Post on 18-Dec-2021
transcript
• Magdalena Georgieva, Inbound Marketing Manager
HubSpot, Inc.
• Jordan Cohen, VP of Business Development
Pontiflex, Inc.
• Liz Ryan, Email Marketing Manager
Threadless
• Lindsay Massey, Marketing Director
Freshpair
Panelists:
• Sergio Balegno, Director of Research
MarketingSherpa
Moderator:
Liz Ryan
Director Email Marketing
Threadless
Case Study: Threadless Holiday Email Program - Subscriber drive, re-engagement and list optimization
• The Company: Threadless
• The Marketplace:
• A design company
• An online community
• A t-shirt retailer
• An innovator
• The Product: Holiday Season Marketing 2009 and 2010
• Current Stats:
• Email list: 1 million+
• Twitter followers: 1.5 million+
• Facebook Fans: 220,000+
Case Study Background
• Re-engage lapsed subscribers, buyers and community members
• Grow email subscriber list
• Collect additional demographic information for targeting
• Drive sales through targeted, timely messaging
Holiday Season Program Objectives
Increase engagement through messaging
• Beef up subscribership
• Engage users
• Increase visibility among segments
• Optimize triggered email campaigns
• Send targeted content to segments
Holiday Season Tactics
Welcome Email Program
• Welcome subscribers
• Welcome members
• Welcome new buyers with a coupon to repeat buy
Tactics 2009 Holiday Email Programs
Re-engagement
• Offered coupon to subscribe
• Messaged members and buyers with personalized content at significant times
Tactics 2009 Holiday Email Program
Subscriber Drive
• Offered coupon to subscribe and/or additional customer profile information
• Used Facebook, Twitter and emails to members and Buyers to elicit subscribership
Tactics 2010 Holiday Program
Email Program
• Increased email cadence from two to three times per week based on product release schedule
• Maximized timeliness of emails to coincide with product release and promotions
• Email-only coupon offer
• ‘Share with a friend coupons’ for loyal buyers
Tactics 2010 Holiday Program
Social Media Program
• “Spacebook” - “Tees in Space” theme.
• Added optional newsletter sign up to Facebook contests (example: “Be a Pal for a $5 coupon rally”)
• Enhanced subscriber drive with call out in Facebook and Twitter.
Tactics 2010 Holiday Program
2009
• 120% year-over-year email revenue growth
• Increased User-verse 16%
• Increased Subscribers 22%
• Increased Members 17%
• Increased Buyers 76%
Results: 2009 Holiday Email Marketing Program
2010
• 50% year-over-year email revenue growth
• 29% subscriber list growth
• Added 140k+ Facebook ‘likes’
• Added 83k+ Twitter Followers
Lindsay MasseyMarketing Director Freshpair, Inc.
Case Study: How Freshpair successfully integrated email and social media to achieve a higher ROI
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• Acquire new customers and generate additional revenue
• Expand the reach of email content to social networks
• Increase email list and social fanbase
• Establish long-term strategy to address multiple channels
Cross Channel Marketing Goals
20
Phase I:
• Continue to include ‘like us’ in emails ongoing
• Expand reach of marketing messages through SWYN links in emails
• Include email content teases on social sites to drive email acquisition
• Increase fan base through dedicated social acquisition email
• Expand onsite social acquisition messaging
o Onsite banners
Generic messaging on high-level pages
• Inclusion in package inserts
Approach
21
Phase II:
• Include SWYN links in ‘shareworthy’ emails ongoing
• Dynamic messaging in transactional messages
• Inclusion of benefit-oriented ‘like us’ messaging in Welcome stream
• Target onsite banners with relevant social message
• Develop long-term strategy
oMinimum onsite display requirements
Approach (cont’d)
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• Include SWYN links to expand the reach of marketing messages
• Focus on ‘shareworthy’ messages
• Retarget messages to SWYN link clickers in an effort to reach mass influencers
Share Us… Please!
Social Dedicated Emails
• Subject 1: Friends with Benefits -Fan Us on Facebook & Save
• Subject 2: 20% Off When You Like Us – Offer Expires Tomorrow Night
• Targeted to active customers
• 25% increase in fanbase per send
25
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• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages
Onsite Promotion
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Don’t just rely on email and website…
• Included in all packages
• Promotes email sign-up as well as Facebook and Twitter
• Update email welcome stream to feature consistent promotion of social channels
• Update transactional message to include dynamic targeted social promotion
• Monitor what content is ‘shared’ and target SWYN clickers with this content
• Establish consistent placement of Join Us banners on site
• Continue to cross-promote email and social
Next Steps…