Speakers

Andrew Pearson, VP of Marketing

Polly Flinch Content Marketing Manager

•  By the numbers

•  Spring email strategy

•  Segments

•  Messaging

•  Email cadence

•  Questions

Agenda

By the Numbers

Last Year….

0  5  

10  15  20  

2014  Revenue  in  Billions  

Revenue  in  Billions  

Last Spring…

$162.9    

$113.80    

$97.79  

Average  Order  Value  

Mother's  Day  

Father's  Day  

GraduaBon  

Spring is the 2nd largest quarter in retail

•  Lots of untapped opportunity

•  Bottom line: Time to broaden your reach!

What does this tell us?

Spring Email Strategy

Spring Email Strategy

Segments

Who is your target audience

Spring Email Strategy

Segments

Who is your target audience

Messaging

Are you using a theme? Types of promotions?

Spring Email Strategy

Segments

Who is your target audience

Messaging

Are you using a theme? Types of promotions?

Product Knowledge

Cross-sell opportunities Margins Product categories

Spring Email Strategy

Segments

Who is your target audience

Messaging

Are you using a theme? Types of promotions?

Product Knowledge

Cross-sell opportunities Margins Product categories

Timing

How often do you want to engage? Timing based on segments

Spring Email Strategy

Segments

Who is your target audience

Messaging

Are you using a theme? Types of promotions?

Product Knowledge

Cross-sell opportunities Margins Product categories

Timing

How often do you want to engage? Timing based on segments

Data

What did you do last year? Failures? Wins? Purchase history

Key Segments

Key Segments

Last Year’s Buyers By Date

Identify Last Year’s Buyers

Mother’s Day Father’s Day

Order Date ≥ 04.11.2014

Order Date ≤ 05.09.2014 *

Order Date ≥ 05.15.2014

Order Date ≤ 06.13.2014 *

Key Segments

Last Year’s Buyers By Date

Last minute buyers from last year

Identify Your Last Minute Buyers

Mother’s Day Father’s Day

Order Date ≥ 05.04.2014

Order Date ≤ 05.09.2014 *

Order Date ≥ 05.15.2014

Order Date ≤ 06.13.2014 *

Key Segments

Last Year’s Buyers By Date

Last minute buyers from last year

Interested subscribers

Identify Your Interested Subscribers

Send holiday specific email to your subscribers who have never made a purchase

Identify subscribers who opened & clicked through but did not make a purchase

Enroll this segment of “interested subscribers” in a holiday specific campaign

Key Segments

Last Year’s Buyers By Date

Last minute buyers from last year

Interested subscribers

Product History Purchase by date range *

•  This segment can be harder to identify, but can have enormous value. –  Identify products or categories that indicate a

Mother’s Day, Father’s Day purchase –  Segment:

Product/Category & Date Range Segment

Mother’s Day

Purchased X product OR Category

Made purchase between 04.11.14 & 05.09.14

*

Father’s Day

Purchased X product OR Category

Made purchase between 05.15.14 & 06.13.14 *

Product & Date Range Segment

Product & Date Range Segment

What if I don’t have obvious products for Mother’s Day, Father’s Day or

Graduation?

Bookstore

Bookstore

Bookstore

How to leverage: Segment 1: Anyone who has purchased these •  Product recommendation of related item

Segment 2: Anyone who has not purchased these •  Recommend these products!

Specialty Store

Specialty Store

Specialty Store

How to leverage: Segment 1: Anyone who has purchased these •  Product recommendation of related item

Segment 2: Anyone who has not purchased these •  Recommend these products!

Messaging

Interested Subscribers

Last Year’s Buyers

Update Header

Update Bonus Gift

Procrastinators

Update Header

Updated Offer

Footer Added

Product Recommendation

Updated Text With Product Recommendation

Timing

Mother’s Day Timing

EASTER

Campaign: Segmented promotional email Segment 1: Last Year’s Buyers •  Mother’s Day Promotion, pull in dynamic

product recommendations (if applicable) Segment 2: Non-Purchasers & All Others •  General Mother’s Day Promotion

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

EASTER

Campaign: Gift Guide Segment 1: Customers with Product or Category Data •  Create gift guides for each of your core

products and/or categories; or dynamic rec’s Segment 2: Interested Subscribers & All Others •  Gift guide featuring your top products Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

EASTER

Campaign: Top Mother’s Day Products Segment: Everyone •  Highlight top mother’s day products,

reminders about shipping options, specials, and deadlines

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

EASTER

Campaign: Last Year’s Buyers Segment: Last Year’s Buyers •  Special offer for returning customers

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

EASTER

Campaign: 11 Days Left Segment: All •  11 days until Mother’s Day

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

MOTHER’S DAY

Campaign: Procrastinators Segment: Procrastinators •  5 days until Mother’s Day

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

MOTHER’S DAY

Campaign: Last Minute Gift Ideas Segment: Anyone who has not made a purchase •  Highlight products that can still be shipped

Suppression list: Anyone who has purchased since 4/8/15

Mother’s Day Timing

MOTHER’S DAY

Campaign: There’s Still Time! Segment: Customers who can still receive shipments by Friday (segment based on shipping information) •  There’s still time to get a gift.

Suppression list: Anyone who has purchased since 4/8/15

Father’s Day Timing

Father’s Day What’s good: •  Showcases products •  Visually appealing

Suggestions: •  Create a product map visual

for each specific category you are targeting

•  Name the past product that was purchased. i.e. if he loved X, then he’ll love Y this year.

Father’s Day Timing

MOTHER’S DAY Campaign: Segmented promotional email

Segment 1: Last Year’s Buyers •  Father’s Day Promotion, pull in dynamic

product recommendations (if applicable) Segment 2: Non-Purchasers & All Others •  General Father’s Day Promotion

Suppression list: Anyone who has purchased since 5/19/15

Father’s Day Timing

MOTHER’S DAY

Campaign: Gift Guide Segment 1: Customers with Product or Category Data •  Create gift guides for each of your core

products and/or categories; or dynamic rec’s Segment 2: Interested Subscribers & All Others •  Gift guide featuring your top products

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: Top Father’s Day Products Segment: Everyone •  Highlight top Father’s Day products,

reminders about shipping options, specials, and deadlines

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: Last Year’s Buyers Segment: Last Year’s Buyers •  Special offer for returning customers

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: 10 Days Left Segment: All •  10 days until Father’s Day

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: Procrastinators Segment: Procrastinators •  5 days left until Father’s Day

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: Last Minute Gift Ideas Segment: Anyone who has not made a purchase •  Highlight products that can still be shipped

Suppression list: Anyone who has purchased since 5/19/15

Timing

FATHER’S DAY

Campaign: There’s Still Time! Segment: Customers who can still receive shipments by Friday (segment based on shipping information) •  There’s still time to get a gift.

Suppression list: Anyone who has purchased since 5/19/15

Graduation Timing

•  Problem: Graduation spans a long period of time

•  Solution:

Graduation

-  Use the interested subscriber method to allow subscribers and customers to “self select” •  Keep  the  number  of  graduaBon  emails  to  one  a  week  from  mid–April  to  

beginning  of  June  

-  Weave graduation emails into Mother’s Day and Father’s Day messaging

GRADUATION

What’s good: •  Showcases specific items •  Covers two holidays in one

email •  Free shipping & returns

Suggestions for improvement: •  If the goal is to track

interest, there should be two buttons – Shop For Dad & Shop For Your Grad

•  Call out promotions and/or recommended products

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