Abandoned shopping carts continue to be a major ecommerce challenge for companies, with the average abandonment rate at roughly 70 percent. As part of an overall move to a more sophisticated trigger-based email marketing approach, DEMCO, a library supplies company, has been able to capture significant "lost" revenue through an automated 3-part cart abandonment email program. In this session presented at Adobe Omniture's 2011 client conference, you’ll learn how DEMCO leveraged their Adobe Omniture Site Catalyst and Silverpop integration to implement a simple, but highly-effective cart recovery program. This session covered: • How to plan for and sell cart abandonment email programs to management and IT • The key best practices in email timing, creative and offers • A step-by-step approach to program implementation - from selling to optimization

1. Capturing Lost Revenue:How to Initiate a Cart Abandonment Email Program Lisa Moling E-Marketing Manager, DEMCO Loren McDonald VP Industry Relations, Silverpop 1

2. 2

3. 3 Leverage Silverpop & Adobe Site Catalyst and recapture lost revenue

4. Agenda 1 About the Presenters 2 Why Cart Abandonment Email Programs? 3 Developing a Plan / Considerations 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways 4

5. 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. 5

6. Presenter 6 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

7. Presenter Loren McDonald, Vice President of Industry Relations Leads industry leadership activities including more than 400 articles on email marketing, blogs, educational sessions and Webinars. 27 years experience in marketing, consulting and strategic planning with executive level positions at Lyris, EmailLabs, USWeb/CKS and Arthur Andersen. eec Marketer of the Year - 2011 7

8. Presenter 8 About Silverpop A leading email marketing / marketing automation provider Email Marketing Marketing Automation Transactional Email Social Connect Send Time Optimization Landing Pages Surveys SMS Adobe Partner

9. Agenda 1 About the Presenters 2 Why Cart Abandonment Email Programs? 3 Developing a Plan / Considerations 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways 9

10. Capturing Lost Revenue 10 Don’t let sales and customers slip away! Email Remarketing can capture revenue you missed the first time.

11. Multiple Opportunities in the Funnel 300+ cart adds that never made it to checkout Only 138 orders actually placed 11 Huge Remarketing Opportunity Huge Remarketing Opportunity – 300+ cart adds that never made it to Checkout, and only 138 actual orders were placed.

12. “60–70%” — Multiple Sources Abandoned Carts, Lost Revenure 12 Up to 70% of Shopping Carts are Abandoned before Checkout

13. Do you deploy cart recovery emails? Still quite a few who have not deployed this email remarketing technique. 13

14. Cart Abandonment Recovery Email Programs: Percentage of Email Revenue 12% 10% 30% 25% 25% 20% 20% 5% 5% 4% 2% 2% 1% 1% 0.50% 70% 50% DEMCO Source: Silverpop Benchmark Study

15. “How much money are YOU leaving on the table?” 15

16. Agenda 1 About the Presenters 2 Why Cart Abandonment Email Programs? 3 Developing a Plan / Considerations 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways 16

17. 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! Actually Challenge = Opportunity! 17

19. Sales prices

20. New catalogs

21. Purchase incentives

22. Contests/giveaways

23. Info tips

24. Trade show pre- promotion+… 18

25. Pre- to Post-Purchase Triggered Email Types Right time, right message!

26. Step 2: Assess capabilities & articulate goals Gap analysis demonstrated that we needed to search for a new ESP 20

27. Step 3: Develop Offer and Estimate Incremental Revenue Analysis demonstrates potential huge revenue win. 21

28. Step 4: Demonstrate the ROI Expecting ROI Positive in year 1! 22

29. Abandoned Carts, Lost Revenure 23 Following up with abandoners by email can yield 25% or more conversion rates

30. Step 5: Develop Creative Strategy Started with a 3-step messaging approach… 24

31. Message A – 1 day after

32. Message B – 3 days after

33. Message C – 5 days after

34. What about the “big brother” theory? Timing Send out emails next day aftercart is abandoned IT programming – what was feasible Market we serve – libraries & teachers Unsubscribe rates less than 0.2% 28

35. In Your Face…vs…

37. “Are you having trouble with your purchase decision?”

41. Product purchase date

42. Product IDs

43. Shopping cart URL (business system)Launch abandoned cart email System: Silverpop Launch abandoned cart email System: Silverpop

44. Timeline 11 months start to finish Sign new contract ESP & Adobe Genesis integration Develop email plan Research Email Service Providers (ongoing since fall) Create triggered rules & testing Jan Launch IT programming - Changes to cookie, cart ID in URL, carts from signing in Creative development Sell internally Get approval Start w/new ESP 33 33

45. Agenda 1 About the Presenters 2 Why Cart Abadonment Email Programs? 3 Developing a Plan / Considerations 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways 34

46. Step 6 & 7: 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

47. Offer incentives on first email? 36 Majority of marketers choose no offer on first email 6% 6% 24% 64%

48. Results: compared to promotional emails These relevant and timely emails had significant results! 37

49. 2009 Abandoned Cart Indexed Results Revenue per email 15x versus broadcast emails

50. Cart vs Broadcast Emails High % of sales relative to volume

51. Agenda 1 About the Presenters 2 Why Cart Abadonment Email Programs? 3 Developing a Plan / Considerations 4 Implementation Process 5 Results 6 Lessons Learned & Takeaways

52. 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!”

53. 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)

54. 11 Key Takeaways Launch Measure, Improve, Expand Develop a Plan Create your overall marketing plan Build an ROI case Use an email service provider that integrates with Omniture See if you can identify other sources of conversion loss aside from email initiated (signed in, save cart, started order) Go through ESP & integration processes Work with IT group on finishing touches Develop creative Test, test, test Measure results Identify improvement areas Expand to new areas of conversion optimization

55. 44 Leverage Silverpop & Adobe Site Catalyst and recapture lost revenue

56. Q&A 45 Stop by booth #XXX For…TBD

57. 46 www.silverpop.com Twitter: @Silverpop Lisa Moling lisam@demco.com Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald

58. 47 Stop by booth in the Partner Showcase