Personalization and Testing Is the Winning Combination for Justfab
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Success Story Personalization and Testing is the winning combination for JustFab. 5 Secrets to JustFab’s Success With over 5 million subscribers, a presence in 12 countries and 22 million fans spanning across social media, there is no question TechStyle Fashion Group is leaving its footprint all over the globe. TechStyle’s flagship brand, JustFab, originated online as a fashion retailer carrying shoes and accessories. Today, the brand has shown significant growth and has emerged as a leader among fashion retailers. With their expertise in customer data and customer experience management, JustFab is also proving to be among the most personalized retailers in the space, ranking #8 in our Retail Personalization Index. The fashion retailer scored a perfect 30 out of 30 points in email in the Index evaluation two years running. In this guide, we highlight five (of their many) email marketing tactics for success. “The partnership we have with the Sailthru team enables us to continuously improve managing the expectations and reality of our personalization promise to our customers, while also making it easier to manage the internal connections needed with ecommerce, operations and customer service.” Monica Deretich VP of Marketing How JustFab started off on the right foot The cornerstone of JustFab’s success stems from a highly intelligent use of data management. The brand’s membership program, named VIP, offers monthly deliveries, personal styling discounts and a variety of other services. First-time visitors are quizzed about their size and style preference, looks they prefer and even celebrities they admire. JustFab turned to Sailthru’s robust multi-channel marketing capabilities to harness the power of all of this data collection to produce highly customized and relevant email messaging and retargeting, which in turn, evolves over time based on the complete lifetime of an individual’s behavioral and interest data points collected across email, web and mobile engagements. With Sailthru’s platform, JustFab is able to: • Increase RPM (revenue per • Increase total thousand emails sent) email revenue • Increase clicks/opens, • Increase their cash as well as conversions/clicks gross margin Personalization Testing Every retailer is thinking about personalization, but JustFab is always pushing the boundaries of innovation. While recommendations are a cornerstone of JustFab’s approach, this team personalizes subject lines, product categories, email send time, and — of course — product Using personalization in recommendations. email left JustFab with: The secret sauce to JustFab’s email strategy is Sailthru’s interest-based personalization capabilities. • 50% increase in The idea is simple: while everyone wears shoes, not email conversion rate everyone loves buying shoes more than any other type • 46% decrease in of product. And for those who do love to buy shoes more than anything else, not every one of those buyers customer churn loves the same types of shoes. While one consumer loves wedges in the summer, another wears sandals more than any other type of shoe. To capitalize on the uniqueness of every one of their buyers, JustFab utilizes Sailthru’s interest profiles, which allow marketers to tap in to the complete lifetime of buyer behaviors and interests in real time to create a fully dynamic experience. Personalizing a level deeper with interest-based Personalization Testing 1 category and product recommendations What they did: JustFab had a theory: Would their VIP customers convert on a promotion if they were served the category they were most interested in and personalized products within the category? They tested the hypothesis. JustFab sent out two emails: 1. The first led with the promotion of shoes in the hero image and in the subject line, followed by recommendations of product categories the customer was interested in. 2. The second put the customers preferences front and center based on their interest Interest Based Recommendations score - for example, handbags - followed by the category they were most Shops shoes Shops bags interested in AND personalized product recommendations within in that category. Sailthru Solution: It’s never been easier to build and test email templates with Sailthru. Our WYSIWYG Email Composer has drag and drop capabilities with personalization included. The Results: • 11% lift in RPM • For first-time buyers, JustFab continues to send emails leading with shoes followed by the other • Driven by 6% increase in categories shown here that are personalized click/open % and 7% increase based on interest. They must be doing something in conversion/click % right - JustFab has found this ultimately leads to higher first-time buyer conversion! Personalization Testing 2 Using interests to personalize subject lines What they did: For this test, the JustFab team echoed their strategy in test one. But instead of using interest-based personalization in the email content, they tested the subject line while sending a campaign about animal prints. The hypothesis? Including a product category in a subject line will drive higher revenue than a generic subject line. 1. The control email subject line read, “Prints that ROAR!” 2. While the test included the category the customer was most interested in based on their interest score - so for example, if a shopper was most interested in bags, they received “Bags And More in Prints That Roar!” Shops shoes Shops bags SUBJECT LINE: SUBJECT LINE: Sailthru Solution: Heels and More in Prints that Bags and More in Prints that ROAR! Sailthru knows subject lines. Our capabilities ROAR! allow for subject lines to be personalized for every individual in real time based on their propensity to be interested in a specific category. It’s easy to use for any marketer: just a small snippet of code that does the trick. The Results: • 19% lift in RPM • 4.2% lift in click-to-open rate • 9.6% lift in conversion per click rate Abandonment Testing Recapturing lost revenue doesn’t need to be a lost cause. JustFab has perfected the approach with a winning abandoned cart messaging campaign. Some people talk about the little black dress. For JustFab, it’s about the little black bag - your shopping bag to be exact. While most brands have a strategy to tackle cart abandonment, as well as browse abandonment, JustFab is unique. Their sophisticated thinking comes from focusing on browse or cart abandonment not in terms on retargeting, but in terms of recapturing revenue over multiple time horizons. While most marketers may send one browse abandonment message, JustFab is constantly thinking about what to test to find ways to never have inventory on hold. “Our team recently overhauled our abandoned cart campaign. Overall, it’s been a huge win for our team. Sailthru allows us to easily tweak elements of personalization so we can optimize for success.” Erin Vitero CRM Manager Abandonment Testing 3 Testing a consistent reminder of abandoned items What they did: JustFab’s Basic Email Header: When it comes to optimizing all elements of their email templates, JustFab leaves no stone unturned. Here, they focus on the header. JustFab wanted to find out how much more revenue could be returned if they brought a little black bag into the header Removed: of every email that goes to their customers. Removed: Their basic email header included Centered: a few different elements: Added: 1. A link to view online Cart icon with # items in cart: 3 2. Manage email preferences 3. A message promoting free Final Test: shipping on orders over $39 After a few variations, JustFab reached their winning combination of elements in the 3 header in their final test. The 3 key? The shopping cart icon indicating the number of items the customer had in their cart. Why does JustFab love it? • JustFab ended up driving the most email revenue with 19% higher RPM from that final test. Abandonment Testing 4 Optimizing abandoned cart template for streamlined messaging What they did: Email is never a set-it-and-forget- it function. When you update any area of your branding, email needs a fresh look. JustFab wanted to improve their cart abandonment email with streamlined messaging and improved branding. If a VIP member leaves But what ultimately did the trick both clothing and shoes was advanced personalization. in their cart, but shows higher interest in shoes the hero image will reflect The hero product shown in the the category! email was updated to reflect the customers interest values in Sailthru. For example, if a customer has both shoes and clothing in their cart but has a higher interest in clothing, a clothing item will show as the hero product. Plus, the subject line was personalized so that it calls what item is in the customer’s cart and what type of product she is most interested in. Why does JustFab love it? • The test was successful in driving clicks in email and similarly onsite leading to a 33% increase in click-to-open rate and a 56% increase in RPM! Abandonment Testing 5 Discounts are only half of the equation. Testing is key. Here’s how JustFab went the distance and optimized conversions on their discount email. What they did: Around the holidays, JustFab saw an opportunity to discount smarter. While they gave a discount to all customers, they targeted those with items in their cart a bit differently.Their theory: Giving a discount on an item a customer has already expressed buying intent on, will boost conversion for Black Friday versus sending a broad notice about what’s on sale on the site. For Black Friday, JustFab offered a 50% discount: + They sent one email with a discount centered around new arrivals to all customers. New Arrivals 1 or more items in cart + The second email had a 50% off email offer for customers with one or more items in their cart.