INSPIRED MARKETING

iGoDigital, an ExactTarget Company

Who We Work With

iGoDigital works with 8 of the top 10 online retail sites

The Engine…To Drive a Personalized Cross-Channel Experience

Explicit Feedback

Single View of Customer: iGo + Point of Interaction: ET

The Platform

hourglass New York

dark color palette

heels

clothing

Sara

designer

shoes black sale

flats

cocktail party

female

silk

abandoned

The Customer Profile

Recs + Email

Case Study: Online Shoes.com

Personalization + Email

Average Results – Abandoned Cart

Sent Emails 31,000 / yearly

Opened Emails 15,000 / yearly

Clicked Emails 3,600 / yearly

Converted Emails 400

Revenue With iGo: + $48,500

iGoDigital Metrics

Capture Rate 30%

Open Rate 52%

Click Through Rate 25%

Conversion Rate 12%

Abandon Cart Email

• Abandon Cart Rate about 70-75% • Only about 20% of IR1000 sending

abandon cart in 2012 • Why?

Abandon Cart Email

• Seems easy – A person puts something in the cart and doesn’t buy, send an email

• Challenges: • Web traffic work with your ESP? • Should you send an offer? • When to send the email? • How many emails to send?

Abandons can be quite different

• Male vs. Females • Males – typically compare prices then

abandon less • Females – Tend use the cart almost as a

wish list, and are more sensitive to S&H costs

Offers and incentives can be very competitive

• Forrester found about 85% of people abandon because of either S&H costs were to high, or they were not ready to buy.

• 36% of consumers said they would not buy unless they had free S&H.

• 47% would not buy without a promotion

Cadence

• About 60% of purchases are in the first 3 hours average for IR1000

• First email within 24hrs (40% Revenue) • Second email within 48hrs (9% Revenue) • Third email on day 4 (34% Revenue) • Fourth at day 7 (17% Revenue) • Different for different retailers

Subject Line

• Customized subject line increases the

open rate • Use the name of the product in the

subject line • If you are making an offer leverage that in

the subject line • Vary the subject line between sends

Offers

• About 41% of the IR 500 offer some discount in message 1 and 56% in message 2.

• Typical: • Free Shipping • 5% off • 10% off

• Discount Ladder • Expire discounts in timeframe

Personalize the content

• Personalize the content by using the person’s name

• Use the image of the product abandoned in the email

• Link back to their cart • Include related items or other

recommendations with prices • Include rating and review information in

the email

A couple of thins about Check Out

• Ask for email first in the process • Don’t surprise people with hidden fees

during the checkout process • Keep the number of pages small in the

checkout process

Test Everything

• Your setup will need to be different • Starting point can be based on common

best practices • Adopting testing as part of the process

Start!

• Most important thing is to get started as soon as possible

• Even basic campaigns can recover lost opportunities and increase revenue