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| Date post: | 30-Oct-2014 |
| Category: |
Technology |
| Upload: | bronto-software |
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Personalized Triggered Emails; Turn eRetailer Browsers into Buyers
John Deines
Director of Strategic Accounts at iGoDigital
Contact Information:Twitter: @JMDeines Email: [email protected]
iGoDigital (@iGoDigital)
Darren Baldwin
Director of E-Commerce at Dungarees.netEmail: [email protected]
Joined Dungarees in 2007
Graduated from Universityof Missouri, who just wonthe NCAA Tournament
Dungarees.net
Retailer of work apparel & footwear
2000 - Opened two retail locations
(Columbia & St. Louis,
Missouri)
2004 – Launched Dungarees.net
Double-digit growth every year since being online
Internet Retailer Top 500 Company
What we hope you takeaway …
Marketers need to be speaking with each customer on a 1:1 level
Retailers need to be remarketing based on consumer behavior
After a purchase, create an experience that builds a brand and drives loyalty
Technology can help accomplish these goals We all need to continue innovating to stay
competitive
Capturing Lost Revenue with Triggered 1:1 Remarketing Emails
How Important is the Internet?
Online Behavior
Shoppers are visiting 50 websites during a “relaxation” period while on the internet…
Online Shoppers
What Do Shoppers Do?
Research
Purchase
Browse
They Run …
They Run …
According to the iGoDigital Reporting Admin which includes 8 of the 10 largest online retailers and dozens of other leading online retailers, conversion rates range from 1.3% - 5.6%.
How do we chase them down?
Fighting for Wallet Share
How do we chase them down?
1. Collect and store all shopper behavior from clicks through purchases
2. Determine the most important behavior on which to automate an action.
3. Remarket and engage that shopper on a 1:1 basis with personalized email messages
4. Test & Optimize Results
Understand their Behavior
Understand their Behavior
Determine The Right Action
Remarketing Events• Product/Category Abandonment• Cart Abandonment• Back-In-Stock• New Sale Item• Customized
Remarketing Best Practices• Product Name in Subject Line• Image of Item(s) of Interest• Product Recommendations• Link to Saved Cart• Test Ideal Send Time• Consider Drip Campaigns
Product Abandonment
iGoDigital Client Averages Open: 36.4% CTR: 9.8%
Revenue Per Send:
$5.00 - $6.00
Abandoned Cart - Be Creative
Test & Optimize
Subject Lines:
Your Forgot Something vs. Did You Forget {Product Name}
Items Merchandised:
Highest Margin Items, Most Viewed, Sale Items, etc.
Send Times:
1Hour vs. 3 Hours vs. 24 Hours? When do you send the “drip” follow up email?
Do you make a Special Offer?
Encouraging bad behavior vs. driving more traffic
A Bronto Nation Example –
Dungarees.net
Our Decision to Send Remarketing Emails
Problem:
50% of carts were being abandoned
Goal:
Pull potential customers back to the site to make a sale
Our Remarketing Email Strategy
Provide alternative recommendations
Add extra incentives
Offer better customer service
Typical Marketing Email
Metrics
Open Rate: 17%
Click-Thru Rate : 25%
Conversion Rate: 6%
2.9 orders per 1,000 sends
Database of more than 100,000 subscribers
~30% of Dungarees.net orders come from repeat buyers
Abandoned Cart Email
Metrics
Open Rate: 56%
Click-Thru Rate : 14%
Conversion Rate: 17%
13.2 orders per 1,000
sends
Sent to customers 24 to 48 hours after they abandoned.
Comparison
Email Type Open Rate Click-ThruRate
Conversion Rate
Orders Per 1,000 Emails Sent
Typical Marketing 17% 25% 6% 2.9
Abandoned Cart 56% 14% 17% 13.2
Behavioral Based Emails
Category Abandonment Email
Metrics
Open Rate: 44%
Click-Thru Rate : 50%
Conversion Rate: 4%
8.5 orders per 1,000 sends
Comparison
Email Type Open Rate Click-ThruRate
Conversion Rate
Orders Per 1,000 Emails Sent
Typical Marketing 17% 25% 6% 2.9
Abandoned Cart 56% 14% 17% 13.2
Category Segment 44% 50% 4% 8.5
Future Vision
Product Ratingsand
Customer Reviews
Next step….
Drip Campaign
with Added Value
Building a Loyal, Repeat Customer with Email
We Did It
We converted a shopper to a customer…
We Did It
We converted a shopper to a customer…now what?
Food For Thought…
“It is cheaper and more effective to make current customers more loyal than to spend money attracting new customers.” Lee Scott, CEO, Walmart
Post Purchase Experience Tips
1. Brand your delivery
2. Keep the customer informed on their products while introducing relevant products
3. Ask for the customer to review your brand and merchandise
4. Ask for a referral
5. Send a post purchase triggered email with 1:1 product merchandising
6. Make future touch points personalized and relevant
Brand Your Delivery…
And Deliver On Time…
Keep The Customer Informed…
While Introducing Relevant Products
Advantages: Emails opened 70%+ Introduce New Products Encourage Customers to
Return Sooner Help the customer
complete their project
Send a Review Request Email
& Ask for a referral…
Make Recommendations
Make Future Touch Points Relevant
New Product of Interest Sends: 57,661 Open: 28,353 (49.2%) CTR: 6,891 (24.3%)
Post Purchase Strategy Tips
Inject product recommendations in transactional emails based on that recent purchase
Send a thank you message & ask for a review Trigger a post purchase email that merchandises
relevant products Ask for a referral Personalize future marketing emails Provide exceptional customer service and make it
easy for that customer to reach out
A Bronto Nation Example –
Dungarees.net
Post Purchase Emails
Confirmation Emails
Order & shipping
~70% Open Rate
Insert recommendations
Post Purchase Emails
Review Products
Great way to build
up site content
Better insight on good/bad products
Add incentive
Future Vision
Use iGoDigital’s Segment Builder to help us create segments
Test layouts and other incentives
More personalization in Typical Marketing Emails
Let’s Wrap It Up…
Takeaways
• Marketers need to be speaking with each of their customers on a 1:1 level. Knowledge is Power!
• We can reengage customers based on their shopping behavior to turn shoppers into customers
• By developing a personalized post purchase experience, we can increase the lifetime value of each of our customers
• Technology can help accomplish these goals so that they are automated and personalized
• We all need to continue innovating to stay competitive
Questions?
Contact Information
Email Address: [email protected]: @JMDeines / @iGoDigitalPhone: 317.431.4451
Email Address: [email protected]: @Dungareesnet
