#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