Prioritizing Which Email Innovations to Pursue
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Cart Abandonment Email Marketing Silverpop Adobe
- 1. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tamara Gaffney | Sr. Product Marketing Manager , Adobe Lisa Moling | E-marketing Manager, DEMCO Case Study: How DEMCO Recaptures Revenue through Email
- 2. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 2 Introduction to DEMCO 4 Implementation Process 5 Results 2 3 Developing a Plan / Considerations 1 Introduction to the Adobe Online Marketing Suite 6 Lessons Learned & Takeaways
- 3. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe® Online Marketing Suite Bring together data from multiple systems into one integrated platform. Leverage flexible and open architecture to extend core capabilities. Provide insight into consumer behavior across channels. Optimize ad spend across and within channels. Deliver engaging, relevant experiences that drive conversion. Include industry best practices and implementation support. 3 An integrated collection of products that allows marketers to optimize their online marketing.
- 4. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Online Marketing Suite 4 PRODUCTS Platform Analytics Multi-Source Enterprise Online Internet SOLUTIONS Retail Media & Entertainment Financial Services B2B High Tech Travel & Hospitality Conversion Optimization Audience Optimization Advertising Optimization SiteCatalyst Discover InsightSurveySocialAnalytics Genesis DataWarehouseDigitalPuls e Optimization Search & PromoteScene 7 RecommendationsTest&TargetSearchCenter + Publis h Demdex
- 5. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study: DEMCO 5 Challenge Quick development and deployment of remarketing email campaign with limited staff and resources in less than a year. Solution Combine Adobe SiteCatalyst, Adobe Genesis and Silverpop® Engage to automate email remarketing program. Results • Implemented Adobe integration within 4 weeks • 24% conversion rate • Avg. $7.46 in lost revenue recaptured per conversion • Unsubscribe rates less than 0.2%
- 6. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Do you deploy cart recovery emails? Still quite a few who have not deployed this email remarketing technique. 6
- 7. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 1 Introduction to the Adobe® Online Marketing Suite 7 2 Introduction to DEMCO 4 Implementation Process 5 Results 3 Developing a Plan / Considerations 6 Lessons Learned & Takeaways
- 8. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Presenter Lisa Moling, E-Marketing Manager Develop & implement e-marketing programs including email marketing, online promotions, web analysis, paid search, social and CRM Over 15 years online and direct marketing experience in diverse industries including tourism, insurance and industrial safety. 8 About DEMCO Based in Madison, WI Sell library supplies Originally a catalog company Now web is a primary order source B2B, but respond like consumers
- 9. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 1 Introduction to the Adobe Online Marketing Suite 9 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways 2 Introduction to DEMCO 3 Developing a Plan / Considerations
- 10. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Challenges and Opportunities What is your cart abandoned rate? DEMCO below average at 30% Will it be worthwhile to automate abandoned cart triggered email program opportunity to recover lost revenue? DEMCO did the math and decided YES! 10 Actually Challenge = Opportunity!
- 11. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Step 1: Develop a Strategic Email Plan More sophisticated and targeted email program – increased relevancy! Promotional Emails “Push” info to customers • New products • Sales prices • New catalogs • Purchase incentives • Contests/giveaways • Info tips • Trade show pre- promotion Triggered Emails Response to customer action, prompt an action, close the loop • Requested a catalog • Signed up for emails • Abandoned a shopping cart • Made a first purchase • Requested a sample • Attended a workshop • Requested a quote +
- 12. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Step 2: Assess capabilities & articulate goals 12 • “Batch & Blast” emails via a small business email service provider. • Using Adobe SiteCatalyst • Read research studies which demonstrated conversion rates on abandoned cart emails could be 4-6x conversion rate of a “regular” email Current Capabilities • Increase sales by optimizing conversions – Identify and market to cart abandons • Free up manpower by automating routine tasks - API integration allow us to automate opt-outs/opt-ins from our email system to our business system • Track Revenue per Send - New email service provider could integrate with web analytics so we could track email sales Program Goals Gap analysis demonstrated that we needed to search for a new ESP
- 13. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Open Shopping Carts Program Strategy Send an email that will prompt them to check out their order within a limited timeframe. Place order within the next week and will receive tiered promo or a free gift--test which gets better conversion. Qty 25,000 Open rate 60% Opens 15,000 CTR 40% Clicks 6,000 Potential RR 15% Orders 900 AOV $215 Potential Sales $193,500 Sales/Email $7.72 Step 3: Develop the Offer 13 Develop Offer and Estimate Incremental Revenue Analysis demonstrates potential huge revenue win.
- 14. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q3/Q4 2008 2009 2010 Sales Triggered Emails $500,000 $750,000 $1,000,000 Cost (ESP, Analytics Integration, etc.) $50,000 $55,000 $55,000 Revenue/Email Spend $10 $14 $18 Step 4: Demonstrate the ROI 14 Expecting ROI Positive in year 1!
- 15. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Message # Days after cart filled Message Offer A 1 Courtesy reminder – you still have items in your shopping cart None B 3 Important notice – we have reserved these items for you None C 5 Special offer Free tote with offer Step 5: Develop Creative Strategy 15 Started with a 3-step messaging approach…
- 16. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Message A – 1 day after
- 17. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Message B – 3 days after
- 18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Message C – 5 days after
- 19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What about the “big brother” theory? Timing Send out emails next day after cart is abandoned IT programming – what was feasible Market we serve – libraries & teachers Unsubscribe rates less than 0.2% 19
- 20. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 1 Introduction to the Adobe Online Marketing Suite 5 Results 3 Developing a Plan / Considerations 6 Lessons Learned & Takeaways 2 Introduction to DEMCO 4 Implementation Process
- 21. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How do the systems work together? Launch promotional email System: Silverpop Go to demco.com System: Adobe (Genesis) Launch abandoned cart email System: Silverpop Data feeds: • Abandoned cart date • Product purchase date • Product IDs • Shopping cart URL (business system) Web visitors (from search, bookmarks, etc.) Go to demco.com Sign in & save cart Launch abandoned cart email System: Silverpop Data feeds: • Abandoned cart date • Shopping cart URL (business system)
- 22. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Timeline 11 months start to finish 22 Develop email plan Research Email Service Providers (ongoing since fall) Sign new contract ESP & Adobe Genesis integration Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Sell internally Get approval Start w/new ESP 22 IT programming - Changes to cookie, cart ID in URL, carts from signing in Creative development Create triggered rules & testing
- 23. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 1 Introduction to the Adobe Online Marketing Suite 23 3 Developing a Plan / Considerations 6 Lessons Learned & Takeaways 2 Introduction to DEMCO 4 Implementation Process 5 Results
- 24. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cart Email A Day 1 Cart Email B Day 3 Cart Email C Day 5 AVERAGE 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 Step 5: Analyze Results & Determine Follow-up Cadence Conversion rate is just as high on the first email as it is on the last email – without an offer
- 25. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results: Compared to Promotional Emails These relevant and timely emails had significant results! Abandoned Cart Emails All Promotional Emails Comparison Open Rate 37% 8% 4.6x Click-through rate 41% 14% 2.9x Conversion rate 20% 5% 4.0x Sales/email $7.46 $.08 97x
- 26. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results: Abandoned Cart vs. Broadcast Emails High % of sales relative to volume Relative Volume Abandon Cart Emails 0.3% Promotional Emails 99.7% Relative Sales Abandon Cart Emails 18.6% Promotional Emails 81.4%
- 27. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda 1 Introduction to the Adobe Online Marketing Suite 3 Developing a Plan / Considerations 5 Results 2 Introduction to DEMCO 4 Implementation Process 6 Lessons Learned & Takeaways
- 28. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Lessons Learned Add in other abandons, not just those triggered by email Added an opt-out flag for abandoned carts only Don’t say “we’re going to empty your cart!”
- 29. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Testing & potential improvements List the products in the email, with thumbnails Testing offers ($ off, % off, different free gift) Testing timing of offers (# of days, # of emails)
- 30. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways 1. Create your overall marketing plan 2. Build an ROI case 3. Use an email service provider that integrates with Omniture Develop a Plan 4. See if you can identify other sources of conversion loss aside from email initiated (signed in, save cart, started order) 5. Go through ESP & integration processes 6. Work with IT group on finishing touches 7. Develop creative 8. Test, test, test Launch 9. Measure results 10. Identify improvement areas 11. Expand to new areas of conversion optimization Measure, Improve, Expand
- 31. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Capturing Lost Revenue 31 Don’t let sales and customers slip away! Email Remarketing can capture revenue you missed the first time.
- 32. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&A 32
- 33. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
