This document discusses using transactional emails at different points of the customer journey to improve engagement and sales. It recommends sending welcome emails as a series to onboard new subscribers. It also recommends sending emails to customers who abandon their cart with discounts and reminders. Additionally, it suggests sending post-purchase emails like order confirmations, reviews requests, and purchase anniversary emails to encourage repeat purchases. Transactional emails can generate a high return on investment, with some generating over 40% of website profits and revenues from only a small percentage of total email volume. Personalizing emails based on purchase behavior and timing them appropriately is important for conversion.
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Triggered Emails Right Message Right Time
1. Delivering the “Right Message at the Right Time” @LorenMcDonald @Silverpop lmcdonald@silverpop.com
2. Relevant Emails Rock! 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.
34. Abandon Cart Emails 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.
35. Grad Images: Three stage campaign Immediate 23 hrs after 120 hrs after Email delivery via Silverpop Transact real time transactional API
82. Q & A and Contact Information Loren McDonald, Silverpop VP, Industry Relations lmcdonald@silverpop.com Twitter: @Silverpop @LorenMcDonald www.silverpop.com
crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns. Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both top line and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005
It is not just about how social media has changed our approach but now because of lack of trust about coordinating across multiple channels both digitally and offline
0.7% of product views convert to orders8% of cart additions convert to orders
- 60% Open Rate (Nearly 200% higher than our broadcast average)- 18.5% Click through rate (More than 200% higher than our broadcast average)- 7.5% higher average order value than overall average- 60% higher conversion rate than overall average
52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value