how seventh generation faced some common marketing challenges and won - lynette montgomery, seventh...

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SAFE HARBOR STATEMENT:

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HOW SEVENTH GENERATION FACED SOME COMMON MARKETING CHALLENGES AND WON

Kellie Boggs

Bronto Senior Marketing Strategist

Lynnette Montgomery

Business Development Leader,

eCommerce

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• At Seventh Generation we marry affordable products that meet consumer needs with a concern for human health and the planet.

• Seventh Generation was founded in 1988 and the corporate headquarters are in Burlington, Vermont.

• We play in many categories including: Household Cleaning, Baby, Feminine Care and Water/Hydration.

SEVENTH GENERATION

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• Our Email Template & Design

• Email campaigns that bring in the most ROI

• Testing & how to develop a plan

• Challenges we faced head on

AGENDA

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Creating a Great Email Template

#brontosummit

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• We wanted a template that is relevant + mobile aware and Bronto created this for us.

• Our emails now have “scalable design” meaning it works well across both desktop and mobile without using code to adjust tables or image sizes.

OUR TEMPLATE DESIGN

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• Bronto uses several techniques to keep our content enjoyable on desktop & mobile:

• A simple one column layout that scales down nicely.

• Large text that is readable on all screen sizes.

• Large, touch friendly call to actions.

• Good Image to text ratio.

• All while be mindful of our Brand identity.

TIPS TO A GOOD DESIGN

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• Our text is large enough to read on a mobile device – even when scaled down.

• Our copy is short and to the point making it easier to digest on mobile.

• The Call to Action buttons are usable on mobile. Meaning there is enough space around them to easily click them.

• The navigation is moved to the bottom of the email.

• Everything in the email is actually clickable!

MORE TIPS TO A GOOD DESIGN

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Our Money Makers

#brontosummit

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• Our “money makers” are those triggered emails running in the background…

• Welcome Series

• Refill Reminders

• Abandoned Cart Series

• Product Review Email

• Birthday Message

• Lapsed Purchaser Series

• The key is to not “set it and forget it.” We try to refresh these emails every 6-8 months.

DEFINING THAT “MONEY MAKER”

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Welcome Series

#brontosummit

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• Welcome Series are designed to give new subscribers a very focused and positive initial experience, leading to early engagement, conversions & long-term loyalty.

• Introduces, inspires & incentivizes.

• Promotes Social Media & Preference Center webform.

WELCOME SERIES

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• We chose to identify our purchasers and non purchasers and treat them differently.

• Your buyers may not have the same interests as new subscribers who are new to your brand.

• For new subscribers we want to encourage them to learn more about us, while also drawing them even deeper into our company!

• These emails are part of an automated program in Bronto (a workflow) that is based on if a customer purchases or not.

WELCOME SERIES : YOUR GOAL

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Path 1: Targeting the Non-Purchaser

#brontosummit

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• When you are a new subscriber that HAS NOT purchased you receive the following emails:

• Welcome Email

• Top Reasons to Shop

• Tell Us Your Birthday

• In 60 days, if no conversion – We Miss You email

• In 15 days, if still no conversion –Come back 6 month trigger email

WELCOME SERIES : TARGETING THE NON-PURCHASER

Welcome WorkflowNew Subscriber

• Immediate – Welcome• Top Reasons to Shop• Tell Us Your Birthday

Path 1:New Email Subscriber

60 days Non-buyer“We Miss You”

75 days Non-buyer with offer

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• Cadence for this series:

• Welcome (Message 1) = if no conversion the email is sent immediately

• Top Reasons to Shop (Message 2) = sent 5 days later

• Tell Us Your Birthday (Message 3) = sent 5 days later

• We Miss You (Message 4) = sent 60 days later

• Come back 6 month trigger (Message 5) = sent 15 days later

WELCOME SERIES : TARGETING THE NON-PURCHASER

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WELCOME SERIES : NON-PURCHASER FOR BOBBLE

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WELCOME SERIES METRICS : NON-PURCHASER

• Open Rate: 28.8%

• Click Rate: 12.0%

• Click Through Rate: 3.5%

• Conversion Rate: 4.0%

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Path 2: Targeting the Purchaser

#brontosummit

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• When you are a new subscriber that HAS purchased you receive the following emails:

• Welcome Email

• Post Purchase Thank You

• Tell Us Your Birthday

• Then, in 30 days you get a refill reminder email

WELCOME SERIES : TARGETING THE PURCHASER

Path 2:Targeting the Purchaser

Welcome WorkflowPurchaser

• Immediate – Welcome• Thank You w/offer• Tell Us Your Birthday

30 days Filter Reminder

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• Cadence for this series:

• Welcome (Message 1) = if converted the email is sent immediately

• Post Purchase Thank You (Message 2) = sent 5 days later

• Tell Us Your Birthday (Message 3) = sent 10 days later

• Refill Reminder (Message 4) = sent 30 days later

WELCOME SERIES : TARGETING THE PURCHASER

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WELCOME SERIES : PURCHASER FOR BOBBLE

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WELCOME SERIES METRICS : PURCHASER





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Refill Reminders

#brontosummit

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• Refill reminders can be utilized for any routine purchased good or service.

• Triggered after purchase & filtered only for refillable products.

• This has been a significant revenue driver for bobble.

REFILL REMINDERS

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REFILL REMINDER METRICS





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Abandoned Cart Series

#brontosummit

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• Cart Recovery Series remind shoppers of their abandoned cart.

• 1, 2, or 3 Messages? There is no magic number, start where you are comfortable.

• bobble is currently sending 2 messages.

• Message 1 is sent 1 hour after abandonment and Message 2 is sent 7 hours after abandonment

• Be sure to reinforce your value-adds (e.g., free shipping/returns).

• Create a sense of urgency (these items won’t last long!).

ABANDONED CART EMAILS

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ABANONDED CART MESSAGES FOR BOBBLE

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ABANDONED CART METRICS : MESSAGE 1





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ABANDONED CART METRICS : MESSAGE 2





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Product Review Emails

#brontosummit

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• Product Reviews are triggered 15-30 days after purchase in hopes the recent purchasers will provide feedback on the items they bought.

• Product Review emails also help improve website SEO by adding unique & relevant user-generated content on product detail pages.

PRODUCT REVIEW EMAILS

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PRODUCT REVIEWS METRICS




• In 2016, bobble added over 900 Reviews!

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Birthday Email

#brontosummit

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• A Birthday Trigger can be sent around a Contact’s birthday, before their birthday, or on a Contact’s birthday.

• We send out our birthday email on a Contact’s birthday.

• Offering special discounts on someone’s special day leads to much higher engagement and brand loyalty than a regular broadcast messages.

BIRTHDAY EMAIL

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• Our Birthday email is sent on a Contact’s birthday.

• In 7 days if they have not converted they will get a reminder email, essentially a remail.

• Our Subject Line for the Birthday email is “Happy Birthday from bobble!”

• Our Subject Line for the Birthday remail is “Your Birthday Offer Expires Soon.”

BIRTHDAY EMAIL

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• Lapsed Purchase series encourages customers who have not purchased in a certain period of time to do so again.

• Assists with converting one-time buyers into multi-buyers & brand advocates.

• We have automated messages set up to target those contacts who have not purchased in 60 days and 75 days.

LAPSED PURCHASER SERIES

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• Our criteria for a “lapsed customer” is looking at last order date in Bronto.

• If a Contact has not ordered in 60 days then they will receive a “We Miss You” email with no offer.

• In this email there is NO OFFER, instead we chose to entice our customers with our new products.

• Then, in 15 days we look to see if they have placed an order and if they still have not made a purchase we give them 15% off.

LAPSED PURCHASER CRITERIA

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• Subject lines for every email

• Days and times of the week

• Offers: free shipping, gift with purchase, discounts ($ vs. %), BOGO’s

• Urgency messaging (last chance, hours left, one day only, etc.)

• Creative

• Test remails – appropriate timing & how many can be sent

CRITICAL TESTING ELEMENTS

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• Remailing your Broadcast messaging to non-openers allows you to get 2nd

life out of your original creative.

• You can use the same or slightly updated creative with a new subject line.

• We typically send out the same creative with a new subject line and target the non-openers!

• Don’t abuse too frequently; not everything needs to be remailed.

ENGAGE THROUGH REMAILING

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• Increasing our email volume and cadence. With a 300% increase in email cadence it will require more creative, more budget and more management.

• Developing a solid contact strategy.

• Mixing promotional offers with brand and content messages.

CHALLENGES

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• We have a dedicated team leading us to success.

• Bronto quickly learned our brand and became an extension of our Marketing department by handling our day to day email marketing tasks.

• These tasks include the following:

• Designing email creative

• Coding

• Scheduling

• Deployment

• Strategic guidance

BRONTO MANAGED SERVICES