Brooks Running Makes it Rain

Brooks Running Makes it Rain
Brooks Running Achieves 61% Higher Email Conversion Rates
with Weather-Based Email Automation from Skymosity
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
Page 1
Utilizing Skymosity’s advanced weather marketing platform, Brooks
Running has been able to create and deploy relevant, hyper-targeted
email triggers based on the real-time weather of their subscribers.
With these weather-based email triggers, Brooks has experienced
over 61% lift in email conversion rates and a remarkable 56% lift in
revenue per delivered email.
Brooks Running Company, a subsidiary of Berkshire Hathaway, Inc., lives and
breathes fashion, apparel, shoes, and accessories for runners and encompasses
their tagline, “Run Happy.” With a strong relationship working with strategy and
technology firm, Email Aptitude, on email triggers for browse abandonment,
the savvy Ecommerce team at Brooks Running turned to EA sister company,
Skymosity, for advanced weather marketing expertise. With a focus on customer
experience, the popular shoe and apparel retailer understood that weather
influenced consumer purchase behavior. They wanted to start leveraging big
weather data in a seamless way to create a better email experience and target
the right customers at the right time with the most pertinent content.
Bring on the Weather
Weather is a key focus amongst retailers because of its profound influences on
consumer purchase behavior. Weather conditions and temperature ranges
impact what we buy, when we buy, how much we buy, and why we buy. With
universal influence, everyday weather impacts the thoughts and behaviors of
everyone across the globe, both consciously and subconsciously, and affects
the way that people consider their day and opportunities, driving divergent
consumer behavior, based on divergent weather conditions.
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
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Weather’s influence on the human environment is something that has been
studied for over two millennia, from Artistotle to the present, with radical
improvement in predictability models taking the forefront throughout the last
century. The reason why weather is such a hot new topic in digital marketing
today is because weather drives meaningful behavioural differences and
produces rapid results.
When World’s Collide: Weather Meets Email
Email is consistently praised as the most tried and true form of marketing, and
when executed correctly, pulls through as the preeminent leader in the direct
marketing world. From the ability to automate email triggers based on advanced
logic and trigger based on past purchase behavior, to engineering automation
based on site engagement or RFM data, email marketers have some of the most
powerful and sophisticated marketing tools at their fingertips.
Skymosity makes big weather data easily actionable for marketers like Brooks
Running, allowing them to create automated email triggers, based on weather
conditions and temperature ranges, to promote the right products and categories
to the right subscribers at the perfect time.
“A brand like Brooks has many great opportunities to make
their marketing programs stronger with advanced weather
marketing. We are thrilled to be a part of that and to provide
powerful weather-based marketing technology to some of
the best brands in the world.”
- Forest Bronzan, Skymosity
Bring on the Rain
With customers across a broad geographic range, and products that can benefit
certain weather conditions, Brooks needed a way to target based on the weather,
and at scale. Simply targeting based on geographic location is too broad with
automation and scale limitations.
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
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By leveraging weather-based email triggers from Skymosity, Brooks is able to set
up multiple campaigns, based on any weather condition or temperature range
in Skymosity’s easy-to-use user interface, and automatically select and deploy
emails via their ESP to subscribers who live in an area that matches a campaign’s
weather logic.
Brooks is able to test campaigns for high temperatures to promote gear for staying
cool on your run, and more. One campaign in particular that Brooks launched
targets subscribers living in an area where it was currently raining. The campaign
is setup with frequency caps to prevent over-sending, and automatically deploys
to Brooks subscribers living in zip codes where it is currently raining. With a
subject line of “Fear no rain with gear from Brooks,” this weather-based email
trigger allows the retailer to be hyper targeted and relevant with product
recommendations for wet weather running gear.
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
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Results
The results have been impressive. For the rain trigger in particular, Brooks saw
a 61% higher conversion rate from email and 56% more revenue per delivered
email. Brooks’ hot weather trigger has seen over 95% more revenue per delivered
email. With email marketers strategizing on how to garner more value from the
channel, these results stand out as huge initiative winners.
61%
56%
Higher
Conversion Rate
More Revenue Per
Delivered Email
(Rain Trigger)
95%
More Revenue Per
Delivered Email
(Hot Weather Trigger)
Marketers are always trying to integrate smart strategies into their programs
that enhance the customer experience and provide results. Weather influences
everything we do and should be a critical component for most marketers. By
leveraging the weather to create a more relevant user experience, Brooks has
added a powerful component to their email marketing arsenal. With the big
success of email triggers from Skymosity, Brooks is getting ready to test
Skymosity’s latest breakthrough technology, WeatherSwap, for weather-based
website personalization.
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
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About Skymosity
Skymosity is a breakthrough Weather Marketing SaaS platform.
Starting with its flagship and patent-pending email trigger technology,
EA Rainmaker, the Skymosity Weather Marketing Platform transforms
big weather data into actionable wins and enables marketers to
leverage advanced weather analytics, email triggers, weather-based
site personalization, and more. For more information, visit
www.skymosity.com.
About Brooks Running Company
Brooks Running Company designs and markets running-specific
performance footwear, apparel and accessories in more than 60
countries worldwide. Brooks’ mission is to inspire everyone to run
and be active by creating innovative gear that keeps them running
longer, farther and faster. Brooks’ mission is supported by its Run
Happy philosophy, a quest to celebrate and champion the sport
of running and all runners everywhere. Founded 1914, Brooks is
a subsidiary of Berkshire Hathaway Inc. and is headquartered in
Seattle. For more information, visit www.brooksrunning.com.
Copyright © 2014 Skymosity
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www.skymosity.com
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Brooks Running Makes it Rain
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