Driving Loyalty through Triggered Messaging

“For repeat shoppers, e-mail is the most effective sales influencer: Nearly a third of purchases from repeat customers initiated with an e-mail. As such, businesses should up their efforts to collect e-mail addresses, and tailor their e-mail marketing messages to each recipients’ device and prior purchase behavior. “ Forrester 2012

Driving Loyalty and Customer Acquisition through Triggered

Messaging

Matt McClelland – Channel Manager Mike Austin – CEO Triggered Messaging

Driving Loyalty and Customer Acquisition through Triggered

Messaging

Take homes from today

• Start really simple

• Take off your marketing hat

• Look at what your competitors are doing

• Catch them while on the brain

Why Triggered Email Programmes?

• JetBlue got:

– 1640% more revenue per email

– 170% higher clickthrough rate

"Ecommerce businesses should concentrate more of their efforts on traditional online marketing tactics like search and e-mail than social media. That’s the conclusion of a Forrester study released Tuesday, which examined 77,000 online transactions made between April 1 and April 14. The study found that less than 1% of them could be traced back to social networks like Facebook or Pinterest” Forrester 2012

Buyers have lots of channels…

The Digital Marketing Experts 6

Blogging

Viral Content

Customization

Advergaming

Message Boards

Online Community

Quizzes

Podcast

Expert Tips

Digital Downloads E-news

Search

E-Commerce

YouTube Online Community

Social Networking

dotMailer Trial Account

Begin at the Beginning

• Just start. Pick a simple program and get it working

• Get experts to help you Test and optimise

• Leave it working..

A good place to start

• Cart Abandonment. 65% of carts are abandoned. Of these, only around 2% of first time purchasers will ever come back

• Real-time messaging can recover around 20% of those abandoned carts.

Case study - cart abandonment

• An online clothing store

• System showed around 47% of carts being abandoned

• With a number of triggers, revenue driven by email increased

from 5% to 18%

Case study - cart abandonment

• Messages sent 3 hours after an abandonment

• Without incentive, recovered 18% of abandoned sales

• Incentivized offer increased conversion to 21%

A good place to start

• *** Increases your sales by up to 30% ****

• Non-real-time is 10x less effective than messages within 1 hour

• Simple to implement.

Cart Recovery Best Practices

• Test what makes your customers more responsive:

– test times after abandon

– test different incentives (mindful of the cost and margin)

– test multiple triggers

– test subject lines

"What are the biggest email marketing challenges you expect to face in the next two years?” (forrester 2012)

• 69.9% unsubscribers do so because the email contains no relevant products

• Open rates are 20% higher for segmented vs non-segmented emails - MarketingSherpa

Automated Segmentation is key

Simple Segmentation Example

• Content Variation depending on choice

• Part of welcome programme

• Improvements in open, click through, conversion

Post Sale messages

• Bed Retailer example

• Purchasing decision reaffirmed

• Brand affinity as continually informed

• automated Personal approach

Transaction-based Triggers

• What are transaction-based triggers? Are they for retention for upsell?

• How do you target:

– past customers ?

– people who've abandoned their cart?

– people who have browsed products?

• Automation is key.

• Transactional data

Further Programmes

• When ready, move up to programmes like these to optimize the lifetime value of these customers:

• Browsed but didn’t buy

• Form abandonment

• Post-purchase review request

• Implied interests - browsed product of type (X)

• Upsell - purchased product of type (x) - now sell them (y)

• Replenishment

Summary

• Start Simple - just one triggered programme

• Automate everything

• Work with Experts

• Load Transactional data into your ESP

• Expand programmes at a rate that you can manage

• Test and Measure