Actionable Analytics to ImproveEmail Strategy

An Email Marketing Case Study

Erick L. Barney, VP of Marketing

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 Retailer’s Top 500

Strategy for Continued Growth

1. Cost Effective Acquisition• SEO (Organic and Paid)• Affiliate Network• Shopping Engines, etc.• Traditional Marketing

2. Customer Relationship Management• Direct Mail, Box Inserts• Exclusive Promotions• Loyalty Program – Rider Rewards• E-mail – Our leading touch point!

Decision to Outsource

In-House Limitations

• List management tools

• No delivery reports

• No open reports

• No click activity reports

• No conversion reports

ExactTarget / WebTrendsIntegrated Solution

• List clean-up and management

• Established ISP relationships

• Detailed performance analytics

• One-to-one Merchandising

• Testing capabilities

• WebTrends SmartView

Click Activity Overlay

• Great for presentations

• Select from various metrics

o Click through rate

o Percentage of total clicks

o Percentage of unique clicks

KPI Metrics

1. Delivery Rate

2. Open Rate

3. Click Activity

4. Unsubscribes

5. Conversion Rate

6. Revenue

Decisions, Decisions

• Send Frequency

• Optimal Send Day

• Merchandising / Layout

• C.A.N.I.(Constant and never-ending improvement)

Optimization Strategy

• Deliverability

• Open Rates

• Click Rates

• ConversionWebTrends conversion funnel

List SegmentationMethods…

• Purchase Activity

• Survey on Checkout

• Email Click Activity

• 26.6% Open Rate(18.5% non-targeted)

• 8.7% Click Rate(4.4% non-targeted)

Targeted Sends

Send Rules:

1. General=Master-(S+D+C)2. Dirt=D-(DC+SD+CDS)3. Sport=S-(SD+SC+CDS)4. Cruiser=C-(SC+DC+CDS)5. Cruiser/Sport=SC6. Sport/Dirt=SD7. Dirt/Cruiser=DC8. Cruiser/Dirt/Sport=CDS

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

One-to-one Merchandising

• Cart Abandons• Products Viewed• Related Items

Super Deal of the Day

•One initial email offering opt-in

•Opt-in ability on SDOD page

•Opt-out clearly visible, not unsubscribe

Social Networking

Real Results!

3 Actionable Take-Aways

1. Segment list by subscriber activity, refine send strategy accordingly.

2. Change it up, keep it fresh and relevant. Use multiple layouts and styles.

3. Test rather than assume. What works in one industry may not apply to your own.

Thank You!

For more information on eTail Baltimore 2010, please visit:

www.etaileast.com