1. Data Driven Email Remarketing for
Shopping Cart Abandonment
Rick Weithas, Senior Solutions Marketing Manager - Webtrends
Loren McDonald, VP Industry Relations - Silverpop
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2. Today’s Moderators
Loren McDonald - VP, Industry Relations
Silverpop
lmcdonald@silverpop.com
@LorenMcDonald
Rick Weithas - Sr. Solutions Marketing Manager
Webtrends
Rick.Weithas@Webtrends.com
@Webtrends
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3. Silverpop –
Behavioral Marketing Automation
Single
Identity
Behaviors
Marketing Database Interaction Engine
Automation
Multi-channel

4. AGENDA
• Brief Introductions
• Data and Email Remarketing
• Shopping Cart Abandonment
• Personalization in Context
• Questions & Answers
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5. “E-Commerce is projected to grow to
$370 billion a year by 2017”
Forrester
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6. “Advertisers will spend $77 billion on
interactive marketing by 2016 to get
customers to their site” — Forrester
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7. Yet…..
98% of Website visitors don’t complete the desired action
in most recent session
Abandonment costs retailers $18 billion per year!
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8. Email Remarketing – Solution for Abandonment
Drive Customer Engagement
• Visitors Who Abandoned:
Browse Didn’t Buy
Shopping Cart Abandonment
• Customers Who Converted:
Cross Sell / Up Sell
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9. GREAT EXPERIENCES
REQUIRE ALL THE PIECES
Customer insight
Content in context
At the right time
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10. Email Remarketing: How it Works
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11. Email Remarketing: How It Works
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12. Shopping Cart Abandonment
Loren McDonald - Silverpop
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13. My Topics Covered
Opportunity
5 Best
Practices
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14. Why Cart Abandonment Remarketing?
- 3 Reasons…
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15. — Multiple Sources
―60–70%‖
1. Cart abandonment is a HUGE challenge
Up to 70% of Shopping Carts are Abandoned before Checkout
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16. 87% of consumers abandon carts
…75% say they will return to complete
the purchase.
Source: Amaze/University of Glasgow
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17. 2. A Huge Revenue Oppoprtunity
Conversion
Cart Abandonment
Browse Abandonment
Cart Abandonment:
1-step from revenue
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18. up to 50%conversion.
Following up with abandoners by email
yields
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19. 3. Most marketers are leaving a
HUGE amount of money on the
table?”
19
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20. Daily Conversion Daily Average Annual Initial
Abandonment Rate Conversions Order Business Days Bookings
12,000 1% 120 $35.00 270 $1,134,000
12,000 2% 240 $35.00 270 $2,268,000
12,000 3% 360 $35.00 270 $3,402,000
The Cart Abandonment Opportunity
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21. Relative Volume
Abandon Cart
Emails
0.3%
Promotional
Emails
99.7%
Sample: Cart vs Broadcast Emails
Relative Sales
Abandon Cart
Emails
18.6%
Promotional
Emails
81.4%
High % of sales relative to volume
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22. Cart Remarketing Best Practices?
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23. Before we start … where does the email address
come from?
Account
Registration
– logged in
Email
Subscriber
– clicked
through
“Remarketable”
Abandoners
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24. Cart Abandonment Remarketing – Key Success
Elements
Speed
Relevance
Repetition“Tone”/Helpful
Urgency
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25. 1. Speed
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26. Speed matters. The longer you
wait, the greater chance the prospect
has purchased from a competitor.
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27. Some potential exceptions …
Travel – pricing
changes
B2B Ecommerce –
Purchase Orders
Financial Services
- Culture
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28. Stage Conversion Open Rate Revenue /
email
1: Real
time
22% 70% $11
2: 24
hours
7% 65% $4
3: 7 days 6% 60% $3
Total 35% Average
65%
Average $6
Source: SeeWhy

29. Results –Phase 1 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%
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30. Webtrends Streams beta client
saw 55% conversion increase moving real-
time from 1 hour after abandonment.
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31. 2. Relevance
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32. Product image and description
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33. Results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Dynamic product
recommendations
Recommendations
Reviews

34. Use offers and incentives carefully
Use later in series
Test impact/need
Think beyond discounts
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35. 3. Repetition – Develop a Series
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36. Power of Deploying a 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
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37. 4. “Tone”/Helpful
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38. Contextual – Know your customer
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39. • Aaron -
Real person
• Service
tone
• 50%
conversion
rate
“Human” and Helpful Remarketing

40. 5. Urgency
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41. Deadline/Sense of Urgency

42. Get creative – think beyond “recency”
“Only 100 items left”
“Price is going up”
“Sold out … recommend..”
“Cart is about to expire …”
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43. Shopping Cart Abandonment with
Webtrends Streams
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44. Email Remarketing with Webtrends Streams
Customer Centric
Visitor level behavioral
insight around abandons,
browsing, purchases, etc.
Right Time
Immediate remarketing
Actionable
Action Center delivers
customer insight directly to
email partner platforms
Customer Centric
Actionable
Right Time
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45. Webtrends Streams:
A New Solution for Email Remarketing
+Real-Time
Customer Centric
Actionable
Historical
Analytics
Real-Time
Analytics
Use Cases
Dashboards, campaigns, mu
lti-touch attribution, data
mining. All in the past hours
to days old.
High level
trending, campaigns, summar
y-level analysis hours to
minutes old.
Push API powers content & offer
relevance, visitor
engagement, ad targeting, social
interaction, trends, referrals.
As-it-happens
Machine-to-machine
Visitor–level detail
+
+
+
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46. Customer Views
Product on Website
Remarketing Email
Declining Probability of Conversion
24-48 hrs later
Current Industry Email Remarketing Programs
Customer Abandons
Website
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47. Customer Abandons
Website
Immediately after Abandonment
+
Key Behavioral Information
=
Improved Time & Relevance
Declining Probability of Conversion
Email Remarketing w/ Webtrends Streams
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48. Webtrends Streams
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49. Webtrends Streams Lab
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50. Complete Visitor Level Behavioral Insight
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51. Action Center – Visitor Insight to Email Remarketing

52. Action Center – Direct to Email Partner Platform
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53. Remarket at Just the Right Time
• 24-48 hours, or days later
was the norm
• Shortening this window
increases likelihood to
purchase
• Webtrends Streams
delivers in the moment
insight and action with key
behaviors
• Find the right window and
context with Webtrends
Streams
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54. Measure Success Example Shopping Cart Abandon
Email ROI Program Trial
Emails Sent 20,000 20,000
Open rate 25% 30%
Opens 5,000 6,000
Click thru rate 15% 25%
Clicks 750 1,500
Click to Conversion Rate 15% 18%
Orders 112 270
AOV $250 $300
Potential Sales $28K $81K
Sales/Email $2.52 $6.75
Time and Message Relevance
Drives Email Remarketing
Performance
Open Rate
Click Thru Rate
Click to Conversion Rate
Program Revenue
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55. Getting Started w/ Webtrends Email Remarketing
Webtrends Customers
Leverage Existing Tag
New Customers
Simple Site Tagging
Webtrends Email
Partners
Silverpop
Responsys
ExactTarget
Customer Centric
Actionable
Right Time
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