PANEL:

Growing Email Lists and Engaging Customers with Social Media

• Magdalena Georgieva, Inbound Marketing Manager

HubSpot, Inc.

• Jordan Cohen, VP of Business Development

Pontiflex, Inc.

• Liz Ryan, Email Marketing Manager

Threadless

• Lindsay Massey, Marketing Director

Freshpair

Panelists:

• Sergio Balegno, Director of Research

MarketingSherpa

Moderator:

Liz Ryan

Director Email Marketing

Threadless

Case Study: Threadless Holiday Email Program - Subscriber drive, re-engagement and list optimization

Tees in Space

Case Study Background

• The Company: Threadless

• The Marketplace:

• A design company

• An online community

• A t-shirt retailer

• An innovator

• The Product: Holiday Season Marketing 2009 and 2010

• Current Stats:

• Email list: 1 million+

• Twitter followers: 1.5 million+

• Facebook Fans: 220,000+

Case Study Background

Case Study BackgroundThreadless Userverse

Facebook Fans

Twitter Followers

• Re-engage lapsed subscribers, buyers and community members

• Grow email subscriber list

• Collect additional demographic information for targeting

• Drive sales through targeted, timely messaging

Holiday Season Program Objectives

Increase engagement through messaging

• Beef up subscribership

• Engage users

• Increase visibility among segments

• Optimize triggered email campaigns

• Send targeted content to segments

Holiday Season Tactics

Welcome Email Program

• Welcome subscribers

• Welcome members

• Welcome new buyers with a coupon to repeat buy

Tactics 2009 Holiday Email Programs

Re-engagement

• Offered coupon to subscribe

• Messaged members and buyers with personalized content at significant times

Tactics 2009 Holiday Email Program

Subscriber Drive

• Offered coupon to subscribe and/or additional customer profile information

• Used Facebook, Twitter and emails to members and Buyers to elicit subscribership

Tactics 2010 Holiday Program

Email Program

• Increased email cadence from two to three times per week based on product release schedule

• Maximized timeliness of emails to coincide with product release and promotions

• Email-only coupon offer

• ‘Share with a friend coupons’ for loyal buyers

Tactics 2010 Holiday Program

Social Media Program

• “Spacebook” - “Tees in Space” theme.

• Added optional newsletter sign up to Facebook contests (example: “Be a Pal for a $5 coupon rally”)

• Enhanced subscriber drive with call out in Facebook and Twitter.

Tactics 2010 Holiday Program

2009

• 120% year-over-year email revenue growth

• Increased User-verse 16%

• Increased Subscribers 22%

• Increased Members 17%

• Increased Buyers 76%

Results: 2009 Holiday Email Marketing Program

2010

• 50% year-over-year email revenue growth

• 29% subscriber list growth

• Added 140k+ Facebook ‘likes’

• Added 83k+ Twitter Followers

The Dramatic Conclusion

Commentary from Expert Panelists

Lindsay MasseyMarketing Director Freshpair, Inc.

Case Study: How Freshpair successfully integrated email and social media to achieve a higher ROI

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• Acquire new customers and generate additional revenue

• Expand the reach of email content to social networks

• Increase email list and social fanbase

• Establish long-term strategy to address multiple channels

Cross Channel Marketing Goals

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Phase I:

• Continue to include ‘like us’ in emails ongoing

• Expand reach of marketing messages through SWYN links in emails

• Include email content teases on social sites to drive email acquisition

• Increase fan base through dedicated social acquisition email

• Expand onsite social acquisition messaging

o Onsite banners

Generic messaging on high-level pages

• Inclusion in package inserts

Approach

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Phase II:

• Include SWYN links in ‘shareworthy’ emails ongoing

• Dynamic messaging in transactional messages

• Inclusion of benefit-oriented ‘like us’ messaging in Welcome stream

• Target onsite banners with relevant social message

• Develop long-term strategy

oMinimum onsite display requirements

Approach (cont’d)

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Marketing Plan

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• Include SWYN links to expand the reach of marketing messages

• Focus on ‘shareworthy’ messages

• Retarget messages to SWYN link clickers in an effort to reach mass influencers

Share Us… Please!

Posting Promotions is Easy

Social Dedicated Emails

• Subject 1: Friends with Benefits -Fan Us on Facebook & Save

• Subject 2: 20% Off When You Like Us – Offer Expires Tomorrow Night

• Targeted to active customers

• 25% increase in fanbase per send

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Incentive to Like - Delivered Instantly

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• FB promotional banners on Men’s and Women’s stores, highly trafficked product pages and order confirmation pages

Onsite Promotion

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Don’t just rely on email and website…

• Included in all packages

• Promotes email sign-up as well as Facebook and Twitter

Results

• Update email welcome stream to feature consistent promotion of social channels

• Update transactional message to include dynamic targeted social promotion

• Monitor what content is ‘shared’ and target SWYN clickers with this content

• Establish consistent placement of Join Us banners on site

• Continue to cross-promote email and social

Next Steps…

• Email Service Provider: Responsys

• Onsite test and target platform: Monetate

Credits

Commentary from Expert Panelists

Question-and-Answer Session