Case study presentation from Silverpop Summit, "6 Clients, 6 Case Studies and Lots of Ideas"

1. Challenge/Opportunity
DEMCO – sell library supplies
• Originally a catalog company
• Now web is a primary order source
• B2B, but respond like consumers
Challenge – cart abandons
• Our cart abandon rate was 30%
• We knew from research studies - abandon
cart emails could result in 4-6x conversion
rates as promotional emails
• We did an analysis and determined it could
be a potential huge revenue win

2. Steps to Solve
1. Developed a strategic email
plan
– part of a more sophisticated
& targeted email program
– increased relevancy
2. Completed an analysis to
determine ROI
3. Integrated with web analytics
provider (Omniture)
4. Launched emails!
Open Shopping Carts Program
Qty 25,000
Open rate 60%
Opens 15,000
CTR 40%
Clicks 6,000
Potential RR 15%
Orders 900
AOV $215
Potential Sales $193,500
Sales/Email $7.72

3. Process for Data Feeds & Email Launches
Launch promotional email
System: Silverpop
Go to demco.com
System: Omniture
(Genesis)
Launch abandoned cart email
System: Silverpop
Data feeds:
• Abandoned cart date
• Product purchase date
• Product IDs
• Shopping cart URL
(business system)
Web visitors
(from search, bookmarks, etc.)
Go to demco.com
Sign in & save cart
Launch abandoned
cart email
System: Silverpop
Data feeds:
• Abandoned cart date
• Shopping cart URL
(business system)

4. Strategy & Messages
Started with a 3-step messaging approach…
Message #
Days
after cart
filled Message Offer
A 1 Courtesy reminder – you still have
items in your shopping cart
None
B 3 Important notice – we have reserved
these items for you
None
C 5 Special offer Free tote
with offer
Note that if they place an order during this sequence of emails, they don’t receive the
2nd or 3rd email

5. Email Examples

6. 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
Results: Email Series
• Conversion rate is just as high on the first email as it is on the last
email – without an offer

7. Results: Compared to Promotional Emails
• These relevant and timely emails had significant results!
Abandoned
Cart Emails
All
Promotional
Emails
Comparison
Open Rate 37% 8% 4.6x
Click-to-open 41% 14% 2.9x
Conversion rate 20% 5% 4.0x
Sales/email $7.46 $.08 97x

8. Relative Volume
Abandon Cart
Emails
0.3%
Promotional
Emails
99.7%
Cart vs. Broadcast Emails
Relative Sales
Abandon Cart
Emails
18.6%
Promotional
Emails
81.4%
High % of sales relative to volume

9. In Summary…
Lessons learned
• Add in other abandons, not just those triggered by email
• Added an opt-out flag for abandoned carts only
• Don’t say “we’re going to empty your cart!”
Potential improvements
• List products in the email with thumbnails
• Test offers ($ off, % off, different free gift)
• Test timing of offers
Key takeaways
• Significant revenue can be generated from abandoned cart emails
• 4x conversion rate and 100x $ per email than promotional emails