1. 9/30/2011
Broadcast and Triggered
Emails: A Match Made in
Heaven
Fred Swain – Tafford Uniforms
Twitter: @FredSwain
Loren McDonald - Silverpop
Twitter: @LorenMcDonald
Broadcast & Triggers Complement
1

2. 9/30/2011
Email Sophistication Progression
1 to Many 1 to Few 1 to 1
Behavior /
Broadcast Segmented
Triggered
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast
assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent
product margin, and 2.8 million pieces of mail per month.
Low Volume, High ROI
Volume of Emails sent Sales Generated
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns 59.8 %
95.9 % Batch
Batch Campaigns
Campaigns
2

3. 9/30/2011
Triggers
Triggers Aren’t Perfect
• Many moving parts
• Mostly dependent on
actions of subscriber
Broadcast Sets Up Triggers
Broadcast
Opt-in Welcome
Nurture
Repurchase Triggers Purchase
And So
Triggers
On…
3

4. 9/30/2011
Value of Broadcast Messages
Branding
Reach Top of Mind
Behavioral
Inventory Data
Manage- Collection
ment
Discovery/
Impulse
Purchases
So…
5 Ways to Get More Out of
Your Broadcast Messages
5 Things - #1
Start
Subscribers
Right
Test, Test Get
and Test Creative
Get The
Deal With
Frequency
Inactives
Right
4

5. 9/30/2011
Welcome Emails Start the
Relationship Right
Automated
Welcome Letter
• Goes out automatically
at sign up
• No matter the source of
the subscription
Welcome Series 1
• Subscribers who opted in
outside of the purchase
process.
• Get the same coupon as
part of an onsite promotion
- Email becomes friendly
reminder.
• Scheduled for the morning
after they sign up.
5

6. 9/30/2011
Welcome Series 2
• Goes out to subscribers
who opted in outside of
the purchase process
• Scheduled for three
days after they sign up.
• Tries to build a sense of
community
Welcome Series 3
• Explains the features
and benefits of
shopping with Tafford
• Offers Free Shipping
on any size purchase
Welcome Series 4
• Asks for more
information
• Offers ability to
subscribe to:
•Loyalty Club
•Deals
• Or…Request a
catalog
6

7. 9/30/2011
Tafford Welcome Series Results
Welcome • Outperforms broadcast
#1 • 38 to 1
Welcome • Outperforms broadcast
#2 • 2.5 to 1
Welcome • Marginal performers
#3-4 • But also not salesy
5 Things - #2
Start
Subscribers
Right
Test, Test, Get
Test Creative
Get The
Deal With
Frequency
Inactives
Right
Engage Subscribers With
Personality and Great Content
7

8. 9/30/2011
500 subscribers emailed us
8

9. 9/30/2011
“Ed” – Fictional persona from Tafford
We created a fictional persona and
tested “Ed” creative against tried and
true campaigns.
Genie:
Tafford
customers
like “campy”
Hybrid – Broadcast + Dynamic Content
• General Offer - Site wide sale or free shipping
• Dynamic content
– Single Offer
– Tailored creative
• Top
• Jacket
• Tee-shirt
– Same “email” but uses
if/then statements
based on given criteria to
show the correct image.
9

10. 9/30/2011
Offers Applicable to ALL Subscribers
• Product
– Introduction
– Clearance
• Sale/Promotion
– Free Shipping
– Discounts
5 Things To Do - #4
Start
Subscribers
Right
Test, Test, Get
Test Creative
Get The
Deal With
Frequency
Inactives
Right
“If 3 times per week works,
won’t 6 times be even better?”
- Your boss
10

11. 9/30/2011
Increased Frequency:
Get the Balance Right
Increased
List Churn
Increased
Revenue
Volume Up, But So is Revenue/Email
(King Arthur Flour)
Frequency Tests: 2009-2010
2009 Late 2009-2010
• Started with 3X/week • Tested:
• Tested 3 vs 2 & 1/week – 3X/week control
– 5X/week
• Based on revenue /
customer 3X won, hands
down Which Test Won?
– 2 to 1 and 1.5 : to 1
11

12. 9/30/2011
Frequency Tests: 2010 - 2011
• Freq Test 1 • Freq Test 2
Takeaway! May-July `11
– Ran Dec `10-April `11 – Run
– Compared 2 static – Compared two 3x
groups – 3 vs. 7 groups a 5X group to
Last permonths - 3 sends/week has
emails
7 week the 7x control
beaten all comers - total& 5X about equal
– Compared overall – 3X revenue
across all channels next phase…
customer spend – Led to
across all channels
3X per
week
won each
month
Frequency Tests: In Progress
Freq Test #3
• Began 8/1
– Testing 3 vs 5 vs 7
– Using customer scores and history to
determine frequency of send
Results?
TBD
5 Things To Do - #4
Start
Subscribers
Right
Test, Test, Get
Test Creative
Get The
Deal With
Frequency
Inactives
Right
12

13. 9/30/2011
Inactives Are a HUGE Problem
Pounding into Inactivity
Missing the Mark
13

14. 9/30/2011
Typical Actives vs. Inactives Ratio
Tafford’s Inactives Challenge
450,000 Subscribers
40%-50% Inactive (no opens
+ clicks for 12 months)
200K-250K non-responders
OUCH! Inactives Hurt A Lot
14

15. 9/30/2011
Don’t Wait, Be Proactive
• Preference centers
Data • Surveys, ask for feedback
• Capture behavioral data
Monitor/ • Identify inactive subscribers
• Determine root causes, patterns
Analyze • Test frequency, content, personalization
Increased • Use the data – segment, personalize
• Deploy triggers, act on behavior
Relevance • Offer alternatives
Activate Early Inactives
• New subscribers don’t open/click first
X messages (e.g., 6)
• Move these early inactives into
“activation” track
• Send survey, different offers; best of,
diff subject lines, testimonials, etc.
Tafford Reactivation Examples
Thank You/Loyal
(Loyalty club
members) Thank you
(0-3 month
purchase) We miss you
(3+ month
purchase) Try Tafford
(No purchase
history)
• Current: Quarterly
• Past: Up to monthly
• Future: Automated messages
15

16. 9/30/2011
Collecting customer
Using Surveys
data 2+ years
Brand prefs when not
shopping w/ Tafford
Drove which brands
to carry
Mining data for
customer brand prefs
– driving future emails
5 Things To Do - #5
Start
Subscribers
Right
Test, Test, Get
Test Creative
Get The
Deal With
Frequency
Inactives
Right
Layout /
Design
Landing Subject
Pages Lines
Things to Test
Timing Copy Style
Frequency Offers
16

17. 9/30/2011
Landing Page Testing
Good subject lines, creative and
copy only get you so far…
Landing Page Testing
Remember to test where
your customer lands…
Nearly 1/3 Increase in Order/Sales
17

18. 9/30/2011
Image Optimization
63%
higher CTR
Which image won (CTRs)?
Product Lifestyle
Use Broadcast
to set up
triggers
Test beyond
Onboard
the subject
Subscribers
line
Key
Takeaways
Get personal
Minimize
Get human
inactives
Get creative
Q&A / Contact Information
• Fred Swain
– fswain@tafford.com
– Twitter: @FredSwain
– Twitter: @Tafford
• Loren McDonald
– lmcdonald@silverpop.com
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
– Google+: Loren McDonald
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