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How SmartPak Equine
Uses Lifecycle Emails
    to Engage its
Customers Every Step
     of the Way
Copy




                      “Trigger” horse sense



Carey Marston, SmartPak
Loren McDonald, Silverpop
       @careyMKegel   @LorenMcDonald
Everybody loves triggered messages…
Why? Low Volume, High ROI!
Volume of Emails sent        Sales Generated


             4.1%
             Triggered
             Campaigns
                         40.2%
                         Triggered
                         Campaigns    59.8 %
          95.9 %                      Batch
          Batch                       Campaigns
          Campaigns
Copy

…and you’ll be able to leave the office earlier!
…but they can seem so overwhelming…
…so avoid this feeling and…
Copy
Agenda

       Email
      Program
      Overview




                  Sample
Q&A              Lifecycle
                  Emails
SmartPak Background
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
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
SmartPak Email Program




      40 unique
  transactional and
lifecycle emails/day,
   10+ promotional
  emails per month

                                    14 triggered and
                                      transactional
                                    programs in place
SmartPak Email Team




  Business Owners with many requests for email campaigns




Email Marketing Manager                  Email Designer
Where we came from

           Separate
           systems




                        Email starting
New ESP
                        to get respect




             Hired
           Consultant
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
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?
Identify current and “wishlist” campaigns
Email Metrics
   Metrics          Triggered/    Broadcast   Difference
                  Transactional


  Open Rate          27.6%         16.4%       +68.3%


     CTR              5.9%          2.9%      +103.5%

    CTOR             21.4%         17.7%       +20.9%

Conversion Rate      14.6%          6.2%      +135.8%

 Unsubscribe         0.08%         0.14%       -42.9%

    SPAM             0.04%         0.06%       -33.3%

    Bounce           0.63%         0.67%        -6.0%
Sample Lifecycle
   Emails
Welcome Emails Start the
    Relationship Right
Opt-In Welcome
SmartPaks System Welcome - Old Creative
SmartPaks System Welcome - New Creative




                     41% Open Rate
                       5.46% CTR
             Not a direct revenue driver, but
                   not intended to be
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
Autoship Reminder Email
Autoship Reminder Email
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
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.
Cart Abandonment Recovery
(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?
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
Supplement Wizard – No Next Step…
Post-Purchase
“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)
Post-Purchase Review
The results:
•   27.33% open rate
•   1.88% click-through rate

Homepage and off-site display banners




                                        Search results
Post-Purchase Review Email

Product Page          Print Pieces
SmartPaks Cancellation Program - Confirmation
Cancellation Program – 7 Day Follow-Up
Cancellation Program – 42 Day Follow Up
SmartPaks On Hold Program - Confirmation



                               Sent immediately
                               when order is
                               placed on hold
SmartPaks On Hold Program – Follow Ups


                   Sent at 10, 30, 60, 90, 135, 180 days
                   on hold. Slightly different messaging
                   for each time frame
SmartPaks Upsell Emails
                  Sent 7 days after first
                  NON-SmartPaks order to
                  upsell them into the
                  automatic shipment
                  SmartPaks.
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
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
Q & A / Contact Info.
• Carey Marston
   – SmartPak
   – Email Marketing Manager
   – Cmarston@smartpak.com



• Loren McDonald
   –   Silverpop
   –   VP, Industry Relations
   –   Twitter: @LorenMcDonald
   –   Google+: +LorenMcDonald
   –   Pinterest: intevation
   –   lmcdonald@silverpop.com

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SmartPak Silverpop Lifecycle Email Program

  • 1. How SmartPak Equine Uses Lifecycle Emails to Engage its Customers Every Step of the Way
  • 2. Copy “Trigger” horse sense Carey Marston, SmartPak Loren McDonald, Silverpop @careyMKegel @LorenMcDonald
  • 4. Why? Low Volume, High ROI! Volume of Emails sent Sales Generated 4.1% Triggered Campaigns 40.2% Triggered Campaigns 59.8 % 95.9 % Batch Batch Campaigns Campaigns
  • 5. Copy …and you’ll be able to leave the office earlier!
  • 6. …but they can seem so overwhelming…
  • 7. …so avoid this feeling and…
  • 9. Agenda Email Program Overview Sample Q&A Lifecycle Emails
  • 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?
  • 18. Identify current and “wishlist” campaigns
  • 19. Email Metrics Metrics Triggered/ Broadcast Difference Transactional Open Rate 27.6% 16.4% +68.3% CTR 5.9% 2.9% +103.5% CTOR 21.4% 17.7% +20.9% Conversion Rate 14.6% 6.2% +135.8% Unsubscribe 0.08% 0.14% -42.9% SPAM 0.04% 0.06% -33.3% Bounce 0.63% 0.67% -6.0%
  • 21. Welcome Emails Start the Relationship Right
  • 23. SmartPaks System Welcome - Old Creative
  • 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
  • 33. Supplement Wizard – No Next Step…
  • 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)
  • 36. Post-Purchase Review The results: • 27.33% open rate • 1.88% click-through rate Homepage and off-site display banners Search results
  • 39. Cancellation Program – 7 Day Follow-Up
  • 40. Cancellation Program – 42 Day Follow Up
  • 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
  • 46. Q & A / Contact Info. • Carey Marston – SmartPak – Email Marketing Manager – Cmarston@smartpak.com • Loren McDonald – Silverpop – VP, Industry Relations – Twitter: @LorenMcDonald – Google+: +LorenMcDonald – Pinterest: intevation – lmcdonald@silverpop.com

Notas do Editor

  1. 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?
  2. Carey to send Loren 1 row we can dive into
  3. 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
  4. 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?
  5. 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?
  6. 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
  7. 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.
  8. 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
  9. 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
  10. 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).
  11. 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