Nurture Registrants with Triggered Email Follow-up

Nurture Registrants with Triggered Email Follow-up Will Schnabel VP Business Development, Silverpop wschnabel@silverpop.com Twitter: @wschnabel

Silverpop 1400+ customers, 2000+ brands Email Marketing and Marketing Automation CRM and Web Analytics Integration +2B messages per month Renewal rates and client satisfaction: +90% Overall Deliverability: 96%

Goal for Today: Understand the opportunity to use trigger-based email programs based on an understanding of consumers web activity to boost revenues

Think beyond just this

To Triggered Lifecycle Programs Pre-Transaction Purchase Process Post-Purchase Relationship Browse abandonment Cart abandonment Order Confirmation Order status Shipping notice Shipment confirmation Trip preparation Satisfaction Survey Review request Review notification Recommendation Replenishment Repurchase Upgrades Bounceback Account reminder Loyalty programs Account status Purchase anniversary Right time, right message!

Relevancy is King! $500,000 $400,000 $401,942 $300,000 $200,000 $222,970 $228,754 $162,631 $100,000 $0 $76,668 $83,419 $45,600 $5,155 Broadcast Life cycle Targeted Website Activity Monthly revenue Monthly net profit Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.

Email Marketing Sophisticated applications Easy to use The Challenge Right Message Right Place Right Time

Trigger-based approach

Low Volume, High ROI Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns

Question is not what is the optimum frequency, but how do we send more relevant emails, more often, with fewer resources?

Triggered Email Programs Opportunities Welcome Campaigns B2B Lead Nurturing Cart / Browse Abandonment Post-Purchase Purchase / Transactional

Welcome Programs: May be the most important email your company sends

Welcome Emails: Goals and Purpose Goals Speed up conversion Minimize list churn Strengthen brand perception Reduce inactivity Purpose Educate subscriber Reward/Incent Instill/reinforce trust Enable immediate email experience Provide administrative information/tools Set expectations

Single Welcome Email Immediate Response

Series #1 Welcome to the Tafford Community

Series #2 Three Reasons You Will Love Tafford + A Special Offer

Series #3 Personalize Your Tafford Experience

2009 Welcome Series Indexed Results

Cart / Browse Abandonment

Multiple Opportunities in the Funnel

Average cart abandonment rate 60-70%

Following up with abandoners by email can yield 25%or more conversion rates.

In Your Face vs

Subtle and service oriented

Did You Forget Something? A Special Offer To Return To Tafford

Abandoned Cart Emails 25% conversion on cart abandoners. Cart program accounts for almost 1/3 of TOTAL yearly email sales First and most effective in the series sent within hours after abandonment.

Results compared to promotional emails Abandoned Cart Emails Promotional Emails Comparison Open Rate 37% 8% 4.6x Click-through rate 41% 14% 2.9x Conversion rate 20% 5% 4x Sales/email $7.46 $.08 97x Source: Silverpop Client

Purchase Process (Order confirmation, shipping)

Missed Opportunity!

Cross Sell / Upsell- Recommendations Best Practice: Recommend accessory items or complementary items for each product in cart

Order Confirmation Email Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%

Post Purchase

Deploy Post-Purchase Emails? Type of Post-Purchase Email Percentage Deploy Service satisfaction 50% Product Review Request 43% Recommendation (since you bought this, you might ) 29% Do not deploy post purchase emails 26% Bounceback 21% Cross sell/upsell 19% Happy Birthday Promotion 17% Reorder/Replenishment 17% Purchase Anniversary Promotion 12% Product Review Posted Notification 2%

Tafford Fred, A Customer Special Survey Thank-You - Tell Us Offer What From You Tafford Think

Fred, Rate the Tafford products you purchased

Tafford Fred, Fred, A Customer Special Special Thank Survey Thank-You - Tell You Offer Us Offer What From You from Tafford Tafford Think

Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.

Product Review Notification 12% of those clicking on this email go directly to make another purchase.

Bounceback / Thanks

Reminders almost out of stock Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates Average Order Value is 53% HIGHER

Purchase Anniversary / Birthday

10% off good for one month

2009 Birthday Campaign Results

Purchase Anniversary 15% higher conversion rate than average from broadcast messages

Low Volume/High ROI Triggered Emails: 3-5% of email volume = 45% of profits Travel Site 4% of email volume = 40% of email revenues Ecommerce Site

So, what else is new in Email Marketing?

Traditional Email Marketing Campaign Results 4.5 4.0 3.5 3.0 Sales 2.5 2.0 1.5 1.0 0.5 0.0 Campaign #1 Campaign #1 Campaign #3 Campaign #4 Campaign #5

The Problem Marketers Face Campaign Results 4.5 Subscribers / Visitors 4.0 1 st -Time 3.5 Customers Sales 3.0 Unengaged 2.5 Customers 2.0 Repeat 1.5 Customers 1.0 Loyal Customers 0.5 0.0 Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5

The New Wave in Email Marketing Traditional Segmentation Geographic Region Population Density Demographic Age Gender Income Psychosocial Social Class Lifestyle RFM Analysis Recency Frequency Monetary Segmentation 2.0 Traditional Segmentation plus Real-Time elements including Purchase Behavior Last purchase date Number of purchases Purchase value Web Behavior Visited your website Viewed a product page Submitted a web form Accessed your online resources Social Behavior Shared your message with others Email Behavior Clicked an email link

Marketing with Segmentation 2.0 Welcome Campaigns 1st Purchase Campaigns Repeat Purchase Campaigns Loyalty Campaigns Reengagement Campaigns 100 300 400 600-200 -400 Subscribers / Visitors 1 st Time Customers Repeat Customers Loyal Customers Unengaged Customers

Put Segmentation 2.0 to Work for You Contact Scoring Create your own custom segmentation model. Programs Design intelligent, multi-track campaigns that run and manage themselves. Dynamic Content Send highly relevant, one-to-one messages. Alerts Trigger instant customer satisfaction and service notifications.

Share to Social #2 Clicking link takes recipients to social network to complete sharing process #1 Insert Social Network Link in Email #3 All the recipients friend will now be notified via Facebook of the share!

Best time to send?

Right Message, Right Time

Send Time Optimization 75% increase in revenue 2X conversion rate 30% increase in number of orders per program 50% increase in open rates 22% lift in conversion rates

Now if you are a B2B Marketer

Plugging the Leaky Funnel

Plugging the Leaky Funnel

Nurturing Infrastructure

Nurturing Infrastructure Lead Capturing

Nurturing Infrastructure Lead Assessment & Scoring

Nurturing Infrastructure Lead Routing to Sales

Nurturing Infrastructure Lead Nurturing & Reporting

Progressive profiling Dating 1 st contact 2 nd /3 rd /3 contact later contact + behavioral Source: MarketingSherpa and KnowledgeStorm, Connecting Through Content"

Develop programs/offers that align with where prospects are in their buying process Info kits How-to guides White papers Case studies Decision tools Webinars Assessments Consultations Custom demos Seminars Quotations Early Middle Late Source: AcquireB2B

Nurture Campaign Planning Campaign Type Inquiry Consideration- MQL Evaluation - SAL Selection- SQL Post-Purchase Win/Loss Marketing Nurturing Education, Offers, Events, WPs Sales Acceleration Longer Term Awareness Client Success, Exec Breakfasts, Promotions Periodic Drip Campaigns, Newsletters, Remarketing Re-engagement campaigns Customer Retention and Growth Cust Sat, Up-sell Source: Annuitas Group, Silverpop

When should sales pounce?

Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500

CRM Integration

B2B Lead Nurturing Success Increased No. of New Leads Generated through existing demand gen activities 400% 5x Increased No. of qualified leads sent to sales 2x Improved Sales Close Rates 25% Reduced Cost per Sale

Summary

Triggered Email Program Benefits Highly relevant to individual or buying stage Based on web activities Set it and forget it Incremental Revenue

Key Takeaways Determine revenue opportunity from triggered programs Get ownership of transactional emails Quick wins (birthday, bounceback, nurture, etc) If selling online, focus on cart abandonment recovery Continuously refine and add new triggers Watch the dollars roll in!

Resources Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html Many presentations on SlideShare www.slideshare.net/silverpop

Thank you! wschnabel@silverpop.com On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com