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LCMC: Email movers and shakers - Part 1
email at lululemon…
the challenge
How do we take a traditionally one to many channel
and create a one to one experience?
know your guest

where are they?
location

what are they
interested in?

how & when do
they engage?

work/home

preferences

open rates

mobile/desktop

click maps

time zone

purchase history

click rates
frequency of visit in
store/online

feedback
reviews
be relevant
what is the message?
transactional, welcome, promotional, en
gagement, announcement

why is it relevant to the
guest?
how do you deliver it?
device, time of day, triggered
message, cadence, dynamic content
be relevant
value guests time
do you have something
worth saying?
where are you telling it?
is it convenient?
use innovation, challenge the status quo and
evolve how things are done
who’s doing it well?
what technology is available?
does it make sense to my business?
how can you flip it on it’s head?
INNOVATE TO STAY
RELEVANT
EMAIL MARKETING AS USUAL ISN’T WORKING

OPEN RATES SINCE 2007

34 %

CLICK-THROUGH RATES SINCE 2007

28 %

Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012
CONSUMERS AREN’T WHERE THEY
USED TO BE

38 %
Movable Ink, US Consumer Device Preference Report: Q2 2013

62 %
…AND ISPs ARE CHANGING THE GAME
YOUR CHALLENGE

BE TIMELY.
BE RELEVANT.
BE CREATIVE.
AGILE MARKETING IS ACTUALITY-BASED
MARKETING
AGILE MARKETERS ARE…

Faster
Less planning time
Experiment freely
Deploy 5 – 10 times
more campaigns per year

Smarter

Measurable

Adaptive content
Live content
Rules based
Optimized in real-time

Aligned on broader goals
Go beyond clicks and
opens
Test, refine, repeat
HOW AGILE EMAIL
MARKETING CAN HELP
MARKETING LIFECYCLE

News

S
hipping

Welcome

Abandon
Offers

Browse

Pre-Purchase
PRE-PURCHASE

Cross S
ell

Confirmation

Rate/Review

Post-Purchase
POST-PURCHASE
PROMOTE APP DOWNLOADS IN WELCOME
EMAILS

231%

LIFT IN CLICKS
to download AEO’s
mobile app
MULTISCREEN OPTIMIZATION

13%

LIFT IN CONVERSIONS
Across desktop, mobile, and instore channels
INCREASE URGENCY AROUND SPECIAL OFFERS

3X

TRAFFIC TO WEBSITE
compared to similar
past campaigns
SHOWCASE LIVE WEBSITE CONTENT

99%

LIFT IN REVENUE
Cyber Monday 2012
vs. 2011
GEO-TARGET ON THE FLY

80 %

LIFT IN CLICK-THROUGH RATE
compared to prior year’s campaign
TEST AND OPTIMIZE IN REAL TIME

Option A

Option B

WHICH TEST WON?
Option A
POST-ORDER UPSELL

4.2%

CONVERSION RATE
GET CUSTOMERS TO SHARE THEIR EXPERIENCE

8%

INCREASE IN AOV
on social version
MARKETING LIFECYCLE

News

S
hipping

Welcome

Abandon
Offers

Browse

Cross S
ell

Confirmation

Pre-Purchase
PRE-PURCHASE

•
•
•
•

Promote app downloads
Pull in live content from your website
Drive urgency around limited-time sales
Drive purchasing across multiple
channels

Rate/Review

Post-Purchase
POST-PURCHASE

•
•
•
•

Real-time shipping status updates
Upsell with live offers
Encourage user-generated content
Enhance customer service
THE POSSIBILITIES ARE ENDLESS!

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LCMC: Email movers and shakers - Part 1

Notas del editor

  1. Background: Each year, Finish Line runs an email marketingcampaign to promote the merchandise of the “Final Four” teams in the NCAA Men’s Division 1 Basketball Championship (also known as “March Madness”).Challenge: Last year, Finish Line sent out a single email to its most engaged subscribers that showed merchandise for all four of the Final Four teams. This year, Finish Line wanted to send more personalized Final Four emails showing apparel related to each subscriber’s closest team, but without having to spend too much timesifting through large data sets of address information.Idea:Target recipients close to each of the Final Fourcollege campuses in real-time.Campaign:Finish Line leveraged Movable Ink’s Agile Email Marketing platform to send geo-targeted and rules-based offers tailored to each recipient’s location at the moment of open. For example, if an email was opened in Michigan, or within a 100 mile radius of Ann Arbor, the recipient saw Wolverines merchandise. The same applied to Syracuse, Wichita State, and Louisville. If the recipient was out of state or out of the 100-mile radius, they saw a default email promoting all four schools. No pre-send analysis or segmentation was necessary, since the content was personalized in real-time. Result:Finish Line saw an 80% increase in click-through rates compared to its “Final Four” campaign the previous year. Customer Quote:“Movable Ink allowed us to tailor email contentin real-time. Our subscribers were much more likely to see apparel related to their favorite team, which proved to be more effective than using a generic display.” – Aaron Buchanan, Email Marketing Manager
  2. Social Proof: Facebook in EmailBonobos tested two version of an email campaign: one with only the “A Burst of Fall Colors” creative (on the left), and another that included real-time social proof from Facebook (on the right). In the version on the right, email recipients were able to see how the Bonobos style guides were answering customer’s fashion-related questions on the Bonobos Facebook page.Including this element of social proof paid off– Bonobos saw an 8% increase in average order volume in the email version that included the live Facebook feed.