39
Engage the Customer Conversa0on with Triggered Email Ma7 Bailey Chief Philosopher SiteLogic Wednesday, February 13, 13
Engage the Customer Conversa0on with Triggered Email
Ma7 Bailey
Chief Philosopher
SiteLogic
Wednesday, February 13, 13
Session Speaker
Ma7 Bailey
President
SiteLogic
@Ma7BaileySays
Consulting Training Writing
Wednesday, February 13, 13
• Conversa;on• TPR -‐ Timely
–Timely
–Personal–Relevant
• Segmented Ac;ons
• Triggered Conversa;ons• Measure Success
• Turn a $5 offer into a $500 saleWednesday, February 13, 13
4
Email Isn’t Sexy
Wednesday, February 13, 13
Too MuchUntimely3rd Party ImpersonalIrrelevant
Wednesday, February 13, 13
should demonstrate knowledge of:
types of products and services i liketypes of offers i like
whether i am a new or returning customermy communication preferences
my namemy shopping habits
what i have searched on the websitemy gender
how much i have purchasedif i am a fan (social media) 4
12
20
23
36
39
47
54
61
64
E-Dialog Center for Marketing Excellence, June 7, 2010
Wednesday, February 13, 13
Conversation
7
Wednesday, February 13, 13
Wednesday, February 13, 13
Wednesday, February 13, 13
Impersonal
Untimely
Irrelevant
Wednesday, February 13, 13
delete
Wednesday, February 13, 13
Personal
Relevant
Timely
Wednesday, February 13, 13
Intelligent Email Marketing:-Personal-Timely-Relevant
Wednesday, February 13, 13
Conversation
image from Crea;ng Passionate Users: headrush.typepad.com
Wednesday, February 13, 13
Segmentation According to Captain KirkThe “Red Shirt” Phenomenon
Wednesday, February 13, 13
Crew of 45054 total deaths = 13.7 % mortality rate
Wednesday, February 13, 13
11% - Yellow shirt 9% - Blue shirt79% - Red shirt
Wednesday, February 13, 13
057.5%
Wednesday, February 13, 13
42.5%Wednesday, February 13, 13
16%Wednesday, February 13, 13
57% Beaming Down42% On-Board Mayhem16% Kirk meets Alien Women
Wednesday, February 13, 13
25% Off Ties!I already
bought 2!Sale on
Big and Tall Suits !
Big and Tall?
We’re glad you are a
customer!I didn’t find what I wanted...
Wednesday, February 13, 13
•WHAT TYPES OF CUSTOMERS DO YOU HAVE?–Name at least five types
•WHY DO THEY COME TO YOUR WEB SITE?–Name at least five reasons
2 Questions:
Wednesday, February 13, 13
Conversational EventsBrowsingCart AbandonmentProduct ReviewsThank YouAnniversaryReactivationReplenishment
Wednesday, February 13, 13
Golf Clubs? Here are more...
Interesting... I didn’t see these
yesterday.Here are some related items...
I’ll need those to go with
my clubs!Thanks! Can
you give a product review?AbsolutelyOh! You might be interested in...Wow!
Perfect!
Wednesday, February 13, 13
Transaction Data
Web Analytics
Contact History
Intelligence
Wednesday, February 13, 13
Triggers
Wednesday, February 13, 13
Email Web Print Call CenterThank You 1Thank You 2Thank You 3 Abandon 1Abandon 2Browse 1Browse 2Browse 3 Replenishment 1Replenishment 2Anniversary 1Anniversary 1
Thank You 1Thank You 2Abandon 1Abandon 2Browse 1Browse 2Replenishment 1Replenishment 2Product Review 1Product Review 2
Thank You 1Replenishment 1Product Review 1
Thank You 1Thank You 2Replenishment 1Replenishment 2Product Review 1Product Review 2Anniversary 1Anniversary 2Reactivation 1Reactivation 2
Triggered Campaigns(Outbound)
Triggered Campaigns(Inbound)
Triggered Campaigns(Outbound)
Triggered Campaigns(Inbound)
Relevance
Wednesday, February 13, 13
Case Study: Results
Triggered Email Campaigns Single Chanel: Month 1
Campaign Circ Orders Sales Resp
Re-‐order Reminder 744 8 $472 1.08%
$/Name Resp
$0.63 1.08%
Wednesday, February 13, 13
30
Case Study: Results
Triggered Email Campaigns 2 Channel: Month 2
Conversa0onal Events: Customers respond to triggered messages.
Campaign Circ Orders Sales Resp
Re-‐order Reminder 935 21 $1,420 0.51%
Product Review 4,910 25 $1,502 2.25%
$/Name Resp
$0.50 0.79%
!
Wednesday, February 13, 13
Case Study: Results Triggered Email Campaigns Mul2-‐ Channel: Month 4
Campaign Circ Orders Sales RespCart Abandon 1 139 8 $676 5.76%Cart Abandon 2 32 0 $0 0%Browse 8,935 3 $83 0.3%Reviews 1 466 7 $418 1.50%Reac;va;on 605 3 $188 0.5%Re-‐Order reminder 532 9 $678 1.69%Store Browse 1 10 2 $174 20%Store Browse 2 95 0 $0 0.0%Thank You 1 565 2 $99 0.35%Thank You 2 135 1 $26 0.74%Thank You 3 522 2 $54 0.38%TOTAL 12,036 37 $2,400 0.31%
Primary Campaign
$/Name RespPrimary Campaign $0.75 1.20%
Wednesday, February 13, 13
Case Study: Results Triggered Email Campaigns Mul2-‐ Channel: Month 6
Campaign Circ Orders Sales RespCart Abandon 1 444 13 $1,256 2.93%Cart Abandon 2 262 6 $280 2.29%Browse 7,607 28 $2,216 0.37%Reviews 1 299 2 $121 0.67%Reviews 4 308 3 $122 0.97%Reac;va;on 570 6 $405 1.05%Re-‐Order reminder 122 2 $100 1.64%Store Browse 1 2,978 21 $2,110 0.71%Store Browse 2 2,363 10 $550 0.42%Thank You 1 447 1 $16 0.22%Thank You 2 401 1 $93 0.25%Thank You 3 259 2 $102 0.77%TOTAL 16,060 95 $7,372 0.59%
Primary Campaign
$/Name RespPrimary Campaign $0.61 0.79%
Wednesday, February 13, 13
Total $ Orders AOV Mailable $/Customer Order/M $/M
Triggered $567,623 3,244 $175 24,152 $23.50 134 $23,500
Control $56,900 352 $161 6,236 $9.12 56 $9,125
+158%
+2%An office supply company
33
Wednesday, February 13, 13
Step 3 – Add Personalization
Personalization
Wednesday, February 13, 13
Prediction
Wednesday, February 13, 13
Wednesday, February 13, 13
Wednesday, February 13, 13
Too MuchUntimely3rd Party ImpersonalIrrelevant
PersonalRelevantTimely
Wednesday, February 13, 13
Thank You
Ma7 Bailey
Chief Philosopher
SiteLogic
Wednesday, February 13, 13
