Nurture Registrants with

Triggered Email Follow-up

wschnabel@silverpop.com

Twitter: @wschnabel

Will Schnabel

VP Business Development, Silverpop

Silverpop

• 1400+ customers, 2000+ brands

• Email Marketing and Marketing Automation

• CRM and Web Analytics • CRM and Web Analytics Integration

• +2B messages per month

• Renewal rates and client satisfaction: +90%

• Overall Deliverability: 96%

Goal for Today:

Understand the opportunity to

use trigger-based email use trigger-based email

programs based on an

understanding of consumers

web activity to boost revenues

Think beyond just this…

…To Triggered Lifecycle ProgramsPre-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

• Upgrades

Right time, right message!

Relevancy is King!

$222,970 $228,754

$401,942

$300,000

$400,000

$500,000

$45,600

$5,155

$76,668 $83,419

$162,631

$0

$100,000

$200,000

Broadcast Life cycle Targeted Website Activity

Monthly revenue Monthly net profit

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.

Email Marketing

• Sophisticated applications

• Easy to use

Right Message Right Place Right Time

The Challenge…

Trigger-based approach

Low Volume, High ROI

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

59.8 %Batch Campaigns

40.2%TriggeredCampaigns

95.9 %Batch Campaigns

Question is notwhat is the

optimum frequency, but how

do we send more relevant

emails, more often, with fewer

resources?

Welcome Campaigns

Cart / Browse Abandonment

B2B Lead Nurturing

Triggered Email Programs Opportunities

Abandonment

Purchase / Transactional

Post-Purchase

Nurturing

Welcome Programs:

May be the most important email May be the most important email

your company sends

Welcome Emails: Goals and Purpose

Goals

• Speed up conversion

• Minimize list churn

• Strengthen brand

Purpose

• Educate subscriber

• Reward/Incent

• Instill/reinforce trust• Strengthen brand

perception

• Reduce inactivity

• Instill/reinforce trust

• Enable immediate “email

experience”

• Provide administrative

information/tools

• Set expectations

Single

Welcome

Email

Immediate

ResponseResponse

Welcome to the Tafford

Community

Series #1

Three Reasons You Will Love

Tafford + A Special Offer

Series #2

Personalize Your Tafford

Experience

Series #3

2009 Welcome Series Indexed Results…

Cart / Browse AbandonmentCart / Browse Abandonment

Multiple Opportunities in the Funnel

Average cart

abandonment rate

60-70%

Following up with abandoners by email can yield

25%25% or more conversion rates.

In Your Face…vs…

…Subtle

and service

oriented

Did You

Forget

Something?

A Special

Offer To

Return To

Tafford

•25% conversion on cart

abandoners.

•Cart program accounts

for almost 1/3 of TOTAL

Abandoned Cart Emails

for almost 1/3 of TOTAL

yearly email sales

•First and most effective

in the series sent within

hours after

abandonment.

Results – compared to promotional emails

Abandoned

Cart Emails

Promotional

Emails Comparison

Open Rate 37% 8% 4.6xOpen Rate 37% 8% 4.6x

Click-through rate

41% 14% 2.9x

Conversion rate 20% 5% 4x

Sales/email $7.46 $.08 97x

Source: Silverpop Client

Purchase ProcessPurchase Process

(Order confirmation, shipping)

Missed Opportunity!

Cross Sell / Upsell- Recommendations

Best Practice:

Recommend accessory items

or complementary items for or complementary items for

each product in cart

Demand from

Order Confirmation

Series emails grew

41.5% from 2008

Order Confirmation Email Series

to 2009.

Open rates range

45%-50%

Post PurchasePost Purchase

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%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%

Fred, A

Special

Thank-You

Offer From

Tafford

Tafford

Customer

Survey - Tell

Us What You

ThinkTaffordThink

Fred, Rate the

Tafford

products you products you

purchased

Fred, A

Special

Thank-You

Offer From

Tafford

Tafford

Customer

Survey - Tell

Us What You

Think

Fred, A

Special Thank

You Offer

from TaffordTaffordThink

14% of those

who click

place another

order

Product Review Email

Second

highest

conversion

rate next to

Abandon Cart

emails.

Product Review Notification

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

Bounceback / Thanks

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 / BirthdayPurchase Anniversary / Birthday

10% off good

for one month

2009 Birthday Campaign Results…

Purchase Anniversary

15% higher conversion

rate than average from

broadcast messages

Low Volume/High ROI

Triggered Emails:

3-5% of email volume =

45% of profits45% of profitsTravel Site

4% of email volume =

40% of email revenuesEcommerce Site

So, what else is new in Email So, what else is new in Email

Marketing?

Traditional Email Marketing

3.0

3.5

4.0

4.5

Campaign Results

0.0

0.5

1.0

1.5

2.0

2.5

3.0

Campaign

#1

Campaign

#1

Campaign

#3

Campaign

#4

Campaign

#5

Sale

s

3.0

3.5

4.0

4.5

Campaign Results

The Problem Marketers Face

1st-TimeCustomers

Subscribers / Visitors

Sale

s

0.0

0.5

1.0

1.5

2.0

2.5

3.0

Campaign

#1

Campaign

#2

Campaign

#3

Campaign

#4

Campaign

#5

LoyalCustomers

RepeatCustomers

Customers

UnengagedCustomers

The New Wave in Email Marketing

Traditional Segmentation• Geographic

– Region

– Population Density

• Demographic– Age

Segmentation 2.0• Traditional Segmentation plus

Real-Time elements including…

• Purchase Behavior– Last purchase date

– Number of purchases– Age

– Gender

– Income

• Psychosocial– Social Class

– Lifestyle

• RFM Analysis– Recency

– Frequency

– Monetary

– Number of purchases

– Purchase value

• Web Behavior– Visited your website

– Viewed a product page

– Submitted a web form

– Accessed your online resources

• Social Behavior– Shared your message with others

• Email Behavior– Clicked an email link

Welcome Campaigns

1st Purchase Campaigns

Repeat Purchase

Campaigns

Loyalty Campaigns

Reengagement Campaigns

Marketing with Segmentation 2.0

Subscribers / Visitors

1st TimeCustomers

RepeatCustomers

Unengaged Customers

100 300 400 600 -400-200

LoyalCustomers

Put Segmentation 2.0 to Work for You…

ProgramsDesign intelligent, multi-track campaigns

Contact ScoringCreate your own custom segmentation model.

Design intelligent, multi-track campaigns that run and manage themselves.

AlertsTrigger instant customer satisfaction and service notifications.

Dynamic ContentSend highly relevant, one-to-one messages.

Share to Social

#1 Insert Social Network Link in Email

#2 Clicking link takes recipients to social

network to complete sharing process

#3 All the recipients friend will now be

notified via Facebook of the share!

Best time to send?

Right Message, Right Time

Send Time Optimization

75% increase in revenue

2X conversion rate

30% increase in number of orders per program

50% increase in open rates

22% lift in conversion rates

Now if you are a B2B Marketer…Now if you are a B2B Marketer…

Plugging the Leaky Funnel

Plugging the Leaky Funnel

Nurturing Infrastructure

Nurturing Infrastructure Lead Lead Lead Lead CapturingCapturingCapturingCapturing

Nurturing Infrastructure

Lead AssessmentLead AssessmentLead AssessmentLead Assessment& Scoring& Scoring& Scoring& Scoring

Nurturing Infrastructure

Lead Lead Lead Lead Routing Routing Routing Routing to Salesto Salesto Salesto Sales

Nurturing Infrastructure

LeadLeadLeadLeadNurturing Nurturing Nurturing Nurturing

& Reporting& Reporting& Reporting& Reporting

Progressive profiling – Dating

1111stststst

contactcontactcontactcontact

2222ndndndnd/3/3/3/3rdrdrdrd

contactcontactcontactcontact

Source:MarketingSherpa and KnowledgeStorm,

“Connecting Through Content"

contactcontactcontactcontact

later later later later contact + contact + contact + contact + behavioralbehavioralbehavioralbehavioral

Develop programs/offers that align with

where prospects are in their buying process

•Assessments•Assessments

•Consultations

•Custom demos

•Seminars

•Quotations

Late

•Info kits

•How-to guides

•White papers

Early

•Case studies

•Decision tools

•Webinars

Middle

Source: AcquireB2B

Campaign Type

Inquiry Consideration-MQL

Evaluation -SAL

Selection-SQL

Post-Purchase

Win/Loss

Marketing Nurturing

Sales Acceleration

Nurture Campaign Planning

Education, Offers, Events, WPs

Client Success, Exec Breakfasts, Promotions

Longer Term Awareness

Remarketing

Customer Retention and Growth

Periodic Drip Campaigns, Newsletters,

Cust Sat, Up-sell

Re-engagement campaigns

Promotions

Source: Annuitas Group, Silverpop

When should sales pounce?

Integrated Lead Scoring

A, 600

Lead Breakdown

B, 2000

C, 2500D, 6500

CRM Integration

B2B Lead Nurturing Success

• Increased No. of New Leads Generated

through existing demand gen activities

• Increased No. of qualified leads sent to sales

400%

5x• Increased No. of qualified leads sent to sales

• Improved Sales Close Rates

• Reduced Cost per Sale

5x

2x

25%

SummarySummary

� Highly relevant to

individual or buying

stage

Triggered Email Program Benefits

� Based on web activities

� “Set it and forget it”

� Incremental Revenue

Key Takeaways

�Determine revenue opportunity from triggered

programs

�Get ownership of transactional emails

�Quick wins (birthday, bounceback, nurture, etc)

� If selling online, focus on cart abandonment

recovery

� Continuously refine and add new triggers

�Watch the dollars roll in!

Resources

• Resource Center

– White papers

– Webinars

– Blogs– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Thank you!

wschnabel@silverpop.com

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.comwww.silverpop.com