Notes Version: Broadcast and Triggered Emails A Match Made in Heaven

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Notes Version: Broadcast and Triggered Emails A Match Made in Heaven

  1. 1. 9/30/2011 Broadcast and Triggered Emails: A Match Made in Heaven Fred Swain – Tafford Uniforms Twitter: @FredSwain Loren McDonald - Silverpop Twitter: @LorenMcDonaldBroadcast & Triggers Complement 1
  2. 2. 9/30/2011Email Sophistication Progression1 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. 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. 4. 9/30/2011Value 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. 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 subscriptionWelcome 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. 6. 9/30/2011Welcome Series 2• Goes out to subscriberswho opted in outside ofthe purchase process• Scheduled for threedays after they sign up.• Tries to build a sense ofcommunityWelcome Series 3• Explains the featuresand benefits ofshopping with Tafford• Offers Free Shippingon any size purchase Welcome Series 4 • Asks for more information • Offers ability to subscribe to: •Loyalty Club •Deals • Or…Request a catalog 6
  7. 7. 9/30/2011Tafford Welcome Series ResultsWelcome • Outperforms broadcast #1 • 38 to 1Welcome • Outperforms broadcast #2 • 2.5 to 1Welcome • 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 WithPersonality and Great Content 7
  8. 8. 9/30/2011500 subscribers emailed us 8
  9. 9. 9/30/2011 “Ed” – Fictional persona from Tafford We created a fictional persona and tested “Ed” creative against tried and true campaigns.Genie:Taffordcustomerslike “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. 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. 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. 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. 13. 9/30/2011Inactives Are a HUGE Problem Pounding into Inactivity Missing the Mark 13
  14. 14. 9/30/2011Typical Actives vs. Inactives Ratio Tafford’s Inactives Challenge450,000 Subscribers 40%-50% Inactive (no opens + clicks for 12 months) 200K-250K non-responders OUCH! Inactives Hurt A Lot 14
  15. 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 ExamplesThank 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. 16. 9/30/2011 Collecting customer Using Surveys data 2+ yearsBrand prefs when not shopping w/ Tafford Drove which brands to carry Mining data forcustomer 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. 17. 9/30/2011 Landing Page Testing Good subject lines, creative and copy only get you so far… Landing Page TestingRemember to test where your customer lands… Nearly 1/3 Increase in Order/Sales 17
  18. 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 18

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