bare escentuals’ daily deal emails increase sales by 118% during retail’s busiest time of year

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Tuesdays are

a Pretty Big Deal Award-Winning Emails

Problem

Solution

Which one won?

CASE STUDY #1: Email Subject Line Test: ALL CAPS vs Initial Caps

How site visitors voted:

VERSION A: 31% (All Caps)

VERSION B: 69% (Initial Caps)

Which one won?

CASE STUDY #1: Email Subject Line Test: ALL CAPS vs Initial Caps

Actually:

VERSION A (all caps): 13.8% opens, 30% clicks

Which one won?

CASE STUDY #2: Blog A/B Test: Which Email Opt-in Box Got More Email Signups?

How site visitors voted:

VERSION A (76%)

VERSION B (24%)

Which one won?

CASE STUDY #2: Blog A/B Test: Which Email Opt-in Box Got More Email Signups?

Actually:

VERSION B: 122% lift in email opt-ins

Which one won?

CASE STUDY #3:

How site visitors voted:

VERSION A (30%)

VERSION B (70%)

Which one won?

CASE STUDY #3:

Actually:

VERSION A: 75% lift click through rate

Which one won?

CASE STUDY #4: Email content test

Version A: WITH PRODUCT Version B: WITHOUT PRODUCT

A Great Campaign

• Once per week deals – amazing value

• Limited access

• Multi-channel communication

• Use the same creative each week

How We Made It Better

Open Rate Click to Open Sales

Product 13.8% 13.9% -

No product 14.1% 30.4% 6% higher

A|B testing – Measuring customer response

How We Made It Better

Social Media—Listening to our customers

Held Customer Attention

Revenue

0

List Acquisition

May June July August September October November December January February March

Sales

Increased Subscribers and Sales

0

Results: Measurement

• Campaign: Oct 25 to Dec 27, 2011

• 9 total emails

• Average Sales per email: 14% higher than average

• Compared to prior to launching the campaign, our Tuesday sales increased:

– Nov: +35%

– Dec: +118%

Results: Listening to our Customer

Conclusion

• Test, test, test

• Listen to your customers

• Don’t be afraid to change

THANKS