TMTM

Retention Email CampaignsRetention Email Campaigns

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Retention TeamRetention Team

• Dept. Head – Mark Harrington

• Email Management – Theresa Del Sordo

• Campaign Analysis – Ed Miller

• Merchandising (M,M,G) – Amy Delvecchio

• Merchandising (B,C, CE) – Laura Brooks

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Email NumbersEmail Numbers

• See attached report which provides timing, topic, audience size, click-through, conversion, etc.

• Report runs from January to present.

• Also provides data on various tests run.

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Opt-Out RatesOpt-Out Rates

• Half does not timestamp when a user opts-out of emails, which makes it difficult to track over time.

• We are working with the analysis group to track ‘over time’ opt-out rates.

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• Our email strategy is primarily product driven with seasonal events as a driving component in some cases (e.g. textbooks, Christmas holiday, etc.)

• There is close coordination between the Inventory, Creative, Technology and Retention teams to schedule, develop and deploy campaigns.

• We continuously test various elements to enhance and mature our campaigns (e.g. frequency, purchase amounts, navigation, etc.)

• We deploy various full, targeted and specialized campaigns throughout every month.

Half’s Email StrategyHalf’s Email Strategy

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Half’s Email CalendarHalf’s Email Calendar

• The email calendar is part of the overall merchandising calendar, managing all promotional placements for Half.

• The calendar goes 10 weeks out and is viewed as a ‘living’ process, where promotions and placements can change based on inventory availability, pricing, trends, etc.

• We develop the calendar with input from Inventory, Product Management and Acquisition Marketing.

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Half’s Email SegmentationsHalf’s Email Segmentations

• Segmentation varies based on inventory, product type and target audience.

• We typically segment our lists for smaller, niche-market goods that may have limited mass-market appeal (e.g. textbooks, BMMG genres, etc.)

• Full emails have a wide, mass-market appeal with a controlled variety of products at a range of price points.

• We also support A-List promotions for premium customers who have demonstrated high RFM on Half.

• We are currently building out our opt-in Inside Scoop lists which allow users to request certain content (e.g DVDs, CDs, books, etc.)

• We are also working with personalized recommendations in our email campaigns to help better target users.

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Email ExamplesEmail Examples

• Emails that show incredible value and have a relatively limited selection, with brand names in many cases, do very well.

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Email ExamplesEmail Examples

• Emails that have a narrow focus, which focus on calendar based events (e.g. tax season, mother’s day, etc.) and lack brands do not perform as well typically.

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Other Points

• Computer and Electronic emails tend to perfrom better (revenue, GMS) than BMMG emails based on the ASPs of the products. We have to convert 3 to 5 times more people on a BMMG product than on a C/CE product.

• Targeted emails that have high relevancy to the user convert at a dramatically higher rate (e.g. email recommendations, Inside Scoop, A-List, etc.)

• Link with inventory depth and price points of products.

• Benefits of personalized recommendations in campaigns.