“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