teacollection.comcustomer story:Brewing Up UniqueEmail & Social Campaigns                                      a publicati...
Brewing Up Unique Email & Social Campaigns     About tea collection     Twice a year, designers from the the globally-insp...
Brewing Up Unique Email & Social Campaigns     Tea Collection wanted to enhance and improve its website. But the     compa...
Brewing Up Unique Email & Social Campaigns     The Challenge of Growing, Growing, Growing     Tea Collection never had a f...
Brewing Up Unique Email & Social Campaigns     A Unique Effort Combining Email and Social     When Tea Collection wanted t...
Brewing Up Unique Email & Social Campaigns                                             Tea Collection saw an 8% lift in co...
Brewing Up Unique Email & Social Campaigns     Continued Growth, Effective Promotions     Beyond the success of the email ...
Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesReq...
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Tea Collection: Brewing Up Unique Email & Social Campaings

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Tea Collection shares stories from unique parts of the world. Whether customers live in a small town in the Midwest, or New York or Los Angeles, the global experience is ingrained in the retailer’s clothes and company culture.

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Tea Collection: Brewing Up Unique Email & Social Campaings

  1. 1. teacollection.comcustomer story:Brewing Up UniqueEmail & Social Campaigns a publication from
  2. 2. Brewing Up Unique Email & Social Campaigns About tea collection Twice a year, designers from the the globally-inspired children’s and women’s clothing company Tea Collection head to a different part of the world, immersing themselves in the culture of the destination. The company now offers clothing lines based on local fashion through its website, 300 high-end children’s boutiques, and retailers like Nordstrom. “Tea Collection shares stories from unique parts of the world,” says Michael Stearns, the company’s E-Commerce Manager. “Whether you live in a small town in the Midwest, or New York or Los Angeles, we want to bring you a global experience, and that’s ingrained in our clothes and company culture.” a monetate customer story | 2
  3. 3. Brewing Up Unique Email & Social Campaigns Tea Collection wanted to enhance and improve its website. But the company didn’t want to lose focus on its core competency. “We try to be a leader with technology and analytics, because we are very analytics- focused,” says Stearns. “At the same time, we’re not a technology company. We’re a fashion company.” Last year, while Tea Collection was replatforming its website, the company wanted to provide an even better online experience to visitors. “Replatforming is challenging,” says Stearns, “So we really started looking for tools that would allow us to test and personalize features on the website, as well as make sure any changes we made were done for the right reason.” It’s pretty cool to see what our visitors really want to do, and understand how they are behaving. - Michael Stearns, E-Commerce Manager, Tea Collection a monetate customer story | 3
  4. 4. Brewing Up Unique Email & Social Campaigns The Challenge of Growing, Growing, Growing Tea Collection never had a formal approach to testing. In fact, the when we develop a holiday campaign, for example, we ask ourselves company would frequently conduct some minor user testing on a how Monetate can help us make those plans even better before we run feature, and then implement it if the results seemed positive. “We the campaign.” didn’t have a true A/B testing platform, so we couldn’t see what was And that mindset really helped the company when it launched a new working and what wasn’t,” Stearns says. “It was more of us talking ideas email acquisition campaign. out among ourselves instead of turning to our customers.” With great growth comes challenges, and as Tea Collection generated more customers and clicks, it became harder to figure out what visitors wanted during their website experience. “When you start reaching into new markets and new customers, it’s harder to know exactly who you are talking to,” Stearns says. “We needed a solution to help us simply and quickly implement these testing efforts, so that’s why we chose Monetate.” Tea Collection works with Monetate to execute marketing campaigns quickly and easily, as well as see results from those efforts. “As we’re planning for our campaigns, or just general strategic growth, we think of Monetate as more of a partner than just a tool,” Stearns says. “Now, a monetate customer story | 4
  5. 5. Brewing Up Unique Email & Social Campaigns A Unique Effort Combining Email and Social When Tea Collection wanted to ramp up its email acquisition efforts, the retailer decided to test lightboxes on its home page. And there was another twist. Tea Collection has a robust Facebook community of more than 60,000 fans who post pictures of their children outfitted in the company’s unique clothes. “We were originally just going to do a basic lightbox that asked visitors to sign up for our email,” Stearns says. “But over time, that idea evolved with different messaging. For us, getting a user on our email list or getting someone to like us on Facebook is very valuable. It doesn’t have to be one or the other.” The company didn’t want to let its engaged social network presence fall to the wayside, since there might be an opportunity to grow that, too. Tea Collection conducted a three-way split test of different lightbox creative. During the test, one group of visitors saw no lightbox at all when they visited the website. The second group of visitors saw a lightbox asking for their email address, and the third group saw a lightbox asking for their email and suggesting they “Like” Tea Collection on Facebook. And the results were surprising. a monetate customer story | 5
  6. 6. Brewing Up Unique Email & Social Campaigns Tea Collection saw an 8% lift in conversions for visitors who saw the lightbox versus those who saw no lightbox at all, and a 4% higher conversion rate for visitors who saw the email lightbox that also promoted the company’s Facebook page. “We really wanted to find out whether promoting our social presence was going to help or hurt our email capture efforts,” Stearns says. “Distracting a visitor is always a concern when you’re trying to get a user’s attention, or telling them to leave your website and go somewhere else, so we wanted to be sure it made sense. And it did.” Tea Collection is now capturing more email addresses, boosting the number of likes within its Facebook community, and discovering new ways to reach prospects and loyal customers. “It’s pretty cool to see what our visitors really want to do and understand how they are behaving,” Stearns says. “Also, it allows us to customize our messages to these different groups and people. In the future, I’m sure we’ll start doing more targeted offers specifically for our email list and our Facebook fans.” a monetate customer story | 6
  7. 7. Brewing Up Unique Email & Social Campaigns Continued Growth, Effective Promotions Beyond the success of the email lightbox campaign, Tea Collection is As the company continues to grow, it hopes to better understand moving full-speed ahead with new website optimization campaigns to its loyal customers and new prospects. And now, testing is now at further other marketing efforts. the forefront of the company’s marketing mission, helping make Tea Collection’s website as unique as its customers. “The next step for us is a little more personalization and geotargeting,” Stearns says. “We’re able to understand our customers better now and “Without a tool like Monetate, we wouldn’t have the resources to test target certain messages or products to them, so the next phase will be and learn on our website,” Stearns says. “It’s so easy to use and the using that to serve the most relevant content we can.” impact is huge. Monetate allows us to make our promotions effective.” We needed a solution to help us simply and quickly implement these testing efforts. That’s why we chose Monetate. - Michael Stearns, E-Commerce Manager, Tea Collection a monetate customer story | 7
  8. 8. Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesRequest a DemoCall 877-MONETATE (US) l 484-323-6313 (around the world)demo.monetate.com1-877-MONETATE | 484-323-6313 | www.monetate.com©2012 Monetate Inc. All Rights Reserved

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