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Triggered Email Pre to Post Purchase Emails Shop.org

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This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails …

This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.

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  • 0.7% of product views convert to orders8% of cart additions convert to orders
  • We recommend a more subtle, service-oriented approach – while this might be successful, it has the potential to put off subscribers with its over-the-top aggressive tone.
  • A very poor transactional email form Tiffany:No HTML, eg, no color, good layout, tables, fonts, etc- No branding- No cross sell
  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • 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. Pre- to Post-Purchase Triggered Emails Shop.org Big Idea SessionTransactional Email 2.0: Think Beyond the Purchase
      Loren McDonald, Silverpop September 29, 2010
    • 2. Goal for Today:
      Think Differently
    • 3. Think beyond just this…
    • 4. To Pre- to Post-Purchase Emails
      Right time, right message!
    • 5. Triggered Email Program Benefits
      • Highly relevant to individual
      • 6. “Set it and forget it”
      • 7. Incremental revenue
    • Low Volume, High ROI
      4.1%
      Triggered
      Campaigns
      Sales Generated
      Volume of Emails sent
      95.9 %
      Batch
      Campaigns
      40.2%
      Triggered
      Campaigns
      59.8 %
      Batch
      Campaigns
    • 8.
    • 9. Incremental Revenue Opportunities
    • 10. Revenue Opportunity
      Cart / Browse Abandonment
    • 11. Multiple Opportunities in the Funnel
    • 12. Average cart
      abandonment rate
      71%
      Source: SeeWhy
    • 13. Following up with abandoners by email can yield
      25% or more conversion rates.
    • 14. Cart Abandonment Recovery Email Programs: Percentage of Email Revenue
      70%
      50%
      12%
      10%
      30%
      25%
      25%
      20%
      20%
      5%
      5%
      4%
      2%
      2%
      1%
      1%
      0.50%
    • 15. What about you?
    • 16. In Your Face…vs…
    • 17. …Subtle and service oriented
    • 18.
    • 19. Cart Abandonment w/ Discount
      CTR 350% higher
      50% higher conversion rate than broadcast
    • 20. Did You Forget Something?
    • 21. A Special Offer To Return To Tafford
    • 22. 2009 Abandoned Cart Indexed Results…
    • 23. Abandon Cart Emails
      25% conversion on cart abandoners.
      Cart program accounts for almost 1/3 of TOTAL yearly email sales
      First and most effective in the series sent within hours after abandonment.
    • 24. Gaylord Cart Series
      • 3-part series
      - 1st email within 1 min
      - 2nd after 24 hours
      • 3rd after 7-days
      • 25. Service tone
      • 26. “Human”
      • 50% conversion rate
    • 27. Multiple Follow Ups
      Source: SeeWhy
    • 28.
    • 29. Recommendations/Abandon Site Email
      Early results:
      • 40% open rate
      • 30. 57% click to purchase conversion
      • 31. Earns $2.18 per email deployed
      • 32. Earned $127.70 per email clicked
    • Purchase Process
      (Order confirmation, shipping)
    • 33. Missed Opportunity!
    • 34. Product Categories - Better
    • 35. Order Confirmation Series
      Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
      Open rates range 45%-50%
    • 36. Cross Sell / Upsell - Recommendations
    • 37. Post-Purchase Process
    • 38. Deploy Post-Purchase Emails?
    • 39. Satisfaction / Product Reviews / Bounceback / Replenishment
    • 40. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
      Fred, A Special Thank You Offer from Tafford
    • 41. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
    • 42. Fred, A Special Thank-You Offer From Tafford
      Tafford Customer Survey - Tell Us What You Think
      Fred, Rate the Tafford products you purchased
    • 43. Post Purchase Lifecycle Indexed Results
      6X+ Better
      Survey performs over 20% better…
    • 44. Product Review Email
      14% of those who click place another order
      Second highest conversion rate next to Abandon Cart emails.
    • 45. Products Review Notification
      12% of those clicking on this email go directly to make another purchase.
    • 46. Review Posted: Recommendations
      Review
      Recommendations based on segmentation
    • 47. Reminders…almost out of stock
      Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
      Average Order Value is 53% HIGHER
    • 48. Purchase Anniversary / Birthday
    • 49. Happy Birthday
      • 52% Open Rate
      • 50. 13.8% CTR
      • 51. 10% higher conversion rate
    • 10% off good for one month
    • 52. 2009 Birthday CampaignIndexed Results…
      Almost 25X better…
    • 53. Purchase Anniversary
      15% higher conversion rate than average from broadcast messages
    • 54. Key Takeaways
      • Determine revenue opportunity from triggers
      • 55. Get ownership of transactional emails
      • 56. Leverage other technologies
      • 57. Quick win (birthday, bounceback, etc)
      • 58. Focus on cart abandonment recovery
      • 59. Continuously refine and add new triggers
      • 60. Watch the dollars roll in!
    • 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
    • Selected Partners
    • 69. 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
    • 70. Contact Information
      Loren McDonald
      lmcdonald@silverpop.com
      Twitter: @LorenMcDonald
      www.silverpop.com
      Twitter: @Silverpop