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?
