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The First Year: Building the Right Foundation


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Join Danielle Carlson as she explores the successes and challenges of their first Bronto year. Clarks is a footwear brand offering timeless style that never sacrifices comfort. Though the company was founded in 1825, you may be surprised or even stunned to hear how young their eCommerce and Email Marketing operation are. Get time-saving tricks that helped Clarks Email Marketing program become a growing force in their marketing mix. Walk away with ideas, recommendations, and encouragement to achieve during your first year or any year!

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The First Year: Building the Right Foundation

  1. 1. The First Year: Building theRight Foundation
  2. 2. Clarks & ClarksUSA.comClarksUK Europe Asia AmericasWholesale RetailClarks Stores ClarksUSA.comeCommerceMarketingEmailMarketing
  3. 3. Email ProgramThe beginning• Need for ESP partner• Bronto filled needCampaigns snapshotFuture opportunities
  4. 4. Clarks & BrontoDeliverability peace of mindMarketing strategy TLCKnowledgeable support$ Moved the bottom line
  5. 5. Contact List Growth & SegmentsContactsClarksBostonianOutletKidsSiteRegistrationFacebookWebformSweepsFeedbackSurveyGoogleCatalogQR CodeSiteWebformRetailStores
  6. 6. Deliverability• Goal: delivery to every customer• Serve our customers• Build brand• Next: re-engagement strategy
  7. 7. Tools, Tips, and Testing
  8. 8. Welcome Workflow• Scalability and creates efficiencies• Tracking sources• Build relationship with customers• Set up workflows easily
  9. 9. Manage Preferences CampaignLink to preference center in every emailPreference management in online accountsDedicated campaign Manage preferences email is sent out quarterly Consistently but not too frequentlyGoal Baseline Metric Resulting Metric LiftIncreasecustomer dataMay 2012: 3%Contacts hadpreference dataFeb 2013: 25%Contacts hadpreference data8 times moreContacts data in9 months
  10. 10. Dedicated Manage Preferences EmailAsk customers their preferences Build audiences for future campaigns• Birthday• Segmentation Tell customers the benefits Dangle a carrotGoal Baseline Metric Resulting Metric LiftIncreasecustomer dataJul 2012: 7.7%Contact UpdatesOct 2012: 16.3%Contact Updates112%
  11. 11. Birthday CampaignChallenge: Unique coupon code required Give and take Value remainsMonthly campaignDrive revenueBoost goodwillIncentive for customersAdditional dataResults: Conversion rate 3 times greater than marketing emails
  12. 12. Holiday EmailsGet into the holiday spirit 12 days campaign Don’t need an offer every day Product stories Unengaged contacts – set baselineWatch metrics throughout the season Open rate Unsubscribe rate More than tripled email volume
  13. 13. A/B Split Content TestingOpportunity Audience KPI ResultsUnderstand if lifestylephotography orstylized photographyperforms better50/50 split of ClarkssegmentThis test was measuringif there was a differencein the Click ThroughRate between the twoversionsVersion B Click ThroughRate is 3.9% greaterthan Version ALifestyle Version AClick Through Rate is 27.7%Stylized Version BClick Through Rate is 28.8%
  14. 14. Report InsightsReports help drive decisionsReviewed resultsClick Rate insight into design and CTA placement
  15. 15. Future OpportunitiesThe Second Year
  16. 16. UpcomingRefer-a-friendRe-engagement – clean, healthy listSweepstakes – growing our listMore integration with stores
  17. 17. Summary1. Scalability and efficiencies2. Deliverability3. Small steps4. Testing5. Report insightsQuestions?