Pre- to Post-Purchase Triggered Emails

Shop.org Big Idea Session

Transactional Email 2.0: Think Beyond the Purchase

Loren McDonald, Silverpop September 29,

2010

Goal for Today:

Think Differently

Think beyond just this…

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!

Triggered Email Program Benefits

Highly relevant to individual

“Set it and forget it”

Incremental revenue

Low Volume, High ROI

59.8 %Batch Campaigns

40.2%TriggeredCampaigns95.9 %

Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

Incremental Revenue Opportunities

Cart / BrowseAbandonment

Order Confirmation /

Shipping

Customer Satisfaction

Product Review Requests

Bounceback

Purchase Anniversary /

Happy Birthday

Revenue Opportunity

Cart / Browse Abandonment

Multiple Opportunities in the Funnel

Average cart abandonment rate

71%

Source: SeeWhy

Following up with abandoners by email can yield

25% or more conversion rates.

Cart Abandonment Recovery Email Programs: Percentage of Email Revenue

70% 50%

12% 10%

5% 5% 4% 2%2% 1% 1% 0.50%

30% 25% 25% 20% 20%

40%

30%

14%

16%

Deploy Cart Abandonment Emails?

Yes

No, but plan to in 2010

What about you?

In Your Face…vs…

…Subtle and service oriented

52%48%

Offer Incentives in First Email?

Do not offer

Combination of incentives

Cart Abandonment w/ Discount

CTR 350% higher50% higher conversion rate

than broadcast

Did You Forget

Something?

A Special Offer To Return

To Tafford

2009 Abandoned Cart Indexed Results…

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

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

• Service tone• “Human”

• 50% conversion rate

Multiple Follow Ups

Stage Conversion Open Rate Revenue / Email

1: Real time 11% 60% $11

2: 24 hours 6% 55% $4

3: 7 days 3% 50% $3

Total 20% Average 55% Average $6

Source: SeeWhy

7%

29%

36%

29%

Deploy Browse Abandonment Emails?

Yes

No, but plan to in 2010

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

Purchase Process(Order confirmation, shipping)

Missed Opportunity!

Product Categories - Better

Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.

Open rates range 45%-50%

Order Confirmation Series

Cross Sell / Upsell - Recommendations

Post-Purchase Process

Deploy Post-Purchase Emails?Type of Post-Purchase Email Percentage

Deploy

Service satisfaction 50%

Product Review Request 43%

Recommendation (since you bought this, you might…)

29%

Do not deploy post purchase emails 26%

Bounceback 21%

Cross sell/Upsell 19%

Happy Birthday Promotion 17%

Reorder/Replenishment 17%

Purchase Anniversary Promotion 12%

Product Review Posted Notification 2%

Satisfaction / Product Reviews / Bounceback /

Replenishment

Fred, A Special

Thank-You Offer From

Tafford

Tafford Customer Survey - Tell Us

What You Think

Fred, A Special

Thank You Offer from

Tafford

Fred, A Special

Thank-You Offer From

Tafford

Tafford Customer Survey - Tell Us

What You Think

Fred, A Special

Thank-You Offer From

Tafford

Tafford Customer Survey - Tell Us

What You Think

Fred, Rate the Tafford products

you purchased

Post Purchase Lifecycle Indexed Results

6X+

Better

Surv

ey

perfo

rms

over

20%

bette

r…

Product Review Email14% of those who click place another order

Second highest conversion rate next to Abandon Cart emails.

Products Review Notification

12% of those clicking on this email go directly to make another purchase.

Review Posted: Recommendations

Review

Recommendations based on

segmentation

Reminders…almost out of stock

Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates

Average Order Value is 53% HIGHER

Purchase Anniversary / Birthday

Happy Birthday

• 52% Open Rate

• 13.8% CTR

• 10% higher conversion rate

10% off good for one month

2009 Birthday Campaign Indexed Results…

Almost

25X

better…

Purchase Anniversary

15% higher conversion rate than average from broadcast messages

Key Takeaways

Determine revenue opportunity from

triggers

Get ownership of transactional emails

Leverage other technologies

Quick win (birthday, bounceback, etc)

Focus on cart abandonment recovery Continuously refine and add new triggers Watch the dollars roll in!

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

Selected Partners

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

Contact Information

• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald

www.silverpop.comTwitter: @Silverpop