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Bigger Isn't Always Better: How to Get the Most From Your Email List - Katie Hansen, Tommy John


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Bronto Summit 2017

Published in: Marketing
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Bigger Isn't Always Better: How to Get the Most From Your Email List - Katie Hansen, Tommy John

  1. 1. Copyright © 2017 Tommy John will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of Tommy John and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  2. 2. Copyright © 2017 Katie Hansen, Senior Manager of Retention Marketing @ Tommy John Bigger Isn’t Always Better: How to Get the Most From Your Email List #brontosummit
  3. 3. Copyright © 2017 TOMMY JOHN Who we are Tommy John was founded in 2008 by Tom Patterson. As a medical device salesman confined to a suit as he traveled from meeting to meeting, he couldn’t get through the day without his undershirts, underwear and socks bunching, pinching and sagging. It was a revelation. He made it his mission to reinvent men’s underwear.
  4. 4. Copyright © 2017 TOMMY JOHN • Over 3 million pairs of underwear sold • Over 1 million undershirts sold • Expanded Catalogue to include socks, loungewear, casual wear, and performance apparel
  5. 5. Copyright © 2017 Getting Started
  6. 6. Copyright © 2017 EMAIL PROGRAM: THE EARLY DAYS • Email List: Under 100k • Minimal On-Site Email Capture • Campaign Emails • Welcome Series • New Customer Series
  7. 7. Copyright © 2017 EMAIL PROGRAM: THE EARLY DAYS What we had: Word of mouth Early on, Tommy John benefitted from word of mouth. The quality of our product was more than just “talk” and people began to take notice. This resulted in high quality, high intent, traffic.
  8. 8. Copyright © 2017 A Growing List
  9. 9. Copyright © 2017 ONSITE EMAIL ACQUISITION We started simple, and added in a pop- up email capture. We also began opting in new customers at checkout. In addition, we added an additional email capture to the bottom of the homepage.
  10. 10. Copyright © 2017 CUSTOMER ACQUISITION In addition to a standard acquisition strategy, we’ve also pushed the brand as much as we could. Promoting our brand story has helped to acquire customers who genuinely connect with our brand and have contributed to our high intent shopper, and our loyal customer.
  11. 11. Copyright © 2017 A GROWING LIST What we do: Meaningful Partnerships We are very selective when it comes to partnerships. We only work with brands who feel like a natural fit. What we don’t do: Sweeps Keeping our list healthy and engaged is always more important than adding email addresses in bulk.
  12. 12. Copyright © 2017 KEEPING OUR LIST STRONG We have seen strong list growth over the last few years. With an added focus on segmentation, we have been able to maintain healthy metrics List Growth
  13. 13. Copyright © 2017 The Next Steps
  14. 14. Copyright © 2017 GETTING THE MOST OUT OF YOUR EMAIL LIST Maximizing Your Subscriber List Segmentatio n Personalizati on Triggers Frequency
  15. 15. Copyright © 2017 MOVING ON FROM ONE-SIZE-FITS-ALL As our email list continued to grow, our old methods no longer worked. We could no longer send the same campaign email to every single subscriber—they needed to be come more targeted.
  16. 16. Copyright © 2017 SEGMENTATION We offer 5 different fabrics, 5 different underwear styles, and 6 different product categories. We had to find a better way to target our customers based on their past purchase behavior.
  17. 17. Copyright © 2017 THE UNDERSHIRT CAMPAIGN We segmented our customer based into multiple buckets—promotion variations based on segment. • Conversion Rates were 2-4x higher than our average • Click Rates were 3-5% higher than our average
  18. 18. Copyright © 2017 TRIGGERED SENDS VIA WORKFLOWS As our list grew, we knew that workflows needed to take priority over “campaign” emails because they are more personalized. Our goal for 2017 is to have triggered sends act as the primary email as they speak to the customer individually based on where they are in their lifecycle
  19. 19. Copyright © 2017 REACTIVATION SERIES No matter your list size, a list is not powerful if its contacts are not engaged. Our reactivation series occurs in multiple stages throughout the customer’s lifecycle. Our goal is to optimize for repeat purchases within certain windows applicable to our brand.
  20. 20. Copyright © 2017 EXPANDING OUR SENDS Could we send additional content to our customers each week? Or do they need less email? • Goal: • Not jeopardize unsubs • Gain incremental revenue
  21. 21. Copyright © 2017 PERSONALIZATION Early Stages Working to include more personalization and targeting based on factors such as location, or past purchase behavior. “Batch and Blast” emails need that level of personalization to remain valuable
  22. 22. Copyright © 2017 KEY TAKEAWAYS • Put the time and effort into gaining quality users • A large list doesn’t mean much if your subscribers aren’t engaged with the brand or purchasing • Thought out, intelligent segmentation is the first stepping stone to maximizing your list • Emphasis on each customer’s journey, not the mass promotional sends
  23. 23. Copyright © 2017 Thank You Contact Information