Actionable Analytics to Improve Email Strategy

  • View
    544

  • Download
    2

Embed Size (px)

DESCRIPTION

 

Transcript

  • 1. Actionable Analytics to Improve Email Strategy An Email Marketing Case Study Erick L. Barney, VP of Marketing
  • 2. Company Profile
    • Founded in 1997
    • Motorcycle gear, apparel and accessories
    • E-commerce pure play
    • Privately held company
    • New e-commerce platform 8/17/07
    • #223 on Internet Retailers Top 500
  • 3. Strategy for Continued Growth
    • Cost Effective Acquisition
      • SEO (Organic and Paid)
      • Affiliate Network
      • Shopping Engines, etc.
      • Traditional Marketing
    • Customer Relationship Management
      • Direct Mail, Box Inserts
      • Exclusive Promotions
      • Loyalty Program Rider Rewards
      • E-mail Our leading touch point!
  • 4. Decision to Outsource
    • In-House Limitations
    • List management tools
    • No delivery reports
    • No open reports
    • No click activity reports
    • No conversion reports
  • 5. ExactTarget / WebTrends Integrated Solution
    • List clean-up and management
    • Established ISP relationships
    • Detailed performance analytics
    • One-to-one Merchandising
    • Testing capabilities
    • WebTrends SmartView
  • 6. Click Activity Overlay
    • Great for presentations
    • Select from various metrics
      • Click through rate
      • Percentage of total clicks
      • Percentage of unique clicks
  • 7. KPI Metrics
    • Delivery Rate
    • Open Rate
    • Click Activity
    • Unsubscribes
    • Conversion Rate
    • Revenue
  • 8. Decisions, Decisions
    • Send Frequency
    • Optimal Send Day
    • Merchandising / Layout
    • C.A.N.I.
    • (Constant and never-ending improvement)
  • 9. Optimization Strategy
    • Deliverability
    • Open Rates
    • Click Rates
    • Conversion
    • WebTrends conversion funnel
  • 10. List Segmentation Methods
    • Purchase Activity
    • Survey on Checkout
    • Email Click Activity
    • 26.6% Open Rate
    • (18.5% non-targeted)
    • 8.7% Click Rate
    • (4.4% non-targeted)
  • 11. Targeted Sends
    • Send Rules:
    • General=Master-(S+D+C)
    • Dirt=D-(DC+SD+CDS)
    • Sport=S-(SD+SC+CDS)
    • Cruiser=C-(SC+DC+CDS)
    • Cruiser/Sport=SC
    • Sport/Dirt=SD
    • Dirt/Cruiser=DC
    • Cruiser/Dirt/Sport=CDS
  • 12. Other Segmenting
    • Click Activity Status
      • Current (within 6 months)
      • 6 months 1 year
      • 1 year +
      • Never
    • Time Zone
    • Payment Type
      • BillMeLater
      • PayPal
      • eBillMe
      • Google Checkout
    • State / Region
    • APO
    • Source
      • Customer
      • Site Opt-In
      • Contest
      • Events
  • 13. One-to-one Merchandising
      • Cart Abandons
      • Products Viewed
      • Related Items
  • 14. Super Deal of the Day
    • One initial email offering opt-in
    • Opt-in ability on SDOD page
    • Opt-out clearly visible, not unsubscribe
  • 15. Social Networking
  • 16. Real Results!
  • 17. 3 Actionable Take-Aways
    • Segment list by subscriber activity, refine send strategy accordingly.
    • Change it up, keep it fresh and relevant. Use multiple layouts and styles.
    • Test rather than assume. What works in one industry may not apply to your own.
  • 18. Thank You! For more information on eTail Baltimore 2010, please visit: www.etaileast.com