Swimsuits for All, a swimsuit apparel company, was concerned about the increasing amount of unsubscribes as a side effect of a growing database. The unsubscribes were minimal in respect to the revenue gained; however with increased unsubscribes, opportunity for revenue is lost. SellUP created a “Resubscribe Campaign” to reengage their unsubscribed buyer groups. Buyers that resubscribed currently account for 25% of Swimsuits For All’s email promotion revenue. SellUP has been partners with Swimsuits for All since 2008 and email plays a large role in their overall revenue.
From 2012-2014, S4A’s email database more than doubled, revenue also grew by 100% annually. S4A’s unsubscription rate hovered around 0.15% annually. With an increasing database, the aggregate amount of unsubscribes was growing by the tens-of-thousands.
Aggregate data of unsubscribes from 2012-14:
2012: 96,000 unsubscribes
2013: 145,000 unsubscribes
2014: 175,000 unsubscribes (0.15% unsubscribe rate)
Although revenue was growing two-fold annually, many customers were lost to unsubscription. Although some of these customers continued to buy, they were purchasing at a much lower rate than those active on the email list. S4A looked for a solution to salvage the revenue lost. Simply emailing unsubscribers to return is optimal, but cannot be done by law. SellUP took on the challenge of reactivating the unsubscribed accounts to increase S4A’s email revenue.
SellUP looked for a viable cause for emailing their unsubscribed members, and found a solution. Sending Transactional emails to unsubscribed members is legal according to CAN-SPAM. The “Resubscribe Campaign” began in December 2013, a permissible transactional-based email campaign to S4A’s lost members.
An email was sent showing the products of the customers’ previous purchase along with a thank-you message. At the bottom of the email was a short message as follows:
“You had previously requested to unsubscribe from our email list and are no longer receiving messages about great deals like these. Click here to rejoin our email list.”
This campaign was initially sent to everyone who had previously unsubscribed between 6-24 months. The campaigns now setup to go out to all customers 6-months after their purchases if they had unsubscribed.
S4A had 45,000 re-subscriptions as of Feb-Mar 2015. Resubscription emails currently account for 25% of email promotion revenue and growing.
“SellUP exemplifies the phrase ‘Strategy & Execution’.” Their deep commitment to robust data analytics is aligned with 110% execution. Since our partnership in 2008, we’ve continued to see tremendous lifts in revenue annually. SellUP made email marketing a cornerstone of our business.”
Cookie’s Kids is a children’s apparel company that was concerned about an expected decrease in sales during the weeks leading up to Black Friday and Cyber Monday. They expected the decrease because consumers usually wait until Black Friday to start their holiday shopping. SellUp created a campaign to engage shoppers before Black Friday. Shoppers received a discount on their purchase before Black Friday, as well as early access to Cookie’s Kids’ Black Friday offer.
There is no way to avoid the absolute monsoon that is the “Black Friday email.” Retailers plan their Black Friday promotions down to the smallest detail. In recent years this has resulted in a flooded inbox with major deals and a drop in sales for the weeks before Black Friday. Brands are usually ignored before Black Friday. With a goal to increase sales before and during Black Friday, SellUp and Cookie’s Kids were challenged to create a campaign to attract consumers who might have been waiting for Black Friday to begin their holiday shopping.
SellUp and Cookie’s Kids incentivized customers to shop before (not just during) Black Friday.
Cookie’s Kids offered a good promotion along with an offer for store credit to be used on any Black Friday promotion. Cookie’s Kids emailed their customers in the days prior to Black Friday with the store credit promotion. On the Wednesday before Thanksgiving they sent an email letting customers know a $10 credit was in their account, along with a special code for the Black Friday offer.
The Black Friday Presale messaging generated an additional 30% of the Black Friday sales and vs. Previous Year sales were up 50%. The early buyers played a significant role in the increase as the email got the customer to come back and spend more within a week of their initial purchase.
Cookie’s Kids and SellUp found a way to create value out of slow business days and captured even more value out of one of the busiest days of the year.
“It’s hard to overstate the importance of Black Friday to a retailer like us: if we don’t figure out a way to stand out from competitors in the email inbox, we’re leaving a lot of money on the table. SellUp helped us to devise a solution to our Black Friday conundrum, not with pie-in-the-sky offers or publicity stunts, but with real incentives that really worked. We’ll be relying on them next Black Friday to help us keep our promotions fresh and effective.”
Movable Ink is a Contextual Email Marketing platform that understands the context of users and dynamically changes content at the moment of open. Since 2005, swimsuitsforall’s unique perspective on female beauty has made them a leader in swimwear for curvy women. Movable Ink is able to change creative after it is emailed out to customers, offering customers the most up to date promotions.
SellUP wanted to test how Movable Ink’s technology could improve swimsuitsforall’s sales. Movable Ink allows swimsuitsforall to customize their email creative with real time countdown timers, and even alternating creative based on the time of open. Movable Ink makes it possible for swimsuitsforall to even change their email creative after a customer has opened it. If a customer opened a regular email a day after receiving it, the promotion they received could expire. Movable Ink eliminates this issue because customers will receive the most up to date promotion instead of opening an expired offer.
In the morning of March 12th, Sellup rolled an offer out to segments of their list. Over the next two days, they adjusted the creative three times with updated promotions. In testing, SellUP identified that the best use of this was on a standard offer being sent right before a very big offer. Movable Ink allowed SellUP to alternate the creatives being sent in a single email to swimsuitsforall’s list. Over the course of 3 days, SellUP adjusted the creative to include relevant offers and remove promotions as they expired. The email creatives included timers counting down to the end of the sales. The final version of the creative to be sent out would include a “last chance” promotion. This gave customers the most up to date offer at the time they opened the email.
SellUP split a small segment of both buyers and non-buyers in swimsuitsforall’s database. Half received an email including a Movable Ink offer. The other half received the standard offer that didn’t change. Of the two groups that got the Movable Ink offer generated 30% more orders. On average there was over a 20% increase in orders using Movable ink.
““SellUP has allowed swimsuitsforall’s email marketing efforts to flourish for years. They are constantly offering our business new technology to improve our campaigns and bring us to the forefront of our industry. SellUP’s partnership with Movable Ink. has given S4A the ability to offer our customers the best promotions at an optimal time. Check out this case study for an example.”