Delivering Increased Relevance and Revenue with Automated Emails

Loren McDonald –Silverpop

Zack Notes -UncommonGoods

Speakers

Zack Notes

• Senior Analyst, UncommonGoods

• zack@uncommongoods.com

• @zacknotes

Loren McDonald

• VP, Industry Relations, Silverpop

• lmcdonald@silverpop.com

• @LorenMcDonald

More of this ^ = more of this ^

Agenda

UG Email Program Overview

Welcome Emails

Remarketing Emails

SKU/ReminderConfirmation

Emails

Broadcast / Fatigue

Program Results

UncommonGoods

Overview and Email Program

UncommonGoods

Online only retailer of Art, Home Décor, Jewelry, Accessories - a wide array of products

Independent designers

Focus on sustainability - 1/3 are made from recycled materials

1/2 are handmade / 1/2 are made in USA

Independently owned and operated

Based in Brooklyn, NY

UncommonGoods

UncommonGoods

Independent B Corp out ofSunset Park in Brooklyn NY

UncommonGoods EmailThe Early Days: 2005 - 2009

We had been sending one broadcast email to everyone…

Instead, we wanted to send more relevant emails to smaller groups of people.

And we still had plenty of free space on the calendar...

SUN MON TUES WED THU FRI SAT

Automation Timeline

2009 2010 2011 2012 2013

Confirmation Emails

Welcome Series

Browse Retargeting

Cart Abandonment

Sku Notify

Welcome Emails

Welcome Email #1

Welcome Email #2

Welcome Email #3

Welcome Progression – But still generic …

Immediate

3-7 days

7-14 days

Immediate

Stand alone

Email # 1

Email # 2

Email # 3

3-part series

Cruise

Site

Caribbean Mexico Alaska

Email Sign-Up

Welcome Email 1

Welcome Email 2

Mexico

Offer

Welcome Email 3

Hawaii

BrowseGenericContent

Ooops

Email Sign-Up

Welcome Email 1

Welcome Email 2

Welcome Email 3

Welcome Email 4

Or you try to convert them on Alaska Cruise

Alaska offer –w/deadline

Includes current Alaska cruise offer

Includes survey/progressive

form

Includes current Alaska cruise video /

Testimonials

Using Web Tracking – marry browse behavior to email address

Welcome Learnings/Tips

• Series of emails w/ specific goals

• Leverage data, personalized

• Branding opportunity

Think “Onboarding”

• Start with 1

• Move to a series/leverage other content

• Add personalization/dynamic content

Getting Started

• Unsubscribes can be high

• You can run A/B tests by assigning a random number to opt-ins

Misc

Remarketing

Browse, Cart and Process Abandonment,

Browse – Sniffing Around

Browse / Cart Abandonment: Showing Interest

Sent

Delivered

Opened

Clicked

Product Views

Cart Additions

Checkouts

Orders

Revenue

Units

Browse Retargeting ProgramA customer views one of the pages under our “for him” category …

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

Browse Retargeting ProgramWe have an automated program keyed off of the Web Tracking table …

Browse Retargeting ProgramIt triggers this email to the customer…

Browse Retargeting Program

We have 8 of these, including “For Kids” …and Office

Next Iteration: SeeWhy “Browse Abandon”

Thank You!

Wizard / Calculator Abandonment

Supplement Wizard – Abandoned, Finished Process

• Sent when a customer receives their results but does not add items to cart or checkout

• 40.17% Open Rate• 4.18% CTR• $0.38 Rev/Email

Retargeting Learnings/Tips

• Kayak – Flights, Hotels, Cars, Deals, Vacations

• Lowes – Electrical, Flooring, Garden, etc..

Identify 4-8 large segments

• Turn broadcast into triggered emails

• Flyers, catalog, site promos, etc.

Recycle and Leverage Other

Assets

• Educate – tips, videos, testimonials, tools

• Content that moves buyer to next stage

• Change subject lines between cyclesContent

Shopping Cart – Close to jumping in …

Following up with abandoners by email

yields

up to 50% conversion.

Cart Email A

Day 1

Cart Email B

Day 3

Cart Email C

Day 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 Cart Remarketing Results

Conversion rate is just as high on the first email as it is on the last email

Cart Abandonment

• Service tone

• Human

• Multiple channel options

•Reassurance

•50% conversion

Cart Remarketing Learnings/Tips

• Send a series – e.g. 3 emails

• Near real-time for email #1

• Save incentives till the endTiming/Series

• Turn broadcast into triggered emails

• Flyers, catalog, site promos, etc.Content

• Control group that does not receive email

• Test different lag timesTesting

Prepare for a complex integration

SKU/Reminder Emails

Reminders turn customer service into $$$

Out of Stock = Sku Notify Emails …

SkuNotify Emails

Reorder

Replenishment

Goal: Increase sales of repeat purchases

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

Results:- 29.4% Open Rate- 3.56% CTR- $0.41 Rev/Email- 9.56% Conversion Rate

Confirmation/Shipping Emails

Turning a “thanks” into another purchase

Order Confirmation

Order Shipped Notice

Confirmation Learnings/Tips

• Send 3 confirmation emails – order, shipping, deliverySeries

• Leverage your company’s recommendation software, e.g., Baynote, Certona, etc

Cross-Sell

• Place plenty of links to categories but keep the focus on the confirmation message

Don’t Go Overboard

Other: Broadcast Emails and Managing Email Fatigue

All of these programs are targeting our most

engaged customers. Can’t this be applied to our

broadcast emails as well?

AgilOneIntegrates with your ESP so you can query the engagement segments.

It’s a reactive system in which customers can move between segments, based on engagement.

AgilOne’s engagement segments can be used in automated programs as well

Once you have a developed email program, you need to manage customer fatigue

Fatigue Management - Tips

Treat your engagement segments differently

Learn to calculate the opportunity cost of your unsubscribes

Start running frequency tests – simple holdouts and advanced cohorts

Transactional emails do not require an unsubscribe link

Program Results / Final Thoughts

Program Stats

Email program Open Rate Conversion Rate Emails Sent Total Revenue Share

Broadcast 18.1% 1.6% 20,400,000 5.90%

SKU Notify - 23.9% 8,000 0.63%

Confirmation - 2.4% 398,000 0.46%

Cart Remarketing 27.9% 23.1% 11,500 0.27%

Welcome 34.4% 1.4% 149,000 0.27%

Retargeting 41.8% 2.2% 90,000 0.25%

*Time Period: 4/1/13 - 8/19/13

Sends vs. Revenue

97%

0%

2%0%

1%

0%

1%

# Emails Sent

Broadcast Sku Notify Confirmation CartAbandon Welcome Retargeting

75.9%

8.1%

5.9%

3.5%

3.5% 3.3%

Email Revenue

Final Thoughts/Takeaways

•Big opportunities first

•Think “segments” of 1 / Move to small segments

•Leverage existing/other technologies

•Think in terms of a phased approach

Get Started

•Leverage existing content

•Think service/helpful content – not just offers

•Evolve into seriesContent/Approach

•Test everything

•Turn problems into opportunities

•Make friends with ITOther

Q & A / Contact Information

Zack Notes

• Senior Analyst, UncommonGoods

• zack@uncommongoods.com

• @zacknotes

Loren McDonald

• VP, Industry Relations, Silverpop

• lmcdonald@silverpop.com

• @LorenMcDonald