The First Year: Building the Right Foundation
-
Upload
bronto-software -
Category
Technology
-
view
348 -
download
0
Transcript of The First Year: Building the Right Foundation
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?