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Bare Escentuals’ Daily Deal Emails Increase Sales by 118% During Retail’s Busiest Time of Year
 

Bare Escentuals’ Daily Deal Emails Increase Sales by 118% During Retail’s Busiest Time of Year

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In this session, learn how Bare Escentuals rose above the email “clutter” and crafted an award-winning email program that offered a differentiated user experience combined with a sense of urgency ...

In this session, learn how Bare Escentuals rose above the email “clutter” and crafted an award-winning email program that offered a differentiated user experience combined with a sense of urgency to drive sales that were 50% higher than their average emails, and also drove greater social impact for the brand.

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    Bare Escentuals’ Daily Deal Emails Increase Sales by 118% During Retail’s Busiest Time of Year Bare Escentuals’ Daily Deal Emails Increase Sales by 118% During Retail’s Busiest Time of Year Presentation Transcript

    • `
    • Tuesdays area Pretty Big Deal ` Award-Winning Emails
    • Problem
    • Solution
    • Which one won?CASE STUDY #1: Email Subject Line Test: ALLCAPS vs Initial CapsHow site visitors voted:VERSION A: 31% (All Caps)VERSION B: 69% (Initial Caps)
    • Which one won?CASE STUDY #1: Email Subject Line Test: ALLCAPS vs Initial CapsActually:VERSION A (all caps): 13.8% opens, 30% clicks
    • Which one won?CASE STUDY #2: Blog A/B Test: Which EmailOpt-in Box Got More Email Signups?How site visitors voted:VERSION A (76%)VERSION B (24%)
    • Which one won?CASE STUDY #2: Blog A/B Test: Which EmailOpt-in Box Got More Email Signups?Actually:VERSION B: 122% lift in email opt-ins
    • Which one won?CASE STUDY #3:How site visitors voted:VERSION A (30%)VERSION B (70%)
    • Which one won?CASE STUDY #3:Actually:VERSION A: 75% lift click through rate
    • Which one won?CASE STUDY #4: Email content testVersion A: WITH PRODUCT Version B: WITHOUT PRODUCT
    • A Great Campaign• Once per week deals – amazing value• Limited access• Multi-channel communication• Use the same creative each week
    • How We Made It BetterA|B testing – Measuring customer response Open Rate Click to Open SalesProduct 13.8% 13.9% -No product 14.1% 30.4% 6% higher
    • How We Made It BetterSocial Media—Listening to our customers
    • Held Customer Attention Revenue0
    • List Acquisition
    • Increased Subscribers and Sales Sales0 May June July August September October November December January February March
    • Results: Measurement• Campaign: Oct 25 to Dec 27, 2011• 9 total emails• Average Sales per email: 14% higher than average• Compared to prior to launching the campaign, our Tuesday sales increased: – Nov: +35% – Dec: +118%
    • Results: Listening to our Customer
    • Conclusion• Test, test, test• Listen to your customers• Don’t be afraid to change
    • THANKS