triggered email marketing
DESCRIPTION
This is from a Webinar on using triggered emails to drive increased customer engagement, revenue and ROI for retailers and ecommerce organizations. It was presented jointly with Silverpop client S&S Worldwide.TRANSCRIPT
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
• Loren McDonald
– VP, Industry Relations, Silverpop
– 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