1. Online Marketing: Driving Traffic, Conversion and Sales
Arthur Begins
Vicki Updike Chief Marketing Officer, Miles Kimball
Arthur Middleton Hughes Senior Strategist e-Dialog

2. Agenda Highlight several e-mail strategies
Look in your mailbox strategy
Use of s as reminders
Use of transaction and triggered s

3. Look in your mailbox tests
Objective: understand incremental sales from catalog plus s
Method: Send three different catalogs to test and control group with and without s.
Measure: increased sales and reduced costs from use of s.
Vicki begins here.

4. How Test was Conducted Randomly selected 2 test panels
All purchased on-line
All received 3 catalogs: Winter, Winter R and Spring.
Second panel also received three newsletters: two after the catalog arrived, one during the catalog mailing.

5. Contact Strategy Results
group had total increase in sales of 18% over catalog only.
increased number orders by 6%
Average order size increased by 12%
Variable operating cost per order decreased by 44% for online orders.
s increased promo cost by 6%

6. Total Contribution* Increase
Increase in sales and decrease in operating expense resulted in:
Increase in total contribution by 43%
Increased contribution per order increased by 35%
Response rate increased by 6%
* Contribution includes income from S&H plus sales

7. Transaction & Triggered e-mails
Transactional and triggered s are the most powerful s you will ever send to your catalog customers.
They have open rates of 70% to 90%, whereas promotional ’s open rates are usually less than 20%
To be successful, these s should be like a conversation between the client and his customer.
Secret of success: put the message at the top, and a cross sale below the fold.
Arthur Talks Here

8. Types of Triggers Welcomes Abandoned Shopping Cart
Product Ratings and Review
First Time Buyer
Birthday or Anniversary
Direct Mail Support
We Missed You
Surveys and Polls

9. Cold Stone Creamery E-Mails
Cold Stone with 1,700 locations created a birthday club “Receive FREE Ice Cream on Your Birthday!” .
In two years, 2,000,000 signed up for s.
Birthday s have open rates 62.5% higher than other s. Click throughs are 350% higher .
Franchisee survey: “Overwhelmingly positive response… drives people into the stores… people don’t come in by themselves.”

10. Transactions: very powerful e-mails
Transaction s (“Your order was shipped today”) – like triggers -- have open rates of more than 60%
Here is an ideal opportunity to promote additional sales – because customers are reading them.
Many companies do not take advantage of this.
Their transactions are in text, not HTML, and often say “Do not reply to this !”
What a mistake!

11. Why Transactions often go wrong
2/23/2019
Instant
Retail POS System
Web site &
Catalog Desk
Instant
Instant
Delay
Delay
Delay
Delay
Information Technology
Service Provider
Shipping Dept.
Text
HTML
Text
Customer

12. How the Problem is Solved
2/23/2019
Retail POS System
Catalog Desk
Web site &
Information Technology
Service Provider
Shipping Dept.
Customer

13. A Terrible Transactional E-mail

14. Microsoft Blows an Opportunity
2/23/2019
Why don’t you make a note of this easy-to- remember number
So you can enter it here!
And read this easy number over the phone to them here!

15. Keeping your subscribers
Now that you have them, how do you keep them – and keep them opening your s?
Make each relevant (to their interests) and an adventure (by making it very interactive).
Include surveys, opinion polls, contests, humor -- why not make your s fun to read?

16. Email ‘Reminders’ Objective: Increase sales and contribution
Method: Send a follow up reminding customers of the targeted sale
Measure: Combined online and offline sales and contribution increase.
Vicki Talks Here to the end

17. ‘Reminders: Postcard design ’

18. ‘Reminders E-mail Design’

19. Email ‘Reminder Results
group had total increase in sales of 11% over postcard only.
increased number orders by 10%
s increased promo cost by 3%
End Result: Increased Contribution

20. Trigger E-mails Strategy
Objective: Increased customer engagement and increased sales
Method: s are sent to customers at the following triggers:
Receipt of a catalog
New promotable address
No second purchase
Abandon shopping cart
Measure: Increased opens, conversion and sales.

21. Catalog Mailing Triggered email
Key Learnings:
Show the catalog that the customer will or has received.
Tell them what’s new
Make it easy to understand

22. Welcome Trigger Email Key Learnings:
Give the new prospect a solid brand message
Not overly promotional
Include a call to action

23. We Miss You Email Key Learnings: Be specific Ask them to come back
Consistent brand message

24. Abandon Cart E-mail Key Learnings: Be specific
Give them a reason to check out
Consistent brand message but stronger promotional content

25. Trigger vs. Non-Triggered Emails
117% increase in open rate
189% increase in click through rate
10 Times the order rate
11 Times increase in demand per sent!

26. Triggered E-mail Conclusion:
Generates valuable, loyal customers.
Triggered s to those who furnish opt-in address is a powerful marketing tool.

27. From Amazon.com or Borders.com
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From Amazon.com or Borders.com