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How Seventh Generation Faced Some Common Marketing Challenges and Won - Lynette Montgomery, Seventh Generation & Kellie Boggs, Bronto Software

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Bronto Summit 2017

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How Seventh Generation Faced Some Common Marketing Challenges and Won - Lynette Montgomery, Seventh Generation & Kellie Boggs, Bronto Software

  1. 1. Copyright © 2017 bobble 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 bobble 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 The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. SAFE HARBOR STATEMENT:
  3. 3. Copyright © 2017 HOW SEVENTH GENERATION FACED SOME COMMON MARKETING CHALLENGES AND WON Kellie Boggs Bronto Senior Marketing Strategist Lynnette Montgomery Business Development Leader, eCommerce
  4. 4. Copyright © 2017 • At Seventh Generation we marry affordable products that meet consumer needs with a concern for human health and the planet. • Seventh Generation was founded in 1988 and the corporate headquarters are in Burlington, Vermont. • We play in many categories including: Household Cleaning, Baby, Feminine Care and Water/Hydration. SEVENTH GENERATION
  5. 5. Copyright © 2017 • Our Email Template & Design • Email campaigns that bring in the most ROI • Testing & how to develop a plan • Challenges we faced head on AGENDA
  6. 6. Copyright © 2017 Creating a Great Email Template #brontosummit
  7. 7. Copyright © 2017 • We wanted a template that is relevant + mobile aware and Bronto created this for us. • Our emails now have “scalable design” meaning it works well across both desktop and mobile without using code to adjust tables or image sizes. OUR TEMPLATE DESIGN
  8. 8. Copyright © 2017 • Bronto uses several techniques to keep our content enjoyable on desktop & mobile: • A simple one column layout that scales down nicely. • Large text that is readable on all screen sizes. • Large, touch friendly call to actions. • Good Image to text ratio. • All while be mindful of our Brand identity. TIPS TO A GOOD DESIGN
  9. 9. Copyright © 2017 • Our text is large enough to read on a mobile device – even when scaled down. • Our copy is short and to the point making it easier to digest on mobile. • The Call to Action buttons are usable on mobile. Meaning there is enough space around them to easily click them. • The navigation is moved to the bottom of the email. • Everything in the email is actually clickable! MORE TIPS TO A GOOD DESIGN
  10. 10. Copyright © 2017 Our Money Makers #brontosummit
  11. 11. Copyright © 2017 • Our “money makers” are those triggered emails running in the background… • Welcome Series • Refill Reminders • Abandoned Cart Series • Product Review Email • Birthday Message • Lapsed Purchaser Series • The key is to not “set it and forget it.” We try to refresh these emails every 6-8 months. DEFINING THAT “MONEY MAKER”
  12. 12. Copyright © 2017 Welcome Series #brontosummit
  13. 13. Copyright © 2017 • Welcome Series are designed to give new subscribers a very focused and positive initial experience, leading to early engagement, conversions & long-term loyalty. • Introduces, inspires & incentivizes. • Promotes Social Media & Preference Center webform. WELCOME SERIES
  14. 14. Copyright © 2017 • We chose to identify our purchasers and non purchasers and treat them differently. • Your buyers may not have the same interests as new subscribers who are new to your brand. • For new subscribers we want to encourage them to learn more about us, while also drawing them even deeper into our company! • These emails are part of an automated program in Bronto (a workflow) that is based on if a customer purchases or not. WELCOME SERIES : YOUR GOAL
  15. 15. Copyright © 2017 Path 1: Targeting the Non-Purchaser #brontosummit
  16. 16. Copyright © 2017 • When you are a new subscriber that HAS NOT purchased you receive the following emails: • Welcome Email • Top Reasons to Shop • Tell Us Your Birthday • In 60 days, if no conversion – We Miss You email • In 15 days, if still no conversion – Come back 6 month trigger email WELCOME SERIES : TARGETING THE NON-PURCHASER Welcome Workflow New Subscriber • Immediate – Welcome • Top Reasons to Shop • Tell Us Your Birthday Path 1: New Email Subscriber 60 days Non-buyer “We Miss You” 75 days Non-buyer with offer
  17. 17. Copyright © 2017 • Cadence for this series: • Welcome (Message 1) = if no conversion the email is sent immediately • Top Reasons to Shop (Message 2) = sent 5 days later • Tell Us Your Birthday (Message 3) = sent 5 days later • We Miss You (Message 4) = sent 60 days later • Come back 6 month trigger (Message 5) = sent 15 days later WELCOME SERIES : TARGETING THE NON-PURCHASER
  18. 18. Copyright © 2017 WELCOME SERIES : NON-PURCHASER FOR BOBBLE 1 4 2 3 5
  19. 19. Copyright © 2017 WELCOME SERIES METRICS : NON-PURCHASER • Open Rate: 28.8% • Click Rate: 12.0% • Click Through Rate: 3.5% • Conversion Rate: 4.0%
  20. 20. Copyright © 2017 Path 2: Targeting the Purchaser #brontosummit
  21. 21. Copyright © 2017 • When you are a new subscriber that HAS purchased you receive the following emails: • Welcome Email • Post Purchase Thank You • Tell Us Your Birthday • Then, in 30 days you get a refill reminder email WELCOME SERIES : TARGETING THE PURCHASER Path 2: Targeting the Purchaser Welcome Workflow Purchaser • Immediate – Welcome • Thank You w/offer • Tell Us Your Birthday 30 days Filter Reminder
  22. 22. Copyright © 2017 • Cadence for this series: • Welcome (Message 1) = if converted the email is sent immediately • Post Purchase Thank You (Message 2) = sent 5 days later • Tell Us Your Birthday (Message 3) = sent 10 days later • Refill Reminder (Message 4) = sent 30 days later WELCOME SERIES : TARGETING THE PURCHASER
  23. 23. Copyright © 2017 WELCOME SERIES : PURCHASER FOR BOBBLE 1 2 3 4
  24. 24. Copyright © 2017 WELCOME SERIES METRICS : PURCHASER • Open Rate: 34.6% • Click Rate: 12.5% • Click Through Rate: 4.3% • Conversion Rate: 3.8%
  25. 25. Copyright © 2017 Refill Reminders #brontosummit
  26. 26. Copyright © 2017 • Refill reminders can be utilized for any routine purchased good or service. • Triggered after purchase & filtered only for refillable products. • This has been a significant revenue driver for bobble. REFILL REMINDERS
  27. 27. Copyright © 2017 REFILL REMINDER METRICS • Open Rate: 21.7% • Click Rate: 15.1% • Click Through Rate: 3.3% • Conversion Rate: 1.3%
  28. 28. Copyright © 2017 Abandoned Cart Series #brontosummit
  29. 29. Copyright © 2017 • Cart Recovery Series remind shoppers of their abandoned cart. • 1, 2, or 3 Messages? There is no magic number, start where you are comfortable. • bobble is currently sending 2 messages. • Message 1 is sent 1 hour after abandonment and Message 2 is sent 7 hours after abandonment • Be sure to reinforce your value-adds (e.g., free shipping/returns). • Create a sense of urgency (these items won’t last long!). ABANDONED CART EMAILS
  30. 30. Copyright © 2017 ABANONDED CART MESSAGES FOR BOBBLE
  31. 31. Copyright © 2017 ABANDONED CART METRICS : MESSAGE 1 • Open Rate: 51.9% • Click Rate: 29.1% • Click Through Rate: 15.1% • Conversion Rate: 18.4%
  32. 32. Copyright © 2017 ABANDONED CART METRICS : MESSAGE 2 • Open Rate: 45.6% • Click Rate: 29.7% • Click Through Rate: 13.5% • Conversion Rate: 13.6%
  33. 33. Copyright © 2017 Product Review Emails #brontosummit
  34. 34. Copyright © 2017 • Product Reviews are triggered 15-30 days after purchase in hopes the recent purchasers will provide feedback on the items they bought. • Product Review emails also help improve website SEO by adding unique & relevant user- generated content on product detail pages. PRODUCT REVIEW EMAILS
  35. 35. Copyright © 2017 PRODUCT REVIEWS METRICS • Open Rate: 37.4% • Click Rate: 25.7% • Click Through Rate: 9.6% • In 2016, bobble added over 900 Reviews!
  36. 36. Copyright © 2017 Birthday Email #brontosummit
  37. 37. Copyright © 2017 • A Birthday Trigger can be sent around a Contact’s birthday, before their birthday, or on a Contact’s birthday. • We send out our birthday email on a Contact’s birthday. • Offering special discounts on someone’s special day leads to much higher engagement and brand loyalty than a regular broadcast messages. BIRTHDAY EMAIL
  38. 38. Copyright © 2017 • Our Birthday email is sent on a Contact’s birthday. • In 7 days if they have not converted they will get a reminder email, essentially a remail. • Our Subject Line for the Birthday email is “Happy Birthday from bobble!” • Our Subject Line for the Birthday remail is “Your Birthday Offer Expires Soon.” BIRTHDAY EMAIL
  39. 39. Copyright © 2017 BIRTHDAY EMAIL METRICS • Open Rate: 34.5% • Click Rate: 35.8% • Click Through Rate: 12.4% • Conversion Rate: 7.5%
  40. 40. Copyright © 2017 Lapsed Purchaser Email #brontosummit
  41. 41. Copyright © 2017 • Lapsed Purchase series encourages customers who have not purchased in a certain period of time to do so again. • Assists with converting one-time buyers into multi-buyers & brand advocates. • We have automated messages set up to target those contacts who have not purchased in 60 days and 75 days. LAPSED PURCHASER SERIES
  42. 42. Copyright © 2017 • Our criteria for a “lapsed customer” is looking at last order date in Bronto. • If a Contact has not ordered in 60 days then they will receive a “We Miss You” email with no offer. • In this email there is NO OFFER, instead we chose to entice our customers with our new products. • Then, in 15 days we look to see if they have placed an order and if they still have not made a purchase we give them 15% off. LAPSED PURCHASER CRITERIA
  43. 43. Copyright © 2017 LAPSED PURCHASE MESSAGES FOR BOBBLE
  44. 44. Copyright © 2017 LAPSED PURCHASE SERIES METRICS • Open Rate: 17.7% • Click Rate: 12.6% • Click Through Rate: 2.2% • Conversion Rate: 8.5%
  45. 45. Copyright © 2017 Split Testing #brontosummit
  46. 46. Copyright © 2017 • Subject lines for every email • Days and times of the week • Offers: free shipping, gift with purchase, discounts ($ vs. %), BOGO’s • Urgency messaging (last chance, hours left, one day only, etc.) • Creative • Test remails – appropriate timing & how many can be sent CRITICAL TESTING ELEMENTS
  47. 47. Copyright © 2017 Remailing #brontosummit
  48. 48. Copyright © 2017 • Remailing your Broadcast messaging to non-openers allows you to get 2nd life out of your original creative. • You can use the same or slightly updated creative with a new subject line. • We typically send out the same creative with a new subject line and target the non-openers! • Don’t abuse too frequently; not everything needs to be remailed. ENGAGE THROUGH REMAILING
  49. 49. Copyright © 2017 • Original Subject Line: • “🍀 lucky you! 25% off everything green” ENGAGE THROUGH REMAILING • Remail Subject Line: • “Final hours | 25% off everything green”
  50. 50. Copyright © 2017 Challenges We Have Overcome #brontosummit
  51. 51. Copyright © 2017 • Increasing our email volume and cadence. With a 300% increase in email cadence it will require more creative, more budget and more management. • Developing a solid contact strategy. • Mixing promotional offers with brand and content messages. CHALLENGES
  52. 52. Copyright © 2017 CHALLENGES • Finding ways to be relevant in daily pulse periods that really have nothing to do with your brand.
  53. 53. Copyright © 2017 CHALLENGES Home page Search Social Paid Media Email Free filter with Sport purchase • Integrating our marketing campaigns across all channels.
  54. 54. Copyright © 2017 What’s the secret to bobble’s success? #brontosummit
  55. 55. Copyright © 2017 • We have a dedicated team leading us to success. • Bronto quickly learned our brand and became an extension of our Marketing department by handling our day to day email marketing tasks. • These tasks include the following: • Designing email creative • Coding • Scheduling • Deployment • Strategic guidance BRONTO MANAGED SERVICES
  56. 56. Copyright © 2017 Thank You kellie.boggs@bronto.com @KellieBoggs

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