Reeling Them In: How JOHNNY WAS Uses Triggered Emails to Increase Revenue
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Transcript of Reeling Them In: How JOHNNY WAS Uses Triggered Emails to Increase Revenue
Reeling Them In:How JOHNNY WAS Increased Revenue with Triggered Email Campaigns
Ecommerce Marketing Manager
Frederique Meijer
About JOHNNY WAS
• Luxury bohemian women’s clothing and accessories
• Established in 1987• Flagship retail started in 2010,
14 stores today• Started JOHNNYWAS.COM in 2012• Digital marketing team = 1 (me!)
Where We Were…
• Send to entire list, every time• No segmentation• No triggers• Focus on list growth only• MORE EMAIL = MORE MONEY
Starting With Segmentation
Segmentation
• Offer content choice at unsubscribe
• Segment based on engagement after 90 days
• Rude awakening: 1/3 of list was un-engaged
• Re-Engagement workflow
Special Lists
Younger Than 90
90+ Engaged
90+ Un-Engaged
Re-Engagement Workflow
Layer in Triggered Campaigns
90+ Un-Engaged
Re-Engagement
Determines future marketing cadence
Re-Engagement
• Goal: re-engage inactive subscribers• KPIs:
– Open (determines contact’s list membership)– Open Rate (expect to be low)– Click Rate (per content block)
• Long-form creative, content / image focused• New initiatives, fresh imagery, social links
• Direct mail catalog sign-up, new store openings, incentive
Subject: “We Miss You!”Pre-Header: “It’s Been A While… Check Out What We’ve Been Up To!”
Re-Engagement - Results
• Open Rate (Re-Engaged): 5%
• Click Rate: 32%
• Conv Rate: 0.9%
Transactional
• Contracted design/build with Bronto– Order and Shipping Confirmation– Share Wishlist– Forgot Password
• Added minimal shopping CTAs• Tagged links for GA• Monitor volume & metrics
• Showcase bestselling product / dynamic product recommendations
Transactional - Results
• Order Confirmation– Open: 70%– Click: 24%– Conv: 3.3%– Rev/Email: $2
• Shipping Confirmation– Open: 45%– Click: 27%– Conv: 2.8%– Rev/Email: $1.5
• Share Wishlist– Open: 70%– Click: 50%– Conv: 13.6%– Rev/Email: $37
• Forgot Password– Open: 80%– Click: 87%– Conv: 14%– Rev/Email: $42
Welcome
Welcome
• Goal: engage & convert new subscribers• KPIs:
– Open Rate– Click Rate (per content block)– Conversion Rate– Lifetime Engagement
• Bronto Pop-Up Manager + workflow• Two part series, refresh bi-monthly
• Segment content based on sign-up route / purchase history
• Put users on lists based on content engagement• Coupon Manager - % off for first purchase
Welcome Series - Results
• Open Rate: 70%
• Click Rate: 32%
• Conv Rate (Msg 1): 2.3%
• Rev/Email (Msg 1): $1.20
Abandoned Cart
• Triggered from Magento using Bronto extension (Cart Reminder Email)
• Single email, shows abandoned items• Proof of concept to invest in Bronto’s
Cart Recovery App
Abandoned Cart - Results
• Open Rate: 56%
• Click Rate: 40%
• Conv Rate: 18.2%
• Rev/Email: $15.80
Where We Are…
What’s Next…
• Segmentation: engagement + interests / purchase history for daily marketing sends
• Responsive templates• Post-purchase (reviews, how-tos)• Dynamic product recommendations• Search and/or browse abandonment