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Segmenting members in order to market smarter is no longer just limited to information customers give us at sign-up. Find out how The Honest Company leveraged member data to create their best performing email program.
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CONFIDENTIAL 1
THE HONEST COMPANYCase Study: Personalization Beyond the First Name
CONFIDENTIAL 2
The Honest Company
http://youtu.be/rJBaP1FA0cU
CONFIDENTIAL 3
Email Marketing Challenges
CONFIDENTIAL 4
Email Marketing Solutions
What customer information DO we have beyond the sign up form?
1. Purchase Behavior 2. Browsing Behavior
CONFIDENTIAL 5
New Members
No Purchase
Purchase
Subscription
Shop Purchase
Trial
CONFIDENTIAL 6
Lifecycle Marketing Campaigns
All emails in our Lifecycle (Winback) Marketing Campaign are triggered by member purchase behavior. This campaign is our best performing email program*.*Other email programs include: triggered, marketing blasts, welcome and activation series.
Metric Lifecycle Average Overall Average
Opens 39% 17%
Clicks 5% 3%
Conversions* 6x Overall Average
*Any click that ends up on the Order Confirmation page is considered a conversion
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Lifecycle Marketing Campaigns – Lapsed Shoppers
Day 75 since last purchase Day 89 since last purchase
34% Opens5% Clicks
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Lifecycle Marketing Campaigns – Canceled Members
7 Days After Trial Cancel 14 Days After Trial Cancel
31% Opens5% Clicks
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Lifecycle Marketing Campaigns – Cart Abandoned
Email #1Sent 1 day after abandon
Email #2Sent 3 days after abandon if no purchase since Email #1
36% Opens3% Clicks
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Test period = 6 WeeksResults: 63% in CTOR 22% in conversion rate
Lifecycle Marketing Campaigns – Shop to Sub TEST
Version A
Version B
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Crib Promotion – Optimized Targeting
Metric Crib Promo Marketing Average
Opens 38% 17%
Clicks 5% 3%
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Welcome Email– Dynamic Images
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Proactive Marketing
7 Days
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Proactive Marketing
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Proactive Marketing Next Steps
Likely to Cancel
Canceled
Continue to Subscription
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Takeaways
Higher reach does not equal higher conversions
Consumer information is not limited to the information provided at sign up
Track and utilize behavioral data
Personalization in emails isn’t just about the first name anymore
