email at lululemon…
the challengeHow do we take a traditionally one to many channel
and create a one to one experience?
know your guest
where are they?location
work/home
mobile/desktop
time zone
how & when do they engage?open rates
click ratesfrequency of visit in store/online
what are they interested in?preferences
click maps
purchase history
feedback
reviews
be relevant
what is the message?transactional, welcome, promotional, engagement, announcement
why is it relevant to the guest?
how do you deliver it?device, time of day, triggered message, cadence, dynamic content
be relevant
value guests time
do you have something worth saying?
where are you telling it?
is it convenient?
use innovation, challenge the status quo and evolve how things are done
who’s doing it well?
what technology is available?
does it make sense to my business?
how can you flip it on it’s head?
INNOVATE TO STAY RELEVANT
OPEN RATES SINCE 2007
EMAIL MARKETING AS USUAL ISN’T WORKING
CLICK-THROUGH RATES SINCE 2007
%34 %28
Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012
CONSUMERS AREN’T WHERE THEY USED TO BE
%38 %62
Movable Ink, US Consumer Device Preference Report: Q2 2013
…AND ISPs ARE CHANGING THE GAME
YOUR CHALLENGE
BE TIMELY.BE RELEVANT.BE CREATIVE.
AGILE MARKETING IS ACTUALITY-BASED MARKETING
AGILE MARKETERS ARE…
FasterLess planning time
Experiment freely
Deploy 5 – 10 times
more campaigns per year
SmarterAdaptive content
Live content
Rules based
Optimized in real-time
MeasurableAligned on broader goals
Go beyond clicks and
opens
Test, refine, repeat
HOW AGILE EMAIL MARKETING CAN HELP
MARKETING LIFECYCLE
PRE-PURCHASE POST-PURCHASE
PROMOTE APP DOWNLOADS IN WELCOME EMAILS
%231 LIFT IN CLICKSto download AEO’smobile app
MULTISCREEN OPTIMIZATION
%13 LIFT IN CONVERSIONSAcross desktop, mobile, and in-store channels
INCREASE URGENCY AROUND SPECIAL OFFERS
X3 TRAFFIC TO WEBSITEcompared to similarpast campaigns
SHOWCASE LIVE WEBSITE CONTENT
%99 LIFT IN REVENUECyber Monday 2012vs. 2011
GEO-TARGET ON THE FLY
%80 LIFT IN CLICK-THROUGH RATEcompared to prior year’s campaign
TEST AND OPTIMIZE IN REAL TIME
Option A Option B
WHICH TEST WON?
Option A
POST-ORDER UPSELL
%4.2 CONVERSION RATE
GET CUSTOMERS TO SHARE THEIR EXPERIENCE
%8 INCREASE IN AOVon social version
MARKETING LIFECYCLE
PRE-PURCHASE
• Promote app downloads• Pull in live content from your website• Drive urgency around limited-time sales• Drive purchasing across multiple
channels
POST-PURCHASE
• Real-time shipping status updates• Upsell with live offers• Encourage user-generated content• Enhance customer service
THE POSSIBILITIES ARE ENDLESS!