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
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...
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
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
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
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.
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
Clicks
CRM
Transactions
We’re working with sharp teams. Intro to 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
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
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
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
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
Clicks
CRM
Transactions
We’re working with sharp teams. Intro to Custora
- Platinum customer - Athletic persona - High purchase
frequency
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
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
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
Search
Affiliates
Social Media
T
What Crocs is up to
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
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.
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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