just what the doctor ordered: email echo

case study:
JUST WHAT THE DOCTOR
ORDERED: EMAIL ECHO
a publication from
JUST WHAT THE DOCTOR ORDERED: EMAIL ECHO
A Simple Solution for a Complex Ecommerce Site
Tafford is the medical industry’s leading independent supplier of
However, Monetate’s next generation technology has enabled Tafford
scrubs, medical scrubs, and nursing uniforms. With hundreds of
to rapidly deploy testing, without the need to involve the company’s IT
products in multiple styles and sizes, their ecommerce site is extremely
staff. A simple JavaScript tag placed in the website’s template is all that
complex. Typically this would make testing the effectiveness of web
is needed to enable this technology.
pages expensive and time-consuming.
5%
Initial conversion rate lift
15%
Total revenue lift
Let’s take a look at one type of testing created with this technology,
applying a strategy we call Monetate Email Echo. For Tafford this testing
delivered an initial conversion rate lift of 5% for each email campaign
to which it was applied. After applying these findings and recommending
some changes, Monetate enabled Tafford to achieve a total revenue lift
of 15% per email campaign, a significant increase for any e-commerce site.
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JUST WHAT THE DOCTOR ORDERED: EMAIL ECHO
Testing Without the IT
Tafford needed a way to increase conversion that didn’t stretch
Because Monetate is much easier to implement than previous testing
resources. When you want to implement testing on a large,
products it offered an efficient, cost-effective way for Tafford’s marketing
complicated e-commerce site it can be a major operation, requiring
team to test landing page banners for email campaigns.
significant input from IT developers. By the time any changes are put
“
in place and the results are analyzed, a campaign can have reached
The speed of deployment allowed Tafford to get instant results, act upon
the end of its natural lifespan.
the findings, further optimizing banners used to greet traffic generated
by email campaigns, thereby maximizing the overall campaign ROI.
visitor’s browser
When we use Monetate to test site content
we call it the “IT developer avoidance
tool.” With Monetate we not only avoid
the expense and effort of getting IT to
deploy marketing content or features, we
avoid costly lessons in what doesn’t work.
- David Kaplan, VP of Marketing, Tafford Uniforms
your platform
“
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one tag,
one time
JUST WHAT THE DOCTOR ORDERED: EMAIL ECHO
The Smell of Success
In his book “Always Be Testing,” New York Times best selling author
In sending out an email campaign, you’re laying down a “scent” to
Bryan Eisenberg states, “People hunting for online data behave
attract customers. So it’s vital that you maintain that scent, through
remarkably like animals sniffing out prey. It’s the most effective means
every click, to keep your campaign trail seamless, maintain customer
of finding a teensy-weensy squirrel in an awfully big forest...”
confidence, enhance their engagement and, ultimately, convert.
As Eisenberg warns, “Do you really want to trust that he’s motivated
enough to continue on his own? When it comes to scent trails, dropping
the ball is one of the leading causes of abandonment!”
By using Monetate, Tafford was able to do a simple test to see what
happened when they matched email campaign messaging with a
standalone banner on the website site, thus avoiding the need to create
a dedicated landing page for each campaign. We call this strategy
Monetate Email Echo.
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JUST WHAT THE DOCTOR ORDERED: EMAIL ECHO
Time to Take Action
Using tools within Monetate, a dynamic text banner could be deployed
The speed and simplicity of the initial Email Echo test enabled Tafford
to try and sustain the campaign scent from the email offer to the
to establish that both the ‘scent’ and the onsite banner strategy was
website without the need for generating creatives.
effective and profitable.
Would this banner be enough to carry the email campaign ‘scent’
Without the need to draw on further IT resources, or make any changes
straight through to the site landing page? With Monetate installed on
to the code on their pages, Tafford were able to put their learnings into
their site, Tafford could quickly carry out a test to answer that question,
practice. They decided to try a banner that replicated the look and feel
a test that might otherwise take weeks to implement. Once the test was
of the original email creative.
running, Monetate delivered the results in real time, enabling Tafford to
see if the strategy was effective and then act on the results. The result
The creative banner did an even better job of maintaining the scent
from the basic banner was a 5% sales lift.
and resulted in a 15% sales lift.
Creative Banner,
15% sales lift!
Basic Banner,
5% sales lift
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JUST WHAT THE DOCTOR ORDERED: EMAIL ECHO
Bottom Line
A simple test – outstanding results.
The results and learnings from Monetate
Email Echo made a huge impact on
productivity and profits at Tafford:
Using Monetate Email Echo enabled Tafford to apply marketing best
practices and prove the value of a strategy that might not have been
feasible if it had been subject to the time and expense associated with
traditional testing and optimization technology.
1 5% sales lift from basic banner
Knowing that a matching banner creative was well worth the effort to
2 15% sales lift from full creative banner
make, the email campaign workflow was adjusted to include making
3 Eliminated need for dedicated landing pages
banners for each campaign.
4 Deployed using a simple Javascript tag
in the page footer, no other code needed
5 Enabled Tafford to conduct tests, instantly,
without the need to engage IT developers
Having established a series of “easy wins” like this, Tafford is continuing
to work with Monetate to identify and test new marketing strategies
and maximize website ROI, with minimal risk.
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