6. 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
21. 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
22. 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
26. 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 …
32. 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
33. 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
36. 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
38. • Service tone
• Human
• Multiple
channel
options
•Reassurance
•50%
conversion
39. 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
45. 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
50. 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
52. All of these programs are
targeting our most
engaged customers. Can’t
this be applied to our
broadcast emails as well?
53. 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.
55. Once you have a developed email
program, you need to manage customer
fatigue
56. 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
60. 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
61. Q & A / Contact Information
Zack Notes
• Senior Analyst, UncommonGoods
• zack@uncommongoods.com
• @zacknotes
Loren McDonald
• VP, Industry Relations, Silverpop
• lmcdonald@silverpop.com
• @LorenMcDonald
Notes de l'éditeur
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
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
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.
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
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
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
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