using email marketing to build a social presence

Using email to improve your social presenceHow Delta Apparel Integrating Social

Into Email Marketing Campaigns

Delta Apparel, Inc.

Direct to Consumer eCommerce

About Delta Apparel

Delta Apparel, Inc. is the parent company of

QUESTION:

How do we use email to introduce subscribers

to our social outlets and convince them of

the value.

Step 1: Research

Find the baseline to measure from.

Look at the metrics during the same time in the

previous year.

• Deliveries -

• Delivery Dates -

• % of Total Revenue -

• Conversion Rate -

• Social Fan Growth -

Step 2: Campaign Brainstorm

How do we improve over last year.

Look at the metrics during the same time in the

previous year.

• Throw everything out and start from scratch

• Integrate social

• Compare social subscriber numbers to email subscriber

numbers – OPPORTUNITY!!

• Encourage Social subscriber growth to build brand loyalty

Step 2: Campaign Brainstorm

How do we improve over last year.

Look at the metrics during the same time in the

previous year.

• Bring Social Into Email

• Encourage social subscribers to become email subscribers

• Encourage email subscribers to share deals and promotions

with their circles

• Send more often

Step 3: Campaign Development

Identify Key Delivery Dates Based on Industry Trends

• Thanksgiving

• Black Friday Weekend

• Cyber Monday

• Cyber Tuesday

• Cyber Monday 2

• Second Full Week of December

• Free Shipping Saturday

• Tuesday Before Christmas

Step 3: Campaign Development

How Can We Use Bronto?

• Segmentation

• RFM

• Workflows

• Tracking

• Scheduled Sending

• Re-Sending

Step 3: Campaign Development

Thanksgiving Day

“Say „Hi‟ to us on

Facebook and Twitter

and pick up a Black

Friday bonus Promo

Code”

Open Rate: 10.9%

Click Rate: 9.3%

Conversion Rate: 5.6%

Revenue Cont.: 2.9%

Facebook Clicks: 460

Twitter Clicks: 139

Step 3: Campaign Development

Black Friday Weekend

Tiered Promotion

Decreased Promotional

value over the weekend

Friday Revenue Cont.: 13.8%

Friday Conversion Rate: 14.0%

Saturday Revenue Cont.: 5.68%

Saturday Conversion Rate: 9.8%

Sunday Revenue Cont.: 2.97%

Sunday Conversion Rate: 6.8%

Step 3: Campaign Development

Cyber Monday 1

One Day Site Wide

Deal

Different from the

Black Friday Deal

Open Rate: 5.7%

Click Rate: 20.8%

Conversion Rate: 18.7%

Revenue Cont.: 21.78%

Step 3: Campaign Development

Cyber Tuesday

One Day Site Wide

Deal

Less valuable than

previous days

Open Rate: 9.2%

Click Rate: 6.5%

Conversion Rate: 4.0%

Revenue Cont.: 1.3%

Step 3: Campaign Development

Cyber Monday 2

One Day Site Wide

Deal

Open Rate: 9.2%

Click Rate: 12.0%

Conversion Rate: 6.9%

Revenue Cont.: 2.63%

Step 3: Campaign Development

December Week 2

RFM Email

Criteria

• Open & Converted

• Open and Click

• Open or not opened

Email: Open & Converted

Open Rate: 12.5% / Resend 11.7%

Click Rate: 20.8% / Resend 15.5%

Conversion Rate: 17.0% / Resend 17.8%

Revenue Cont.: 11.47% / Resend 12.24%

Step 3: Campaign Development

December Week 2

RFM Email

Criteria

• Open & Converted

• Open and Click

• Open or not opened

Email: Open & Clicked

Open Rate: 3.6%

Click Rate: 10.9%

Conversion Rate: 18.4%

Revenue Cont.: 1.2%

Step 3: Campaign Development

December Week 2

RFM Email

Criteria

• Open & Converted

• Open and Click

• Open or not opened

Email: Open or not

Open Rate: 1.4%

Click Rate: 36.4%

Conversion Rate: 10.9%

Revenue Cont.: 1%

Step 3: Campaign Development

Free Shipping Saturday

Trend growing strength

Open Rate: 6.3%

Click Rate: 28.7%

Conversion Rate: 8.2%

Revenue Cont.: 8.95%

Step 5: Review Performance

Identify Wins and Losses

1. Thanksgiving Day Email

1. More Facebook than Twitter codes used

2. People still made purchases even though sale started the

following day

2. December Week 2 Email

1. Converting customers will convert again

2. Email went viral on coupon deal sites

3. Cyber Tuesday

1. Deal was weak and under performed

2. Bronto Segmentation and Conversion tracking major factor

Step 5: Review Performance

Holiday Social Growth 11/6 – 12/31

Facebook - 15,055 new fans

Twitter - 966 new followers

Step 5: Review Performance

Performance of Holiday Email 2010 vs. 2011

1. Email Volume: Up 286%

2. Open Rate: 9.1% vs. 5.6%

3. Conversion Rate: 18.3% vs. 8.0%

4. Conversions: Up 754%

5. APO: Up 108%

6. Orders: Up 279%

7. Revenue Growth: Up 301%

8. Complaints: Unchanged

9. Social Views: 252 vs. 13

Conclusion

Sent the same number of emails – 28

Email Drove Social engagement

Email contributed to social growth

Social improved email performance

Email and social medial specialists must work side-by-

side in marketing departments to drive well-rounded

performance

Thank you

Q&A