Triggered Emails Right Message Right Time
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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.
- 3. Broadcast & Triggers Complement
- 4. Low Volume, High ROI 4.1% Triggered Campaigns Volume of Emails sent Sales Generated 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns
- 5. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?
- 6. Agenda
- 7. Welcome
- 8. Welcome emails may be the most important email your company sends.
- 9. Welcome Emails: Goals and Purpose Goals Purpose Speed up conversion Minimize list churn Strengthen brand perception Reduce inactivity Educate subscriber Reward/Incent Instill/reinforce trust Enable immediate “email experience” Provide administrative information/tools Set expectations
- 11. Suppress regular emails
- 12. Transactional OK
- 13. Move to a series3-part series Immediate Immediate Email # 1 3-7 days Email # 2 Stand alone Email # 3 7-14 days
- 15. Tafford #1 Welcome to the Tafford Community
- 16. Tafford #2 Three Reasons You Will Love Tafford + A Special Offer
- 17. Tafford #3 Personalize Your Tafford Experience
- 18. 2009 Welcome Series Indexed Results… Welcome #1 Performs 6X Better!
- 19. Pre-to-Post “Transactional 2.0”
- 20. Think beyond just this…
- 21. To Pre- to Post-Purchase Emails Right time, right message!
- 22. Pre-to-Post “Transactional” - Cart/Browse Abandonment (Recovery)
- 23. Multiple Opportunities in the Funnel
- 25. 57% click to purchase conversion
- 26. Earns $2.18 per email deployed.
- 28. Following up with abandoners by email yields 25% or more conversion rates.
- 29. Cart Abandonment - Reminder
- 30. Cart Abandonment w/ Discount CTR 350% higher 50% higher conversion rate than broadcast
- 31. Did You Forget Something?
- 32. A Special Offer To Return To Tafford
- 33. 2009 Abandoned Cart Indexed Results…
- 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
- 37. A service email stating their transaction did not complete
- 38. Use your transaction confirmation as a model
- 39. May not be ready to buy yet
- 42. Start with service tone
- 43. Test timing and discounts
- 45. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%
- 46. Cross Sell / Upsell Best Practice: Recommend accessory items or complementary items for each product in cart
- 47. Pre-to-Post “Transactional” - Post Purchase
- 48. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think
- 49. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, Rate the Tafford products you purchased
- 50. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, A Special Thank You Offer from Tafford
- 51. Post Purchase Lifecycle Indexed Results 6X+ Better Survey performs over 20% better…
- 53. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.
- 54. Products Review Notification 12% of those clicking on this email go directly to make another purchase.
- 55. Recommendations Review Recommendations based on segmentation
- 59. Nearly 3X avg
- 60. 18.5% CTR
- 61. 3X avg
- 62. 7.5% higher AOV than overall average
- 64. Purchase Anniversary / Birthday
- 66. 13.8% CTR
- 68. 2009 Birthday CampaignIndexed Results… Almost 25X better…
- 69. Purchase Anniversary 15% higher conversion rate than average from broadcast messages
- 70. Low Volume/High ROI Triggered Emails: 3-5% of email volume 45% of profits Travel Site 4% of email volume 40% of email revenues Ecommerce Site
- 72. Resources / Q & A
- 74. Email marketing
- 76. Share-to-social
- 77. Send Time Optimization
- 78. Landing pages
- 79. Surveys
- 80. SMS
- 82. Q & A and Contact Information Loren McDonald, Silverpop VP, Industry Relations lmcdonald@silverpop.com Twitter: @Silverpop @LorenMcDonald www.silverpop.com
- 83. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com
Notas do Editor
- 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