Triggered & Transactional Emails That Really Work

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Transcript of Triggered & Transactional Emails That Really Work

  • FEBRUARY 25, 2015

    TRIGGERED & TRANSACTIONAL EMAILS THAT REALLY WORK

    AN ALLEN EDMONDS SUCCESS STORY

  • YOUR PRESENTER

    Jessica Grewal Account Director BlueHornet

  • 15%

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    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer changes or updates

    Welcome campaign (a series of

    Welcome message (triggered after

    Enterprise

    Mid Market

    AUTOMATED/TRIGGERED MESSAGE UTILIZATION

    Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

    Please select the types of automated trigger campaigns you currently use.

  • WHO IS THE ALLEN EDMONDS CUSTOMER?

    Businessman, professional, politician or leader in other fields where business attire is expected

    Typically dislikes shopping; appreciates the professionalism and convenience of Allen Edmonds stores and website

    Not uncommon for him to ask for help selecting footwear / fashion

    Conscious of personal presentation both formally and casually wants to be seen as a smart dresser

    Regardless of age, wants to be seen as relevant, driven, mature yet youthful; loves Timeless Classics, latest styles, custom offerings and WebGems

    Loves being in the know and appreciates unique offerings with stories VS. same old, same old

    Core customer

    Our fast-growing 2ndary target is more psychographic

  • THE ROAD TO AUTOMATION

    Batch & Blast

    Limited Automation Welcome Transactional

    Fully Automated

    Welcome Program Cart Abandonment Transactional Post Purchase Series

    Preparing & Testing

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    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer changes or updates

    Welcome campaign (a series of

    Welcome message (triggered after

    Enterprise

    Mid Market

    AUTOMATED/TRIGGERED MESSAGE UTILIZATION

    Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

    Please select the types of automated trigger campaigns you currently use.

  • WELCOME CAMPAIGN

    Revenue per email doubled. Opt-out rate dropped from

    0.73% to 0.07%.

  • ORIGINAL WELCOME SERIES

    1

    2

    3

  • 1 2

    NEW WELCOME SERIES

    Day 1 Day 38

  • RESULTS

    Welcome Messages Aug 2013 Current

    Welcome #1 Welcome #2 Welcome #3

    Subject Line Welcome to Allen Edmonds Welcome to Allen Edmonds Our Commitment to Our

    Customers

    Enjoy Free Shipping & Returns - Every Day - No

    Minimums

    Open Rate 43.60% 60.80% 55.38% 42.96%

    Click Thru Rate 14.56% 16.07% 11.79% 10.86%

    Click to Open Rate 33.39% 26.44% 21.28% 25.28%

    Revenue-per-Email $1.07 $0.654 $0.425 $0.428

    Opt Out Rate 0.07% 0.73% 0.59% 0.61%

    Current Previous

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    37%

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    46%

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    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer changes or updates

    Welcome campaign (a series of

    Welcome message (triggered after

    Enterprise

    Mid Market

    AUTOMATED/TRIGGERED MESSAGE UTILIZATION

    Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

    Please select the types of automated trigger campaigns you currently use.

  • CART ABANDONMENT

    1 in 3 visitors who receive the cart abandonment series convert without a promotional discount.

    Average order value is

    4% greater than organic order recovery.

  • CADENCE TEST

    Timing of sends:

    1st realtime, 2nd in 24 hrs

    1st at 24hrs, 2nd in 7 days

    TEST 1 A1 B1

    Open Rate 53% 58%

    CTR 4.6% 5.04%

    Conversion Rate 4.6% 10.4%

    Revenue-per-email $0.62 $1.10

    Our customers need time to consider their purchases.

    1

    2

  • NO PROMO VS 10% OFF TEST

    TEST 2 No promo Promo

    Open Rate 53% 57%

    CTR 3% 6.5%

    Conversion Rate 3.4% 7.5%

    Revenue/email $0.91 $7.32

    5x more orders, 2.5x higher AOV with Promo

  • 15%

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    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer changes or updates

    Welcome campaign (a series of

    Welcome message (triggered after

    Enterprise

    Mid Market

    AUTOMATED/TRIGGERED MESSAGE UTILIZATION

    Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

    Please select the types of automated trigger campaigns you currently use.

  • TRANSACTIONAL

    81% of transactional email revenue comes from product recommendations

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    37%

    33%

    46%

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    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer changes or updates

    Welcome campaign (a series of

    Welcome message (triggered after

    Enterprise

    Mid Market

    AUTOMATED/TRIGGERED MESSAGE UTILIZATION

    Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

    Please select the types of automated trigger campaigns you currently use.

  • POST PURCHASE SERIES

    Doubled conversion rate.

    More than doubled revenue/email with just one test.

  • POST PURCHASE SERIES

    1. Upsell & Cross Sell

    Belt with shoe

    Shoe care

    products/shoe trees

    2. Educate

    How to care for you

    shoes

    Rotate and grow your

    shoe collection

  • POST-PURCHASE SERIES

    3. Loyalty Recraft Program

  • UPSELL TEST: RELEVANT CREATIVE

    Generic Manistee Cottonwood Wide Basic

    Open Rate 52.56% 53.75% 57.81% 52.19%

    CTR 14.30% 14.91% 15.32% 11.48%

    Conversion Rate 4.39% 2.68% 1.95% 2.05%

    Revenue-Per-Email $0.90 $0.46 $0.33 $0.30

    4-6.5% conversion rate consistently over last 6 mo.

  • $40 increase in AOV with Promo

    Test No Promo Promo

    Open Rate 58% 46%

    CTR 13.9% 12.8%

    Conversion Rate 0.89% 4.13%

    UPSELL: PROMO REQUIRED?

  • POST PURCHASE EXPERIENCE: NEW CUSTOMER

    day 0 day 0/1 ship date 20 days post ship

    Only to customers who purchased shoes but no belt.

  • Only to customers who purchased a recraftable shoes.

    Only to customers who purchased shoes.

    Time for a Recraft

    30 days post ship 38 days post ship 45 days post ship 350 days post ship

    POST PURCHASE EXPERIENCE: NEW CUSTOMER

  • 15%

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    37%

    33%

    46%

    56%

    0% 10% 20% 30% 40% 50% 60%

    Subscriber is dormant, shows no

    Shopping cart abandon or other type

    Post purchase offer

    Post purchase survey

    Customer contact at offline locations,

    Customer offers based on coupon

    Messages based on rules related to

    Messages triggered based off criteria

    Customer ch