Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Retail Email Marketing Strategies
that Drive Repeat Purchases &
Increase Revenue
@Silverpop
Big Idea Session
Shop.org – Oc...
Today’sAgenda
2
Loren McDonald
VP, Industry Relations
Silverpop
lmcdonald@silverpop.com
@LorenMcDonald
Set Up
6 IdeasQ & A
3
My Guarantee:
At least 1 idea you can take back to
the office and turn it into increased
revenue.
Repeat/loyal customers begin with the first purchase…
First
Purchase
Repeat
Loyalty
/High LCV
4
…This works, but is not the answer …
SmartPak: Broadcast vs. Automated Emails
65%
35%
Revenue
84%
16%
Volume
Promotional
Automated
70 unique
transactional and
...
Today’s
Keys
Behavior
Automation
Real-Time
Data/Content
Integrations
Delight/Add
Value
Idea #1:
Evolve “Welcome” to “Onboarding” Program
@LorenMcDonald
@Silverpop
Welcome Progression – But still generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3...
Retailer
Women Men Home
Email Sign-
Up
Welcome
Email 1
Shoe
Offer
Beauty
Browse
Generic
Content
Ooops
Email Sign-
Up
Onboarding
Email 1
Onboarding
Email 2
Onboarding
Email 3
Onboarding
Email 4
Or you try to convert them on “...
Idea #2:
Move BeyondCart Abandonment to Browse
Remarketing
@LorenMcDonald
@Silverpop
Browse – Sniffing Around
Browse / Process Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders...
UncommonGoods - Browse Retargeting Program
A customer views one of him” category …
Their page view gets logged in Silverpo...
Browse Retargeting Program
An automated program is keyed off of the Web Tracking table …
Browse
Retargeting
Email
2.2%
Conversion
rate
SmartPak Browse Program
• 37.6% Open Rate
• 7.35%CTR
• $0.44 Rev/Email – 4X broadcast
Idea #3.
Take your cart abandonment program up a notch
@LorenMcDonald
@Silverpop
21
Cart:
2.0
Real-time
Recommendations
/ Reviews
Series
Content/
“Human”
22
Real-time remarketing campaigns, where
the email was sent immediately following
the abandon, generated 105% more
revenu...
SmartPak: Abandon Cart w/ Recommendations
• 38.5% open rate
• 10.15% CTR
• 50% conversion
rate
• $4.80
revenue/email
Dynam...
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%
C...
• Aaron -
Real person
• Service
tone
• 50%
conversion
rate
“Human”Cart
abandonment
Idea #4.
Reminders and Replenishment Programs
@LorenMcDonald
@SIlverpop
“Important
Dates” Reminder
Email
27
Your dates trigger an email…
28
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CT...
Out of Stock = Sku Notify Emails …
Sku
Notify
Emails
23.9%
Conversion
Rate
Replenishment
Goal: Increase sales of repeat
purchases
Timing: Based on a
calculation of when product
will run out
Results...
Idea #5.
Post-PurchaseTouches
@LorenMcDonald
@Silverpop
Order Confirmation, Shipped
2.4%
conversion rate
Purchase Cross-Sell
Goal: Increase sales by
marketing a relevant product
to customers
- Targeted customers based on
previo...
How-to video
Idea #6.
RewardYour Best Customers
@LorenMcDonald
@Silverpop
evo - Best Customers: R1F1M1
37
Recency
(Top Quartile)
Monetary
Value
(Top
Quartile)
Frequency
(Top
Quartile)
Surprise and...
Triggered 7 days after a frequent customer has spent a
grand total of $650 in their lifetime.
Best Customers: R1F1M1
Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code
good for $50 off your next pu...
Thanks!
What idea are you taking back to
the office?
A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of...
Selected Silverpop Retail/EcommerceClients
Silverpop
Retail
Partner
Ecosystem
Download the “Print MoneyToday”Whitepaper
http://www.silverpop.com/marketing-resources/white-papers/all/2013/emails-
marke...
Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silv...
Retail email marketing strategies increase revenue shop.org 2013 silverpop
Upcoming SlideShare
Loading in …5
×

Retail email marketing strategies increase revenue shop.org 2013 silverpop

3,565 views

Published on

For today's retailers, the key to digital marketing success lies in converting more potential buyers earlier in the relationship and then leveraging behavioral data and automation to drive increased loyalty and repeat purchases. Sound like too much to fit into one shopping bag? In this session, Loren McDonald, Vice President of Industry Relations with Silverpop, will help you sort it all out, offering tips and techniques designed to convert more browsers into buyers and keep them coming back for more.

Published in: Business, Technology
  • Be the first to comment

Retail email marketing strategies increase revenue shop.org 2013 silverpop

  1. 1. Retail Email Marketing Strategies that Drive Repeat Purchases & Increase Revenue @Silverpop Big Idea Session Shop.org – Oct 2, 2013 1
  2. 2. Today’sAgenda 2 Loren McDonald VP, Industry Relations Silverpop lmcdonald@silverpop.com @LorenMcDonald Set Up 6 IdeasQ & A
  3. 3. 3 My Guarantee: At least 1 idea you can take back to the office and turn it into increased revenue.
  4. 4. Repeat/loyal customers begin with the first purchase… First Purchase Repeat Loyalty /High LCV 4
  5. 5. …This works, but is not the answer …
  6. 6. SmartPak: Broadcast vs. Automated Emails 65% 35% Revenue 84% 16% Volume Promotional Automated 70 unique transactional and lifecycle emails/day, 10+ promotional emails per month 28 automated programs in place
  7. 7. Today’s Keys Behavior Automation Real-Time Data/Content Integrations Delight/Add Value
  8. 8. Idea #1: Evolve “Welcome” to “Onboarding” Program @LorenMcDonald @Silverpop
  9. 9. Welcome Progression – But still generic … Immediate 3-7 days 7-14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-part series
  10. 10. Retailer Women Men Home Email Sign- Up Welcome Email 1 Shoe Offer Beauty Browse Generic Content Ooops
  11. 11. Email Sign- Up Onboarding Email 1 Onboarding Email 2 Onboarding Email 3 Onboarding Email 4 Or you try to convert them on “Home” items Follow on social Includes current Home products offer w/ recommendation Includes gender based offers Includes current location-based content Using Web Tracking – marry browse behavior to email address
  12. 12. Idea #2: Move BeyondCart Abandonment to Browse Remarketing @LorenMcDonald @Silverpop
  13. 13. Browse – Sniffing Around
  14. 14. Browse / Process Abandonment: Showing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
  15. 15. UncommonGoods - Browse Retargeting Program A customer views one of him” category … Their page view gets logged in Silverpop’s Web Tracking table …
  16. 16. Browse Retargeting Program An automated program is keyed off of the Web Tracking table …
  17. 17. Browse Retargeting Email 2.2% Conversion rate
  18. 18. SmartPak Browse Program • 37.6% Open Rate • 7.35%CTR • $0.44 Rev/Email – 4X broadcast
  19. 19. Idea #3. Take your cart abandonment program up a notch @LorenMcDonald @Silverpop
  20. 20. 21 Cart: 2.0 Real-time Recommendations / Reviews Series Content/ “Human”
  21. 21. 22 Real-time remarketing campaigns, where the email was sent immediately following the abandon, generated 105% more revenue than the same email sent only 24 hours later. Source: SeeWhy
  22. 22. SmartPak: Abandon Cart w/ Recommendations • 38.5% open rate • 10.15% CTR • 50% conversion rate • $4.80 revenue/email Dynamic product recommendations
  23. 23. 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 DEMCO – Impact of Using a Series of Emails
  24. 24. • Aaron - Real person • Service tone • 50% conversion rate “Human”Cart abandonment
  25. 25. Idea #4. Reminders and Replenishment Programs @LorenMcDonald @SIlverpop
  26. 26. “Important Dates” Reminder Email 27
  27. 27. Your dates trigger an email… 28 21 days before occasion Personalized with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email
  28. 28. Out of Stock = Sku Notify Emails …
  29. 29. Sku Notify Emails 23.9% Conversion Rate
  30. 30. Replenishment Goal: Increase sales of repeat purchases Timing: Based on a calculation of when product will run out Results: - 29.4% Open Rate - 3.76% CTR - $0.42 Rev/Email - 9.36% Conversion Rate
  31. 31. Idea #5. Post-PurchaseTouches @LorenMcDonald @Silverpop
  32. 32. Order Confirmation, Shipped 2.4% conversion rate
  33. 33. Purchase Cross-Sell Goal: Increase sales by marketing a relevant product to customers - Targeted customers based on previous purchases Results: - 19.41% Open Rate - 4.31% CTR - $0.58 Rev/Email - 12.5% Conversion Rate Subject Line: “Stop Sore Feet in their Tracks”
  34. 34. How-to video
  35. 35. Idea #6. RewardYour Best Customers @LorenMcDonald @Silverpop
  36. 36. evo - Best Customers: R1F1M1 37 Recency (Top Quartile) Monetary Value (Top Quartile) Frequency (Top Quartile) Surprise and Delight
  37. 37. Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime. Best Customers: R1F1M1
  38. 38. Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com. How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order. Here is your code: %%50 Dollar Code%% We appreciate you shopping with us and hope to see you again soon! With love, evo
  39. 39. Thanks! What idea are you taking back to the office?
  40. 40. A unified, behavioral-driven platform that lets marketers incorporate every imaginable customer touch point, regardless of system or vendor, into a single view that drives individualized, real-time content through the most appropriate channel.
  41. 41. Selected Silverpop Retail/EcommerceClients
  42. 42. Silverpop Retail Partner Ecosystem
  43. 43. Download the “Print MoneyToday”Whitepaper http://www.silverpop.com/marketing-resources/white-papers/all/2013/emails- marketers-should-automate/
  44. 44. Interested In Learning More? silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop

×