Triggered Email Pre to Post Purchase Emails Shop.org

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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

description

This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.

Transcript of Triggered Email Pre to Post Purchase Emails Shop.org

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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

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Goal for Today:

Think Differently

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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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Triggered Email Program Benefits

Highly relevant to individual

“Set it and forget it”

Incremental revenue

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Low Volume, High ROI

59.8 %Batch Campaigns

40.2%TriggeredCampaigns95.9 %

Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

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Incremental Revenue Opportunities

Cart / BrowseAbandonment

Order Confirmation /

Shipping

Customer Satisfaction

Product Review Requests

Bounceback

Purchase Anniversary /

Happy Birthday

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Revenue Opportunity

Cart / Browse Abandonment

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Multiple Opportunities in the Funnel

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Average cart abandonment rate

71%

Source: SeeWhy

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Following up with abandoners by email can yield

25% or more conversion rates.

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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%

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40%

30%

14%

16%

Deploy Cart Abandonment Emails?

Yes

No, but plan to in 2010

What about you?

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In Your Face…vs…

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…Subtle and service oriented

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52%48%

Offer Incentives in First Email?

Do not offer

Combination of incentives

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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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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

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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

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7%

29%

36%

29%

Deploy Browse Abandonment Emails?

Yes

No, but plan to in 2010

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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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Purchase Process(Order confirmation, shipping)

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Missed Opportunity!

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Product Categories - Better

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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 - Recommendations

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Post-Purchase Process

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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%

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Satisfaction / Product Reviews / Bounceback /

Replenishment

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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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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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Post Purchase Lifecycle Indexed Results

6X+

Better

Surv

ey

perfo

rms

over

20%

bette

r…

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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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Review Posted: Recommendations

Review

Recommendations based on

segmentation

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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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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!

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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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Selected Partners

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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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Contact Information

• Loren McDonald– [email protected]– Twitter: @LorenMcDonald

www.silverpop.comTwitter: @Silverpop