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Trends in Retail Email
- 1. Trends in retail email Kieran Cooper, Lyris Association of British Orchestras, Digital Managers’ meeting, 8 April 2011
- 3. Don’t teach your Grandmother… 3
- 5. The Lyris Retail Email Audit Audited 75+ retail email marketing programs Tracked and analyzed email marketing trends Determined marketing leader best practices 5
- 6. The Lyris Retail Email Audit 6
- 7. Best Practices – Opt-in Incentives 30% of audited retailers drive opt-ins with an incentive Discounts Promotions Contests Free Shipping 7
- 8. Best Practices – Opt-in Incentives 8 American Apparel 15% OFF Sweaty Betty Contest MyPaperShop Tea Collection 10% OFF
- 9. Best Practices – Discounts & Promotions Free Shipping Over 50% of retailers offered some form of free shipping Welcome offers 29% of retailers provided a Welcome Letter offer Flash Sales 16% of retailers offer time-based promotions 3 Hour Sale, Mid-Day Sale, Free Shipping until Midnight 9
- 10. Best Practices – Free Shipping 10 American Eagle – Free Shipping 3+ Items My Paper Shop – Free Shipping Tea Collection – Free Shipping on $150 Orders
- 11. Best Practices – Welcome Offers 11 American Apparel: 10% Off Tea Collection: 10% off
- 12. Best Practices – Flash Sales 12 Sweaty Betty – Save 75% off until Midnight
- 13. Best Practices – Social Media Social Media was one of the highest ranked email tactics 54% of retailers included a Facebook link 47% of retailers included a Twitter link 14% of retailers included a YouTube link 13
- 14. Best Practices – Social Media Links 14 Tea Collection: Social Media Links
- 15. Best Practices – Multiple Touch Points Hoodie Promotion Email Hoodie Promotion Web Hoodie Promotion Twitter Hoodie Promotion Facebook 15
- 16. Best Practices – Social Media Value Retailer Facebook fans ranged from a few thousand to several million Victoria Secret tops the charts with 11.7M Estimated value of a Facebook fan is $136* 16 * Source - Syncapse
- 17. Best Practices – Clicks to Bricks 50% of retailers leverage a clicks to bricks strategy Store locater links Printable coupons redeemable offline In-store sampling offers In-store push when holiday shipping dates are near 17
- 18. Best Practices – Clicks to Bricks 18 Tea Collection American Eagle American Eagle
- 19. Best Practices – Mobile Links 39% of retailers feature a mobile link 45% of web mobile use is spent checking email Reaches users anytime, anywhere Prevents the quick delete from “mobile email triage” 19
- 20. Best Practices – Mobile Links Mobile Version Email Link
- 21. Best Practices – Preference Centers 20% of retailers feature full preference centers 30% of retailers offer a frequency preference as part of the unsubscribe process Preference center benefits: Cement the initial brand-customer relationship Allow for future segmentation and targeting Create greater relevance Boost open rates 2 X Reduces unsubscribe attempts 21
- 22. Understanding your customer’s DNA Declared data Past purchase data Behavioural data 22
- 23. Meet your Match 23
- 24. Courtship: the sign up
- 25. Getting to know you: welcome email
- 26. It can be complex… 26 Online data Store data WP 2 WP 1 WP 4 WP 3 IN-STORE SIGNUP CATALOGUE REQUEST IN-STORE & ONLINE ONLINE NEWSLETTER SIGNUP ACCOUNT CREATION BUT NO PURCHASE Catalogue by post5% Off Welcome & Confirmation Email E-newsletter Signup form Welcome & Confirmation Email Welcome & Confirmation Email Thank you page TEXT Confirmation Email TEXT Confirmation Email TEXT Confirmation Email IF NO PURCHASE HTML Confirmation Email Preferences Signup form Preferences Signup form Preferences Signup form Email with a new 15% Off Code TEXT Confirmation Email Thank you page Thank you page Thank you page Preferences Signup form Regular Weekly Regular Weekly Regular Weekly Thank you page Webpage Email Form Regular Weekly
- 27. But it doesn’t have to be 27
- 28. Either way, it adds value Typically, customers who have been through a welcome program are: Twice as likely to open an email Twice as likely to click on the links in it AT LEAST twice as likely to buy from you It’s the cornerstone to knowing your customer 28
- 29. Best Practices: Email Frequency Retail frequency varies from 1 to 7 sends per week Average frequency is 3 times per week Most popular send days are Monday, Thursday and Friday 29
- 30. Best Practices: Loyalty Programs 10% of retailers offer a rewards of loyalty program Creates a sense of exclusivity Fosters long term relationships Generates repeat sales Program offers Discounts on future purchases Free products/rewards Product samples 30
- 31. Best Practices: Loyalty Programs 31 Matches American Apparel
- 32. Best Practices: Philanthropy 10% of retailers feature philanthropy campaigns Creates a goodwill halo Tends to have a viral effect Select charities that tie in with the brand and customer 32
- 33. Best Practices: Philanthropy 33
- 34. Best Practices: Targeting Data collection Registration questions Preference centers Unsubscribe/frequency preferences Web behavior tracking Purchase behavior Data types Demographics User preferences Behavioral characteristics 34
- 35. Best Practices: Targeting 35 Matches for Men Matches for Women
- 36. Best Practices: Targeting 36 “High-End” Customers: New Merchandise “Promotion-Oriented” Customers: Flash Sales
- 37. Best Practices: Behavioral Targeting Questions to consider Where do they primarily shop? Online, at stores, via catalog? What category do they buy? Petite or plus size? Road bike or mountain bike? How do they pay? Your retail brand card or PayPal? How engaged are they? Loyalty club members? What did they recently browse for? A veil and gown or bridesmaid dresses 37
- 38. Just in, Just for You Dynamic content based on Declared data Past purchase data Observed behaviour Highlights value of true personalisation 38
- 39. Right person, right place, right time A surge in mobile visits – and commerce A result of targeted mobile email or the reason to focus on it? 39
- 41. We have stock... but not much Which is the better indicatorof likely purchase? Past purchase data Declared data Observed web behaviour 41
- 43. viewed Boudicca online in past week
- 44. Declared
- 45. welcome program
- 46. Previously purchased BoudiccaAnd the winner is…?
- 47. Retail Market Trends There’s a maze of new tools, mediums and devices impacting the market Location-based marketing Buying groups Member-only sites Shopping aggregators Social Media: Phase II Device proliferation 43
- 48. Trends: Location-Based Marketing What is location-based marketing? …when smart phones and location-based social networks connect, allowing users to interact at specific physical locations. 44
- 49. Trends: Location-Based Marketing How does it work? Users use smart phone apps to “check-in” at their location Checking in earns users merchant rewards, badges or other incentives Users alert friends to their location and share suggestions/tips Retailers provide app-specific incentives to drive check ins 45
- 50. Trends: Location-Based Marketing Facebook Places 30 million subscribers Foursquare 6.5 million subscribers Loopt 4 million subscribers Gowalla 1 million subscribers 46
- 51. Location-Based Marketing - Promotions First “check-in” offers Example: 10% off your Radio Shack purchase with first “check-in” Repeat “check-in” offers Example: Check in 10 times and get a free appetizer Mayor offers Example: The mayor for every Sephora store gets a free makeup kit What’s Nearby? Example: Many apps highlight nearby offers to drive shoppers to their location 47
- 52. The Jimmy Choo Foursquare Campaign Participants invited to “check in” at various London locations First customer to “check in” at each location gets a free pair of Jimmy Choos High-end locations reinforce prestige brand image Entire event profiled on Twitter 48
- 53. Location-Based Marketing - Opportunities Drive repeat visits/customers Attract new customers Generate sales in the off season Collect information about your customers Drive viral 49
- 54. Location-Based Marketing - Implications Attention shifting from a static to a dynamic web Retailers must learn how to sell you an item 10 feet away, through your phone When customers engage with a place, in a moment, retailers can join that moment While apps get buzz, email will continue to be key to remind, nurture and promote these services 50
- 55. Trends: Social Media 2.0 Strategies to grow your “likes” and “fans” Listening in and learning from your customers Building a direct relationship with those who engage 51
- 56. Trends: Social Media 2.0 Growing your fans Offers and promotions Contests Sharable content 52
- 58. Good deeds
- 62. Trends: Social Media 2.0 Building a relationship with your customers 55
- 63. Trends: Mobility 2.6 billion mobile devices worldwide 45% of web mobile is spent checking email Mobile email triage is on the rise 56
- 64. Trends: Mobility How to leverage Format for mobile Be concise Test for every platform Use a mobile-friendly site or landing page 57
- 65. Trends: Mobility 9% of retailers feature a mobile shopping app Browse and shop from your phone Find a store using GPS technology Learn about special events and promotions Review previous purchases Access your loyalty account Create shopping lists 58
- 66. Neiman Marcus Trends: Mobility Sephora Walgreens REI Crate & Barrel Target Sunglass Hut
- 67. The future Predictive marketing Email is definitely not dead But who knows what will come along….
Notas do Editor
- I was always unhappy about presentations from the ‘real world’ that assumed the arts was way behind on thingsI know that plenty of the things I’m going to talk about are already being done by arts orgs – and done better in some cases – but I hope there will be some nuggets that might be useful. If not, just pat yourself on the back that you’re up there with the best!
- These slides were prepared for a webinar to US customers and I haven’t translated them – either in spellings on in idiom. May even be some verb crimes in there…
- What are the best practices and what are the cutting-edge techniques today’s top retailers are using?Lyris wanted to find outPerformed an audit of more than 75 retailer’s email programsDetermined best practices and trends that we can learn from
- And what you see in this slide basically gives you an idea of the most and least commonly used tactics that retailers are employingAs you can see, the majority are doing things like including Facebook links in their email campaigns and offering free shipping, but far fewer are engaged in tactics like contests and free samples.Let’s take a look at some of the best practices we were able to glean from the survey
- Retailers know that getting a consumer to become a subscriber is worth its weight in gold, because when they provide their email, you have the chance to continue the conversation with them.In fact, some retailers—around 30%--offer some sort of incentive or promotion just to get people to sign up
- Here are examples of financial offers but non financial offers like newsletters and party ideas from MyPaperShop are also effective.
- Opt-in incentives aren’t the only tactics that retailers are employing.They’re also leaning heavily on the tried and true staple of free shipping, which was actually the number one discount offer during holiday 2010Additionally, almost a third of retailers profiled offered some sort of offer within the Welcome letter sent to the recipient upon subscribingAnother tactic that is less common but gaining popularity is that of the flash sale, which uses a limited time frame to create a sense of urgency and spur consumers to take action.
- Free shipping was the number one discount offer during holiday 2010
- A new promotion trend is flash sales. These time-based promos create a sense of urgency. This email promotion here from SweatyBetty, a UK sportswear company, is offering 75% off select merchandise through midnight.
- As you saw from our retail audit screen a few slides back, many retailers are including links to their social media profiles, with Facebook links enjoying a slight lead over Twitter linksLinks are crucial to driving fans and followers
- When it comes to social media links, consistency is keyEnsure your social media links are available in all campaignsConsider them as much a part of your email campaigns as you do your mailing address and other CAN-SPAM compliant info
- Building upon the social media links, another technique we see retailers really benefiting from is the practice of multiple touchpoints Retailers create one campaign and then integrate it throughout the social media channels in which they participate, in addition to on your website and in your email campaignsThis maximizes the value of your investment and reinforces your brand and your campaign’s messaging
- Having a lot of Facebook fans isn’t just about winning a popularity contest; it can actually have an impact on your company’s bottom lineSyncapse estimates the value of a Facebook fan at $136 dollars, which means that Victoria’s Secret Facebook page is worth about $1.6 billion
- Another trend we noticed was that more retailers were employing a clicks to bricks strategySometimes—like when shipping deadlines are tight or in-store sales are slow—it makes sense to send people to their local storeAt the very least, offering a store locator link on your website and in your email campaigns should be a best practice
- Just under 40% of retailers profiled included a ‘mobile’ link in their campaignsConsidering that almost half of mobile web use is spent checking email, expect the number of retailers offering mobile links to rise
- Customers may stay if they control frequency and/or contentThat said, only 30% of retailers send subscribers to a preference center upon unsubscribe, and a mere 20% feature preference centers that go beyond basic frequency preferencesPreference centers offer retailers a variety of benefitsCement the initial brand-customer relationshipAllow for future segmentation and targetingCreate greater relevanceBoost open rates 2 XReduces unsubscribe attempts
- The age old email marketing question remain the same—how often should you send, and what day of the week is best?According to our audit, retailers send an average of 3 emails per week, and Friday is the most popular day for sending mails
- Loyalty programs, even those without a branded credit card, can do an excellent job of creating a repeat visitor who is strongly engaged with the brandSadly, only 10% of retailers are taking advantage of a loyalty programLoyalty programs can offer rewards in a variety of creative and cost effective ways
- Perhaps it is a sign of recent tough economic times, but only 10% of retailers took advantage of promoting philanthropy in their email campaignsGiven the benefits of philanthropy both to the charity and to the brand, we hope to see more of this as marketing budgets continue to stabilize and marketers continue to look for ways to differentiate their offerings
- As email marketers, you’re familiar with the power of targeting and segmenting subscriber groupsCollect data from every possible avenue in order to create accurate visitor profiles, considering both what the user tells you and what their actions show you
- Here matches is targeting their offers based on gender selection.
- Many retailers target customers based on past-purchase history. Discount shoppers receive “flash sales” notifications while “full-price” customers might receive a new merchandise notification.
- When you’re looking at your behavioral data, it makes sense to come up with a core list of questions that are relevant to your specific businessFor example, you may want to know where they’re doing their shopping, if they’re spending time shopping in one particular department or for one particular type of item.What’s their level of engagement? And what kinds of inferences can you draw based on what their user behavior shows you?For example, if they spent 60 minutes searching for a veil and gown and only 5 minutes looking at bridesmaid dress choices, would it be safe to assume that this visitor is a bride to be? If so, think about how your may market to her in the future as a result of this knowledge. Segment your users and target accordingly
- Example of the pages on the Matches website where we observe that someone has in interest in niche fashion designer, Boudicca
- A bit of audience participation here: which of these techniques produced which response? The winner is behaviorally targeted email
- The ecommerce market is enjoying strong growth and is rapidly evolvingThere are a ton of new tactics, mediums and devices that are changing the way that retailers are doing (and will do) businessLet’s take a look at a few of these new offerings
- If your friend has ever been named ‘mayor’ of the local Chili’s restaurant, you’ve witnessed location-based social marketing first handLocation based marketing is simply marketing to a user on a mobile device while he or she is at a specific place
- Location based marketing works by encouraging people to check in to locations—typically retail locations—on their phoneChecking in not only alerts their friends as to where they are, but also can earn them rewards and prizes ranging from a badge that goes on their Facebook page to a free dessert on the houseAllows users to continue the conversation with their friends while they are on the go, and to allow their friends to keep up with them, even if they are physically not with them
- If you think location based marketing is a passing phase, don’t tell that to the 41.5 million combined subscribers on the top 4 location-based network platforms.
- Location based marketing promos can encourage both first time and repeat visits. They can also reward your business’ super users (the ‘mayors’ who spend the most time there each month)You can also introduce your brand to new consumers through the what’s nearby section of the app that allows users to see offers from merchants who are close to their current location
- A great example of location-based marketing, and integrated marketing, was the Jimmy Choo Foursquare campaign that sent Facebook fans on a real-world scavenger hunt to get their hands on a free pair of shoes
- Location based marketing offers yet another medium within which you can connect with your customersConsider using location based marketing to attract new customers or drive repeat visits, in addition to helping you stay busy during leaner times
- Just as we’ve gone from radio to tv and print to digital, we’re moving from a static web to a dynamic webConsumers are always connected, and even when waiting in line at your store, have the chance to completely tune out their surroundings and engage with their technology, e.g. their smartphonesAs a result, retailers may need to shift the focus from point of sale displays and move some of that energy toward getting a relevant offer on your mobile phone while you’re standing at the checkoutAll of this new technology is great, but email will continue to be the backbone of most marketers’ successful online efforts
- Social Media links in email campaigns are largely mainstream. Phase II involves…Listening to what your fans say, good, bad, or indifferent, and learning from themSpeaking directly to those who are speaking directly to you.
- There are a variety of ways to grow your fan base…and as we’ve already discussed, growing your fan base is not only good for the ego, but potentially for the bottom line
- What makes Content Shareable? There are some motivating factors that can increase the “viral” effect of content. Incentives such as a sample product, discounts or free shipping tend to get passed along. Here is a good example of a free Clinique sample. Charitable giving is also extremely successful in social media. This Target program allowed Facebook users to decide which charities should receive over 5% of their revenue. Events and product reviews are another great viral opportunity. And insider information like a new product launch, also tend to get shared.Finally, humor above all else is the most commonly shared content. This Old Spice campaign has won numerous awards
- You cannot stick your head in the sand. People are talking about your business. Find out where and what they’re saying, and what information they’re sharing the most.Keep an eye on consumer generated conversations. Identifying problems in the social media realm can help keep them from becoming mainstream media fodder
- Social media sites offer the opportunity for businesses and consumers to have conversationsSavvy companies pull back the corporate façade and speak directly to their customers on these mediumsNeed a policy in place to determine communication best practices, but ignoring these conversations is not an option
- As previously mentioned, half of the time spent on the mobile web is spent checking emailIn many of these situations, the recipient is quickly scanning emails to see what must be dealt with immediatelyAs a result, many users may still be viewing promotional retail messages on their desktop computer when they return to the offices
- Even if users are willing to read a marketing message on their office computer, it still makes sense to create a mobile version should they have the time and inclination to act upon it immediately. When creating a mobile version of your campaign, remember to include all campaign elements including creating a mobile version of your landing page
- Major retailers are just venturing into the apps space. Companies like Urban Outfitters, Sephora, Wal-Mart and Banana Republic.Retailers are just beginning to promote their retail apps in their email programs to get the word out. [bar code tracking + Marks & Spencer example]Apps may start off more simple (like an app that pushes information about special events or promotions) and then build upon early successes to offer additional functionality