Actionable Analytics to Improve Email Strategy
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Transcript of Actionable Analytics to Improve Email Strategy
Actionable Analytics to ImproveEmail Strategy
An Email Marketing Case Study
Erick L. Barney, VP of Marketing
Company Profile• Founded in 1997
• Motorcycle gear, apparel and accessories
• E-commerce pure play
• Privately held company
• New e-commerce platform 8/17/07
• #223 on Internet Retailer’s Top 500
Strategy for Continued Growth
1. Cost Effective Acquisition• SEO (Organic and Paid)• Affiliate Network• Shopping Engines, etc.• Traditional Marketing
2. Customer Relationship Management• Direct Mail, Box Inserts• Exclusive Promotions• Loyalty Program – Rider Rewards• E-mail – Our leading touch point!
Decision to Outsource
In-House Limitations
• List management tools
• No delivery reports
• No open reports
• No click activity reports
• No conversion reports
ExactTarget / WebTrendsIntegrated Solution
• List clean-up and management
• Established ISP relationships
• Detailed performance analytics
• One-to-one Merchandising
• Testing capabilities
• WebTrends SmartView
Click Activity Overlay
• Great for presentations
• Select from various metrics
o Click through rate
o Percentage of total clicks
o Percentage of unique clicks
KPI Metrics
1. Delivery Rate
2. Open Rate
3. Click Activity
4. Unsubscribes
5. Conversion Rate
6. Revenue
Decisions, Decisions
• Send Frequency
• Optimal Send Day
• Merchandising / Layout
• C.A.N.I.(Constant and never-ending improvement)
Optimization Strategy
• Deliverability
• Open Rates
• Click Rates
• ConversionWebTrends conversion funnel
List SegmentationMethods…
• Purchase Activity
• Survey on Checkout
• Email Click Activity
• 26.6% Open Rate(18.5% non-targeted)
• 8.7% Click Rate(4.4% non-targeted)
Targeted Sends
Send Rules:
1. General=Master-(S+D+C)2. Dirt=D-(DC+SD+CDS)3. Sport=S-(SD+SC+CDS)4. Cruiser=C-(SC+DC+CDS)5. Cruiser/Sport=SC6. Sport/Dirt=SD7. Dirt/Cruiser=DC8. Cruiser/Dirt/Sport=CDS
Other Segmenting
• Click Activity Status • Current (within 6 months)
• 6 months – 1 year• 1 year +• Never
• Time Zone• Payment Type
• BillMeLater• PayPal• eBillMe• Google Checkout
• State / Region• APO• Source
• Customer• Site Opt-In• Contest• Events
One-to-one Merchandising
• Cart Abandons• Products Viewed• Related Items
Super Deal of the Day
•One initial email offering opt-in
•Opt-in ability on SDOD page
•Opt-out clearly visible, not unsubscribe
Social Networking
Real Results!
3 Actionable Take-Aways
1. Segment list by subscriber activity, refine send strategy accordingly.
2. Change it up, keep it fresh and relevant. Use multiple layouts and styles.
3. Test rather than assume. What works in one industry may not apply to your own.
Thank You!
For more information on eTail Baltimore 2010, please visit:
www.etaileast.com