listrak + olapic: elevating email engagement with user- generated content

#OlaSays #ListrakTrends©2016. All rights reserved. This presentation may not be recorded, copied, distributed or used without written consent from Listrak.

ELEVATING EMAIL ENGAGEMENT WITH

USER-GENERATED CONTENTJon Drennan and Ross Kramer

#OlaSays #ListrakTrends


BEFORE WE GET STARTED• We are recording today’s session and you will receive a link via email

• We’d like this to be interactive – please use the Q&A panel to ask questions throughout the presentation

• Follow the conversation on Twitter #OlaSays #ListrakTrends


TODAY’S SPEAKERS

Ross KramerListrak CEO

Jon DrennanOlapic VP of Account Management


ABOUT LISTRAK• Founded in 1999 • Marketing automation platform for online and omnichannel retailers• Retail experts• Profitable, growth company• Over 900 clients• Over 200 employees• Headquarters in PA, office in LA


LISTRAK CLIENTS


ABOUT OLAPIC• Founded in 2010 • Visual marketing technology company serving leading retailers

and brands• More than 300 clients worldwide• Headquarters in New York with offices in Cordoba, and London• Badged Facebook & Instagram Partner


OLAPIC CLIENTS


THE USER-GENERATED CONTENT REVOLUTION


OWNED CONTENTContent designed and produced by an in-house team.

PAID CONTENTContent a brand pays to produce - generally through a content marketplace, an agency, or other third parties

OWNED MEDIADigital properties (ecommerce/web), mobile apps, email marketing subscription list, physical presence.

PAID MEDIAAdvertising, sponsored distribution.

EARNED MEDIASocial sharing and WOM distribution.

THE STATE OF CONTENT THE STATE OF DISTRIBUTION


TODAY THERE IS AN IMBALANCE

QUALITY CONTENT

DISTRIBUTION CHANNELS


MARKETERS ARE FEELING THE CONTENT CRUNCHAND THE DEMAND FOR VISUAL CONTENT

Not enough content. Brands are struggling to produce fresh content for every audience segment across every channel.

Ineffective content. Whether stock images or brand-created, finding a variety of high-performing, quality content remains a challenge.


INTRODUCING EARNED CONTENTPOWERED BY VISUAL USER-GENERATED CONTENT

increase in CTR when shoppers interact with user-

generated content

43%

of consumers trust user-generated content more

than other branded images

63%

Conversion rate when shoppers interact with

user-generated content

2-3x

of millennials say UGC influences their product

purchases

53%

of consumers say they’d be more likely to buy clothing

online if ads featured photos of real people wearing it

32%


SPREADING THE USE OF PHOTOSSAVVY BRANDS ARE EXTENDING UGC ACROSS THE CUSTOMER LIFECYCLE

ACROSS ALL MARKETING CHANNELS.

Print Marketing

Mobile Commerce

In-Store dvertising

eCommerce Email Marketing

Social Advertising Offline


SPREADING THE USE OF PHOTOSBUT WITH SUCH A LARGE PERCENTAGE OF REVENUE DRIVEN FROM

EMAIL MARKETING, IT IS A CHANNEL RIPE FOR THE UGC OPPORTUNITY

Email Marketing


• Increase in email conversion rate

• Increase in website traffic

• Increase in sales

• Increase in average order value

• Content generation

BENEFITS OF UGC IN EMAIL


User-generated content outperforms brand content in trigger and promotional emails such as:

• Customer favorites

• Personalized product recommendations - based on purchase or browser history

• Product category promotions

• Cart Abandonment

• Inventory alerts, such as “back-in-stock” emails

EXAMPLES OF UGC IN EMAIL


A UGC SUCCESS STORY


MISSION: to help new parents find the best, safest, most useful and innovative products so they spend less time

shopping and more time enjoying parenthood.

Products are sold in store across the U.S. and online at www.giggle.com

http://www.giggle.com/


• Enhance richness of the giggle brand on-site

• Increase engagement

PHASE ONE: WEBSITE

Invite customers to share!


ON-SITE RESULTS

• Collected more than 25,000 user generated photos• 25% product coverage throughout site

Sales

AOV


PHASE TWO: UGC IN EMAIL

• Match website richness in email• Extend UGC into triggered emails to

increase branding and design


+


NURTURE CAMPAIGN: BROWSE AND ABANDON

Stock photo of last browsed product

Olapic UGC Images of browsed product


TRIGGERED EMAILDAY 5


feat. Olapic



feat. Olapic



Traditional Product Imagery Traditional Product Imagery+ User Generated Content

4.6% Increased

Click Through Rate

19.8% Increased

Revenue per Email


NURTURE CAMPAIGN: SHOPPING CART ABANDONMENT

Triggered Email Triggered EmailFeaturing

Olapic


PHASE THREE: MOBILE


BEACONS


YOU TOO COULD SEE SUCCESS!


THANK YOU!

www.listrak.com

[email protected]

www.olapic.com

[email protected]

listrak + olapic: elevating email engagement with user- generated content

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