Download - Triggered Emails Right Message Right Time
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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.
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Broadcast & Triggers Complement
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Low Volume, High ROI
59.8 %Batch Campaigns
40.2%TriggeredCampaigns
95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
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Question is not What is
the optimum frequency?,
but How do we send
more relevant emails,
more often but with
fewer resources?
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Agenda
Welcome
Cart / Browse
Abandonment
Purchase / Transactional
Post-Purchase
Q &A
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Welcome
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Welcome emails may be the most
important email your company
sends.
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Welcome Emails: Goals and Purpose
Goals• Speed up conversion • Minimize list churn• Strengthen brand
perception• Reduce inactivity
Purpose• Educate subscriber• Reward/Incent• Instill/reinforce trust• Enable immediate
“email experience”• Provide administrative
information/tools• Set expectations
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Timing / Cadence• Immediate• Suppress regular emails• Transactional OK• Move to a series
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
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Single Welcome Email
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Welcome to the Tafford Community
Tafford #1
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Three Reasons You Will Love Tafford + A Special
Offer
Tafford #2
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Personalize Your Tafford Experience
Tafford #3
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2009 Welcome Series Indexed Results…
Welcome #1 Performs 6X Better!
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Pre-to-Post “Transactional 2.0”
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Think beyond just this…
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To Pre- to Post-Purchase EmailsPre-Transaction
• Browse abandonment
• Cart abandonment
Purchase Process
• Order Confirmation
• Order status• Shipping notice• Shipment confirmation
• Trip preparation
Post-Purchase
• Satisfaction Survey
• Review request• Review notification
• Recommendation
• Replenishment• Repurchase• Upgrades
Relationship
• Bounceback• Account reminder
• Loyalty programs
• Account status• Purchase anniversary
Right time, right message!
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Pre-to-Post “Transactional”
- Cart/Browse Abandonment (Recovery)
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Multiple Opportunities in the Funnel
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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.
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Average cart abandonment rate
60-70%
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Following up with abandoners by email yields
25% or more conversion rates.
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Cart Abandonment - Reminder
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Cart Abandonment w/ Discount
CTR 350% higher50% higher conversion rate
than broadcast
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Did You Forget
Something?
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A Special Offer To Return
To Tafford
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2009 Abandoned Cart Indexed Results…
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25% conversion on cart abandoners.
Cart program accounts for almost 1/3 of TOTAL yearly email sales
First and most effective in the series sent within hours after abandonment.
Abandon Cart Emails
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Grad Images: Three stage campaign
Immediate
23 hrs after
120 hrs after
Email delivery via Silverpop Transact real time transactional API
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“Service” tone
An overt sales message may be counter productive. Service based communications work much better
+ Expectations+ A service email stating their
transaction did not complete+ Use your transaction
confirmation as a model
+ May not be ready to buy yet+ An overt sales message may be
counter-productive
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Abandonment Email Takeaways
First email within a few hours
Multiple follow-ups
Start with service tone
Test timing and discounts Automate
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Pre-to-Post “Transactional”
- Transactional / Purchase
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Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
Open rates range 45%-50%
Order Confirmation Series
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Cross Sell / Upsell
Best Practice:Recommend accessory itemsor complementary items for each product in cart
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Pre-to-Post “Transactional”
- Post Purchase
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Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
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Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, Rate the Tafford products
you purchased
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Fred, A Special
Thank-You Offer From
Tafford
Tafford Customer Survey - Tell Us
What You Think
Fred, A Special
Thank You Offer from
Tafford
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Post Purchase Lifecycle Indexed Results
6X+
Better
Surv
ey
perfo
rms
over
20%
bette
r…
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Post-Purchase Review
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Product Review Email14% of those who click place another order
Second highest conversion rate next to Abandon Cart emails.
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Products Review Notification
12% of those clicking on this email go directly to make another purchase.
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Recommendations
Review
Recommendations based on
segmentation
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Bounceback / Thanks
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Thanks!
• 60% Open Rate• Nearly 3X avg
• 18.5% CTR• 3X avg
• 7.5% higher AOV than overall average
• 60% higher conversion rate than overall average
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Reminders…almost out of stock
Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
Average Order Value is 53% HIGHER
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Purchase Anniversary / Birthday
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Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate
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10% off good for one month
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2009 Birthday Campaign Indexed Results…
Almost
25X
better…
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Purchase Anniversary
15% higher conversion rate than average from broadcast messages
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Low Volume/High ROITriggered Emails:
3-5% of email volume45% of profits
Travel Site
4% of email volume40% of email revenues
Ecommerce Site
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Keys to ConversionLeverage
Other Technologies
Timing
Great Design
Compelling Content /
Offers
Test, Test, Test
- Web analytics- Reviews- Recommendations
e.g., Review request timing may need to vary
- HTML- Mobile- Image blocking- Navigation
- Timing- Layout- Offers- Copy style- Level of personalization
- Personalized to Purchase- Non-purchase behavior- Right tone- Compelling offers- Value add
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Resources / Q & A
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About Silverpop
• A leading email marketing / marketing automation provider
• Email marketing
• Transactional email
• Share-to-social
• Send Time Optimization
• Landing pages
• Surveys
• SMS• API Integrations w/ Web
analytics, personalization, reviews, recommendation technologies
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Resources
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.ht
ml
• Many presentations on SlideShare– www.slideshare.net/Silverpop
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Q & A and Contact Information
• Loren McDonald, Silverpop– VP, Industry Relations– [email protected]– Twitter:
• @Silverpop• @LorenMcDonald
– www.silverpop.com
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Thank you!
On Twitter: @Silverpopwww.slideshare.net/silverpop
www.silverpop.com