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Triggered Email Marketing

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This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S …

This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S Worldwide.

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  • 1. Triggered Email Marketing
  • 2. Agenda • Email Environment/Challenges • Why Automation and Triggers? • Types and Examples • S&S Worldwide Case Study • Q&A
  • 3. Email Environment/Challenges Trends Driving the Need to Change
  • 4. Channels Are Exploding
  • 5. Mobile / Small-Screen Devices
  • 6. Higher Expectations From Consumers Irrelevant vs Relevant
  • 7. ISPs: Get Relevant or Get Junked
  • 8. Free Shipping, 20% Off – “So What”
  • 9. As a Result, Some Consumers are Tuning Out
  • 10. Why Automation & Triggers
  • 11. So…”Batch & Blast” Must be Dead?
  • 12. Because Hope is Not a Strategy
  • 13. Broadcast & Triggers Complement
  • 14. Relevant Emails Rock! Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
  • 15. Low Volume/High ROI Triggered Emails: 3-5% of email volume 45% of profits Travel Site
  • 16. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?
  • 17. Types of Triggers / Examples
  • 18. Triggers Are Based On.. Demographics/ Dates Internal/External Preferences Factors Behavior/Non Behavior
  • 19. Sample Automation Triggers Demographics/ Preferences Post-Purchase Pre-Purchase Behavior Behavior
  • 20. Birthday
  • 21. Happy Birthday • 52% Open Rate • 13.8% CTR • 10% higher conversion rate
  • 22. 10% off good for one month
  • 23. 2009 Birthday Campaign Indexed Results…
  • 24. Welcome
  • 25. Welcome - Incentive
  • 26. Welcome to the Tafford Community
  • 27. Three Reasons You Will Love Tafford + A Special Offer
  • 28. Personalize Your Tafford Experience
  • 29. 2009 Welcome Series Indexed Results…
  • 30. Behavior Post-Purchase
  • 31. Post Purchase – Pre Use
  • 32. Post Experience – Repeat Purchase
  • 33. Cross Sell / Upsell Best Practice: Recommend accessory items or complementary items for each product in cart
  • 34. Post-Purchase Review
  • 35. Purchase Anniversary 15% higher conversion rate than average from broadcast messages
  • 36. Follow-Ups / Reminders
  • 37. Recommendations
  • 38. Fred, A Tafford Customer Special Survey - Tell Thank-You Thank You Us What You Offer From Offer from Tafford Think
  • 39. Fred, A Tafford Customer Special Survey - Tell Thank-You Us What You Offer From Tafford Think
  • 40. Fred, A Tafford Fred, Rate Customer Special the Tafford Survey - Tell Thank-You products you Us What You Offer From purchased Tafford Think
  • 41. Post Purchase Lifecycle Indexed Results Review doesn‟t perform well - $/Email but does generate reviews…
  • 42. Cart Abandonment (Recovery)
  • 43. Average cart abandonment rate 60-70%
  • 44. Following up with abandoners by email yields up to 50% conversion.
  • 45. Cart Abandonment w/ Discount CTR 350% higher 50% higher conversion rate than broadcast
  • 46. Did You Forget Something?
  • 47. A Special Offer To Return To Tafford
  • 48. 2009 Abandoned Cart Indexed Results…
  • 49. S&S Worldwide Case Study
  • 50. What we do…
  • 51. Customers & Associations…
  • 52. Email: How we got started
  • 53. Diversified Email Program
  • 54. Abandon Cart Emails 25% conversion on cart abandoners. Cart program account for almost 1/3 of TOTAL yearly email sales First and most effective in the series sent within hours after abandonment.
  • 55. Remarketing: After the Order
  • 56. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%
  • 57. Keeping your customers engaged Feedback Participation
  • 58. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.
  • 59. Products Review Notification 12% of those clicking on this email go directly to make another purchase.
  • 60. Bridging online & offline behaviors
  • 61. Catalog Request & Follow-up Increase responsiveness of catalog shoppers and profitability of catalog request program
  • 62. Recommendations/Abandon Site Email Early results: • 40% open rate • 57% click to purchase conversion •Earns $2.18 per email deployed. •Earned $127.70 per email clicked.
  • 63. Delivering the right message at the right time measures up!
  • 64. Take-Aways • Don‟t be afraid of the unknown or being considered too „big brother.‟ • Make the initial time and resource investment in researching and setting up appropriate campaigns. They will pay off in the future. • Pay close attention to your competitors and leaders within your industry, do not get left behind.
  • 65. Contact Information / Q&A • Carolyn Nye – Marketing Manager, S&S Worldwide – cnye@ssww.com • Loren McDonald – VP, Industry Relations, Silverpop – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @silverpop
  • 66. 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
  • 67. Thank You! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com