Iterable's customer-centric, growth marketing platform enabled Fabfitfun to rapidly and flexibly test and send targeted communications to customers across different seasons and stages in their customer journey. Key capabilities included A/B testing, triggering automated emails and messages based on user behavior and events, and seamlessly integrating different channels like email, SMS, mobile push notifications, and more. This allowed Fabfitfun to engage prospects with trailers and spoilers, onboard new customers by educating them about features, and retain loyal customers through personalized surveys, videos from influencers, and a loyalty program.

1. Creating a Narrative for Building
Customer Loyalty
David Oh
Chief Product Officer & Head of Growth, Fabfitfun

2. • 3.5 years @ Fabfitfun
• Chief Product Officer & Head of Growth
• Have led various teams: Product
Management, Marketing, Engineering, and
Data Science and at times IT Infrastructure
• Subscription-based business for 20+ years
• Feel free to connect with me after my
session or find me on Twitter and LinkedIn
Bio
Twitter: @davidyoh
LinkedIn: linkedin.com/in/davidoh

3. 1.FabFitFun: Narrative Subscription
2.Using Iterable for seasonal story-telling
3.Brainstorming/Q/A
Our Agenda

4. FabFitFun 101: Narrative Subscription

5. How many of you are involved in some
kind of subscription model?
For customers and brands,
what are the benefits and drawbacks?

6. The Fall 2017 Box
1-2 items we build ourselves, 1-2 items are
sponsored, and the rest of the items we
work with our partners.

7. We offer an experience that is shared
across all customers each season.
Think Black Friday 4x a year

8. Kind of like…

9. The Classic Narrative Arc
Source: https://www.donnalichaw.com/blog/2016/2/9/the-shape-of-stories

10. • Prospects: Turn interested buyers into customers
• Explain the essentials: Get $200 for $49.99
• For prospects who need further convincing, tell them all the reasons why they
should buy
• New Customers: Turn them into fanatical and loyal customers
• Catch them up on all the things they can do!
• Give them the Ned Stark moment on Season 1 or the Red Wedding of GOT
• Loyal customers: Retain loyal customers and create champions of
your brand by giving them ways to engage in interesting ways
We have 3 broad objectives

11. Potential & New Customers Current Customers
Exposition & Inciting Incident
Influencer marketing, FB, Snap, Pinterest Ads,
Prospecting Emails, Retargeting Ads
Onboarding
Educating customers about surveys,
Customize/Choice, Community, Add-ons,
Mobile app, TV App, Magazine
Rising Action
Spoilers, Discussions, Speculation
Crisis (Choice)
Should I get a lotion or massage roller?
Which add-ons, if any should I get?
Do I upgrade to annual membership so
I can get a head start on add-ons?
Climax, Falling Action/Resolution
Hooray I got my box! Which items did I like? What should
I tell the brand about this item? Should I trade this?

12. Initial Awareness/ Exposition

13. Inciting Event: Why we chose Iterable

14. • A/B testing improved
dramatically
• Successfully turn on and off
emails based on seasonality
• Trigger events
programmatically
• Send SMS, in-app notifications,
and postcards seamlessly with
Workflow Studio
Inciting Event: How we
became a loyal customer
REPLACE
ME

15. Iterable’s customer-centric, growth marketing
platform was the right choice for us. We needed a
system that enabled rapid, flexible, and quick
changes to the data we have on a user and to
update these records very quickly.
Inciting Event: Becoming a loyal Customer

16. Rising Action… Start with a trailer

17. • Season starts: Drop a few spoilers to enable a lot of speculation,
debate, and discussion.
• Inform customers of all the choices they will make.
• Bill, ship and update impatient customers on when box is arriving.
• Promotions: As soon as customers start to receive the box, allow all the
influencers to start doing “reveals” and release lots of videos about the
box and how to use items in the box, and new content for FFFTV service.
• Collect input: Gather praise, feedback, criticisms, and product ratings.
• Announcements: As soon as box sells out, announce the start of the
next season. Rinse and repeat.
Typical Season:
Rising Action, Crisis, & Climax

21. Add-ons: How we promote

22. • Add-ons are time-sensitive:
in the past we have had a
hard time adjusting to sell-
outs. With Iterable, we plan
to allow for dynamic updating
of our inventory.
Promotions: Add-ons
REPLACE
ME

23. Customization and Choice

24. • Spoilers: Automatically allow importing of spoilers at the right times.
• Dynamically priced promotions: Send promos based on
demographic data or our current box inventory
• Incorporate social behavior: Link the online advertising creative
messaging to the email (they clicked on an ad that heavily promoted
fitness).
• Re-engagement: Showcase products from the past that will appeal
to them based on their demographics
Some ideas to attract prospects

25. • Automated, personalized emails based on events: trigger
emails depending on if they have used various features before
like add-ons
• Same with TV, mobile app downloads and community
• Spoilers and promotional emails: Based on the 150+
question survey everyone answers when they become a
customer
• Leverage more channels: In addition to email, send SMS,
Web-push (Desktop), and Mobile-Push messages
• Allow for SMS inbound messaging forwarded to customer service
Some ideas to engage new customers

26. • Sentiment analysis on community posts: trigger workflows
based on the results
• Video: Live video events and videos of favorite influencers
• Surveys: automatically trigger surveys for the box, products,
and overall experience
• Customer Loyalty Program: cohesive customer engagement
program and based on LTV, offer rewards and incentives
• Retention efforts: send personalized emails to improve if
customer wasn’t excited about current season
Some ideas to retain loyal customers

27. Q&A