Naturopathica® Wins “Best Fashion or Beauty Email Message Campaign” Award for Third Consecutive Year

“Blue Friday” email campaign recognized by the Web Marketing Association in 2016 IAC Awards


NEW YORK, NY, April 14, 2016– Listrak client Naturopathica®, a 21st Century Wellness company with healing arts centers, skin care, body products and holistic health treatments, has been recognized by the Web Marketing Association (WMA) for outstanding achievement in internet advertising. This is the third consecutive year that Naturopathica has been named Winner of the “Best Fashion or Beauty Email Message Campaign” in the WMA’s Internet Advertising Competition (IAC) Awards.

The Naturopathica “Blue Friday” email campaign honored in the 2016 IAC Awards demonstrates creativity, strategy and brand integrity in digital marketing. Knowing that online shoppers anticipate Black Friday and Cyber Monday sales, Naturopathica leveraged their iconic blue branding to develop an annual pre-holiday promotion, launched one week prior to Black Friday. Using a 24-hour flash sale strategy paired with beautiful imagery, this email series dramatically out-performed historical Black Friday and Cyber Monday sales.

Subject line: It happens once in a blue moon…



Subject Line: At midnight tonight, a very special offer.


Subject Line: 30% off. 24 hours. Welcome to Blue Friday.



The email campaign was developed by the Naturopathica Digital Marketing Team, including Direct & Digital Manager Suzie Morgan, Creative Director Eon Kim and Content Editor Emily Daubert, in conjunction with Listrak, the company’s Email Service Provider. 

“The Blue Friday Campaign included three emails that focused on building anticipation and encouraging immediate action, resulting in Naturopathica’s most engaged and profitable campaign on record,” states Suzie Morgan. “To maximize awareness and impact, two teaser emails were sent (three days prior and one day prior) with a call to action to ‘check your inbox’ at midnight, when the campaign went live. We saw a conversion rate of 41%, 175% higher than average, a lift in read rates and average order value. To top it off, Blue Friday 2015 was the highest sales day in brand history. This concentrated campaign allowed us to stand apart from the holiday noise and engage our customers with a limited-time offer, preserving the integrity of our luxury product.”

Winners of this prestigious IAC Award are selected following a judging of each company’s creative using seven criteria – creativity, innovation, impact, design, copywriting, use of the medium and memorability. Other category winners included Lancôme, L’Oréal Paris, Vogue Korea and The New York Minute.

Listrak CEO Ross Kramer comments, “We are thrilled that Naturopathica has received this well-deserved honor that puts them in company with some major world-class brand marketers. We work closely with each client to design campaigns that tell their story in a unique and engaging way. For Naturopathica, this, along with exceptionally well-crafted messages and stunning photography, is clearly a winning combination.”

Naturopathica has been a client of Listrak since 2012.

For more information on the Blue Friday Email Marketing Campaign, IAC Award or Naturopathica products and services, contact Teri Akahoshi at Quinn PR: takahoshi@quinn.pr.

About Naturopathica
Naturopathica is 21st Century Wellness. We empower personal transformation with our healing arts centers, remedies and rituals. Founder and product architect Barbara Close, a lifelong practitioner of natural health, creates skin care, body products, ingestibles and holistic health treatments that inspire individuals on their path to well-being. Discover Naturopathica through our Healing Arts Centers & Spas, our Spa Partners and online at Naturopathica.com.




Five Email Split-Tests that Really Move the Needle

by Megan Ouellet, Director of Content Marketing. Reach out and say hi to Megan on LinkedIn.

Email split-testing is an essential part of the campaign development process as you learn what to say to get your shoppers to open, click and even convert.

Learn how to set up effective split-tests in our blog post “Be Better than the Benchmark

Day of Week

According to our 2016 retail email benchmark whitepaper, Saturday and Sunday have the lowest email volume, with 12% and 13% of total weekly volume being sent on those days, respectively.




Retail email volume has traditionally been lower on weekends for two reasons. First, in the past, the eCommerce and store channels were separate and email was used solely to drive online sales. These online shoppers were typically on their computers Monday through Friday while at work so emails were sent during those hours. And secondly, marketers sent the messages while they, too, were at work instead of on the weekend when they were at home.

This just isn’t the case anymore. Shoppers are always connected through their phones and tablets and it has been proven that emails contribute greatly to in-store sales. And with the ability to schedule a strategic series of messages, emails can be set in advance and deployed at the right time.

You should definitely try sending email on Saturday and Sunday, as the conversion rates stay about the same and there are fewer emails to compete with in the inbox:



We worked with many of our retailing clients to figure out the optimal day to send simply by split-testing messages on different days. In this example, we tested Saturday versus Sunday with the winner determined by the conversion rate. Sunday’s conversion rate was 10% higher than Saturday’s but it’s important to note that Sunday’s message also had a 27% higher ROI.




If you are currently only sending one or two emails per week, we’d recommend identifying the four days of the week that have the highest performance rates and sending those days. No time to add more messages to your workload? Try augmenting your deployment schedule with a Recurring Automated Campaign. Learn more here



Time of Day


Just as important as what day to send is what time of day to send...especially if you’re already sending four or more days of the week. Optimizing messages to be delivered at the right time of the day will greatly increase sales and revenue.

We have performed many time of day tests with our clients in order to determine if their messages perform better in the morning or afternoon. And what we found may surprise you. Different types of messages work better at different times, stressing the fact that it is so important to test all of your messages.

In this example, the winner was determined by the amount of revenue per email and the message sent at 10:00 am brought in more than twice as much revenue as the one sent at 4:00 pm. However, the 4:00 pm message had an open rate that was 3.5% higher than the morning message and a 4.4% higher read rate than the earlier message, showing that the audience was more engaged in the afternoon.





Personalized Recommendations Based on Browse and Purchase Behavior


If you are still hand curating product recommendations or recommending the same products to every shopper – such as top sellers or new markdowns – you will see a big increase in sales and revenue by personalizing those product recommendations based on each shopper’s online behavior and past purchase history.

Personalized product recommendations have been proven to increase conversion rates more than 20% - proving that the shoppers are seeing merchandise they are interested in greatly increases revenue. In this example, personalized recommendations brought in twice as much revenue per email as the email that promoted static top selling merchandise.




Offers

Everyone loves to find a great deal, but you could be giving away too much – or not enough – of a good thing. Split-testing offers will absolutely have a positive impact on your bottom line as you will determine exactly how much of a discount you need to give in order to get customers to buy and you’ll stop giving away 20% off when 5% will do.

Split tests to try: a dollar amount off versus a percentage, a free shipping threshold, a free gift versus a dollar amount off if a maximum amount is spent – get creative! The more you test, especially before the holidays, the better your margins will be.

In the example below, a client tested offering free shipping at $50 or $125. As you can see, the $50 free shipping threshold had a conversion rate nearly two times higher than the $125 threshold. But other metrics, such as click rates, were much closer. This proves that shoppers were interested in the products but the higher threshold to receive free shipping could have gone into their decisions not to purchase.



Price

We get a lot of questions about whether or not prices should be included in emails – especially for product recommendations. The answer: it depends. The goal of the email should be to entice shoppers to go to the site – you don’t want customers making purchasing decisions in the inbox.

Split-testing prices in emails is definitely a test worth running as it will help you make better business decisions that lead directly to more conversions and higher revenue.

In the example, you can see that adding the price in the email doubled the conversion rate. But you can see that the email without the prices had approximately 40% more clicks, proving that shoppers were interested in the products being promoted.

 



What other email aspects have you tested that led to increased sales? Let us know in the comments!

Four Ways to Refresh Your Remarketing Messages and Make More Money This Week

by Megan Ouellet, Director of Content Marketing. Reach out and say hi to Megan on LinkedIn.

Shopping Cart Abandonment and Browse Abandonment messages are two of the most valuable email campaigns in your arsenal of customer communications. These emails directly impact your bottom line, recovering revenue that was lost when customers bounced from your site before completing the checkout process. On average, these messages can make up 10% - or more – of your total email revenue.

The greatest thing about these messages is that they’re automated. You set them up once and they run in the background – you just sit back and collect the money. But just because they run with very little maintenance required doesn’t mean you shouldn’t update them occasionally. To be sure your campaigns are fully optimized for performance you must refresh the creative to follow new best practices.

Listrak was one of the first to launch these messages all of those years ago. And we are constantly pioneering new and better ways to get even more from these messages. Last year we announced our innovative abandonment nurturing series. This series augments the abandonment message by sending messages that look like regular marketing messages – but feature the abandoned product – on the days the abandonment messages are not sent:


 These messages increased revenue over 20% for Skincare by Alana. You can find the full case study here.


New Best Practices for 2016

In case you haven’t updated your abandonment messages in a while, we’ve been testing out new tactics and techniques to see what will give you the biggest lift in revenue. Here is what we found:

1. Add browse abandonment messages
If you aren’t already reaching out to site visitors with a remarketing message, it is time to add this to
your marketing mix. The old stigma of these messages being creepy and unwanted is long gone. In
fact, the complete opposite is now true. Customers find these messages extremely useful and helpful when they are personalized to their shopping experience. Many customers even rely on these messages – just like carts are used as a way for shoppers to hold onto items until they are ready to purchase, browse abandonment messages are a way for customers to not only remember what items they are interested in but also as a way to easily navigate back to the page when they are ready to shop.

Customers are always connected – they can access email and websites through their phones or mobile devices 24 hours a day. Which means they can browse your site anytime. The browse abandonment message lets serves as a helpful tool to reengage them when they are really ready to shop.

Browse abandonment messages give you a much larger audience to remarket to – as long as you have the shopper’s email address, the conversation will be triggered and deployed when the shopper leaves your site.


2. Personalize messages with product recommendations based on onsite behavior
Your browse abandonment messages should definitely include product recommendations based on the shopper’s onsite behavior. Recommended products should be in the same price point as the
products that were browsed – if the customer looked at full price merchandise, you shouldn’t show them items on sale. And the recommendations should be in the same category or subcategory as the browsed merchandise. If someone was looking at sweaters, don’t show them pants. These product
recommendations help shoppers discover new products that they might not have seen online and will help drive traffic back to your site.

Including product recommendations that are personalized to each shopper’s onsite behavior greatly increases engagement and revenue. It’s a good idea to recommend top sellers or new merchandise – products that aren’t personalized specifically to the individual recipient but are popular with shoppers – but these should be used as a backup. The more personal these messages are, the higher the engagement and sales.

Shopping cart abandonment messages, however, follow different best practices as the goal of the message is different. The goal of a browse abandonment message is to engage shoppers so they go back to your site and continue shopping. The goal of a shopping cart abandonment message is to have the customer complete the checkout process that they already started.

In some cases, personal product recommendations can help customers convert while in others they could be a distraction. It is important to test recommendations in your cart remarketing campaigns to see what works best.

3. Modernize the design
For a long time, shopping cart abandonment messages looked like mini invoices because they included columns for the product name and description, SKU, quantity, and subtotal. However, many of our retailing clients are moving to a more modern look – removing unneeded content and making them more streamlined and sleek. 


Oscar de la Renta and LUSH leave out product images, prices and other merchandise-related information in favor of a stronger call-to-action. This approach is particularly appealing as it gets customers to click-through the messages to see what items were left in the cart. The design is modern and it really reflects how customers use shopping carts – as a storage place to hold onto items they love until they decide to make the purchase. By omitting the product image, customers are forced to return to the site. They aren’t making purchase decisions in the email itself.

4. Stop relying on discounts
There is no denying that shoppers love a good deal. But shoppers – especially millennials – value convenience even more. And that is good news for retailers because you don’t have to automatically offer a discount in order to get a shopper to come back to complete a purchase. 
Discounting is definitely trending down as more and more retailers are waiting until the third or
fourth message in the series to offer shoppers a discount. Try withholding the offer in your first and second message – the conversion rate will remain about the same but you will be making
more money.

Instead of discounting, try offering a minimum free shipping threshold and then show personal product recommendations in the price point that will push customers over the threshold limit so the shipping is free. Customers will spend an extra $40 or more to buy another product to save $5 in shipping costs as there is more value in the extra merchandise than the shipping itself. Your AOV and revenue will greatly increase – as will customer satisfaction.


Abandonment Messages by the Numbers 
Browse abandonment messages have an average 18.8% open rate and 6% conversion rate while shopping cart abandonment messages average 22.5% open and 20% conversion rates. See more email campaign benchmarks in our latest strategy guide “How to Beat the Benchmarks”. But we’ve seen these numbers triple when best practices like the ones outlined in this article are followed.



More importantly, we’ve had clients move to us from other email service providers
and they notice an immediate 4x increase in the amount of revenue from their abandonment campaigns. Our solutions are designed to increase the reachable rate of shoppers and our personalization engine is second to none.

Want to hear more about how we can help you achieve success like this? Let us know in the comments or reach out online.