cart emails.<br />
    21. 21. Products Review Notification <br />12% of those clicking on this email go directly to make another purchase. <br />
    22. 22. Reminders…almost out of stock<br />Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates<br />Average Order Value is 53% HIGHER<br />
    23. 23. Low Volume/High ROI<br />Triggered Emails:<br />3-5% of email volume<br />45% of profits<br />Travel Site<br />4% of email volume<br />40% of email revenues<br />Ecommerce Site<br />
    24. 24. Keys to Conversion<br />- Web analytics<br />- Reviews<br />- Recommendations<br />- Timing<br />- Layout<br />- Offers<br />- Copy style<br />- Level of <br />personalisation<br />e.g., Review request timing may need to vary<br /><ul><li>Personalised to </li></ul>Purchase<br />- Non-purchase behaviour<br />- Right tone<br />- Compelling offers<br />- Value add<br />- HTML<br />- Mobile<br />- Image blocking<br />- Navigation<br />
    25. 25. Shopping Cart RecoveryCharles Nicholls, SeeWhy<br />
    26. 26. About SeeWhy<br />24<br /><ul><li>Founded in 2003, headquartered in Andover, MA and Windsor, UK
    27. 27. ~750 ecommerce customers
    28. 28. The only real time shopping cart recovery service to follow up in real time via email and social networks.
    29. 29. Delivered as a service (SaaS)
    30. 30. Integrated with email service providers, social networks & web analytics
    31. 31. Tight integration with Silverpop Transact
    32. 32. Best practices education
    33. 33. Primary research in ecommerce</li></ul>Featured by<br />
    34. 34. Transactional triggered email sells<br />4.1%<br />Triggered<br />Campaigns<br />Sales Generated<br />Volume of Emails sent<br />95.9 %<br />Batch <br />Campaigns<br />40.2%<br />Triggered<br />Campaigns<br />59.8 %<br />Batch <br />Campaigns<br />80% of revenue is from shopping cart recovery emails<br />25<br />
    35. 35. Top 5: Why visitors abandon shopping carts<br />26<br />#1 Price<br />#2 Not ready to buy<br />Potential solutions:<br />Promotions<br />Remarketing to shopping cart abandoners<br />Average Shopping Cart Abandonment Rate<br />71%<br />
    36. 36. Based on 2009....<br />From <br />2nd week in September<br />Through<br />2nd week in November<br />Sales volume<br />Abandonment<br />Christmas is coming......<br />27<br />Prime time for email remarketing<br />
    37. 37. Recover abandoned carts – The best ROI<br />$46.6 million<br />/year<br />For a $20m ecommerce company… <br />$127,000<br />/day<br />$5,000 /hour<br />What’s being left on the table? <br />Increase conversion rates by…<br />Percentage Daily $ Amount Annual $ Amount<br />10 % $ 12,700 $ 4.66 M<br />20 % $ 25,400 $ 9.32 M<br />30 % $ 38,100 $ 13.98 M<br />Annual ecommerce revenue<br /> - Annual ecommerce revenue<br />(1- Abandonment rate)<br /> = $46.6 million annually <br /> or $127k daily<br />20,000,000<br /> - 20,000,000<br />1-70%<br />28<br />
    38. 38. Real life performance<br />29<br />Average SeeWhy Recovery Rate: 19.8%<br />Average payback period: 11 days<br />
    39. 39. Best practice formula:<br />Cart recovery campaign checklist<br />ID your visitors<br />Real time first follow up<br />Multiple follow ups<br />Automation<br />Service tone<br />30<br />
    40. 40. Incentivised sign up’s work well<br />Recognised the value of getting personally identifiable data with a simple reward<br />ID your visitors<br />31<br />
    41. 41. And here’s your sign up reward<br />Free shipping<br />Simple promo code<br />Share with friends<br />Must be sent real time<br />Increases conversions<br />Also works with Social Network logins<br />E.g Facebook Login<br />
    42. 42. Real time first follow up<br />>> After just 1 hour, 90% of ecommerce leads go cold<br />100<br />90<br />80<br />Real time responses are:<br /><ul><li>Immediate
    43. 43. Relevant
    44. 44. In sync with customer</li></ul>“It’s all about speed here. The faster you contact the consumer, your chances are dramatically increased.” <br />70<br />60<br />50<br />40<br />Lead Temperature<br />30<br />20<br />10<br />1<br />2<br />3<br />4<br />6<br />7<br />8<br />10<br />5<br />9<br />Hours<br />33<br />
    45. 45. Multiple Follow Ups<br /><ul><li>Three stage follow up campaign
    46. 46. Real time
    47. 47. ~24 hours later
    48. 48. ~7 days later with a promotion</li></ul>Conversion per stage<br />Cumulative conversion<br />Lift<br />1<br />2<br />3<br />Unsubscribe rate<br />A ecommerce company generating $20m in revenues per annum loses $127k every daydue to abandonment<br />
    49. 49. Generates $0.75m in incremental revenues <br />3 stage campaign with a promotion on #3<br />The first few hours after the abandonment are critical<br />$700/hour initially<br />Falls to $50/hour after 5 days<br />Multiple follow up email performance in action<br />Revenue recovered per hour<br />#2 sent here<br />#3 sent here<br />#1 sent here<br />Hours elapsed after abandonment<br />
    50. 50. World’s largest commencement photography business<br />Highly seasonal business<br />1.5 million graduate photographs per year<br />Graduate Photography – Grad Images<br /><ul><li>Urgent requirement to go live asap
    51. 51. Simplified campaign developed
    52. 52. Launched in peak season to significant impact</li></li></ul><li>Grad Images: Three stage campaign<br />Immediate<br />23 hrs after<br />120 hrs after<br /><ul><li>Email delivery via Silverpop Transact real time transactional API</li></li></ul><li>“Service” tone<br />>> ServiceTone<br />An overt sales message may be counter productive. Service based communications work much better<br /><ul><li> Expectations
    53. 53. A service email stating their transaction did not complete
    54. 54. Use your transaction confirmation as a model
    55. 55. May not be ready to buy yet
    56. 56. An overt sales message may be counter-productive</li></li></ul><li>Email design tips<br />39<br />Service tone<br />Service over sales<br />Personal<br />Personalized, directly relevant<br />Emotional connection<br />With the product abandoned<br />With the brand<br />With a person<br />Strong Call to action<br />Return to cart / item button<br />Multiple methods of contact<br />Phone number<br />Email address<br />Link to stores locator<br />
    57. 57. Transactional email<br />The time between abandonment and recipient receiving the email should be <1minute<br />Transactional API’s are essential (such as Silverpop Transact)<br />Real time triggering<br />Individual behaviour on site directly drives an immediate response<br />Data cannot be moved in batch, (or even extracted manually!!!)<br />Staying in step with visitors<br />Returning visitors need to be spotted irrespective of how they come back to the website<br />Return to my cart button<br />Direct<br />Search engine<br />Banner ad etc<br />Automation<br />40<br />
    58. 58. Top 10 Converting Websites<br />Research report<br />Lessons learned from the Top 10 Converting Websites<br />Average visitor-to-sale conversion of 23% (industry average 2-3%)<br />What they do differently<br />To get your free copy of the report at<br />41<br />
    59. 59. Resources / Q & A<br />
    60. 60. About Silverpop<br /><ul><li> A leading email marketing / marketing automation provider
    61. 61. Email marketing
    62. 62. Transactional email
    63. 63. Share-to-social
    64. 64. Send Time Optimization
    65. 65. Landing pages
    66. 66. Surveys
    67. 67. SMS
    68. 68. API Integrations w/ Web analytics, personalization, reviews, recommendation technologies </li></li></ul><li>Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br /><br />Many presentations on SlideShare<br /><br />
    69. 69. Thank you!On Twitter:<br />