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Delivering Increased Relevance and
Revenue with Automated Emails
Loren McDonald –
Silverpop
Zack Notes -
UncommonGoods
Speakers
Zack Notes
• Senior Analyst, UncommonGoods
• zack@uncommongoods.com
• @zacknotes
Loren McDonald
• VP, Industry Relations, Silverpop
• lmcdonald@silverpop.com
• @LorenMcDonald
More of this ^ = more of this ^
Agenda
UG Email
Program
Overview
Welcome
Emails
Remarketing
Emails
SKU/Reminder
Confirmation
Emails
Broadcast
/ Fatigue
Program
Results
UncommonGoods
Overview and Email
Program
UncommonGoods
Online only retailer of Art, Home Décor, Jewelry, Accessories - a wide array of products
Independent designers
Focus on sustainability - 1/3 are made from recycled materials
1/2 are handmade / 1/2 are made in USA
Independently owned and operated
Based in Brooklyn, NY
UncommonGoods
UncommonGoods
Independent B Corp out of
Sunset Park in Brooklyn NY
UncommonGoods Email
The Early Days: 2005 - 2009
We had been sending one broadcast
email to everyone…
Instead, we wanted to send more relevant
emails to smaller groups of people.
And we still had plenty of free space
on the calendar...
SUN MON TUES WED THU FRI SAT
Automation Timeline
2009 2010 2011 2012 2013
Confirmation Emails
Welcome Series
Browse Retargeting
Cart Abandonment
Sku Notify
Welcome Emails
Welcome Email #1
Welcome Email #2
Welcome
Email #3
Welcome Progression – But still
generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series
Cruise
Site
Caribbean Mexico Alaska
Email Sign-
Up
Welcome
Email 1
Welcome
Email 2
Mexico
Offer
Welcome
Email 3
Hawaii
BrowseGeneric
Content
Ooops
Email Sign-
Up
Welcome
Email 1
Welcome
Email 2
Welcome
Email 3
Welcome
Email 4
Or you try to convert them on Alaska Cruise
Alaska offer –
w/deadline
Includes current
Alaska cruise offer
Includes
survey/progressive
form
Includes current
Alaska cruise video /
Testimonials
Using Web
Tracking – marry
browse behavior
to email address
Welcome Learnings/Tips
• Series of emails w/ specific goals
• Leverage data, personalized
• Branding opportunity
Think
“Onboarding”
• Start with 1
• Move to a series/leverage other content
• Add personalization/dynamic content
Getting
Started
• Unsubscribes can be high
• You can run A/B tests by assigning a random
number to opt-ins
Misc
Remarketing
Browse, Cart and Process
Abandonment,
Browse – Sniffing Around
Browse Retargeting Program
A customer views one of the pages under our “for him” category …
Their page view gets logged in Silverpop’s Web Tracking table …
Browse Retargeting Program
We have an automated program keyed off of the Web Tracking table …
Browse Retargeting Program
It triggers this email to the customer…
Browse Retargeting Program
We have 8 of these, including “For Kids” …and Office
Next Iteration: SeeWhy “Browse Abandon”
Thank You!
Wizard / Calculator Abandonment
Supplement Wizard –
Abandoned, Finished Process
• Sent when a
customer receives
their results but
does not add items
to cart or checkout
• 40.17% Open Rate
• 4.18% CTR
• $0.38 Rev/Email
Retargeting Learnings/Tips
• Kayak – Flights, Hotels, Cars, Deals, Vacations
• Lowes – Electrical, Flooring, Garden, etc..
Identify 4-8 large
segments
• Turn broadcast into triggered emails
• Flyers, catalog, site promos, etc.
Recycle and
Leverage Other
Assets
• Educate – tips, videos, testimonials, tools
• Content that moves buyer to next stage
• Change subject lines between cycles
Content
Shopping Cart – Close to jumping in …
Following up with
abandoners by email
yields
up to 50%conversion.
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
DEMCO Cart Remarketing Results
Conversion rate is just as high on the first email as it is on the last email
Cart Abandonment
• Service tone
• Human
• Multiple
channel
options
•Reassurance
•50%
conversion
Cart Remarketing Learnings/Tips
• Send a series – e.g. 3 emails
• Near real-time for email #1
• Save incentives till the end
Timing/Series
• Turn broadcast into triggered emails
• Flyers, catalog, site promos, etc.Content
• Control group that does not receive email
• Test different lag timesTesting
Prepare for a complex integration
SKU/Reminder Emails
Reminders turn customer service into $$$
Out of Stock = Sku Notify Emails …
Sku
Notify
Emails
Reorder
Replenishment
Goal: Increase sales of repeat
purchases
Timing: Based on a calculation of
when product will run out
Results:
- 29.4% Open Rate
- 3.56% CTR
- $0.41 Rev/Email
- 9.56% Conversion Rate
Confirmation/Shipping Emails
Turning a “thanks” into another purchase
Order Confirmation
Order Shipped Notice
Confirmation Learnings/Tips
• Send 3 confirmation emails –
order, shipping, deliverySeries
• Leverage your company’s
recommendation
software, e.g., Baynote, Certona, etc
Cross-Sell
• Place plenty of links to categories but
keep the focus on the confirmation
message
Don’t Go
Overboard
Other: Broadcast Emails and
Managing Email Fatigue
All of these programs are
targeting our most
engaged customers. Can’t
this be applied to our
broadcast emails as well?
AgilOne
Integrates with your ESP so you can query the engagement segments.
It’s a reactive system in which customers can move between segments, based on engagement.
AgilOne’s engagement segments
can be used in automated programs as well
Once you have a developed email
program, you need to manage customer
fatigue
Fatigue Management - Tips
Treat your engagement segments differently
Learn to calculate the opportunity cost of your unsubscribes
Start running frequency tests – simple holdouts and
advanced cohorts
Transactional emails do not require an unsubscribe link
Program Results / Final Thoughts
Program Stats
Email program Open Rate Conversion Rate Emails Sent Total Revenue Share
Broadcast 18.1% 1.6% 20,400,000 5.90%
SKU Notify - 23.9% 8,000 0.63%
Confirmation - 2.4% 398,000 0.46%
Cart Remarketing 27.9% 23.1% 11,500 0.27%
Welcome 34.4% 1.4% 149,000 0.27%
Retargeting 41.8% 2.2% 90,000 0.25%
*Time Period: 4/1/13 - 8/19/13
Sends vs. Revenue
Final Thoughts/Takeaways
•Big opportunities first
•Think “segments” of 1 / Move to small segments
•Leverage existing/other technologies
•Think in terms of a phased approach
Get Started
•Leverage existing content
•Think service/helpful content – not just offers
•Evolve into series
Content/Approach
•Test everything
•Turn problems into opportunities
•Make friends with IT
Other
Q & A / Contact Information
Zack Notes
• Senior Analyst, UncommonGoods
• zack@uncommongoods.com
• @zacknotes
Loren McDonald
• VP, Industry Relations, Silverpop
• lmcdonald@silverpop.com
• @LorenMcDonald

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Delivering Increased Relevance and Revenue with Automated Emails

Notes de l'éditeur

  1. Online only retailer of Art, Home Décor, Jewelry, Accessories - a wide array of productsIndependent designersFocus on sustainability1/2 are handmade1/2 are made in USA1/3 are made from recycled materialsIndependently owned and operatedBrooklyn NY
  2. You have the opportunity to send 2-3 emailsGreat branding opportunityUnsubscribes are high so don’t overwhelmYou can run A/B tests by assigning a random number to opt-insEasy implementation
  3. ability to track the responder’s behavior not only to the landing page of a … but also from there through the Web site to ultimate sale, hesitation, or outright cart abandonment. This tracking is critical to testing modifications in the construction and targeting of the email that might improve results.” - IDC Worldwide Web Analytics Software Applications 2006 - 2010 Forecast and Analysis: 2005 Shares and Current Out look in the Year of IntegrationJune, 2006But that is exactly what we enable ourselves to do when we integrate email and analytics in the online worldSegments: Thick Slices = High ImpactFrom the information we gain - as we learn about groups within our visitor segments - we can refine and tailor the conversation with “thinner” custom slices of our population. Omniture’s Data Warehouse give you the option of any number of segment definitions for a more custom segmentation and thinner slices.Integrating email and web analytics behavior data lets you listen to what your customer is telling you through their website behavior, interact with them in a dialog of additional offers, and refine your knowledge until ultimately you and the customer determine how you can best fulfill the customer’s needs. When you send a spray and pray email, you are putting earmuffs on your concierge.But when you complete an integration, you are taking off the earmuffs, and letting the conversation flow.
  4. Identify 4-8 large segments of your customers based on URL viewsKayak – Flights, Hotels, Cars, Deals, VacationsLowes – Electrical, Flooring, Garden, etc.. Recycle broadcast/trigger emails into retargeting programs, by purging the opensLeverage other marketing assets – flyers, catalog, site promos, etc.Change the subject lines between cycles
  5. Make sure to create a control test segment that does not receive an emailYou should also test different lag timesWe found that cart abandonment was less effective over the holidaysPrepare for a complex integration
  6. Send 3 confirmation emails – order, shipping, deliveryUse a recommendation system like BaynotePlace plenty of links to categories but keep the focus on the confirmation message
  7. Treat your engagement segments differentlyLearn to calculate the opportunity cost of your unsubscribesStart running frequency tests – simple holdouts and advanced cohortsTransactional emails do not require an unsubscribe link