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Delivering Increased Relevance and Revenue with Automated Emails
Loren McDonald – Silverpop
Zack Notes - UncommonGoods
SpeakersZack Notes• Senior Analyst, UncommonGoods• [email protected]• @zacknotes
Loren McDonald• VP, Industry Relations, Silverpop• [email protected]• @LorenMcDonald
More of this ^ = more of this ^
UncommonGoods
Overview and Email Program
UncommonGoods
UncommonGoods
UncommonGoods
Independent B Corp out ofSunset Park in Brooklyn NY
UncommonGoods EmailThe 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
BrowseGenericContent
Ooops
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
Remarketing
Browse, Cart and Process Abandonment,
Browse – Sniffing Around
Browse / Cart Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
Browse Retargeting ProgramA customer views one of the pages under our “for him” category …
Their page view gets logged in Silverpop’s Web Tracking table …
Browse Retargeting ProgramWe have an automated program keyed off of the Web Tracking table …
Browse Retargeting ProgramIt 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
Shopping Cart – Close to jumping in …
Following up with abandoners by email
yields
up to 50% conversion.
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAG
E
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 ResultsConversion 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
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
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?
AgilOneIntegrates 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
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
Q & A / Contact InformationZack Notes• Senior Analyst, UncommonGoods• [email protected]• @zacknotes
Loren McDonald• VP, Industry Relations, Silverpop• [email protected]• @LorenMcDonald
