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
Goal for Today:
Think Differently
Think beyond just this…
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!
Triggered Email Program Benefits
Highly relevant to individual
“Set it and forget it”
Incremental revenue
Low Volume, High ROI
59.8 %Batch Campaigns
40.2%TriggeredCampaigns95.9 %
Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
Incremental Revenue Opportunities
Cart / BrowseAbandonment
Order Confirmation /
Shipping
Customer Satisfaction
Product Review Requests
Bounceback
Purchase Anniversary /
Happy Birthday
Revenue Opportunity
Cart / Browse Abandonment
Multiple Opportunities in the Funnel
Average cart abandonment rate
71%
Source: SeeWhy
Following up with abandoners by email can yield
25% or more conversion rates.
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%
40%
30%
14%
16%
Deploy Cart Abandonment Emails?
Yes
No, but plan to in 2010
What about you?
In Your Face…vs…
…Subtle and service oriented
52%48%
Offer Incentives in First Email?
Do not offer
Combination of incentives
Cart Abandonment w/ Discount
CTR 350% higher50% higher conversion rate
than broadcast
Did You Forget
Something?
A Special Offer To Return
To Tafford
2009 Abandoned Cart Indexed Results…
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
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
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
7%
29%
36%
29%
Deploy Browse Abandonment Emails?
Yes
No, but plan to in 2010
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
Purchase Process(Order confirmation, shipping)
Missed Opportunity!
Product Categories - Better
Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
Open rates range 45%-50%
Order Confirmation Series
Cross Sell / Upsell - Recommendations
Post-Purchase Process
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%
Satisfaction / Product Reviews / Bounceback /
Replenishment
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
6X+
Better
Surv
ey
perfo
rms
over
20%
bette
r…
Product Review Email14% 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.
Review Posted: Recommendations
Review
Recommendations based on
segmentation
Reminders…almost out of stock
Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
Average Order Value is 53% HIGHER
Purchase Anniversary / Birthday
Happy Birthday
• 52% Open Rate
• 13.8% CTR
• 10% higher conversion rate
10% off good for one month
2009 Birthday Campaign Indexed Results…
Almost
25X
better…
Purchase Anniversary
15% higher conversion rate than average from broadcast messages
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!
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
Selected Partners
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
Contact Information
• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald
www.silverpop.comTwitter: @Silverpop
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