how perry ellis international drove incremental revenue through triggered emails
TRANSCRIPT
How Perry Ellis International Drove Incremental Revenue
Through Triggered Emails
3 brands.
9 Triggers.
2 Weeks.
Perry Ellis Brands
Perry Ellis: Abandoned Cart
60% 46% 27%Open Rate Open Rate Incremental RPE
Benchmark Averages Cart Abandonment
Apparel Vertical
$4.08 RPE 47.4% Open Rate
13.3% CTR 15.3% Conversion
TOUCH 1 TOUCH 2
callaway apparel: post purchase
48% 44% 50%Open Rate Open Rate Incremental RPE
Benchmark Averages Post Purchase
Apparel Vertical
$0.70 RPE 38% Open Rate
7.7% CTR 4.4% Conversion
TOUCH 1 TOUCH 2
Review
Cubavera: Product abandonment
47%Open Rate
Benchmark Averages Product Abandonment
Apparel Vertical
$1.54 RPE 47.3% Open Rate
12.3% CTR 7.1% Conversion
20%
58.9%
9%
12%
Cart AbandonmentPost PurchaseProduct AbandonmentSearch Abandonment
REVENUE
Farah uk: Product abandonment
60%Open Rate
Benchmark Averages Product Abandonment
Apparel Vertical
$1.54 RPE 47.3% Open Rate
12.3% CTR 7.1% Conversion
2.9%
58%
39%
Cart AbandonmentProduct AbandonmentSearch Abandonment
Shipping Promo
REVENUE
Wait! let’s look at dynamic content.
Rafaella:
Category & Search abandonment
36%Open Rate
Benchmark Averages Category & Search
Abandonment Apparel Vertical
$0.69 RPE 42% Open Rate
8.4% CTR 5.5% Conversion
33%
1.8%9%
56%
Cart AbandonmentPost PurchaseProduct AbandonmentSearch Abandonment
REVENUE
B
Takeaways• Does not take a year and a day to launch more than one trigger
• Important to select vendors that can scale with efficiency
• Multi-touch approach
• Include Best Sellers or Related Products for upsell
• Dynamic Content can save time and offers can assist with a sale
• Try other recipes higher up in the funnel for incremental revenue
2016 Email roadmap:
Product Notifications
Price Decrease New To Sale
2016 Email roadmap:
Product Notifications
Low Inventory Back in Stock
Prioritization & Frequency
Original penguin - live segments
Bluecore 2015
Campaigns
Triggers
Segments
Creatives
Sent Emails
Crystal Window
CAPTURE
DISPLAY
DASHBOARD
DATA
B
Takeaways• Catalog data can create a customer service-like email service
• Promotional sends don’t need to be batch & blast
• Get creative with your segments
Questions?