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© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Tamara Gaffney | Sr. Product Marketing Manager , AdobeLisa Moling | E-marketing Manager, DEMCO
Case Study: How DEMCO Recaptures Revenue through Email
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
2 Introduction to DEMCO
4 Implementation Process
5 Results
2
3 Developing a Plan / Considerations
1 Introduction to the Adobe Online Marketing Suite
6 Lessons Learned & Takeaways
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe® Online Marketing Suite
Bring together data from multiple systems into one integrated platform.Leverage flexible and open architecture to extend core capabilities.Provide insight into consumer behavior across channels.Optimize ad spend across and within channels.Deliver engaging, relevant experiences that drive conversion.Include industry best practices and implementation support.
3
An integrated collection of products that allows marketers to optimize their online marketing.
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Online Marketing Suite
4
PROD
UCT
S Platform
AnalyticsMulti-Source
Enterprise
Online
Internet
SOLU
TION
SRetail Media &
Entertainment
Financial Services B2B High
TechTravel &
Hospitality
ConversionOptimization
AudienceOptimization
AdvertisingOptimization
SiteCatalyst
Discover
InsightSurvey
SocialAnalytics
Genesis DataWarehouseDigitalPulse
Optimization
Search & PromoteScene7
Recommendations
Test&TargetSearchCenter + Publish
Demdex
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Case Study: DEMCO
5
ChallengeQuick development and deployment of remarketing email campaign with limited staff and resources in less than a year.
SolutionCombine Adobe SiteCatalyst, Adobe Genesis and Silverpop® Engage to automate email remarketing program.
Results• Implemented Adobe integration within 4 weeks
• 24% conversion rate• Avg. $7.46 in lost revenue recaptured per conversion
• Unsubscribe rates less than 0.2%
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Do you deploy cart recovery emails?
Still quite a few who have not deployed this email remarketing technique.
6
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Introduction to the Adobe® Online Marketing Suite
7
2 Introduction to DEMCO
4 Implementation Process
5 Results
3 Developing a Plan / Considerations
6 Lessons Learned & Takeaways
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Presenter
Lisa Moling, E-Marketing Manager Develop & implement e-marketing programs including email
marketing, online promotions, web analysis, paid search, social and CRM
Over 15 years online and direct marketing experience in diverse industries including tourism, insurance and industrial safety.
8
About DEMCO Based in Madison, WI Sell library supplies
Originally a catalog company Now web is a primary order source
B2B, but respond like consumers
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Introduction to the Adobe Online Marketing Suite
9
4 Implementation Process
5 Results
6 Lessons Learned & Takeaways
2 Introduction to DEMCO
3 Developing a Plan / Considerations
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenges and Opportunities
What is your cart abandoned rate? DEMCO below average at 30%
Will it be worthwhile to automate abandoned cart triggered email program opportunity to recover lost revenue? DEMCO did the math and
decided YES!
10
Actually Challenge = Opportunity!
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Step 1: Develop a Strategic Email Plan
More sophisticated and targeted email program – increased relevancy!
Promotional Emails“Push” info to
customers• New products• Sales prices• New catalogs• Purchase incentives• Contests/
giveaways• Info tips• Trade show pre-
promotion
Triggered EmailsResponse to customer
action, prompt an action, close the loop
• Requested a catalog• Signed up for emails• Abandoned a
shopping cart• Made a first
purchase• Requested a sample• Attended a
workshop• Requested a quote
+
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Step 2: Assess capabilities & articulate goals
12
•“Batch & Blast” emails via a small business email service provider.•Using Adobe SiteCatalyst•Read research studies which demonstrated conversion rates on abandoned cart emails could be 4-6x conversion rate of a “regular” email
Current Capabilities
•Increase sales by optimizing conversions – Identify and market to cart abandons•Free up manpower by automating routine tasks - API integration allow us to automate opt-outs/opt-ins from our email system to our business system•Track Revenue per Send - New email service provider could integrate with web analytics so we could track email sales
Program Goals
Gap analysis demonstrated that we needed to search for a new ESP
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Open Shopping Carts ProgramStrategy Send an email that will prompt them to check out their order
within a limited timeframe. Place order within the next week and will receive tiered promo or a free gift--test which gets better conversion.
Qty 25,000Open rate 60%Opens 15,000CTR 40%
Clicks 6,000Potential RR 15%Orders 900AOV $215Potential
Sales$193,500
Sales/Email $7.72
Step 3: Develop the Offer
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Develop Offer and Estimate Incremental Revenue Analysis demonstrates potential huge revenue win.
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q3/Q4
2008 2009 2010Sales Triggered Emails $500,000 $750,000 $1,000,00
0Cost (ESP, Analytics Integration,
etc.)
$50,000 $55,000 $55,000
Revenue/Email Spend $10 $14 $18
Step 4: Demonstrate the ROI
14
Expecting ROI Positive in year 1!
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Message #
Days after cart filled
Message Offer
A 1 Courtesy reminder – you still have items in your shopping cart
None
B 3 Important notice – we have reserved these items for you
None
C 5 Special offer Free tote with offer
Step 5: Develop Creative Strategy
15
Started with a 3-step messaging approach…
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Message A – 1 day after
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Message B – 3 days after
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Message C – 5 days after
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What about the “big brother” theory?
Timing Send out emails next day
after cart is abandoned IT programming – what was
feasible Market we serve – libraries &
teachers
Unsubscribe rates less than 0.2%
19
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Introduction to the Adobe Online Marketing Suite
5 Results
3 Developing a Plan / Considerations
6 Lessons Learned & Takeaways
2 Introduction to DEMCO
4 Implementation Process
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How do the systems work together?
Launch promotional emailSystem: Silverpop
Go to demco.comSystem: Adobe
(Genesis)
Launch abandoned cart emailSystem: Silverpop
Data feeds:• Abandoned cart date• Product purchase date• Product IDs• Shopping cart URL
(business system)
Web visitors(from search, bookmarks, etc.)
Go to demco.comSign in & save cart
Launch abandonedcart email
System: Silverpop
Data feeds:• Abandoned cart date• Shopping cart URL
(business system)
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Timeline
11 months start to finish
22
Develop email planResearch Email Service Providers (ongoing since fall)
Sign new contract ESP & Adobe Genesis integration
Feb
Mar
Apr
May
Jun Jul Au
gSept
Oct
Nov
Dec
Sell internallyGet approval
Start w/new ESP22
IT programming - Changes to cookie, cart ID in URL, carts from signing inCreative development
Create triggered rules & testing
JanLaunch
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Introduction to the Adobe Online Marketing Suite
23
3 Developing a Plan / Considerations
6 Lessons Learned & Takeaways
2 Introduction to DEMCO
4 Implementation Process
5 Results
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cart Email ADay 1
Cart Email BDay 3
Cart Email CDay 5 AVERAG
EOpen 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
Step 5: Analyze Results & Determine Follow-up Cadence
Conversion rate is just as high on the first email as it is on the last email – without an offer
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results: Compared to Promotional Emails
These relevant and timely emails had significant results!
Abandoned Cart Emails
All Promotional
EmailsComparison
Open Rate 37% 8% 4.6x
Click-through rate 41% 14% 2.9x
Conversion rate 20% 5% 4.0x
Sales/email $7.46 $.08 97x
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results: Abandoned Cart vs. Broadcast Emails
High % of sales relative to volume
Relative VolumeAbandon Cart
Emails0.3%
Promotional Emails99.7%
Relative Sales
Abandon Cart Emails18.6%
Promotional Emails81.4%
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
1 Introduction to the Adobe Online Marketing Suite
3 Developing a Plan / Considerations
5 Results
2 Introduction to DEMCO
4 Implementation Process
6 Lessons Learned & Takeaways
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Lessons Learned
Add in other abandons, not just those triggered by email
Added an opt-out flag for abandoned carts only
Don’t say “we’re going to empty your cart!”
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Testing & potential improvements
List the products in the email, with thumbnails
Testing offers ($ off, % off, different free gift)
Testing timing of offers (# of days, # of emails)
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
1. Create your overall marketing plan
2. Build an ROI case
3. Use an email service provider that integrates with Omniture
Develop a Plan
4. See if you can identify other sources of conversion loss aside from email initiated (signed in, save cart, started order)
5. Go through ESP & integration processes
6. Work with IT group on finishing touches
7. Develop creative8. Test, test, test
Launch
9. Measure results
10. Identify improvement areas
11. Expand to new areas of conversion optimization
Measure, Improve, Expand
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Capturing Lost Revenue
31
Don’t let sales and customers slip away! Email Remarketing can capture revenue you missed the first time.
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Q&A
32
Stop by booth #XXXFor…TBD
© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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