Triggered & Transactional Emails That Really Work

FEBRUARY 25, 2015

TRIGGERED & TRANSACTIONAL EMAILS THAT REALLY WORK

AN ALLEN EDMONDS’ SUCCESS STORY

YOUR PRESENTER

Jessica Grewal Account Director BlueHornet

15%

16%

16%

16%

21%

25%

29%

28%

32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

AUTOMATED/TRIGGERED MESSAGE UTILIZATION

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

WHO IS THE ALLEN EDMONDS’ CUSTOMER?

Businessman, professional, politician or leader in other fields where business attire is expected

Typically dislikes shopping; appreciates the professionalism and convenience of Allen Edmonds stores and website

Not uncommon for him to ask for help selecting footwear / fashion

Conscious of personal presentation – both formally and casually – wants to be seen as a smart dresser

Regardless of age, wants to be seen as relevant, driven, mature yet youthful; loves Timeless Classics, latest styles, custom offerings and WebGems

Loves being “in the know” and appreciates unique offerings with stories VS. same old, same old

Core customer

Our fast-growing 2ndary target is more psychographic

THE ROAD TO AUTOMATION

Batch & Blast

• Limited Automation

•Welcome •Transactional

Fully Automated

• Welcome Program

• Cart Abandonment • Transactional • Post Purchase Series

Preparing & Testing

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29%

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32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

AUTOMATED/TRIGGERED MESSAGE UTILIZATION

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

WELCOME CAMPAIGN

Revenue per email doubled. Opt-out rate dropped from

0.73% to 0.07%.

ORIGINAL WELCOME SERIES

1

2

3

1 2

NEW WELCOME SERIES

Day 1 Day 38

RESULTS

Welcome Messages Aug 2013 – Current

Welcome #1 Welcome #2 Welcome #3

Subject Line Welcome to Allen Edmonds Welcome to Allen Edmonds Our Commitment to Our

Customers

Enjoy Free Shipping & Returns - Every Day - No

Minimums

Open Rate 43.60% 60.80% 55.38% 42.96%

Click Thru Rate 14.56% 16.07% 11.79% 10.86%

Click to Open Rate 33.39% 26.44% 21.28% 25.28%

Revenue-per-Email $1.07 $0.654 $0.425 $0.428

Opt Out Rate 0.07% 0.73% 0.59% 0.61%

Current Previous

15%

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21%

25%

29%

28%

32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

AUTOMATED/TRIGGERED MESSAGE UTILIZATION

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

CART ABANDONMENT

1 in 3 visitors who receive the

cart abandonment series convert without a promotional discount.

Average order value is

4% greater than organic

order recovery.

CADENCE TEST

Timing of sends:

1st realtime, 2nd in 24 hrs

1st at 24hrs, 2nd in 7 days

TEST 1 A1 B1

Open Rate 53% 58%

CTR 4.6% 5.04%

Conversion Rate 4.6% 10.4%

Revenue-per-email $0.62 $1.10

Our customers need time to consider their purchases.

1

2

NO PROMO VS 10% OFF TEST

TEST 2 No promo Promo

Open Rate 53% 57%

CTR 3% 6.5%

Conversion Rate 3.4% 7.5%

Revenue/email $0.91 $7.32

5x more orders, 2.5x higher AOV with Promo

15%

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21%

25%

29%

28%

32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

AUTOMATED/TRIGGERED MESSAGE UTILIZATION

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

TRANSACTIONAL

81% of transactional email revenue comes from product recommendations

15%

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21%

25%

29%

28%

32%

31%

49%

23%

23%

30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

AUTOMATED/TRIGGERED MESSAGE UTILIZATION

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

POST PURCHASE SERIES

Doubled conversion rate.

More than doubled revenue/email with just one test.

POST PURCHASE SERIES

1. Upsell & Cross Sell

Belt with shoe

Shoe care

products/shoe trees

2. Educate

How to care for you

shoes

Rotate and grow your

shoe collection

POST-PURCHASE SERIES

3. Loyalty – Recraft Program

UPSELL TEST: RELEVANT CREATIVE

Generic Manistee Cottonwood Wide Basic

Open Rate 52.56% 53.75% 57.81% 52.19%

CTR 14.30% 14.91% 15.32% 11.48%

Conversion Rate 4.39% 2.68% 1.95% 2.05%

Revenue-Per-Email $0.90 $0.46 $0.33 $0.30

4-6.5% conversion rate consistently over last 6 mo.

$40 increase in AOV with Promo

Test No Promo Promo

Open Rate 58% 46%

CTR 13.9% 12.8%

Conversion Rate 0.89% 4.13%

UPSELL: PROMO REQUIRED?

POST PURCHASE EXPERIENCE: NEW CUSTOMER

day 0 day 0/1 ship date 20 days post ship

Only to customers who purchased shoes but no belt.

Only to customers who purchased a recraftable shoes.

Only to customers who purchased shoes.

Time for a Recraft

30 days post ship 38 days post ship 45 days post ship 350 days post ship

POST PURCHASE EXPERIENCE: NEW CUSTOMER

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49%

23%

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30%

31%

30%

32%

32%

37%

33%

46%

56%

0% 10% 20% 30% 40% 50% 60%

Subscriber is dormant, shows no…

Shopping cart abandon or other type…

Post purchase offer

Post purchase survey

Customer contact at offline locations,…

Customer offers based on coupon…

Messages based on rules related to…

Messages triggered based off criteria…

Customer changes or updates…

Welcome campaign (a series of…

Welcome message (triggered after…

Enterprise

Mid Market

WE’RE AUTOMATED!

Source: The Relevancy Group, LLC/Executive Marketer Survey n=374 11/13, US Only, Mid-Market & Enterprise Respondents

Please select the types of automated trigger campaigns you currently use.

WHAT WE LEARNED

Start small.

Test. Test. Test.

No need to reinvent the wheel.

Be aware of the total customer experience.

Q&A

Have additional questions?

Need help with your triggered email programs?

Contact BlueHornet:

BlueHornetCommunications@BlueHornet.com

619-295-1856