LCMC: Email movers and shakers - Part 1

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  • Background: Each year, Finish Line runs an email marketingcampaign to promote the merchandise of the “Final Four” teams in the NCAA Men’s Division 1 Basketball Championship (also known as “March Madness”).Challenge: Last year, Finish Line sent out a single email to its most engaged subscribers that showed merchandise for all four of the Final Four teams. This year, Finish Line wanted to send more personalized Final Four emails showing apparel related to each subscriber’s closest team, but without having to spend too much timesifting through large data sets of address information.Idea:Target recipients close to each of the Final Fourcollege campuses in real-time.Campaign:Finish Line leveraged Movable Ink’s Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100-mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time. Result:Finish Line saw an 80% increase in click-through rates compared to its “Final Four” campaign the previous year. Customer Quote:“Movable Ink allowed us to tailor email contentin real-time. Our subscribers were much more likely to see apparel related to their favorite team, which proved to be more effective than using a generic display.” – Aaron Buchanan, Email Marketing Manager
  • Social Proof: Facebook in EmailBonobos tested two version of an email campaign: one with only the “A Burst of Fall Colors” creative (on the left), and another that included real-time social proof from Facebook (on the right). In the version on the right, email recipients were able to see how the Bonobos style guides were answering customer’s fashion-related questions on the Bonobos Facebook page.Including this element of social proof paid off– Bonobos saw an 8% increase in average order volume in the email version that included the live Facebook feed.
  • LCMC: Email movers and shakers - Part 1

    1. 1. email at lululemon…
    2. 2. the challenge How do we take a traditionally one to many channel and create a one to one experience?
    3. 3. know your guest where are they? location what are they interested in? how & when do they engage? work/home preferences open rates mobile/desktop click maps time zone purchase history click rates frequency of visit in store/online feedback reviews
    4. 4. be relevant what is the message? transactional, welcome, promotional, en gagement, announcement why is it relevant to the guest? how do you deliver it? device, time of day, triggered message, cadence, dynamic content
    5. 5. be relevant
    6. 6. value guests time do you have something worth saying? where are you telling it? is it convenient?
    7. 7. use innovation, challenge the status quo and evolve how things are done who’s doing it well? what technology is available? does it make sense to my business? how can you flip it on it’s head?
    8. 8. INNOVATE TO STAY RELEVANT
    9. 9. EMAIL MARKETING AS USUAL ISN’T WORKING OPEN RATES SINCE 2007 34 % CLICK-THROUGH RATES SINCE 2007 28 % Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012
    10. 10. CONSUMERS AREN’T WHERE THEY USED TO BE 38 % Movable Ink, US Consumer Device Preference Report: Q2 2013 62 %
    11. 11. …AND ISPs ARE CHANGING THE GAME
    12. 12. YOUR CHALLENGE BE TIMELY. BE RELEVANT. BE CREATIVE.
    13. 13. AGILE MARKETING IS ACTUALITY-BASED MARKETING
    14. 14. AGILE MARKETERS ARE… Faster Less planning time Experiment freely Deploy 5 – 10 times more campaigns per year Smarter Measurable Adaptive content Live content Rules based Optimized in real-time Aligned on broader goals Go beyond clicks and opens Test, refine, repeat
    15. 15. HOW AGILE EMAIL MARKETING CAN HELP
    16. 16. MARKETING LIFECYCLE News S hipping Welcome Abandon Offers Browse Pre-Purchase PRE-PURCHASE Cross S ell Confirmation Rate/Review Post-Purchase POST-PURCHASE
    17. 17. PROMOTE APP DOWNLOADS IN WELCOME EMAILS 231% LIFT IN CLICKS to download AEO’s mobile app
    18. 18. MULTISCREEN OPTIMIZATION 13% LIFT IN CONVERSIONS Across desktop, mobile, and instore channels
    19. 19. INCREASE URGENCY AROUND SPECIAL OFFERS 3X TRAFFIC TO WEBSITE compared to similar past campaigns
    20. 20. SHOWCASE LIVE WEBSITE CONTENT 99% LIFT IN REVENUE Cyber Monday 2012 vs. 2011
    21. 21. GEO-TARGET ON THE FLY 80 % LIFT IN CLICK-THROUGH RATE compared to prior year’s campaign
    22. 22. TEST AND OPTIMIZE IN REAL TIME Option A Option B WHICH TEST WON? Option A
    23. 23. POST-ORDER UPSELL 4.2% CONVERSION RATE
    24. 24. GET CUSTOMERS TO SHARE THEIR EXPERIENCE 8% INCREASE IN AOV on social version
    25. 25. MARKETING LIFECYCLE News S hipping Welcome Abandon Offers Browse Cross S ell Confirmation Pre-Purchase PRE-PURCHASE • • • • Promote app downloads Pull in live content from your website Drive urgency around limited-time sales Drive purchasing across multiple channels Rate/Review Post-Purchase POST-PURCHASE • • • • Real-time shipping status updates Upsell with live offers Encourage user-generated content Enhance customer service
    26. 26. THE POSSIBILITIES ARE ENDLESS!

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