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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 …

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.

Published in: Business

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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
  • Transcript

    • 1. Transactional Email 2.0: Think Beyond the PurchaseLoren McDonald, SilverpopCharles Nicholls, SeeWhy
    • 2. Think beyond just this…
    • 3. To Pre- to Post-Purchase Emails
      Right time, right message!
    • 4. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?
    • 5. Diversified Email Program
    • 6. Multiple Opportunities in the Funnel
    • 7. Recommendations/Abandon Site Email
      Early results:
      • 40% open rate
      • 8. 57% click to purchase conversion
      • 9. Earns £1.42 per email deployed
      • 10. Earned £62.70 per email clicked
    • Remarketing: After the Order
    • 11. Order Confirmation Series
      Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
      Open rates range 45%-50%
    • 12. Cross Sell / Upsell
      Best Practice:
      Recommend accessory items
      or complementary items for each product in cart
    • 13. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
      Fred, A Special Thank You Offer from Tafford
    • 14. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
    • 15. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
      Fred, Rate the Tafford products you purchased
    • 16. Post Purchase Lifecycle Indexed Results
      6X+ Better
      Survey performs over 20% better…
    • 17. Purchase Anniversary
      15% higher conversion rate than average from broadcast messages
    • 18. Red Letter Days Feedback Request Email
    • 19. Recommendations
      Review
      Recommendations based on segmentation
    • 20. Product Review Email
      14% of those who click place another order
      Second highest conversion rate next to Abandon Cart emails.
    • 21. Products Review Notification
      12% of those clicking on this email go directly to make another purchase.
    • 22. Reminders…almost out of stock
      Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
      Average Order Value is 53% HIGHER
    • 23. Low Volume/High ROI
      Triggered Emails:
      3-5% of email volume
      45% of profits
      Travel Site
      4% of email volume
      40% of email revenues
      Ecommerce Site
    • 24. Keys to Conversion
      - Web analytics
      - Reviews
      - Recommendations
      - Timing
      - Layout
      - Offers
      - Copy style
      - Level of
      personalisation
      e.g., Review request timing may need to vary
      • Personalised to
      Purchase
      - Non-purchase behaviour
      - Right tone
      - Compelling offers
      - Value add
      - HTML
      - Mobile
      - Image blocking
      - Navigation
    • 25. Shopping Cart RecoveryCharles Nicholls, SeeWhy
    • 26. About SeeWhy
      24
      • Founded in 2003, headquartered in Andover, MA and Windsor, UK
      • 27. ~750 ecommerce customers
      • 28. The only real time shopping cart recovery service to follow up in real time via email and social networks.
      • 29. Delivered as a service (SaaS)
      • 30. Integrated with email service providers, social networks & web analytics
      • 31. Tight integration with Silverpop Transact
      • 32. Best practices education
      • 33. Primary research in ecommerce
      Featured by
    • 34. Transactional triggered email sells
      4.1%
      Triggered
      Campaigns
      Sales Generated
      Volume of Emails sent
      95.9 %
      Batch
      Campaigns
      40.2%
      Triggered
      Campaigns
      59.8 %
      Batch
      Campaigns
      80% of revenue is from shopping cart recovery emails
      25
    • 35. Top 5: Why visitors abandon shopping carts
      26
      #1 Price
      #2 Not ready to buy
      Potential solutions:
      Promotions
      Remarketing to shopping cart abandoners
      Average Shopping Cart Abandonment Rate
      71%
    • 36. Based on 2009....
      From
      2nd week in September
      Through
      2nd week in November
      Sales volume
      Abandonment
      Christmas is coming......
      27
      Prime time for email remarketing
    • 37. Recover abandoned carts – The best ROI
      $46.6 million
      /year
      For a $20m ecommerce company…
      $127,000
      /day
      $5,000 /hour
      What’s being left on the table?
      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
      Annual ecommerce revenue
      - Annual ecommerce revenue
      (1- Abandonment rate)
      = $46.6 million annually
      or $127k daily
      20,000,000
      - 20,000,000
      1-70%
      28
    • 38. Real life performance
      29
      Average SeeWhy Recovery Rate: 19.8%
      Average payback period: 11 days
    • 39. Best practice formula:
      Cart recovery campaign checklist
      ID your visitors
      Real time first follow up
      Multiple follow ups
      Automation
      Service tone
      30
    • 40. Incentivised sign up’s work well
      Recognised the value of getting personally identifiable data with a simple reward
      ID your visitors
      31
    • 41. 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
    • 42. Real time first follow up
      >> After just 1 hour, 90% of ecommerce leads go cold
      100
      90
      80
      Real time responses are:
      “It’s all about speed here. The faster you contact the consumer, your chances are dramatically increased.”
      70
      60
      50
      40
      Lead Temperature
      30
      20
      10
      1
      2
      3
      4
      6
      7
      8
      10
      5
      9
      Hours
      33
    • 45. Multiple Follow Ups
      • Three stage follow up campaign
      • 46. Real time
      • 47. ~24 hours later
      • 48. ~7 days later with a promotion
      Conversion per stage
      Cumulative conversion
      Lift
      1
      2
      3
      Unsubscribe rate
      A ecommerce company generating $20m in revenues per annum loses $127k every daydue to abandonment
    • 49. 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
      Revenue recovered per hour
      #2 sent here
      #3 sent here
      #1 sent here
      Hours elapsed after abandonment
    • 50. 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
      • 51. Simplified campaign developed
      • 52. 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
      >> ServiceTone
      An overt sales message may be counter productive. Service based communications work much better
      • Expectations
      • 53. A service email stating their transaction did not complete
      • 54. Use your transaction confirmation as a model
      • 55. May not be ready to buy yet
      • 56. 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
    • 57. 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
    • 58. 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
    • 59. Resources / Q & A
    • 60. About Silverpop
      • A leading email marketing / marketing automation provider
      • 61. Email marketing
      • 62. Transactional email
      • 63. Share-to-social
      • 64. Send Time Optimization
      • 65. Landing pages
      • 66. Surveys
      • 67. SMS
      • 68. 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.html
      Many presentations on SlideShare
      www.slideshare.net/Silverpop
    • 69. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com

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