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LCMC: Email movers and shakers - Part 1

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Page 1: LCMC: Email movers and shakers - Part 1
Page 2: LCMC: Email movers and shakers - Part 1

email at lululemon…

Page 3: LCMC: Email movers and shakers - Part 1

the challengeHow do we take a traditionally one to many channel

and create a one to one experience?

Page 4: LCMC: Email movers and shakers - Part 1

know your guest

where are they?location

work/home

mobile/desktop

time zone

how & when do they engage?open rates

click ratesfrequency of visit in store/online

what are they interested in?preferences

click maps

purchase history

feedback

reviews

Page 5: LCMC: Email movers and shakers - Part 1

be relevant

what is the message?transactional, welcome, promotional, engagement, announcement

why is it relevant to the guest?

how do you deliver it?device, time of day, triggered message, cadence, dynamic content

Page 6: LCMC: Email movers and shakers - Part 1

be relevant

Page 7: LCMC: Email movers and shakers - Part 1

value guests time

do you have something worth saying?

where are you telling it?

is it convenient?

Page 8: LCMC: Email movers and shakers - Part 1

use innovation, challenge the status quo and evolve how things are done

who’s doing it well?

what technology is available?

does it make sense to my business?

how can you flip it on it’s head?

Page 9: LCMC: Email movers and shakers - Part 1

INNOVATE TO STAY RELEVANT

Page 10: LCMC: Email movers and shakers - Part 1

OPEN RATES SINCE 2007

EMAIL MARKETING AS USUAL ISN’T WORKING

CLICK-THROUGH RATES SINCE 2007

%34 %28

Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012

Page 11: LCMC: Email movers and shakers - Part 1

CONSUMERS AREN’T WHERE THEY USED TO BE

%38 %62

Movable Ink, US Consumer Device Preference Report: Q2 2013

Page 12: LCMC: Email movers and shakers - Part 1

…AND ISPs ARE CHANGING THE GAME

Page 13: LCMC: Email movers and shakers - Part 1

YOUR CHALLENGE

BE TIMELY.BE RELEVANT.BE CREATIVE.

Page 14: LCMC: Email movers and shakers - Part 1

AGILE MARKETING IS ACTUALITY-BASED MARKETING

Page 15: LCMC: Email movers and shakers - Part 1

AGILE MARKETERS ARE…

FasterLess planning time

Experiment freely

Deploy 5 – 10 times

more campaigns per year

SmarterAdaptive content

Live content

Rules based

Optimized in real-time

MeasurableAligned on broader goals

Go beyond clicks and

opens

Test, refine, repeat

Page 16: LCMC: Email movers and shakers - Part 1

HOW AGILE EMAIL MARKETING CAN HELP

Page 17: LCMC: Email movers and shakers - Part 1

MARKETING LIFECYCLE

PRE-PURCHASE POST-PURCHASE

Page 18: LCMC: Email movers and shakers - Part 1

PROMOTE APP DOWNLOADS IN WELCOME EMAILS

%231 LIFT IN CLICKSto download AEO’smobile app

Page 19: LCMC: Email movers and shakers - Part 1

MULTISCREEN OPTIMIZATION

%13 LIFT IN CONVERSIONSAcross desktop, mobile, and in-store channels

Page 20: LCMC: Email movers and shakers - Part 1

INCREASE URGENCY AROUND SPECIAL OFFERS

X3 TRAFFIC TO WEBSITEcompared to similarpast campaigns

Page 21: LCMC: Email movers and shakers - Part 1

SHOWCASE LIVE WEBSITE CONTENT

%99 LIFT IN REVENUECyber Monday 2012vs. 2011

Page 22: LCMC: Email movers and shakers - Part 1

GEO-TARGET ON THE FLY

%80 LIFT IN CLICK-THROUGH RATEcompared to prior year’s campaign

Page 23: LCMC: Email movers and shakers - Part 1

TEST AND OPTIMIZE IN REAL TIME

Option A Option B

WHICH TEST WON?

Option A

Page 24: LCMC: Email movers and shakers - Part 1

POST-ORDER UPSELL

%4.2 CONVERSION RATE

Page 25: LCMC: Email movers and shakers - Part 1

GET CUSTOMERS TO SHARE THEIR EXPERIENCE

%8 INCREASE IN AOVon social version

Page 26: LCMC: Email movers and shakers - Part 1

MARKETING LIFECYCLE

PRE-PURCHASE

• Promote app downloads• Pull in live content from your website• Drive urgency around limited-time sales• Drive purchasing across multiple

channels

POST-PURCHASE

• Real-time shipping status updates• Upsell with live offers• Encourage user-generated content• Enhance customer service

Page 27: LCMC: Email movers and shakers - Part 1

THE POSSIBILITIES ARE ENDLESS!