Rinse + Repeat: How One Executive Successfully Revamped 3 Email Programs at 3 Brands
Transcript of Rinse + Repeat: How One Executive Successfully Revamped 3 Email Programs at 3 Brands
RINSE + REPEAT: HOW ONE EXECUTIVE SUCCESSFULLY REVAMPED 3 EMAIL PROGRAMS AT 3 BRANDS
PRESENTATION BY
Tommy Lamb, Director, Loyalty and Retention, TelefloraClaire Yale, Client Success Manager, Bluecore
8 of10marketers are changing
the way they buy technology to some degree
Organizational Roadblocks
CHALLENGE
Three triggers -48 hours
181 Relaxed Straight is still waiting for you…
Abandoned Cart Product Abandonment Category/Search Abandonment
Batik Flowers Top and more… Looking for products like Baseball Henley?
Benchmark Averages
40% More Incremental Conversions Than Abandon Cart
Lucky Brand - Triggered Email Metrics
43%Open Rate
10%Click-through Rate
40%More Incremental Conversions on
Category/Search Abaondment
Countering Existing Beliefs
CHALLENGE
66%of marketers are planning on
making data-centric marketing investments in 2016
Three triggers -9 days
You forgot something…
Abandoned Cart Product Abandonment Category/Search Abandonment
Accessories we think you’ll love. Like what you see?
BCBG eMAIL REVENUE
Triggers represent 25% of all email revenue generated with only 8% more volume
BCBGMAXAZRIA - Triggered Email Metrics
36%Open Rate
10%Click-through Rate
25%Of All Email
Revenue Generated
takeaways• Use customer behavioral data to speak directly
to your customers
• Important to select solutions that do not require a myriad of resources to stand up and support
• Make sure new tech works seamlessly with your existing stack
• Find advocates within your company
Product notifications
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83%of marketers are investing
in automation technology to free their time to focus on revenue-
producing activities
post purchase
Touch 1 Touch 2
Blooms To Make You SwoonFree Delivery on Your Next Bouquet- Multi-touch approach- Dynamic offers- Ask for a review- Different template
Teleflora - Triggered Email Metrics
200%Increase in CVR
43%Decrease In Opt-Outs
$0.91RPE
takeaways• Challenge existing beliefs - the data does not lie!
• Catalogy Dynamics should be used in conjunction with Customer Behavioral data to increase relevancy
• Broadcast sends don’t need to be batch-and-blast.
• Get creative with classic triggers
QUESTIONS?