The Company
Since 1905, library and education professionals from coast to coast have turned to DEMCO to solve all their library needs—quickly and efficiently. Rated No. 1 by customers for outstanding service, DEMCO is a trusted name for more than
50,000 unique library supplies and solutions.
The Challenge
A few years ago, DEMCO selected Silverpop as its email provider in an effort to move from a blast-and-batch approach to one focused on much more sophisticated, automated email campaigns such as cart recovery initiatives and new subscriber welcome programs. “There was a lot of upside to moving email providers since it would mean that we could really drive more value out of our email program through triggered email campaigns and more relevant
messages,” said Lisa Moling, eMarketing Planner, DEMCO.
The Solution
Today, DEMCO is using Silverpop Engage to send four times as many emails as with its previous email provider. More important, it’s sending more behavior-driven, triggered emails that are highly relevant to recipients.
To better reach the 30 percent of customers who were abandoning their shopping carts, DEMCO initiated a cart recovery program. To enable this campaign, DEMCO integrated Omniture SiteCatalyst and Silverpop through Omniture Genesis, a marketing platform that integrates complementary third-party applications with Omniture products, giving customers a single view into their marketing data.
DEMCO utilizes SiteCatalyst online analytics data to identify customers that have abandoned their shopping cart on DEMCO’s website. DEMCO then uses Silverpop Engage to send a series of three cart abandonment emails at one-, three- and five-day intervals encouraging abandoners to return to their cart to finalize their purchase. There are no incentives offered in the first two emails, but in the final cart recovery message, DEMCO offers abandoners a tote bag when they finalize their purchase.
To introduce customers to its email program, DEMCO has also begun sending welcome messages to new subscribers. This welcome email thanks customer for signing up, informs them what to expect in subsequent messages, and provides an exclusive email offer.
The Results
DEMCO’s automated, behavior-driven email campaigns have boosted revenues and increased customer engagement. “Integrating our Omniture data with Silverpop Engage allowed us to target those customers that had left an item in a cart and encourage them to return,” Moling said. “Our results show that our series of cart abandonment emails delivers 97 times the revenue (per thousand) than our promotional emails.”
Sending welcome emails has enabled DEMCO to strengthen brand perception and speed up conversion. “Not employing a welcome email is a missed opportunity in my opinion,” said Moling. “Our welcome email offers have garnered 4 times higher open and conversion rates than our promotional emails.”
In addition, DEMCO has been successful using Silverpop Engage’s Sent Time Optimization feature to automate the sending of promotional messages when recipients are most likely to be in their inbox. “We’ve always been challenged with figuring out the best day and time to send an email message to maximize opens, clicks and sales,” said Moling. “In a recent test, results showed that our conversions doubled when using Send Time Optimization.”
Download the PDF to learn how DEMCO delivers 97 times the revenue through its cart recovery program.
