Conversion Conferrence: Triggered EMails


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Presented at the Conversion Conference NYC Oct 19. Discusses some examples of popular triggered emails and how to effectively implement.

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  • To take a closer look at Abandon cart campaigns: The first email is delivered within a few hours of cart abandonment. Typically see a 25% or higher conversion from those receiving an abandon cart email. They have tested different versions & timing on the program and have a multiple mailing campaign in place. However, the most effective and profitable email in the series is the first initial email delivered shortly after the cart is abandoned. Cart emails have converted more than $2m in potentially lost revenue.- tracking ONLY through sales completed directly through the email. Sales resulting via other order methods are significantly higher.
  • Here is an example of how we changed the strategy of our confirmation emails from a simple customer service communication to a multi-faceted email. We added navigation to mimic our website to encourage shopping behaviors. We added offer incentives- free shipping on your next order as well as coupons on the bottom to use on additional orders or to give away to encourage viral techniques. In addition we took advantage of the space to add social networking links. Now, As with most confirmation emails, open rates are very high and interestingly enough, the sales cycle is very long from the deployment date of the email – we typically will see sales resulting for up to 1 year after the email deploys. Additional the sales resulting on these emails grew over 40% from 08 to 09.
  • Keeping the remarketing conversation going: Product review email is the perfect opportunity if you have review functionality on your site. This message needs to be timed to allow enough opportunity for the customer to use and experience the product but also to have the experience still fresh in their minds. For every customer that clicks this email, 14% continue on to place an additional order and we relevant reviews add SEO content to the site and to assist other customers in their shopping experience.
  • Additionally, we send a follow up once a review has been posted on our site so customers can reengage in the conversation about the product. Ironically we do see pretty powerful results from these notifications and historically 12% of those clicking go on to make an additional purchase directly from this emails.
  • Another great tactic to reinforce the customer experience in to bridge offline and online behaviors. This strengthens your branding messages and keeps you top of mind with your customers.
  • .
  • Email is generally considered by most marketing professionals to have the highest ROI then any other direct marketing media channel. If Email as a whole earns the highest ROI, then developing a diversified triggered and transactional email program that is optimized to deliver the right message at the right time simply blows that ROI out of the water. As you can see in this example this email program as a whole is split 60-40, with 60% of the revenues coming from conventional thrust messages and 40% coming from triggered or transactional messages. What is fascinating about this figure, is that when looking at overall email circulation, only 4% of all emails deployed are transactional in nature. For (an undefined period of time) a quantity of emails we sent that cost less than $300 to send, we generated over $1.2 million in revenue. This is revenue that resulted in a direct sale after the customer clicked on that email- not counting any other sales generated from the email via other order methods.
  • Conversion Conferrence: Triggered EMails

    1. 1. Email: Triggered & Targeting How Getting Personal Increases Conversions Presented By: Carolyn Nye Director, Digital Interactive Group USADATA
    2. 2. Triggered Campaigns <ul><li>What is a Triggered Campaign? </li></ul><ul><ul><li>An event-driven triggered email is automatically launched based on a specific business rule criteria. These may be a behavior the customer has taken or as a result of time/date sensitive information. </li></ul></ul><ul><li>Why Triggered campaigns? </li></ul><ul><ul><li>Triggered campaigns typically have much higher open and response rates then normal promotional emails. </li></ul></ul><ul><ul><li>Customers are more engaged since the trigger is based off of an action that was recently taken. </li></ul></ul><ul><ul><li>Information is highly relevant to what the customer is doing or thinking about. </li></ul></ul><ul><ul><li>“ Set it and forget it” Triggered campaigns require much less day to day management then traditional thrust campaigns. </li></ul></ul>
    3. 3. Triggered Campaigns <ul><li>Challenges & Struggles </li></ul><ul><ul><li>Understanding your own customers behavior </li></ul></ul><ul><ul><li>The technical implementation of triggered campaigns. Evaluating if the effort is worth the results </li></ul></ul><ul><ul><li>Measuring a shift in behavior vs. true incremental sales on triggered campaigns </li></ul></ul><ul><li>Recipe for Success </li></ul><ul><ul><li>Use timely & relevant information </li></ul></ul><ul><ul><li>Engage your customers interests </li></ul></ul><ul><ul><li>Create a sense of urgency. Use great offers when applicable </li></ul></ul><ul><li>Tips to Remember </li></ul><ul><ul><li>A triggered campaign will only be as successful as your ability to capture the customers email address and present valid, up to date information. There will always be a high percentage of customers who you cannot communicate via triggered strategies. </li></ul></ul><ul><ul><li>Always follow CAN SPAM guidelines when thinking through any triggered program. </li></ul></ul>
    4. 4. Types of Triggered Emails Diversified Email Program
    5. 5. Examples of Triggered & Personalized Emails <ul><li>Abandon Cart : S&S Worldwide </li></ul><ul><li>Order Confirmation Series: S&S Worldwide </li></ul><ul><li>Happy Birthday: Mr. Chewy </li></ul><ul><li>Product Review: S&S Worldwide </li></ul><ul><li>Catalog Requests & Site Abandonment: S&S Worldwide </li></ul><ul><li>B2B: USADATA </li></ul>
    6. 6. 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. Abandon Cart Emails
    7. 7. Remarketing: After the Order Opportunity for Triggered Emails at Every Step
    8. 8. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% in one year. Open rates range 45%-50% People keep order confirmations in their inbox to refer to at a later date.
    9. 9. Client Example: Mr. Chewy <ul><li>Happy Birthday to Your Pet </li></ul><ul><li>Personalized: </li></ul><ul><li>Dog & Cat Version </li></ul><ul><li>Name of animal </li></ul><ul><li>Subject line personalization </li></ul><ul><li>Triggered: </li></ul><ul><li>Sent on the date of the animal’s birthday </li></ul>
    10. 10. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails for S&S.
    11. 11. Products Review Notification 12% of those clicking on this email go directly to make another purchase.
    12. 12. Bridging online & offline behaviors
    13. 13. Catalog Request & Follow-up Increase responsiveness of catalog shoppers and profitability of catalog request program
    14. 14. Recommendations/Abandon Site Email <ul><li>Results: </li></ul><ul><li>40% open rate </li></ul><ul><li>57% click to purchase conversion </li></ul><ul><li>Earns $2.18 per email deployed. </li></ul><ul><li>Earned $127.70 per email clicked. </li></ul>
    15. 15. <ul><li>Depending on your business model and customer behavior on your site you can apply the same logic from a successful Abandon Cart Program to other ‘abandon’ programs. </li></ul><ul><li>Examples include: </li></ul><ul><ul><li>Abandoned a form or registration process </li></ul></ul><ul><ul><li>Abandoned a session when searching or browsing on your website </li></ul></ul>Other Abandon Programs (Forms, Search, Browse)
    16. 16. Example of B2B Triggered: USADATA <ul><li>Saved List Count Emails for USADATA: </li></ul><ul><li>This email is sent while after someone visits our site and explores our SL360 list processing application. </li></ul><ul><li>We send an instant reminder as well as a series spaced out after the initial email reminder. </li></ul>
    17. 17. B2B Triggered Emails <ul><li>Saved List Count Emails for USADATA: </li></ul><ul><li>Email is personalized with name and unique URL to retrieve Saved List (Similar to an Abandon Cart Email) </li></ul><ul><li>Conversion rates typically 30-40% </li></ul><ul><li>Sent at longer increments then an abandon cart email since buying pattern and cycle is vastly different then B2C behaviors. </li></ul>
    18. 18. Delivering Triggered & Personalized Messages adds up!
    19. 19. Contact Information / Q&A <ul><li>Carolyn Nye </li></ul><ul><li>Director, Digital Interactive Group </li></ul><ul><ul><li>USADATA </li></ul></ul><ul><ul><ul><li>292 Madison Ave </li></ul></ul></ul><ul><ul><ul><li>New York, NY </li></ul></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>212-324-6239 </li></ul></ul>