Automated email is only as good as the behavioral triggers (and the timing) that drives them as well as the messaging. We ask our experts to share the surprising triggers and content follow ups that drove performance, deepened relationships and grew the brand.

1. TAKEAWAYS OF THE
HAIR-TRIGGER HARRIETS

2. Who is Zoro?
 Zoro.com, a single channel eCommerce platform that
sells industrial and business supplies, was founded in
2011 by parent company W.W. Grainger, which
recognized an opportunity to pursue smaller
businesses and hobbyists through online sales. Since
then, Zoro has experienced tremendous growth in the
online maintenance, repair, and operations (MRO)
space—from about 20 initial employees to over 400
today—by continuing to build on that vision,
emphasizing competitive pricing and an "endless aisle"
of products. In 2018, Zoro did over $590 million in
sales, with 65% of orders and 80% of its revenue
coming from business customers and 35% of orders
and 20% of revenue from individual consumers.
2

3. Who am I?
 Jared Kreuz – Senior Marketing Manager
 2.5 years at Zoro
 2 ESP changes + full data model rebuild
 550K opt-ins
 5 million emails/month
 10-15 unique campaigns/month
3

4. Data is the Key
 Good Data vs Bad Data
4

5. Data is the Key
 Good Data vs Bad Data
5
BAD
DATA
GOOD
DATA
DATA POCESSING
EXTRACT, TRANSFORM,
LOAD (ETL)

6. Data is the Key
 Good Data vs Bad Data
6
RAW
DATA
USER
S
DATA POCESSING
EXTRACT, TRANSFORM,
LOAD (ETL)
System Extracts
ERP
CRM
OTC
PIM
ESP
Clickstream
Final Tables
Accounts
Customers
Transactions
Products
Contact History
Browse Data

7. Biggest Issue - Unification
7
Raw Data
email cdsurplus@yahoo.com cdsurplus@yahoo.com cdsurplus@yahoo.com cdsurplus@yahoo.com cdsurplus@yahoo.com
customer_id 80819653 133062 60128962 89184551 106492
bill_address 14015 Hwy 110N 14015 Hwy 110N 14015 Hwy 110N 14015 Hwy 110N 14015 Hwy 110N
bill_city Tyler Tyler Tyler Tyler Tyler
bill_state TX TX TX TX TX
bill_zip 75704 75704 75704 75704 75704
bill_country US US US US US
ship_address 14015 Hwy 110N 14015 Hwy 110N 14015 Hwy 110N 1542 W Main St 250 Picard Ave
ship_city Tyler Tyler Tyler Boston Springfield
ship_state TX TX TX MA IL
ship_zip 75704 75704 75704 2111 62629
ship_country US US US US US
company_name CDD Enterprises LLC CDD Enterprises LLC CDD Enterprises C D D Enterprises
create_date 8/23/2018 9/20/2015 8/30/2017 12/4/2018 12/20/2012
firstname Larry Bill John Michelle Winston
lastname Mitchell Hagar Hagar Hagar Young
order_count 1 64 4 1 11
date_first_sale 8/23/2018 10/4/2015 8/30/2017 12/4/2018 12/24/2012
date_last_sale 8/23/2018 5/24/2019 1/23/2018 12/4/2018 3/19/2019
Data Processing
Group by email
min(create_date)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
max(date_last_sale)
min(create_date)
max(order_count)
max(order_count)
sum(order_count)
min(date_first_sale)
max(date_last_sale)
Final Table
cdsurplus@yahoo.com
133062
14015 Hwy 110N
Tyler
TX
75704
US
14015 Hwy 110N
Tyler
TX
75704
US
CDD Enterprises LLC
12/20/2012
Bill
Hagar
81
12/24/2012
5/24/2019

8. After unification, take
the opportunity to
append.
Bring in other sources
to add more
triggerable attributes to
your master customer
record
8
Calculated Field Source Logic
first_order_date Transaction min(order_date)
last_order_date Transaction max(order_date)
first_sent_date Contact History min(sent_date)
last_sent_date Contact History max(sent_date)
first_open_date Contact History min(open_date)
last_open_date Contact History max(open_date)
first_click_date Contact History min(click_date)
last_click_date Contact History max(click_date)
first_web_visit Browse Data min(session_date)
last_web_visit Browse Data max(session_date)
lifetime_aov Transaction sum(sales)/count(sono)
lifetime_sales Transaction sum(sales)
lifetime_orders Transaction count(sono)
r12_aov Transaction sum(sales)/count(sono) in last 12mo
r12_sales Transaction sum(sales) in last 12mo
r12_orders Transaction count(sono) in last 12mo
primary_brand_affinity Transaction brand purchased most often
primary_purchase_l1 Transaction category purchased most often
secondary_purchase_l1 Transaction category purchased 2nd
most often
days_to_second_order Transaction 2nd
order date – 1st
order date
avg_order_interval Transaction (nth order date – n-1th order date)/n
std_order_interval Transaction standard deviation of order interval
email_hash Customer md5 encryption applied to email
net30_flag Customer if credit limit > $0, then Y
industry_id 3rd
Party Append (D&B, Infogroup etc) match on company name and address
company_employees 3rd
Party Append (D&B, Infogroup etc) match on company name and address
company_sales 3rd
Party Append (D&B, Infogroup etc) match on company name and address
Customer Master

9. Data Structure
9
If you have the
capability, some
sub-tables can
still be useful
• Transactions, Line
Item Detail, and
Product Details
• Sessions, Product
Views, Pages
Visited, Add to Cart
Events, and Orders
Placed

10. Data in Action
10
Lapsed and Lost Campaigns
Calculated Field Source Logic
avg_order_interval Transaction (nth order date – n-1th order date)/n
std_order_interval Transaction standard deviation of order interval
Previous Updated to
Triggered on
persona level
average order
interval
Triggered on each
individual’s
average order
interval
Lapsed Redemption Rate – 40% increase
Lost Redemption Rate – 13% increase

11. Data in Action
11
Custom Welcome Series
Previous Updated to
All businesses receive
the same content
MFG businesses
receive custom content
tailored to their specific
needs and pain points
60 Day Repeat Rate – 21% decrease
2nd Order AOV – 37% increase
Calculated Field Source Logic
industry_id 3rd
Party Append (D&B, Infogroup etc) match on company name and address
company_employees 3rd
Party Append (D&B, Infogroup etc) match on company name and address
company_sales 3rd
Party Append (D&B, Infogroup etc) match on company name and address

12. Data in Action
12
Promo Restricted Brands in
Abandon Cart
Previous Updated to
AC emails were
not content
aware
AC emails
change
depending on
the items in the
cart
CSAs bugging me about customers whose
codes don’t work – 100% decrease