Your SlideShare is downloading. ×
No discount, No Problem. Creative Ways to Drive Traffic and Revenue, Without Giving Away the Farm
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

No discount, No Problem. Creative Ways to Drive Traffic and Revenue, Without Giving Away the Farm

307

Published on

You can create successful email campaigns without offering a discount. We’ll tell you about three creative email campaigns from Brooks Running that increased opens, click-throughs, conversion, and …

You can create successful email campaigns without offering a discount. We’ll tell you about three creative email campaigns from Brooks Running that increased opens, click-throughs, conversion, and revenue – despite facing challenges such as limited resources and a team of one.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
307
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. No discount, no problem.Creative ways to drivetraffic & revenue, withoutgiving away the farm.
  • 2. Steve is a NEW DAD!!!Mary Presley DuBoisBorn 3/25 @ 5:21 am19” long6 pounds, 9 ounces
  • 3. Brooks RunningFounded in 1914, Brooksis all about running. Wedesign and market high-performance men’s andwomen’s running shoes,apparel, and accessoriesin more than 40 countriesworldwide.As runners ourselves, weare dedicated toinspiring people to runand be active bycreating innovative gearthat keeps them runninglonger, farther, faster andhappier.-  Brooks is the top-selling shoebrand in specialty running retail-  Moving Comfort, our sistercompany, is the top-sellingsports bra brand in specialtyrunning retail-  BrooksRunning.com is now our#2 retail account, up from #6 inJune 2012, and only behindDick’s Sporting Goods.
  • 4. Our long and winding trail2008 - Shopatron2010 – Demandware2011 – Bronto strategy2013 – our team doubles
  • 5. Our email marketing team has doubledAugust 2010 – March 2013: flying soloApril 2013: co-pilots•  Online Content Manager•  Program strategy, editorial calendar, copywriting, coding, programdevelopment.•  Email Marketing Specialist•  Data analysis, list management, making stuff work.
  • 6. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.“How about adiscount?”“We can’t.”“Why?”
  • 7. Why no discounts?Two words:CHANNELCONFLICT.
  • 8. Why no discounts?Brooks’ brand success grew from the support we received inspecialty running retailers.Brooks maintains a strict pricing policy on all of our products,which means that in-line items cannot be discounted by morethan 5¢.Retailers that break this rule are given a warning; repeatoffenders are not allowed to purchase product from us for threemonths. Serious offenders are cut off completely.
  • 9. So we needed to get creative…
  • 10. … in a very simple way.
  • 11. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.The importance of the welcomeemail seriesEngagement + Revenue
  • 12. Welcome to BrooksGoal:Establish a relationship with our new contacts – especially withthose who sign up at one of our events.Educate them about Brooks, our True Blue Guarantee, and pointthem to our Shoe Advisor to help them find the perfect shoe.Challenge:
  • 13. Welcome to BrooksThe offer:freeexpeditedshipping ontheir nextorder.
  • 14. How we did it.Using workflow automation.§  Welcome Email is triggered when a contact is added to our list.•  If through web site signup, or during checkout, they receive the standardWelcome message.•  If through a manual add, such as after an event, the relevant version ofthe email is sent to them as part of the upload process.§  These messages are essentially “set it and forget it” messages – weupdate the hero creative seasonally (so the apparel is current) andwe update the offer code monthly.
  • 15. The result…Today we are on the 2nd version of the welcome message withonly 2 messages being sent.Over $141K in revenue has been earned through these 2 emailssince February 2012. The RPE is 229% higher than thepromotional sends.STATSMessage Opens Clicks ConversionsWelcome 1 45.22% 22.76% 9.22%Welcome 2 48.41% 9.95% 4.81%
  • 16. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.Happy unbirthday?Keep’em Engaged
  • 17. A very merry unbirthday to you!Goal:We wanted to do a managepreferences campaign to get moreinformation about our customers sowe can segment our list.Challenge:But the message had to have a “RunHappy” twist – so we created an“unbirthday” campaign and sent it toall of our current subscribers with theeye-catching subject line “A VeryMerry Unbirthday To You”
  • 18. How we did it.Using the manage preferences form.§  We created a more robust manage preferences form in Bronto so wecould gather information on the contacts’ name, gender, favoriteshoe, weekly running mileage, zip code, and of course, birthday.
  • 19. Happy BirthdayThen we used the data andcreated an automatedmessage rule to send ourbirthday email on the contact’sbirthday.Because we had their birthday,we usually had their first name,too: so we personalized theemail and subject line usingdynamic content.
  • 20. Happy Half BirthdayWe used the same data tocreate an automated messagerule to send a personalized halfbirthday email 182 days afterthe contact’s birthday.Both emails contain the sameoffer: free expedited shipping…and the opportunity to updateyour info if we have it wrong.
  • 21. The result…The original Unbirthday had a 31% collection rate with over 33Kupdates to a users birthday.The Birthday email has generated over $16K in 7 months and theHalf Birthday email has generated over $13K in 7 months.The RPE is for the Birthday email is 174% higher than thepromotional emails and the 147% higher for the Half Birthdayemail.STATSMessage Opens Clicks ConversionsUnbirthday 24.3% 12.0% 2.4%Birthday 59.7% 14.53% 6.49%Half Birthday 53.6% 16.8% 5.62%
  • 22. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.The shoe that came backSegmentation
  • 23. It’s the final countdown for the LaunchGoal:We had to break the news that theLaunch was being discontinued. Wewanted to give folks a chance to saytheir goodbyes – or at least buy a pair ortwo – before it blasted off.Challenge:We also wanted to introduce customersto a possible replacement model: thePureFlow.
  • 24. How we did it.Segmentation.§  We created a segment based on past purchasers of the Launch§  This segment was small – only 2,083 customers
  • 25. The result…The open rate for this email was 125% higher than the norm andthe conversion rate was 503% higher than the norm.STATSMessage Opens Clicks ConversionsLaunch FinalCountdown43.4% 39.3% 17.8%Revenue: $13,311.40… that’s $6.39 per email
  • 26. As a result of the results…Much higher than usual opens, conversions, and revenue… andsocial media outcry that made us re-launch the Launch.
  • 27. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.Think outside the box…eventually ON the boxNew Ideas for Tomorrow
  • 28. Register your shoesGoal:Test a program that will allow us to capture customer datafor a replenishment campaign – no matter where they buytheir shoes.Challenge:How to gain subscribers that buy Brooks shoes but not fromBrooksRunning.com – without angering our retailers.
  • 29. Register your shoes
  • 30. Register your shoesSnap the QR code to betaken to a mobile landingpage with an embeddedsubscription formWe’ll segment thecustomers based on miles/week and send them areminder to replace theirshoes.
  • 31. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted.Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.Thank You!Questions?

×