bigger isn't always better: how to get the most from your email list - katie hansen, tommy john
TRANSCRIPT
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Tommy John will be talking about its own products and/or services, which it makes available directly to customers. The statements and
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Katie Hansen, Senior Manager of Retention Marketing @ Tommy John
Bigger Isn’t Always Better:How to Get the Most From Your Email List
#brontosummit
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TOMMY JOHN
Who we areTommy John was founded in 2008 by Tom Patterson.
As a medical device salesman confined to a suit as he traveled from meeting to meeting, he couldn’t get through the day without his undershirts, underwear and socks bunching, pinching and sagging. It was a revelation.
He made it his mission to reinvent men’s underwear.
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TOMMY JOHN
• Over 3 million pairs of underwear sold
• Over 1 million undershirts sold
• Expanded Catalogue to include socks, loungewear, casual wear, and performance apparel
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Getting Started
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EMAIL PROGRAM: THE EARLY DAYS
• Email List: Under 100k
• Minimal On-Site Email Capture
• Campaign Emails
• Welcome Series
• New Customer Series
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EMAIL PROGRAM: THE EARLY DAYS
What we had: Word of mouthEarly on, Tommy John benefitted from word of mouth.
The quality of our product was more than just “talk” and people began to take notice. This resulted in high quality, high intent, traffic.
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A Growing List
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ONSITE EMAIL ACQUISITION
We started simple, and added in a pop-
up email capture.
We also began opting in new customers
at checkout. In addition, we added an
additional email capture to the bottom of
the homepage.
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CUSTOMER ACQUISITION
In addition to a standard acquisition strategy, we’ve also pushed the brand as much as we could.
Promoting our brand story has helped to acquire customers who genuinely connect with our brand and have contributed to our high intent shopper, and our loyal customer.
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A GROWING LIST
What we do: Meaningful Partnerships
We are very selective when it comes to
partnerships. We only work with brands
who feel like a natural fit.
What we don’t do: Sweeps
Keeping our list healthy and engaged is
always more important than adding email
addresses in bulk.
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KEEPING OUR LIST STRONG
We have seen strong list growth
over the last few years.
With an added focus on
segmentation, we have been able
to maintain healthy metrics
List Growth
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The Next Steps
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GETTING THE MOST OUT OF YOUR EMAIL LIST
Maximizing Your Subscriber
List
Segmentatio
n
Personalizati
onTriggers Frequency
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MOVING ON FROM ONE-SIZE-FITS-ALL
As our email list continued to grow, our old methods no longer worked.
We could no longer send the same campaign email to every single subscriber—they needed to be come more targeted.
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SEGMENTATION
We offer 5 different fabrics, 5 different underwear styles, and 6 different product categories.
We had to find a better way to target our customers based on their past purchase behavior.
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THE UNDERSHIRT CAMPAIGN
We segmented our customer based into
multiple buckets—promotion variations
based on segment.
• Conversion Rates were 2-4x higher than our average
• Click Rates were 3-5% higher than our average
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TRIGGERED SENDS VIA WORKFLOWS
As our list grew, we knew that workflows
needed to take priority over “campaign”
emails because they are more
personalized.
Our goal for 2017 is to have triggered
sends act as the primary email as they
speak to the customer individually based
on where they are in their lifecycle
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REACTIVATION SERIES
No matter your list size, a list is not powerful if its contacts are not engaged.
Our reactivation series occurs in multiple stages throughout the customer’s lifecycle.
Our goal is to optimize for repeat purchases within certain windows applicable to our brand.
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EXPANDING OUR SENDS
Could we send additional content to our
customers each week? Or do they need
less email?
• Goal:
• Not jeopardize unsubs
• Gain incremental revenue
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PERSONALIZATION
Early Stages
Working to include more personalization and
targeting based on factors such as location, or
past purchase behavior.
“Batch and Blast” emails need that level of
personalization to remain valuable
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KEY TAKEAWAYS
• Put the time and effort into gaining quality users
• A large list doesn’t mean much if your subscribers aren’t engaged with the brand or purchasing
• Thought out, intelligent segmentation is the first stepping stone to maximizing your list
• Emphasis on each customer’s journey, not the mass promotional sends
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Thank You
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