This presentation was delivered at Shop.org on September, 29 2010 by Loren McDonald, VP, Industry Relations, Silverpop. Topic description: Sophisticated retailers are moving transactional emails beyond the "order process" and generating significant results by deploying "pre- and post-purchase" email streams. These triggered emails often comprise less than 5 percent of email volume, but produce 40 percent or more of email revenue. This session will review "transactional 2.0" email techniques, including cart abandonment, product review requests, order replenishment and more. We will discuss best practices and review the technologies and resources required to implement them.
Triggered Email Pre to Post Purchase Emails Shop.org
1. Pre- to Post-Purchase Triggered Emails Shop.org Big Idea SessionTransactional Email 2.0: Think Beyond the Purchase Loren McDonald, Silverpop September 29, 2010
23. Abandon 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.
69. 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
0.7% of product views convert to orders8% of cart additions convert to orders
We recommend a more subtle, service-oriented approach – while this might be successful, it has the potential to put off subscribers with its over-the-top aggressive tone.
A very poor transactional email form Tiffany:No HTML, eg, no color, good layout, tables, fonts, etc- No branding- No cross sell
52% Open Rate (Nearly 150% higher than broadcast average) 13.8% Click through rate (125% higher than broadcast average) 10% higher conversion rate and slightly higher average order value.
30% Open Rate (40% Higher than Broadcast average) 7% Click through rate (18% Higher than broadcast average) 15% Higher conversion rate than overall average Surprisingly slightly lower than average order value