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WEBINAR Custora + Crocs Email promotion...

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WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA KELSEY VENDETTI, EMAIL MARKETING, CROCS
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Page 1: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 C H AT T H E M .1 Q U E S T I O N S ?

W E B I N A R

Custora + Crocs Email promotion strategy

M A D D I E B U R A S , M A R K E T I N G , C U S T O R A

K E L S E Y V E N D E T T I , E M A I L M A R K E T I N G , C R O C S

Page 2: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 C H AT T H E M .2 Q U E S T I O N S ?

Until next year...

Page 3: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A3 C H AT T H E M .3 Q U E S T I O N S ?

Kelsey Vendetti Email Marketing Crocs

Maddie Buras Marketing Custora

Presenters

Page 4: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A4 C H AT T H E M .4 Q U E S T I O N S ?

Takin’ care of business

1. Why we’re here

2. Chat questions, Q+A at end

3. Winners selected

4. Will share deck & recording

5. Fun for your feet

Page 5: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A5 C H AT T H E M .5 Q U E S T I O N S ?

Crocs for you

+ 25% offDiscount code: CUSTORA25

Page 6: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A6 C H AT T H E M .6 Q U E S T I O N S ?

We’re working with sharp teams. Intro to Custora

Custora is a predictive marketing platform built for e-commerce teams. We help retailers acquire valuable customers and improve customer retention.

Page 7: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A7 C H AT T H E M .7 Q U E S T I O N S ?

Collect and clean data from every tool and channel

1

Email

Clicks

CRM

Transactions

We’re working with sharp teams. Intro to Custora

Page 8: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A8 C H AT T H E M .8 Q U E S T I O N S ?

1 2

Email

Clicks

CRM

Transactions- Platinum customer - Athletic persona - High purchase

frequency

We’re working with sharp teams. Intro to Custora

Collect and clean data from every tool and channel

Generate predic-tive insights for every customer

Page 9: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A9 C H AT T H E M .9 Q U E S T I O N S ?

Learn about customers and segments

1 2 3

Email

Clicks

CRM

Transactions

We’re working with sharp teams. Intro to Custora

Collect and clean data from every tool and channel

Generate predic-tive insights for every customer

- Platinum customer - Athletic persona - High purchase

frequency

Page 10: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 0 C H AT T H E M .1 0 Q U E S T I O N S ?

Collect and clean data from every tool and channel

Generate predic-tive insights for every customer

Learn about customers and segments

Plug insights into existing tools to make it rain

1 2 3 4

Email

Clicks

CRM

Transactions

We’re working with sharp teams. Intro to Custora

- Platinum customer - Athletic persona - High purchase

frequency

Page 11: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 1 C H AT T H E M .1 1 Q U E S T I O N S ?

We work with sharp teams

Page 12: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 2 C H AT T H E M .1 2 Q U E S T I O N S ?

T

Hello Crocs

Page 13: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 3 C H AT T H E M .1 3 Q U E S T I O N S ?

Direct Mail

Email

Search

Affiliates

Social Media

T

What Crocs is up to

Page 14: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 4 C H AT T H E M .1 4 Q U E S T I O N S ?

Email promotions

1. Calendar overview

2. “Tier 1” - Calendar based

3. “Tier 2” - Product affinity

4. Triggered campaigns

5. Takeaways

Page 15: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 5 C H AT T H E M .1 5 Q U E S T I O N S ?

Calendar

Date

Week 1

Week 2

Week 3

Week 4

Forecast Revenue

Actual Revenue

Product Story

YoY Delta

Promo Story

Email Schedule

Digital x Sched.

Page 16: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 6 C H AT T H E M .1 6 Q U E S T I O N S ?

Poll

How many separate email promotions does your team run each month?

A. 0 email promotions per month

B. 1-2 email promotions per month

C. 3-4 email promotions per month

D. 5 or more email promotions per month

Page 17: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 7 C H AT T H E M .1 7 Q U E S T I O N S ?

Holiday and Calendar driven

Segmentation - Entire customer base

Promotion - Site wide, varies per holiday - Features some of Crocs’ best offers - Big emphasis on the creative

Tier 1 promotions

Page 18: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 8 C H AT T H E M .1 8 Q U E S T I O N S ?

Tier 2 promotions

“Crocs @ work”

Used Custora’s affinity predictions to identify customers that had never purchased Crocs@Work, but were likely to

Segmentation - “Has ever” purchased - Predicted affinity - No affinity

Promotion - $15 off

Page 19: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A1 9 C H AT T H E M .1 9 Q U E S T I O N S ?

Tier 2 promotions

9.2x

1.4x2x

.6x‘Has Ever’

‘Predicted Affinity’

RevenueConversion

Rate

Compared to the ‘No Affinity’ group

(incremental)

Results - Decreased promotional reliance - Fewer emails sent, same revenue

“Crocs @ work”

Higher conversion rates and revenue for those with predicted affinity

Page 20: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 0 C H AT T H E M .2 0 Q U E S T I O N S ?

Segmentation - “Has ever” purchased - Predicted affinity - No affinity

Promotion - None

Tier 2 promotions

“Crocs for kids”

Used Custora’s affinity predictions to identify customers that had never purchased Crocs Kids, but were likely to

Page 21: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 1 C H AT T H E M .2 1 Q U E S T I O N S ?

Results - Decreased promotional reliance - Fewer emails sent, same revenue

Tier 2 promotions

2x

2.7x2.5x

3x‘Has Ever’

‘Predicted Affinity’

RevenueConversion

Rate

Compared to the ‘No Affinity’ group

(incremental)

“Crocs for kids”

Customers with a predicted affinity had higher conversion rates and revenue

Page 22: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 2 C H AT T H E M .2 2 Q U E S T I O N S ?

Poll

What is the most effective promotion type for your brand?

A. Buy one get one free

B. Free shipping

C. $$ off

D. % off

E. Flash sale

Page 23: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 3 C H AT T H E M .2 3 Q U E S T I O N S ?

Triggered campaigns

1. Welcome series

2. Abandon cart

3. Winback

Page 24: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 4 C H AT T H E M .2 4 Q U E S T I O N S ?

Welcome + Cart Abandonment

Welcome Email

- 20% offer for all signups - Currently a 2 email series - Switching to a 5 email series

Cart Abandonment

- 3 different emails - 3rd email has an offer

Page 25: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 5 C H AT T H E M .2 5 Q U E S T I O N S ?

Winback

Segmentation - Tested “price insensitive” segments - Sent promotional & non-promotional

messages to the different groups

Results - 10X ROI and 2X lift in revenue per user

Saw an opportunity to cut back on promotions

Page 26: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 6 C H AT T H E M .2 6 Q U E S T I O N S ?

Keys to great email promotions

1. Know your customer base

Page 27: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 7 C H AT T H E M .2 7 Q U E S T I O N S ?

1. Know your customer base

2. Understand who needs a discount

Keys to great email promotions

Page 28: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 8 C H AT T H E M .2 8 Q U E S T I O N S ?

1. Know your customer base

2. Understand who needs a discount

3. Easily segment on a variety of variables

Keys to great email promotions

Page 29: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A2 9 C H AT T H E M .2 9 Q U E S T I O N S ?

1. Know your customer base

2. Understand who needs a discount

3. Easily segment on a variety of variables

4. Test promotion size and type

Keys to great email promotions

Page 30: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A3 0 C H AT T H E M .3 0 Q U E S T I O N S ?

1. Know your customer base

2. Understand who needs a discount

3. Easily segment on a variety of variables

4. Test promotion size and type

5. Mix up your promotions

Keys to great email promotions

Page 31: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A3 1 C H AT T H E M .3 1 Q U E S T I O N S ?

Custora U Courses

Customer-Centric Marketing

Customer Lifetime Value

Segmentation

Lifecycle Marketing

Cohort Analysis

Predictive Analytics

Custora E-commerce Pulse

High Growth Fashion Index

Add’l resources

Page 32: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A3 2 C H AT T H E M .3 2 Q U E S T I O N S ?

Crocs for you

+ 25% offDiscount code: CUSTORA25

Page 33: WEBINAR Custora + Crocs Email promotion strategypages.custora.com/rs/769-YNE-396/images/150805... · WEBINAR Custora + Crocs Email promotion strategy MADDIE BURAS, MARKETING, CUSTORA

C U S T O R A3 3 C H AT T H E M .3 3 Q U E S T I O N S ?

Q+A

A S K A W A Y

M A D D I E B U R A S , M A R K E T I N G , C U S T O R A

K E L S E Y V E N D E T T I , E M A I L M A R K E T I N G , C R O C S


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