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.

1. Triggered Email Marketing

2. Agenda
• Email Environment/Challenges
• Why Automation and Triggers?
• Types and Examples
• S&S Worldwide Case Study
• Q&A

3. Email Environment/Challenges
Trends Driving the Need to Change

4. Channels Are Exploding

5. Mobile / Small-Screen Devices

6. Higher Expectations From Consumers
Irrelevant vs Relevant

7. ISPs: Get Relevant or Get Junked

8. Free Shipping, 20% Off – “So What”

9. As a Result, Some Consumers are Tuning Out

10. Why Automation & Triggers

11. So…”Batch & Blast” Must be Dead?

12. Because Hope is Not a Strategy

13. Broadcast & Triggers Complement

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. Low Volume/High ROI
Triggered Emails:
3-5% of email volume
45% of profits
Travel Site

16. Question is not What is the
optimum frequency?, but
How do we send more
relevant emails, more often
but with fewer resources?

17. Types of Triggers / Examples

18. Triggers Are Based On..
Demographics/
Dates
Internal/External
Preferences
Factors
Behavior/Non
Behavior

19. Sample Automation Triggers
Demographics/
Preferences
Post-Purchase Pre-Purchase
Behavior Behavior

20. Birthday

22. Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher
conversion rate

23. 10% off good
for one month

24. 2009 Birthday Campaign Indexed Results…

25. Welcome

26. Welcome - Incentive

27. Welcome to the Tafford
Community

28. Three Reasons You Will
Love Tafford + A Special
Offer

29. Personalize Your Tafford
Experience

30. 2009 Welcome Series Indexed Results…

31. Behavior
Post-Purchase

32. Post Purchase – Pre Use

33. Post Experience – Repeat Purchase

34. Cross Sell / Upsell
Best Practice:
Recommend accessory items
or complementary items for
each product in cart

35. Post-Purchase Review

36. Purchase Anniversary
15% higher conversion
rate than average from
broadcast messages

37. Follow-Ups / Reminders

38. Recommendations

39. Fred, A
Tafford
Customer
Special
Survey - Tell
Thank-You
Thank You
Us What You
Offer From
Offer from
Tafford
Think

40. Fred, A
Tafford
Customer
Special
Survey - Tell
Thank-You
Us What You
Offer From
Tafford
Think

41. Fred, A
Tafford
Fred, Rate
Customer
Special
the Tafford
Survey - Tell
Thank-You
products you
Us What You
Offer From
purchased
Tafford
Think

42. Post Purchase Lifecycle Indexed Results
Review doesn‟t
perform well -
$/Email but does
generate
reviews…

43. Cart Abandonment
(Recovery)

44. Average cart
abandonment rate
60-70%

45. Following up with
abandoners by email
yields
up to 50% conversion.

46. Cart Abandonment w/ Discount
CTR 350% higher
50% higher conversion rate
than broadcast

47. Did You
Forget
Something?

48. A Special
Offer To
Return To
Tafford

49. 2009 Abandoned Cart Indexed Results…

50. S&S Worldwide Case Study

51. What we do…

52. Customers & Associations…

53. Email: How we got started

54. Diversified Email Program

55. 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.

56. Remarketing: After the Order

57. Order Confirmation
Series
Demand from
Order
Confirmation
Series emails
grew 41.5%
from 2008 to
2009.
Open rates
range 45%-50%

58. Keeping your customers engaged
Feedback Participation

59. Product Review Email
14% of those
who click
place another
order
Second
highest
conversion
rate next to
Abandon Cart
emails.

60. Products Review Notification
12% of those
clicking on this
email go directly
to make another
purchase.

61. Bridging online & offline behaviors

62. Catalog Request & Follow-up
Increase
responsiveness
of catalog
shoppers and
profitability of
catalog request
program

63. 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.

64. Delivering
the right
message at
the right
time
measures
up!

65. 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.

66. 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

67. 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

68. Thank You!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com