Broadcast and Triggered Emails: A Match Made in Heaven
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Transcript of Broadcast and Triggered Emails: A Match Made in Heaven
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%Triggered
Campaigns95.9 %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
500 subscribers emailed us
“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…
Nearly 1/3 Increase in Order/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