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Cart Abandonment Email Marketing Silverpop Summit

Date post: 14-Apr-2017
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Challenge/Opportunity DEMCO – sell library supplies Originally a catalog company Now web is a primary order source B2B, but respond like consumers Challenge – cart abandons Our cart abandon rate was 30% We knew from research studies - abandon cart emails could result in 4-6x conversion rates as promotional emails We did an analysis and determined it could be a potential huge revenue win
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Page 1: Cart Abandonment Email Marketing Silverpop Summit

Challenge/Opportunity

DEMCO – sell library suppliesOriginally a catalog companyNow web is a primary order sourceB2B, but respond like consumers

Challenge – cart abandonsOur cart abandon rate was 30%We knew from research studies - abandon cart emails could result in 4-6x

conversion rates as promotional emailsWe did an analysis and determined it could be a potential huge revenue win

Page 2: Cart Abandonment Email Marketing Silverpop Summit

Steps to Solve

1. Developed a strategic email plan– part of a more sophisticated

& targeted email program– increased relevancy

2. Completed an analysis to determine ROI

3. Integrated with web analytics provider (Omniture)

4. Launched emails!

 Open Shopping Carts Program

Qty 25,000Open rate 60%Opens 15,000CTR 40%Clicks 6,000Potential RR 15%Orders 900AOV $215Potential Sales $193,500Sales/Email $7.72

Page 3: Cart Abandonment Email Marketing Silverpop Summit

Process for Data Feeds & Email Launches

Launch promotional emailSystem: Silverpop

Go to demco.comSystem: Omniture

(Genesis)

Launch abandoned cart emailSystem: Silverpop

Data feeds:• Abandoned cart date• Product purchase date• Product IDs• Shopping cart URL

(business system)

Web visitors(from search, bookmarks, etc.)

Go to demco.comSign in & save cart

Launch abandonedcart email

System: Silverpop

Data feeds:• Abandoned cart date• Shopping cart URL

(business system)

Page 4: Cart Abandonment Email Marketing Silverpop Summit

Strategy & Messages

Started with a 3-step messaging approach…

 Message #

Days after cart filled Message Offer

A 1 Courtesy reminder – you still have items in your shopping cart

None

B 3 Important notice – we have reserved these items for you

None

C 5 Special offer Free tote with offerNote that if they place an order during this sequence of emails, they don’t receive the

2nd or 3rd email

Tamara Gaffney
Perhaps too many numbers on this. Should probably build with relevant information called out.
Page 5: Cart Abandonment Email Marketing Silverpop Summit

Email Examples

Page 6: Cart Abandonment Email Marketing Silverpop Summit

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

Results: Email Series

• Conversion rate is just as high on the first email as it is on the last email – without an offer

Page 7: Cart Abandonment Email Marketing Silverpop Summit

Results: Compared to Promotional Emails

These relevant and timely emails had significant results!

Abandoned Cart Emails

All Promotional

EmailsComparison

Open Rate 37% 8% 4.6xClick-to-open 41% 14% 2.9xConversion rate 20% 5% 4.0xSales/email $7.46 $.08 97x

Page 8: Cart Abandonment Email Marketing Silverpop Summit

Relative VolumeAbandon Cart

Emails0.3%

Promotional Emails99.7%

Cart vs. Broadcast Emails

Relative Sales

Abandon Cart Emails18.6%

Promotional Emails81.4%

High % of sales relative to volume

Page 9: Cart Abandonment Email Marketing Silverpop Summit

In Summary…

Lessons learned• Add in other abandons, not just those triggered by email• Added an opt-out flag for abandoned carts only• Don’t say “we’re going to empty your cart!”

Potential improvements• List products in the email with thumbnails• Test offers ($ off, % off, different free gift)• Test timing of offers

Key takeaways• Significant revenue can be generated from abandoned cart emails• 4x conversion rate and 100x $ per email than promotional emails


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