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Triggered Email Marketing
Agenda
• Email Environment/Challenges

• Why Automation and Triggers?

• Types and Examples

• S&S Worldwide Case Study

•...
Email Environment/Challenges
Trends Driving the Need to Change
Channels Are Exploding
Mobile / Small-Screen Devices
Higher Expectations From Consumers




    Irrelevant   vs   Relevant
ISPs: Get Relevant or Get Junked
Free Shipping, 20% Off – “So What”
As a Result, Some Consumers are Tuning Out
Why Automation & Triggers
So…”Batch & Blast” Must be Dead?
Because Hope is Not a Strategy
Broadcast & Triggers Complement
Relevant Emails Rock!




             Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast...
Low Volume/High ROI

 Triggered Emails:

3-5% of email volume
   45% of profits

                Travel Site
Question is not What is the
 optimum frequency?, but
  How do we send more
relevant emails, more often
 but with fewer res...
Types of Triggers / Examples
Triggers Are Based On..

                         Demographics/
                            Dates




     Internal/Extern...
Sample Automation Triggers

              Demographics/
               Preferences




   Post-Purchase          Pre-Purch...
Birthday
Happy Birthday

• 52% Open Rate

• 13.8% CTR

• 10% higher
conversion rate
10% off good
for one month
2009 Birthday Campaign Indexed Results…
Welcome
Welcome - Incentive
Welcome to the Tafford
     Community
Three Reasons You Will
Love Tafford + A Special
         Offer
Personalize Your Tafford
      Experience
2009 Welcome Series Indexed Results…
Behavior
Post-Purchase
Post Purchase – Pre Use
Post Experience – Repeat Purchase
Cross Sell / Upsell



                      Best Practice:
                      Recommend accessory items
              ...
Post-Purchase Review
Purchase Anniversary

                       15% higher conversion
                       rate than average from
         ...
Follow-Ups / Reminders
Recommendations
Fred, A
   Tafford
 Customer
  Special
Survey - Tell
 Thank-You
 Thank You
Us What You
 Offer From
 Offer from
   Tafford
...
Fred, A
   Tafford
 Customer
  Special
Survey - Tell
 Thank-You
Us What You
 Offer From
   Tafford
    Think
Fred, A
   Tafford
 Fred, Rate
  Customer
   Special
 the Tafford
Survey - Tell
 Thank-You
products you
Us What You
 Offer...
Post Purchase Lifecycle Indexed Results




                                     Review doesn‟t
                          ...
Cart Abandonment
   (Recovery)
Average cart
abandonment rate

    60-70%
Following up with
 abandoners by email
        yields


up to   50%   conversion.
Cart Abandonment w/ Discount




                     CTR 350% higher
                  50% higher conversion rate
       ...
Did You
  Forget
Something?
A Special
 Offer To
Return To
 Tafford
2009 Abandoned Cart Indexed Results…
S&S Worldwide Case Study
What we do…
Customers & Associations…
Email: How we got started
Diversified Email Program
Abandon Cart
     Emails
25% conversion on
cart abandoners.


Cart program
account for almost
1/3 of TOTAL
yearly email sa...
Remarketing: After the Order
Order Confirmation
      Series

 Demand from
 Order
 Confirmation
 Series emails
 grew 41.5%
 from 2008 to
 2009.

 Open ...
Keeping your customers engaged
  Feedback        Participation
Product Review Email
                       14% of those
                       who click
                       place ano...
Products Review Notification



12% of those
clicking on this
email go directly
to make another
purchase.
Bridging online & offline behaviors
Catalog Request & Follow-up

Increase
responsiveness
of catalog
shoppers and
profitability of
catalog request
program
Recommendations/Abandon Site Email

Early results:
• 40% open rate
• 57% click to
purchase
conversion
•Earns $2.18 per
ema...
Delivering
the right
message at
the right
time
measures
up!
Take-Aways
• Don‟t be afraid of the unknown or being
  considered too „big brother.‟

• Make the initial time and resource...
Contact Information / Q&A

 • Carolyn Nye
     – Marketing Manager, S&S Worldwide
     – cnye@ssww.com

 •   Loren McDonal...
Resources



• Resource Center
   –   White papers
   –   Webinars
   –   Blogs
   –   Case studies
   –   Newsletters
   ...
Thank You!

  On Twitter: @Silverpop
www.slideshare.net/silverpop
   www.silverpop.com
Triggered Email Marketing
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Triggered Email Marketing

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This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S Worldwide.

Published in: Business, Technology
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Triggered Email Marketing

  1. 1. Triggered Email Marketing
  2. 2. Agenda • Email Environment/Challenges • Why Automation and Triggers? • Types and Examples • S&S Worldwide Case Study • Q&A
  3. 3. Email Environment/Challenges Trends Driving the Need to Change
  4. 4. Channels Are Exploding
  5. 5. Mobile / Small-Screen Devices
  6. 6. Higher Expectations From Consumers Irrelevant vs Relevant
  7. 7. ISPs: Get Relevant or Get Junked
  8. 8. Free Shipping, 20% Off – “So What”
  9. 9. As a Result, Some Consumers are Tuning Out
  10. 10. Why Automation & Triggers
  11. 11. So…”Batch & Blast” Must be Dead?
  12. 12. Because Hope is Not a Strategy
  13. 13. Broadcast & Triggers Complement
  14. 14. Relevant Emails Rock! Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
  15. 15. Low Volume/High ROI Triggered Emails: 3-5% of email volume 45% of profits Travel Site
  16. 16. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?
  17. 17. Types of Triggers / Examples
  18. 18. Triggers Are Based On.. Demographics/ Dates Internal/External Preferences Factors Behavior/Non Behavior
  19. 19. Sample Automation Triggers Demographics/ Preferences Post-Purchase Pre-Purchase Behavior Behavior
  20. 20. Birthday
  21. 21. Happy Birthday • 52% Open Rate • 13.8% CTR • 10% higher conversion rate
  22. 22. 10% off good for one month
  23. 23. 2009 Birthday Campaign Indexed Results…
  24. 24. Welcome
  25. 25. Welcome - Incentive
  26. 26. Welcome to the Tafford Community
  27. 27. Three Reasons You Will Love Tafford + A Special Offer
  28. 28. Personalize Your Tafford Experience
  29. 29. 2009 Welcome Series Indexed Results…
  30. 30. Behavior Post-Purchase
  31. 31. Post Purchase – Pre Use
  32. 32. Post Experience – Repeat Purchase
  33. 33. Cross Sell / Upsell Best Practice: Recommend accessory items or complementary items for each product in cart
  34. 34. Post-Purchase Review
  35. 35. Purchase Anniversary 15% higher conversion rate than average from broadcast messages
  36. 36. Follow-Ups / Reminders
  37. 37. Recommendations
  38. 38. Fred, A Tafford Customer Special Survey - Tell Thank-You Thank You Us What You Offer From Offer from Tafford Think
  39. 39. Fred, A Tafford Customer Special Survey - Tell Thank-You Us What You Offer From Tafford Think
  40. 40. Fred, A Tafford Fred, Rate Customer Special the Tafford Survey - Tell Thank-You products you Us What You Offer From purchased Tafford Think
  41. 41. Post Purchase Lifecycle Indexed Results Review doesn‟t perform well - $/Email but does generate reviews…
  42. 42. Cart Abandonment (Recovery)
  43. 43. Average cart abandonment rate 60-70%
  44. 44. Following up with abandoners by email yields up to 50% conversion.
  45. 45. Cart Abandonment w/ Discount CTR 350% higher 50% higher conversion rate than broadcast
  46. 46. Did You Forget Something?
  47. 47. A Special Offer To Return To Tafford
  48. 48. 2009 Abandoned Cart Indexed Results…
  49. 49. S&S Worldwide Case Study
  50. 50. What we do…
  51. 51. Customers & Associations…
  52. 52. Email: How we got started
  53. 53. Diversified Email Program
  54. 54. Abandon Cart Emails 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.
  55. 55. Remarketing: After the Order
  56. 56. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%
  57. 57. Keeping your customers engaged Feedback Participation
  58. 58. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.
  59. 59. Products Review Notification 12% of those clicking on this email go directly to make another purchase.
  60. 60. Bridging online & offline behaviors
  61. 61. Catalog Request & Follow-up Increase responsiveness of catalog shoppers and profitability of catalog request program
  62. 62. Recommendations/Abandon Site Email Early results: • 40% open rate • 57% click to purchase conversion •Earns $2.18 per email deployed. •Earned $127.70 per email clicked.
  63. 63. Delivering the right message at the right time measures up!
  64. 64. Take-Aways • Don‟t be afraid of the unknown or being considered too „big brother.‟ • Make the initial time and resource investment in researching and setting up appropriate campaigns. They will pay off in the future. • Pay close attention to your competitors and leaders within your industry, do not get left behind.
  65. 65. Contact Information / Q&A • Carolyn Nye – Marketing Manager, S&S Worldwide – cnye@ssww.com • Loren McDonald – VP, Industry Relations, Silverpop – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @silverpop
  66. 66. Resources • Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html • Many presentations on SlideShare – www.slideshare.net/Silverpop
  67. 67. Thank You! On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com

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