10. About SmartPak
• Founded by riders and horse owners for
riders and horse owners
• Finding a better way to administer
supplements led to a quest for
discovering innovative, smarter
products
• Convenience, peace of mind, time
savings Benefits:
• How SmartPaks work: • Fed right every time
• Custom orders
• Delivered free, monthly
11. Email Channel
Promotional Transactional Lifecycle
Newsletters Order Confirmation SmartPaks
Welcome
Order Shipment
Offers Confirmation Order Reminder
Order Delivered
Confirmation Abandoned Cart
Delivery
Confirmation SmartPaks Up-sell
Password Recovery Post Purchase
24 triggered and Review
Credit Card Failure
transactional Notification
Consumable
Replenishment
programs in place, SmartPaks Cancel
~50 unique Confirmation Browse Behavior
automated Returns Notification
ColiCare
mailings/day
+ 8 More
12. SmartPak Email Program
Email Volume Transact. &
Triggered
Promotional 12%
88%
• ~2MM+ emails sent, per
month
• Email generates 30% of
all online marketing Email Revenue
revenue Transact. &
Promotional Triggered
• Healthy transactional 70% 30%
and triggered email
program drives high
return
4 years ago = 2% volume / 1% revenue
13. SmartPak Email Team
Business Owners with many requests for email campaigns
Email Marketing Manager Email Designer
14. Where we came from
Separate
systems
Email starting
New ESP
to get respect
Hired
Consultant
25. Abandon Cart Enhancement
Enhancement
+ Add “reminder” to existing
stream to increase conversion
» Test timing (5 days with no
conversion)
» Test subject line and
headline
» Streamline copy
26. DEMCO Results
Conversion rate is just as high on the first email as it is on the last email
– without an offer
Cart Email A Cart Email B Cart Email C
Day 1 Day 3 Day 5 AVERAGE
Open 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
27. Abandon Wishlist
+ Encourage subscribers to update their SmartPak
wish list and/or share with friends
+ Potential to pair with birth date targeting (and
timely email encouraging subscriber to share list
with friends and family)
+ Send reminders around holidays
+ 36% Open rate
+ 2% CTR
+ $0.73 Rev/Email
+ Offer a forward to a friend feature, but have so
far seen little usage
29. Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer receives
their results but
does not add
items to cart or
checkout
• 40.17% Open Rate
• 4.18% CTR
• $0.38 Rev/Email
30. Supplement Wizard – Abandoned, Did not get results
• Sent when a
customer starts
the Wizard, but
does not get to
the results page
• 44% Open Rate
• 7.61% CTR
• $0.25 Rev/Email
32. Order Status: Another $ Opp
Order Confirmation
24.16% Open Rate Shipment Confirmation Delivery Confirmation
$0.13 Rev/Email 36% Open Rate 34.44% Open Rate
$0.16 Rev/Email $0.05 Rev/Email
Next Steps:
• Insert dynamic product recommendations to increase rev/email
• Potentially insert offer for repeat purchase
34. Post-Purchase Review
“Customer input gives shoppers the
confidence to buy, increasing sales,
conversion, average order value,
and more.” Source: Bazaarvoice
• Launched home-grown product review tool in
early 2006
– Gathered 5,000 customer reviews
• Use Bazaarvoice (launched January 2009) to
handle customer reviews
• Sent generic broadcast email to customers to
review products they have purchased
• Launched a daily triggered email to review first
time ordered products post-purchase
– Currently have over 80,000 product reviews
39. Autoship Reminder Email
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed
• Top revenue generating triggered email
The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate
Real time products based
on purchase behavior
40. Follow Up Reminder Email
• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate
- Sent 3 days before
autoship order ships
- Since launching the 2nd
reminder email, we are
seeing ADDITIONAL
revenue (almost
double) being
generated from this
campaign.
45. SmartPaks Upsell Emails
• Launched early September
• Slow to start
• 15% Open Rate
• 1% CTR
• 3 SmartPaks started (1% conversion)
• Potentially re-assess timing and/or welcome
onboarding as the majority are brand new
customers
47. Replenishment
Goal: Increase sales of repeat
purchases
Timing: Based on a calculation of
when product will run out
Results:
- 29.4% Open Rate
- 3.56% CTR
- $0.41 Rev/Email
- 9.56% Conversion Rate
49. Inactive Email recipient
does not open,
click or purchase in
Re-Engagement 45 days
• Goal: Reactivate customers before Inactive Re-Engagement Email:
Update Profile - 1.1
they become inactive
• Results:
• Open Rate – 5.6% Opens or clicks any
• CTR – 0.5% email or makes a
purchase in 75
• Timing previously was 75 Day, 90 days
Day, 180 Day.
• Observed low engagement
• 3% Open Rate Inactive Re-Engagement Email: Exits Inactive Re-
Enagagement
Pays to be Smart – 1.2
• 0.35% CTR Program
• Decided to make the switch to
catch people earlier in the Opens or clicks any
inactive process email or makes a
purchase in 90
days
Inactive Re-Engagement Email:
10% off Order – 1.3
50. Inactive Re-Engagement
Day 45: “Help Us Day 75: “It Pays to
Serve You Better” be Smart”
Day 90: “We Miss
You! Come Back
and Save 10%”
52. How we did it? – Phased Approach
• Identified critical segments and articulated the goals for each (e.g.
1 convert supplement bucket buyers to SmartPaks buyers)
• Mapped out existing email framework to understand the flow from
2 one lifecycle stage to the next (and identify gaps!)
• Prioritized opportunities and executed (while keeping an eye on
3 simplicity and automation to make the most of our limited resources)
• Completed relational tables integration
4
• Our motto: Pilot > Optimize > Automate!
5
53. Where to Focus????
What marketing What marketing What What marketing What marketing
programs will programs marketing programs programs will
help will help programs will will help help
you capture you convert help you grow you ensure you win
new email prospects to customer customer back lost
addresses? customers? value? loyalty? customers?
56. Too much email with triggered messages?
Average No. Emails Received Per Month by Customer Segment
14
12.1
12
10
8.5
8
6
4 3.1
2.8
2
0
Email Subscriber Email Subscriber Non-Email Subscriber Non-Email Subscriber
With SmartPaks No SmartPaks With SmartPaks No SmartPaks
* Includes promotional emails and reminders (when applicable), order shipped emails with tracking number, rate and review emails,
and abandoned cart emails. Does not include transactional emails such as delivery confirmation, order confirmation, password
recovery, etc.
57. Test First - Purchase Cross-Sell
Goal: Increase supplies sales of Subject Line: “You Might Like the Back
supplement buyers by marketing on Track Saddle Pad”
a relevant product to them
Results:
- 26.59% Open Rate
- 6.73% CTR
- $0.23 Rev/Email
- 2.6% Conversion Rate
- Of the orders, half sold
the saddle pad
- Test group performed
2.4x better than
control
58. Test First - Purchase Cross-Sell
Goal: Increase sales by Subject Line: “Stop Sore Feet in their
marketing a relevant product to Tracks”
customers
- Targeted customers with a
particular need
- Reused previous creative
Results:
- 19.41% Open Rate
- 4.31% CTR
- $0.58 Rev/Email
- 12.5% Conversion Rate
- Test group performed 2x
better than control group
- (small test groups,
difficult to draw solid
conclusions off of)
59. Upcoming Goals
Anniversary
Customer-centric conversion
Creative/brand refresh on all current
triggered emails
Real-time product recommendations
Integrated marketing database
Post-purchase upsells and cross-sells
60. Takeaways
Have an action plan
Map out your existing framework and where you want to go
Don’t get overwhelmed
Prioritize based on business goals
Test
Speak to your customers in a timely manner
Analyze your business and what value you want to give to your
customers via email
Demonstrate results of email along the way. Share success
