How Crocs plans and implements their promotional email strategy

We recently hosted a webinar with Kelsey Vendetti, Email Marketing Manager at Crocs, during which she walked us through the keys to successful email promotions using illustrative examples from Crocs.

150812_crocs-image-blog

Kelsey shared her tips for building a promotional calendar as well as examples of successful calendar-based and product-based promotions – from the planning stage through to results. Kelsey highlighted effective segmentation strategies and also discussed Crocs’ use of triggered campaigns, such as their welcome series, cart abandonment, and winback emails.

Continue reading

Learn from Crocs’ email promotions strategy on our upcoming webinar

We’ll be joined by Crocs’ Kelsey Vendetti who runs their email program and will be talking us through their e-commerce team’s promotional strategy. You’ll hear a step-by-step rundown of their different promotional email programs, from the planning stage all the way through to the results data for a few recent campaigns.

Crocs’ marketing team offers promotions several times per month to their customers, yet recognizes the importance of targeting these promotions to those customers who need the extra push towards purchase, and varying these promotions to keep customers interested.

150731_crocs-webinar-spread

Continue reading

Q2 2015 Pulse E-Commerce Update: Understanding Marketing Channel Performance

US e-commerce delivered solid performance in Q2 2015, in sharp contrast to much struggle in the brick & mortar retail world. E-Commerce transactions were up a cool 10% over Q2 2014, and e-commerce revenue was up 9.4% year over year.
These stats – as well as the others in this post – are based on the Custora E-Commerce Pulse, a free dashboard tracking online transactions from over 100 US retailers, 500 million anonymized shoppers, and over $80 billion in transaction revenue. Sign up here to receive email notifications for monthly updates and seasonal research reports.

The rest of the post focuses on 2015 e-commerce performance to date (Q1 + Q2). You can check out the Pulse dashboard for more detailed information, or download a spreadsheet at the end of the post with monthly metrics.

Continue reading

Tim Grace on Building a Fast-Growth Online Tie Shop

Tim Grace, VP eCommerce at The Tie Bar, talks about using data and optimizing online marketing to grow a successful e-commerce brand.
 
Tim Grace The Tie Bar

We recently published The Custora E-Commerce Pulse High-Growth Fashion Index: A new report analyzing 20+ fashion and lifestyle retailers that grew their online revenue and transactions the most in 2014. Our goal was to understand what makes these high performance retailers different from everyone else, resulting in a growth rate that is almost double the industry average. Some of the findings are straight-forward — e.g. using data effectively is a must — while others are more surprising: e.g. for the best retailers, 27% of new customers make a second purchase within 60 days of their first purchase. You can download the full report here.

Recently, we hosted a webinar with one of the brands featured in the report. Tim Grace, VP eCommerce at The Tie Bar, went “on the record” and shared advice and tips on building and growing a successful e-commerce brand.

Below are highlights from the interview, lightly edited for brevity and clarity. You can listen to the entire interview or get the accompanying deck (PDF) below.
Continue reading

How leading retailers implement customer segmentation [webinar replay]

Customer segmentation is one of the most powerful tools for retailers. But there are significant challenges marketers need to overcome before they can feel confident they’ve built out a solid segmentation program. The marketing teams that we work with often describe a balance they must strike on three fronts, between customer demands, creative bandwidth, and merchandise needs.

150702_triple-venn-blog

Creative teams are often stretched thin, and finding the resources to write and design the additional, high-quality emails needed to ramp up customer segmentation can be a struggle. Merchandise teams often make their own demands on marketers’ campaigns, while each customer has feelings of their own as to what they want to buy.

We’ve heard this challenge described as threading the needle, and recently hosted a webinar where our co-founder Corey Pierson talked through some of the ways leading retailers can pull off that marketing feat.

 

Customer demands
In theory, what the customer wants is the most powerful motivating force for marketers. As a marketer you know that some customers are interested in certain product categories and others are interested in other product categories and you want to send each segment the most relevant content. One common (and very effective) segmentation method is sorting by predicted lifetime value (or customer spend). Understanding who your best, better, and top 1% (platinum) customers are will help inform specific product recommendations.

150702_aov-blog

See more on how leading teams are using Average Order Value (AOV) and predictive persona analysis to segment customers by their wants and personalize emails accordingly.

 

Creative
However, customer needs are not the only factor that needs to be taken into account. Having enough great creative is often a big challenge when teams look to increase personalization. Where before they were sending one email, teams are tasked with sending two or more versions to cater to specific customer demands.

150702_modular-blog

See how Backcountry uses modular content to decrease the creative lift required for dynamic email segmentation.

 

Merchandise needs
Finally there’s the merchandising needs. Sometimes, for a brand that’s selling their own goods it’s an internal merch team saying “we really need to push a certain category right now.” For other companies that sell a variety of brands it’s contingent upon what’s on clearance or perhaps there is a co-op deal in place with one of those external brands.

Learn how one retailer was able to use predictive product affinity to uncover customers in their database who are likely to want a particular item that needed to be pushed by marketing.

 

Watch the replay and get the deck below
Corey goes into greater detail on the relative importance of email vs. other channels, how good a/b testing fundamentals are the backbone of great segmentation, along with an in-depth question and answer session. You will also hear from Borderfree’s Sr. Director of Client Strategy and Operations, Mike Griffin who discusses how retailers sell in multiple international markets can use segmentation to great effect.