“For repeat shoppers, e-mail is the most effective sales influencer: Nearly a third of purchases from repeat customers initiated with an e-mail. As such, businesses should up their efforts to collect e-mail addresses, and tailor their e-mail marketing messages to each recipients’ device and prior purchase behavior. “ Forrester 2012

Driving Loyalty and Customer Acquisition through Triggered Messaging

Matt McClelland – Channel ManagerMike Austin – CEO Triggered Messaging

Driving Loyalty and Customer Acquisition through Triggered Messaging

Agenda – take homes from today

• Start really simple• Take off your marketing hat• Look at what your competitors are doing• Catch them while on the brain

Why Triggered Email Programmes?

• JetBlue got:– 1640% more revenue per email– 170% higher clickthrough rate

"Ecommerce businesses should concentrate more of their efforts on traditional online marketing tactics like search and e-mail than social media. That’s the conclusion of a Forrester study released Tuesday, which examined 77,000 online transactions made between April 1 and April 14. The study found that less than 1% of them could be traced back to social networks like Facebook or Pinterest”

Forrester 2012

Buyers have lots of channels…

The Digital Marketing Experts 6

Blogging

Viral Content

Customization

Advergaming

Message Boards

Online Community

Quizzes

Podcast

Expert Tips

Digital DownloadsE-news

Search

E-Commerce

YouTube Online Community

Social Networking

dotMailer Trial Account

Begin at the Beginning

• Just start. Pick a simple program and get it working

• Get experts to help you Test and optimise• Leave it working..

A good place to start

• Cart Abandonment. 65% of carts are abandoned. Of these, only around 2% of first time purchasers will ever come back

• Real-time messaging can recover around 20% of those abandoned carts.

Case study - cart abandonment

• An online clothing store

• System showed around 47% of carts being abandoned

• With a number of triggers, revenue driven by email increased

from 5% to 18%

Case study - cart abandonment

• Messages sent 3 hours after an abandonment

• Without incentive, recovered 18% of abandoned sales

• Incentivized offer increased conversion to 21%

A good place to start

• *** Increases your sales by up to 30% ****• Non-real-time is 10x less effective than

messages within 1 hour• Simple to implement.

Cart Recovery Best Practices

• Test what makes your customers more responsive:

– test times after abandon– test different incentives (mindful of the cost and margin)– test multiple triggers– test subject lines

"What are the biggest email marketing challenges you expect to face in the next two years?” (forrester 2012)

• 69.9% unsubscribers do so because the email contains no relevant products

• Open rates are 20% higher for segmented vs non-segmented emails - MarketingSherpa

Automated Segmentation is key

Simple Segmentation Example

• Content Variation depending on choice

• Part of welcome programme

• Improvements in open, click through, conversion

Post Sale messages

• Bed Retailer example• Purchasing decision reaffirmed• Brand affinity as continually informed• automated Personal approach

Transaction-based Triggers

• What are transaction-based triggers? Are they for retention for upsell?

• How do you target:– past customers ?– people who've abandoned their cart?– people who have browsed products?

• Automation is key. • Transactional data

Further Programmes

• When ready, move up to programmes like these to optimize the lifetime value of these customers:

• Browsed but didn’t buy• Form abandonment• Post-purchase review request• Implied interests - browsed product of type (X)• Upsell - purchased product of type (x) - now sell

them (y)• Replenishment

Summary

• Start Simple - just one triggered programme• Automate everything• Work with Experts• Load Transactional data into your ESP• Expand programmes at a rate that you can manage• Test and Measure