email at lululemon…

the challengeHow do we take a traditionally one to many channel

and create a one to one experience?

know your guest

where are they?location

work/home

mobile/desktop

time zone

how & when do they engage?open rates

click ratesfrequency of visit in store/online

what are they interested in?preferences

click maps

purchase history

feedback

reviews

be relevant

what is the message?transactional, welcome, promotional, engagement, announcement

why is it relevant to the guest?

how do you deliver it?device, time of day, triggered message, cadence, dynamic content

be relevant

value guests time

do you have something worth saying?

where are you telling it?

is it convenient?

use innovation, challenge the status quo and evolve how things are done

who’s doing it well?

what technology is available?

does it make sense to my business?

how can you flip it on it’s head?

INNOVATE TO STAY RELEVANT

OPEN RATES SINCE 2007

EMAIL MARKETING AS USUAL ISN’T WORKING

CLICK-THROUGH RATES SINCE 2007

%34 %28

Wall Street Journal, “Stores Smarten Up Amid Spam Flood,” March 9, 2012

CONSUMERS AREN’T WHERE THEY USED TO BE

%38 %62

Movable Ink, US Consumer Device Preference Report: Q2 2013

…AND ISPs ARE CHANGING THE GAME

YOUR CHALLENGE

BE TIMELY.BE RELEVANT.BE CREATIVE.

AGILE MARKETING IS ACTUALITY-BASED MARKETING

AGILE MARKETERS ARE…

FasterLess planning time

Experiment freely

Deploy 5 – 10 times

more campaigns per year

SmarterAdaptive content

Live content

Rules based

Optimized in real-time

MeasurableAligned on broader goals

Go beyond clicks and

opens

Test, refine, repeat

HOW AGILE EMAIL MARKETING CAN HELP

MARKETING LIFECYCLE

PRE-PURCHASE POST-PURCHASE

PROMOTE APP DOWNLOADS IN WELCOME EMAILS

%231 LIFT IN CLICKSto download AEO’smobile app

MULTISCREEN OPTIMIZATION

%13 LIFT IN CONVERSIONSAcross desktop, mobile, and in-store channels

INCREASE URGENCY AROUND SPECIAL OFFERS

X3 TRAFFIC TO WEBSITEcompared to similarpast campaigns

SHOWCASE LIVE WEBSITE CONTENT

%99 LIFT IN REVENUECyber Monday 2012vs. 2011

GEO-TARGET ON THE FLY

%80 LIFT IN CLICK-THROUGH RATEcompared to prior year’s campaign

TEST AND OPTIMIZE IN REAL TIME

Option A Option B

WHICH TEST WON?

Option A

POST-ORDER UPSELL

%4.2 CONVERSION RATE

GET CUSTOMERS TO SHARE THEIR EXPERIENCE

%8 INCREASE IN AOVon social version

MARKETING LIFECYCLE

PRE-PURCHASE

• Promote app downloads• Pull in live content from your website• Drive urgency around limited-time sales• Drive purchasing across multiple

channels

POST-PURCHASE

• Real-time shipping status updates• Upsell with live offers• Encourage user-generated content• Enhance customer service

THE POSSIBILITIES ARE ENDLESS!