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Email Remarketing – Cart
Abandonment and Beyond
Webtrends European Client Summit
London
November 2013
Are you leveraging Web site
and purchase behavior?
Are you marketing in real time?
Are you speaking to customers and
prospects at a 1 to 1 level?
Are you incorporating content,
education, personality and white space?
Let’s take it up a level.
• Real Time Cart Abandonment
• Site Visits Behavior
• Search Behavior
Webtrends Streams
Using our Webtrends Behaviors you ...
Definition &
Opportunity

Agenda
Q&A

Email
Remarketing
2.0
Remarketing: Definition and Opportunity
Today’s Definition: Email Remarketing
1.

Customer or prospect behavior demonstrates
some level of purchase intent or inte...
To know a person … watch
what they do, not what
they say.
Danny Santagato
Basket
Site
Search

Browse

Email
Remarketing
Examples
Process

Calculator

Form
Shopping Cart – Close to jumping in …
Basket abandonment is a HUGE challenge
Up to 70% of Shopping Carts are Abandoned before Checkout

―60–70%‖
— Multiple Sour...
up to

50%

conversion.

Following up with abandoners by email yields
Sample: Basket vs Broadcast Emails
High % of sales relative to volume
Relative Volume
Abandon Cart
Emails
0.3%

Promotiona...
Browse, Form, Process – Sniffing Around
Browse Retargeting Program
Browse Retargeting Program
Browse Retargeting Email
2.2% conv. rate vs
1.6% for Broadcast
emails
Browse Retargeting Emails
UncommonGoods now has 8 of these - Kids

…and Office
Email Remarketing: A Huge Revenue Opportunity

Browse & Process
Abandonment
- High volume
- Lower conversion

Cart Abandon...
Email Remarketing 2.0:
Key Elements
Product Info/
Recommendations

Content

/ Reviews

Series

Speed –
Real-time

Segmentation

Remarketing
2.0

Other Remarke...
1. Speed / Real Time
Speed matters. The longer you wait, the greater
chance the prospect has purchased from a
competitor.
Webtrends Streams beta client
saw 55% conversion increase moving real-time
from 1 hour after abandonment.
Results –Phase 1 (24 Hrs) and 2 (real-time)
Phase 1

Phase 2

Lift

Open Rate

17.50%

20.25%

16%

Click-through Rate

9....
Some potential exceptions …
Travel – pricing
changes

B2B Ecommerce –
Purchase Orders

Financial Services
- Culture
2. Develop a series
DEMCO Cart Remarketing Series

Cart Email A
Day 1

Cart Email B
Day 3

Cart Email C
Day 5

AVERAGE

Open Rate

40%

39%

3...
3. Add recommendations, reviews
The results:
•

38.5% open rate

•

10.15% CTR

•

50% conversion rate

•

$4.80 revenue/email

Recommendations
Reviews

D...
4. Humanize and test content
“Human” Cart
abandonment
• Aaron Real person
• Service
tone
• 50%
conversion
rate
Contextual – Know your customer
Helpful Content for Browse Remarketing
Use offers and incentives carefully
Use later in series
Test impact/need

Think beyond discounts
Deadline/Sense of Urgency
• Shipping options
• Return policies
• Gift cards

Just a reminder – while you were doing your holiday Shopping Bag.
You l...
5. Segmentation
Sample remarketing segmentation

Customers who
purchased less
than X£

Customers with a
lifetime value
greater than X£
6. Other Remarketing Triggers
Abandon Wishlist
+ Encourage subscribers to update their
SmartPak wish list and/or share with
friends
+ 36% Open rate
+ 2%...
Wizard / Calculator Abandonment

Thank You!
Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer
receives their
results but
does not add
items to ca...
Get creative – think beyond “recency”
“Only 100 items left”
“Price is going up”
“Sold out … recommend..”

“Cart is about t...
Don’t try to be perfect …
Focus on “starting” – not “Best” practices
Remarketing is HUGE!
About Loren
Loren McDonald
VP, Industry Relations
Silverpop
Role: Educate clients and prospects on best practices and
emer...
THE ENGAGE PLATFORM
Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silv...
Email remarketing cart browse abandonment webtrends uk silverpop
Email remarketing cart browse abandonment webtrends uk silverpop
Email remarketing cart browse abandonment webtrends uk silverpop
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Email remarketing cart browse abandonment webtrends uk silverpop

  1. 1. Email Remarketing – Cart Abandonment and Beyond Webtrends European Client Summit London November 2013
  2. 2. Are you leveraging Web site and purchase behavior?
  3. 3. Are you marketing in real time?
  4. 4. Are you speaking to customers and prospects at a 1 to 1 level?
  5. 5. Are you incorporating content, education, personality and white space?
  6. 6. Let’s take it up a level.
  7. 7. • Real Time Cart Abandonment • Site Visits Behavior • Search Behavior Webtrends Streams Using our Webtrends Behaviors you can now capture your visitor’s individual web, purchase and shopping cart behaviors and send appropriate follow up messages that drive higher conversions.
  8. 8. Definition & Opportunity Agenda Q&A Email Remarketing 2.0
  9. 9. Remarketing: Definition and Opportunity
  10. 10. Today’s Definition: Email Remarketing 1. Customer or prospect behavior demonstrates some level of purchase intent or interest. 2. Marketer responds with an email or series encouraging purchase or movement to the next buyer stage.
  11. 11. To know a person … watch what they do, not what they say. Danny Santagato
  12. 12. Basket Site Search Browse Email Remarketing Examples Process Calculator Form
  13. 13. Shopping Cart – Close to jumping in …
  14. 14. Basket abandonment is a HUGE challenge Up to 70% of Shopping Carts are Abandoned before Checkout ―60–70%‖ — Multiple Sources 17
  15. 15. up to 50% conversion. Following up with abandoners by email yields
  16. 16. Sample: Basket vs Broadcast Emails High % of sales relative to volume Relative Volume Abandon Cart Emails 0.3% Promotional Emails 99.7% Relative Sales Abandon Cart Emails 18.6% Promotional Emails 81.4% Revenue as a % is 62 X volume
  17. 17. Browse, Form, Process – Sniffing Around
  18. 18. Browse Retargeting Program
  19. 19. Browse Retargeting Program
  20. 20. Browse Retargeting Email 2.2% conv. rate vs 1.6% for Broadcast emails
  21. 21. Browse Retargeting Emails UncommonGoods now has 8 of these - Kids …and Office
  22. 22. Email Remarketing: A Huge Revenue Opportunity Browse & Process Abandonment - High volume - Lower conversion Cart Abandonment - Low volume - High conversion Conversion
  23. 23. Email Remarketing 2.0: Key Elements
  24. 24. Product Info/ Recommendations Content / Reviews Series Speed – Real-time Segmentation Remarketing 2.0 Other Remarketing Triggers
  25. 25. 1. Speed / Real Time
  26. 26. Speed matters. The longer you wait, the greater chance the prospect has purchased from a competitor.
  27. 27. Webtrends Streams beta client saw 55% conversion increase moving real-time from 1 hour after abandonment.
  28. 28. Results –Phase 1 (24 Hrs) and 2 (real-time) Phase 1 Phase 2 Lift Open Rate 17.50% 20.25% 16% Click-through Rate 9.02% 12.80% 42% Conversion Rate 12.65% 15.31% 21%
  29. 29. Some potential exceptions … Travel – pricing changes B2B Ecommerce – Purchase Orders Financial Services - Culture
  30. 30. 2. Develop a series
  31. 31. DEMCO Cart Remarketing Series 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
  32. 32. 3. Add recommendations, reviews
  33. 33. The results: • 38.5% open rate • 10.15% CTR • 50% conversion rate • $4.80 revenue/email Recommendations Reviews Dynamic product recommendations
  34. 34. 4. Humanize and test content
  35. 35. “Human” Cart abandonment • Aaron Real person • Service tone • 50% conversion rate
  36. 36. Contextual – Know your customer
  37. 37. Helpful Content for Browse Remarketing
  38. 38. Use offers and incentives carefully Use later in series Test impact/need Think beyond discounts
  39. 39. Deadline/Sense of Urgency
  40. 40. • Shipping options • Return policies • Gift cards Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now? Add holiday theme and content.
  41. 41. 5. Segmentation
  42. 42. Sample remarketing segmentation Customers who purchased less than X£ Customers with a lifetime value greater than X£
  43. 43. 6. Other Remarketing Triggers
  44. 44. Abandon Wishlist + Encourage subscribers to update their SmartPak wish list and/or share with friends + 36% Open rate + 2% CTR + $0.73 Rev/Email
  45. 45. Wizard / Calculator Abandonment Thank You!
  46. 46. 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
  47. 47. Get creative – think beyond “recency” “Only 100 items left” “Price is going up” “Sold out … recommend..” “Cart is about to expire …”
  48. 48. Don’t try to be perfect …
  49. 49. Focus on “starting” – not “Best” practices
  50. 50. Remarketing is HUGE!
  51. 51. About Loren Loren McDonald VP, Industry Relations Silverpop Role: Educate clients and prospects on best practices and emerging trends in email marketing and marketing automation. @LorenMcDonald G+: Loren McDonald Email Insider columnist Experience: 29 years of experience in marketing, consulting and strategic planning. • Written more than 500 articles and blog posts • Speaker/presenter at more than 200 conferences & Webinars Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS, NetStruxr and Arthur Andersen.
  52. 52. THE ENGAGE PLATFORM
  53. 53. Interested In Learning More? silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop

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