Email: Triggered & Targeting

How Getting Personal Increases Conversions

Presented By:

Carolyn Nye

Director, Digital Interactive Group

USADATA

Email: Triggered & Targeting

How Getting Personal Increases Conversions

Presented By:

Carolyn Nye

Director, Digital Interactive Group

USADATA

Triggered Campaigns

• What is a Triggered Campaign?– An event-driven triggered email is automatically launched based

on a specific business rule criteria. These may be a behavior the customer has taken or as a result of time/date sensitive information.

• Why Triggered campaigns?– Triggered campaigns typically have much higher open and

response rates then normal promotional emails.– Customers are more engaged since the trigger is based off of an

action that was recently taken.– Information is highly relevant to what the customer is doing or

thinking about. – “Set it and forget it” Triggered campaigns require much less day

to day management then traditional thrust campaigns.

Triggered Campaigns• Challenges & Struggles

– Understanding your own customers behavior

– The technical implementation of triggered campaigns. Evaluating if the effort is worth the results

– Measuring a shift in behavior vs. true incremental sales on triggered campaigns

• Recipe for Success– Use timely & relevant information– Engage your customers interests– Create a sense of urgency. Use great offers

when applicable • Tips to Remember

– A triggered campaign will only be as successful as your ability to capture the customers email address and present valid, up to date information. There will always be a high percentage of customers who you cannot communicate via triggered strategies.

– Always follow CAN SPAM guidelines when thinking through any triggered program.

Types of Triggered Emails

Diversified Email Program Diversified Email Program

Examples of Triggered & Personalized Emails

• Abandon Cart : S&S Worldwide

• Order Confirmation Series: S&S Worldwide

• Happy Birthday: Mr. Chewy

• Product Review: S&S Worldwide

• Catalog Requests & Site Abandonment: S&S Worldwide

• B2B: USADATA

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.

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

Abandon Cart Emails

Remarketing: After the OrderOpportunity for Triggered Emails at Every Step

Order Confirmation Series

Order Confirmation Series

Demand from Order Confirmation Series emails grew 41.5% in one year.

Open rates range 45%-50%

People keep order confirmations in their inbox to refer to at a later date.

Demand from Order Confirmation Series emails grew 41.5% in one year.

Open rates range 45%-50%

People keep order confirmations in their inbox to refer to at a later date.

Client Example: Mr. Chewy Happy Birthday to Your Pet

Personalized:

- Dog & Cat Version

- Name of animal

- Subject line personalization

Triggered:

- Sent on the date of the animal’s birthday

Personalized:

- Dog & Cat Version

- Name of animal

- Subject line personalization

Triggered:

- Sent on the date of the animal’s birthday

Product Review Email

14% of those who click place another order

Second highest conversion rate next to Abandon Cart emails for S&S.

14% of those who click place another order

Second highest conversion rate next to Abandon Cart emails for S&S.

Products Review Notification

12% of those clicking on this email go directly to make another purchase.

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

Increase responsiveness of catalog shoppers and profitability of catalog request program

Recommendations/Abandon Site Email Recommendations/Abandon Site Email

Results:

• 40% open rate

• 57% click to purchase conversion

•Earns $2.18 per email deployed.

•Earned $127.70 per email clicked.

Results:

• 40% open rate

• 57% click to purchase conversion

•Earns $2.18 per email deployed.

•Earned $127.70 per email clicked.

Other Abandon Programs (Forms, Search, Browse)

• Depending on your business model and customer behavior on your site you can apply the same logic from a successful Abandon Cart Program to other ‘abandon’ programs.

• Examples include:– Abandoned a form or registration

process– Abandoned a session when

searching or browsing on your website

Example of B2B Triggered: USADATA

Saved List Count Emails for USADATA:

- This email is sent while after someone visits our site and explores our SL360 list processing application.

- We send an instant reminder as well as a series spaced out after the initial email reminder.

Saved List Count Emails for USADATA:

- This email is sent while after someone visits our site and explores our SL360 list processing application.

- We send an instant reminder as well as a series spaced out after the initial email reminder.

B2B Triggered EmailsSaved List Count Emails for USADATA:

- Email is personalized with name and unique URL to retrieve Saved List (Similar to an Abandon Cart Email)

- Conversion rates typically 30-40%

- Sent at longer increments then an abandon cart email since buying pattern and cycle is vastly different then B2C behaviors.

Saved List Count Emails for USADATA:

- Email is personalized with name and unique URL to retrieve Saved List (Similar to an Abandon Cart Email)

- Conversion rates typically 30-40%

- Sent at longer increments then an abandon cart email since buying pattern and cycle is vastly different then B2C behaviors.

Delivering Triggered &

Personalized Messages adds up!

Contact Information / Q&A

Carolyn Nye

Director, Digital Interactive Group– USADATA

• 292 Madison Ave • New York, NY

– cnye@usadata.com– 212-324-6239