delivering increased relevance and revenue with automated emails
TRANSCRIPT
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Delivering Increased Relevance and Revenue with Automated Emails
Loren McDonald – Silverpop
Zack Notes - UncommonGoods
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SpeakersZack Notes• Senior Analyst, UncommonGoods• [email protected]• @zacknotes
Loren McDonald• VP, Industry Relations, Silverpop• [email protected]• @LorenMcDonald
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More of this ^ = more of this ^
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UncommonGoods
Overview and Email Program
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UncommonGoods
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UncommonGoods
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UncommonGoods
Independent B Corp out ofSunset Park in Brooklyn NY
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UncommonGoods EmailThe Early Days: 2005 - 2009
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We had been sending one broadcast email to everyone…
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Instead, we wanted to send more relevant emails to smaller groups of people.
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And we still had plenty of free space on the calendar...
SUN MON TUES WED THU FRI SAT
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Automation Timeline
2009 2010 2011 2012 2013
Confirmation Emails
Welcome Series
Browse Retargeting
Cart Abandonment
Sku Notify
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Welcome Emails
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Welcome Email #1
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Welcome Email #2
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Welcome Email #3
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Welcome Progression – But still generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
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BrowseGenericContent
Ooops
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Or you try to convert them on Alaska Cruise
Alaska offer – w/deadline
Includes current Alaska cruise offer
Includes survey/progressive
form
Includes current Alaska cruise video /
Testimonials
Using Web Tracking – marry browse behavior to email address
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Welcome Learnings/Tips
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Remarketing
Browse, Cart and Process Abandonment,
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Browse – Sniffing Around
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Browse / Cart Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
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Browse Retargeting ProgramA customer views one of the pages under our “for him” category …
Their page view gets logged in Silverpop’s Web Tracking table …
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Browse Retargeting ProgramWe have an automated program keyed off of the Web Tracking table …
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Browse Retargeting ProgramIt triggers this email to the customer…
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Browse Retargeting Program
We have 8 of these, including “For Kids” …and Office
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Next Iteration: SeeWhy “Browse Abandon”
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Thank You!
Wizard / Calculator Abandonment
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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
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Retargeting Learnings/Tips
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Shopping Cart – Close to jumping in …
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Following up with abandoners by email
yields
up to 50% conversion.
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Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAG
E
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
DEMCO Cart Remarketing ResultsConversion rate is just as high on the first email as it is on the last email
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Cart Abandonment
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• Service tone
• Human
• Multiple channel options
•Reassurance
•50% conversion
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Cart Remarketing Learnings/Tips
Prepare for a complex integration
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SKU/Reminder Emails
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Reminders turn customer service into $$$
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Out of Stock = Sku Notify Emails …
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Sku Notify Emails
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Reorder
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Replenishment
Goal: Increase sales of repeat purchases
Timing: Based on a calculation of when product will run out
Results:- 29.4% Open Rate- 3.56% CTR- $0.41 Rev/Email- 9.56% Conversion Rate
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Confirmation/Shipping Emails
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Turning a “thanks” into another purchase
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Order Confirmation
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Order Shipped Notice
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Confirmation Learnings/Tips
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Other: Broadcast Emails and Managing Email Fatigue
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All of these programs are targeting our most
engaged customers. Can’t this be applied to our
broadcast emails as well?
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AgilOneIntegrates with your ESP so you can query the engagement segments.
It’s a reactive system in which customers can move between segments, based on engagement.
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AgilOne’s engagement segments can be used in automated programs as well
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Once you have a developed email program, you need to manage customer fatigue
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Fatigue Management - Tips
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Program Results / Final Thoughts
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Program Stats
Email program Open Rate Conversion Rate
Emails Sent Total Revenue Share
Broadcast 18.1% 1.6% 20,400,000 5.90%
SKU Notify - 23.9% 8,000 0.63%
Confirmation - 2.4% 398,000 0.46%
Cart Remarketing 27.9% 23.1% 11,500 0.27%
Welcome 34.4% 1.4% 149,000 0.27%
Retargeting 41.8% 2.2% 90,000 0.25%
*Time Period: 4/1/13 - 8/19/13
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Sends vs. Revenue
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Final Thoughts/Takeaways
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Q & A / Contact InformationZack Notes• Senior Analyst, UncommonGoods• [email protected]• @zacknotes
Loren McDonald• VP, Industry Relations, Silverpop• [email protected]• @LorenMcDonald