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Retail Marketing Touchpoints Optimised
RETAIL TOUCHPOINTS OPTIMIZED

In the latest report from ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research series, Retail
Touchpoints Exposed, we take an in-depth look at the interactive marketing practices of the fastest-
growing retailers in the US—identifying what they’re doing well and where they’re missing the mark. In
this companion piece, Retail Touchpoints Optimized, we’ve identified the biggest opportunities gleaned
from the research and created six reports, each providing tactical advice aimed to help you improve the
effectiveness of your marketing practices.




MARKETER’S CHALLENGE: promotional
THE CHALLENGE                                                             daily. The problem with this approach is that many marketers begin
                                                                          down this path only to later realize that their messages don’t align with
The email marketing scene is more competitive than ever, especially
                                                                          their overall marketing goals, and lack relevance or personalization—
for retailers. So how do you cut through the clutter and make your
                                                                          generating subscriber fatigue, deliverability issues, and a general
messages stand out in the inbox? For many, this means blasting
                                                                          lack of ongoing engagement.
promotional content or coupons to their subscriber base—sometimes




 	       Email Volume Over First 30-Days of Opt-In
 	       Of the Hot 100 Retailers sending email




                                                34%
                             21%
          13%                                                      15%
                                                                                          8%                   5%                   4%

     Zero emails sent    1-4 emails sent   5-10 emails sent   11-15 emails sent    16-20 emails sent    21-29 emails sent    30-35 emails sent
       (11 retailers)     (18 retailers)     (29 retailers)     (13 retailers)        (7 retailers)        (4 retailers)        (3 retailers)




                                                                      2
marketer’s Challenge: promotional




the solution
The success of a promotional email campaign hinges on two
elements: frequency and relevancy. Which is most important? Think                     “One way to sell a
“quality over quantity.”
                                                                                      consumer something in
relevancy. There’s a big difference between sending targeted,                         the future is simply to
relevant promotional messages and “batch and blast” emails—one
is relevant and the other isn’t. To ensure your promotional messages                  get his or her attention
are compelling and consistent with the goals of your email marketing                  in advance.”
program, follow these basic guidelines:
                                                                                        seth godin - author,
                                                                                        permission marketing

    Step 1: Evaluate Your Email Design
    Ensure your primary message and call to action
    are easily recognizable within the email, and
    use lifestyle and product imagery to support
    your messaging.                                                        Frequency. Sending frequent messages is acceptable if you have
                                                                           something meaningful to say. Work first on driving relevancy with
    Step 2: Add Value
                                                                           each message, then test to determine a send schedule that balances
    Focus on achieving each aspect of your
                                                                           the goals you’re trying to achieve with the value of each message.
    value proposition: promotional, connection,
    relationship building, etc.
                                                                           the BOTTOM LINE
    Step 3: Assess Your Current Data                                       Determine how to make your communications relevant, optimize your
    Review the data you have within your                                   content by performing tests, and then start to integrate multivariate data
    organization and use it to drive personalized                          to further refine your messaging. You don’t have to tackle all three at
    messaging. Using simple data points like gender
                                                                           once. After all, enhancing, testing, and measuring your campaign can
    and location can really improve the subscriber
                                                                           take time. As the needs of your subscribers evolve, so should your
    experience and is easy to execute.
                                                                           promotional email campaigns.
    Step 4: Look for Further Data
    Opportunities
                                                                                                          ze
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    Consider if there are other ways to gather
                                                                                       to
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    data that can be used to enhance messaging.
    You might start with web analytics to capture
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    browse history, point-of-purchase systems
    to capture purchase history, or social data
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    mining to determine brand affinity. Each of
                                                                                           at (866
    these can be used to enhance the relevancy                                     Call us xactTarget.com
    of your messages.                                                              www.E




                                                                       3
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MARKETER’S CHALLENGE: acquisition
THE CHALLENGE
Looking to engage with consumers, nurture brand relationships,                            Data requested
create social buzz, and drive repeat purchases? Of course you are!                        of the hot 100 retailer’s email opt-in forms
But are you getting the most from your in-store, online, and cross
channel customer interactions?

If you’re like most other retailers, you’re probably missing valuable
                                                                                                                Sign up today!
                                                                                          First Name                                       Last Name
opportunities to acquire new email subscribers, mobile subscribers,
and social advocates. And, each missed opportunity can lead to one                                            38%                                              40%

less conversation and one less purchase.                                                  Zip Code                                         Confirm Email Address

                                                                                                                43%                                       28%

                                                                                          Frequency Preferences                            Shopping Preference or Interest
  Email Acquisition on website                                                               2%                                                      18%
  of the hot 100 retailer websites:
                                                                                          Multiple Email List Options                      Discount For Signing Up

                                                                                                     15%                                          11%

                                                             74%                          SMS Alerts

  include an email opt-in form on the homepage                                                  9%                                                                   Opt-In ►


                                                       67%
  include an email opt-in form on the homepage plus other pages
                                                                                       To determine where your brand ranks, ask yourself these questions:
           11%
                                                                                          •	 Do you promote digital engagement in-store? This could include
  include an email opt-in form with first purchase incentive discount
                                                                                             posting opportunities for email opt-in, your website URL, Twitter
         8%                                                                                  handle, etc.

  provided no email opt-in opportunity                                                    •	 Are you asking for customers’ email addresses at the point of sale?
                                                                                             We found that fewer than half of the top retailers were!
                                                                                          •	 Do you have an email opt-in form on your website? How easy is it
                                                                                             to find, and how quickly can someone complete it?



  	In-Store signage: calls to engage
  	 95 of the hot 100 retailers with brick and mortar stores

                                                                                                                                                         18%
                                                                   5%                     5%                                8%
              2%                      2%
               promoted            promoted a coupon               promoted                 promoted                     promoted Facebook                   promoted
              email opt-in         via SMS messaging           a YouTube channel          a mobile app                  and Twitter engagment               website URL




                                                                                   4
marketer’s Challenge: acquisition




the solution                                                                  ONLINe. Be respectful of consumers’ time.

If improved customer acquisition is a priority for your business, the
best place to start is by analyzing where your consumers are already             TIP 1:
engaging with your brand. Then, determine how to enhance the customer            Make your email opt-in form easy to find on your website.
experience and drive interactive engagement.
                                                                                 TIP 2:
Here are a few ways to get started:                                              Request only the data that you plan to use—and
                                                                                 actually use it! If you request a name and zip code, use
In-Store. Engaging consumers who are already interacting with
                                                                                 personalization and geographic segmentation to make
your brand is the ultimate win-win. And, your physical store provides
                                                                                 your messages more relevant and engaging.
you a competitive advantage over your eCommerce competitors. Take
advantage of the time a consumer spends in your store and promote                TIP 3:
opportunities to interact with your brand after they walk out the door.          Communicate the value of what you’re offering up
                                                                                 front—make sure your customers know why they
                                                                                 should provide you their information.
    TIP 1:
    Promote your website URL, email opt-in, SMS
    messaging programs, social channels, and more                             Cross-channel. Consumers want different things from different
    within your store, specifically at places where                           channels, so make goals and priorities for each while utilizing the
    consumers are waiting (e.g., near the check-out).                         strengths of one channel to promote another.

    TIP 2:
    Evaluate if collecting data at check-out is right for
    your business (via sales clerk, SMS capture, etc).
                                                                                  TIP 1:
    Whether you collect personal data or geographic                               Take advantage of your consumer’s down-time and
    data, it should lead to more personalized                                     promote your mobile and social programs across all
    communications—if it doesn’t, you’re just                                     of your commonly-used mediums—in-store, print, TV,
    inconveniencing your customers with a lengthier                               display advertising, etc.
    transaction process.
                                                                                  TIP 2:
    TIP 3:                                                                        Include an email opt-in form on your Facebook
    Offer to send in-store receipts to consumers via                              Tab and follow the same principles you do for your
    email. This is a great way to provide value and                               website opt-in form.
    added convenience to your customers’ shopping
    experience, plus it gives you an opportunity to
    gain feedback, promote special offers, and drive
    web traffic. Not quite ready for digital receipts?
                                                                              the BOTTOM LINE
    Then focus on including a digital call-to-action                          Your customer relationships are your most valuable asset. Don’t miss
    on your in-store receipts to encourage further                            the opportunity to engage with customers and build a brand experience
    brand interaction.                                                        that drives loyalty.


                                                                                                          ize
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                                                                                          www.E


                                                                          5
RETAIL TOUCHPOINTS OPTIMIZED


    MARKETER’S CHALLENGE: the first impression
    THE CHALLENGE
    Welcome emails are the best opportunity to solidify your relationship
    with a new subscriber. They tend to record higher open and click-           TO MEASURE THE SUCCESS
    through rates than any other emails, and are sent to your most
    captive audience. Remember that at the time the welcome email
                                                                                OF YOUR onboarding
    sends, you’ve just been invited into the subscriber’s world, and they       PROGRAM, CONSIDER:
    want to hear from you—as long as your content is relevant. The
    stakes are high!




	      welcome email highlights
                                                                                Messaging
	
       74 of the retailers that sent welcome emails                             Ensure your content benefits
                                                                                both the consumer and your
            included value proposition of email program                         brand.
                                                       67%



                                                                                incentives
            sent an incentive within the email for future purchases
                               35%

            asked to update preferences
                                                                                If you offer incentives, they
                         26%
                                                                                should be consistent with your
            marketed rewards program                                            value proposition.
                     21%

            marketed recommended products
            9%                                                                  cadence
            used first name within email text                                   Send real-time messages. Or,
            9%                                                                  if sending a drip campaign,
                                                                                test your frequency.




                                                                            6
marketer’s Challenge: the first impression




the solution                                                                   If you’re unable to address each of these within a single, real-time
                                                                               message, you might consider an onboarding drip campaign that
Align your onboarding program goals with your overall marketing goals.
                                                                               spans across an acceptable “new subscriber” timeframe.
Test to make sure you have the right messaging, incentives, and cadence.
To achieve success onboarding your newest subscribers, there are two           timing. If possible, messages should always be sent in real time.
elements to take into account: content and timing.                             Remember that initial engagement decreases with every moment
                                                                               that goes by. If you’re waiting a day to send a welcome email, you’ve
Content. Work to strike a balance between the needs of your
                                                                               already missed the moment of engagement.
subscribers and your company goals. Remember that content within a
welcome email should be advantageous to both parties and, generally,
achieve the following:                                                         the BOTTOM LINE
                                                                               Remember that first impressions last—and a welcome email may be
                                                                               the first one-to-one communication a consumer has ever had with your
    1 CONFIRM                                                                  brand. Don’t lose sight of the importance a welcome email can have on
          Confirm the opt-in action and thank the                              establishing a relationship for years to come.
          subscriber for providing their information.
          Include an easy-to-identify opt-out option to
          stay true to permission-based marketing.

                                                                                                       ize
                                                                                            o optim?
    2 UTILIZE
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          Utilize personalization—if you asked for a
          first name in your opt-in form, use it.
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          Set expectations about frequency and
          content, and reinforce the value proposition                                 Call xactT
          of the program or communication.                                             www.E

   4 EDUCATE
          Educate the subscriber on other opportunities
          to engage. Consider promoting social or
          mobile campaigns.

   5 LEARN
          Learn more about the subscriber. Drive them
          to a preference center or other location
          where they can provide more information
          about themselves. Use this information to
          strengthen the relationship.

   6 FEATURE
          Feature “Add to Address Book” links prominently
          so you’re treated as a trusted sender.

   7 DRIVE
          Drive customers to your other
          channels—social, mobile, or in-store.




                                                                           7
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MARKETER’S CHALLENGE: Abandonment
THE CHALLENGE
If you’re like most retailers, you struggle with cart
abandonment. And whether you’ve had a cart abandonment
                                                                    Cart Abandonment Email Features
                                                                    Of the 16 retailers that sent cart abandonment emails:
program running for years, or are just considering the idea,
almost everyone can be doing it better.

In analyzing research gathered for Retail Touchpoints Exposed,
we found that most retailers don’t have cart abandonment
programs running at all. This is a huge missed opportunity!
But, even among those retailers that have active campaigns,
                                                                                            44%
                                                                                            contained an image of the
many are missing the mark in a number of ways, including:                                   abandoned product




                                                                                            25%
    •	 Timing. Waiting too long or not long enough to send
       a communication. Timing should match the product
       that is abandoned—complicated product purchases
       can require more time to consider, but simple or highly-
       competitive products need immediate follow-up.                                       contained the customer’s
    •	 Messaging. Sending generic messages that don’t                                       name
       include personalization, images of the abandoned




                                                                                            25%
       product(s), incentive to purchase, or recommendations
       of similar products.
    •	 Reason for Abandonment. Lack of consideration for
       the different types of abandonment. Each consumer’s                                  contained an incentive to
       browsing and buying behaviors are different, and the                                 purchase
       time spent on a page can be an indication of whether




                                                                                            13%
       your consumer was simply browsing, or is perhaps a
       more serious buyer.



                                                                                            contained other product
                                                                                            recommendations




	      number of Cart Abandonment Emails
	      of the 16 Retailers THAT SENT CART ABANDONMENT EMAILS:




                    69%
                    consisted of one email
                                                                  13%
                                                                  consisted of two emails
                                                                                                          19%
                                                                                                          consisted of three emails




                                                                    8
marketer’s Challenge: abandonment




the solution                                                                  the BOTTOM LINE
There’s no magic formula that will reengage consumers once they’ve left       Don’t stop analyzing your eCommerce data once you have a cart
your site, but there are key elements that all successful abandonment         abandonment program running smoothly. Remember that consumers
remarketing campaigns possess—well-utilized data, a compelling                don’t need to have something in their cart to be considering a
message, and proper timing.                                                   purchase. Evaluate how to capture and re-engage interest with
                                                                              consumers who browse product detail pages, ask product questions
Here’s how to get started:  
                                                                              on social networks, or browse in-store without making a purchase.




    Step 1: Capture the Event
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    Abandonment events can be identified and captured
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    through eCommerce, web analytics, and other platforms.

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    Step 2: Integrate Your Data
    Data makes your remarketing messages compelling and
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    relevant. Integrate the data you capture in Step 1 into                                    at (866
    your messaging platform of record (e.g., ExactTarget).                             Call us xactTarget.com
                                                                                       www.E
    Step 3: Select Your Channel
    Consider how subscribers interact with each channel to
    determine the best way to deliver this type of message—
    email, mobile, or social? Think about privacy concerns
    and the strengths of each channel to drive conversion.
    HINT: email is probably your best option!

    Step 4: Design for Relevancy
    Customize your imagery, pricing, and supporting content
    to match the specific product(s) abandoned. Consider
    purchasing hurtles and offer information or incentives to
    help buyers overcome these. Or, if your product has a
    lengthy buying cycle, offer customers alternative conversion
    options such as low inventory alerts, price change alerts, or
    updated model alerts to keep them engaged.

    Step 5: Schedule the Message
    The higher the competition and lower the complexity
    of the product, the quicker you should send your
    message. Purchases that typically have a longer sales
    cycle should correspond to a longer wait between
    messages. Also, consider assigning a cadence or an
    ongoing drip campaign around an abandon event—
    especially for larger purchases that warrant two or
    three communications.




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MARKETER’S CHALLENGE: post-purchase
THE CHALLENGE
Competition is steep for retailers across all industries, and because
marketers are vying for a piece of the same pie, communications are                POST-PURCHASE
often narrowly focused on capturing the sale. But what happens after               COMMUNICATIONS SHOULD:
the purchase?
                                                                                     •	 Reinforce positive feelings from
   •	 Are you sending confirmation messages?                                            the purchase.
   •	 Are they personalized to the buyer?                                            •	 Maximize the value or utility of
   •	 Are you highlighting complementary products in subsequent                         the product.
      marketing messages?                                                            •	 Obtain customer feedback.
   •	 Are you asking for product reviews?                                            •	 Enable customers to share their
   •	 Are you maximizing the value of the product your customer                         purchase or product experience.
      just purchased?
                                                                                     •	 Promote cross-sell and up-sell
                                                                                        opportunities.
       “Every year the marketing landscape
       changes, every year the customers
       become more demanding, every year                                     If you answered no, you’re missing a huge opportunity to develop
       [they want] more things. You have to                                  brand advocates through post purchase communications.
       always be sprinting to stay ahead of
                                                                             Consumers are more informed than ever before. They’re
       the competition.”                                                     comparing prices in-store and online, reading product reviews,
        Jacob Hawkins - VP of eCommerce,                                     and looking to their social networks to determine which product
        Overstock.com                                                        is best for them. To become the subject of those discussions,
                                                                             you must have advocates who are passionate enough about your
                                                                             brand to want to tell the world—even well after a purchase has
                                                                             been made.


   	
   	
         personalization of email
         after in-store purchase                                             after online purchase



                                            95%
                                            did not personalize email
                                            after in-store purchase
                                                                                                           79%
                                                                                                           did not personalize email
                                                                                                           after online purchase



                                            5%
                                            personalized email
                                            after in-store purchase
                                                                                                           21%
                                                                                                           personalized email
                                                                                                           after online purchase




                                                                        10
marketer’s Challenge: post-purchase




the solution                                                           the BOTTOM LINE
The buying cycle shouldn’t end after a purchase is complete. To        When considering ways       to improve your post purchase
develop brand advocates, you must first nurture their positive         communications, keep in     mind the impact that a positive
purchase experience, combat buyer’s remorse, and provide               experience can have on a    consumer. If a communication isn’t
outlets for customers to share their experiences. Often this is        adding to the experience,   it may be time to re-evaluate the
achieved through a series of tactics that aim to maximize the          function of that message.
value of the purchase.

Here are some ways to get started:  




    Tactic 1: Confirmation Messages
    Send these messages immediately, and customize the content in order
    to provide optimal value to the customer. If you’re sending a confirmation
    message, chances are high that you already know a little about their
    purchase behaviors and have obtained their name, credit card number,
    email address, mailing address, and more. Utilize this data to add value to
    future communications through personalization.

    Tactic 2: Value-Add Messages
    Ensure that your customers get the most out of their purchase. Send tips
    and tricks that maximize the value of the product they purchased, and work
    toward nurturing a positive brand experience. In doing so, you’ll not only
    deepen your relationship with the customer, but also drive repeat purchases.

    Tactic 3: Product Reviews
    Give your customers a voice and increase your company’s user-generated
    content by encouraging product reviews. Make it convenient for them to
    provide input, but be deliberate with your timing. This type of message
    should be sent after the customer has had the opportunity to experience
    the product, but before they no longer feel an association to the purchase.

    Tactic 4: Sharing
    Make it easy for customers to tell their friends about their recent purchase
    through social sharing. In doing so, customers become brand advocates
    and extend the reach of your brand to their social networks and beyond.

                                                                                                         ze
                                                                                          optimi
    Tactic 5: Cross-Sell and Up-Sell
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    Inform the customer of additional products or add-ons
    associated with the purchased product. Be informative
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    and make it easy for the customer to research and buy
    what you’re recommending. When sending this type of
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    communication, remember that relevancy and selectivity                              at (8
    are very important—don’t bombard your active customers                      Call us xactTarget.com
    with irrelevant promotional information.                                    www.E




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MARKETER’S CHALLENGE: reengagement
THE CHALLENGE
It’s easy to think that once a subscriber provides you with their
email address, they’re yours for life! But in reality they could un-        A reengagement message
                                                                            should include:
engage and start ignoring your communications at any moment.

Subscribers stop engaging for a number of reasons—message



                                                                              STRONG
volume, frequency, irrelevancy, etc. But many retailers are sitting
back and watching this happen, without adjusting their programs
to reengage these subscribers. In fact, many marketers continue
sending the same messages at the same frequency to lists where
more than 50% of the subscribers haven’t opened or clicked on an              subject line
email in more than six months.                                                Engage subscribers even
                                                                              before they open the
implications
                                                                              email through subject
Revenue. Consider this—if over half of your subscribers aren’t
                                                                              lines that pique curiosity.
opening your emails, then over half of the cost you spend to send



                                                                              reminder
these emails is being wasted. Now consider these costs over a
six or twelve-month timeframe, and it’s easy to see how lack of
engagement has a negative effect on your bottom line.

Deliverability. Internet service providers (ISPs)—Gmail in
particular—increasingly use engagement data to assess sender
                                                                              of value proposition
reputation. If ISPs start to notice that a high percentage of your            What benefit does
emails are being ignored by their user base, they’ll start sending            your message bring to
your messages to the junk folder—or even block your sends                     subscribers?
altogether.



                                                                              STRONG
                                                                              call-to-action
                                                                              Be clear about the action
                                                                              you want the subscriber
                                                                              to take—confusion could
                                                                              lead to inaction.




                                                                       12
marketer’s Challenge: reengagement




the solution                                                                the bottom linE
Before you start a reengagement campaign, you must identify your            If a subscriber reaches your full definition of unengaged, you
audience and start to understand when and why they’ve lost interest.        should greatly reduce the frequency of your communications or
As you begin, you’ll want to follow these basic steps:                      stop sending to them altogether. This will reduce marketing costs,
                                                                            increase deliverability, and therefore increase the performance of
                                                                            your entire program.

     Step 1: Define Your Audience
     Create a definition for an “unengaged
     subscriber,” and ensure that it aligns with
     the purchase cycle for your company’s
                                                                                                           ize
     products or services.
                                                                                       t o optim?
     Step 2: Segment Your List                                                   Ready ogram
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     Determine the point when subscribers
     begin to disengage. Is it after one month,
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     six months, or a year? Examine the history                                    Call us xactTarget.com
     of your currently disengaged subscribers to                                   www   .E
     determine when they began to lose interest,
     then use this data to segment your lists.

     Step 3: Design for Engagement
     Design a messaging program to
     communicate with subscribers during
     times when they’re most likely to start
     disengaging. Each message’s sole focus
     should be to bring the subscriber back into
     the engaged subscriber mix—so ensure
     that you’re providing value.

     Step 4: Send at the Right Time
     Implement a program that automatically triggers
     reengagement messages to subscribers who
     reach specific un-engagement thresholds.

     Step 5: Test, Test, Test!
     Test different types of reengagement
     messages. Try an opt-out campaign or
     an opt-down campaign to identify which
     subscribers would simply like to hear from
     you less, as opposed to not at all.




                                                                       13
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CLIENT SUCCESS: BUYAGIFT.COM
                                                                                                               “Authentic, consumer-
challenge:                                                                                                     driven content has
Buyagift sells gift experiences such as extreme driving packages, hot air balloon rides and spa                a better effect on
services, to online consumers in the UK, and three sister sites across Europe. Like many online                customers because it
retailers, they found success using email to build their subscriber base and deliver regular mass-             is written in a voice
communications, but in recent years struggled to create cross-channel marketing campaigns that                 they’re familiar with.”
leveraged their customer data and drove engagement beyond email.                                               Max Sydenham
                                                                                                               Digital Content Manager, Buyagift
They knew they had a unique opportunity to break into social due of the experiential nature of their
products. Buyagift consumers have exciting and passionate stories to share about their experiences,
and social media has proven to be their channel of choice. Buyagift had an opportunity to do much
more than simply place a Facebook or Twitter link in the header of their emails, prompting their
adoption of ExactTarget’s integration with Bazaarvoice.


solution:
Today, Buyagift uses ExactTarget and Bazaarvoice to request consumer product reviews via email.
Once a review is submitted, it’s then disseminated across all of Buyagift’s social communication
channels, including Facebook, Twitter, and Tumblr (Buyagift’s blog platform). Buyagift then uses
review information stored in Bazaarvoice to send a regular newsletter via ExactTarget, which
features a “Top Rated Products” section.

By integrating email with social, Buyagift is able to encourage consumers to interact across
multiple channels to build a brand experience that’s engaging and consumer-driven. Buyagift
sets their brand apart by creating a truly authentic cross-channel presence with content that’s
constantly being updated by their biggest brand advocates.


RESULTS:
While many marketers still question the impact social can have on overall campaign success, Buyagift
has seen phenomenal results:

   •	 150% higher conversion rate for consumers who interact with Buyagift consumer-
      generated content
   •	 33% higher conversion rate for consumers who come to Buyagift.com directly from
      social channels

   •	 10% higher average order size for customers exposed to social

Since experiencing success with their cross-channel strategy, Buyagift has continued to focus on
implementing campaigns that further integrate email consumers with social. As part of this strategy, they’ll
be adopting ExactTarget SocialPages™ to capture customer and prospect data in Facebook, to grow
their email campaigns. “We want to optimize SocialPages so that we can turn social followers into email
followers and vice versa,” says Max Sydenham, Digital Content Manager at Buyagift. The company is also
currently working to utilize their product review data to drive content for a cart abandonment program,
utilizing ExactTarget’s Automation Studio functionality.

These strategies, powered by ExactTarget’s Interactive Marketing Hub® technologies, allow Buyagift to
drive cross-channel engagement and boost revenue.




                                                                            14
client success stories



                                                                                                                   ze
                                                                                              to    optimi
                                                                                        Ready ogram?
                                                                                               r
                                                                                        your p 6) 558-9834 or avrisitmore.
                                                                                              6                   n
                                                                                                 at (8          to le
                                                                                         Call us xactTarget.com
                                                                                         www.E


CLIENT SUCCESS: carhartt
                                                                                                          “The joint solution of
CHALLENGE:                                                                                                ExactTarget and Adobe
With four sewing machines and five employees, Hamilton Carhartt founded his namesake company              SiteCatalyst gives me the
in 1889. Although much has changed since then, the company’s dedication to creating exceptional           data I need to very quickly
work wear apparel has remained the same. Carhartt’s eCommerce department, established in                  make decisions and target
2005, had a similar opportunity to grow its side of the business from the ground up.                      my consumer base.”
                                                                                                          Anna Cole
The team quickly established that it needed to expand and streamline its email marketing. Its             eCommerce Business Manager,
subscriber list was in need of growth, and the process for updating each email with tracking code         Carhartt
(which included 20 or 30 links in the header and footer) was time consuming. The company also
wanted a better way to gather data from online shoppers to further target its marketing campaigns.


solution:
Since partnering with ExactTarget in 2007, Carhartt has seen its email subscriber list grow to 15x
its starting size. In 2011, the team turned to the ExactTarget + Adobe SiteCatalyst Integration to
further improve eCommerce performance.

This combined solution enables the company to collect valuable customer data, such as purchase
history, browse history, and cart abandonment. With this data, Carhartt gains a single view of each
customer and can easily send personalized and triggered emails—which are automatically tagged
with tracking codes for easy reporting.

“The joint solution of ExactTarget + Adobe SiteCatalyst gives me the data I need to very quickly
make decisions and target my consumer base,” says Anna Cole, eCommerce Business Manager
at Carhartt. “Without browse and purchase data, we wouldn’t be able to segment our campaigns
to the specific interests of our customers.”


RESULTS:
With this integration, Carhartt has seen tremendous results, including:

   •	 6x higher click-through rate for abandoned cart campaigns
   •	 3x higher click-through rate for targeted emails vs. general promotional emails

“Our emails wouldn’t be this successful without the ExactTarget + Adobe Integration,” says Cole.
“We’ve seen tremendous click-through rates, and the number of campaigns we’ve been able to
execute has increased substantially.”

Carhartt plans to push its campaigns forward by testing different offers in remarketing campaigns,
and continuing to collect demographic data to send customers the most relevant offers.

                                                                                                      Carhartt experiences a 3x higher click-through
                                                                                                      rate with targeted messages than general
                                                                                                      promotions.




                                                                         15
THE POWER OF
ONE SOLUTION
The ExactTarget Interactive Marketing Hub® provides a single view of your
customers that can help transform your interactive marketing campaigns and
online conversations into real-time, targeted, cross-channel marketing. The
Hub gives you:

UNITY. Integrate data from disparate sources—from CRM and social media
networks to point-of-sale information and web analytics to gain a single,
unified view of each consumer.

CONTROL. With access to real-time tracking and first-class, graphical
reporting, the Hub gives you immediate visibility and ultimate control over all
of your marketing campaigns.

SPEED. Ensure your communications are as relevant as they are timely.
Automate advanced, sequenced programs and deliver personalized cross-
channel messages from a single, intuitive console.




                            to GET
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                                       5 58-983 b to learn mor b.
                              at (866)         Hu            Hu
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Retail Marketing Touchpoints Optimised

  • 2. RETAIL TOUCHPOINTS OPTIMIZED In the latest report from ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research series, Retail Touchpoints Exposed, we take an in-depth look at the interactive marketing practices of the fastest- growing retailers in the US—identifying what they’re doing well and where they’re missing the mark. In this companion piece, Retail Touchpoints Optimized, we’ve identified the biggest opportunities gleaned from the research and created six reports, each providing tactical advice aimed to help you improve the effectiveness of your marketing practices. MARKETER’S CHALLENGE: promotional THE CHALLENGE daily. The problem with this approach is that many marketers begin down this path only to later realize that their messages don’t align with The email marketing scene is more competitive than ever, especially their overall marketing goals, and lack relevance or personalization— for retailers. So how do you cut through the clutter and make your generating subscriber fatigue, deliverability issues, and a general messages stand out in the inbox? For many, this means blasting lack of ongoing engagement. promotional content or coupons to their subscriber base—sometimes Email Volume Over First 30-Days of Opt-In Of the Hot 100 Retailers sending email 34% 21% 13% 15% 8% 5% 4% Zero emails sent 1-4 emails sent 5-10 emails sent 11-15 emails sent 16-20 emails sent 21-29 emails sent 30-35 emails sent (11 retailers) (18 retailers) (29 retailers) (13 retailers) (7 retailers) (4 retailers) (3 retailers) 2
  • 3. marketer’s Challenge: promotional the solution The success of a promotional email campaign hinges on two elements: frequency and relevancy. Which is most important? Think “One way to sell a “quality over quantity.” consumer something in relevancy. There’s a big difference between sending targeted, the future is simply to relevant promotional messages and “batch and blast” emails—one is relevant and the other isn’t. To ensure your promotional messages get his or her attention are compelling and consistent with the goals of your email marketing in advance.” program, follow these basic guidelines: seth godin - author, permission marketing Step 1: Evaluate Your Email Design Ensure your primary message and call to action are easily recognizable within the email, and use lifestyle and product imagery to support your messaging. Frequency. Sending frequent messages is acceptable if you have something meaningful to say. Work first on driving relevancy with Step 2: Add Value each message, then test to determine a send schedule that balances Focus on achieving each aspect of your the goals you’re trying to achieve with the value of each message. value proposition: promotional, connection, relationship building, etc. the BOTTOM LINE Step 3: Assess Your Current Data Determine how to make your communications relevant, optimize your Review the data you have within your content by performing tests, and then start to integrate multivariate data organization and use it to drive personalized to further refine your messaging. You don’t have to tackle all three at messaging. Using simple data points like gender once. After all, enhancing, testing, and measuring your campaign can and location can really improve the subscriber take time. As the needs of your subscribers evolve, so should your experience and is easy to execute. promotional email campaigns. Step 4: Look for Further Data Opportunities ze optimi Consider if there are other ways to gather to Ready ogram? data that can be used to enhance messaging. You might start with web analytics to capture r your p ) 558-9834 or vrisitmore. browse history, point-of-purchase systems to capture purchase history, or social data nto lea mining to determine brand affinity. Each of at (866 these can be used to enhance the relevancy Call us xactTarget.com of your messages. www.E 3
  • 4. RETAIL TOUCHPOINTS OPTIMIZED MARKETER’S CHALLENGE: acquisition THE CHALLENGE Looking to engage with consumers, nurture brand relationships, Data requested create social buzz, and drive repeat purchases? Of course you are! of the hot 100 retailer’s email opt-in forms But are you getting the most from your in-store, online, and cross channel customer interactions? If you’re like most other retailers, you’re probably missing valuable Sign up today! First Name Last Name opportunities to acquire new email subscribers, mobile subscribers, and social advocates. And, each missed opportunity can lead to one 38% 40% less conversation and one less purchase. Zip Code Confirm Email Address 43% 28% Frequency Preferences Shopping Preference or Interest Email Acquisition on website 2% 18% of the hot 100 retailer websites: Multiple Email List Options Discount For Signing Up 15% 11% 74% SMS Alerts include an email opt-in form on the homepage 9% Opt-In ► 67% include an email opt-in form on the homepage plus other pages To determine where your brand ranks, ask yourself these questions: 11% • Do you promote digital engagement in-store? This could include include an email opt-in form with first purchase incentive discount posting opportunities for email opt-in, your website URL, Twitter 8% handle, etc. provided no email opt-in opportunity • Are you asking for customers’ email addresses at the point of sale? We found that fewer than half of the top retailers were! • Do you have an email opt-in form on your website? How easy is it to find, and how quickly can someone complete it? In-Store signage: calls to engage 95 of the hot 100 retailers with brick and mortar stores 18% 5% 5% 8% 2% 2% promoted promoted a coupon promoted promoted promoted Facebook promoted email opt-in via SMS messaging a YouTube channel a mobile app and Twitter engagment website URL 4
  • 5. marketer’s Challenge: acquisition the solution ONLINe. Be respectful of consumers’ time. If improved customer acquisition is a priority for your business, the best place to start is by analyzing where your consumers are already TIP 1: engaging with your brand. Then, determine how to enhance the customer Make your email opt-in form easy to find on your website. experience and drive interactive engagement. TIP 2: Here are a few ways to get started: Request only the data that you plan to use—and actually use it! If you request a name and zip code, use In-Store. Engaging consumers who are already interacting with personalization and geographic segmentation to make your brand is the ultimate win-win. And, your physical store provides your messages more relevant and engaging. you a competitive advantage over your eCommerce competitors. Take advantage of the time a consumer spends in your store and promote TIP 3: opportunities to interact with your brand after they walk out the door. Communicate the value of what you’re offering up front—make sure your customers know why they should provide you their information. TIP 1: Promote your website URL, email opt-in, SMS messaging programs, social channels, and more Cross-channel. Consumers want different things from different within your store, specifically at places where channels, so make goals and priorities for each while utilizing the consumers are waiting (e.g., near the check-out). strengths of one channel to promote another. TIP 2: Evaluate if collecting data at check-out is right for your business (via sales clerk, SMS capture, etc). TIP 1: Whether you collect personal data or geographic Take advantage of your consumer’s down-time and data, it should lead to more personalized promote your mobile and social programs across all communications—if it doesn’t, you’re just of your commonly-used mediums—in-store, print, TV, inconveniencing your customers with a lengthier display advertising, etc. transaction process. TIP 2: TIP 3: Include an email opt-in form on your Facebook Offer to send in-store receipts to consumers via Tab and follow the same principles you do for your email. This is a great way to provide value and website opt-in form. added convenience to your customers’ shopping experience, plus it gives you an opportunity to gain feedback, promote special offers, and drive web traffic. Not quite ready for digital receipts? the BOTTOM LINE Then focus on including a digital call-to-action Your customer relationships are your most valuable asset. Don’t miss on your in-store receipts to encourage further the opportunity to engage with customers and build a brand experience brand interaction. that drives loyalty. ize to optim? Ready ogram r your p 4 or vis it 66) 558 -983 arn mor e. us at (8 arget.com to le Call xactT www.E 5
  • 6. RETAIL TOUCHPOINTS OPTIMIZED MARKETER’S CHALLENGE: the first impression THE CHALLENGE Welcome emails are the best opportunity to solidify your relationship with a new subscriber. They tend to record higher open and click- TO MEASURE THE SUCCESS through rates than any other emails, and are sent to your most captive audience. Remember that at the time the welcome email OF YOUR onboarding sends, you’ve just been invited into the subscriber’s world, and they PROGRAM, CONSIDER: want to hear from you—as long as your content is relevant. The stakes are high! welcome email highlights Messaging 74 of the retailers that sent welcome emails Ensure your content benefits both the consumer and your included value proposition of email program brand. 67% incentives sent an incentive within the email for future purchases 35% asked to update preferences If you offer incentives, they 26% should be consistent with your marketed rewards program value proposition. 21% marketed recommended products 9% cadence used first name within email text Send real-time messages. Or, 9% if sending a drip campaign, test your frequency. 6
  • 7. marketer’s Challenge: the first impression the solution If you’re unable to address each of these within a single, real-time message, you might consider an onboarding drip campaign that Align your onboarding program goals with your overall marketing goals. spans across an acceptable “new subscriber” timeframe. Test to make sure you have the right messaging, incentives, and cadence. To achieve success onboarding your newest subscribers, there are two timing. If possible, messages should always be sent in real time. elements to take into account: content and timing. Remember that initial engagement decreases with every moment that goes by. If you’re waiting a day to send a welcome email, you’ve Content. Work to strike a balance between the needs of your already missed the moment of engagement. subscribers and your company goals. Remember that content within a welcome email should be advantageous to both parties and, generally, achieve the following: the BOTTOM LINE Remember that first impressions last—and a welcome email may be the first one-to-one communication a consumer has ever had with your 1 CONFIRM brand. Don’t lose sight of the importance a welcome email can have on Confirm the opt-in action and thank the establishing a relationship for years to come. subscriber for providing their information. Include an easy-to-identify opt-out option to stay true to permission-based marketing. ize o optim? 2 UTILIZE t Ready ogram Utilize personalization—if you asked for a first name in your opt-in form, use it. r 3 SET your p 4 or vis it 66) 558 -983 arn mor e. us at (8 arget.com to le Set expectations about frequency and content, and reinforce the value proposition Call xactT of the program or communication. www.E 4 EDUCATE Educate the subscriber on other opportunities to engage. Consider promoting social or mobile campaigns. 5 LEARN Learn more about the subscriber. Drive them to a preference center or other location where they can provide more information about themselves. Use this information to strengthen the relationship. 6 FEATURE Feature “Add to Address Book” links prominently so you’re treated as a trusted sender. 7 DRIVE Drive customers to your other channels—social, mobile, or in-store. 7
  • 8. RETAIL TOUCHPOINTS OPTIMIZED MARKETER’S CHALLENGE: Abandonment THE CHALLENGE If you’re like most retailers, you struggle with cart abandonment. And whether you’ve had a cart abandonment Cart Abandonment Email Features Of the 16 retailers that sent cart abandonment emails: program running for years, or are just considering the idea, almost everyone can be doing it better. In analyzing research gathered for Retail Touchpoints Exposed, we found that most retailers don’t have cart abandonment programs running at all. This is a huge missed opportunity! But, even among those retailers that have active campaigns, 44% contained an image of the many are missing the mark in a number of ways, including: abandoned product 25% • Timing. Waiting too long or not long enough to send a communication. Timing should match the product that is abandoned—complicated product purchases can require more time to consider, but simple or highly- competitive products need immediate follow-up. contained the customer’s • Messaging. Sending generic messages that don’t name include personalization, images of the abandoned 25% product(s), incentive to purchase, or recommendations of similar products. • Reason for Abandonment. Lack of consideration for the different types of abandonment. Each consumer’s contained an incentive to browsing and buying behaviors are different, and the purchase time spent on a page can be an indication of whether 13% your consumer was simply browsing, or is perhaps a more serious buyer. contained other product recommendations number of Cart Abandonment Emails of the 16 Retailers THAT SENT CART ABANDONMENT EMAILS: 69% consisted of one email 13% consisted of two emails 19% consisted of three emails 8
  • 9. marketer’s Challenge: abandonment the solution the BOTTOM LINE There’s no magic formula that will reengage consumers once they’ve left Don’t stop analyzing your eCommerce data once you have a cart your site, but there are key elements that all successful abandonment abandonment program running smoothly. Remember that consumers remarketing campaigns possess—well-utilized data, a compelling don’t need to have something in their cart to be considering a message, and proper timing. purchase. Evaluate how to capture and re-engage interest with consumers who browse product detail pages, ask product questions Here’s how to get started: on social networks, or browse in-store without making a purchase. Step 1: Capture the Event ze optimi Abandonment events can be identified and captured to Ready ogram? through eCommerce, web analytics, and other platforms. r your p ) 558-9834 or vrisitmore. Step 2: Integrate Your Data Data makes your remarketing messages compelling and nto lea relevant. Integrate the data you capture in Step 1 into at (866 your messaging platform of record (e.g., ExactTarget). Call us xactTarget.com www.E Step 3: Select Your Channel Consider how subscribers interact with each channel to determine the best way to deliver this type of message— email, mobile, or social? Think about privacy concerns and the strengths of each channel to drive conversion. HINT: email is probably your best option! Step 4: Design for Relevancy Customize your imagery, pricing, and supporting content to match the specific product(s) abandoned. Consider purchasing hurtles and offer information or incentives to help buyers overcome these. Or, if your product has a lengthy buying cycle, offer customers alternative conversion options such as low inventory alerts, price change alerts, or updated model alerts to keep them engaged. Step 5: Schedule the Message The higher the competition and lower the complexity of the product, the quicker you should send your message. Purchases that typically have a longer sales cycle should correspond to a longer wait between messages. Also, consider assigning a cadence or an ongoing drip campaign around an abandon event— especially for larger purchases that warrant two or three communications. 9
  • 10. RETAIL TOUCHPOINTS OPTIMIZED MARKETER’S CHALLENGE: post-purchase THE CHALLENGE Competition is steep for retailers across all industries, and because marketers are vying for a piece of the same pie, communications are POST-PURCHASE often narrowly focused on capturing the sale. But what happens after COMMUNICATIONS SHOULD: the purchase? • Reinforce positive feelings from • Are you sending confirmation messages? the purchase. • Are they personalized to the buyer? • Maximize the value or utility of • Are you highlighting complementary products in subsequent the product. marketing messages? • Obtain customer feedback. • Are you asking for product reviews? • Enable customers to share their • Are you maximizing the value of the product your customer purchase or product experience. just purchased? • Promote cross-sell and up-sell opportunities. “Every year the marketing landscape changes, every year the customers become more demanding, every year If you answered no, you’re missing a huge opportunity to develop [they want] more things. You have to brand advocates through post purchase communications. always be sprinting to stay ahead of Consumers are more informed than ever before. They’re the competition.” comparing prices in-store and online, reading product reviews, Jacob Hawkins - VP of eCommerce, and looking to their social networks to determine which product Overstock.com is best for them. To become the subject of those discussions, you must have advocates who are passionate enough about your brand to want to tell the world—even well after a purchase has been made. personalization of email after in-store purchase after online purchase 95% did not personalize email after in-store purchase 79% did not personalize email after online purchase 5% personalized email after in-store purchase 21% personalized email after online purchase 10
  • 11. marketer’s Challenge: post-purchase the solution the BOTTOM LINE The buying cycle shouldn’t end after a purchase is complete. To When considering ways to improve your post purchase develop brand advocates, you must first nurture their positive communications, keep in mind the impact that a positive purchase experience, combat buyer’s remorse, and provide experience can have on a consumer. If a communication isn’t outlets for customers to share their experiences. Often this is adding to the experience, it may be time to re-evaluate the achieved through a series of tactics that aim to maximize the function of that message. value of the purchase. Here are some ways to get started: Tactic 1: Confirmation Messages Send these messages immediately, and customize the content in order to provide optimal value to the customer. If you’re sending a confirmation message, chances are high that you already know a little about their purchase behaviors and have obtained their name, credit card number, email address, mailing address, and more. Utilize this data to add value to future communications through personalization. Tactic 2: Value-Add Messages Ensure that your customers get the most out of their purchase. Send tips and tricks that maximize the value of the product they purchased, and work toward nurturing a positive brand experience. In doing so, you’ll not only deepen your relationship with the customer, but also drive repeat purchases. Tactic 3: Product Reviews Give your customers a voice and increase your company’s user-generated content by encouraging product reviews. Make it convenient for them to provide input, but be deliberate with your timing. This type of message should be sent after the customer has had the opportunity to experience the product, but before they no longer feel an association to the purchase. Tactic 4: Sharing Make it easy for customers to tell their friends about their recent purchase through social sharing. In doing so, customers become brand advocates and extend the reach of your brand to their social networks and beyond. ze optimi Tactic 5: Cross-Sell and Up-Sell to Ready ogram? Inform the customer of additional products or add-ons associated with the purchased product. Be informative r your p 6) 558-9834 or avrisitmore. and make it easy for the customer to research and buy what you’re recommending. When sending this type of 6 n to le communication, remember that relevancy and selectivity at (8 are very important—don’t bombard your active customers Call us xactTarget.com with irrelevant promotional information. www.E 11
  • 12. RETAIL TOUCHPOINTS OPTIMIZED MARKETER’S CHALLENGE: reengagement THE CHALLENGE It’s easy to think that once a subscriber provides you with their email address, they’re yours for life! But in reality they could un- A reengagement message should include: engage and start ignoring your communications at any moment. Subscribers stop engaging for a number of reasons—message STRONG volume, frequency, irrelevancy, etc. But many retailers are sitting back and watching this happen, without adjusting their programs to reengage these subscribers. In fact, many marketers continue sending the same messages at the same frequency to lists where more than 50% of the subscribers haven’t opened or clicked on an subject line email in more than six months. Engage subscribers even before they open the implications email through subject Revenue. Consider this—if over half of your subscribers aren’t lines that pique curiosity. opening your emails, then over half of the cost you spend to send reminder these emails is being wasted. Now consider these costs over a six or twelve-month timeframe, and it’s easy to see how lack of engagement has a negative effect on your bottom line. Deliverability. Internet service providers (ISPs)—Gmail in particular—increasingly use engagement data to assess sender of value proposition reputation. If ISPs start to notice that a high percentage of your What benefit does emails are being ignored by their user base, they’ll start sending your message bring to your messages to the junk folder—or even block your sends subscribers? altogether. STRONG call-to-action Be clear about the action you want the subscriber to take—confusion could lead to inaction. 12
  • 13. marketer’s Challenge: reengagement the solution the bottom linE Before you start a reengagement campaign, you must identify your If a subscriber reaches your full definition of unengaged, you audience and start to understand when and why they’ve lost interest. should greatly reduce the frequency of your communications or As you begin, you’ll want to follow these basic steps: stop sending to them altogether. This will reduce marketing costs, increase deliverability, and therefore increase the performance of your entire program. Step 1: Define Your Audience Create a definition for an “unengaged subscriber,” and ensure that it aligns with the purchase cycle for your company’s ize products or services. t o optim? Step 2: Segment Your List Ready ogram r Determine the point when subscribers begin to disengage. Is it after one month, your p 6) 558-9834 or avrisitmore. 6 n at (8 to le six months, or a year? Examine the history Call us xactTarget.com of your currently disengaged subscribers to www .E determine when they began to lose interest, then use this data to segment your lists. Step 3: Design for Engagement Design a messaging program to communicate with subscribers during times when they’re most likely to start disengaging. Each message’s sole focus should be to bring the subscriber back into the engaged subscriber mix—so ensure that you’re providing value. Step 4: Send at the Right Time Implement a program that automatically triggers reengagement messages to subscribers who reach specific un-engagement thresholds. Step 5: Test, Test, Test! Test different types of reengagement messages. Try an opt-out campaign or an opt-down campaign to identify which subscribers would simply like to hear from you less, as opposed to not at all. 13
  • 14. RETAIL TOUCHPOINTS OPTIMIZED CLIENT SUCCESS: BUYAGIFT.COM “Authentic, consumer- challenge: driven content has Buyagift sells gift experiences such as extreme driving packages, hot air balloon rides and spa a better effect on services, to online consumers in the UK, and three sister sites across Europe. Like many online customers because it retailers, they found success using email to build their subscriber base and deliver regular mass- is written in a voice communications, but in recent years struggled to create cross-channel marketing campaigns that they’re familiar with.” leveraged their customer data and drove engagement beyond email. Max Sydenham Digital Content Manager, Buyagift They knew they had a unique opportunity to break into social due of the experiential nature of their products. Buyagift consumers have exciting and passionate stories to share about their experiences, and social media has proven to be their channel of choice. Buyagift had an opportunity to do much more than simply place a Facebook or Twitter link in the header of their emails, prompting their adoption of ExactTarget’s integration with Bazaarvoice. solution: Today, Buyagift uses ExactTarget and Bazaarvoice to request consumer product reviews via email. Once a review is submitted, it’s then disseminated across all of Buyagift’s social communication channels, including Facebook, Twitter, and Tumblr (Buyagift’s blog platform). Buyagift then uses review information stored in Bazaarvoice to send a regular newsletter via ExactTarget, which features a “Top Rated Products” section. By integrating email with social, Buyagift is able to encourage consumers to interact across multiple channels to build a brand experience that’s engaging and consumer-driven. Buyagift sets their brand apart by creating a truly authentic cross-channel presence with content that’s constantly being updated by their biggest brand advocates. RESULTS: While many marketers still question the impact social can have on overall campaign success, Buyagift has seen phenomenal results: • 150% higher conversion rate for consumers who interact with Buyagift consumer- generated content • 33% higher conversion rate for consumers who come to Buyagift.com directly from social channels • 10% higher average order size for customers exposed to social Since experiencing success with their cross-channel strategy, Buyagift has continued to focus on implementing campaigns that further integrate email consumers with social. As part of this strategy, they’ll be adopting ExactTarget SocialPages™ to capture customer and prospect data in Facebook, to grow their email campaigns. “We want to optimize SocialPages so that we can turn social followers into email followers and vice versa,” says Max Sydenham, Digital Content Manager at Buyagift. The company is also currently working to utilize their product review data to drive content for a cart abandonment program, utilizing ExactTarget’s Automation Studio functionality. These strategies, powered by ExactTarget’s Interactive Marketing Hub® technologies, allow Buyagift to drive cross-channel engagement and boost revenue. 14
  • 15. client success stories ze to optimi Ready ogram? r your p 6) 558-9834 or avrisitmore. 6 n at (8 to le Call us xactTarget.com www.E CLIENT SUCCESS: carhartt “The joint solution of CHALLENGE: ExactTarget and Adobe With four sewing machines and five employees, Hamilton Carhartt founded his namesake company SiteCatalyst gives me the in 1889. Although much has changed since then, the company’s dedication to creating exceptional data I need to very quickly work wear apparel has remained the same. Carhartt’s eCommerce department, established in make decisions and target 2005, had a similar opportunity to grow its side of the business from the ground up. my consumer base.” Anna Cole The team quickly established that it needed to expand and streamline its email marketing. Its eCommerce Business Manager, subscriber list was in need of growth, and the process for updating each email with tracking code Carhartt (which included 20 or 30 links in the header and footer) was time consuming. The company also wanted a better way to gather data from online shoppers to further target its marketing campaigns. solution: Since partnering with ExactTarget in 2007, Carhartt has seen its email subscriber list grow to 15x its starting size. In 2011, the team turned to the ExactTarget + Adobe SiteCatalyst Integration to further improve eCommerce performance. This combined solution enables the company to collect valuable customer data, such as purchase history, browse history, and cart abandonment. With this data, Carhartt gains a single view of each customer and can easily send personalized and triggered emails—which are automatically tagged with tracking codes for easy reporting. “The joint solution of ExactTarget + Adobe SiteCatalyst gives me the data I need to very quickly make decisions and target my consumer base,” says Anna Cole, eCommerce Business Manager at Carhartt. “Without browse and purchase data, we wouldn’t be able to segment our campaigns to the specific interests of our customers.” RESULTS: With this integration, Carhartt has seen tremendous results, including: • 6x higher click-through rate for abandoned cart campaigns • 3x higher click-through rate for targeted emails vs. general promotional emails “Our emails wouldn’t be this successful without the ExactTarget + Adobe Integration,” says Cole. “We’ve seen tremendous click-through rates, and the number of campaigns we’ve been able to execute has increased substantially.” Carhartt plans to push its campaigns forward by testing different offers in remarketing campaigns, and continuing to collect demographic data to send customers the most relevant offers. Carhartt experiences a 3x higher click-through rate with targeted messages than general promotions. 15
  • 16. THE POWER OF ONE SOLUTION The ExactTarget Interactive Marketing Hub® provides a single view of your customers that can help transform your interactive marketing campaigns and online conversations into real-time, targeted, cross-channel marketing. The Hub gives you: UNITY. Integrate data from disparate sources—from CRM and social media networks to point-of-sale information and web analytics to gain a single, unified view of each consumer. CONTROL. With access to real-time tracking and first-class, graphical reporting, the Hub gives you immediate visibility and ultimate control over all of your marketing campaigns. SPEED. Ensure your communications are as relevant as they are timely. Automate advanced, sequenced programs and deliver personalized cross- channel messages from a single, intuitive console. to GET Ready D? START E 4 or visit e about 5 58-983 b to learn mor b. at (866) Hu Hu Call us ctTarget.com/ ive Marketing a t www.Ex tTarget Interac c the Exa