Triggered Email Pre to Post Purchase Emails Shop.org
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This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.
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Triggered Email Pre to Post Purchase Emails Shop.org
- 1. Pre- to Post-Purchase Triggered Emails Shop.org Big Idea SessionTransactional Email 2.0: Think Beyond the Purchase Loren McDonald, Silverpop September 29, 2010
- 2. Goal for Today: Think Differently
- 3. Think beyond just this…
- 4. To Pre- to Post-Purchase Emails Right time, right message!
- 6. “Set it and forget it”
- 10. Revenue Opportunity Cart / Browse Abandonment
- 11. Multiple Opportunities in the Funnel
- 12. Average cart abandonment rate 71% Source: SeeWhy
- 13. Following up with abandoners by email can yield 25% or more conversion rates.
- 14. Cart Abandonment Recovery Email Programs: Percentage of Email Revenue 70% 50% 12% 10% 30% 25% 25% 20% 20% 5% 5% 4% 2% 2% 1% 1% 0.50%
- 15. What about you?
- 16. In Your Face…vs…
- 17. …Subtle and service oriented
- 19. Cart Abandonment w/ Discount CTR 350% higher 50% higher conversion rate than broadcast
- 20. Did You Forget Something?
- 21. A Special Offer To Return To Tafford
- 22. 2009 Abandoned Cart Indexed Results…
- 23. 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.
- 25. Service tone
- 26. “Human”• 50% conversion rate
- 27. Multiple Follow Ups Source: SeeWhy
- 30. 57% click to purchase conversion
- 31. Earns $2.18 per email deployed
- 34. Product Categories - Better
- 35. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%
- 36. Cross Sell / Upsell - Recommendations
- 39. Satisfaction / Product Reviews / Bounceback / Replenishment
- 40. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, A Special Thank You Offer from Tafford
- 41. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think
- 42. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, Rate the Tafford products you purchased
- 43. Post Purchase Lifecycle Indexed Results 6X+ Better Survey performs over 20% better…
- 44. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.
- 45. Products Review Notification 12% of those clicking on this email go directly to make another purchase.
- 46. Review Posted: Recommendations Review Recommendations based on segmentation
- 47. Reminders…almost out of stock Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER
- 48. Purchase Anniversary / Birthday
- 50. 13.8% CTR
- 52. 2009 Birthday CampaignIndexed Results… Almost 25X better…
- 53. Purchase Anniversary 15% higher conversion rate than average from broadcast messages
- 55. Get ownership of transactional emails
- 56. Leverage other technologies
- 57. Quick win (birthday, bounceback, etc)
- 58. Focus on cart abandonment recovery
- 59. Continuously refine and add new triggers
- 61. Email marketing
- 63. Share-to-social
- 64. Send Time Optimization
- 65. Landing pages
- 66. Surveys
- 67. SMS
- 69. Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/Silverpop
- 70. Contact Information Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald www.silverpop.com Twitter: @Silverpop
Notas del editor
- 0.7% of product views convert to orders8% of cart additions convert to orders
- We recommend a more subtle, service-oriented approach – while this might be successful, it has the potential to put off subscribers with its over-the-top aggressive tone.
- A very poor transactional email form Tiffany:No HTML, eg, no color, good layout, tables, fonts, etc- No branding- No cross sell
- 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