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Personalize your emails in a whole new way for higher conversions and revenue.
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#monetatesummit
Open-Time Personalization
Gary Penn, Director of Global eCommerce, True Religion
Personalize your emails in a whole new way for higher conversions and revenue
Defining premium denim through an emphasis on fit, quality and
fearless style.
Two$challenges$facing$the$business:
1) Low$resources$around$email$but$a$strong$program
2) Poor$demographic$data$in$the$email$database
!
Good$partnership$and$nothing$to$lose!
Beta%Believe%It
Challenge%#1%
!
Mobile$or$Desktop…$ or$Both?!
• Find$CmeDsaving$and$surefire$ways$to$test$email$performance$at$a$hardware$plaHorm$level !
• Determine$if$mobileDopCmized$or$desktopDfriendly$email$messages$perform$beJer$on$desktop$computers$
The%Goals
Proposed%Solu:on
• Use$Monetate$Engage$to$instantly$determine$if$email$is$being$opened$on$mobile$devices$or$desktops$ !
• Send$mobileDopCmized$email$to$desktop$users$
The%End%Result• More$than$10%$increase$in$clickDthroughs$on$
desktops$compared$to$tradiConal$email$format !
• Remember:$you$can$change$the$content$but$not$a$subject$line,$so$keep$it$broad
Strategic%Impact• As$a$result$of$using$Monetate$Engage,$True$Religion$will$
focus$on$producing$highDquality,$engaging$mobileDopCmized$emails$rather$than$two$sets$of$email$(one$per$view). !
• The$results$save$us$from$constantly$second$guessing$if$we’re$doing$the$right$thing.$
Challenge%#2%
!
Incomplete$Data
• Target$regional$subscribers$despite$having$limited$internal$demographic$informaCon$ !
• Increase$inDstore$traffic$and$promote$regional$promoCons$to$subscribers$near$retail$locaCons$
The%Goal
• Use$Monetate$Engage$to$dynamically$imply$regional$locaCon$and$store$proximity
!
• Create$relevant$messaging$for$addiConal$consumers$who$may$be$inDregion$during$the$promoCon
Proposed%Solu:on
The%End%Result• 65,000$geoDtargeted$email$messages$opened,$2.5%$
clickDthrough$rate$and$1%$inDstore$conversion$rate$for$engaged$customers$
• Tangible$incremental$revenue$
• Contact$with$customers$in$a$way$not$before$feasible
Strategic%Impact• A$1%$conversion$on$a$small$data$set$is$impressive.$That$
means$you$got$people$off$of$their$couches,$keys$in$hand,$they$drove$to$the$store,$and$they$bought$something. !
• It$made$a$huge$impact$in$just$one$campaign,$and$it’s$all$incremental$revenue.$That’s$what$makes$it$so$successful.
What’s%Next?• ConCnue$to$leverage$lessons$learned$and$expand$into$
addiConal$targets$(plaHorm,$weather,$category/product$views) !
• Enter$into$combined$scenarios:$ • Mobile$in$Philadelphia$=$Discount$on$cheesesteaks • Sunny$in$SoCal$=$BOGO$Bikinis • iOS$7$that$viewed$tech$=$New$iPhone$case$promoCon
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