Broadcast and Triggered Emails: A Match Made in

Heaven

Fred Swain – Tafford UniformsTwitter: @FredSwain

Loren McDonald - SilverpopTwitter: @LorenMcDonald

Broadcast & Triggers Complement

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 %Batch Campaigns

40.2%Triggered

Campaigns95.9 %Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

Triggers

Triggers Aren’t Perfect

• Many moving parts

• Mostly dependent on actions of subscriber

Broadcast Sets Up Triggers

Value of Broadcast Messages

So…

5 Ways to Get More Out of Your Broadcast Messages

5 Things - #1

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.

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

Tafford Welcome Series Results

5 Things - #2

Engage Subscribers WithPersonality and Great Content

500 subscribers emailed us

“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.

Offers Applicable to ALL Subscribers

• Product– Introduction– Clearance

• Sale/Promotion– Free Shipping– Discounts

5 Things To Do - #4

“If 3 times per week works,won’t 6 times be even better?”

- Your boss

Increased Frequency:Get the Balance Right

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?

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

Inactives Are a HUGE Problem

Pounding into Inactivity

Missing the Mark

Typical Actives vs. Inactives Ratio

Tafford’s Inactives Challenge

OUCH! Inactives Hurt A Lot

Don’t Wait, Be Proactive

Activate Early Inactives

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)

Using Surveys

5 Things To Do - #5

Things to Test

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

Image Optimization

Product Lifestyle

Which image won (CTRs)?

63% higher CTR

Key Takeaways

• Fred Swain– fswain@tafford.com– Twitter: @FredSwain– Twitter: @Tafford

• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald– Twitter: @Silverpop– Google+: Loren McDonald

Q&A / Contact Information