Actionable Analytics to Improve Email Strategy

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Actionable Analytics to Improve Email Strategy

  1. 1. Actionable Analytics to Improve Email Strategy An Email Marketing Case Study Erick L. Barney, VP of Marketing
  2. 2. Company Profile <ul><li>Founded in 1997 </li></ul><ul><li>Motorcycle gear, apparel and accessories </li></ul><ul><li>E-commerce pure play </li></ul><ul><li>Privately held company </li></ul><ul><li>New e-commerce platform 8/17/07 </li></ul><ul><li>#223 on Internet Retailer’s Top 500 </li></ul>
  3. 3. Strategy for Continued Growth <ul><li>Cost Effective Acquisition </li></ul><ul><ul><li>SEO (Organic and Paid) </li></ul></ul><ul><ul><li>Affiliate Network </li></ul></ul><ul><ul><li>Shopping Engines, etc. </li></ul></ul><ul><ul><li>Traditional Marketing </li></ul></ul><ul><li>Customer Relationship Management </li></ul><ul><ul><li>Direct Mail, Box Inserts </li></ul></ul><ul><ul><li>Exclusive Promotions </li></ul></ul><ul><ul><li>Loyalty Program – Rider Rewards </li></ul></ul><ul><ul><li>E-mail – Our leading touch point! </li></ul></ul>
  4. 4. Decision to Outsource <ul><li>In-House Limitations </li></ul><ul><li>List management tools </li></ul><ul><li>No delivery reports </li></ul><ul><li>No open reports </li></ul><ul><li>No click activity reports </li></ul><ul><li>No conversion reports </li></ul>
  5. 5. ExactTarget / WebTrends Integrated Solution <ul><li>List clean-up and management </li></ul><ul><li>Established ISP relationships </li></ul><ul><li>Detailed performance analytics </li></ul><ul><li>One-to-one Merchandising </li></ul><ul><li>Testing capabilities </li></ul><ul><li>WebTrends SmartView </li></ul>
  6. 6. Click Activity Overlay <ul><li>Great for presentations </li></ul><ul><li>Select from various metrics </li></ul><ul><ul><li>Click through rate </li></ul></ul><ul><ul><li>Percentage of total clicks </li></ul></ul><ul><ul><li>Percentage of unique clicks </li></ul></ul>
  7. 7. KPI Metrics <ul><li>Delivery Rate </li></ul><ul><li>Open Rate </li></ul><ul><li>Click Activity </li></ul><ul><li>Unsubscribes </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Revenue </li></ul>
  8. 8. Decisions, Decisions <ul><li>Send Frequency </li></ul><ul><li>Optimal Send Day </li></ul><ul><li>Merchandising / Layout </li></ul><ul><li>C.A.N.I. </li></ul><ul><li>(Constant and never-ending improvement) </li></ul>
  9. 9. Optimization Strategy <ul><li>Deliverability </li></ul><ul><li>Open Rates </li></ul><ul><li>Click Rates </li></ul><ul><li>Conversion </li></ul><ul><li>WebTrends conversion funnel  </li></ul>
  10. 10. List Segmentation Methods… <ul><li>Purchase Activity </li></ul><ul><li>Survey on Checkout </li></ul><ul><li>Email Click Activity </li></ul><ul><li>26.6% Open Rate </li></ul><ul><li>(18.5% non-targeted) </li></ul><ul><li>8.7% Click Rate </li></ul><ul><li>(4.4% non-targeted) </li></ul>
  11. 11. Targeted Sends <ul><li>Send Rules: </li></ul><ul><li>General=Master-(S+D+C) </li></ul><ul><li>Dirt=D-(DC+SD+CDS) </li></ul><ul><li>Sport=S-(SD+SC+CDS) </li></ul><ul><li>Cruiser=C-(SC+DC+CDS) </li></ul><ul><li>Cruiser/Sport=SC </li></ul><ul><li>Sport/Dirt=SD </li></ul><ul><li>Dirt/Cruiser=DC </li></ul><ul><li>Cruiser/Dirt/Sport=CDS </li></ul>
  12. 12. Other Segmenting <ul><li>Click Activity Status </li></ul><ul><ul><li>Current (within 6 months) </li></ul></ul><ul><ul><li>6 months – 1 year </li></ul></ul><ul><ul><li>1 year + </li></ul></ul><ul><ul><li>Never </li></ul></ul><ul><li>Time Zone </li></ul><ul><li>Payment Type </li></ul><ul><ul><li>BillMeLater </li></ul></ul><ul><ul><li>PayPal </li></ul></ul><ul><ul><li>eBillMe </li></ul></ul><ul><ul><li>Google Checkout </li></ul></ul><ul><li>State / Region </li></ul><ul><li>APO </li></ul><ul><li>Source </li></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><li>Site Opt-In </li></ul></ul><ul><ul><li>Contest </li></ul></ul><ul><ul><li>Events </li></ul></ul>
  13. 13. One-to-one Merchandising <ul><ul><li>Cart Abandons </li></ul></ul><ul><ul><li>Products Viewed </li></ul></ul><ul><ul><li>Related Items </li></ul></ul>
  14. 14. Super Deal of the Day <ul><li>One initial email offering opt-in </li></ul><ul><li>Opt-in ability on SDOD page </li></ul><ul><li>Opt-out clearly visible, not unsubscribe </li></ul>
  15. 15. Social Networking
  16. 16. Real Results!
  17. 17. 3 Actionable Take-Aways <ul><li>Segment list by subscriber activity, refine send strategy accordingly. </li></ul><ul><li>Change it up, keep it fresh and relevant. Use multiple layouts and styles. </li></ul><ul><li>Test rather than assume. What works in one industry may not apply to your own. </li></ul>
  18. 18. Thank You! For more information on eTail Baltimore 2010, please visit: www.etaileast.com

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