For today's retailers, the key to digital marketing success lies in converting more potential buyers earlier in the relationship and then leveraging behavioral data and automation to drive increased loyalty and repeat purchases. Sound like too much to fit into one shopping bag? In this session, Loren McDonald, Vice President of Industry Relations with Silverpop, will help you sort it all out, offering tips and techniques designed to convert more browsers into buyers and keep them coming back for more.

1. Retail Email Marketing Strategies
that Drive Repeat Purchases &
Increase Revenue
@Silverpop
Big Idea Session
Shop.org – Oct 2, 2013
1

2. Today’sAgenda
2
Loren McDonald
VP, Industry Relations
Silverpop
lmcdonald@silverpop.com
@LorenMcDonald
Set Up
6 IdeasQ & A

3. 3
My Guarantee:
At least 1 idea you can take back to
the office and turn it into increased
revenue.

4. Repeat/loyal customers begin with the first purchase…
First
Purchase
Repeat
Loyalty
/High LCV
4

5. …This works, but is not the answer …

6. SmartPak: Broadcast vs. Automated Emails
65%
35%
Revenue
84%
16%
Volume
Promotional
Automated
70 unique
transactional and
lifecycle emails/day,
10+ promotional
emails per month
28 automated
programs in place

7. Today’s
Keys
Behavior
Automation
Real-Time
Data/Content
Integrations
Delight/Add
Value

8. Idea #1:
Evolve “Welcome” to “Onboarding” Program
@LorenMcDonald
@Silverpop

10. Welcome Progression – But still generic …
Immediate
3-7 days
7-14 days
Immediate
Stand alone
Email # 1
Email # 2
Email # 3
3-part series

11. Retailer
Women Men Home
Email Sign-
Up
Welcome
Email 1
Shoe
Offer
Beauty
Browse
Generic
Content
Ooops

12. Email Sign-
Up
Onboarding
Email 1
Onboarding
Email 2
Onboarding
Email 3
Onboarding
Email 4
Or you try to convert them on “Home” items
Follow on
social
Includes current
Home products offer
w/ recommendation
Includes gender
based offers
Includes current
location-based
content
Using Web
Tracking – marry
browse behavior
to email address

13. Idea #2:
Move BeyondCart Abandonment to Browse
Remarketing
@LorenMcDonald
@Silverpop

14. Browse – Sniffing Around

15. Browse / Process Abandonment: Showing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units

16. UncommonGoods - Browse Retargeting Program
A customer views one of him” category …
Their page view gets logged in Silverpop’s Web Tracking table …

17. Browse Retargeting Program
An automated program is keyed off of the Web Tracking table …

18. Browse
Retargeting
Email
2.2%
Conversion
rate

19. SmartPak Browse Program
• 37.6% Open Rate
• 7.35%CTR
• $0.44 Rev/Email – 4X broadcast

20. Idea #3.
Take your cart abandonment program up a notch
@LorenMcDonald
@Silverpop

21. 21
Cart:
2.0
Real-time
Recommendations
/ Reviews
Series
Content/
“Human”

22. 22
Real-time remarketing campaigns, where
the email was sent immediately following
the abandon, generated 105% more
revenue than the same email sent only 24
hours later.
Source: SeeWhy

23. SmartPak: Abandon Cart w/ Recommendations
• 38.5% open rate
• 10.15% CTR
• 50% conversion
rate
• $4.80
revenue/email
Dynamic product
recommendations

24. Cart Email A
Day 1
Cart Email B
Day 3
Cart Email C
Day 5 AVERAGE
Open Rate 40% 39% 32% 37%
Click-to-Open 44% 47% 28% 41%
Click-thru-Rate 18% 18% 9% 15%
Conversion Rate 22% 15% 24% 20%
Sales/email $8.60 $8.40 $5.04 $7.46
DEMCO – Impact of Using a Series of Emails

25. • Aaron -
Real person
• Service
tone
• 50%
conversion
rate
“Human”Cart
abandonment

26. Idea #4.
Reminders and Replenishment Programs
@LorenMcDonald
@SIlverpop

27. “Important
Dates” Reminder
Email
27

28. Your dates trigger an email…
28
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email

29. Out of Stock = Sku Notify Emails …

30. Sku
Notify
Emails
23.9%
Conversion
Rate

31. Replenishment
Goal: Increase sales of repeat
purchases
Timing: Based on a
calculation of when product
will run out
Results:
- 29.4% Open Rate
- 3.76% CTR
- $0.42 Rev/Email
- 9.36% Conversion Rate

32. Idea #5.
Post-PurchaseTouches
@LorenMcDonald
@Silverpop

33. Order Confirmation, Shipped
2.4%
conversion rate

34. Purchase Cross-Sell
Goal: Increase sales by
marketing a relevant product
to customers
- Targeted customers based on
previous purchases
Results:
- 19.41% Open Rate
- 4.31% CTR
- $0.58 Rev/Email
- 12.5% Conversion Rate
Subject Line: “Stop Sore Feet in their
Tracks”

35. How-to video

36. Idea #6.
RewardYour Best Customers
@LorenMcDonald
@Silverpop

37. evo - Best Customers: R1F1M1
37
Recency
(Top Quartile)
Monetary
Value
(Top
Quartile)
Frequency
(Top
Quartile)
Surprise and Delight

38. Triggered 7 days after a frequent customer has spent a
grand total of $650 in their lifetime.
Best Customers: R1F1M1

39. Woohoo! Because we’re so thankful you chose to shop with us we’d like to offer you this code
good for $50 off your next purchase. It’s as good as it sounds – 50 free dollars good toward
ANY order over $50 on evo.com.
How it works: Enter your code in the “Enter Coupon Code” spot in the cart before checkout and
we’ll automatically deduct $50 from your order.
Here is your code: %%50 Dollar Code%%
We appreciate you shopping with us and hope to see you again soon!
With love, evo

40. Thanks!
What idea are you taking back to
the office?

41. A unified, behavioral-driven platform that lets marketers incorporate
every imaginable customer touch point, regardless of system or vendor,
into a single view that drives individualized, real-time content
through the most appropriate channel.

42. Selected Silverpop Retail/EcommerceClients

43. Silverpop
Retail
Partner
Ecosystem

44. Download the “Print MoneyToday”Whitepaper
http://www.silverpop.com/marketing-resources/white-papers/all/2013/emails-
marketers-should-automate/

45. Interested In Learning More?
silverpop.com
silverpop.com/marketing-resources
www.slideshare.net/silverpop
Twitter.com/silverpop
Facebook.com/silverpop