SmartPak Equine uses lifecycle emails to engage customers throughout their journey. Triggered emails have higher ROI than batch emails, with triggered campaigns generating 40.2% of sales from 4.1% of emails sent. SmartPak sends 40 unique transactional and lifecycle emails per day and 10+ promotional emails monthly. Sample emails include welcome emails, order reminders, cart abandonment recovery, and post-purchase reviews. The goal is to speak to customers in a timely manner throughout their lifecycle to increase engagement, conversion and retention.
11. About SmartPak
• Founded by riders and horse owners for
riders and horse owners
• Finding a better way to administer
supplements led to a quest for
discovering innovative, smarter
products
• Convenience, peace of mind, time
savings Benefits:
• How SmartPaks work: • Fed right every time
• Custom orders
• Delivered free, monthly
12. SmartPak Email Program
Email Volume
Transact. &
Triggered
Promotional 12%
88%
• ~1MM+ emails sent, per
month
• Email generates 30% of
all online marketing
revenue
Email Revenue
Transact. &
• Healthy transactional Triggered
and triggered email Promotional
70% 30%
program drives high
return
13. SmartPak Email Program
40 unique
transactional and
lifecycle emails/day,
10+ promotional
emails per month
14 triggered and
transactional
programs in place
14. SmartPak Email Team
Business Owners with many requests for email campaigns
Email Marketing Manager Email Designer
15. Where we came from
Separate
systems
Email starting
New ESP
to get respect
Hired
Consultant
16. How we did it? – Phased Approach
• Identified critical segments and articulated the goals for each (e.g.
convert supplement bucket buyers to SmartPaks buyers)
1
• Mapped out existing email framework to understand the flow from
one lifecycle stage to the next (and identify gaps!)
2
• Prioritized opportunities and executed (while keeping an eye on
simplicity and automation to make the most of our limited resources)
3
• Completed relational tables integration
4
• Our motto: Pilot > Optimize > Automate!
5
17. How we did it
What marketing What marketing What What marketing What marketing
programs will programs marketing programs programs will
help will help programs will will help help
you capture you convert help you grow you ensure you win
new email prospects to customer customer back lost
addresses? customers? value? loyalty? customers?
24. SmartPaks System Welcome - New Creative
41% Open Rate
5.46% CTR
Not a direct revenue driver, but
not intended to be
25. Welcome Email #2
“Carey, we hope you are enjoying your SmartPaks”
Reiterate the value
that other customers
find with SmartPaks
• Sent 7 days after the 2nd
shipment
• 34.5% Open Rate
• 8.9% CTR
• Goal – increase retention
of new customers
28. Autoship Reminder Email
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed
The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate
Replace with real time
products based on
purchase behavior
29. Reminder Email 2
• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate
Since launching the
2nd reminder
email, we are seeing
ADDITIONAL
revenue (almost
double) being
generated from this
campaign.
31. (Old) Abandon Cart
• No link back to
website
• No link back to
products
• Passive
language
• No value why
to order from
SmartPak
• Can only call or
email to
reorder?
32. Abandon Cart Next step add in
price and average
reviews
The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Next step add
in price and
average
reviews
35. “Customer input gives shoppers the
confidence to buy, increasing
sales, conversion, average order
value, and more.” Source:
Post-Purchase Review
Bazaarvoice
• Launched home-grown product review tool in
Subject Line: “Please rate & review
your recent SmartPak purchase” early 2006
– Gathered 5,000 customer reviews
• Use Bazaarvoice (launched January 2009) to
handle customer reviews
• Sent generic broadcast email to customers to
review products they have purchased
• Launched a daily triggered email to review first
time ordered products 21 days post-purchase
– Currently have over 50,000 product reviews
Customer
receives Post-
Customer Orders Automated email
Customer Purchase Review
Fed to Silverpop triggered if query
Purchases Email
(Nightly) criteria met
(21 days after
purchase)
41. SmartPaks On Hold Program - Confirmation
Sent immediately
when order is
placed on hold
42. SmartPaks On Hold Program – Follow Ups
Sent at 10, 30, 60, 90, 135, 180 days
on hold. Slightly different messaging
for each time frame
43. SmartPaks Upsell Emails
Sent 7 days after first
NON-SmartPaks order to
upsell them into the
automatic shipment
SmartPaks.
44. Upcoming Goals:
Delivery confirmation email
Automate inactive subscriber re-
engagement
Browse Behavior
Anniversary
Wishlist reminder
Customer-centric conversion
Creative/brand refresh on all current
triggered emails
Real-time product recommendations
Integrated marketing database
Post-purchase upsells and cross-sells
45. Takeaways
Have an action plan
Map out your existing framework and where you
want to go
Don’t get overwhelmed
Prioritize based on business goals
Test
Speak to your customers in a timely manner
Analyze your business and what value you want to
give to your customers via email
Promotional emails on one platform, triggered/transactional emails internal systemReporting restrictions, slow to update, limitations with internal systemNo way to manage, easily make updatesEmail was beginning to become a respected channelResources given to emailEmail consultant to assist in mapping out updates as well as a roadmap and lifecycle planMoved to a ESP that could handle our needs for an integrated systemBig investment, but also freed up IT timeHow did we make this happen with everything we had going on and still grow 40% YOY? Make a bubble that pops even more…Where should companies start if they don’t have a budget?
Carey to send Loren 1 row we can dive into
It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
2 part email series:Sent to customers the first time they order SmartPaks, immediately after purchaseFollow-up email triggered 35 days after first ship dateGoal: Increase retention and answer common customer questionsFirst time customers have many questions with new orderHow do I feed them?How many do I feed?When do they ship?Why is my next order being billed so soon?A poor experience or confusion with a first time order can lead to uncertainty in the company and programGive our customers a sense of knowledge, trust in the programHighest drop off between the 1st and 3rd shipmentsHow can we change that behavior?
First time customers have many questions with new orderHow do I feed them?How many do I feed?When do they ship?Why is my next order being billed so soon?
It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
Sent 3 days before order is scheduled to be shippedServes as a reminder to customer that they can still add one-offitems to their order and not pay additional shipping22.9% Open Rate6.7% CTR$0.98 RPE22.8% Conversion RateTO NOTE: *Since launching the 2nd reminder email, we are seeing ADDITIONAL revenue (almost double) being generated from this campaign. It does not appear that revenue from the first is beingtransferred to the 2nd.
It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline
Over 3,000 shopping cart abandoned emails sent, per monthSegment versions between supplies versus SmartPaks cart abandonmentSent in AM to customers who abandon cart day prior
Customer fills out “wizard” online and we give them a custom supplement program for their horse.This is sent if no action is taken (did not add to cart or purchase).
It is not just about how social media has changed our approach but now because of lack of trustabout co-ordinating across multiple channels both digitally and offline