The transactional email is a staple of the customer communications process for online retailers -- from confirming purchases to updating shipment status. But all too often retailers allocate minimal resources to optimising the transactional email for increased engagement, brand experience and additional revenue opportunities. Sophisticated retailers and ecommerce organisations, however, are moving transactional emails beyond the “purchase process” and generating significant results by deploying “pre- and post-purchase” email streams. For many online retailers, these “low volume, high ROI” triggered emails comprise less than 5 percent of their email volume, but produce 40 percent or more of their email revenue. This session reviewed several, successful “transactional 2.0” email techniques, including cart and browse abandonment programs, product review requests, bounceback, order replenishment and more. Session explored best practices, reviewed ROI examples of each message type and reviewed the technologies and resources required to implement them through a highly interactive session. Originally presented for NMA UK Webinar.

1. Transactional Email 2.0: Think Beyond the PurchaseLoren McDonald, SilverpopCharles Nicholls, SeeWhy

2. Think beyond just this…

3. To Pre- to Post-Purchase Emails Right time, right message!

4. Question is not What is the optimum frequency?, but How do we send more relevant emails, more often but with fewer resources?

5. Diversified Email Program

6. Multiple Opportunities in the Funnel

8. 57% click to purchase conversion

9. Earns £1.42 per email deployed

11. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%

12. Cross Sell / Upsell Best Practice: Recommend accessory items or complementary items for each product in cart

13. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, A Special Thank You Offer from Tafford

14. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think

15. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, Rate the Tafford products you purchased

16. Post Purchase Lifecycle Indexed Results 6X+ Better Survey performs over 20% better…

17. Purchase Anniversary 15% higher conversion rate than average from broadcast messages

18. Red Letter Days Feedback Request Email

19. Recommendations Review Recommendations based on segmentation

20. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.

21. Products Review Notification 12% of those clicking on this email go directly to make another purchase.

22. Reminders…almost out of stock Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER

23. Low Volume/High ROI Triggered Emails: 3-5% of email volume 45% of profits Travel Site 4% of email volume 40% of email revenues Ecommerce Site

25. Shopping Cart RecoveryCharles Nicholls, SeeWhy

27. ~750 ecommerce customers

28. The only real time shopping cart recovery service to follow up in real time via email and social networks.

29. Delivered as a service (SaaS)

30. Integrated with email service providers, social networks & web analytics

31. Tight integration with Silverpop Transact

32. Best practices education

33. Primary research in ecommerceFeatured by

34. Transactional triggered email sells 4.1% Triggered Campaigns Sales Generated Volume of Emails sent 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns 80% of revenue is from shopping cart recovery emails 25

35. Top 5: Why visitors abandon shopping carts 26 #1 Price #2 Not ready to buy Potential solutions: Promotions Remarketing to shopping cart abandoners Average Shopping Cart Abandonment Rate 71%

36. Based on 2009.... From 2nd week in September Through 2nd week in November Sales volume Abandonment Christmas is coming...... 27 Prime time for email remarketing

37. Recover abandoned carts – The best ROI $46.6 million /year For a $20m ecommerce company… $127,000 /day $5,000 /hour What’s being left on the table? Increase conversion rates by… Percentage Daily $ Amount Annual $ Amount 10 % $ 12,700 $ 4.66 M 20 % $ 25,400 $ 9.32 M 30 % $ 38,100 $ 13.98 M Annual ecommerce revenue - Annual ecommerce revenue (1- Abandonment rate) = $46.6 million annually or $127k daily 20,000,000 - 20,000,000 1-70% 28

38. Real life performance 29 Average SeeWhy Recovery Rate: 19.8% Average payback period: 11 days

39. Best practice formula: Cart recovery campaign checklist ID your visitors Real time first follow up Multiple follow ups Automation Service tone 30

40. Incentivised sign up’s work well Recognised the value of getting personally identifiable data with a simple reward ID your visitors 31

41. And here’s your sign up reward Free shipping Simple promo code Share with friends Must be sent real time Increases conversions Also works with Social Network logins E.g Facebook Login

43. Relevant

44. In sync with customer“It’s all about speed here. The faster you contact the consumer, your chances are dramatically increased.” 70 60 50 40 Lead Temperature 30 20 10 1 2 3 4 6 7 8 10 5 9 Hours 33

46. Real time

47. ~24 hours later

48. ~7 days later with a promotionConversion per stage Cumulative conversion Lift 1 2 3 Unsubscribe rate A ecommerce company generating $20m in revenues per annum loses $127k every daydue to abandonment

49. Generates $0.75m in incremental revenues 3 stage campaign with a promotion on #3 The first few hours after the abandonment are critical $700/hour initially Falls to $50/hour after 5 days Multiple follow up email performance in action Revenue recovered per hour #2 sent here #3 sent here #1 sent here Hours elapsed after abandonment

51. Simplified campaign developed

53. A service email stating their transaction did not complete

54. Use your transaction confirmation as a model

55. May not be ready to buy yet

57. Transactional email The time between abandonment and recipient receiving the email should be <1minute Transactional API’s are essential (such as Silverpop Transact) Real time triggering Individual behaviour on site directly drives an immediate response Data cannot be moved in batch, (or even extracted manually!!!) Staying in step with visitors Returning visitors need to be spotted irrespective of how they come back to the website Return to my cart button Direct Search engine Banner ad etc Automation 40

58. Top 10 Converting Websites Research report Lessons learned from the Top 10 Converting Websites Average visitor-to-sale conversion of 23% (industry average 2-3%) What they do differently To get your free copy of the report at www.seewhy.com 41

59. Resources / Q & A

61. Email marketing

62. Transactional email

63. Share-to-social

64. Send Time Optimization

65. Landing pages

66. Surveys

67. SMS

69. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com