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How Tommy Hilfiger Uses Triggered Email Campaigns to Connect with Customers

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TOMMY.COM EMAIL PROGRAM

• Promotional / Trend: 4 times a week• Open rate: 15%, click-thru rate: 10%

• Transactional: real-time• Order, shipment, out of stock, return• Open rate: 80%, click-thru rate: 15%

• Triggered: real-time• LIVE: welcome series, birthday, survey

• UPCOMING: viewed/browsed, post-purchase, and many more...

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HOMEPAGE OVERLAY

•Little IT Support

•17% conversion in year 1

•12% Conversion 2 years in

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LIVE TRIGGER EMAIL:WELCOME SERIES 1

•Triggers in real-time when user signs up to receive emails

•Includes one-time use promo code

•Open rate: 59%

•Click-thru rate: 34%

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LIVE TRIGGER EMAIL:WELCOME SERIES 2

•Triggers 7 days after welcome 1

•Asks subscriber for birthday, shopping preferences

•Allows us to segment into relevant messages

•Open rate: 30%

•Click-thru rate: 5%

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LIVE TRIGGER EMAIL:WELCOME SERIES 3

•Triggers 14 days after welcome 1

•Newsletter format featuring

•Online exclusives•New arrivals•Social

•Open rate: 23%

•Click-thru rate: 17%

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LIVE TRIGGER EMAIL:WELCOME SERIES 4

•Triggers 21 days after welcome 1

•Reminder to redeem offer

•Segmented to those who have not yet converted

•Open rate: 38%

•Click-thru rate: 16%

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TIE-IN WITH SOCIAL MEDIA

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LIVE TRIGGER EMAIL:SURVEY

•Triggers 2 weeks after customer places order

•Open rate: 36%

•Click-thru rate: 5%

•Asks series of customer service questions

•Learn more about customer

•1/3 bought TH product from Macy’s in past year

•55% bought from TH store in the past year

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LIVE TRIGGER EMAIL:BIRTHDAY

•Triggers 7 days before birthday

•Includes one-time use promo code

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WIN-BACK CAMPAIGNS

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EMAIL MARKETINGTHEN and NOW

• Then...newsletter subscribers received the same messages: not personalized

• Now…newsletter subscribers will receive different creative based on what they browsed, what they purchased on the site: targeted, segmented and personalized

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TRIGGERED EMAILS (April):VIEWED/BROWSED

• User views products and/or categories on tommy.com

• Triggers 24 hours after viewing occurs

• Creative features viewed product + other recommendations

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TRIGGERED EMAILS (April): POST PURCHASE

• User purchases on tommy.com

• Triggers 7 days after order ships

• Creative features recently purchased product + other recommendations

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TRIGGERED EMAILSQ3 & Q4 Launches

• Now on sale

• Back in stock

• Weather/events/geo-targeting

• Inventory management/seasonality (in place of promotional campaigns)

• Full price shoppers (margin focused)

• Reengagement/win-back (different offer for inactive customer)

• Cross-channel promotions (dual offers & messages for omnichannel customer)

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TRIGGERED EMAILSQ3 & Q4, Continued

• Dynamic abandoned shopping cart

• Tell us your birthday

• Reengagement/win-back (we miss you…)

• Alerts (personalized, curated products)

• Facebook “likes”

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CONTENT A/B TESTINGREFERRAL PAGES

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CONTENT A/B TESTINGYOU ARE $X AWAY FROM FREE SHIPPING

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CONTENT A/B TESTINGFREE SHIPPING: BADGES ON PRODUCTS > $150

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CUSTOMER ACQUISITION: SOCIAL E-GIFT CARDSHOW IT WORKS

Lisa’s birthday is coming up I am friends with Lisa on Facebook. I give Lisa a $10 Sephora gift card for her birthday

Lisa can use the gift card online or in-store

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CUSTOMER ACQUISITION: MASTERCARD CARD-LINKED OFFERSHOW IT WORKS

• Discount applied on statement level

• No more printing out coupons

• Target high-value customers • Those that shop similar brands• By channel: online and/or in-store• Geo-target: nearby stores

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Questions?

Jared Blankjblank@tommy.com