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Retailer emails to automate silverpop


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Retailer emails to automate silverpop

  1. 1. 10 Retail Emails to Automate January 2013
  2. 2. Following are 10 emails/programs that retailers should automate and consider adding to their email marketing program.Why? Recipients love them or they provide value to them; they typically deliver high conversion rates; and sincethey are automated – they deliver revenue for you every day while you focus on other parts of your program. What are your waiting for, get started! 2
  3. 3. 1. Welcome / Onboarding 10. Re- 2. Browse engagement Abandonment9. Purchase 3. CartAnniversary Abandonment Contents 4.8. Cross Sell Recommendation 7. Replenishment 5. Product Review / Reminder Request 6. Happy Birthday 3
  4. 4. 1. Welcome / Onboarding
  5. 5. Welcome / Onboarding Emails: Playbook• What: Email or series of emails triggered upon opt-in.• When: Immediately upon opt-in and follow-on emails over a period of days or weeks.• Why: Controlled initial experience; educates new subscriber on brand and email benefits; can lead to immediate conversion, reduces inactivity.• Best Practices: – Send within minutes of opt-in – Create a series of emails – often 2-4 emails, each designed with a specific objective – Better yet, create on onboarding series that is unique to each subscriber – with personalized content and offers based on pre-opt-in behavior and preferences/profile data. 5
  6. 6. Within two months ofopt-in, the open rate typically falls 20% to 25%. Source: MarketingSherpa
  7. 7. 1/3 of U.S. largest retailers Send zero welcome emailsSource: Silverpop study of the Internet Retailer 500
  8. 8. Single Email Welcome Email Series
  9. 9. 35 X 2.5 XBroadcast BroadcastRevenue Revenue
  10. 10. Move to onboarding basedon behavior/preferences…
  11. 11. Web Tracking Behavior?
  12. 12. MintWelcome 13
  13. 13. Mint Activation 1Users who have not added their banks after 7 days 14
  14. 14. Mint Activation 2Users who have not added their banks after 14 days 15
  15. 15. Mint Mobile Welcome New Mint users from mobile channel 16
  16. 16. Additional Resources• The Welcome Email Is Dead! – article• Aloha Welcome Email & Unsubscribe Best Practices – Webinar presentation• Engage New Subscribers with a Welcome Email Program – article• Using Welcome Emails to Drive Increased Engagement and ROI - presentation 17
  17. 17. 2. Browse Behavior
  18. 18. Browse Behavior-Based Emails: Playbook• What: Emails that are triggered based on a customer or prospect abandoning a Web page(s), form/calculator or process.• When: Immediately or shortly after abandonment and then over days and weeks as part of a series.• Why: To capture sales over time from a prospect that showed interest, but didn’t convert. Higher in the conversion funnel than cart abandonment, the opportunity is also significantly larger.• Best Practices: – Focus on a few or core Web pages that are drivers of conversion activity or have high conversion rates. – Since prospects are earlier in the buying process, focus on nurturing and education that leads them closer to a purchase. – Use videos, calculators, product reviews and employee/customer stories to educate prospects and help them make a purchase decision. 19
  19. 19. Browse Abandonment: Expressing Interest Sent Delivered Opened Clicked Product Views Cart Additions Checkouts Orders Revenue Units
  20. 20. Browse Behavior • 37.6% Open Rate • 7.35% CTR • $0.44 Rev/Email
  21. 21. Browse Behavior
  22. 22. Browse Behavior
  23. 23. Browse Behavior
  24. 24. Additional Resources• Beyond the Cart: 5 Process Abandonment Messages to Implement – blog post• How to Turn Cart and Process Abandonment Scenarios into Revenue – white paper 25
  25. 25. 3. Cart Abandonment
  26. 26. Cart Abandonment Remarketing Emails: Playbook• What: Series of emails triggered after a customer abandons their shopping cart.• When: Within an hour or so – or 24 hours maximum – after abandonment, followed by 2-3 emails over several days.• Why: Abandonment is a huge challenge for retailers, however, remarketing can recapture a sizable percentage; cart remarketing has a very high conversation rate – typically from 10%-50%• Best Practices: – Send initial email within an hour if possible/24 hours maximum – Create a series of several emails – Hold off on discounts and incentives until the final email(s) – Include a direct link to the cart – Include product description, reviews – Incorporate personality and a reassuring tone and approach. 27
  27. 27. 87% of consumers abandon carts …75% say they will return to complete the purchase. Source: Amaze/University of Glasgow
  28. 28. Abandoned Carts, Lost RevenueUp to 70% of Shopping Carts are Abandoned before Checkout ―60–70%‖ — Multiple Sources 29
  29. 29. Following up with abandoners by email yieldsup to 50% conversion.
  30. 30. Issues to Consider Abandon Type Copy / Style Timing Single or Design Email Series Product Discounts / Inclusion Incentives
  31. 31. Sample Cart Abandonment Types Recency Price Cart Change Expiration Product Availability
  32. 32. Timing Factors• Immediate• 24 hours• 3-5 days, 1 week• Factors/Issues: – Product type (e.g., travel) – Feed timing – Did they purchase after abandoning?
  33. 33. Develop Creative Strategy (DEMCO) Started with a 3-step messaging approach… DaysMessage after Message Offer # cart filled A 1 Courtesy reminder – you still have None items in your shopping cart B 3 Important notice – we have reserved None these items for you C 5 Special offer Free tote with offer
  34. 34. Message A – 1 day after
  35. 35. Message B – 3 days after
  36. 36. Message C – 5 days after
  37. 37. DEMCO Results Conversion rate is just as high on the first email as it is on the last email – without an offer Cart Email A Cart Email B Cart Email C Day 1 Day 3 Day 5 AVERAGEOpen 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
  38. 38. 2-Part Series: Tafford Uniforms
  39. 39. Did You ForgetSomething?
  40. 40. A Special Offer ToReturn To Tafford
  41. 41. Annualized Abandoned Cart Indexed Results…
  42. 42. Use Promotions, but with care• Promotions will generate lift, and incremental profit• Best practice is to promote on the last of your sequence Conversion Cumulative • Capture maximum margin per stage conversion • Avoid training the customer to expect a promotion Stage Conversion Open Rate Revenue / email 1: Real time 22% 70% $11 2: 24 hours 7% 65% $4 Lift 3: 7 days 6% 60% $3 1 2 3 Total 35% Average 65% Average $6 Unsubscribe rate Source: SeeWhy
  43. 43. Simple Promotion – Save 15%
  44. 44. Subtle, helpful
  45. 45. • Service tone• Human• Multiplechannel options• Reassurance• 50%conversion
  46. 46. From a human
  47. 47. Multiple “reminders”
  48. 48. Additional Resources• Recover Abandoned Shopping Carts with Email –blog post• Using Email To Remarket To Customers – article• Beyond the Cart: 5 Process Abandonment Messages to Implement –blog• Do You Still Have Abandonment Issues – article• Cart Abandonment: Actually, Its A Good Thing – article• DEMCO Abandoned-Cart Emails Kicking Patooty –Magill Report• Beyond the Cart: 5 Process Abandonment Messages to Implement – blog How to Turn Cart and Process Abandonment Scenarios into Revenue – white paper• Cart Abandonment: Zero to Sixty in 45 Days - presentation• Everything You Wanted to Know for Cart Abandonment Email Remarketing Success - presentation• Cart Abandonment Email Best Practices – presentation• Cart Abandonment Email Best Practices – presentation• The 5 Best Techniques for Recovering Abandoned Shopping Carts with Email and Social Media – Webinar presentation 49
  49. 49. 4. Recommendation Emails
  50. 50. Recommendation Emails: Playbook• What: Emails that are triggered after a purchase recommending additional items based either on related products; products often purchased with the original item; or by like purchasers.• When: In order confirmation emails; shortly after a recent purchase; in cart and browse abandonment emails; etc.• Why: To capture additional/follow sales from an already engaged customer or prospect; often high conversion rates; incremental revenue.• Best Practices: – Test timing on follow-on recommendation emails. – Optimize business rules for highest converting products and categories – Test amount of product information to include; whether to include product pricing; and how many products to show – Test incorporating recommendations in various types of automated emails to see what impact they have on conversions and negative impact on the primary CTA. 51
  51. 51. Amazon Recommendation Email
  52. 52. Recommendations
  53. 53. Order Confirmation Recommendations Recommend accessory items or complementary items for each product in cart
  54. 54. Review Posted: Recommendations Recommendations based on segmentation
  55. 55. SmartPak: Abandon Cart w/ RecommendationsThe results:• 38.5% open rate• 10.15% CTR Dynamic product recommendations• 50% conversion rate• $4.80 revenue/email
  56. 56. 5. Product Review Request / Post Notification 57
  57. 57. Product Review Request Emails: Playbook• What: Emails sent after a purchase requesting the purchaser write a product review; follow-on email thanking the customer for posting a review.• When: Varies based on product type/category – but typically a minimum of a few weeks following customer’s receipt of the product.• Why: 1) Main driver/source of product reviews; 2) Which drivers additional conversions; 3) Email touches lead to additional follow-on purchases.• Best Practices: – Test impact of timing of emails on number of review postings – Include product photos, description and link directly to the review page – Make it as easy as possible to contribute a review or rating – Use personality; speak to the importance/value of reviews, consider an incentive. – Send reminders; also send “Your review has been posted” thank you emails. 58
  58. 58. SmartPak Post-Purchase Review • Launched home-grown product review tool in early 2006 – Gathered 5,000 customer reviews • Use Bazaarvoice (launched January 2009) to handle customer reviews • Sent generic broadcast email to customers to review products they have purchased • Launched a daily triggered email to review first time ordered products post-purchase – Currently have over 80,000 product reviews “Customer input gives shoppers the confidence to buy, increasing sales, conversion, average order value, and more.” Source: Bazaarvoice
  59. 59. TaffordReviewRequest
  60. 60. S&S Worldwide Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.
  61. 61. Products Review Notification12% of thoseclicking on thisemail go directly tomake anotherpurchase.
  62. 62. Review Posted: Recommendations ReviewIncentive Recommendations based on segmentation
  63. 63. Additional Resources• How To Attract Customer Reviews• Post-purchase email helps SmartPak gain a 6X increase in review volume 64
  64. 64. 6. Happy Birthday Email Programs
  65. 65. Happy Birthday Emails: Playbook• What: Emails distributed to a customer on or near their birthday.• When: Varies from first day of recipient’s birthday to day of birthday and everything in between; Also, post birthday.• Why: If you have birthday data, these are easy to set up and provide high ROI for the level of effort (LOE).• Best Practices: – Capture birthdate data at every key touch point – Have fun with your creative – don’t be boring – Consider including a birthday incentive to increase conversions – Create a series of emails that are automated based on whether the birthday recipient opens, clicks or converts off of the initial and ensuing emails – As part of the above series, send reminders before your birthday offer expires. 66
  66. 66. 1. Everyone has a birthday!
  67. 67. 2. They get results!
  68. 68. Sample Birthday Campaign Indexed Results…
  69. 69. Sample Birthday ROI Calculation
  70. 70. Collect Birth Date Everywhere Preference center Welcome emails Call center, in-store cards Standalone emails / Surveys Social media
  71. 71. Initial Birthday Email Delivery Options On the birthday itself In the birthday week Within a few weeks of the birthday At the start of the birthday month Well in advance of birthday
  72. 72. Silverpop Survey: 75% send on birthday or up to a week before
  73. 73. Results• 52% Open Rate• 13.8% CTR• 10% higherconversion rate thantheir broadcast emails
  74. 74.  Unique copy for each month Famous birthdays 35 days
  75. 75. Standard Retail Incentive
  76. 76. Don’t stop with a single birthday email … create a behavior-based series … 77
  77. 77. Survey: 77% send one email; 23% 2 or more
  78. 78. Birthday Follow On Emails Share Convert Request Birthday Open/Click Incentive No Action Reminder
  79. 79. How about 2-3 more emails? e.g., March 16, 30 & April 20**Received March 1 for March 16 birthday
  80. 80. Additional Resources• Birthday Blueprint – Guide to Building World-Class Birthday Email Programs – white paper/guide• Birthday Emails - Samples and Analysis – presentation• Saying Happy Birthday –How to Build a Top Tier Birthday Email Program that Delights and Drives Revenue – Webinar slides 81
  81. 81. 7. Replenishment / Reminders / Reorder
  82. 82. Replenishment / Reminder Emails: Playbook• What: Emails distributed to a customer reminding them to make a gift purchase or re-purchase of an previously purchased.• When: Typically on or around the estimated time period of when the product will run our or need replacement; or on a user determined reminder date.• Why: Makes it easy for customers to make a repeat purchase of an item they like; often high conversion rates.• Best Practices: – Include link to product page or shopping cart – Include product photos and pricing – Test including last purchase date – Incorporate cross-sell and recommended products – Test impact/need for incentives. 83
  83. 83. Reorder
  84. 84. ReplenishmentGoal: Increase sales of repeatpurchasesTiming: Based on a calculation ofwhen product will run outResults:- 29.4% Open Rate- 3.56% CTR- $0.41 Rev/Email- 9.56% Conversion Rate
  85. 85. Autoship Reminder Email • Reminds customer of upcoming SmartPaks order • Allows customer time to make changes before order is processed The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate
  86. 86. Important Dates Reminder Email
  87. 87. Your dates trigger an email… 21 days before occasion Personalized with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email
  88. 88. 8. Cross Sell / Upsell
  89. 89. Cross Sell / Upsell Emails: Playbook• What: Emails designed to cross- or upsell a customer based on an existing/previous purchase.• When: In post transaction emails and an appropriate time period following a purchase.• Why: Moves customers to higher value, repeat customers – higher conversion rates from satisfied customers; incremental reveune.• Best Practices: – Target customers based on specific past purchases and likely needs – Test inclusion of previous product purchase photo – Incorporate customer reviews and recommendations – Test need for incentives 90
  90. 90. Purchase Cross-SellGoal: Increase sales by Subject Line: “Stop Sore Feet in their Tracks”marketing a relevantproduct to customers- Targeted customers witha particular need- Reused previous creativeResults:- 19.41% Open Rate- 4.31% CTR- $0.58 Rev/Email- 12.5% Conversion Rate
  91. 91. Purchase Cross-SellGoal: Increase supplies sales of Subject Line: “You Might Like the Backsupplement buyers by marketing on Track Saddle Pad”a relevant product to themResults:- 26.59% Open Rate- 6.73% CTR- $0.23 Rev/Email- 2.6% Conversion Rate
  92. 92. SmartPaks Upsell Emails • Customers suppressed from promotional marketing stream to keep them focused on the most important product purchase • Program checks before each mailing to determine if they purchased a SmartPak or not. If yes, removed from program and placed back in promotional marketing stream – If no, get next mailing in line on specified scheduled date
  93. 93. SmartPaks Upsell Emails
  94. 94. 9. Purchase Anniversary
  95. 95. Purchase Anniversary Emails: Playbook• What: Emails distributed to a customer on/near the anniversary of a purchase.• When: Typically on or just prior to the one-year anniversary of a purchase; plus any follow-on emails; can also be other appropriate anniversary time frame.• Why: Makes it easy for customers to make a repeat purchase of an item they like; anniversary timing adds some cache’; “reminder revenue”.• Best Practices: – Include link to previously purchased product (as appropriate) – Use personality, consider it like a birthday email (as appropriate) – Test impact/necessity of using incentives – Incorporate cross-sell and recommended products – Promote secondary CTAs, including “Update Preferences.” 96
  96. 96. Purchase Anniversary 15% higher conversion rate than average from broadcast messages
  97. 97. Purchase Anniversary + Reorder
  98. 98. 10. Reengagement of Inactive Subscribers#SPOPWebinar
  99. 99. Reengagement / Inactives Emails: Playbook• What: Email program designed to “re-activate” unengaged subscribers.• When: Best approach is right after a pre-determined period of inactivity.• Why: Inactives, typically 40+% of a retailer’s database, reduce ROI, potentially deliverability and are a significant lost revenue opportunity.• Best Practices: – Determine timeframe of inactivity when most subscribers never re-engage – for many retailers this is about 3 months – Using a database query and marketing automation, move these inactive subscribers into a special “early activation” or reactivation program – Treat differently those who don’t re-engage after activation program. – Remove long-term inactives typically only if you have deliverability issues. 100
  100. 100. “Inactives” are about human behavior… not deliverability.
  101. 101. Typical Actives vs. Inactives Ratio
  102. 102. Hypothetical Lost Revenue Recapture Opportunity Actives Inactives # Subscribers 250,000 200,000 Average Revenue Per $0.12 Email Delivered 4 X week X 53 weeks $6.4M ~ 212 emails Potential Lost Revenue $5.1M
  103. 103. Inactives Action Plan
  104. 104. Inactives Action Plan Root Causes Define & Minimize Segment Automate Reactivate
  105. 105. Why Recipients Go Inactive Never fully engaged - just wanted the incentive Interests / needs have changed Content did not meet expectations Emails are being routed to junk folder You send too often for their taste You send un-personalized, irrelevant emails Long sales/purchase cycle Inability to update email address / change preferences
  106. 106. Determine Root Causes Are certain acquisition sources producing a higher rate of inactives? Has increased frequency numbed them? Is your email program stale and boring? Are you attracting the right audience? Are you delivering against expectations? Do you have deliverability issues?
  107. 107. Analyze… By list source Age on file Customer segment/profile Subscriber survey responses Creative test results Response by message type/frequency changes
  108. 108. Defining Inactives – Sample Parameters Email activity (opens & clicks) Time on list Purchase/Conversion activity Web site/Other channel activity Sales/Purchase cycles/Seasonality Customer value/Ideal profile
  109. 109. Typical Reactivation Rate: 1%-2% High Performers: 10%+
  110. 110. Standard Re-engagement Series - Incentives
  111. 111. Re-engagement Series Results• Performs poorly (not unexpected) – 5.8% Open rate – 1.8% click through rate – 1-2 orders per fiscal quarter• Non-responders are removed
  112. 112. Tell us what you want
  113. 113. SmartPak: Reactivation Metrics Metrics Reactivation Other Emails Bounces 3% - 7% 0.57% Open Rates 3% 18% Reactivated 13,000 so far AOV $111.19 $119.09 Avg Rev/Email $0.06 $0.20
  114. 114. Action Plan - Automate
  115. 115. Automate: Activate Early InactivesNew subscribers who don’t open/clickfirst XX messages/X weeksMove these early inactives into“activation” trackSend survey, different offers; best of,diff subject lines, testimonials, etc.
  116. 116. Sample “Month 4” and “Month 7”week Broadcast emails: 3-5 per Program No activity for 3 months – moved to reactivation track Month 4: 1 email per week UpdateSweepstakes Unique Offer New Brands Preferences Month 5-6: Normal 3-5/week Month 7: 1 email per week Promote other What You Are Unique Offer Survey channels Missing
  117. 117. Inactive Email recipient does not open, click or purchase inRe-Engagement 45 days Inactive Re-Engagement Email: Update Profile - 1.1• Goal: Reactivate customers Opens or clicks any email or makes a purchase in 75 before they become inactive days• Results: • Open Rate – 5.6% • CTR – 0.5% Inactive Re-Engagement Email: Pays to be Smart – 1.2 Exits Inactive Re- Enagagement Program Opens or clicks any email or makes a purchase in 90 days Inactive Re-Engagement Email: 10% off Order – 1.3
  118. 118. Inactive Re-Engagement Day 45: “Help Us Day 75: “It Pays to Serve You Better” be Smart” Day 90: “We MissEvaluate for 30 days for activity, move into You! Come Back once a month frequency for 6 months. and Save 10%”
  119. 119. Additional Resources• Inactives Webinar – recording• Inactives Webinar - Presentation• Inactives Client Presentation (US)• Inactives Client Presentation (UK)• Inactive Subscribers: Whats Your Strategy? – blog post• Reactivating Inactives: Three Tips to Get Them Back on Board - article• Unengaged Subscribers Are Costing You – blog post• Re-engage Inactive Subscribers - video 122
  120. 120. Interested In Learning More?