Broadcast and Triggered Emails: A Match Made in Heaven

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  • crafting these highly relevant messages empowers you to more effectively engage customers and can generate nine times more improvement in revenue and as much as 32 times more improvement in net profit over undifferentiated broadcast campaigns.8 Even after including additional Web analytics spending, the use of Web-site clickstream data as a targeting attribute still significantly improves both topline and bottom-line results. - “The ROI of E-mail Relevance, JupiterResearch,” May 2005 28/09/11
  • It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
  • It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
  • It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
  • Love and Clearance, and the followup: We had over 500 people reply. While not an overly huge amount, having 500 people email us to let us know they got the email okay, as part of the story, is pretty amazing.
  • It is not just about how social media has changed our approach but now because of lack of trust about co-ordinating across multiple channels both digitally and offline
  • Results are based overall spend across all channels – email sales index at higher rates Opt-out rate was flat – lost more total subscribers but
  • Last summer, we ran an email A/B test – one version of the email featured star ratings and testimonials for the main products, one did not. We saw an ~30% lift in all key metrics – orders, sales, and orders per unique opens.  We also saw a decrease in unsubscribes and complaints, and a slight increase in AOV.  We now use product testimonials in our catalogue and emails quite often, and they really help bring photos of our products to life
  • For the test, Peter Glenn decided to do a comparison of two different header graphical images for one of its promotional emails on water sports. The first email is product-focused showing all of the items on sale that week. The second email is lifestyle-focused showing people performing fast-paced water sports. Using 8Seconds, a test was conducted and both of the header images were exposed to the control group opening their emails to measure which one worked best. 8Seconds only needed 2,767 readers to determine the winning image with a 100-percent statistical validity. All the remaining recipients only saw the best converting header image.

Transcript

  • 1.  
  • 2. Broadcast and Triggered Emails: A Match Made in Heaven Fred Swain – Tafford Uniforms Twitter: @FredSwain Loren McDonald - Silverpop Twitter: @LorenMcDonald
  • 3. Broadcast & Triggers Complement
  • 4. Email Sophistication Progression 1 to Many 1 to Few 1 to 1
  • 5. Relevant Emails Rock! Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
  • 6. Low Volume, High ROI 59.8 % Batch Campaigns 40.2% Triggered Campaigns Sales Generated Volume of Emails sent 95.9 % Batch Campaigns 4.1% Triggered Campaigns
  • 7. Triggers
  • 8. Triggers Aren’t Perfect
    • Many moving parts
    • Mostly dependent on actions of subscriber
  • 9. Broadcast Sets Up Triggers
  • 10. Value of Broadcast Messages
  • 11.
    • So…
    • 5 Ways to Get More Out of Your Broadcast Messages
  • 12. 5 Things - #1
  • 13.
    • Welcome Emails Start the Relationship Right
  • 14. Automated Welcome Letter
    • Goes out automatically at sign up
    • No matter the source of the subscription
  • 15. Welcome Series 1
    • Subscribers who opted in outside of the purchase process.
    • Get the same coupon as part of an onsite promotion - Email becomes friendly reminder.
    • Scheduled for the morning after they sign up.
  • 16. Welcome Series 2
    • Goes out to subscribers who opted in outside of the purchase process
    • Scheduled for three days after they sign up.
    • Tries to build a sense of community
  • 17. Welcome Series 3
    • Explains the features and benefits of shopping with Tafford
    • Offers Free Shipping on any size purchase
  • 18. Welcome Series 4
    • Asks for more information
    • Offers ability to subscribe to:
      • Loyalty Club
      • Deals
    • Or…Request a catalog
  • 19. Tafford Welcome Series Results
  • 20. 5 Things - #2
  • 21.
    • Engage Subscribers With
    • Personality and Great Content
  • 22.  
  • 23. 500 subscribers emailed us
  • 24.  
  • 25. “ Ed” – Fictional persona from Tafford We created a fictional persona and tested “Ed” creative against tried and true campaigns.
  • 26. Genie: Tafford customers like “campy”
  • 27. Hybrid – Broadcast + Dynamic Content
    • General Offer - Site wide sale or free shipping
    • Dynamic content
      • Single Offer
      • Tailored creative
        • Top
        • Jacket
        • Tee-shirt
      • Same “email” but uses
      • if/then statements
      • based on given criteria to
      • show the correct image.
  • 28. Offers Applicable to ALL Subscribers
    • Product
      • Introduction
      • Clearance
    • Sale/Promotion
      • Free Shipping
      • Discounts
  • 29. 5 Things To Do - #4
  • 30.
    • “ If 3 times per week works,
    • won’t 6 times be even better?”
    • - Your boss
  • 31. Increased Frequency: Get the Balance Right
  • 32. Volume Up, But So is Revenue/Email (King Arthur Flour)
  • 33. Frequency Tests: 2009-2010
    • 2009
    • Started with 3X/week
    • Tested 3 vs 2 & 1/week
    • Based on revenue / customer 3X won, hands down
      • 2 to 1 and 1.5 : to 1
    • Late 2009-2010
    • Tested:
      • 3X/week control
      • 5X/week
    Which Test Won?
  • 34. Frequency Tests: 2010 - 2011
    • Freq Test 1
      • Ran Dec `10-April `11
      • Compared 2 static groups – 3 vs. 7 emails per week
      • Compared overall customer spend across all channels
    • Freq Test 2
      • Run May-July `11
      • Compared two 3x groups a 5X group to the 7x control
      • 3X & 5X about equal
      • Led to next phase…
    3X per week won each month Takeaway! Last 7 months - 3 sends/week has beaten all comers - total revenue across all channels
  • 35. Frequency Tests: In Progress
    • Freq Test #3
    • Began 8/1
      • Testing 3 vs 5 vs 7
      • Using customer scores and history to determine frequency of send
    Results? TBD
  • 36. 5 Things To Do - #4
  • 37. Inactives Are a HUGE Problem
  • 38. Pounding into Inactivity
  • 39. Missing the Mark
  • 40. Typical Actives vs. Inactives Ratio
  • 41. Tafford’s Inactives Challenge
  • 42. OUCH! Inactives Hurt A Lot
  • 43. Don’t Wait, Be Proactive
  • 44. Activate Early Inactives
  • 45. Tafford Reactivation Examples Thank You/Loyal (Loyalty club members) Thank you (0-3 month purchase) We miss you (3+ month purchase) Try Tafford (No purchase history)
  • 46. Using Surveys
  • 47. 5 Things To Do - #5
  • 48. Things to Test
  • 49. Landing Page Testing Good subject lines, creative and copy only get you so far…
  • 50. Landing Page Testing Remember to test where your customer lands…
  • 51. Nearly 1/3 Increase in Order/Sales
  • 52. Image Optimization Product Lifestyle Which image won (CTRs)? 63% higher CTR
  • 53. Key Takeaways
  • 54.
    • Fred Swain
      • [email_address]
      • Twitter: @FredSwain
      • Twitter: @Tafford
    • Loren McDonald
      • [email_address]
      • Twitter: @LorenMcDonald
      • Twitter: @Silverpop
      • Google+: Loren McDonald
    Q&A / Contact Information