Triggered Email Pre to Post Purchase Emails Shop.org

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This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.

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  • 0.7% of product views convert to orders8% of cart additions convert to orders
  • We recommend a more subtle, service-oriented approach – while this might be successful, it has the potential to put off subscribers with its over-the-top aggressive tone.
  • A very poor transactional email form Tiffany:No HTML, eg, no color, good layout, tables, fonts, etc- No branding- No cross sell
  • 52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
  • 30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value
  • Triggered Email Pre to Post Purchase Emails Shop.org

    1. 1. Pre- to Post-Purchase Triggered Emails Shop.org Big Idea SessionTransactional Email 2.0: Think Beyond the Purchase<br />Loren McDonald, Silverpop September 29, 2010<br />
    2. 2. Goal for Today:<br />Think Differently<br />
    3. 3. Think beyond just this…<br />
    4. 4. To Pre- to Post-Purchase Emails<br />Right time, right message!<br />
    5. 5. Triggered Email Program Benefits <br /><ul><li> Highly relevant to individual
    6. 6. “Set it and forget it”
    7. 7. Incremental revenue</li></li></ul><li>Low Volume, High ROI<br />4.1%<br />Triggered<br />Campaigns<br />Sales Generated<br />Volume of Emails sent<br />95.9 %<br />Batch <br />Campaigns<br />40.2%<br />Triggered<br />Campaigns<br />59.8 %<br />Batch <br />Campaigns<br />
    8. 8.
    9. 9. Incremental Revenue Opportunities<br />
    10. 10. Revenue Opportunity<br />Cart / Browse Abandonment<br />
    11. 11. Multiple Opportunities in the Funnel<br />
    12. 12. Average cart <br />abandonment rate <br />71%<br />Source: SeeWhy<br />
    13. 13. Following up with abandoners by email can yield<br />25% or more conversion rates.<br />
    14. 14. Cart Abandonment Recovery Email Programs: Percentage of Email Revenue<br />70% <br />50% <br />12% <br />10%<br />30% <br />25% <br />25% <br />20% <br />20%<br />5% <br />5% <br />4% <br />2%<br />2% <br />1% <br />1% <br />0.50%<br />
    15. 15. What about you?<br />
    16. 16. In Your Face…vs…<br />
    17. 17. …Subtle and service oriented<br />
    18. 18.
    19. 19. Cart Abandonment w/ Discount<br />CTR 350% higher<br />50% higher conversion rate than broadcast<br />
    20. 20. Did You Forget Something?<br />
    21. 21. A Special Offer To Return To Tafford<br />
    22. 22. 2009 Abandoned Cart Indexed Results…<br />
    23. 23. Abandon Cart Emails<br />25% conversion on cart abandoners. <br />Cart program accounts for almost 1/3 of TOTAL yearly email sales<br />First and most effective in the series sent within hours after abandonment. <br />
    24. 24. Gaylord Cart Series<br /><ul><li> 3-part series</li></ul>- 1st email within 1 min<br />- 2nd after 24 hours<br /><ul><li> 3rd after 7-days
    25. 25. Service tone
    26. 26. “Human”</li></ul>• 50% conversion rate<br />
    27. 27. Multiple Follow Ups<br />Source: SeeWhy<br />
    28. 28.
    29. 29. Recommendations/Abandon Site Email <br />Early results: <br /><ul><li> 40% open rate
    30. 30. 57% click to purchase conversion
    31. 31. Earns $2.18 per email deployed
    32. 32. Earned $127.70 per email clicked </li></li></ul><li>Purchase Process<br />(Order confirmation, shipping)<br />
    33. 33. Missed Opportunity!<br />
    34. 34. Product Categories - Better<br />
    35. 35. Order Confirmation Series<br />Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.<br />Open rates range 45%-50%<br />
    36. 36. Cross Sell / Upsell - Recommendations<br />
    37. 37. Post-Purchase Process<br />
    38. 38. Deploy Post-Purchase Emails?<br />
    39. 39. Satisfaction / Product Reviews / Bounceback / Replenishment<br />
    40. 40. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, A Special Thank You Offer from Tafford<br />
    41. 41. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />
    42. 42. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, Rate the Tafford products you purchased<br />
    43. 43. Post Purchase Lifecycle Indexed Results<br />6X+ Better<br />Survey performs over 20% better…<br />
    44. 44. Product Review Email<br />14% of those who click place another order <br />Second highest conversion rate next to Abandon Cart emails.<br />
    45. 45. Products Review Notification <br />12% of those clicking on this email go directly to make another purchase. <br />
    46. 46. Review Posted: Recommendations<br />Review<br />Recommendations based on segmentation<br />
    47. 47. Reminders…almost out of stock<br />Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates<br />Average Order Value is 53% HIGHER<br />
    48. 48. Purchase Anniversary / Birthday<br />
    49. 49. Happy Birthday<br /><ul><li> 52% Open Rate
    50. 50. 13.8% CTR
    51. 51. 10% higher conversion rate </li></li></ul><li>10% off good for one month<br />
    52. 52. 2009 Birthday CampaignIndexed Results…<br />Almost 25X better…<br />
    53. 53. Purchase Anniversary<br />15% higher conversion rate than average from broadcast messages<br />
    54. 54. Key Takeaways<br /><ul><li>Determine revenue opportunity from triggers
    55. 55. Get ownership of transactional emails
    56. 56. Leverage other technologies
    57. 57. Quick win (birthday, bounceback, etc)
    58. 58. Focus on cart abandonment recovery
    59. 59. Continuously refine and add new triggers
    60. 60. Watch the dollars roll in! </li></li></ul><li>About Silverpop<br /><ul><li> A leading email marketing / marketing automation provider
    61. 61. Email marketing
    62. 62. Transactional email
    63. 63. Share-to-social
    64. 64. Send Time Optimization
    65. 65. Landing pages
    66. 66. Surveys
    67. 67. SMS
    68. 68. API Integrations w/ Web analytics, personalization, reviews, recommendation technologies </li></li></ul><li>Selected Partners<br />
    69. 69. Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
    70. 70. Contact Information<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />www.silverpop.com<br />Twitter: @Silverpop<br />

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