Cart abandonment campaigns are a smart, effective way to bring customers back into the fold, especially if you follow best practices regarding timing, frequency and incentives. Savvy marketers are also starting to look beyond the cart to things like browse and process abandonment remarketing, taking some of the basic tenets of cart abandonment and applying them to situations in which a customer or prospect heads down the path toward a certain behavior, but stops somewhere short of taking the final desired action. Join us to learn how to implement these behavior-triggered programs and increase their effectiveness…ultimately, increasing your revenue.
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Remarketing –
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Cart Abandonment and Beyond
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Loren McDonald
Vice President of Industry Relations – Silverpop
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Are you leveraging Web site
and purchase behavior?
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Are you marketing in real time?
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Are Third level
• you speaking to customers and
prospects at a 1 to 1 level?
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Are you incorporating content,
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education, personality and white space?
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Let’s take it up a level.
7. About Loren
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Master Relations
title
VP, Industry
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Silverpop
– Second level Role: Educate clients and prospects on best practices and emerging trends in
• Third level email marketing and marketing automation.
– Fourth Experience: 29 years of experience in marketing, consulting and strategic
level
@LorenMcDonald »
G+: Loren McDonald
Email Insider columnist
Fifth level
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.
Awards: eec 2011 Marketer of the Year; 2005 Stevie (American Business Awards)
Marketer of the Year
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THE ENGAGE PLATFORM
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9. Definition &
Opportunity
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&A
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Agenda
Elements of
Turbocharging
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Implementation
– Phased
Approach
Case Studies
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REMARKETING: DEFINITION AND
OPPORTUNITY
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1.
Customer or prospect behavior demonstrates
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some level of purchase intent or interest.
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2. Marketer responds with an email or series
encouraging purchase or movement to the next
buyer stage.
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To know atext styles … watch
person
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what they do, not what
they say.
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Danny Santagato
13. Basket
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Site
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Master
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Browse
Email
Remarketing
Examples
Process
Calculator
Form
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Shopping Cart – Close to jumping in …
15. Basket abandonment is a HUGE challenge
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Up to 70% toShopping Carts are Abandoned before Checkout
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―60–70%‖
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— Multiple Sources
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87% oflevel
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…75%Fifth levelthey will return to complete the
say
purchase.
Source: Amaze/University of Glasgow
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50%
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up to
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conversion.
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Following• up with abandoners by email yields
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18. Sample: Basket vs Broadcast Emails
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Relative Volume
Abandon Cart
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Emails
0.3%
Relative Sales
Abandon Cart
Emails
18.6%
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Promotional
Emails
99.7%
Promotional
Emails
81.4%
Revenue as a % is 62 X volume
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Browse, Form, Process – Sniffing Around
20. Browse Retargeting Program
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21. Browse Retargeting Program
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22. Browse Retargeting Email
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2.2% conv. rate vs
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1.6% for Broadcast
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emails
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23. Browse Retargeting Emails
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UncommonGoods now has 8 of these - Kids
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…and Office
24. Email Remarketing: A Huge Revenue Opportunity
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Browse & Process
Abandonment
- High volume
- Lower conversion
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Cart Abandonment
- Low volume
- High conversion
Conversion
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TURBOCHARGING YOUR EMAIL
REMARKETING:
KEY ELEMENTS
26. Product Info/
Recommendations
Content
/ Reviews
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Series
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Segmentation
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Speed –
Real-time
Remarketing
2.0
Other Remarketing
Triggers
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1. Speed / Real Time
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Speed matters. TheFifth level you wait, the greater chance
longer
the prospect has purchased from a competitor.
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Webtrends Streams beta client
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saw 55% conversion increase moving real-time from 1
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hour after abandonment.
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30. Results –Phase 1 (24 Hrs) and 2 (real-time)
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Phase 1
Phase 2
Lift
17.50%
20.25%
16%
Click-through Rate
9.02%
12.80%
42%
Conversion Rate
12.65%
15.31%
21%
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Open Rate
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31. Some potential exceptions …
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Travel – pricing
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B2B Ecommerce –
Purchase Orders
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Financial Services
- Culture
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2. Develop a series
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33. DEMCO Cart Remarketing Series
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»Cart Email A
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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
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3.Third levelrecommendations, reviews
Add
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35. The results:
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50% conversion rate
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$4.80 revenue/email
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Recommendations
Reviews
Dynamic product
recommendations
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4. Humanize and test content
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37. “Human” Cart
abandonment
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Real person
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• Service
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tone
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• 50%
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conversion
rate
38. Contextual – Know your customer
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39. Helpful Content for Browse Remarketing
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40. Use offers and incentives carefully
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Think beyond discounts
41. Deadline/Sense of Urgency
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• Shipping options
• Return policies
• Gift cards
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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.
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5. Segmentation
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44. Sample remarketing segmentation
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Customers who
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purchasedlevel
» Fifth less
than X£
Customers with a
lifetime value
greater than X£
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6. Other Remarketing Triggers
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46. Abandon Wishlist
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+ Encourage subscribers to update their
styles SmartPak wish list and/or share with
friends
+ 36% Open rate
+ 2% CTR
+ $0.73 Rev/Email
47. Wizard / Calculator Abandonment
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Thank You!
48. Supplement Wizard – Abandoned, Finished Process
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• 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
49. Get creative – think beyond “recency”
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“Only 100 items left”
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“Price is going up”
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“Sold out … recommend..”
“Cart is about to expire …”
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TRAVEL LODGE CASE STUDY
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51. Travelodge case study example
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Travelodge Master text Webtrend's
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Abandoned Cart
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Abandoned Item
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Purchased » Fifth level
Visited Site
Searched Site
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BROWSE ABANDONMENT REMARKETING
CASE STUDY
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LAUNCH PLAN: A PHASED
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55. Static
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Segmented
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Offers
Real-Time
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Sample Phased
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Approach Fourth level
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Test
Timing, Caden
ce, Content
Series
Dynamic
Content
56. Later
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Start
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Stage
• Builds
• Complicated
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Don’t try to be perfect …
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Focus on “starting” – not “Best” practices
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Remarketing is HUGE!
60. Q & A / Contact Information
Loren McDonald
VP, Industry Relations
Silverpop
lmcdonald@silverpop.com
@LorenMcDonald
Editor's Notes
87% of consumers abandon online shopping baskets. 75% claim they would return at a later date to complete the purchase — effectively using the basket as a wish list.
Obviously this is a fantastic result. When we tweak, we usually don’t expect to double the impact with a single iteration. We expect to make small tweaks with incremental results.
Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior