How Big Brands Do It:Your Email Future

Skip O’Neill & John Brandt

BlueHornet

• “Pretty Big Tuesday” holiday flash sale campaign

• Tuesday sales jumped 35% in November & 118% in December.

• 2012 ClickZ Winner: Best Use of Email Marketing

• Initial abandonment campaign generated 12% lift in captured revenue

• Emails contained no incentives, but focused on brand reassurance to encourage transaction completion

• 40% open rate• Traffic to KFC.com increased

29%• 3 million additional

impressions• 12,000 shares on

FB & Twitter in 24 hours• 30% increase in email opt-ins

• Subscribers who join the Chuck E-Club via text message account for 5% of daily sign up volume

• Open rate of text subscribers is typically 10-20% higher than that of all other subscribers

• Coupon clicks are 8-10% higher for subscribers that used texting as a sign up method

• Implemented a content-based win-back strategy

• The program re-captured over 10% of dormant subscribers

• International luxury properties: Doyle, Kempinski, Omni, and more

• 14 brands, 1,000+ content versions, 7 languages

• BlueHornet scales with them as their loyalty program grows – over 1.7 million members worldwide

• 85% of Gmail subscribers were excluded from lists because they had not opened in 30 days

• Slowly adding more Gmail addresses over time + close monitoring restored delivery to 100%

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