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1How Tommy Hilfiger Uses Triggered Email Campaigns toConnect with Customers
2TOMMY.COM EMAIL PROGRAM• Promotional / Trend: 4 times a week• Open rate: 15%, click-thru rate: 10%• Transactional: real-t...
3HOMEPAGE OVERLAY•Little IT Support•17% conversion in year 1•12% Conversion 2 years in
4LIVE TRIGGER EMAIL:WELCOME SERIES 1•Triggers in real-time when user signs upto receive emails•Includes one-time use promo...
5LIVE TRIGGER EMAIL:WELCOME SERIES 2•Triggers 7 days after welcome 1•Asks subscriber for birthday, shoppingpreferences •A...
6LIVE TRIGGER EMAIL:WELCOME SERIES 3•Triggers 14 days after welcome 1•Newsletter format featuring•Online exclusives•New ar...
7LIVE TRIGGER EMAIL:WELCOME SERIES 4•Triggers 21 days after welcome 1•Reminder to redeem offer•Segmented to those who have...
8TIE-IN WITH SOCIAL MEDIA
9LIVE TRIGGER EMAIL:SURVEY•Triggers 2 weeks after customer placesorder•Open rate: 36%•Click-thru rate: 5%•Asks series of c...
10LIVE TRIGGER EMAIL:BIRTHDAY•Triggers 7 days before birthday•Includes one-time use promo code
11WIN-BACK CAMPAIGNS
12EMAIL MARKETINGTHEN and NOW• Then...newsletter subscribers received the same messages:not personalized• Now…newsletter s...
13TRIGGERED EMAILS (April):VIEWED/BROWSED• User views products and/or categories ontommy.com• Triggers 24 hours after view...
14TRIGGERED EMAILS (April):POST PURCHASE• User purchases on tommy.com• Triggers 7 days after order ships• Creative feature...
15TRIGGERED EMAILSQ3 & Q4 Launches• Now on sale• Back in stock• Weather/events/geo-targeting• Inventory management/seasona...
16TRIGGERED EMAILSQ3 & Q4, Continued• Dynamic abandoned shopping cart• Tell us your birthday• Reengagement/win-back (we mi...
17CONTENT A/B TESTINGREFERRAL PAGES
18CONTENT A/B TESTINGYOU ARE $X AWAY FROM FREE SHIPPING
19CONTENT A/B TESTINGFREE SHIPPING: BADGES ON PRODUCTS > $150
20CUSTOMER ACQUISITION: SOCIAL E-GIFT CARDSHOW IT WORKSLisa’s birthday is coming up I am friends with Lisa on Facebook. Ig...
21CUSTOMER ACQUISITION: MASTERCARD CARD-LINKED OFFERSHOW IT WORKS• Discount applied on statement level• No more printing o...
22Questions?Jared Blankjblank@tommy.com
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Digital без силикона: Джаред Бланк

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Digital без силикона: Джаред Бланк

  1. 1. 1How Tommy Hilfiger Uses Triggered Email Campaigns toConnect with Customers
  2. 2. 2TOMMY.COM EMAIL PROGRAM• Promotional / Trend: 4 times a week• Open rate: 15%, click-thru rate: 10%• Transactional: real-time• Order, shipment, out of stock, return• Open rate: 80%, click-thru rate: 15%• Triggered: real-time• LIVE: welcome series, birthday, survey• UPCOMING: viewed/browsed, post-purchase, and many more...
  3. 3. 3HOMEPAGE OVERLAY•Little IT Support•17% conversion in year 1•12% Conversion 2 years in
  4. 4. 4LIVE TRIGGER EMAIL:WELCOME SERIES 1•Triggers in real-time when user signs upto receive emails•Includes one-time use promo code•Open rate: 59%•Click-thru rate: 34%
  5. 5. 5LIVE TRIGGER EMAIL:WELCOME SERIES 2•Triggers 7 days after welcome 1•Asks subscriber for birthday, shoppingpreferences •Allows us to segment into relevantmessages•Open rate: 30%•Click-thru rate: 5%
  6. 6. 6LIVE TRIGGER EMAIL:WELCOME SERIES 3•Triggers 14 days after welcome 1•Newsletter format featuring•Online exclusives•New arrivals•Social•Open rate: 23%•Click-thru rate: 17%
  7. 7. 7LIVE TRIGGER EMAIL:WELCOME SERIES 4•Triggers 21 days after welcome 1•Reminder to redeem offer•Segmented to those who have not yetconverted•Open rate: 38%•Click-thru rate: 16%
  8. 8. 8TIE-IN WITH SOCIAL MEDIA
  9. 9. 9LIVE TRIGGER EMAIL:SURVEY•Triggers 2 weeks after customer placesorder•Open rate: 36%•Click-thru rate: 5%•Asks series of customer servicequestions•Learn more about customer•1/3 bought TH product from Macy’s inpast year•55% bought from TH store in the pastyear
  10. 10. 10LIVE TRIGGER EMAIL:BIRTHDAY•Triggers 7 days before birthday•Includes one-time use promo code
  11. 11. 11WIN-BACK CAMPAIGNS
  12. 12. 12EMAIL MARKETINGTHEN and NOW• Then...newsletter subscribers received the same messages:not personalized• Now…newsletter subscribers will receive different creative based on what they browsed,what they purchased on the site: targeted, segmented and personalized
  13. 13. 13TRIGGERED EMAILS (April):VIEWED/BROWSED• User views products and/or categories ontommy.com• Triggers 24 hours after viewing occurs• Creative features viewed product +other recommendations
  14. 14. 14TRIGGERED EMAILS (April):POST PURCHASE• User purchases on tommy.com• Triggers 7 days after order ships• Creative features recently purchased product +other recommendations
  15. 15. 15TRIGGERED EMAILSQ3 & Q4 Launches• Now on sale• Back in stock• Weather/events/geo-targeting• Inventory management/seasonality (in place of promotional campaigns)• Full price shoppers (margin focused)• Reengagement/win-back (different offer for inactive customer)• Cross-channel promotions (dual offers & messages for omnichannel customer)
  16. 16. 16TRIGGERED EMAILSQ3 & Q4, Continued• Dynamic abandoned shopping cart• Tell us your birthday• Reengagement/win-back (we miss you…)• Alerts (personalized, curated products)• Facebook “likes”
  17. 17. 17CONTENT A/B TESTINGREFERRAL PAGES
  18. 18. 18CONTENT A/B TESTINGYOU ARE $X AWAY FROM FREE SHIPPING
  19. 19. 19CONTENT A/B TESTINGFREE SHIPPING: BADGES ON PRODUCTS > $150
  20. 20. 20CUSTOMER ACQUISITION: SOCIAL E-GIFT CARDSHOW IT WORKSLisa’s birthday is coming up I am friends with Lisa on Facebook. Igive Lisa a $10 Sephora gift card forher birthdayLisa can use the gift card onlineor in-store
  21. 21. 21CUSTOMER ACQUISITION: MASTERCARD CARD-LINKED OFFERSHOW IT WORKS• Discount applied on statement level• No more printing out coupons• Target high-value customers• Those that shop similar brands• By channel: online and/or in-store• Geo-target: nearby stores
  22. 22. 22Questions?Jared Blankjblank@tommy.com

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