View
194
Download
0
Category
Preview:
DESCRIPTION
In the past year, Charles & Colvard has made great strides in the implementation of its email marketing program. The Bronto team and its products have been integral components to that success. From the initial days of examining the existing database to transitioning to a sales-focused program and adding a welcome series, Charles & Colvard has encountered successes and challenges along the way.
Citation preview
Moissanite.com Earring Giveaway DARLING -1.00CTW ROUND BRILLIANT MOISSANITE SOLITAIRE FOUR PRONG BASKET STUD EARRINGS, 14K WHITE GOLD $229.00 https://bron.to/izMS
Our Migration Story: Trials, Tips & Triumphs “I never made a mistake in my life. I thought I did once, but I was wrong.”
Charles M. Schulz
Our Story “I think I've discovered the secret of life - you just hang around until you get used to it.” Charles M. Schulz
Who are we
Moissanite.com, a subsidiary of Charles & Colvard, is the exclusive worldwide marketer and distributor of created moissanite jewels, with proprietary patents for the manufacturing process as well as the use of the jewels themselves.
Moissanite.com offers extensive collections of:
§ Forever Brilliant® Moissanite
gemstones
§ Charles & Colvard Created
Moissanite® gemstone
§ Moissanite fine jewelry Moissanite.com is part of the Charles & Colvard, Ltd. family of companies.
What we do
THE WORLD’S MOST BRILLIANT GEM™ § Outshines any other gem § 2.4X dispersion of diamond § More brilliant than diamond
Carat for carat, no gem adds more beauty.
What is Moissanite
Description Baseline Metric
Dispersion Luster Hardness (Mohs Scale)
Charles & Colvard Created Moissanite®
2.65-2.69 0.104 20.4% 9.25
Diamond 2.42 0.044 17.2 10 Ruby 1.77 0.18 7.7% 9 Sapphire 1.77 0.18 7.7% 9 Emerald 1.58 0.014 5.1% 7.5
What We Had In Place
Site Redesign 2012
Our Objectives
Store Experience § Create a timeless online showroom – Strikingly beautiful photography,
contrast rich and ageless experience. § Stunning Elegance - Old-world artisan skill meets modern technology to
create bold, beautiful jewelry with a look & feel that stands out versus traditional jewelry.
§ Infuse subtle color and shadows into product images to create depth, utilize
bold colors to highlight calls to action, and large all-caps typography to emphasis the boldness of Moissanite.
Our Road Map
Where Are We Going?
The Bronto Way “There's a difference between a philosophy and a bumper sticker.” Charles M. Schulz
What We Had In Place
History of Communication • Major seasonal events/holidays • Special offers
Holiday 2011
The Bronto Plan
Capitalize on all major holidays • Valentine’s Day • Mother’s Day • Winter Holidays
The Bronto Plan
Communicate with consumers between major holidays
The Bronto Plan
Implement Welcome Series • Six initial emails for consumers new to the database • Additional discounts • Shopping reminder • Preference management
Our Progress
Results Q4-2012 Q1-Jan
Store 20% ECR 345% Trans 441% Rev 20% AOV
20% ECR 345% Trans 441% Rev 20% AOV
SEO 56.40% YOY 20.35% Q3/Q4
274% REV YOY 35% Traffic 50% Rank Increase
PPC 170% CTR 217% CTR
CTR 0.28% > 2.18% (678%) CR 0.70% > 0.87% (24%) ROAS 1.42 > 1.63 (15%)
SMO 138% Fans 15% Followers 186,431 Reach
446% Fans 2,221 Reach 4,925% Contests
EMM 500% Sends 3,700% REV
256% REV (Val) 22.40% AOR 3.73% CTR
Our Roadmap “My life has no purpose, no direction, no aim, no meaning, and yet I'm happy. I can't figure it out. What am I doing right?” Charles M. Schulz
Where Are We Going Next?
What Now
Messaging Strategy • Deeper Segmentation
o Sociodemographic o Gender o Cadence
• Grow email list o Contests o Social Engagement o Digital Media Campaigns
• Smarter Measures o Guest Preferences o Social Drivers o Engagement Triggers
What Are Our Plans
Complete Lifecycle Guest Experience
§ Core Messaging Services o Welcome Series - Q1 o Cart Management - Q2* o Order Management - Q2* o Coupon Integration - Q3 o Product Suggestions - Q3 o Post Purchase - Q3 o Lifecycle Optimization - Q4
§ Additional Experience o Managed Preference Forms o Survey / Review Forms o Deeper Social Profile Integration
§ Facebook Sign-up § Facebook weekly contest § YouTube & Lover.ly,
*In-Progress
The Bronto Plan
Assist consumers with cart management (reminders, additional discounts, etc.) • Thanks for visiting Moissanite.com • We noticed that you left items in your shopping cart on your last visit. • We wanted to send you a quick reminder that the item(s) in your cart will soon be removed.
The Bronto Plan
Develop a series of order transactional emails Scheduled for 2013-Q2 • Order Confirmation • Shipping Confirmation • Delivery Confirmation • Shopping Survey & Review
Our thoughts “If I were given the opportunity to present a gift to the next generation, it would be the ability for each individual to learn to laugh at himself.” Charles M. Schulz
Pitfalls We Experienced
New Technology – High Expectations § Fast Rapids and Hidden Eddies § Hacking with a Butter Knife § Grandmother Test
Hope for the Best – Plan for the Worst
§ Creative Services § Merchandising § Operations
Too Smart for Your Own Good
§ Research, Research, Research § The Devil's in the Details § No When to Say When
Thanks “I love mankind; it's people I can't stand.” Charles M. Schulz
Our Marketing Team § Moissanite.com § Bronto § Clean Design § Gorilla Group § Holly Brown Creative Services § WPromote
Q&A
Who § are your partners? § internally can assist you? § is an untapped resource?
What § is your 1%? § are your short term goals? (this quarter) § are your long term goals? (this year)
Where § are the resources? § do you plan to focus?
How § to accomplish your goals? § is your plan going to impact the bottom line?
Recommended