1. Everything you need to know for
cart abandonment email
remarketing success

2. Everything you
always wanted to
know about
cart abandonment
emails*
cart abandonment
Explained by
Lisa Moling
Loren McDonald
*BUT WERE AFRAID TO ASK

3. Speakers
Lisa Moling, E-Marketing Manager, DEMCO
• 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.
Loren McDonald, Vice President of Industry Relations, Silverpop
• Leads industry leadership activities including more than 500 articles
on email marketing, blogs, educational sessions and Webinars.
• 28 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

4. About DEMCO
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

5. About Silverpop

6. Agenda: 5 Categories > 12 Questions
Background
Creative / Business
Incentives Case
Timing / # Data /
of Emails Integration

7. - We started with 25+ questions
- Rehearsed with 19
- Cut to 12 for today

8. 0. Are we cool with what cart
recovery is, why you should do
it, ….?

9. Building the Business Case

10. 1. How do we get the necessary
budget, IT and marketing
resources to make it happen?

11. Assess capabilities & articulate goals
Gap analysis demonstrated that we needed to search for a new ESP
• “Batch & Blast” emails via a small business email service provider.
Current • Using Adobe SiteCatalyst
Capabilities • Read research studies which demonstrated conversion rates on abandoned cart
emails could be 4-6x conversion rate of a “regular” email
• Increase sales by optimizing conversions – Identify and market to cart abandons
• Free up manpower by automating routine tasks - API integration allow us to
Program Goals 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

12. Build Revenue Forecast
Estimate incremental revenue analysis - demonstrates potential
huge revenue win.
Open Shopping Carts Program
Qty 25,000
Open rate 60%
Opens 15,000
Click to Open 40%
Clicks 6,000
Potential RR 15%
Orders 900
AOV $215
Potential Sales $193,500
Sales/Email $7.72

13. Demonstrate the ROI
Expecting ROI Positive in year 1!
Q3/Q4
2008 2009 2010
Sales Triggered Emails $500,000 $750,000 $1,000,000
Cost $50,000 $55,000 $55,000
(ESP, Analytics Integration, etc.)
Sales/Spend $10 $14 $18

14. 2. What kind of conversion rates
and revenue can I expect?

15. Following up with
abandoners by email
yields
up to 50% conversion.

16. DEMCO: Cart vs Broadcast Emails
High % of sales relative to volume
Relative Volume Relative Sales
Abandon Cart Abandon Cart
Emails Emails
0.3% 18.6%
Promotional
Emails Promotional
99.7% Emails
81.4%

17. Cart Abandonment Recovery Email Programs:
Cart Recovery: Percentage of Email Revenue
70% 30% 12% 5%
50% 25% 10% 5%
25% 4%
2%
20%
2%
20% 1%
1%
0.50%
Source: Silverpop 2010 Benchmark Study

18. DEMCO Results
Conversion rate is just as high on the first email as it is on the last email
– without an offer
Cart Email A Cart Email B Cart Email C
Day 1 Day 3 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

19. Data and Integration

20. 3. Where do we get the email
addresses from?

21. 2 sources for email addresses
Launch promotional email Web visitors
System: Silverpop (from search, bookmarks, etc.)
Go to demco.com
Go to demco.com
System: Adobe
Sign in & save cart
(Genesis)
Data feeds: Data feeds:
• Abandoned cart date • Abandoned cart date
• Product purchase date • Shopping cart URL
• Product IDs (business system)
• Shopping cart URL (business
system)
Launch abandoned
Launch abandoned cart email
cart email
System: Silverpop
System: Silverpop

22. 4. How do I get the data between
my ESP and Adobe Site
Catalyst?

23. Genesis Integration with your ESP Makes it Easy!
Genesis
Email Partners
No need to add code to your web
pages to launch an integration!

24. 5. How long will it take from
setup to launch?

25. DEMCO: 4 months start to finish
IT programming - Changes to cookie,
cart ID in URL, carts from signing in
Start w/new ESP Creative development
ESP & Adobe Create triggered
Genesis integration rules & testing
25
25

26. Timing and Number of Emails

27. 6. When should the first cart
recovery email be sent?

28. Timing Factors
1. Within 1-2 hours, but 24 at latest
2. 23 hours
3. 3-5 days, 1 week
• Factors/Issues:
• Product type (e.g., travel)
• Feed timing
• Did they purchase after abandoning?

29. 7. How many cart recovery
emails should we send?

30. How many emails should you send?
At least 1
2 is better
3 is even better
4 or more – may be too many, but test it

31. Message A – 1 day after

32. Message B – 3 days after

33. Message C – 5 days after

34. Creative – Design, Content, and
Incentives

35. 8. Should we use incentives?

36. Use Promotions, but with care
• Promotions will generate lift, and
incremental profit
• Best practice is to promote on the last of
your sequence Conversion
Cumulative
• Capture maximum margin per stage
conversion
• Avoid training the customer to expect a
promotion
Stage Conversion Open Rate Revenue /
email
1: Real time 22% 70% $11
2: 24 hours 7% 65% $4 Lift
3: 7 days 6% 60% $3 1 2 3
Total 35% Average 65% Average $6 Unsubscribe rate
Source: SeeWhy

37. Simple – Save 15%

38. 9. Should we include product
photos, pricing, reviews and
recommendations?

39. 25% conversion on
cart abandoners.
Cart program
account for almost
1/3 of TOTAL yearly
email sales
Price
First and most
effective in the series
sent within hours
after abandonment.

40. Product Inclusion – No price…yet Next step add in
price and average
reviews
The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Next step add
in price and
average
reviews

41. 10. What kind of design/layout
approach should we use?

42. Clean / Multiple “reminders”

43. Stylish…

44. 11. What kind of tone and style
of copy should we use?

45. • Service tone
• Human
• Multiple
channel options
• Reassurance
• 50%
conversion

46. 12. What are subject line best
practices and examples?

47. Sample From Names/Subject Lines
From Name Subject Line
Soft Surrounding Good News! Your Shopping Bag is Still Available
Simple Shoes Want to get free shipping on your next order on simpleshoes.com?
Fabric.com Don't Go Yet! Come Back to Your Shopping Cart & Save!
Exclusively.In Hurry! You Have Items In Your Cart, Get Them Before They're Gone.
Hurry! You Have Items In Your Cart, Get Them Before They're Gone & Get
Exclusively.In Free Shipping Until The 15th Of Dec.
Cuddledown Items in your shopping cart are still available for purchase
CircuitCity.com You Left Something at CircuitCity.com…
Advance Auto Parts How can we help you with your purchase?
Yankee Candle
Company Is it something we said…
TigerDirect.com You Left Something at Tiger…
Smarthome You've left items in your cart!
Smarthome You still have items in your cart!
Smarthome Your cart is gathering dust!
Smarthome Only 24 hours left to use your cart!
Smarthome Your cart items are getting lonely!
SmartPak Canine A reminder from SmartPak Canine
SmartPak Equine Did you forget something?
Soft Surroundings Good News! Your Shopping Bag is Still Available
Spalook.com Forget Something From Your Bag?
DEMCO.com Courtesy Reminder
DEMCO.com Important Notice
DEMCO.com Special Offer for You

48. Subject line considerations/best practices
Be helpful
Include incentives when applicable
Be positive
Don’t make them guess
Create a sense of urgency
Test, test and test

49. Summary / Takeaways…
Just get started – don’t try to boil the ocean
Series, better than single email
Test timing, but early can be key
Use incentives carefully, later in series
Take a helpful, human approach with content/copy
Test and optimize over time

50. 13. Your questions here
__________________________
__________________________
________________?

51. Q & A / Contact Information
Lisa Moling Loren McDonald
lisam@demco.com Twitter: @LorenMcDonald
lmcdonald@silverpop.com
Google+: Loren McDonald
Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com

52. 14. What is it and why do
consumers abandon carts?

53. What is cart abandonment?

54. Top 5: Why visitors abandon shopping carts
#1 Price #2 Not ready to buy
Potential solutions:
1. Tune the shopping cart process
2. Remarket
None of the top 5 reasons for abandonment can be addressed by tuning the
conversion process
Source: SeeWhy

55. 15. How big is the challenge /
opportunity?

56. 87% of consumers abandon carts
…75% say they will return to
complete the purchase.
Source: Amaze/University of Glasgow

57. Abandoned Carts, Lost Revenue
Up to 70% of Shopping Carts are Abandoned before Checkout
―60–70%‖ — Multiple Sources
57

58. Cart Abandonment: 1-step from revenue
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units

59. 16. Are we the only company
NOT deploying cart recovery
emails?

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

61. 17. What are the typical costs
involved in setting up a cart
recovery program?

62. Costs - $ and resources
Email service provider - startup
Integration costs between ESP & Adobe Site Catalyst
Email design
Promotional cost (margins)
Programming – data feeds
Set-up of triggered campaigns

63. 18. Are there things other than
abandonment that we can
trigger a cart email off of?

64. Sample Cart Abandonment Types
Recency
Price Cart
Change Expiration
Product
Availability

66. 19. Don’t consumers game the
system?

67. What about gaming the system?
It isn’t a big issue
You can suppress gamers
Most marketers will take the revenue regardless

68. 20. What are some of the
business rules and exceptions
we need to be aware of?

69. Sample Rules and Lessons learned…
Price minimum
Suppress frequent abandoners
Suppress after purchase
Other abandons, not just via email
Add an opt-out flag for abandoned carts only
Don’t say “we’re going to empty your cart!”

70. 21. What kind of reports can I
see for cart recovery in
SiteCatalyst?

71. Integrated Email Data Looks Like This
Email campaign data from partner With site conversion data from SiteCatalyst
• Campaign Attributes  Revenue
• Opens
 Orders
• Bounces
• Click-through  Conversion Rate
 Average Order Value, etc.
Email Campaign Site Conversion
Metrics Metrics