The challenge trigger-email1
Too many shoppers visiting the website of an apparel and travel goods company left the site without making a purchase.

For any retailer, it’s impossible to know the shopping strategies of any given consumer. Does the shopper visit a website multiple times without carting anything, incrementally affirming their decision to buy on subsequent visits? Does the shopper use the cart as a wish list, intending to make a purchase when there’s more disposable income? Is the shopper hopping from site to site looking for the best value?

Regardless of the type of shopper, it’s a mistake to assume they will return to your website on their own. There’s too much competition out there for their attention and shopping dollars.

The solution
Triggered email empowers retailers to easily reach out to their website visitors and steer them back to the website to make a purchase. 4Cite’s proprietary technology identifies visitors and stores information about their individual shopping patterns and interests, identifying more visitors than anyone else in the marketplace. And 4Cite’s cadence control engine ensures optimal timing and frequency for your email messages.

The client retained 4Cite for its easy-to-implement email remarketing system. The client now easily loads its creative to the same platform used for its daily base email campaigns and accesses triggered email reports in the very same environment. Using an API to directly trigger emails through the client’s ESP, customers continue to receive emails from the client’s domain instead of an unfamiliar domain.

Now when a customer abandons a product in the cart or browses products without making a purchase, a triggered email tailored to their interests provides an incentive to return to the website. Email is also triggered if any product the customer has shown interest in goes on sale.

The result
By moving its triggered email marketing business to 4Cite, the client realized a 28% lift in its cart abandon program and 33% lift in its browse abandon program. In addition, after introducing Now on Sale emails to its triggered email program, these emails now account for nearly 10% of its entire email revenue stream.

The challenge trigger-email1
The email marketing performance of a multi-title women’s apparel company was too low, with too few emails opened or converted to sales.

Even with the perfectly-crafted subject line, marketing emails often end up in the trash without ever being opened. The challenge is to get your emails to your customers when they are in “shopping mode,” not “delete mode.” To do this, retailers need to better understand how their customers interact with their marketing email.

The solution
4Cite monitored the email open activity of the client’s various brands. Some customers were chronic non-openers. Others routinely opened email using a computer or tablet, while others routinely opened on a smartphone. Further analysis revealed that emails opened on a smartphone were significantly less likely to convert to a sale. The client then used 4Cite’s proprietary Shopping Elsewhere Trigger to individually time email deployment based on this information.

For chronic non-openers,mode customers emails were sent at the precise moment when the customer was using a large form device (i.e. computer or tablet), either shopping the web or opening marketing emails sent to them by other merchants.

Similarly, 4Cite monitored the activity of the smartphone-only email openers and waited for the moment when these customers used a large form device to shop the web or open marketing emails sent by other merchants. At that precise moment, 4Cite triggered an email.

Since 4Cite is integrated with all major ESPs, the transition was seamless.

The result
Using 4Cite’s Shopping Elsewhere Trigger, the client realized an increase in dollars per email delivered of 628%!

The challengewebsite-activity1
A major retailer featuring multiple product lines wanted to increase email opt-ins from website visitors without compromising their website experience. Knowing that shoppers use multiple devices and multiple email addresses, making them more difficult to identify, the client wanted to make sure the email acquisition lightbox wouldn’t appear to anyone already on their email list. The client also wanted to make sure the lightbox wouldn’t be a nuisance, or fail to display as often as it should

The solution
Using 4Cite’s Triggered Lightbox service, which features proprietary identification technology enabling precise targeting, the client served “Please sign up for our emails” lightboxes for new-to-brand site visitors.

The lightboxes featured varied offers that were evenly allocated for multi-variate testing to determine the most effective offer. They were cadenced to ensure frequent visitors who didn’t yet take the offer were not peppered with a lightbox every time they visited the site (re-displayed only after a specified number of days had elapsed since the last display). In addition, these visitors were served the same offer received initially to maintain the efficacy of multi-variate testing. Lastly, when a visitor opted-in, the email address was instantly vetted with their ISP to ensure it was valid. If the address was invalid, another lightbox would ask the user to re-enter their email address.

In short, version control, cadence control, and quality control were all used to make the email acquisition lightbox program perform in an optimal way and exactly as the client expected.

To fully optimize their new acquisition program, the client also used Triggered Email services to immediately trigger a welcome email to the new customer.

The result
After an evaluation period of one month, the most effective offer was chosen based on the most opt-ins obtained and most conversions realized. Compared to the client’s prior email acquisition lightbox program, the client obtained 3X the daily sign-ups using 4Cite.

The challengeengage-visitors1
Knowing their shoppers make purchases using multiple channels, a New England home décor retailer wanted to follow up with website shoppers who didn’t make a purchase by sending a direct mail piece.

The solution
The client retained 4Cite’s Triggered Data service to identify web visitors, track the products they browsed, and transmit this data to the client’s database host. triggered-data-chartThe client used this data to enhance database records with online shopping behavior, enabling a more effective selection process for recipients of the next direct mail campaign.

Not only did the client gain the ability to integrate website shopping activity of current customers into their database, 4Cite identified web visitors who were not current customers at the name and address level. With this data, the retailer embarked on a highly-successful acquisition campaign by mailing catalogs to these highly qualified shoppers.

By marketing to today’s shoppers in a multi-channel manner, the client seized a golden opportunity to maximize the value of direct mail to shoppers who were already familiar with their brand.

The result
Using Triggered Data to supplement customer mailing decisions resulted in greater than 50% lift in dollars per book outcomes when evaluated against the performance of comparable segments. The retailer simultaneously acquired prospects that consistently perform at a level rivaling their top acquisition model segments.

The challengeoptimize-mail1

A mailer in a niche market was struggling to find prospect names that would work better for them in their mailings. The mailer could typically find no more than a few hundred thousand names that were productive for each of its twelve mailings throughout the year.

The solution

The client retained 4Cite to identify more prospect names to help grow its business. Using 4Cite’s proprietary Directional Response Analysis (DRA) service, which evaluates name attributes that have performed for the marketer in prior mailings, 4Cite’s circulation experts fine-tuned selections for list specific names and cooperative database models. By identifying the dominant demographic and lifestyle attributes of the responder audience, very precise requests could be made when ordering names. The DRA was the perfect tool in assisting the client in identifying not only names that would better perform in its mailings, but MORE names that would perform to its benefit.

The result

4Cite identified several powerful attributes that were not being leveraged by the various sources of name providers and cooperative database modelers and the client realized a 30% lift in performance. In addition, almost 40% of the new names identified were profitably introduced into the client’s monthly mailings.