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February 24, 2012
Megan Ouellet, Director of Marketing
Travis Buck, Creative Director
LISTRAK




                      EMAIL
                 LOOK BOOK
              POST PURCHASE
                 CAMPAIGNS
Post purchase email campaigns have many              We recently released a whitepaper “Building a
benefits. They keep your brand top of mind with      Repeat Customer Base through Post Purchase
your customers. They give you an opportunity to      Email Campaigns,” which may be found here.
upsell and cross-sell merchandise in a targeted      As a companion to that whitepaper, Travis Buck,
fashion. And, most importantly, they significantly   Creative Director, and Megan Ouellet, Director
prolong the customer lifecycle and increase          of Marketing for Listrak, critiqued 15 post
customer lifetime value.                             purchase email campaigns. The campaigns
                                                     differ in scope, strategy, and design, but all of
Online retailers spend a lot of time, money, and
                                                     them deliver critical information that engages the
resources acquiring new customers but many
                                                     customers and drives additional purchases.
aren’t focusing on customer retention efforts.
We’ve found that one time customers can make         As you implement your post purchase email
up 80% of all purchases, and recent studies have     campaigns or tweak your strategies, this guide
shown that only five percent of new customers        will help you identify trends and best practices.
will return to a site and only three percent will    However, it is important to test these campaigns
make a second purchase. However, the same            to find what works best for your customers.
study found that new customers are twice as
likely to return to a website if they receive a
remarketing campaign.
TALBOTS
THANK YOU MESSAGE



THINGS WE LOVE

Timing – received the day after purchases were
made in the store

Engagement – used email to reach customers
who shopped in store, not just online

Messaging – simple and straightforward, makes
customer feel appreciated

Design – website navigation and hero shot
make it tempting and easy to shop online

Personalization – use of customer’s name and
store location

Subject line – “It was great to see you at
Talbots!”




THINGS WE’D TEST

Links – larger links to “Shop New Arrivals, Web
Exclusives, and More”

Add an offer or incentive to purchase again

Information – adding product care information
or the exchange policy could make the email
more useful to recipients
NFL SHOP
THANK YOU MESSAGE



THINGS WE LOVE

Offer – the 15% off discount is a great incentive
for customers to make a second purchase

Links – the product shots make it easy to
navigate and the secondary navigation links
provide easy access to popular pages, such as
Facebook and Twitter, gift cards, outlet, etc.




THINGS WE’D TEST

Design – there is a lot of team logos and
information crammed into a small area and
the offer almost gets lost. Add more padding
between elements of the email

Fine print - could link to information to keep the
email cleaner and shorter

Add recommended products possibly based on
the merchandise of the team(s) they chose
WEST ELM
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Recommended products – great addition to any
        post purchase campaign, especially an order
        confirmation message because of the high open
        rates

        Website navigation – makes it easy to return to
        the site

        Prominent order number – customers need
        this if they have questions about the order so it
        should be easy to find




        THINGS WE’D TEST

        Merchandising – adding images of the
        merchandise ordered instead of just the text
        description could entice shoppers to buy the
        recommended and related products

        Customer service contact information – this
        information seems hidden in the message

        Exchange policy information – could be helpful
        to include a link to the exchange/return policy in
        this message
THINK GEEK
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Link to the order management page

        Link to easily cancel the order

        Layout – even though the message lacks design
        elements, it is easy to read and provides the
        information customers need




        THINGS WE’D TEST

        Design – Think Geek’s promotional and
        shopping cart abandonment emails are creative
        and hilarious…this text email falls short of the
        expectations set by the other campaigns

        Add recommended products
ZAPPOS
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Merchandise – including the image of the
        ordered item and price

        Prominent order number, customer service
        phone number, and social links

        Return policy and shipping – clearly stated
        and customer friendly links at the top of the
        message and statements at the bottom

        Messaging – personable and laid back, “We
        think Zappos should be the most awesome
        experience you can have online!”

        Positioning and playful treatment of social
        media links in the header

        Vans :)




        THINGS WE’D TEST

        Adding recommended or related products
BOSTON PROPER
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Prominent order number and date

        Design – email is well organized and presents
        the important information clearly and succinctly

        Links to new arrivals, website navigation,
        and the bottom navigation to the guarantee,
        shipping and returns, contact, and account
        information




        THINGS WE’D TEST

        Making the Order Status and My Account links
        larger and more prominent

        Making the customer service contact
        information larger and more prominent

        Add recommended products

        Offer/incentive for next purchase
KEURIG
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Layout – very clear and concise

        Content – short and to the point

        Branding – front and center




        THINGS WE’D TEST

        Adding navigation to make it easy to shop from
        this message

        Including links to the customer’s account,
        number of loyalty points, and online rewards
        catalog
NFL SHOP
ORDER CONFIRMATION MESSAGE



        THINGS WE LOVE

        Product images – keeps customer engaged

        Prominent order number – easy to identify and
        find if needed

        Website navigation and wish list/gift finder
        images – easy to shop

        Order status button – easy to review

        Email sign up – great addition to post purchase
        emails as the recipients might not have opted-in
        to the email marketing list




        THINGS WE’D TEST

        Including related/recommended products

        Moving email sign up to the header
AMAZON
SHIPMENT CONFIRMATION MESSAGE



           THINGS WE LOVE

           Inclusion of the delivery date, tracking number,
           and tracking link

           Product images – keeps customer engaged

           Link to the online return center and customer
           service makes it easy to manage and return the
           product

           Brief statement at the top of the message




           THINGS WE’D TEST

           Adding related products or website navigation
           so customers return to the site to shop
LANDS’ END
SHIPMENT CONFIRMATION MESSAGE



           THINGS WE LOVE

           Prominent shipping date and order tracking
           number

           Recommended merchandise

           Free shipping offer on next purchase




           THINGS WE’D TEST

           Moving the free shipping offer up and making it
           more noticeable in the message

           Add some spacing between elements in the
           navigation or possibly a color treatment to
           increase its visual presence
OMAHA STEAK
SHIPMENT CONFIRMATION MESSAGE



           THINGS WE LOVE

           Layout – the email is well organized and the
           important information is easy to scan and find
           quickly

           Recommended products, complete with sale
           price, entices additional purchase

           $20 offer to refer friends – a very nice incentive

           Clearly stated product guarantee




           THINGS WE’D TEST

           Shortening the text at the top of the message

           Making the tracking link a button instead of a full
           URL
CRATE & BARREL
 PRODUCT CARE MESSAGE



   THINGS WE LOVE

   The purpose of this message – great follow up
   that provides important product information
   customers need and adds a nice personal
   touch.

   Links to additional products

   Website navigation




   THINGS WE’D TEST

   Including specific items that are related to the
   purchased ones

   Adding social links that allow recipients to share
   the information on Facebook and Twitter

   Add offer/incentive to promote additional
   purchase
HOME DEPOT
REQUEST REVIEW MESSAGE



    THINGS WE LOVE

    Incentive for customers to write a review –
    chance to win $1000 gift card

    Product image and link to review form

    Link to sign up for email marketing list




    THINGS WE’D TEST

    Making the Review Product button larger,
    orange in color, or more prominent as the gray
    button blends in to the message
SEPHORA
REQUEST REVIEW MESSAGE



    THINGS WE LOVE

    Hero shot that includes sample product review

    Personal touch via the font treatments

    Inclusion of products purchased and links to
    review form

    Link to review the in-store experience, not just
    the products

    Website navigation links and large link to sale
    items – makes it easy to shop again




    THINGS WE’D TEST

    Layout – the image takes up a lot of prime
    space, pushing the products and review links
    below the fold

    Add recommended products
BEST BUY
RELATED PRODUCTS MESSAGE



      THINGS WE LOVE

      Image of purchased product and all of the
      recommended products and services that go
      with the camera

      Header link “Explore our camera resources”

      Inclusion of loyalty points and link to the reward
      section of the website

      The address of the nearest local store




      THINGS WE’D TEST

      Content contains unwanted text and characters

      Product review request




      ABOUT LISTRAK

      Listrak is a full-service email provider that
      helps online retailers capture and analyze
      click-stream data and order history to inform
      email marketing. This understanding of
      customers’ interest, intent and order history is
      combined with a suite of solutions designed to
      automate email marketing including acquisition
      campaigns, welcome series, shopping cart
      abandonment remarketing, re-engagement
      and post purchase campaigns. The result
      is more efficient, cost effective and better
      performing email marketing. Listrak works with
      leading online retailers including Waterford, Ten
      Thousand Villages, Swell, Vintage Tub, and La-
      Z-Boy. For more information please visit
      www.Listrak.com.

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Email Look post purchase campaigns (Listrak) -Feb12

  • 1. February 24, 2012 Megan Ouellet, Director of Marketing Travis Buck, Creative Director LISTRAK EMAIL LOOK BOOK POST PURCHASE CAMPAIGNS Post purchase email campaigns have many We recently released a whitepaper “Building a benefits. They keep your brand top of mind with Repeat Customer Base through Post Purchase your customers. They give you an opportunity to Email Campaigns,” which may be found here. upsell and cross-sell merchandise in a targeted As a companion to that whitepaper, Travis Buck, fashion. And, most importantly, they significantly Creative Director, and Megan Ouellet, Director prolong the customer lifecycle and increase of Marketing for Listrak, critiqued 15 post customer lifetime value. purchase email campaigns. The campaigns differ in scope, strategy, and design, but all of Online retailers spend a lot of time, money, and them deliver critical information that engages the resources acquiring new customers but many customers and drives additional purchases. aren’t focusing on customer retention efforts. We’ve found that one time customers can make As you implement your post purchase email up 80% of all purchases, and recent studies have campaigns or tweak your strategies, this guide shown that only five percent of new customers will help you identify trends and best practices. will return to a site and only three percent will However, it is important to test these campaigns make a second purchase. However, the same to find what works best for your customers. study found that new customers are twice as likely to return to a website if they receive a remarketing campaign.
  • 2. TALBOTS THANK YOU MESSAGE THINGS WE LOVE Timing – received the day after purchases were made in the store Engagement – used email to reach customers who shopped in store, not just online Messaging – simple and straightforward, makes customer feel appreciated Design – website navigation and hero shot make it tempting and easy to shop online Personalization – use of customer’s name and store location Subject line – “It was great to see you at Talbots!” THINGS WE’D TEST Links – larger links to “Shop New Arrivals, Web Exclusives, and More” Add an offer or incentive to purchase again Information – adding product care information or the exchange policy could make the email more useful to recipients
  • 3. NFL SHOP THANK YOU MESSAGE THINGS WE LOVE Offer – the 15% off discount is a great incentive for customers to make a second purchase Links – the product shots make it easy to navigate and the secondary navigation links provide easy access to popular pages, such as Facebook and Twitter, gift cards, outlet, etc. THINGS WE’D TEST Design – there is a lot of team logos and information crammed into a small area and the offer almost gets lost. Add more padding between elements of the email Fine print - could link to information to keep the email cleaner and shorter Add recommended products possibly based on the merchandise of the team(s) they chose
  • 4. WEST ELM ORDER CONFIRMATION MESSAGE THINGS WE LOVE Recommended products – great addition to any post purchase campaign, especially an order confirmation message because of the high open rates Website navigation – makes it easy to return to the site Prominent order number – customers need this if they have questions about the order so it should be easy to find THINGS WE’D TEST Merchandising – adding images of the merchandise ordered instead of just the text description could entice shoppers to buy the recommended and related products Customer service contact information – this information seems hidden in the message Exchange policy information – could be helpful to include a link to the exchange/return policy in this message
  • 5. THINK GEEK ORDER CONFIRMATION MESSAGE THINGS WE LOVE Link to the order management page Link to easily cancel the order Layout – even though the message lacks design elements, it is easy to read and provides the information customers need THINGS WE’D TEST Design – Think Geek’s promotional and shopping cart abandonment emails are creative and hilarious…this text email falls short of the expectations set by the other campaigns Add recommended products
  • 6. ZAPPOS ORDER CONFIRMATION MESSAGE THINGS WE LOVE Merchandise – including the image of the ordered item and price Prominent order number, customer service phone number, and social links Return policy and shipping – clearly stated and customer friendly links at the top of the message and statements at the bottom Messaging – personable and laid back, “We think Zappos should be the most awesome experience you can have online!” Positioning and playful treatment of social media links in the header Vans :) THINGS WE’D TEST Adding recommended or related products
  • 7. BOSTON PROPER ORDER CONFIRMATION MESSAGE THINGS WE LOVE Prominent order number and date Design – email is well organized and presents the important information clearly and succinctly Links to new arrivals, website navigation, and the bottom navigation to the guarantee, shipping and returns, contact, and account information THINGS WE’D TEST Making the Order Status and My Account links larger and more prominent Making the customer service contact information larger and more prominent Add recommended products Offer/incentive for next purchase
  • 8. KEURIG ORDER CONFIRMATION MESSAGE THINGS WE LOVE Layout – very clear and concise Content – short and to the point Branding – front and center THINGS WE’D TEST Adding navigation to make it easy to shop from this message Including links to the customer’s account, number of loyalty points, and online rewards catalog
  • 9. NFL SHOP ORDER CONFIRMATION MESSAGE THINGS WE LOVE Product images – keeps customer engaged Prominent order number – easy to identify and find if needed Website navigation and wish list/gift finder images – easy to shop Order status button – easy to review Email sign up – great addition to post purchase emails as the recipients might not have opted-in to the email marketing list THINGS WE’D TEST Including related/recommended products Moving email sign up to the header
  • 10. AMAZON SHIPMENT CONFIRMATION MESSAGE THINGS WE LOVE Inclusion of the delivery date, tracking number, and tracking link Product images – keeps customer engaged Link to the online return center and customer service makes it easy to manage and return the product Brief statement at the top of the message THINGS WE’D TEST Adding related products or website navigation so customers return to the site to shop
  • 11. LANDS’ END SHIPMENT CONFIRMATION MESSAGE THINGS WE LOVE Prominent shipping date and order tracking number Recommended merchandise Free shipping offer on next purchase THINGS WE’D TEST Moving the free shipping offer up and making it more noticeable in the message Add some spacing between elements in the navigation or possibly a color treatment to increase its visual presence
  • 12. OMAHA STEAK SHIPMENT CONFIRMATION MESSAGE THINGS WE LOVE Layout – the email is well organized and the important information is easy to scan and find quickly Recommended products, complete with sale price, entices additional purchase $20 offer to refer friends – a very nice incentive Clearly stated product guarantee THINGS WE’D TEST Shortening the text at the top of the message Making the tracking link a button instead of a full URL
  • 13. CRATE & BARREL PRODUCT CARE MESSAGE THINGS WE LOVE The purpose of this message – great follow up that provides important product information customers need and adds a nice personal touch. Links to additional products Website navigation THINGS WE’D TEST Including specific items that are related to the purchased ones Adding social links that allow recipients to share the information on Facebook and Twitter Add offer/incentive to promote additional purchase
  • 14. HOME DEPOT REQUEST REVIEW MESSAGE THINGS WE LOVE Incentive for customers to write a review – chance to win $1000 gift card Product image and link to review form Link to sign up for email marketing list THINGS WE’D TEST Making the Review Product button larger, orange in color, or more prominent as the gray button blends in to the message
  • 15. SEPHORA REQUEST REVIEW MESSAGE THINGS WE LOVE Hero shot that includes sample product review Personal touch via the font treatments Inclusion of products purchased and links to review form Link to review the in-store experience, not just the products Website navigation links and large link to sale items – makes it easy to shop again THINGS WE’D TEST Layout – the image takes up a lot of prime space, pushing the products and review links below the fold Add recommended products
  • 16. BEST BUY RELATED PRODUCTS MESSAGE THINGS WE LOVE Image of purchased product and all of the recommended products and services that go with the camera Header link “Explore our camera resources” Inclusion of loyalty points and link to the reward section of the website The address of the nearest local store THINGS WE’D TEST Content contains unwanted text and characters Product review request ABOUT LISTRAK Listrak is a full-service email provider that helps online retailers capture and analyze click-stream data and order history to inform email marketing. This understanding of customers’ interest, intent and order history is combined with a suite of solutions designed to automate email marketing including acquisition campaigns, welcome series, shopping cart abandonment remarketing, re-engagement and post purchase campaigns. The result is more efficient, cost effective and better performing email marketing. Listrak works with leading online retailers including Waterford, Ten Thousand Villages, Swell, Vintage Tub, and La- Z-Boy. For more information please visit www.Listrak.com.