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9/30/2011
1
Broadcast and Triggered Emails: A Match Made in
Heaven
Fred Swain – Tafford Uniforms
Twitter: @FredSwain
Loren McDonald - Silverpop
Twitter: @LorenMcDonald
Broadcast & Triggers Complement
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Broadcast Segmented Behavior / Triggered
Email Sophistication Progression
1 to Many 1 to Few 1 to 1
Relevant Emails Rock!
Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.
Low Volume, High ROI
59.8 %BatchCampaigns
40.2%Triggered
Campaigns95.9 %Batch Campaigns
4.1%TriggeredCampaigns
Sales GeneratedVolume of Emails sent
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Triggers
Triggers Aren’t Perfect
• Many moving parts
• Mostly dependent on actions of subscriber
Broadcast Sets Up Triggers
Opt-in Welcome Broadcast Nurture
PurchaseTriggersRepurchase
Triggers And So On…
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Value of Broadcast MessagesBranding
Top of Mind
Behavioral Data
Collection
Discovery/
Impulse Purchases
Inventory Manage-
ment
Reach
So…
5 Ways to Get More Out of Your Broadcast Messages
5 Things - #1
Start Subscribers
Right
Get Creative
Get The Frequency
Right
Deal With Inactives
Test, Test and Test
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Welcome Emails Start the Relationship Right
Automated Welcome Letter
• Goes out automatically at sign up
• No matter the source of the subscription
Welcome Series 1
• Subscribers who opted in outside of the purchase process.
• Get the same coupon as part of an onsite promotion - Email becomes friendly reminder.
• Scheduled for the morning after they sign up.
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Welcome Series 2
• Goes out to subscribers who opted in outside of the purchase process
• Scheduled for three days after they sign up.
• Tries to build a sense of community
Welcome Series 3
• Explains the features and benefits of shopping with Tafford
• Offers Free Shipping on any size purchase
Welcome Series 4
• Asks for more information
• Offers ability to subscribe to:
•Loyalty Club
•Deals
• Or…Request a catalog
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Tafford Welcome Series Results
• Outperforms broadcast• 38 to 1
Welcome #1
• Outperforms broadcast• 2.5 to 1
Welcome #2
• Marginal performers• But also not salesy
Welcome #3-4
5 Things - #2
Start Subscribers
Right
Get Creative
Get The Frequency
Right
Deal With Inactives
Test, Test, Test
Engage Subscribers With
Personality and Great Content
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500 subscribers emailed us
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“Ed” – Fictional persona from Tafford
We created a fictional persona and tested “Ed” creative against tried and true campaigns.
Genie:
Tafford customerslike “campy”
Hybrid – Broadcast + Dynamic Content
• General Offer - Site wide sale or free shipping
• Dynamic content – Single Offer
– Tailored creative• Top
• Jacket
• Tee-shirt
– Same “email” but uses
if/then statements
based on given criteria to
show the correct image.
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Offers Applicable to ALL Subscribers
• Product– Introduction
– Clearance
• Sale/Promotion– Free Shipping
– Discounts
5 Things To Do - #4
Start Subscribers
Right
Get Creative
Get The Frequency
Right
Deal With Inactives
Test, Test, Test
“If 3 times per week works,
won’t 6 times be even better?”
- Your boss
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Increased Frequency:Get the Balance Right
Increased List Churn
Increased Revenue
Volume Up, But So is Revenue/Email (King Arthur Flour)
Frequency Tests: 2009-2010
2009
• Started with 3X/week
• Tested 3 vs 2 & 1/week
• Based on revenue / customer 3X won, hands down– 2 to 1 and 1.5 : to 1
Late 2009-2010
• Tested:
– 3X/week control
– 5X/week
Which Test Won?
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Frequency Tests: 2010 - 2011
• Freq Test 1– Ran Dec `10-April `11
– Compared 2 static groups – 3 vs. 7 emails per week
– Compared overall customer spend across all channels
• Freq Test 2– Run May-July `11
– Compared two 3x groups a 5X group to the 7x control
– 3X & 5X about equal
– Led to next phase…
3X per week
won each month
Takeaway!
Last 7 months - 3 sends/week has beaten all comers - total revenue
across all channels
Frequency Tests: In Progress
Freq Test #3
• Began 8/1– Testing 3 vs 5 vs 7
– Using customer scores and history to determine frequency of send
Results? TBD
5 Things To Do - #4
Start Subscribers
Right
Get Creative
Get The Frequency
Right
Deal With Inactives
Test, Test, Test
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Inactives Are a HUGE ProblemInactives Are a HUGE Problem
Pounding into InactivityPounding into Inactivity
Missing the MarkMissing the Mark
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Typical Actives vs. Inactives Ratio
Tafford’s Inactives Challenge
450,000 Subscribers
40%-50% Inactive (no opens + clicks for 12 months)
200K-250K non-responders
OUCH! Inactives Hurt A LotOUCH! Inactives Hurt A Lot
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Don’t Wait, Be Proactive
• Preference centers• Surveys, ask for feedback• Capture behavioral data
Data
• Identify inactive subscribers• Determine root causes, patterns• Test frequency, content, personalization
Monitor/ Analyze
• Use the data – segment, personalize• Deploy triggers, act on behavior• Offer alternatives
Increased Relevance
Activate Early Inactives
• New subscribers don’t open/click first X messages (e.g., 6)
• Move these early inactives into “activation” track
• Send survey, different offers; best of, diff subject lines, testimonials, etc.
Tafford Reactivation Examples
Thank You/Loyal(Loyalty club members) Thank you
(0-3 month purchase) We miss you
(3+ month purchase) Try Tafford
(No purchase history)
• Current: Quarterly• Past: Up to monthly• Future: Automated messages
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Collecting customer data 2+ years
Brand prefs when not shopping w/ Tafford
Drove which brands to carry
Mining data for customer brand prefs– driving future emails
Using Surveys
5 Things To Do - #5
Start Subscribers
Right
Get Creative
Get The Frequency
Right
Deal With Inactives
Test, Test, Test
Layout / Design
Subject Lines
Copy Style
OffersFrequency
Timing
Landing Pages
Things to Test
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Landing Page Testing
Good subject lines, creative and copy only get you so far…
Landing Page Testing
Remember to test where your customer lands…
Nearly 1/3 Increase in Order/Sales
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Image Optimization
Product Lifestyle
Which image won (CTRs)?
63% higher CTR
Use Broadcast to set up triggers
Onboard Subscribers
Get personal
Get human
Get creative
Minimize inactives
Test beyond the subject
line
Key Takeaways
• Fred Swain
– Twitter: @FredSwain
– Twitter: @Tafford
• Loren McDonald– [email protected]
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
– Google+: Loren McDonald
Q&A / Contact Information
