Audience:
Customers who made 1+ order in 2015, but hadn't in 2016 (As of 4.8.16)
51.6K total
Message:
Subject Line: 'real quick'
Variation 1 (20% Promo): https://www.klaviyo.com/content/variation/iNzgJ5/web-view
Variation 2 ($20 Promo): https://www.klaviyo.com/content/variation/qY8uyV/web-view
2 calls to action: email [email protected] ('Co-Founder' personal email) & use your credit at www.huckberry.com
No images (to increase chances of hitting primary inbox)
Strategy:
Each variation was sent to 50% of the list
Email sent on Sunday, April 10th at 8 AM Pacific
Promo codes to be entered at checkout (1x use, usual item exclusions apply, 72 hour window)
Results:
Open Rate: 50.4%
CTR: 11.3%
Revenue: $123.5K
Unique customers: 1268
$97.40 AOV
Emails to [email protected]: 325 uniques
Findings:
1. All other things being equal, the $20 store credit offer resulted in a 15% higher CTR than the 20% offer. But the 20% offer resulted in nearly 3x AOV and 20% more revenue.
2. The $20 store credit resulted in 852 purchases. The 20%, 415 purchases. Even though the 415 purchases were nearly 3x more in AOV, the store credit reduced purchasing friction significantly. In the future, perhaps adding store credit right to a person's account would reduce it even more (vs. making them enter a promo code).
2. For the most part, the people who replied to [email protected] believed that the email was genuinely from him. Some were skeptical however like marketers and salesmen, and a few found certain parts fake, including the "Big Sur with the GF" line.
3. Overall, feedback was mostly positive. The major issues voiced from people were shipping times (in general and for international), high prices, lack of products for women, and too many style-focused clothing and not enough outdoor gear.
4. Though we included 2 hyperlinks, we still hit people's primary tab, judging by the record 50.4% open rate. 'real quick' is a solid subject line, at least, to use once on a segment of people.
5. Judging by the revenue earned and the responses, the 2015 customers who hadn't purchased were not nearly as 'lost' as we'd anticipated — or people just love their promotions/savings.
6. Many people had good things to say about the Journal, and communicated that although they don't purchase they read articles regularly.
Improvements:
1. Alert Eli and the warehouse of retention efforts like this in the future, in the same way and for the same reasons that we alerted CX of the Promo. They were not anticipating 915 orders on a Monday morning.
2. Have Tech build out Promotions Tab for more control over which email addresses can use the promo codes and which can't. We need a way to upload email lists. (This is on Josh's To Do). This prevents the codes from leaking to Reddit or elsewhere. (The only known leak was on a small watch blog, which thankfully didn't get much attention)
3. Brands team must update and maintain the Promotion Product Exclusions spreadsheet to ensure that all items that shouldn't be discounted are done so at a product level — or listed on this sheet. (There was a vintage Rolex not tagged on product level like the rest of them)
4. In the future, promising a one-day response to all people who write into a 'personal' email address should be done so with more caution. Replying to 325 emails in a thoughtful, personable, and helpful way is a great tool to use, but time-consuming. I'd recommend for next time promising to read them all and reply to as many as possible, or anticipating the load more so and bringing in more ghostwriters.
5. There is at least a question that should be asked about ghostwriting in general and whether it's the most honest — and practical — way to be marketing. There are a ton of insights in these emails and I'd recommend Andy and Rich both combing through more than the ones Evan and I tagged for them to reply to.
6. In the message itself, include the hyperlink CTA(s) closer to the top of the email. Both were substantially lower in the email copy, which may have affected CTR. We can test this more in the future.
7. In the future, Store Credit promos should be capped with a minimum order value. This prevents Huckberry from ever losing any money or breaking even on a small purchase.
Customers who made 1+ order in 2015, but hadn't in 2016 (As of 4.8.16)
51.6K total
Message:
Subject Line: 'real quick'
Variation 1 (20% Promo): https://www.klaviyo.com/content/variation/iNzgJ5/web-view
Variation 2 ($20 Promo): https://www.klaviyo.com/content/variation/qY8uyV/web-view
2 calls to action: email [email protected] ('Co-Founder' personal email) & use your credit at www.huckberry.com
No images (to increase chances of hitting primary inbox)
Strategy:
Each variation was sent to 50% of the list
Email sent on Sunday, April 10th at 8 AM Pacific
Promo codes to be entered at checkout (1x use, usual item exclusions apply, 72 hour window)
Results:
Open Rate: 50.4%
CTR: 11.3%
Revenue: $123.5K
Unique customers: 1268
$97.40 AOV
Emails to [email protected]: 325 uniques
Findings:
1. All other things being equal, the $20 store credit offer resulted in a 15% higher CTR than the 20% offer. But the 20% offer resulted in nearly 3x AOV and 20% more revenue.
2. The $20 store credit resulted in 852 purchases. The 20%, 415 purchases. Even though the 415 purchases were nearly 3x more in AOV, the store credit reduced purchasing friction significantly. In the future, perhaps adding store credit right to a person's account would reduce it even more (vs. making them enter a promo code).
2. For the most part, the people who replied to [email protected] believed that the email was genuinely from him. Some were skeptical however like marketers and salesmen, and a few found certain parts fake, including the "Big Sur with the GF" line.
3. Overall, feedback was mostly positive. The major issues voiced from people were shipping times (in general and for international), high prices, lack of products for women, and too many style-focused clothing and not enough outdoor gear.
4. Though we included 2 hyperlinks, we still hit people's primary tab, judging by the record 50.4% open rate. 'real quick' is a solid subject line, at least, to use once on a segment of people.
5. Judging by the revenue earned and the responses, the 2015 customers who hadn't purchased were not nearly as 'lost' as we'd anticipated — or people just love their promotions/savings.
6. Many people had good things to say about the Journal, and communicated that although they don't purchase they read articles regularly.
Improvements:
1. Alert Eli and the warehouse of retention efforts like this in the future, in the same way and for the same reasons that we alerted CX of the Promo. They were not anticipating 915 orders on a Monday morning.
2. Have Tech build out Promotions Tab for more control over which email addresses can use the promo codes and which can't. We need a way to upload email lists. (This is on Josh's To Do). This prevents the codes from leaking to Reddit or elsewhere. (The only known leak was on a small watch blog, which thankfully didn't get much attention)
3. Brands team must update and maintain the Promotion Product Exclusions spreadsheet to ensure that all items that shouldn't be discounted are done so at a product level — or listed on this sheet. (There was a vintage Rolex not tagged on product level like the rest of them)
4. In the future, promising a one-day response to all people who write into a 'personal' email address should be done so with more caution. Replying to 325 emails in a thoughtful, personable, and helpful way is a great tool to use, but time-consuming. I'd recommend for next time promising to read them all and reply to as many as possible, or anticipating the load more so and bringing in more ghostwriters.
5. There is at least a question that should be asked about ghostwriting in general and whether it's the most honest — and practical — way to be marketing. There are a ton of insights in these emails and I'd recommend Andy and Rich both combing through more than the ones Evan and I tagged for them to reply to.
6. In the message itself, include the hyperlink CTA(s) closer to the top of the email. Both were substantially lower in the email copy, which may have affected CTR. We can test this more in the future.
7. In the future, Store Credit promos should be capped with a minimum order value. This prevents Huckberry from ever losing any money or breaking even on a small purchase.
