Tips for remarketing with email

Don’t let a good shopping cart get away:

Presented at Adobe Summit 3.6.13

3 HUGE reasons why you are here …

@LorenMcDonald

3

— Multiple Sources

“60–70%”

1. Cart abandonment is a HUGE challenge

Up to 70% of Shopping Carts are Abandoned before Checkout

@LorenMcDonald

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Cart Abandonment: 1-step from revenue

2. A HUGE revenue opportunity

@LorenMcDonald

Following up with abandoners by email

yields

up to 50% conversion.

@LorenMcDonald

% of email revenue from cart remarketing

70% 50%

12% 10%

5% 5% 4% 2%2% 1% 1% 0.50%

30% 25% 25% 20% 20%

Source: Silverpop Benchmark Study@LorenMcDonald

3. You know you are leaving a HUGE amount of money on the

table?”

7

@LorenMcDonald

@LorenMcDonald

… so let’s dive in … and make some money!

Who am I, anyway …

• VP, Industry Relations• Silverpop

Loren McDonald

@LorenMcDonald

YouSendIt Background

Business Case

Data / Integration /

Set Up

Results / Next Steps

5 Tips

Q & A

Agenda

• Sn. Mgr, Business Application Services

• YouSendIt

Wilson Fung

• Marketing Analyst• YouSendIt

GinaLongo

Speakers - YouSendIt

We bring ease to customers’ work lives by helping them share and manage

business content online

Content collaboration services

Across all devicesand platforms

Send. Share.Sync.Sign.

“Consumerized” B2B Business Model

Premium individual subscriptions

Viral adoption of freemium services

Enterprise-gradesolutions

15

YouSendIt Background

Business Case

Data / Integration /

Set Up

Results /Next Steps

5 Tips

Q & A

Agenda

Why Cart Abandonment

What’s the opportunity?

The Daily Cart Abandonment Opportunity

Site visitorsRegistrations

Lite Users

12,000 “Cart Abandons”

2,000Pro Orders

CC Paywall

So What?

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

YouSendIt Background

Business Case

Data / Integration

Set Up

Results /Next Steps

5 Tips

Q & A

Agenda

Audit Your Cart

Understand your business flows

Genesis Setup

#1Tags

#2 Genesis settings

Secret Sauce Alert !!!

Setup Email eVar to be passed instead of Recipient

ID

#3 Set up variables

#4 Custom Segments (are FUN !)

Custom Segments are EASY!

Custom Segments are REALLY EASY!

ESP (Silverpop) Setup

#5 Add Genesis integration in ESP

#6Map the data

#7Create business rules

#8Create / Schedule Message

YouSendIt Background

Business Case

Data / Integration / Set Up

Results / Next Steps

5 Tips

Q & AAgenda

Measuring success …

What counts as a Goal?

Initial Results –Phase 1, 1 week

Phase 1

Sends 71,606

Opens 12,532

Open Rate 17.50%

Clicks 1130

Click-through Rate 9.02%

Orders 143

Conversion Rate 12.65%

Daily Scrum – Are We Succeeding?

Initial Results –Phase 2

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%

Phase 3, Phase 4…

Activity Triggered Engagement Platform

YouSendIt Background

Business Case

Data / Integration / Set Up

Results /Next Steps

5 Tips

Q & AAgenda

Take it Up A Notch (or 5)@LorenMcDonald

1. Develop a cart series

DEMCO Cart Remarketing Series

Cart Email ADay 1

Cart Email BDay 3

Cart Email CDay 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

2. Add recommendations, reviews

The results:

• 38.5% open rate

• 10.15% CTR

• 50% conversion rate

• $4.80 revenue/emailDynamic product

recommendations

Recommendations

Reviews

3. Go near real-time

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

4. Humanize and test content

• Aaron - Real person• Service tone• 50% conversion rate

“Human” Cart abandonment

“David”

Contextual – Know your customer

From Name Subject Line

Soft Surrounding Good News! Your Shopping Bag is Still Available

Simple Shoes Want to get free shipping on your next order on simpleshoes.com?

Fabric.com Don't Go Yet! Come Back to Your Shopping Cart & Save!

Exclusively.In Hurry! You Have Items In Your Cart, Get Them Before They're Gone.

Exclusively.In Hurry! You Have Items In Your Cart, Get Them Before They're Gone & Get Free Shipping Until The 15th Of Dec.

Cuddledown Items in your shopping cart are still available for purchase

CircuitCity.com You Left Something at CircuitCity.com…

Advance Auto Parts How can we help you with your purchase?

Yankee Candle Company Is it something we said…

TigerDirect.com You Left Something at Tiger…

Smarthome You've left items in your cart!

Smarthome You still have items in your cart!

Smarthome Your cart is gathering dust!

Smarthome Only 24 hours left to use your cart!

Smarthome Your cart items are getting lonely!

SmartPak Canine A reminder from SmartPak Canine

SmartPak Equine Did you forget something?

Soft Surroundings Good News! Your Shopping Bag is Still Available

Spalook.com Forget Something From Your Bag?

DEMCO.com Courtesy Reminder

DEMCO.com Important Notice

DEMCO.com Special Offer for You

Sample From Names/Subject Lines

You still have items left in your cart!

Is it something we said …

5. Think beyond “recency” of abandonment

Get creative – think beyond “recency”

“Only 100 items left”

“Price is going up”

“Sold out … recommend..”

“Cart is about to expire …”

Don’t try to be perfect …

… dive in … and make more money!

Email Marketing

Mobile

Social

Marketing

Automation

Interested In Learning More?

silverpop.com/marketing-resourceswww.slideshare.net/silverpop

Twitter.com/silverpopFacebook.com/silverpop