The First Year: Building the Right Foundation

Clarks & ClarksUSA.com

Clarks

UK Europe Asia Americas

Wholesale Retail

Clarks Stores ClarksUSA.com

eCommerce Marketing

Email Marketing

ClarksUSA.com Email Program

The beginning

• Need for ESP partner

• Bronto filled need

Campaigns snapshot

Future opportunities

Clarks & Bronto

☮Deliverability peace of mind

♡ Marketing strategy TLC

☺ Knowledgeable support

$ Moved the bottom line

Contact List Growth & Segments

Contacts Clarks

Bostonian Outlet

Kids

Site Registration

Facebook Webform

Sweeps

Feedback Survey

Google Catalog

QR Code

Site Webform

Retail Stores

Deliverability

• Goal: delivery to every customer

• Serve our customers

• Build brand

• Next: re-engagement strategy

Tools, Tips, and Testing

Welcome Workflow• Scalability and creates efficiencies• Tracking sources• Build relationship with customers• Set up workflows easily

Manage Preferences Campaign

Link to preference center in every email

Preference management in online accounts

Dedicated campaign Manage preferences email is sent out quarterly Consistently but not too frequently

Goal Baseline Metric

Resulting Metric

Lift

Increase customer data

May 2012: 3% Contacts had preference data

Feb 2013: 25% Contacts had preference data

8 times more Contacts data in 9 months

Dedicated Manage Preferences Email

Ask customers their preferences Build audiences for future campaigns

• Birthday• Segmentation

Tell customers the benefits Dangle a carrot

Goal Baseline Metric

Resulting Metric

Lift

Increase customer data

Jul 2012: 7.7% Contact Updates

Oct 2012: 16.3% Contact Updates

112%

Birthday CampaignChallenge: Unique coupon code required Give and take Value remainsMonthly campaignDrive revenueBoost goodwillIncentive for customersAdditional data

Results: Conversion rate 3 times greater than marketing emails

Holiday Emails

Get into the holiday spirit 12 days campaign Don’t need an offer every day Product stories Unengaged contacts – set baseline

Watch metrics throughout the season Open rate Unsubscribe rate More than tripled email volume

A/B Split Content Testing

Opportunity Audience KPI Results Understand if lifestyle photography or stylized photography performs better

50/50 split of Clarks segment

This test was measuring if there was a difference in the Click Through Rate between the two versions

Version B Click Through Rate is 3.9% greater than Version A

Lifestyle Version A Click Through Rate is 27.7%

Stylized Version B Click Through Rate is 28.8%

Report InsightsReports help drive decisionsReviewed results Click Rate insight into design and CTA placement

Future Opportunities The Second Year

Upcoming

Refer-a-friend

Re-engagement – clean, healthy list

Sweepstakes – growing our list

More integration with stores

Summary

1. Scalability and efficiencies

2. Deliverability

3. Small steps

4. Testing

5. Report insights

Questions?