The document discusses the effectiveness of triggered emails in e-commerce, highlighting their ability to generate significant revenue through cart abandonment recovery and post-purchase follow-ups. It emphasizes the importance of timely and relevant communication, with statistics illustrating high conversion rates for abandonment emails and recommendations for optimizing transactional email strategies. Key takeaways include leveraging technology, focusing on cart recovery, and continuously refining email triggers to maximize sales opportunities.

1. Pre- to Post-Purchase Triggered Emails Shop.org Big Idea SessionTransactional Email 2.0: Think Beyond the PurchaseLoren McDonald, Silverpop September 29, 2010

2. Goal for Today:Think Differently

3. Think beyond just this…

4. To Pre- to Post-Purchase EmailsRight time, right message!

5. Triggered Email Program Benefits Highly relevant to individual

6. “Set it and forget it”

7. Incremental revenueLow Volume, High ROI4.1%TriggeredCampaignsSales GeneratedVolume of Emails sent95.9 %Batch Campaigns40.2%TriggeredCampaigns59.8 %Batch Campaigns

9. Incremental Revenue Opportunities

10. Revenue OpportunityCart / Browse Abandonment

11. Multiple Opportunities in the Funnel

12. Average cart abandonment rate 71%Source: SeeWhy

13. Following up with abandoners by email can yield25% or more conversion rates.

14. Cart Abandonment Recovery Email Programs: Percentage of Email Revenue70% 50% 12% 10%30% 25% 25% 20% 20%5% 5% 4% 2%2% 1% 1% 0.50%

15. What about you?

16. In Your Face…vs…

17. …Subtle and service oriented

19. Cart Abandonment w/ DiscountCTR 350% higher50% higher conversion rate than broadcast

20. Did You Forget Something?

21. A Special Offer To Return To Tafford

22. 2009 Abandoned Cart Indexed Results…

23. Abandon Cart Emails25% conversion on cart abandoners. Cart program accounts for almost 1/3 of TOTAL yearly email salesFirst and most effective in the series sent within hours after abandonment.

24. Gaylord Cart Series 3-part series- 1st email within 1 min- 2nd after 24 hours 3rd after 7-days

25. Service tone

26. “Human”• 50% conversion rate

27. Multiple Follow UpsSource: SeeWhy

29. Recommendations/Abandon Site Email Early results: 40% open rate

30. 57% click to purchase conversion

31. Earns $2.18 per email deployed

32. Earned $127.70 per email clicked Purchase Process(Order confirmation, shipping)

33. Missed Opportunity!

34. Product Categories - Better

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

36. Cross Sell / Upsell - Recommendations

37. Post-Purchase Process

38. Deploy Post-Purchase Emails?

39. Satisfaction / Product Reviews / Bounceback / Replenishment

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

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

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

43. Post Purchase Lifecycle Indexed Results6X+ BetterSurvey performs over 20% better…

44. Product Review Email14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.

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

46. Review Posted: RecommendationsReviewRecommendations based on segmentation

47. Reminders…almost out of stockOpen, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email ratesAverage Order Value is 53% HIGHER

48. Purchase Anniversary / Birthday

49. Happy Birthday 52% Open Rate

50. 13.8% CTR

51. 10% higher conversion rate 10% off good for one month

52. 2009 Birthday CampaignIndexed Results…Almost 25X better…