Reeling Them In:How JOHNNY WAS Increased Revenue with Triggered Email Campaigns

Ecommerce Marketing Manager

Frederique Meijer

About JOHNNY WAS

• Luxury bohemian women’s clothing and accessories

• Established in 1987• Flagship retail started in 2010,

14 stores today• Started JOHNNYWAS.COM in 2012• Digital marketing team = 1 (me!)

Where We Were…

• Send to entire list, every time• No segmentation• No triggers• Focus on list growth only• MORE EMAIL = MORE MONEY

Starting With Segmentation

Segmentation

• Offer content choice at unsubscribe

• Segment based on engagement after 90 days

• Rude awakening: 1/3 of list was un-engaged

• Re-Engagement workflow

Special Lists

Younger Than 90

90+ Engaged

90+ Un-Engaged

Re-Engagement Workflow

Layer in Triggered Campaigns

90+ Un-Engaged

Re-Engagement

Determines future marketing cadence

Re-Engagement

• Goal: re-engage inactive subscribers• KPIs:

– Open (determines contact’s list membership)– Open Rate (expect to be low)– Click Rate (per content block)

• Long-form creative, content / image focused• New initiatives, fresh imagery, social links

• Direct mail catalog sign-up, new store openings, incentive

Subject: “We Miss You!”Pre-Header: “It’s Been A While… Check Out What We’ve Been Up To!”

Re-Engagement - Results

• Open Rate (Re-Engaged): 5%

• Click Rate: 32%

• Conv Rate: 0.9%

Transactional

• Contracted design/build with Bronto– Order and Shipping Confirmation– Share Wishlist– Forgot Password

• Added minimal shopping CTAs• Tagged links for GA• Monitor volume & metrics

• Showcase bestselling product / dynamic product recommendations

Transactional - Results

• Order Confirmation– Open: 70%– Click: 24%– Conv: 3.3%– Rev/Email: $2

• Shipping Confirmation– Open: 45%– Click: 27%– Conv: 2.8%– Rev/Email: $1.5

• Share Wishlist– Open: 70%– Click: 50%– Conv: 13.6%– Rev/Email: $37

• Forgot Password– Open: 80%– Click: 87%– Conv: 14%– Rev/Email: $42

Welcome

Welcome

• Goal: engage & convert new subscribers• KPIs:

– Open Rate– Click Rate (per content block)– Conversion Rate– Lifetime Engagement

• Bronto Pop-Up Manager + workflow• Two part series, refresh bi-monthly

• Segment content based on sign-up route / purchase history

• Put users on lists based on content engagement• Coupon Manager - % off for first purchase

Welcome Series - Results

• Open Rate: 70%

• Click Rate: 32%

• Conv Rate (Msg 1): 2.3%

• Rev/Email (Msg 1): $1.20

Abandoned Cart

• Triggered from Magento using Bronto extension (Cart Reminder Email)

• Single email, shows abandoned items• Proof of concept to invest in Bronto’s

Cart Recovery App

Abandoned Cart - Results

• Open Rate: 56%

• Click Rate: 40%

• Conv Rate: 18.2%

• Rev/Email: $15.80

Where We Are…

What’s Next…

• Segmentation: engagement + interests / purchase history for daily marketing sends

• Responsive templates• Post-purchase (reviews, how-tos)• Dynamic product recommendations• Search and/or browse abandonment

frederique@johnnywas.comLinkedin.com/in/frederiquemeijer

THANK YOU