broadcast and triggered emails a match made in heaven
TRANSCRIPT
Broadcast and Triggered Emails: A Match Made in
Heaven
Fred Swain – Tafford UniformsTwitter: @FredSwain
Loren McDonald - SilverpopTwitter: @LorenMcDonald
Broadcast & Triggers Complement
Email Sophistication Progression
1 to Many 1 to Few 1 to 1
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
59.8 %Batch Campaigns
40.2%TriggeredCampaigns95.9 %
Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
Triggers
Triggers Aren’t Perfect
• Many moving parts
• Mostly dependent on actions of subscriber
Broadcast Sets Up Triggers
Value of Broadcast Messages
So…
5 Ways to Get More Out of Your Broadcast Messages
5 Things - #1
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.
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
Tafford Welcome Series Results
5 Things - #2
Engage Subscribers WithPersonality and Great Content
“Ed” – Fictional persona from Tafford
We created a fictional persona and tested “Ed” creative against tried and true campaigns.
Genie:
Tafford customerslike “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.
Offers Applicable to ALL Subscribers
• Product– Introduction– Clearance
• Sale/Promotion– Free Shipping– Discounts
5 Things To Do - #4
“If 3 times per week works,won’t 6 times be even better?”
- Your boss
Increased Frequency:Get the Balance Right
Volume Up, But So is Revenue/Email (King Arthur Flour)
Frequency Tests: 2009-2010
2009• Started with 3X/week
• Tested 3 vs 2 & 1/week
• Based on revenue / customer 3X won, hands down– 2 to 1 and 1.5 : to 1
Late 2009-2010• Tested:
– 3X/week control
– 5X/week
Which Test Won?
Frequency Tests: 2010 - 2011• Freq Test 1
– Ran Dec `10-April `11– Compared 2 static
groups – 3 vs. 7 emails per week
– Compared overall customer spend across all channels
• Freq Test 2– Run May-July `11– Compared two 3x
groups a 5X group to the 7x control
– 3X & 5X about equal– Led to next phase…
3X per week
won each month
Takeaway!
Last 7 months - 3 sends/week has beaten all comers - total revenue
across all channels
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
Inactives Are a HUGE Problem
Pounding into Inactivity
Missing the Mark
Typical Actives vs. Inactives Ratio
Tafford’s Inactives Challenge
OUCH! Inactives Hurt A Lot
Don’t Wait, Be Proactive
Activate Early Inactives
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)
Using Surveys
5 Things To Do - #5
Things to Test
Landing Page Testing
Good subject lines, creative and copy only get you so far…
Landing Page Testing
Remember to test where your customer lands…
Let Customers Do the Selling
30+% Increase in Orders and Sales
Image Optimization
Product Lifestyle
Which image won (CTRs)?
63% higher CTR
Key Takeaways
• Fred Swain– [email protected]– Twitter: @FredSwain– Twitter: @Tafford
• Loren McDonald– [email protected]– Twitter: @LorenMcDonald– Twitter: @Silverpop– Google+: Loren McDonald
Q&A / Contact Information