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Tactics in Twenty: Email

SARA CHAPMAN | Life Time Fitness

schapman@lifetimefitness.com, @schap22

KATIE SEEGERS | Sleep Number

katie.seegers@selectcomfort.com, @katieseegers

Agenda

• Intro: why email isn’t dead

• Fundamental Campaigns

• Data Driven Programs

• Future State of Email

Email isn’t dead….

• Everyone has an email address

• Your email is the original web ID

• The most universal communication channel

• Drives social media

• Generates ROI

Why Isn’t Email Dead?

72% of consumers prefer email communication from companies

Welcome/Onboarding

• In 2008, 40% of brands sent a Welcome Message to their new subscribers. Today, 80% of brands send this type of message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

• The average open rate for a welcome email is 50% making them more effective than email newsletters – Marketing Sherpa

• The longer you wait to engage, the less time you have to hold onto them

• Offer up ways to engage with your brand – First time discounts

– Next steps

– Value proposition

Welcome/Onboarding

Same Day

Day 1

Day 3

Day 7

Day 14 Day 21

• Build a cadence that makes sense

• A simple thank you goes a long way – Personalize. Personalize. Personalize

• Test. Optimize. Repeat.

Abandoned Cart

• Convert high purchase intent customers and recover lost revenue

• Can help you uncover friction points in your shopping process

• Work horse campaigns – 44.1% of all cart abandonment emails are opened – SaleCycle “The

Remarketing Report: Q1 2015”

– 29.9% of clicks lead to a purchase back on site – SaleCycle “The Remarketing

Report: Q1 2015”

• Why are you emailing?

(i.e., Subject: Love at second sight.)

• Sense of urgency or discount.

• Offer similar suggestions. • Retain customer’s cart

information.

Abandoned Cart – West Elm

Continue to build your relationship

with the customer

Abandoned Cart - Nike

Win Back Program - Etsy

• Nurture customers showing abnormal periods of inactivity (i.e., Non-opens or Non-clicks > 90 days)

• Re-engage customers

• Calculate timing based on your objective. Test.

Win Back Program – Kohl’s

Email 1

Is this goodbye? Please let us know

Email 2: one week later

Reply Needed: Don’t let this be

goodbye

Win Back Program – Life Time

• Win back unsubscribed – Transactional/account updated

ONLY

– 1% re-subscribe rate

– One time only

• Risk/Reward – Risk: Prompts unwarranted

unsubscribes

– Reward: List cleanliness

Communication Preferences

• How to start?

–What are you trying to accomplish?

–Outline current sources of data

–External Preference Center (Explicit Data) • Content types or user’s interest

• Location

• Communication channel (email or text)

• Frequency? Caution!

Communication Preferences

• Keeps subscribers engaged by giving them what they want.

• Positive user experience

• Keep it simple

• Data drives email success

Communication Preferences

On-site Preference

Center

Direct from email Preference Center

Keep the experience

consistent no matter

where the origin of

update is.

Data Driven Programs

Phase 1

• One single data point

• Name

Phase 2

• Multiple data points

• Name, Gender, Birthday, Last purchase, etc…

Phase 3

• Behavioral modeling & purchases using analytics

• Behavior trends drive content, personalization, and timing

Personalized emails improve click-through rates by 14% and conversion rates by 10%. – Aberdeen Group

Phase 1

• Single data point

• Sleep Number: Bed Anniversary email

• Life Time: Birthday email

Data Driven Programs: Phase 1

Phase 2

• Multiple data points

• Life Time email header

• Sleep Number: Store Lead Nurture Series

Data Driven Programs: Phase 2

• Onboarding series • Incorporate into newsletter & others

• Nurture new leads who did not purchase after first store

• Uses data captured at store

• Product recommendations based on browse behavior

• Wish List option

Data Driven Programs: Phase 3

Phase 3

• Behavioral & purchase modeling using analytics

• Amazon Fashion: View follow-up emails

Data Driven Programs: Phase 3

Phase 3

• Behavioral & purchase modeling using analytics

• Marriott and Target

• Personalized header • Content based on

demographic

• Content based on purchase behavior

What’s next?

• Design for mobile – Common misconception mobile vs. desktop

– 100% responsive

– Designed to respond and adapt differently based on what type of device your subscriber sees it on

What’s next?

• Customer Journeys – Automation based on triggers

– Behavior drives messaging

– Start simple

What’s next?

• Beyond the channel – Utilizing other channels to communicate

– Social, Mobile, Print, etc…

Questions?