SmartPak Equine uses lifecycle emails to engage customers throughout their journey. Triggered emails have higher ROI than batch emails, with triggered campaigns generating 40.2% of sales from 4.1% of emails sent. SmartPak sends 40 unique transactional and lifecycle emails per day and 10+ promotional emails monthly. Sample emails include welcome emails, order reminders, cart abandonment recovery, and post-purchase reviews. The goal is to speak to customers in a timely manner throughout their lifecycle to increase engagement, conversion and retention.

1. How SmartPak Equine
Uses Lifecycle Emails
to Engage its
Customers Every Step
of the Way

2. Copy
“Trigger” horse sense
Carey Marston, SmartPak
Loren McDonald, Silverpop
@careyMKegel @LorenMcDonald

3. Everybody loves triggered messages…

4. Why? Low Volume, High ROI!
Volume of Emails sent Sales Generated
4.1%
Triggered
Campaigns
40.2%
Triggered
Campaigns 59.8 %
95.9 % Batch
Batch Campaigns
Campaigns

5. Copy
…and you’ll be able to leave the office earlier!

6. …but they can seem so overwhelming…

7. …so avoid this feeling and…

8. Copy

9. Agenda
Email
Program
Overview
Sample
Q&A Lifecycle
Emails

10. SmartPak Background

11. About SmartPak
• Founded by riders and horse owners for
riders and horse owners
• Finding a better way to administer
supplements led to a quest for
discovering innovative, smarter
products
• Convenience, peace of mind, time
savings Benefits:
• How SmartPaks work: • Fed right every time
• Custom orders
• Delivered free, monthly

12. SmartPak Email Program
Email Volume
Transact. &
Triggered
Promotional 12%
88%
• ~1MM+ emails sent, per
month
• Email generates 30% of
all online marketing
revenue
Email Revenue
Transact. &
• Healthy transactional Triggered
and triggered email Promotional
70% 30%
program drives high
return

13. SmartPak Email Program
40 unique
transactional and
lifecycle emails/day,
10+ promotional
emails per month
14 triggered and
transactional
programs in place

14. SmartPak Email Team
Business Owners with many requests for email campaigns
Email Marketing Manager Email Designer

15. Where we came from
Separate
systems
Email starting
New ESP
to get respect
Hired
Consultant

16. How we did it? – Phased Approach
• Identified critical segments and articulated the goals for each (e.g.
convert supplement bucket buyers to SmartPaks buyers)
1
• Mapped out existing email framework to understand the flow from
one lifecycle stage to the next (and identify gaps!)
2
• Prioritized opportunities and executed (while keeping an eye on
simplicity and automation to make the most of our limited resources)
3
• Completed relational tables integration
4
• Our motto: Pilot > Optimize > Automate!
5

17. How we did it
What marketing What marketing What What marketing What marketing
programs will programs marketing programs programs will
help will help programs will will help help
you capture you convert help you grow you ensure you win
new email prospects to customer customer back lost
addresses? customers? value? loyalty? customers?

18. Identify current and “wishlist” campaigns

19. Email Metrics
Metrics Triggered/ Broadcast Difference
Transactional
Open Rate 27.6% 16.4% +68.3%
CTR 5.9% 2.9% +103.5%
CTOR 21.4% 17.7% +20.9%
Conversion Rate 14.6% 6.2% +135.8%
Unsubscribe 0.08% 0.14% -42.9%
SPAM 0.04% 0.06% -33.3%
Bounce 0.63% 0.67% -6.0%

20. Sample Lifecycle
Emails

21. Welcome Emails Start the
Relationship Right

22. Opt-In Welcome

23. SmartPaks System Welcome - Old Creative

24. SmartPaks System Welcome - New Creative
41% Open Rate
5.46% CTR
Not a direct revenue driver, but
not intended to be

25. Welcome Email #2
“Carey, we hope you are enjoying your SmartPaks”
Reiterate the value
that other customers
find with SmartPaks
• Sent 7 days after the 2nd
shipment
• 34.5% Open Rate
• 8.9% CTR
• Goal – increase retention
of new customers

26. Autoship Reminder Email

27. Autoship Reminder Email

28. Autoship Reminder Email
• Reminds customer of upcoming SmartPaks
order
• Allows customer time to make changes
before order is processed
The results:
• 36% open rate
• 13% click-through rate
• $1.39 revenue-per-email
• 18%+ conversion rate
Replace with real time
products based on
purchase behavior

29. Reminder Email 2
• 22.9% Open Rate
• 6.7% CTR
• $0.98 RPE
• 22.8% Conv. Rate
Since launching the
2nd reminder
email, we are seeing
ADDITIONAL
revenue (almost
double) being
generated from this
campaign.

30. Cart Abandonment Recovery

31. (Old) Abandon Cart
• No link back to
website
• No link back to
products
• Passive
language
• No value why
to order from
SmartPak
• Can only call or
email to
reorder?

32. Abandon Cart Next step add in
price and average
reviews
The results:
• 38.5% open rate
• 10.15% CTR
• 50% conversion rate
• $4.80 revenue/email
Next step add
in price and
average
reviews

33. Supplement Wizard – No Next Step…

34. Post-Purchase

35. “Customer input gives shoppers the
confidence to buy, increasing
sales, conversion, average order
value, and more.” Source:
Post-Purchase Review
Bazaarvoice
• Launched home-grown product review tool in
Subject Line: “Please rate & review
your recent SmartPak purchase” early 2006
– Gathered 5,000 customer reviews
• Use Bazaarvoice (launched January 2009) to
handle customer reviews
• Sent generic broadcast email to customers to
review products they have purchased
• Launched a daily triggered email to review first
time ordered products 21 days post-purchase
– Currently have over 50,000 product reviews
Customer
receives Post-
Customer Orders Automated email
Customer Purchase Review
Fed to Silverpop triggered if query
Purchases Email
(Nightly) criteria met
(21 days after
purchase)

36. Post-Purchase Review
The results:
• 27.33% open rate
• 1.88% click-through rate
Homepage and off-site display banners
Search results

37. Post-Purchase Review Email
Product Page Print Pieces

38. SmartPaks Cancellation Program - Confirmation

39. Cancellation Program – 7 Day Follow-Up

40. Cancellation Program – 42 Day Follow Up

41. SmartPaks On Hold Program - Confirmation
Sent immediately
when order is
placed on hold

42. SmartPaks On Hold Program – Follow Ups
Sent at 10, 30, 60, 90, 135, 180 days
on hold. Slightly different messaging
for each time frame

43. SmartPaks Upsell Emails
Sent 7 days after first
NON-SmartPaks order to
upsell them into the
automatic shipment
SmartPaks.

44. Upcoming Goals:
Delivery confirmation email
Automate inactive subscriber re-
engagement
Browse Behavior
Anniversary
Wishlist reminder
Customer-centric conversion
Creative/brand refresh on all current
triggered emails
Real-time product recommendations
Integrated marketing database
Post-purchase upsells and cross-sells

45. Takeaways
Have an action plan
Map out your existing framework and where you
want to go
Don’t get overwhelmed
Prioritize based on business goals
Test
Speak to your customers in a timely manner
Analyze your business and what value you want to
give to your customers via email

46. Q & A / Contact Info.
• Carey Marston
– SmartPak
– Email Marketing Manager
– Cmarston@smartpak.com
• Loren McDonald
– Silverpop
– VP, Industry Relations
– Twitter: @LorenMcDonald
– Google+: +LorenMcDonald
– Pinterest: intevation
– lmcdonald@silverpop.com