How SmartPak Equine Uses Lifecycle Emails

to Engage its Customers Every Step

of the Way

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Carey Marston, SmartPakLoren McDonald, Silverpop

“Trigger” horse sense

@careyMKegel @LorenMcDonald

Everybody loves triggered messages…

Why? Low Volume, High ROI!

59.8 %Batch Campaigns

40.2%Triggered

Campaigns95.9 %Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

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…and you’ll be able to leave the office earlier!

…but they can seem so overwhelming…

…so avoid this feeling and…

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Agenda

Email Program Overview

Sample Lifecycle Emails

Q & A

SmartPak Background

About SmartPak

• Founded by riders and horse owners for riders and horse owners

• Finding a better way to administer supplements led to a quest for discovering innovative, smarter products

• Convenience, peace of mind, time savings

• How SmartPaks work:Benefits:

• Fed right every time• Custom orders• Delivered free, monthly

SmartPak Email Program

• ~1MM+ emails sent, per month

• Email generates 30% of all online marketing revenue

• Healthy transactional and triggered email program drives high return

Transact. & Trig-gered 12%

Promo-tional 88%

Email Volume

Transact. & Trig-

gered 30%

Promo-tional 70%

Email Revenue

SmartPak Email Program

40 unique transactional and

lifecycle emails/day, 10+ promotional emails per month

14 triggered and transactional

programs in place

SmartPak Email Team

Email Marketing Manager Email Designer

Business Owners with many requests for email campaigns

Separate systems

Email starting to get respect

Hired Consultant

New ESP

Where we came from

How we did it? – Phased Approach

1• Identified critical segments and articulated the goals for each (e.g.

convert supplement bucket buyers to SmartPaks buyers)

2• Mapped out existing email framework to understand the flow from

one lifecycle stage to the next (and identify gaps!)

3• Prioritized opportunities and executed (while keeping an eye on

simplicity and automation to make the most of our limited resources)

4• Completed relational tables integration

5• Our motto: Pilot > Optimize > Automate!

How we did it

What marketing programs will

help you capture new email addresses?

What marketing programs will help

you convert prospects to customers?

What marketing

programs will help you grow

customer value?

What marketing programs will help

you ensure customer loyalty?

What marketing programs will

help you win back lost

customers?

Identify current and “wishlist” campaigns

Email Metrics

Metrics Triggered/Transactional

Broadcast Difference

Open Rate 27.6% 16.4% +68.3%

CTR 5.9% 2.9% +103.5%

CTOR 21.4% 17.7% +20.9%

Conversion Rate 14.6% 6.2% +135.8%

Unsubscribe 0.08% 0.14% -42.9%

SPAM 0.04% 0.06% -33.3%

Bounce 0.63% 0.67% -6.0%

Sample Lifecycle Emails

Welcome Emails Start the Relationship Right

Opt-In Welcome

SmartPaks System Welcome - Old Creative

SmartPaks System Welcome - New Creative

41% Open Rate5.46% CTR

Not a direct revenue driver, but not intended to be

Welcome Email #2 “Carey, we hope you are enjoying your SmartPaks”

Reiterate the value that other customers find with SmartPaks

• Sent 7 days after the 2nd shipment

• 34.5% Open Rate• 8.9% CTR• Goal – increase retention

of new customers

Autoship Reminder Email

Autoship Reminder Email

Autoship Reminder Email

• Reminds customer of upcoming SmartPaks order

• Allows customer time to make changes before order is processed

The results:• 36% open rate• 13% click-through rate• $1.39 revenue-per-email• 18%+ conversion rate

Replace with real time products based on purchase behavior

Reminder Email 2

• 22.9% Open Rate

• 6.7% CTR

• $0.98 RPE

• 22.8% Conv. Rate

Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign.

Cart Abandonment Recovery

(Old) Abandon Cart

• No link back to website

• No link back to products

• Passive language

• No value why to order from SmartPak

• Can only call or email to reorder?

Abandon Cart

Next step add in price and

average reviews

The results:

• 38.5% open rate

• 10.15% CTR

• 50% conversion rate

• $4.80 revenue/email

Next step add in price and average

reviews

Supplement Wizard – No Next Step…

Post-Purchase

Post-Purchase Review

Subject Line: “Please rate & review your recent SmartPak purchase”

• Launched home-grown product review tool in early 2006

– Gathered 5,000 customer reviews

• Use Bazaarvoice (launched January 2009) to handle customer reviews

• Sent generic broadcast email to customers to review products they have purchased

• Launched a daily triggered email to review first time ordered products 21 days post-purchase

– Currently have over 50,000 product reviews

“Customer input gives shoppers the confidence to buy, increasing sales,

conversion, average order value, and more.” Source: Bazaarvoice

Customer Purchases

Customer Orders Fed to Silverpop

(Nightly)

Automated email triggered if query

criteria met

Customer receives Post-

Purchase Review Email

(21 days after purchase)

Post-Purchase ReviewThe results: • 27.33% open rate• 1.88% click-through rate

Reviews driven by email are used to power all marketing piecesHomepage and off-site display banners

Search results

Post-Purchase Review Email

Product Page Print Pieces

SmartPaks Cancellation Program - Confirmation

Cancellation Program – 7 Day Follow-Up

Cancellation Program – 42 Day Follow Up

SmartPaks On Hold Program - Confirmation

Sent immediately when order is placed on hold

SmartPaks On Hold Program – Follow Ups

Sent at 10, 30, 60, 90, 135, 180 days on hold. Slightly different messaging for each time frame

SmartPaks Upsell Emails

Sent 7 days after first NON-SmartPaks order to upsell them into the automatic shipment SmartPaks.

Upcoming Goals:Delivery confirmation email

Automate inactive subscriber re-engagement

Browse Behavior

Anniversary

Wishlist reminder

Customer-centric conversion

Creative/brand refresh on all current triggered emails

Real-time product recommendations

Integrated marketing database

Post-purchase upsells and cross-sells

Takeaways

Have an action plan

Map out your existing framework and where you want to go

Don’t get overwhelmed

Prioritize based on business goals

Test

Speak to your customers in a timely manner

Analyze your business and what value you want to give to your customers via email

Q & A / Contact Info.

• Carey Marston– SmartPak– Email Marketing Manager– Cmarston@smartpak.com

• Loren McDonald– Silverpop– VP, Industry Relations– Twitter: @LorenMcDonald– Google+: +LorenMcDonald– Pinterest: intevation– lmcdonald@silverpop.com