Eis fri macdonald
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1) Silver Star Brands is a large catalog and e-commerce retailer that processes over 1 million orders annually through various channels including phone, mail, and internet. They have a large customer database of over 26 million buyers. 2) Combining email and catalog marketing significantly increases response rates, order value, revenue, and return on investment compared to either channel alone. Trigger emails for abandoned carts and items back in stock also effectively generate additional sales. 3) Testing strategies like lowered prices in product listing ads and re-targeting display ads to reactivate lapsed customers can increase traffic, email sign-ups, and total revenue. Capturing more email addresses through these digital channels expands the potential for future sales
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Eis fri macdonald
- 1. Silver Star brands Email and More
- 3. The Begining 1934 “Johnson” • Catalog circulation 70m+ • Spend about $360k a week in postage • Database of over 26m buyers Minneapolis
- 4. Who Is Silver Star Brands? Phone Channel: • Over 1 million phone orders • Over 1 million customer service calls Mail Orders • Over 1 million mail orders processed annually Internet • 169k customer service emails • 12 million visitors to our sites • 100 million page views • 5 million searches • 200 million emails sent annually Top 200 Internet Retailer
- 5. Miles Kimball Email Stats 2015 2016 Customer Service Emails 0 1.6 million Marketing Emails 103 million 134 million Triggered Emails 6 million (48% of $) 5.8 million (42% of $) Ad hoc Emails 97 million (52% of $) 127 million (58% of $) Total Digital Demand 42% 38% Ad hoc versions 550 467 Value of an Email Address $9.75 $10.50
- 6. Email and Catalog Stream Test Email Only Catalog & Email Response Rate 27% 81% AOV -15% -8% Revenue 1% 56% Marketing Cost per Recipient -97% 3% Total Marketing Return on Investment Revenue (Revenue less Marketing Costs) 84% 106% *Performance compared to catalog only*
- 7. Expanding the Value of an Email Email Email Sales Traffic Collect Email Email Sale
- 8. Value of Search / PLAs • Value of an email is $10.50, search brought in 250K subs, value of those subs is $2.6 million • Search demand = $4.2 million with A/S of 25% • Search + email value ($2.6 million) = $6.8 million with A/S of 16% Target A/S Spend Revenue Search Without Including the Value of Email 16% $64 $400 Search Including the Value of Email 16% $100 $625
- 9. Expanding the Value of an Email Digital Traffic Abandon / Browse SaleEmail
- 10. Value of Onsite Triggers • For every 100,000 visitors, 10,000 convert (10% conversion) • 90,000 abandon • 18,000 receive a browse or abandon cart email = 360 orders / $12,600 revenue • 9,000 received a now on sale, back in stock or low inventory email = 45 orders / $1,575 100,000 Visitors $2k 45 orders $12.6k 360 Orders Remarket with Browse or Abandon Cart emails 18,000 Remarket with Back in Stock, Low Inventory or Now on Sale emails 9,000 Abandon 90,000 Buy 10,000
- 11. Value of Onsite Triggers What happened in holiday? 2,135,000 Visitors $34k 1,000 orders $269k 7,700 Orders Remarket with Browse or Abandon Cart emails 384,000 Remarket with Back in Stock, Low Inventory or Now on Sale emails 192,000 Abandon 192,000 Buy 213,000
- 12. Expanding the Value of an Email Pricing Strategy Abandon / Browse Digital Traffic Collect Email
- 13. Price Testing in Product Listing Ads Decreased price on key items to match the market price in PLAs Results: • Page views of the items tested increased 95% during the timeframe of the price test • Increased email sign-ups and remarket email opportunities • Orders for the items in the test increased 63% • 60% of customers who purchased a price test item through PLA’s were new to file, up 30% from prior year • Digital orders = email subscribers
- 14. Email Display Test (YLM) Matched segments – avg lift of 113% ($420K) • Catalog - 91% • Email – 158% • Other (Web) – 147% Reactivation Stats • Orders (Unmatched 9,150; Onboard Only 18,243; All 27,393) • Email Signups Display Traffic Email Reactivation Display Traffic Sale
- 15. Key Learnings Drive Sales • Incorporating value of email into calculating ROI on other digital channels • Catalog + email • Product Listing Ads, Search • Move upstream– pricing = traffic = email signs = triggers = revenue • Email triggers to close the deal on other onsite behaviors Email Capture • Display tests to reactivate lapse email customers • Price testing to increase traffic from PLA’s and drive incremental email sign-ups
- 16. Questions and Thank you! Ian MacDonald IMacDonald@SilverStarBrands.com Director of eCommerce
Editor's Notes
- NOTE: Contains animation – more information
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- Lets talk about one of the brands. To look at the size. And change year over year. YoY differences … lots more emails Less versions, but they are more productive
- Don’t look at these channels in isolation Add some highlights. Circle stuff Hypostasis: Could we stop sending catalogs to people who are active in the email file? Email is cheaper, should be more profitable. EML expense is so much cheaper compared to catalog. And to add an email to the catalog cost is basically $0 Describe the test: 3 groups. Email only. Catalog only. Catalog and email AOV could be driven by product mix, not the test. Ex/ more clearance online
- Note: contains animation We tend to think of email just as sales. But what if you count traffic as a goal, that then leads to sales Email strategy can’t just be about email last click revenue. It needs to include a strategy for driving traffic to the website and a strategy for collecting email addresses.
- What happens when you look at email outside of a vacuum. What do you think when you combine with catalog? Well, how about PLAs. Then abandon and browse
- NOTE: Animation
- NOTE: Contains animation Picked 100k because it’s easy to comprehend
- NOTE: Contains animation In reality, here is what Q4 looks like with the actual number of visitors and the rest factored out.
- NOTE: Contains animation Back it up the food chain. So now, look at pricing. How do you drive traffic? We made a concerted effort to drive traffic
- NOTE: Contains animation