`
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 C...
Which one won?CASE STUDY #1: Email Subject Line Test: ALLCAPS vs Initial CapsActually:VERSION A (all caps): 13.8% opens, 3...
Which one won?CASE STUDY #2: Blog A/B Test: Which EmailOpt-in Box Got More Email Signups?How site visitors voted:VERSION A...
Which one won?CASE STUDY #2: Blog A/B Test: Which EmailOpt-in Box Got More Email Signups?Actually:VERSION B: 122% lift in ...
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 c...
How We Made It BetterA|B testing – Measuring customer response             Open Rate   Click to Open   SalesProduct      1...
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 ...
Results: Measurement•   Campaign: Oct 25 to Dec 27, 2011•   9 total emails•   Average Sales per email: 14% higher than ave...
Results: Listening to our       Customer
Conclusion• Test, test, test• Listen to your customers• Don’t be afraid to change
THANKS
Bare Escentuals’ Daily Deal Emails Increase Sales by 118% During Retail’s Busiest Time of Year
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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 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

  1. 1. `
  2. 2. Tuesdays area Pretty Big Deal ` Award-Winning Emails
  3. 3. Problem
  4. 4. Solution
  5. 5. 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)
  6. 6. Which one won?CASE STUDY #1: Email Subject Line Test: ALLCAPS vs Initial CapsActually:VERSION A (all caps): 13.8% opens, 30% clicks
  7. 7. 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%)
  8. 8. 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
  9. 9. Which one won?CASE STUDY #3:How site visitors voted:VERSION A (30%)VERSION B (70%)
  10. 10. Which one won?CASE STUDY #3:Actually:VERSION A: 75% lift click through rate
  11. 11. Which one won?CASE STUDY #4: Email content testVersion A: WITH PRODUCT Version B: WITHOUT PRODUCT
  12. 12. A Great Campaign• Once per week deals – amazing value• Limited access• Multi-channel communication• Use the same creative each week
  13. 13. 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
  14. 14. How We Made It BetterSocial Media—Listening to our customers
  15. 15. Held Customer Attention Revenue0
  16. 16. List Acquisition
  17. 17. Increased Subscribers and Sales Sales0 May June July August September October November December January February March
  18. 18. 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%
  19. 19. Results: Listening to our Customer
  20. 20. Conclusion• Test, test, test• Listen to your customers• Don’t be afraid to change
  21. 21. THANKS
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