Cart Abandonment Email Marketing Silverpop Adobe
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Email marketing presentation with Adobe at the Silverpop Summit. "How Demco Recaptures Revenue through Email"
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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.
Notas do Editor
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- Marketers now need technology solutions that can help them succeed at marketing optimization across all channels for customer engagement. This is no small task, but technologies are available today that can bring this goal well within reach. First, however, transforming online marketing requires a strategic shift toward online business optimization. The trends and the key business objectives relevant to our customers point to the need for an online marketing suite in order make informed business decisions and optimize online marketing initiatives. By bringing together data from multiple systems into one integrated platform, marketers have the ability to pull in data into one common platform architecture that can make help these informed real-time decisions based on data. Pre-built integrations into other systems and the ability to develop and extend an online marketing suite allows marketers the ability to bring data in and out. Integrations in other systems such as Email, Ad Serving, and CRM allow marketers to leverage a flexible and open architecture to extend core capabilities. Marketers need to have the ability to make real-time decision online marketing decisions based on consumer behavior across channels. These consumer insights are critical to make adjustments across web, mobile, social, and digital video channels. Based on these insights the need to know which channel or channels are providing the maximum ROI. An online marketing suite can help optimize ad spend across and within channels. With consumers interacting with various devices and channels, marketers must deliver engaging, relevant experiences that drive conversion. Technology and Products deployed and implemented out of the box will not help marketers achieve their key business objectives. A crucial step when looking at an online marketing suite is looking at a comprehensive set solutions. Each industry and each customer is different and an online marketing suite must also include industry best practices and implementation support.
- 1st build : Platform (click until Internet and Enterprise display) The platform is the base layer that does all of the data collection, management and what measures our 1.24 trillion transactions/quarter. Adobe offers an open analytics platform, that brings in data from both the internet and internal enterprise systems We provide you tools to simplify the collection of data and manage it on the platform and provide tag management capabilities. We also provide you the ability to access that data easily with Genesis API’s and integrate into your business systems Every click and every interaction with your business Platform: The platform layer manages the data. The 1.24 trillion transactions that we process each quarter are housed here, as well as the capabilities to import and export data, to take advantage of our hundreds of pre-built integrations, and to leverage APIs to develop against this data. Internet data represents consumer interactions with web, mobile, social media and video; enterprise data is from customers’ systems such as CRM. 2nd Build : Analytics (click until Online and Multi-Source display) Next we offer the capability to perform real-time analytics on the data. The layer of analytics is about how do I look into the data and extract insight such as what parts of my site or content are performing better and why. The insights realized from the analytics can be reported out to key decision makers across the business You can include data from multiple sources and segment it in a variety of different ways to tease out insights that make your business better Analytics: Our analytics products help make sense of the data through dashboarding, reporting and segmentation capabilities, so our customers can make business decisions based on what’s happening online and across their online marketing initiatives. Products in this layer include SiteCatalyst for online analytics (web, social, mobile and video) and Insight for multi-source analytics, including call center, in-store and other sources of data that help paint a complete picture of how consumers are interacting with our customers’ businesses. 3rd Build: Optimization (click until Advertising, Conversion, and Audience display) Finally, the optimization layer helps our customers take action on their data. For example, it’s one thing to understand that your shopping cart is broken and is showing a poor conversion rate, but the next step is now I need to test some alternatives and take some action on my site to give a better experience to the consumer. The analytics from the data helps enrich the optimization capabilities. We enable you to optimize audiences, advertising and conversion. We allow you to optimize ad spend for advertisers as well as ad inventory for publishers. Optimize the ad buying and selling process. In the Optimization layer, our products help our customers to automate and optimize across three areas: Audience Optimization: is enabled via our Demdex acquisition. Online audience optimization is a critical factor for advertisers and publishers to maximize their online ad investment. There’s a change in the market, where advertisers are shifting from buying content-driven placements to buying specific audiences. Our Audience Optimization capabilities help publishers identify audiences that match the criteria that advertisers are demanding, thus maximizing the value of their ad inventory. Conversely, audience optimization helps advertisers more efficiently spend ad dollars and avoid advertising to audiences that don’t meet their criteria. Lastly, audience optimization delivers more relevant, targeted ads to consumers who benefit from being served ads that align with their interests and affinities. Advertising Optimization: previously, we referred to the products and capabilities in this area as acquisition, but as we focus on the advertising audience specifically, and increase our offerings in this area, it makes sense for us to offer advertising optimization, as it accounts for a broader set of activities for which advertisers are responsible. Advertising optimization products help our customers ensure their advertising spend is optimized (across and within channels) to yield the greatest return. Conversion Optimization: products in this category help convert visitors to customers once they arrive at our customers online business. Products ensure that content is relevant, engaging and helps drive our customers key business metrics, whether it’s a purchase, engagement, a download, form completion, etc. 4th Build – Product Logos display in respective areas 5th Build: Solutions The Solutions layer consists of both products and services which address and help solve the key business issues for our customers. Retail, Media & Entertainment, Financial Services, B2B High Tech, and Travel & Hospitality are five key industries where vertical specific packages are offered through the Industry Marketing and Consulting teams. The products are what we build. Solutions is what we offer our customers to solve the business issues most important to them.
- Challenge Increased competition in the CRM market elevated the need to create a high-impact online experience for each unique visitor and to optimize the sales funnel. Salesforce.com segments its Web site traffic into existing customers and potential customers. For existing customers, the company aims to make the login process as easy as possible. For potential customers, the company’s goal is to educate them about the company’s suite of CRM products, while learning valuable information about a visitor’s preferences for future sales opportunities. Goals Salesforce.com strives to create a high-impact online experience that reinforces and enhances the company’s brand positioning and image. Solution Adobe Online Marketing Suite Including: Adobe SiteCatalyst Adobe Discover Adobe Test&Target Gain insight into the behaviors of visitors to the company’s website and conduct deeper analysis of visitor trends in real-time. Test a variety of content across different levels of the company’s sales and conversion funnel. The company can test the efficacy of specific page designs on the Web site’s paid search landing pages across multiple markets, as well as test combinations of offers and designs to select the messaging that will yield the greatest number of qualified leads. Results US: Increased leads by nearly 25% EMEA: Increased leads by 57% Enhanced customer experience
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- If you have a panel of presenters, multiple presenters or some a new presenter that the audience is not familiar with please add a slide here that describes their titles and roles
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- Perform gap analysis on current capabilities and articulate the goals of the program.
- Mapped out the forecasted sales & cost information Identified when it was realistic to roll out each program
- Mapped out the forecasted sales & cost information
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