Post on 13-Jan-2015
description
Email: Triggered & Targeting
How Getting Personal Increases Conversions
Presented By:
Carolyn Nye
Director, Digital Interactive Group
USADATA
Email: Triggered & Targeting
How Getting Personal Increases Conversions
Presented By:
Carolyn Nye
Director, Digital Interactive Group
USADATA
Triggered Campaigns
• What is a Triggered Campaign?– An event-driven triggered email is automatically launched based
on a specific business rule criteria. These may be a behavior the customer has taken or as a result of time/date sensitive information.
• Why Triggered campaigns?– Triggered campaigns typically have much higher open and
response rates then normal promotional emails.– Customers are more engaged since the trigger is based off of an
action that was recently taken.– Information is highly relevant to what the customer is doing or
thinking about. – “Set it and forget it” Triggered campaigns require much less day
to day management then traditional thrust campaigns.
Triggered Campaigns• Challenges & Struggles
– Understanding your own customers behavior
– The technical implementation of triggered campaigns. Evaluating if the effort is worth the results
– Measuring a shift in behavior vs. true incremental sales on triggered campaigns
• Recipe for Success– Use timely & relevant information– Engage your customers interests– Create a sense of urgency. Use great offers
when applicable • Tips to Remember
– A triggered campaign will only be as successful as your ability to capture the customers email address and present valid, up to date information. There will always be a high percentage of customers who you cannot communicate via triggered strategies.
– Always follow CAN SPAM guidelines when thinking through any triggered program.
Types of Triggered Emails
Diversified Email Program Diversified Email Program
Examples of Triggered & Personalized Emails
• Abandon Cart : S&S Worldwide
• Order Confirmation Series: S&S Worldwide
• Happy Birthday: Mr. Chewy
• Product Review: S&S Worldwide
• Catalog Requests & Site Abandonment: S&S Worldwide
• B2B: USADATA
25% conversion on cart abandoners.
Cart program account for almost 1/3 of TOTAL yearly email sales
First and most effective in the series sent within hours after abandonment.
25% conversion on cart abandoners.
Cart program account for almost 1/3 of TOTAL yearly email sales
First and most effective in the series sent within hours after abandonment.
Abandon Cart Emails
Abandon Cart Emails
Remarketing: After the OrderOpportunity for Triggered Emails at Every Step
Order Confirmation Series
Order Confirmation Series
Demand from Order Confirmation Series emails grew 41.5% in one year.
Open rates range 45%-50%
People keep order confirmations in their inbox to refer to at a later date.
Demand from Order Confirmation Series emails grew 41.5% in one year.
Open rates range 45%-50%
People keep order confirmations in their inbox to refer to at a later date.
Client Example: Mr. Chewy Happy Birthday to Your Pet
Personalized:
- Dog & Cat Version
- Name of animal
- Subject line personalization
Triggered:
- Sent on the date of the animal’s birthday
Personalized:
- Dog & Cat Version
- Name of animal
- Subject line personalization
Triggered:
- Sent on the date of the animal’s birthday
Product Review Email
14% of those who click place another order
Second highest conversion rate next to Abandon Cart emails for S&S.
14% of those who click place another order
Second highest conversion rate next to Abandon Cart emails for S&S.
Products Review Notification
12% of those clicking on this email go directly to make another purchase.
12% of those clicking on this email go directly to make another purchase.
Bridging online & offline behaviors
Catalog Request & Follow-up
Increase responsiveness of catalog shoppers and profitability of catalog request program
Increase responsiveness of catalog shoppers and profitability of catalog request program
Recommendations/Abandon Site Email Recommendations/Abandon Site Email
Results:
• 40% open rate
• 57% click to purchase conversion
•Earns $2.18 per email deployed.
•Earned $127.70 per email clicked.
Results:
• 40% open rate
• 57% click to purchase conversion
•Earns $2.18 per email deployed.
•Earned $127.70 per email clicked.
Other Abandon Programs (Forms, Search, Browse)
• Depending on your business model and customer behavior on your site you can apply the same logic from a successful Abandon Cart Program to other ‘abandon’ programs.
• Examples include:– Abandoned a form or registration
process– Abandoned a session when
searching or browsing on your website
Example of B2B Triggered: USADATA
Saved List Count Emails for USADATA:
- This email is sent while after someone visits our site and explores our SL360 list processing application.
- We send an instant reminder as well as a series spaced out after the initial email reminder.
Saved List Count Emails for USADATA:
- This email is sent while after someone visits our site and explores our SL360 list processing application.
- We send an instant reminder as well as a series spaced out after the initial email reminder.
B2B Triggered EmailsSaved List Count Emails for USADATA:
- Email is personalized with name and unique URL to retrieve Saved List (Similar to an Abandon Cart Email)
- Conversion rates typically 30-40%
- Sent at longer increments then an abandon cart email since buying pattern and cycle is vastly different then B2C behaviors.
Saved List Count Emails for USADATA:
- Email is personalized with name and unique URL to retrieve Saved List (Similar to an Abandon Cart Email)
- Conversion rates typically 30-40%
- Sent at longer increments then an abandon cart email since buying pattern and cycle is vastly different then B2C behaviors.
Delivering Triggered &
Personalized Messages adds up!
Contact Information / Q&A
Carolyn Nye
Director, Digital Interactive Group– USADATA
• 292 Madison Ave • New York, NY
– cnye@usadata.com– 212-324-6239