Broadcast and Triggered Emails: A Match Made in

Heaven

Fred Swain – Tafford UniformsTwitter: @FredSwain

Loren McDonald - SilverpopTwitter: @LorenMcDonald

Broadcast & Triggers Complement

Email Sophistication Progression

1 to Many 1 to Few 1 to 1

Relevant Emails Rock!

Note: Metrics and salary costs based on JupiterResearch executive survey. Broadcast assumes $3 CPM, and all others assume $4.5 CPM. All assume $89 AOV, 50 percent product margin, and 2.8 million pieces of mail per month.

Low Volume, High ROI

59.8 %Batch Campaigns

40.2%TriggeredCampaigns95.9 %

Batch Campaigns

4.1%TriggeredCampaigns

Sales GeneratedVolume of Emails sent

Triggers

Triggers Aren’t Perfect

• Many moving parts

• Mostly dependent on actions of subscriber

Broadcast Sets Up Triggers

Value of Broadcast Messages

So…

5 Ways to Get More Out of Your Broadcast Messages

5 Things - #1

Welcome Emails Start the Relationship Right

Automated Welcome Letter

• Goes out automatically at sign up

• No matter the source of the subscription

Welcome Series 1

• Subscribers who opted in outside of the purchase process.

• Get the same coupon as part of an onsite promotion - Email becomes friendly reminder.

• Scheduled for the morning after they sign up.

Welcome Series 2

• Goes out to subscribers who opted in outside of the purchase process

• Scheduled for three days after they sign up.

• Tries to build a sense of community

Welcome Series 3

• Explains the features and benefits of shopping with Tafford

• Offers Free Shipping on any size purchase

Welcome Series 4

• Asks for more information

• Offers ability to subscribe to:

•Loyalty Club•Deals

• Or…Request a catalog

Tafford Welcome Series Results

5 Things - #2

Engage Subscribers WithPersonality and Great Content

“Ed” – Fictional persona from Tafford

We created a fictional persona and tested “Ed” creative against tried and true campaigns.

Genie:

Tafford customerslike “campy”

Hybrid – Broadcast + Dynamic Content• General Offer - Site wide sale or free shipping• Dynamic content

– Single Offer– Tailored creative

• Top• Jacket• Tee-shirt

– Same “email” but uses if/then statements based on given criteria to show the correct image.

Offers Applicable to ALL Subscribers

• Product– Introduction– Clearance

• Sale/Promotion– Free Shipping– Discounts

5 Things To Do - #4

“If 3 times per week works,won’t 6 times be even better?”

- Your boss

Increased Frequency:Get the Balance Right

Volume Up, But So is Revenue/Email (King Arthur Flour)

Frequency Tests: 2009-2010

2009• Started with 3X/week

• Tested 3 vs 2 & 1/week

• Based on revenue / customer 3X won, hands down– 2 to 1 and 1.5 : to 1

Late 2009-2010• Tested:

– 3X/week control

– 5X/week

Which Test Won?

Frequency Tests: 2010 - 2011• Freq Test 1

– Ran Dec `10-April `11– Compared 2 static

groups – 3 vs. 7 emails per week

– Compared overall customer spend across all channels

• Freq Test 2– Run May-July `11– Compared two 3x

groups a 5X group to the 7x control

– 3X & 5X about equal– Led to next phase…

3X per week

won each month

Takeaway!

Last 7 months - 3 sends/week has beaten all comers - total revenue

across all channels

Frequency Tests: In Progress

Freq Test #3

• Began 8/1– Testing 3 vs 5 vs 7

– Using customer scores and history to determine frequency of send

Results? TBD

5 Things To Do - #4

Inactives Are a HUGE Problem

Pounding into Inactivity

Missing the Mark

Typical Actives vs. Inactives Ratio

Tafford’s Inactives Challenge

OUCH! Inactives Hurt A Lot

Don’t Wait, Be Proactive

Activate Early Inactives

Tafford Reactivation Examples

Thank You/Loyal(Loyalty club

members) Thank you (0-3 month purchase) We miss you

(3+ month purchase) Try Tafford

(No purchase history)

Using Surveys

5 Things To Do - #5

Things to Test

Landing Page Testing

Good subject lines, creative and copy only get you so far…

Landing Page Testing

Remember to test where your customer lands…

Let Customers Do the Selling

30+% Increase in Orders and Sales

Image Optimization

Product Lifestyle

Which image won (CTRs)?

63% higher CTR

Key Takeaways

• Fred Swain– fswain@tafford.com– Twitter: @FredSwain– Twitter: @Tafford

• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald– Twitter: @Silverpop– Google+: Loren McDonald

Q&A / Contact Information