The document discusses strategies for retailers to improve email marketing engagement and sales. It recommends implementing triggered email messages like cart reminders and browse remarketing to capitalize on abandoned carts. Personalized messages that include product images and discounts are most effective. Testing is important to optimize message content, timing, and personalization level. Attribution models must account for emails' role in longer customer purchase journeys.

1. 1 @JeaJen @dprism1
How Retailers Can
Keep Email Marketing
Messages at the Top of
the Inbox
March 26, 2015
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors

2. 2 @JeaJen @dprism1
Overview
Triggered Email Messages
Cart Reminders Browse Remarketing
Personalization
Testing
Attribution
Additional Resources
A Little About Me

3. 3 @JeaJen @dprism1

4. 4 @JeaJen @dprism1
How do You
Develop
an Effective
Email Marketing
Program?
a Profitable
a Kick Ass

5. 5 @JeaJen @dprism1
Hint: Not by
Cheating.
There are no
Shortcuts.

6. 6 @JeaJen @dprism1
Strategy Tactics
Technology Data
It’s NOT
Just about
Creating
an Email!

7. 7 @JeaJen @dprism1
What’s
Working…

8. 8 @JeaJen @dprism1
Source: “Q3 2014 Email Trends and Benchmarks," Epsilon, December 2014
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Retail Apparel Retail General Retail Specialty
Open Rate
Industry Benchmark
Business as Usual Messages Triggered Messages

9. 9 @JeaJen @dprism1
Source: “Q3 2014 Email Trends and Benchmarks," Epsilon, December 2014
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Retail Apparel Retail General Retail Specialty
Click-through Rate
Industry Benchmark
Business as Usual Messages Triggered Messages

10. 10 @JeaJen @dprism1
Triggered
Email
Messages

11. 11 @JeaJen @dprism1
Where’s an
Online Retailer
to Start?

12. 12 @JeaJen @dprism1
70% of Online Shopping Carts are Abandoned
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

13. 13 @JeaJen @dprism1
That’s 7 out of 10 carts which don’t check out!
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

14. 14 @JeaJen @dprism1
Shopping Cart Abandonment Accounts for
$18 BillionIn Lost Revenue Each Year
Source: Surepayroll, 2014

15. 15 @JeaJen @dprism1
150,000 Top of the Line Teslas
That’s Enough Money to Buy…

16. 16 @JeaJen @dprism1
That’s Enough Money to Buy…
1,600 Beachfront Homes in Malibu

17. 17 @JeaJen @dprism1
That’s Enough Money to Buy…
The Washington Capitals..
Along with the Other 29 Teams in the National
Hockey League…
And You’d Still Have
$3.2 Billion Left in Your Bank Account…

18. 18 @JeaJen @dprism1
…And be
Guaranteed
Time with
Lord
Stanley’s
Cup!

19. 19 @JeaJen @dprism1
No Brainer:
Abandoned
Cart
Reminders

20. 20 @JeaJen @dprism1
85% of Shoppers Find
Cart Reminder Emails Helpful
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

21. 21 @JeaJen @dprism1
61% of Shoppers Say Cart Reminders Will Get
Them Back On Your Site
Source: "Why We Don't Buy: Consumer Attitudes on Shopping Cart Abandonment,"
Bronto/Magento Study, 2013

22. 22 @JeaJen @dprism1
46.1%
Open Rate
13.3%
Click-through Rate
35.5%
of Clicks Lead to
Purchase
19.1%
Lift in AOV over
Typical Purchases
Cart Reminder Email Metrics
Source: SaleCycle Cart Abandonment Infographic, 2014

23. 23 @JeaJen @dprism1
But Most Importantly…
An Average of
$5.64of Revenue is Generated for Every Cart
Reminder Email Sent
Source: SaleCycle Cart Abandonment Infographic, 2014

24. 24 @JeaJen @dprism1
But Aren’t All
Online Retailers
Already Doing
This?

25. 25 @JeaJen @dprism1
Research
-----
December
2014
-----
24 Abandoned
Carts
Top 100 Online
Retailers
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

26. 26 @JeaJen @dprism1
20.8%
Of Retailers Sent a Reminder
(that’s only 1 in 5!)
60%
Included Product
Images
40%
Sent a 2nd
Reminder with a
Discount
Cart Reminder Research
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

27. 27 @JeaJen @dprism1
10%
Off
What This Looks Like…
20%
Off
And When She Clicked On These Messages,
the Cart Was Empty.
Source: “Abandonment = Opportunity: Five Tips to Boost Remarketing Revenue,”
Margaret Farmakis for the Return Path Blog, December 8, 2014

28. 28 @JeaJen @dprism1
Cart Reminder Best Practices
Free Shipping
is a Given
Offer a Discount
(10% to 20%)
Include a
Product Image
Offer Assistance
(phone, email)
Add Urgency Include Brand
Personality
Go Omni-Channel Send More Than One
Reminder

29. 29 @JeaJen @dprism1
Extra Credit:
Browse
Remarketing

30. 30 @JeaJen @dprism1
Case Study: Hanes.com
Remarketing after Browse
(Cart Empty)
First Email
Source: Personal Inbox, Jeanne Jennings

31. 31 @JeaJen @dprism1
Case Study: Hanes.com
Remarketing after Browse
(Cart Empty)
Second Email
A Few Days Later
Source: Personal Inbox, Jeanne Jennings

32. 32 @JeaJen @dprism1
But No Cart Reminder When I
Returned and Abandoned…

33. 33 @JeaJen @dprism1
How Do I Identify Browsers?
Technology Data

34. 34 @JeaJen @dprism1
Personalized
Email
Messages…

35. 35 @JeaJen @dprism1
… Make
People…

36. 36 @JeaJen @dprism1
0%
10%
20%
30%
40%
50%
60%
Extremely Likely Very Likely Somewhat Likely Not at All Likely
More Likely to
Purchase More Items
Source: December 2013 survey of US digital shoppers conducted by Harris Interactive as
reported by eMarketer, January 28, 2014
81%

37. 37 @JeaJen @dprism1
0%
10%
20%
30%
40%
50%
60%
Extremely Likely Very Likely Somewhat Likely Not at All Likely
More Willing to
Receive Promotional Emails
Source: December 2013 survey of US digital shoppers conducted by Harris Interactive as
reported by eMarketer, January 28, 2014
82%

38. 38 @JeaJen @dprism1
0%
10%
20%
30%
40%
50%
60%
Extremely Likely Very Likely Somewhat Likely Not at All Likely
More Willing to
Share Personal Preferences
Source: December 2013 survey of US digital shoppers conducted by Harris Interactive as
reported by eMarketer, January 28, 2014
69%

39. 39 @JeaJen @dprism1
Best Open Rate:
Personalize only the
body of the
message
Best Click-through
Rate:
Personalize BOTH the
subject line AND the
body of the message
First Name Personalization
Source: Email Marketing Metrics Report, MailerMailer, October 2014

40. 40 @JeaJen @dprism1
Reported Observed
Appended Recommended
Personalization

41. 41 @JeaJen @dprism1
Done Well,
Personalized
Triggered
Messages
can…
…turn cost
centers into
profit centers
Source: Verizon Bill Online Message, Client Case
Study, Jeanne Jennings.com, Inc.

42. 42 @JeaJen @dprism1
…generate
much higher
ROI than
traditional
marketing
messages
Done Well,
Personalized
Triggered
Messages
can…

43. 43 @JeaJen @dprism1
Best Practice: Ask for
or Actively Observe
the Data you Use to
Personalize
If people are going
to wonder or worry
about how you got
the information, it
loses its positive
impact
Source: The Creepy Side of Email and Big Data, Jeanne Jennings for the Only Influencers
Blog, January 30, 2014
Why wouldn’t you
just ask?

44. 44 @JeaJen @dprism1
Personalization:
Test and Track
Performance
Determine What Level of
Personalization
Optimizes Your Own Results
Treated vs.
Untreated
Heavy vs. Light
Personalization

45. 45 @JeaJen @dprism1
Testing

46. 46 @JeaJen @dprism1
15 Types of Email Marketing Tests
1. Lists / List Segmentation 8. Wireframe / Layout
2. Landing Page Elements
(which could spur another
list of 15 or more)
9. General Copy
3. Completely New Creative 10. Personalization (Data
Merge)
4. Preview Pane View 11. Subject Line
5. Customization (Targeted
Content)
12. From Line
6. Offer Copy/Placement 13. Design
(fonts/colors/image)
7. Call-to-Action
Copy/Placement
14. Time of the Send
15. Day of the Send
Source: 15 Types of Email Marketing Tests You Should be Doing, Jeanne Jennings for
ClickZ.com, April 15, 2013

47. 47 @JeaJen @dprism1
My Challenge
to You: One
Strategic Test a
Month!

48. 48 @JeaJen @dprism1
Attribution

49. 49 @JeaJen @dprism1
Not All Email Sales Are
Last Click
Marketers that realize this
are adjusting their
strategies – and their
attribution models --
accordingly

50. 50 @JeaJen @dprism1
Hybrid Attribution Model
@JeaJen
202.365.042

51. 51 @JeaJen @dprism1
Additional
Resources

52. 52 @JeaJen @dprism1
Additional Email Marketing
Resources
Look for Jeanne’s column on email
marketing every other Monday
www.ClickZ.com
Jeanne’s Blog and Email Newsletter
www.JeanneJennings.com
@JeaJen to follow Jeanne
@DPrism1 to follow Digital Prism

53. 53 @JeaJen @dprism1
The Premier Email Marketing
Association, part of the DMA
www.EmailExperience.org
A Private Community for Email
Marketers; look for Jeanne’s
monthly post on the blog
www.OnlyInfluencers.com
The best way to keep abreast of
online retail best practices
http://www.fierceretail.com//
Additional Email Marketing
Resources

54. 54 @JeaJen @dprism1
About Me

55. 55 @JeaJen @dprism1
Source: “The Top Email Marketing + Design Thought Leaders on Twitter,“ Lauren Smith
for the Litmus Blog, January 22, 2015
Me

56. 56 @JeaJen @dprism1
Source: “The World’s Top 50 Email Marketing Influencers," Stacey Miller for the Cision
Blog, July 2, 2014
Me

57. 57 @JeaJen @dprism1
20+ Years
Email Marketing
Strategy,
Tactics and
Creative
Direction
Great Brands
as Clients
Me

58. 58 @JeaJen @dprism1
Strengths
The successful marriage of:
Sound, cohesive
digital business
strategies
Effective
technology tool
selection
Digitally-enabled
process
improvement
Opportunities
Customers: New
Customers
improving
satisfaction,
incremental sales
Markets: Adjacent
markets, new
markets, market
share improvement
Products: Bundling
and unbundling,
derivative products,
new products,
subscription models
Me and
the
dprism
Team
Digital Transformation

59. 59 @JeaJen @dprism1
How Retailers can Keep
Email Marketing Messages at
the Top of the Inbox
March 26, 2015
Jeanne S. Jennings
Managing Director, Digital Marketing
Digital Prism Advisors
www.DPrism.com
202.365.0423 | Jjennings@dprism.com
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