Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
MEET YOUR SPEAKERS
Brian Banks,
ACCOUNT DIRECTOR, BLUEHORNET
John Bilderback,
SR. CREATIVE DESIGNER, BLUEHORNET
• Blindsgalore uses an
opt-in light box triggered by
website behavior:
• number of pages visited
• dwell time
• abandonmen...
OPTIMIZE OPT-IN
• Location, Location, Location – Go
beyond the home page and layer multiple
(and persistent) opt-in option...
ACQUISITION FORM BEST PRACTICES
• Collect the data you need, leave the rest.
• You can always ask for more later. Use a
pr...
• Recent BlueHornet consumer
research shows that almost
50% of consumers are “Not
Likely” to share marketing
messages to t...
• Thank subscribers
• Set expectations
• Incent conversions
• Encourage cross-channel
engagement (if appropriate
for your ...
• Pet360 sends early & often
• Day 1: 20% thank you
discount
• Day 5: Coupon reminder &
product line exploration
• Day 11:...
• Send the first email immediately.
• Set expectations and clarify what you’ll be
sending and when so subscribers know
wha...
• Global Hotel Alliance’s
DISCOVERY rewards program
delivers a true 1:1 experience.
• Each message is custom
tailored by m...
WELCOME
POINT ACCOUNT SUMMARY
POINTS ACCRUAL, REMINDERS
BIRTHDAY REWARD
• Mountain HardWear sends a
discount 7 days after
subscription to surprise &
delight their customers.
• Result? Higher eng...
Recent BlueHornet consumer
research shows that nearly
75% of consumers expect
personalization based on
online purchases an...
BikeBandit asks for email
address and bike riding style
at subscription, enabling an
effective level of initial
personaliz...
Luxury Link wins them back:
• Subject line & body copy
are relationship-focused
• We Miss You!
• Where’ve you been?
• Hi <...
• Subject lines drive success – Opens
are critical to overcoming habits of
disengagement. Test and optimize to
ensure you’...
• Allen Edmond’s
temperature-sensitive
campaign was enabled by
location at time of open.
• Those at 40 and below
saw the ...
• Edmunds.com customers
engage with the brand most
right on the lot.
• Email is tailored to the
device of open.
• One clic...
• 68.07% of shopping carts are
abandoned*.
• Columbia Sportswear sees
open rates between 55% and
66%, and RPE between
$5.8...
• Do your research – Experiment with the
number of reminder emails and the amount
of time required before each email trigg...
Rethink the every day with
“new” holidays
• National Donut Day
• National Ice Cream Day
• Talk Like a Pirate Day
Make up y...
• Know your audience. For
Brighton customers, more
is more.
• Going the extra mile with
detailed content to create a
large...
• Create a great brand experience by
showing your appreciation and focusing
content around customer service.
• Include ima...
• Great design
• Inspirational
• Tied to relevant events
• 12+ products per email
Like a post purchase series,
product lifecycle messages are
great vehicles for building trust.
Help your customers with
wa...
• Focus messaging around utility and
better customer experience, rather than
a sales email.
• Personalize the email with i...
Recent BlueHornet research
indicates that more than
40% of consumers will stay
on your list if you simply
allow them to co...
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail Email
New for 2015: Bright Ideas in Retail Email
Upcoming SlideShare
Loading in …5
×

New for 2015: Bright Ideas in Retail Email

431 views

Published on

We all know what we should be doing in our email programs, but it can be difficult to find the time to actually implement best practices in an effective, creative way. For the second consecutive year, BlueHornet’s Retail Email Idea Book recognizes brands who have embraced email best practices to deliver personalized, meaningful, best-in-class emails that engage and delight.

Published in: Marketing
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ★★★ http://tinyurl.com/yy9yh8fu
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Want to preview some of our plans? You can get 50 Woodworking Plans and a 440-Page "The Art of Woodworking" Book... Absolutely FREE ●●● http://tinyurl.com/yy9yh8fu
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

New for 2015: Bright Ideas in Retail Email

  1. 1. MEET YOUR SPEAKERS Brian Banks, ACCOUNT DIRECTOR, BLUEHORNET John Bilderback, SR. CREATIVE DESIGNER, BLUEHORNET
  2. 2. • Blindsgalore uses an opt-in light box triggered by website behavior: • number of pages visited • dwell time • abandonments stats • Clever, concise copy emphasizes value proposition
  3. 3. OPTIMIZE OPT-IN • Location, Location, Location – Go beyond the home page and layer multiple (and persistent) opt-in options through out your website. • Test interstitial and pop-up opt-ins – Brands with light boxes see in upwards of a 50% increase in acquisition rates. • Keep it simple – Use common sense to determine appropriate fields for the acquisition form. • Don’t forget about mobile – Include the mobile user’s experience when determining acquisition strategy. • Keep it clean – Validate subscribers at sign up to ensure data quality. DESIGN & PLACEMENT
  4. 4. ACQUISITION FORM BEST PRACTICES • Collect the data you need, leave the rest. • You can always ask for more later. Use a preference center or progressive profiling to acquire more data later in the consumer lifecycle. • Test the number of form fields you use to understand where opt-in behavior starts to decline. • Confirm (and thank) subscribers when they complete the form. • Make sure error messages are helpful and clear. • Track acquisition source to determine your most valuable subscribers and add another dimension to your reporting. 65% of B2C companies require 2 - 4 fields for list growth efforts BLUEHORNET & ASCEND2, EMAIL LIST GROWTH SURVEY
  5. 5. • Recent BlueHornet consumer research shows that almost 50% of consumers are “Not Likely” to share marketing messages to their social networks. • Use social appropriately • Make it worth their time – and yours
  6. 6. • Thank subscribers • Set expectations • Incent conversions • Encourage cross-channel engagement (if appropriate for your audience) • Tell your unique brand story • Welcome is worth it. This campaign saw a 300% increase in open rate and almost 1000% increase in CTR. Revenue-per-email (RPE) is one of the best for the brand.
  7. 7. • Pet360 sends early & often • Day 1: 20% thank you discount • Day 5: Coupon reminder & product line exploration • Day 11: Value-added content, beyond product • Day 14: Coupon conversion urgency
  8. 8. • Send the first email immediately. • Set expectations and clarify what you’ll be sending and when so subscribers know what to expect from you. • Educate about special benefits, loyalty programs, and cause initiatives. • Consider rewarding subscribers with a special offer – but you may not need to. • Welcome is a great time to ask for additional information. • Provide a link to your preference center and allow subscribers to customize content and cadence. • Test performance to optimize cadence, content and call-to-action. • Consider tailoring your welcome to acquisition source.
  9. 9. • Global Hotel Alliance’s DISCOVERY rewards program delivers a true 1:1 experience. • Each message is custom tailored by membership level, award status within membership tier, stated preferences, and recent travel. • This data is also reflected in the linked landing page. • Rich, detailed, consistent creative delivers a luxurious brand experience.
  10. 10. WELCOME POINT ACCOUNT SUMMARY POINTS ACCRUAL, REMINDERS BIRTHDAY REWARD
  11. 11. • Mountain HardWear sends a discount 7 days after subscription to surprise & delight their customers. • Result? Higher engagement, higher lifetime value than using a discount to incent loyalty membership. • Subscribers like it so much they share it with others to encourage them to join the program. LOYALTY LOYALTY REWARD
  12. 12. Recent BlueHornet consumer research shows that nearly 75% of consumers expect personalization based on online purchases and self- reported interests. • More than 50% of consumers surveyed also expect personalization based on gender, birth date, and web browsing behavior. • Preference centers are a great way to start.
  13. 13. BikeBandit asks for email address and bike riding style at subscription, enabling an effective level of initial personalization right out of the gate. Subsequent emails encourage account set up where subscribers can specify bike type. And it works – 70% of their subscribers complete this information.
  14. 14. Luxury Link wins them back: • Subject line & body copy are relationship-focused • We Miss You! • Where’ve you been? • Hi <First Name>, Still Want to Get Travel Deals? • Subscribers are reminded of the value to them • A special offer incents conversion • Strong call-to-action
  15. 15. • Subject lines drive success – Opens are critical to overcoming habits of disengagement. Test and optimize to ensure you’re sending your very best. • Keep it short and sweet – Email content should be concise, to the point, and compelling. • Be direct – Tell your subscribers what their behavior, or lack of behavior, means to the relationship moving forward. • It’s okay to say goodbye – Ensure the “unsubscribe” button is clear for those who decide to leave. • Encourage a dialogue – Let your subscribers tailor their experience by providing links to an Opt-Down or Preference Center.
  16. 16. • Allen Edmond’s temperature-sensitive campaign was enabled by location at time of open. • Those at 40 and below saw the winter wear version. • Those at 41 and above saw the rain gear. • Context is king. +300% click-through rate
  17. 17. • Edmunds.com customers engage with the brand most right on the lot. • Email is tailored to the device of open. • One click to download the app • Great creative continuity
  18. 18. • 68.07% of shopping carts are abandoned*. • Columbia Sportswear sees open rates between 55% and 66%, and RPE between $5.89 and $10.30. • Average RPE is a 10,000% lift over promotional messages. *Source: Baymard Institute, Dec. 2014
  19. 19. • Do your research – Experiment with the number of reminder emails and the amount of time required before each email triggers. • Remind subscribers of what they’re missing – Feature an image, description, customer reviews, and testimonials of the abandon item(s). • Focus on customer service – Be sure the reply address is a monitored inbox, and give customers multiple ways to order (phone, live chat, etc.). • Consider sweetening the deal – Test including incentives such as free shipping, free returns, or discounts if the first email doesn’t lead to a conversion. But be careful, you don’t want to train your consumers to abandon in order to get a discount.
  20. 20. Rethink the every day with “new” holidays • National Donut Day • National Ice Cream Day • Talk Like a Pirate Day Make up your own events • Technology Tuesdays Push the envelope • David Hasselhoff’s birthday • It’s Burning Man Season Go international • Guy Fawkes Day • Day of the Dragon or Lotus
  21. 21. • Know your audience. For Brighton customers, more is more. • Going the extra mile with detailed content to create a larger story around a recent purchase. • Refreshing change from typical follow-up purchase emails.
  22. 22. • Create a great brand experience by showing your appreciation and focusing content around customer service. • Include images of the purchased product(s) and include as much additional product information as possible. • Build community by soliciting reviews for recently purchased products. • Incentivize customers to re-purchase with free shipping offers on their next purchase or a discount on their next logical product. • Be mindful of the thin line between transactional and promotional messaging.
  23. 23. • Great design • Inspirational • Tied to relevant events • 12+ products per email
  24. 24. Like a post purchase series, product lifecycle messages are great vehicles for building trust. Help your customers with warranty information, product care guides, loyalty programs, and additional resources and services available.
  25. 25. • Focus messaging around utility and better customer experience, rather than a sales email. • Personalize the email with images of relevant product. • Make it easy to purchase again. Craft a click-to-conversion path that reduces the amount of clicks and fields as possible. • Consider a series as the time to repurchase/ replenishment nears. • Use the opportunity to cross and upsell related items, warranties, and services.
  26. 26. Recent BlueHornet research indicates that more than 40% of consumers will stay on your list if you simply allow them to control messaging frequency. Another 40% will go regardless of what you do. Use the opportunity to improve your program – like this smart survey.

×