New and Improved Email Marketing Program
Silver Star worked with Yes Lifecycle Marketing to enhance its triggered email program and personalize messages based on customers’ online behavior. For instance, when a customer subscribes to email communications, Silver Star sends her a multi-touch welcome series. This automated email sequence—which was previously a single touch and deployed manually—offers purchase incentives and encourages sign-ups for Silver Star’s rewards program and social sharing, among other things. Nearly a quarter of subscribers open these welcome messages.
Another one of Silver Star’s behavior-based email triggers is based on cart abandonment. If a customer adds an item to her shopping cart but doesn’t make a purchase, Silver Star sends her a three-part email series. The triggers, with an average open rate of about 38%, have enticed customers by extending deals on shipping and building a sense of urgency with each subsequent message.
Similarly, if a customer visits a brand site but leaves without putting anything in her cart, Silver Star may send her an email containing the product(s) she was browsing, as well as a few item recommendations that are pulled in using the company’s in-house affinity model integrated with Yesmail, Yes Lifecycle Marketing’s email marketing solution provider. These browse-based emails boast open rates close to 40%.
These triggered emails are just a snapshot of the many Silver Star enhanced and implemented after working with Yesmail. The campaigns ultimately had a profound impact on conversions. For instance, Silver Star’s welcome, abandoned cart, post-purchase, and birthday emails for Miles Kimball that were deployed between January and April 2015 (when the brand was fully on-board with Yesmail) outperformed those from the same period in 2014:
- The number of orders increased almost 3.5 times
- The number of orders per click increased by 41%
- Revenue per click increased by 24%
- Revenue almost tripled
Silver Star has achieved success not only by executing email triggers, but also by adopting a Yesmail-designed mobile responsive email template. This template has allowed Silver Star to streamline the email production process by using flexible modules that can easily be reordered and removed/ added from one message to the next.
All in all, Silver Star’s new and improved email program has enabled the company to beat annual email-driven sales predictions by 2%, marking a 25% year-over-year increase.