ZACK NOTES - EMAIL AUTOMATION - DMA 2013 CHICAGO

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In this presentation with Loren McDonald from Silverpop, we cover welcome emails, retargeting, cart abandonment, sku notify, order confirmation emails, and the frequency controls to keep the wheels from falling off.

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  • Online only retailer of Art, Home Décor, Jewelry, Accessories - a wide array of productsIndependent designersFocus on sustainability1/2 are handmade1/2 are made in USA1/3 are made from recycled materialsIndependently owned and operatedBrooklyn NY
  • You have the opportunity to send 2-3 emailsGreat branding opportunityUnsubscribes are high so don’t overwhelmYou can run A/B tests by assigning a random number to opt-insEasy implementation
  • ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
  • Identify 4-8 large segments of your customers based on URL viewsKayak – Flights, Hotels, Cars, Deals, VacationsLowes – Electrical, Flooring, Garden, etc.. Recycle broadcast/trigger emails into retargeting programs, by purging the opensLeverage other marketing assets – flyers, catalog, site promos, etc.Change the subject lines between cycles
  • Make sure to create a control test segment that does not receive an emailYou should also test different lag timesWe found that cart abandonment was less effective over the holidaysPrepare for a complex integration
  • Send 3 confirmation emails – order, shipping, deliveryUse a recommendation system like BaynotePlace plenty of links to categories but keep the focus on the confirmation message
  • Treat your engagement segments differentlyLearn to calculate the opportunity cost of your unsubscribesStart running frequency tests – simple holdouts and advanced cohortsTransactional emails do not require an unsubscribe link
  • ZACK NOTES - EMAIL AUTOMATION - DMA 2013 CHICAGO

    1. 1. Delivering Increased Relevance and Revenue with Automated Emails Loren McDonald – Silverpop Zack Notes UncommonGoods
    2. 2. Speakers Zack Notes • Senior Analyst, UncommonGoods • zack@uncommongoods.com • @zacknotes Loren McDonald • VP, Industry Relations, Silverpop • lmcdonald@silverpop.com • @LorenMcDonald
    3. 3. More of this ^ = more of this ^
    4. 4. UG Email Program Overview Program Results Welcome Emails Agenda Broadcast / Fatigue Remarketing Emails Confirmation Emails SKU/Reminder
    5. 5. UncommonGoods Overview and Email Program
    6. 6. UncommonGoods Online only retailer of Art, Home Décor, Jewelry, Accessories - a wide array of products Independent designers Focus on sustainability - 1/3 are made from recycled materials 1/2 are handmade / 1/2 are made in USA Independently owned and operated Based in Brooklyn, NY
    7. 7. UncommonGoods
    8. 8. UncommonGoods Independent B Corp out of Sunset Park in Brooklyn NY
    9. 9. UncommonGoods Email The Early Days: 2005 - 2009
    10. 10. We had been sending one broadcast email to everyone…
    11. 11. Instead, we wanted to send more relevant emails to smaller groups of people.
    12. 12. And we still had plenty of free space on the calendar... SUN MON TUES WED THU FRI SAT
    13. 13. Automation Timeline Confirmation Emails Sku Notify Browse Retargeting Welcome Series 2009 2010 Cart Abandonment 2011 2012 2013
    14. 14. Welcome Emails
    15. 15. Welcome Email #1
    16. 16. Welcome Email #2
    17. 17. Welcome Email #3
    18. 18. Welcome Progression – But still generic … Immediate 3-part series Email # 1 Immediate Email # 2 Stand alone 3-7 days Email # 3 7-14 days
    19. 19. Cruise Site Caribbean Mexico Generic Content Email SignUp Welcome Email 1 Welcome Email 2 Alaska Browse Welcome Email 3 Mexico Offer Hawaii Ooops
    20. 20. Or you try to convert them on Alaska Cruise Email SignUp Welcome Email 1 Includes current Alaska cruise offer Welcome Email 2 Includes survey/progressive form Welcome Email 3 Using Web Tracking – marry browse behavior to email address Welcome Email 4 Includes current Alaska cruise video / Testimonials Alaska offer – w/deadline
    21. 21. Welcome Learnings/Tips Think “Onboarding” Getting Started Misc • Series of emails w/ specific goals • Leverage data, personalized • Branding opportunity • Start with 1 • Move to a series/leverage other content • Add personalization/dynamic content • Unsubscribes can be high • You can run A/B tests by assigning a random number to opt-ins
    22. 22. Remarketing Browse, Cart and Process Abandonment,
    23. 23. Browse – Sniffing Around
    24. 24. Browse / Cart Abandonment: Showing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
    25. 25. Browse Retargeting Program A customer views one of the pages under our “for him” category … Their page view gets logged in Silverpop’s Web Tracking table …
    26. 26. Browse Retargeting Program We have an automated program keyed off of the Web Tracking table …
    27. 27. Browse Retargeting Program It triggers this email to the customer…
    28. 28. Browse Retargeting Program We have 8 of these, including “For Kids” …and Office
    29. 29. Next Iteration: SeeWhy “Browse Abandon”
    30. 30. Wizard / Calculator Abandonment Thank You!
    31. 31. Supplement Wizard – Abandoned, Finished Process • Sent when a customer receives their results but does not add items to cart or checkout • 40.17% Open Rate • 4.18% CTR • $0.38 Rev/Email
    32. 32. Retargeting Learnings/Tips Identify 4-8 large segments Recycle and Leverage Other Assets Content • Kayak – Flights, Hotels, Cars, Deals, Vacations • Lowes – Electrical, Flooring, Garden, etc.. • Turn broadcast into triggered emails • Flyers, catalog, site promos, etc. • Educate – tips, videos, testimonials, tools • Content that moves buyer to next stage • Change subject lines between cycles
    33. 33. Shopping Cart – Close to jumping in …
    34. 34. Following up with abandoners by email yields up to 50% conversion.
    35. 35. DEMCO Cart Remarketing Results Conversion rate is just as high on the first email as it is on the last email Cart Email A Day 1 Cart Email B Day 3 Cart Email C Day 5 AVERAGE Open Rate 40% 39% 32% 37% Click-to-Open 44% 47% 28% 41% Click-thru-Rate 18% 18% 9% 15% Conversion Rate 22% 15% 24% 20% Sales/email $8.60 $8.40 $5.04 $7.46
    36. 36. Cart Abandonment
    37. 37. • Service tone • Human • Multiple channel options •Reassurance •50% conversion
    38. 38. Cart Remarketing Learnings/Tips Timing/Series Content Testing • Send a series – e.g. 3 emails • Near real-time for email #1 • Save incentives till the end • Turn broadcast into triggered emails • Flyers, catalog, site promos, etc. • Control group that does not receive email • Test different lag times Prepare for a complex integration
    39. 39. SKU/Reminder Emails
    40. 40. Reminders turn customer service into $$$
    41. 41. Out of Stock = Sku Notify Emails …
    42. 42. Sku Notify Emails
    43. 43. Reorder
    44. 44. Replenishment Goal: Increase sales of repeat purchases Timing: Based on a calculation of when product will run out Results: - 29.4% Open Rate - 3.56% CTR - $0.41 Rev/Email - 9.56% Conversion Rate
    45. 45. Confirmation/Shipping Emails
    46. 46. Turning a “thanks” into another purchase
    47. 47. Order Confirmation
    48. 48. Order Shipped Notice
    49. 49. Confirmation Learnings/Tips Series Cross-Sell Don’t Go Overboard • Send 3 confirmation emails – order, shipping, delivery • Leverage your company’s recommendation software, e.g., Baynote, Certona, etc • Place plenty of links to categories but keep the focus on the confirmation message
    50. 50. Other: Broadcast Emails and Managing Email Fatigue
    51. 51. All of these programs are targeting our most engaged customers. Can’t this be applied to our broadcast emails as well?
    52. 52. AgilOne Integrates with your ESP so you can query the engagement segments. It’s a reactive system in which customers can move between segments, based on engagement.
    53. 53. AgilOne’s engagement segments can be used in automated programs as well
    54. 54. Once you have a developed email program, you need to manage customer fatigue
    55. 55. Fatigue Management - Tips Treat your engagement segments differently Learn to calculate the opportunity cost of your unsubscribes Start running frequency tests – simple holdouts and advanced cohorts Transactional emails do not require an unsubscribe link
    56. 56. Program Results / Final Thoughts
    57. 57. Program Stats Email program Open Rate Conversion Rate Emails Sent Total Revenue Share Broadcast 18.1% 1.6% 20,400,000 5.90% SKU Notify - 23.9% 8,000 0.63% Confirmation - 2.4% 398,000 0.46% Cart Remarketing 27.9% 23.1% 11,500 0.27% Welcome 34.4% 1.4% 149,000 0.27% Retargeting 41.8% 2.2% 90,000 0.25% *Time Period: 4/1/13 - 8/19/13
    58. 58. Sends vs. Revenue # Emails Sent Broadcast Sku Notify Confirmation CartAbandon Welcome Retargeting 0% 97% 0% 2% 0% 1% Email Revenue 3.5% 3.3% 3.5% 1% 5.9% 8.1% 75.9%
    59. 59. Final Thoughts/Takeaways Get Started Content/Approach Other • Big opportunities first • Think “segments” of 1 / Move to small segments • Leverage existing/other technologies • Think in terms of a phased approach • Leverage existing content • Think service/helpful content – not just offers • Evolve into series • Test everything • Turn problems into opportunities • Make friends with IT
    60. 60. Q & A / Contact Information Zack Notes • Senior Analyst, UncommonGoods • zack@uncommongoods.com • @zacknotes Loren McDonald • VP, Industry Relations, Silverpop • lmcdonald@silverpop.com • @LorenMcDonald

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