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How SmartPak Equine Uses Lifecycle Emails to Engage its Customers Every Step of the Way
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– [email protected]
• Loren McDonald– Silverpop– VP, Industry Relations– Twitter: @LorenMcDonald– Google+: +LorenMcDonald– Pinterest: intevation– [email protected]
