1. Email Remarketing – Cart
Abandonment and Beyond
Webtrends European Client Summit
London
November 2013

2. Are you leveraging Web site
and purchase behavior?

3. Are you marketing in real time?

4. Are you speaking to customers and
prospects at a 1 to 1 level?

5. Are you incorporating content,
education, personality and white space?

6. Let’s take it up a level.

7. • Real Time Cart Abandonment
• Site Visits Behavior
• Search Behavior
Webtrends Streams
Using our Webtrends Behaviors you can now capture your visitor’s individual
web, purchase and shopping cart behaviors and send appropriate follow up
messages that drive higher conversions.

8. Definition &
Opportunity
Agenda
Q&A
Email
Remarketing
2.0

9. Remarketing: Definition and Opportunity

10. Today’s Definition: Email Remarketing
1.
Customer or prospect behavior demonstrates
some level of purchase intent or interest.
2. Marketer responds with an email or series
encouraging purchase or movement to the next
buyer stage.

11. To know a person … watch
what they do, not what
they say.
Danny Santagato

12. Basket
Site
Search
Browse
Email
Remarketing
Examples
Process
Calculator
Form

16. Shopping Cart – Close to jumping in …

17. Basket abandonment is a HUGE challenge
Up to 70% of Shopping Carts are Abandoned before Checkout
―60–70%‖
— Multiple Sources
17

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

19. Sample: Basket 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%
Revenue as a % is 62 X volume

20. Browse, Form, Process – Sniffing Around

21. Browse Retargeting Program

22. Browse Retargeting Program

23. Browse Retargeting Email
2.2% conv. rate vs
1.6% for Broadcast
emails

24. Browse Retargeting Emails
UncommonGoods now has 8 of these - Kids
…and Office

25. Email Remarketing: A Huge Revenue Opportunity
Browse & Process
Abandonment
- High volume
- Lower conversion
Cart Abandonment
- Low volume
- High conversion
Conversion

26. Email Remarketing 2.0:
Key Elements

27. Product Info/
Recommendations
Content
/ Reviews
Series
Speed –
Real-time
Segmentation
Remarketing
2.0
Other Remarketing
Triggers

28. 1. Speed / Real Time

29. Speed matters. The longer you wait, the greater
chance the prospect has purchased from a
competitor.

30. Webtrends Streams beta client
saw 55% conversion increase moving real-time
from 1 hour after abandonment.

31. Results –Phase 1 (24 Hrs) and 2 (real-time)
Phase 1
Phase 2
Lift
Open Rate
17.50%
20.25%
16%
Click-through Rate
9.02%
12.80%
42%
Conversion Rate
12.65%
15.31%
21%

32. Some potential exceptions …
Travel – pricing
changes
B2B Ecommerce –
Purchase Orders
Financial Services
- Culture

33. 2. Develop a series

34. DEMCO Cart Remarketing Series
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

35. 3. Add recommendations, reviews

36. The results:
•
38.5% open rate
•
10.15% CTR
•
50% conversion rate
•
$4.80 revenue/email
Recommendations
Reviews
Dynamic product
recommendations

37. 4. Humanize and test content

38. “Human” Cart
abandonment
• Aaron Real person
• Service
tone
• 50%
conversion
rate

39. Contextual – Know your customer

40. Helpful Content for Browse Remarketing

41. Use offers and incentives carefully
Use later in series
Test impact/need
Think beyond discounts

42. Deadline/Sense of Urgency

43. • Shipping options
• Return policies
• Gift cards
Just a reminder – while you were doing your holiday Shopping Bag.
You left a few things in your Shopping Bag. We know it is a busy time
of year, so why not check out a few more gifts off you list and
complete your order now?
Add holiday theme and content.

44. 5. Segmentation

45. Sample remarketing segmentation
Customers who
purchased less
than X£
Customers with a
lifetime value
greater than X£

46. 6. Other Remarketing Triggers

47. Abandon Wishlist
+ Encourage subscribers to update their
SmartPak wish list and/or share with
friends
+ 36% Open rate
+ 2% CTR
+ $0.73 Rev/Email

48. Wizard / Calculator Abandonment
Thank You!

49. 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

50. Get creative – think beyond “recency”
“Only 100 items left”
“Price is going up”
“Sold out … recommend..”
“Cart is about to expire …”

51. Don’t try to be perfect …

52. Focus on “starting” – not “Best” practices

53. Remarketing is HUGE!

54. About Loren
Loren McDonald
VP, Industry Relations
Silverpop
Role: Educate clients and prospects on best practices and
emerging trends in email marketing and marketing automation.
@LorenMcDonald
G+: Loren McDonald
Email Insider
columnist
Experience: 29 years of experience in marketing, consulting
and strategic planning.
• Written more than 500 articles and blog posts
• Speaker/presenter at more than 200 conferences &
Webinars
Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS,
NetStruxr and Arthur Andersen.

55. THE ENGAGE PLATFORM

56. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
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