triggered email marketing

Triggered Email Marketing

Agenda

• Email Environment/Challenges

• Why Automation and Triggers?

• Types and Examples

• S&S Worldwide Case Study

• Q & A

Email Environment/Challenges

Trends Driving the Need to Change

Channels Are Exploding

Mobile / Small-Screen Devices

Higher Expectations From Consumers

Irrelevant vs Relevant

ISPs: Get Relevant or Get Junked

Free Shipping, 20% Off – “So What”

As a Result, Some Consumers are Tuning Out

Why Automation & Triggers

So…”Batch & Blast” Must be Dead?

Because Hope is Not a Strategy

Broadcast & Triggers Complement

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.

Low Volume/High ROI

Triggered Emails:

3-5% of email volume

45% of profits

Travel Site

Question is not What is the

optimum frequency?, but

How do we send more

relevant emails, more often

but with fewer resources?

Types of Triggers / Examples

Triggers Are Based On..

Demographics/

Dates

Preferences

Behavior/Non Behavior

Internal/External Factors

Sample Automation Triggers

Demographics/

Preferences

Pre-Purchase Behavior

Post-Purchase

Behavior

Birthday

Happy Birthday

• 52% Open Rate

• 13.8% CTR

• 10% higher

conversion rate

10% off good

for one month

2009 Birthday Campaign Indexed Results…

Welcome

Welcome - Incentive

Welcome to the Tafford

Community

Three Reasons You Will

Love Tafford + A Special

Offer

Personalize Your Tafford

Experience

2009 Welcome Series Indexed Results…

Behavior

Post-Purchase

Post Purchase – Pre Use

Post Experience – Repeat Purchase

Cross Sell / Upsell

Best Practice:

Recommend accessory items

or complementary items for

each product in cart

Post-Purchase Review

Purchase Anniversary

15% higher conversion

rate than average from

broadcast messages

Follow-Ups / Reminders

Recommendations

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

Review doesn‟t

perform well -

$/Email but does

generate

reviews…

Cart Abandonment

(Recovery)

Average cart

abandonment rate

60-70%

Following up with

abandoners by email

yields

up to 50% conversion.

Cart Abandonment w/ Discount

CTR 350% higher

50% higher conversion rate

than broadcast

Did You Forget

Something?

A Special Offer To

Return To Tafford

2009 Abandoned Cart Indexed Results…

S&S Worldwide Case Study

What we do…

Customers & Associations…

Email: How we got started

Diversified Email Program

25% conversion on

cart abandoners.

Cart program

account for almost

1/3 of TOTAL

yearly email sales

First and most

effective in the

series sent within

hours after

abandonment.

Abandon Cart

Emails

Remarketing: After the Order

Demand from

Order

Confirmation

Series emails

grew 41.5%

from 2008 to

2009.

Open rates

range 45%-50%

Order Confirmation

Series

Keeping your customers engaged

Feedback Participation

Product Review Email

14% 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.

Bridging online & offline behaviors

Catalog Request & Follow-up

Increase

responsiveness

of catalog

shoppers and

profitability of

catalog request

program

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.

Delivering

the right

message at

the right

time

measures

up!

Take-Aways

• Don‟t be afraid of the unknown or being considered too „big brother.‟

• Make the initial time and resource investment in researching and setting up appropriate campaigns. They will pay off in the future.

• Pay close attention to your competitors and leaders within your industry, do not get left behind.

Contact Information / Q&A

• Carolyn Nye

– Marketing Manager, S&S Worldwide

– cnye@ssww.com

• Loren McDonald

– VP, Industry Relations, Silverpop

– lmcdonald@silverpop.com

– Twitter: @LorenMcDonald

– Twitter: @silverpop

Resources

• Resource Center

– White papers

– Webinars

– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Thank You!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com