Case Study -- Personalization: Beyond the First Name

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Segmenting members in order to market smarter is no longer just limited to information customers give us at sign-up. Find out how The Honest Company leveraged member data to create their best performing email program.

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Case Study -- Personalization: Beyond the First Name

  1. 1. CONFIDENTIAL 1 THE HONEST COMPANY Case Study: Personalization Beyond the First Name
  2. 2. CONFIDENTIAL 2 The Honest Company http://youtu.be/rJBaP1FA0cU
  3. 3. CONFIDENTIAL 3 Email Marketing Challenges
  4. 4. CONFIDENTIAL 4 Email Marketing Solutions What customer information DO we have beyond the sign up form? 1. Purchase Behavior 2. Browsing Behavior
  5. 5. CONFIDENTIAL 5 New Members No Purchase Purchase Subscription Shop Purchase Trial
  6. 6. CONFIDENTIAL 6 Lifecycle Marketing Campaigns All emails in our Lifecycle (Winback) Marketing Campaign are triggered by member purchase behavior. This campaign is our best performing email program*. *Other email programs include: triggered, marketing blasts, welcome and activation series. Metric Lifecycle Average Overall Average Opens 39% 17% Clicks 5% 3% Conversions* 6x Overall Average *Any click that ends up on the Order Confirmation page is considered a conversion
  7. 7. 5/5/2014 CONFIDENTIAL 7 Lifecycle Marketing Campaigns – Lapsed Shoppers Day 75 since last purchase Day 89 since last purchase 34% Opens 5% Clicks
  8. 8. 5/5/2014 CONFIDENTIAL 8 Lifecycle Marketing Campaigns – Canceled Members 7 Days After Trial Cancel 14 Days After Trial Cancel 31% Opens 5% Clicks
  9. 9. 5/5/2014 CONFIDENTIAL 9 Lifecycle Marketing Campaigns – Cart Abandoned Email #1 Sent 1 day after abandon Email #2 Sent 3 days after abandon if no purchase since Email #1 36% Opens 3% Clicks
  10. 10. 5/5/2014 CONFIDENTIAL 10 Test period = 6 Weeks Results: 63% in CTOR 22% in conversion rate Lifecycle Marketing Campaigns – Shop to Sub TEST Version A Version B
  11. 11. 5/5/2014 CONFIDENTIAL 11 Crib Promotion – Optimized Targeting Metric Crib Promo Marketing Average Opens 38% 17% Clicks 5% 3%
  12. 12. 5/5/2014 CONFIDENTIAL 12 Welcome Email– Dynamic Images
  13. 13. 5/5/2014 CONFIDENTIAL 13 Proactive Marketing 7 Days
  14. 14. 5/5/2014 CONFIDENTIAL 14 Proactive Marketing
  15. 15. 5/5/2014 CONFIDENTIAL 15 Proactive Marketing Next Steps Likely to Cancel Canceled Continue to Subscription
  16. 16. 5/5/2014 CONFIDENTIAL 16 Takeaways Higher reach does not equal higher conversions Consumer information is not limited to the information provided at sign up Track and utilize behavioral data Personalization in emails isn’t just about the first name anymore

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