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Retail Email Marketing Strategies that Drive Repeat Purchases & Increase Revenue@SilverpopBig Idea SessionShop.org – Oct 2, 2013

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Today’s Agenda

Loren McDonaldVP, Industry RelationsSilverpoplmcdonald@silverpop.com@LorenMcDonald

Set Up

6 Ideas

Q & A

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My Guarantee:At least 1 idea you can take back to the office and turn it

into increased revenue.

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Repeat/loyal customers begin with the first purchase…

First Purchase Repeat Loyalty /High LCV

…This works, but is not the answer …

SmartPak: Broadcast vs. Automated Emails

65%

35%

Revenue

1

0

Volume

PromotionalAutomated

70 unique transactional and

lifecycle emails/day, 10+ promotional emails per month

28 automated programs in place

Today’s Keys

Behavior

AutomationReal-TimeData/Content

Integrations

Delight/Add Value

Idea #1: Evolve “Welcome” to “Onboarding” Program

@LorenMcDonald@Silverpop

Welcome Progression – But still generic …

Immediate3-7 days

7-14 days

Immediate

Stand alone

Email # 1Email # 2

Email # 3

3-part series

Retailer

Women Men Home

Email Sign-Up

Welcome Email 1

Shoe Offer

Beauty

Browse

GenericContent

Ooops

Email Sign-Up

OnboardingEmail 1

Onboarding Email 2

Onboarding Email 3

OnboardingEmail 4

Or you try to convert them on “Home” items

Follow on social

Includes current Home products offerw/ recommendation

Includes gender based offers

Includes current location-based

content

Using Web Tracking – marry browse behavior to email address

Idea #2:Move Beyond Cart Abandonment to Browse Remarketing@LorenMcDonald@Silverpop

Browse – Sniffing Around

Browse / Process Abandonment: Showing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

UncommonGoods - Browse Retargeting ProgramA customer views one of him” category …

Their page view gets logged in Silverpop’s Web Tracking table …

Browse Retargeting ProgramAn automated program is keyed off of the Web Tracking table …

Browse Retargeting Email

2.2% Conversion rate

SmartPak Browse Program

• 37.6% Open Rate• 7.35% CTR• $0.44 Rev/Email – 4X broadcast

Idea #3. Take your cart abandonment program up a notch

@LorenMcDonald@Silverpop

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Cart: 2.0

Real-time

Recommendations/ Reviews Series

Content/“Human”

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Real-time remarketing campaigns, where the email was sent immediately following the abandon, generated 105% more

revenue than the same email sent only 24 hours later.

Source: SeeWhy

SmartPak: Abandon Cart w/ Recommendations

• 38.5% open rate

• 10.15% CTR

• 50% conversion rate

• $4.80 revenue/email

Dynamic product recommendations

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

DEMCO – Impact of Using a Series of Emails

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

“Human” Cart abandonment

Idea #4. Reminders and Replenishment Programs

@LorenMcDonald@SIlverpop

“Important Dates” Reminder Email

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Your dates trigger an email…

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21 days before occasion

Personalized with name

Occasion w/ date

Coupon code

10% Off

31% CTRHighest revenue generating email

Out of Stock = Sku Notify Emails …

Sku Notify Emails

23.9%ConversionRate

ReplenishmentGoal: Increase sales of repeat purchases

Timing: Based on a calculation of when product will run out

Results:- 29.4% Open Rate- 3.76% CTR- $0.42 Rev/Email- 9.36% Conversion Rate

Idea #5. Post-Purchase Touches

@LorenMcDonald@Silverpop

Order Confirmation, Shipped

2.4% conversion rate

Purchase Cross-Sell

Goal: Increase sales by marketing a relevant product to customers - Targeted customers based on previous purchases

Results:- 19.41% Open Rate- 4.31% CTR- $0.58 Rev/Email- 12.5% Conversion Rate

Subject Line: “Stop Sore Feet in their Tracks”

How-to video

Idea #6. Reward Your Best Customers

@LorenMcDonald@Silverpop

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evo - Best Customers: R1F1M1

Recency(Top

Quartile)

Monetary Value

(Top Quartile

)

Frequency(Top

Quartile)

Surprise and Delight

Triggered 7 days after a frequent customer has spent a grand total of $650 in their lifetime.

Best Customers: R1F1M1

Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward ANY order over $50 on evo.com.

How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and we’ll automatically deduct $50 from your order.

Here is your code: %%50 Dollar Code%%

We appreciate you shopping with us and hope to see you again soon!

With love, evo

Thanks!

What idea are you taking back to the office?

A unified, behavioral-driven platform that lets marketers incorporate

every imaginable customer touch point, regardless of system or vendor,

into a single view that drives individualized, real-time content through the most appropriate channel.

Selected Silverpop Retail/Ecommerce Clients

Silverpop Retail Partner Ecosystem

Download the “Print Money Today” Whitepaper

http://www.silverpop.com/marketing-resources/white-papers/all/2013/emails-marketers-should-automate/

Interested In Learning More?

silverpop.comsilverpop.com/marketing-resources

www.slideshare.net/silverpopTwitter.com/silverpop

Facebook.com/silverpop