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Retail Email Marketing Strategies that Drive Repeat Purchases & Increase Revenue@SilverpopBig Idea SessionShop.org – Oct 2, 2013
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My Guarantee:At least 1 idea you can take back to the office and turn it
into increased revenue.
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Repeat/loyal customers begin with the first purchase…
First Purchase Repeat Loyalty /High LCV
…This works, but is not the answer …
SmartPak: Broadcast vs. Automated Emails
65%
35%
Revenue
1
0
Volume
PromotionalAutomated
70 unique transactional and
lifecycle emails/day, 10+ promotional emails per month
28 automated programs in place
Today’s Keys
Behavior
AutomationReal-TimeData/Content
Integrations
Delight/Add Value
Idea #1: Evolve “Welcome” to “Onboarding” Program
@LorenMcDonald@Silverpop
Welcome Progression – But still generic …
Immediate3-7 days
7-14 days
Immediate
Stand alone
Email # 1Email # 2
Email # 3
3-part series
Retailer
Women Men Home
Email Sign-Up
Welcome Email 1
Shoe Offer
Beauty
Browse
GenericContent
Ooops
Email Sign-Up
OnboardingEmail 1
Onboarding Email 2
Onboarding Email 3
OnboardingEmail 4
Or you try to convert them on “Home” items
Follow on social
Includes current Home products offerw/ recommendation
Includes gender based offers
Includes current location-based
content
Using Web Tracking – marry browse behavior to email address
Idea #2:Move Beyond Cart Abandonment to Browse Remarketing@LorenMcDonald@Silverpop
Browse – Sniffing Around
Browse / Process Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
UncommonGoods - Browse Retargeting ProgramA customer views one of him” category …
Their page view gets logged in Silverpop’s Web Tracking table …
Browse Retargeting ProgramAn automated program is keyed off of the Web Tracking table …
Browse Retargeting Email
2.2% Conversion rate
SmartPak Browse Program
• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email – 4X broadcast
Idea #3. Take your cart abandonment program up a notch
@LorenMcDonald@Silverpop
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Cart: 2.0
Real-time
Recommendations/ Reviews Series
Content/“Human”
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Real-time remarketing campaigns, where the email was sent immediately following the abandon, generated 105% more
revenue than the same email sent only 24 hours later.
Source: SeeWhy
SmartPak: Abandon Cart w/ Recommendations
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Dynamic product recommendations
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate 22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
DEMCO – Impact of Using a Series of Emails
• Aaron - Real person• Service tone• 50% conversion rate
“Human” Cart abandonment
Idea #4. Reminders and Replenishment Programs
@LorenMcDonald@SIlverpop
“Important Dates” Reminder Email
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Your dates trigger an email…
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21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTRHighest revenue generating email
Out of Stock = Sku Notify Emails …
Sku Notify Emails
23.9%ConversionRate
ReplenishmentGoal: Increase sales of repeat purchases
Timing: Based on a calculation of when product will run out
Results:- 29.4% Open Rate- 3.76% CTR- $0.42 Rev/Email- 9.36% Conversion Rate
Idea #5. Post-Purchase Touches
@LorenMcDonald@Silverpop
Order Confirmation, Shipped
2.4% conversion rate
Purchase Cross-Sell
Goal: Increase sales by marketing a relevant product to customers - Targeted customers based on previous purchases
Results:- 19.41% Open Rate- 4.31% CTR- $0.58 Rev/Email- 12.5% Conversion Rate
Subject Line: “Stop Sore Feet in their Tracks”
How-to video
Idea #6. Reward Your Best Customers
@LorenMcDonald@Silverpop
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evo - Best Customers: R1F1M1
Recency(Top
Quartile)
Monetary Value
(Top Quartile
)
Frequency(Top
Quartile)
Surprise and Delight
Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime.
Best Customers: R1F1M1
Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com.
How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order.
Here is your code: %%50 Dollar Code%%
We appreciate you shopping with us and hope to see you again soon!
With love, evo
Thanks!
What idea are you taking back to the office?
A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content through the most appropriate channel.
Silverpop Retail Partner Ecosystem
Download the “Print Money Today” Whitepaper
http://www.silverpop.com/marketing-resources/white-papers/all/2013/emails-marketers-should-automate/
Interested In Learning More?
silverpop.comsilverpop.com/marketing-resources
www.slideshare.net/silverpopTwitter.com/silverpop
Facebook.com/silverpop
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