Case Studies and Clients
SUCCESSES FROM SOME OF OUR FAVORITE BRANDS
A Generic Preference Page Didn't Have Full Subscriber Profiles or Opt-Down Options
PacSun's previous email service provider offered only two preference options: opt-out completely or opt-in completely. The limited funcitionality meant that customers could not receive just the information they were interested in.
A Customized Preference Center to Provide Better Segmentation for Email Sends
PacSun needed a preference center to manage multiple campaigns and newsletter subscriptions, which must include sophisticated backend functionality. They turned to BlueHornet for help.
Create a Custom Preference Center Integrated with BlueHornet's EMS in PacSun's Look and Feel
BlueHornet's Professional Services team created a PacSun-branded preference center that integrated subscriber data into the associated segments in the BlueHornet EMS. The new preference center not only allowed for richer subscriber data collection, it also presented a seamless brand experience to customers.
17% Increase in the Number of Subscribers With a Total Profile
When the preference center launched, PacSun sent out an email incenting customers to complete their profile. Just two months after the launch, PacSun saw a 17% growth in the number of subscribers with completed profiles, and 2.86% growth in subscribers with a gender value — allowing the brand to send more gender-focused messages.
Deliver a Mobile-Friendly Experience to a Highly Mobile Audience
When Email Marketing Manager, Melissa Morell, joined the Slacker team in December 2012, she noticed that the brand's emails were not optimized for mobile devices. 22% of the Slacker database opened their emails on mobile devices, making this a missed opportunity for the brand.
A Mobile-Optimized Email Program -- In Time for Slacker's New Site Re-launch
Slacker needed a way to improve their mobile user experience and needed to be able to update their emails by themselves, easily and sometimes on the fly. They recognized that the look and feel of their mobile-optimized email program would need to align tightly with their new brand, so Slacker turned to BlueHornet for help.
Use BlueHornet's Professional Services to Create a Responsive Design Email Template for Promotional Emails
Slacker's Support2 account management team at BlueHornet marshaled the expertise of the ESP's professional services group. BlueHornet created a promotional email templatefor Slacker that fit the look and feel of the the new brand. "We provided a rough outline of what we wanted, sent over some assets and let the BlueHornet creative team run with it," said Melissa Morell. "BlueHornet was spot on with the new branding."
450% Increase in Click-Through Rates and 3X Boost in Mobile Opens
A single email with the subject line "Meet the New Slacker," marked the turnaround of Slacker's email program. While the subject line and re-launch drove new high open rates, Slacker attributes their responsive email template to an increase in click-through from .82% to 4.5% -- a jump of 450%. As a carryover effect, mobile open rates rose from 22% to 66% as subscribers enjoyed a better user experience with Slacker emails on their mobile device.
"And because of the success of the responsive emails, we're now planning to use the template for our transactional emails" said Morell. "Slacker continues to realize significant ongoing value from the mobile email solutions BlueHornet delivered in time for our site relaunch."
Drive Two Weeks of Consistent "Rediscover America" Sales Without Creating List Fatigue
The Allen Edmonds "Rediscover America" sale is the company's biggest revenue-generating event of the year. However, the sale runs for two weeks and past campaigns had contributed to significant list fatigue and higher than average opt-out rates for Allen Edmonds.
A Two-Week Campaign Plan Optimized to Drive Incremental Revenue Through Increased Engagement
Allen Edmonds' BlueHornet Support2 team recognized that the best way to increase engagement during the "Rediscover America" sale was to build a two-week campaign plan that reflected customers' individual interests and shopping behaviors. To achieve this, the teams conducted in-depth analysis of past engagement pre-campaign, and optimized current engagement during the campaign.
Use Subscriber Engagement Data to Create a Segmentation and Cadence Strategy
BlueHornet's plan for Allen Edmonds applied learnings gleaned from subscriber engagement data to segmentation, message content, and email cadence. The solution included message customization to reflect acquisition channel, frequency modification based on current engagement and sale duration, and mid-campaign optimization based on A|B test results.
196% Increase in "Rediscover America" Email Revenue; Decrease in List Fatigue
The Allen Edmonds "Rediscover America" sale exceeded its goals. In addition to maintaining engagement and reducing opt-out spikes throughout the campaign's two-week duration, the company recognized a 196% increase in revenue from the previous year's efforts. Plus, the Allen Edmonds team has rediscovered the value of engagement-based data segmentation, applying their concepts from this sale to improve all of their program results.
Re-Defining Loyalty and Value for Affluent International Guests
With almost 300 hotels, palaces and resorts in 52 countries around the world, GHA was challenged to implement a loyalty program that delivered unique value to hotel guests based on their rewards level (Gold, Platinum, and Black), conveyed the same level of luxury and exclusivity as members would receive at their hotels, and scaled across all of their properties—14 unique brands that have unique business needs as well as different internal systems, operating policies, and teams.
Deliver over 1,000 content variations in seven different languages
GHA quickly identified that time and resource constraints would hinder their ability to successfully send 1,000+ versions of their loyalty emails. They needed to find a way to simplify the process. BlueHornet’s Dynamic Content tool offers GHA the ability to create one email that contains multiple areas of unique content for each recipient.
An Exclusive, Individualized Email Experience with BlueHornet Dynamic Content
For each subscriber, GHA emails use dynamic content to personalize the level of rewards the program member has reached and the Local Experiences that await them at their achieved level. Pairing the individuality of each hotel property with the individuality of each subscriber’s loyalty tier level and travel preferences equates to over 300 different variations of email sent monthly to GHA Discovery subscribers. Combine that with the 7 languages that GHA caters to, and the email versions increase exponentially – to over 1,800 for some communications.
Global Hotel Alliance Uses Dynamic Content to Send 1000+ Versions of Loyalty Emails
Since July 2010, GHA has accumulated 1.7 million members worldwide, with approx 2,200 members joining each day. And as GHA grows—adding more hotels, adventures, and loyalty members—BlueHornet scales with them, providing reliable creation and delivery of GHA emails around the world.
Subscribers with jobs stop visiting the site
Job seekers use the SnagAJob.com site frequently—often daily—when they’re unemployed and searching for a job. Once subscribers find jobs, however, their interaction with the site drastically decreases.
SnagAJob.com knew that hourly job holders change jobs on an average of every 9-12 months and that workers may need the resources on SnagAJob.com again in a short time. But how could they ensure site visits and maintain subscriber engagement with workers, even when those workers are currently employed?
Keep SnagAJob.com top of mind
SnagAJob.com needed to stay top of mind with job-seeking subscribers on a consistent basis, even after they found employment. They also needed to provide content that was compelling enough to drive employed subscribers back to the website. Their program would need to be highly relevant to people in two different stages – those actively looking for jobs and those who are thinking about a change but are not actively searching just yet.
A “win-back” email program aimed at recapturing latent subscribers
With the help of the BlueHornet strategic services team, SnagAJob.com identified three primary reasons why hourly workers begin looking for a new job. Since many of these reasons were addressed in themes that already existed on SnagAJob.com, they decided to tap into that content as a starting point.
A High Rate of Re-Engagement
SnagAJob.com set out to re-engage with a segment of their dormant subscribers using content-based emails. With the three-touch win back email campaign, SnagAJob.com was able to recapture over 10% of the initial target population back into their email program.
Capitalize on existing social momentum
Since KFC began experimenting with social media marketing in 2010, they found surprising results: their email subscribers who had clicked on social sharing buttons in previous KFC emails had 70% higher open and click-through rates than the average subscriber. Once they recognized that their most active email subscribers were also actively sharing news about KFC on their social networks, they recognized an opportunity to find additional brand advocates.
Tap existing and create new social influencers
KFC wanted to turn as many existing email subscribers into social influencers as possible, and also needed a way to ensure that social influencers knew about and were participating in their email program.
A two-pronged campaign increases email engagement and social exposure
Step 1: Use Email Marketing to Drive Social Sharing
By capitalizing on the visually compelling element of their newest product, the bunless Double Down sandwich, they created an email with just a product shot and a simple call to action: to share the news with their friends via social media. View the results and what the email looked like in the full case study.
Step 2: Use Social Media to Drive Email Subscriptions
By using SocialLoop™, the social email solution from BlueHornet and Shoutlet, KFC’s Facebook page now drives 3% of all email sign-ups and the quality of those subscribers remains high. "We have grown our email database slowly and organically," Geiser says. "That has really paid dividends for us. We have a substantial following and tremendous trust in the brand."
Combines Email and Social to Drive Increased Engagement
Highest open rate to-date
Over 12,000 shares in first 24 hours
3M additional impressions
29% website traffic increase
3% of email sign-ups from Facebook
See all results