using email marketing to build a social presence
Post on 12-Jul-2015
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Using email to improve your social presenceHow Delta Apparel Integrating Social
Into Email Marketing Campaigns
Delta Apparel, Inc.
Direct to Consumer eCommerce
About Delta Apparel
Delta Apparel, Inc. is the parent company of
QUESTION:
How do we use email to introduce subscribers
to our social outlets and convince them of
the value.
Step 1: Research
Find the baseline to measure from.
Look at the metrics during the same time in the
previous year.
• Deliveries -
• Delivery Dates -
• % of Total Revenue -
• Conversion Rate -
• Social Fan Growth -
Step 2: Campaign Brainstorm
How do we improve over last year.
Look at the metrics during the same time in the
previous year.
• Throw everything out and start from scratch
• Integrate social
• Compare social subscriber numbers to email subscriber
numbers – OPPORTUNITY!!
• Encourage Social subscriber growth to build brand loyalty
Step 2: Campaign Brainstorm
How do we improve over last year.
Look at the metrics during the same time in the
previous year.
• Bring Social Into Email
• Encourage social subscribers to become email subscribers
• Encourage email subscribers to share deals and promotions
with their circles
• Send more often
Step 3: Campaign Development
Identify Key Delivery Dates Based on Industry Trends
• Thanksgiving
• Black Friday Weekend
• Cyber Monday
• Cyber Tuesday
• Cyber Monday 2
• Second Full Week of December
• Free Shipping Saturday
• Tuesday Before Christmas
Step 3: Campaign Development
How Can We Use Bronto?
• Segmentation
• RFM
• Workflows
• Tracking
• Scheduled Sending
• Re-Sending
Step 3: Campaign Development
Thanksgiving Day
“Say „Hi‟ to us on
Facebook and Twitter
and pick up a Black
Friday bonus Promo
Code”
Open Rate: 10.9%
Click Rate: 9.3%
Conversion Rate: 5.6%
Revenue Cont.: 2.9%
Facebook Clicks: 460
Twitter Clicks: 139
Step 3: Campaign Development
Black Friday Weekend
Tiered Promotion
Decreased Promotional
value over the weekend
Friday Revenue Cont.: 13.8%
Friday Conversion Rate: 14.0%
Saturday Revenue Cont.: 5.68%
Saturday Conversion Rate: 9.8%
Sunday Revenue Cont.: 2.97%
Sunday Conversion Rate: 6.8%
Step 3: Campaign Development
Cyber Monday 1
One Day Site Wide
Deal
Different from the
Black Friday Deal
Open Rate: 5.7%
Click Rate: 20.8%
Conversion Rate: 18.7%
Revenue Cont.: 21.78%
Step 3: Campaign Development
Cyber Tuesday
One Day Site Wide
Deal
Less valuable than
previous days
Open Rate: 9.2%
Click Rate: 6.5%
Conversion Rate: 4.0%
Revenue Cont.: 1.3%
Step 3: Campaign Development
Cyber Monday 2
One Day Site Wide
Deal
Open Rate: 9.2%
Click Rate: 12.0%
Conversion Rate: 6.9%
Revenue Cont.: 2.63%
Step 3: Campaign Development
December Week 2
RFM Email
Criteria
• Open & Converted
• Open and Click
• Open or not opened
Email: Open & Converted
Open Rate: 12.5% / Resend 11.7%
Click Rate: 20.8% / Resend 15.5%
Conversion Rate: 17.0% / Resend 17.8%
Revenue Cont.: 11.47% / Resend 12.24%
Step 3: Campaign Development
December Week 2
RFM Email
Criteria
• Open & Converted
• Open and Click
• Open or not opened
Email: Open & Clicked
Open Rate: 3.6%
Click Rate: 10.9%
Conversion Rate: 18.4%
Revenue Cont.: 1.2%
Step 3: Campaign Development
December Week 2
RFM Email
Criteria
• Open & Converted
• Open and Click
• Open or not opened
Email: Open or not
Open Rate: 1.4%
Click Rate: 36.4%
Conversion Rate: 10.9%
Revenue Cont.: 1%
Step 3: Campaign Development
Free Shipping Saturday
Trend growing strength
Open Rate: 6.3%
Click Rate: 28.7%
Conversion Rate: 8.2%
Revenue Cont.: 8.95%
Step 5: Review Performance
Identify Wins and Losses
1. Thanksgiving Day Email
1. More Facebook than Twitter codes used
2. People still made purchases even though sale started the
following day
2. December Week 2 Email
1. Converting customers will convert again
2. Email went viral on coupon deal sites
3. Cyber Tuesday
1. Deal was weak and under performed
2. Bronto Segmentation and Conversion tracking major factor
Step 5: Review Performance
Holiday Social Growth 11/6 – 12/31
Facebook - 15,055 new fans
Twitter - 966 new followers
Step 5: Review Performance
Performance of Holiday Email 2010 vs. 2011
1. Email Volume: Up 286%
2. Open Rate: 9.1% vs. 5.6%
3. Conversion Rate: 18.3% vs. 8.0%
4. Conversions: Up 754%
5. APO: Up 108%
6. Orders: Up 279%
7. Revenue Growth: Up 301%
8. Complaints: Unchanged
9. Social Views: 252 vs. 13
Conclusion
Sent the same number of emails – 28
Email Drove Social engagement
Email contributed to social growth
Social improved email performance
Email and social medial specialists must work side-by-
side in marketing departments to drive well-rounded
performance
Thank you
Q&A
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