email remarketing cart browse abandonment webtrends uk silverpop

Webtrends European Client SummitLondonNovember 2013

Email Remarketing – Cart Abandonment and Beyond

Are you leveraging Web site and purchase behavior?

Are you marketing in real time?

Are you speaking to customers and prospects at a 1 to 1 level?

Are you incorporating content, education, personality and white space?

Let’s take it up a level.

Webtrends StreamsUsing our Webtrends Behaviors you can now capture your visitor’s individual web, purchase and shopping cart behaviors and send appropriate follow up messages that drive higher conversions.

• Real Time Cart Abandonment• Site Visits Behavior• Search Behavior

Definition & Opportunity

Email Remarketing

2.0Q & A

Agenda

Remarketing: Definition and Opportunity

Today’s Definition: Email Remarketing

1. Customer or prospect behavior demonstrates some level of purchase intent or interest.

2. Marketer responds with an email or series encouraging purchase or movement to the next

buyer stage.

To know a person … watch what they do, not what

they say.

Danny Santagato

Basket

Browse

Calculator

Form

Process

Site Search

Email Remarketing

Examples

Shopping Cart – Close to jumping in …

17

— Multiple Sources

“60–70%”

Basket abandonment is a HUGE challenge

Up to 70% of Shopping Carts are Abandoned before Checkout

up to 50% conversion.

Following up with abandoners by email yields

Relative VolumeAbandon Cart

Emails0.3%

Promotional Emails99.7%

Sample: Basket vs Broadcast Emails

Relative Sales

Abandon Cart Emails18.6%

Promotional Emails81.4%

High % of sales relative to volume

Revenue as a % is 62 X volume

Browse, Form, Process – Sniffing Around

Browse Retargeting Program

Browse Retargeting Program

Browse Retargeting Email

2.2% conv. rate vs 1.6% for Broadcast emails

Browse Retargeting EmailsUncommonGoods now has 8 of these - Kids …and Office

Email Remarketing: A Huge Revenue Opportunity

Conversion

Cart Abandonment- Low volume- High conversion

Browse & Process Abandonment- High volume

- Lower conversion

Email Remarketing 2.0:Key Elements

Remarketing 2.0

Speed – Real-time

Series

Product Info/ Recommendations

/ ReviewsContent

Segmentation

Other Remarketing Triggers

1. Speed / Real Time

Speed matters. The longer you wait, the greater chance the prospect has purchased

from a competitor.

Webtrends Streams beta clientsaw 55% conversion increase moving real-time from 1 hour after abandonment.

Results –Phase 1 (24 Hrs) and 2 (real-time)

Phase 1 Phase 2 Lift

Open Rate 17.50% 20.25% 16%

Click-through Rate 9.02% 12.80% 42%

Conversion Rate 12.65% 15.31% 21%

Some potential exceptions …

Travel – pricing changes

B2B Ecommerce – Purchase Orders

Financial Services - Culture

2. Develop a series

DEMCO Cart Remarketing Series

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

3. Add recommendations, reviews

The results:

• 38.5% open rate

• 10.15% CTR

• 50% conversion rate

• $4.80 revenue/emailDynamic product

recommendations

Recommendations

Reviews

4. Humanize and test content

• Aaron - Real person• Service tone• 50% conversion rate

“Human” Cart abandonment

Contextual – Know your customer

Helpful Content for Browse Remarketing

Use offers and incentives carefully

Use later in seriesTest impact/need Think beyond discounts

Deadline/Sense of Urgency

Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now?

Add holiday theme and content.

• Shipping options• Return policies

• Gift cards

5. Segmentation

Customers who purchased less

than X£Customers with a

lifetime value greater than X£

Sample remarketing segmentation

6. Other Remarketing Triggers

Abandon Wishlist

+ Encourage subscribers to update their SmartPak wish list and/or share with friends

+ 36% Open rate+ 2% CTR+ $0.73 Rev/Email

Thank You!

Wizard / Calculator Abandonment

Supplement Wizard – Abandoned, Finished Process

• Sent when a customer receives their results but does not add items to cart or checkout

• 40.17% Open Rate

• 4.18% CTR• $0.38

Rev/Email

Get creative – think beyond “recency”

“Only 100 items left”

“Price is going up”

“Sold out … recommend..”

“Cart is about to expire …”

Don’t try to be perfect …

Focus on “starting” – not “Best” practices

Remarketing is HUGE!

About LorenLoren McDonaldVP, Industry RelationsSilverpop

Role: Educate clients and prospects on best practices and emerging trends in email marketing and marketing automation.

Experience: 29 years of experience in marketing, consulting and strategic planning. • Written more than 500 articles and blog posts• Speaker/presenter at more than 200 conferences &

Webinars

Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS, NetStruxr and Arthur Andersen.

Awards: eec 2011 Marketer of the Year; 2005 Stevie (American Business Awards) Marketer of the Year

@LorenMcDonaldG+: Loren McDonald

Email Insider columnist

THE ENGAGE PLATFORM

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