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How Tommy Hilfiger Uses Triggered Email Campaigns to
Connect with Customers

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TOMMY.COM EMAIL PROGRAM
• Promotional / Trend: 4 times a week
• Open rate: 15%, click-thru rate: 10%
• Transactional: real-time
• Order, shipment, out of stock, return
• Open rate: 80%, click-thru rate: 15%
• Triggered: real-time
• LIVE: welcome series, birthday, survey
• UPCOMING: viewed/browsed, post-purchase, and many more...

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HOMEPAGE OVERLAY
•Little IT Support
•17% conversion in year 1
•12% Conversion 2 years in

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LIVE TRIGGER EMAIL:
WELCOME SERIES 1
•Triggers in real-time when user signs up
to receive emails
•Includes one-time use promo code
•Open rate: 59%
•Click-thru rate: 34%

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LIVE TRIGGER EMAIL:
WELCOME SERIES 2
•Triggers 7 days after welcome 1
•Asks subscriber for birthday, shopping
preferences 
•Allows us to segment into relevant
messages
•Open rate: 30%
•Click-thru rate: 5%

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LIVE TRIGGER EMAIL:
WELCOME SERIES 3
•Triggers 14 days after welcome 1
•Newsletter format featuring
•Online exclusives
•New arrivals
•Social
•Open rate: 23%
•Click-thru rate: 17%

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LIVE TRIGGER EMAIL:
WELCOME SERIES 4
•Triggers 21 days after welcome 1
•Reminder to redeem offer
•Segmented to those who have not yet
converted
•Open rate: 38%
•Click-thru rate: 16%

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TIE-IN WITH SOCIAL MEDIA

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LIVE TRIGGER EMAIL:
SURVEY
•Triggers 2 weeks after customer places
order
•Open rate: 36%
•Click-thru rate: 5%
•Asks series of customer service
questions
•Learn more about customer
•1/3 bought TH product from Macy’s in
past year
•55% bought from TH store in the past
year

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LIVE TRIGGER EMAIL:
BIRTHDAY
•Triggers 7 days before birthday
•Includes one-time use promo code

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WIN-BACK CAMPAIGNS

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EMAIL MARKETING
THEN and NOW
• Then...newsletter subscribers received the same messages:
not personalized
• Now…newsletter subscribers will receive different creative based on what they browsed,
what they purchased on the site: targeted, segmented and personalized

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TRIGGERED EMAILS (April):
VIEWED/BROWSED
• User views products and/or categories on
tommy.com
• Triggers 24 hours after viewing occurs
• Creative features viewed product +
other recommendations

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TRIGGERED EMAILS (April):
POST PURCHASE
• User purchases on tommy.com
• Triggers 7 days after order ships
• Creative features recently purchased product +
other recommendations

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TRIGGERED EMAILS
Q3 & Q4 Launches
• Now on sale
• Back in stock
• Weather/events/geo-targeting
• Inventory management/seasonality (in place of promotional campaigns)
• Full price shoppers (margin focused)
• Reengagement/win-back (different offer for inactive customer)
• Cross-channel promotions (dual offers & messages for omnichannel customer)

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TRIGGERED EMAILS
Q3 & Q4, Continued
• Dynamic abandoned shopping cart
• Tell us your birthday
• Reengagement/win-back (we miss you…)
• Alerts (personalized, curated products)
• Facebook “likes”

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CONTENT A/B TESTING
REFERRAL PAGES

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CONTENT A/B TESTING
YOU ARE $X AWAY FROM FREE SHIPPING

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CONTENT A/B TESTING
FREE SHIPPING: BADGES ON PRODUCTS > $150

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CUSTOMER ACQUISITION: SOCIAL E-GIFT CARDS
HOW IT WORKS
Lisa’s birthday is coming up I am friends with Lisa on Facebook. I
give Lisa a $10 Sephora gift card for
her birthday
Lisa can use the gift card online
or in-store

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CUSTOMER ACQUISITION: MASTERCARD CARD-LINKED OFFERS
HOW IT WORKS
• Discount applied on statement level
• No more printing out coupons
• Target high-value customers
• Those that shop similar brands
• By channel: online and/or in-store
• Geo-target: nearby stores

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Questions?
Jared Blank
jblank@tommy.com