rinse + repeat: how one executive successfully revamped 3 email programs at 3 brands

RINSE + REPEAT: HOW ONE EXECUTIVE SUCCESSFULLY REVAMPED 3 EMAIL PROGRAMS AT 3 BRANDS

PRESENTATION BY

Tommy Lamb, Director, Loyalty and Retention, TelefloraClaire Yale, Client Success Manager, Bluecore

8 of10marketers are changing

the way they buy technology to some degree

Organizational Roadblocks

CHALLENGE

Three triggers -48 hours

181 Relaxed Straight is still waiting for you…

Abandoned Cart Product Abandonment Category/Search Abandonment

Batik Flowers Top and more… Looking for products like Baseball Henley?

Benchmark Averages

40% More Incremental Conversions Than Abandon Cart

Lucky Brand - Triggered Email Metrics

43%Open Rate

10%Click-through Rate

40%More Incremental Conversions on

Category/Search Abaondment

Countering Existing Beliefs

CHALLENGE

66%of marketers are planning on

making data-centric marketing investments in 2016

Three triggers -9 days

You forgot something…

Abandoned Cart Product Abandonment Category/Search Abandonment

Accessories we think you’ll love. Like what you see?

BCBG eMAIL REVENUE

Triggers represent 25% of all email revenue generated with only 8% more volume

BCBGMAXAZRIA - Triggered Email Metrics

36%Open Rate

10%Click-through Rate

25%Of All Email

Revenue Generated

takeaways• Use customer behavioral data to speak directly

to your customers

• Important to select solutions that do not require a myriad of resources to stand up and support

• Make sure new tech works seamlessly with your existing stack

• Find advocates within your company

Product notifications

Back In Stock New Merchandise

We have your favorites back in stock.

This Just In!See the Latest We Know You're Going to Love.

83%of marketers are investing

in automation technology to free their time to focus on revenue-

producing activities

post purchase

Touch 1 Touch 2

Blooms To Make You SwoonFree Delivery on Your Next Bouquet- Multi-touch approach- Dynamic offers- Ask for a review- Different template

Teleflora - Triggered Email Metrics

200%Increase in CVR

43%Decrease In Opt-Outs

$0.91RPE

takeaways• Challenge existing beliefs - the data does not lie!

• Catalogy Dynamics should be used in conjunction with Customer Behavioral data to increase relevancy

• Broadcast sends don’t need to be batch-and-blast.

• Get creative with classic triggers

QUESTIONS?