no discount, no problem. creative ways to drive traffic and revenue, without giving away the farm

No discount, no problem. Creative ways to drive traffic & revenue, without giving away the farm.

Steve is a NEW DAD!!!

Mary Presley DuBois Born 3/25 @ 5:21 am 19” long 6 pounds, 9 ounces

Brooks Running

Founded in 1914, Brooks is all about running. We design and market high-performance men’s and women’s running shoes, apparel, and accessories in more than 40 countries worldwide.

As runners ourselves, we are dedicated to inspiring people to run and be active by creating innovative gear that keeps them running longer, farther, faster and happier.

-  Brooks is the top-selling shoe brand in specialty running retail

-  Moving Comfort, our sister company, is the top-selling sports bra brand in specialty running retail

-  BrooksRunning.com is now our #2 retail account, up from #6 in June 2012, and only behind Dick’s Sporting Goods.

Our long and winding trail

2008 - Shopatron

2010 – Demandware

2011 – Bronto strategy

2013 – our team doubles

Our email marketing team has doubled

August 2010 – March 2013: flying solo

April 2013: co-pilots

•  Online Content Manager

•  Program strategy, editorial calendar, copywriting, coding, program development.

•  Email Marketing Specialist

•  Data analysis, list management, making stuff work.

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“How about a discount?”

“We can’t.”

“Why?”

Why no discounts?

Two words:

CHANNEL CONFLICT.

Why no discounts?

Brooks’ brand success grew from the support we received in specialty running retailers.

Brooks maintains a strict pricing policy on all of our products, which means that in-line items cannot be discounted by more than 5¢.

Retailers that break this rule are given a warning; repeat offenders are not allowed to purchase product from us for three months. Serious offenders are cut off completely.

So we needed to get creative…

… in a very simple way.

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The importance of the welcome email series Engagement + Revenue

Welcome to Brooks

Goal:

Establish a relationship with our new contacts – especially with those who sign up at one of our events.

Educate them about Brooks, our True Blue Guarantee, and point them to our Shoe Advisor to help them find the perfect shoe.

Challenge:

Welcome to Brooks

The offer: free expedited shipping on their next order.

How we did it.

Using workflow automation.

§  Welcome Email is triggered when a contact is added to our list. •  If through web site signup, or during checkout, they receive the standard

Welcome message. •  If through a manual add, such as after an event, the relevant version of

the email is sent to them as part of the upload process.

§  These messages are essentially “set it and forget it” messages – we update the hero creative seasonally (so the apparel is current) and we update the offer code monthly.

The result…

Today we are on the 2nd version of the welcome message with only 2 messages being sent.

Over $141K in revenue has been earned through these 2 emails since February 2012. The RPE is 229% higher than the promotional sends.

STATS

Message Opens Clicks Conversions

Welcome 1 45.22% 22.76% 9.22%

Welcome 2 48.41% 9.95% 4.81%

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Happy unbirthday? Keep’em Engaged

A very merry unbirthday to you!

Goal:

We wanted to do a manage preferences campaign to get more information about our customers so we can segment our list.

Challenge:

But the message had to have a “Run Happy” twist – so we created an “unbirthday” campaign and sent it to all of our current subscribers with the eye-catching subject line “A Very Merry Unbirthday To You”

How we did it.

Using the manage preferences form.

§  We created a more robust manage preferences form in Bronto so we could gather information on the contacts’ name, gender, favorite shoe, weekly running mileage, zip code, and of course, birthday.

Happy Birthday

Then we used the data and created an automated message rule to send our birthday email on the contact’s birthday. Because we had their birthday, we usually had their first name, too: so we personalized the email and subject line using dynamic content.

Happy Half Birthday

We used the same data to create an automated message rule to send a personalized half birthday email 182 days after the contact’s birthday. Both emails contain the same offer: free expedited shipping… and the opportunity to update your info if we have it wrong.

The result…

The original Unbirthday had a 31% collection rate with over 33K updates to a users birthday.

The Birthday email has generated over $16K in 7 months and the Half Birthday email has generated over $13K in 7 months.

The RPE is for the Birthday email is 174% higher than the promotional emails and the 147% higher for the Half Birthday email.

STATS

Message Opens Clicks Conversions

Unbirthday 24.3% 12.0% 2.4%

Birthday 59.7% 14.53% 6.49%

Half Birthday 53.6% 16.8% 5.62%

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The shoe that came back Segmentation

It’s the final countdown for the Launch

Goal:

We had to break the news that the Launch was being discontinued. We wanted to give folks a chance to say their goodbyes – or at least buy a pair or two – before it blasted off.

Challenge:

We also wanted to introduce customers to a possible replacement model: the PureFlow.

How we did it.

Segmentation.

§  We created a segment based on past purchasers of the Launch

§  This segment was small – only 2,083 customers

The result…

The open rate for this email was 125% higher than the norm and the conversion rate was 503% higher than the norm.

STATS

Message Opens Clicks Conversions

Launch Final Countdown

43.4% 39.3% 17.8%

Revenue: $13,311.40… that’s $6.39 per email

As a result of the results…

Much higher than usual opens, conversions, and revenue… and social media outcry that made us re-launch the Launch.

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Think outside the box… eventually ON the box New Ideas for Tomorrow

Register your shoes

Goal:

Test a program that will allow us to capture customer data for a replenishment campaign – no matter where they buy their shoes.

Challenge:

How to gain subscribers that buy Brooks shoes but not from BrooksRunning.com – without angering our retailers.

Register your shoes

Register your shoes

Snap the QR code to be taken to a mobile landing page with an embedded subscription form We’ll segment the customers based on miles/week and send them a reminder to replace their shoes.

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Thank You!

Questions?