Lessons Learned at SouthxSouthwest

1. What I Learned at SxSW
That Can Help Us
3.20.2012
1
Confidential

2. The Future of Digital Health
This emerging industry is poised to forever transform health
• As employers shift the cost of healthcare to consumers, 1 in 4
people are having trouble paying the average yearly $2,000
health insurance deductible.
• This shift, which has been evident particularly within the last
five years, has created an even greater opportunity to provide
“guided” healthcare information on all digital platforms (web,
mobile, email, social media).
2
Confidential

3. Future of Digital Health Cont.
• As the costs of traditional healthcare continue to rise , cost-effective
alternative health solutions will become more appealing and necessary.
Reliable, relevant information will become the most potent pathway
between the consumer and providers of alternative health solutions.
• The goal is to encourage people 50 to 80 to focus on prevention and
minimize their reliance upon doctors and traditional health remedies.
• Younger generations as they age will already be denizens of the digital
world. Consider that the average 24-year-old today will spend more time
in a week on Facebook than he/she will spend with their doctors over 20
years’ time. This underscores the necessity of reaching these potential
consumers via digital platforms.
3
Confidential

4. Future of Digital Health Cont.
• Doctors previously reticent about providing healthcare
information via the web are embracing digital platforms like
never before as a way to reach patients remotely.
• Doctors are now joining digital communities like Health Tap to
engage with consumers and provide immediate answers to
their healthcare questions.
• As the “interactive health movement” takes off, 3 things will
define the space:
1. Access for all to the most trusted healthcare information
2. Access to the best doctors and their information without
losing sight of care and compassion
3. A need to personalize healthcare information and make it
relevant to the consumer’s health condition
4
Confidential

5. Content Marketing
• To be found in search engines, to drive inbound
leads, and to have a successful social-media strategy,
the content marketing strategy must come first.
• The biggest content marketing challenge for B2B
marketers is to develop content that truly engages
customers and prospects.
• For the content strategy to work, it takes patience,
commitment, and excellence at the craft.
5
Confidential

6. Future of Digital Health
What does this mean for Healthy Directions?
1.The company must perfect its ability to project
its doctors incredibly to its target audiences
2. As the Internet evolves, the company must
stay abreast of developments in the ever
changing Internet, particularly those that the
company can use to advantage in marketing its
doctors and their products (i.e. Google
Semantics, more discerning search engines;
growing Internet interactive tools which enable
people to tailor their interaction with websites).
Confidential
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7. 3. As the Internet health space becomes more
crowded and competitive, the company needs
to carve out its niche in that marketplace. What
is that niche? If you envision the spectrum,
ranging from hype to genuine, credible,
scientifically based, effective alternative health
solutions, clearly the company wants to be at
the higher end.
4. Content will be critical in achieving this
objective. It’s all about the credibility of your
Confidential
7

8. Content Marketing Cont.
• You need to create consistent, valuable, and
compelling content to be the industry leader,
and to get online customers.
• You need to develop and distribute content
that is as good as or better than anything else
in the health field to attract and retain
customers.
• You need to make content interactive and 8
individualized. Confidential

9. Social Media: Know It, Harness It
Why do people login and post on social media?
Sorry to say, it’s not because they want to know more
about your brand.
They login and post to social media for 2 reasons only:
1. They want to know if someone wants to be their
friend
2. They want to express themselves
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Confidential

10. Social Media: Know It, Harness It
Rule No. 1: It’s not about your brand, it’s all
about me! It’s about me being appreciated – me
feeling supported.
Instead brands are looking to monetize social
media and get people to “cough up the dough”
for their myriad products. Social media simply
doesn’t work that way.
10
Confidential

11. Social Media: Understand It, Harness It
So, how do you harness the power of social
media?
Rule No. 2: Tell, don’t sell
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Confidential

12. Social Media: Know It, Harness It
To help tell the story of your brand, you must:
1. Remember why people use social media
2. Inspire them to do something (i.e. become
healthy and fit)
3. Tell them something that’s relevant to them
(i.e. statins can be harmful)
12
Confidential

13. Content Marketing
• You need to create consistent, valuable, and
compelling content to be the leader and to get
online customers.
• You need to develop and distribute content
that is as good as or better than anything else
in our industry to attract and retain
customers.
13
Confidential

14. Content Marketing
Should You Charge for Your Content?
14

15. Rollout Plan
PHASE I PHASE II
HD.com Re-launch TBD
• Launch HD.com Customer • Add
HD.com- Onboarding & Ongoing personalization,
Series Base customization
Sourced File • For customers who • Incorporate
bought/buy from HD.com message and
• New “opt-down” preferences stream
• Default emails, with differentiation as
personalization as developed we are able,
• Launch HD.com Prospect based on
Lark.com- Conversion Series condition-
• interests, usage
Sourced File Leverage Series launching in
Q1 2012 for Williams data
• Transition Lark.com-Sourced
file to HD.com Active Series
• Maintain top Lark-specific
emails to preserve existing
15
revenue

16. Definitions
•Sourced = customers who buy from a particular website.
•Examples:
• Nancy responds to a paid search add for beauty supplements – buys a
Tabor product from HD.com. She is HD.com-Sourced.
• Will receive HD.com email (branded and leading to that site)
• Ray responds to a Dr. Williams slide show for JAG via acquisition email – he
buys JAG from DrDavidWilliams.com. He is Williams.com-Sourced.
• Will receive DrDavidWilliams.com email (branded and leading to that site)
• Ray’s wife responded to a Dr. Lark catalog in 2011 – she buys Tilane from
DrLark.com. She is DrLark.com-Sourced.
• She will receive HD.com email (branded and leading to that site), BUT she also
will receive dedicated Dr. Lark email (with HD.com header) interspersed
between other HD.com email.

17. Acquisition/Lead Gen Conversion
Acquisition Onboarding Ongoing Offboarding
Follow the delivery of a free report with a conversion series aligned with the report’s subject matter
and designed to encourage a paid transaction (migrate to NTF)
• Free report is delivered by email to establish the validity of the address
• On-site and in marketing
• 4-part series that:
• Provides product, then products, that deliver solutions to the implied interest in the health condition
• Weaves in progressively more attractive offers within the conversion series
• Further promote the expertness of the Doctor associated with the condition and the solutions
• If a purchase is made within the Conversion Series, it ends for that individual – the HD.com
Onboarding Series then takes over
• If a purchase is not made within the conversion series, they are put into the Ongoing HD.com
stream, beginning the following week and flagged as a prospect.
• A purchase triggers the Onboarding Series
• Notes:
• When there is not a value-exchange (“Sign up for FREE E-news”), the prospect is placed into the
Ongoing stream, following the next week. A purchase triggers the Onboarding Series. If the registrant
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is already a customer, they do not receive Conversion or Onboarding Series.

18. NTF Onboarding
Acquisition Onboarding Ongoing Offboarding
Mirror the onboarding strategy developed for stand-alone doctor
sites, to move a customer from an initial purchase to an ongoing
relationship with our Doctors and business
• Reinforce purchase decisions
• Encourage engagement with the website
• Introduce and deepen understanding of the HD Doctors
• Encourage compliance
• Encourage additional purchases
• Support deepening relationship with our doctors
18

19. NTF Onboarding – Day 1-30
Acquisition Onboarding Ongoing Offboarding
Customization based on product purchase and Dr (where possible/relevant)
Messagin Day Day Day Day Day Day Day Day Day Day
g Day 20
1 2 6 8 10 14 17 23 26 30
Header HD HD HD HD HD HD HD HD HD HD HD
HD / HD / HD / HD / HD / HD / HD / HD / HD /
HD / HD /
Footer Multi Multi Multi Multi Multi Multi Multi Multi Multi
Multi Doctor Multi Doctor
Doctor Doctor Doctor Doctor Doctor Doctor Doctor Doctor Doctor
Reinforce Set Arrival Reinforce Website Encourage Retention Retention
Desired Drive Drive Encourage
Purchase Expectatio Purchase Engagemen Complianc Engagement Engageme Engageme
Behavior Upsell Reorder Loyalty
Decision n Decision t e nt nt
HD Best
Welcome Sellers
HD
with simple (Each Dr’s
Product & Dr Pillars
customization Top HD /Doctor
HD Coming Website Sellers) Reorder “House
Complianc If null -
Key Thank You Soon -Mini Intro Time Dr Tips E-News Call”
e Health
Messages Order Order Doctor & - (for 30 day Intro Intro (exclude
Importance Interest
confirm Shipped Intro’s Education customize buyers)
Supp
Survey (to
-HD POD’s /dynamic Advisor)
feed
First populate
preferences)
affinity
Shipment ―rules”
Email # 1 2 3 3.5 4 5 6 7 8 9 10

20. Ongoing Streams – Day 31+
Acquisition Onboarding Ongoing Offboarding
Engage customers with our doctors (and their unique perspectives and
advice), while encouraging purchase of their solutions across a wide
array of health interests, thus mirroring on-site experiences
• Expected benefits for our customers
• Get unique, premium information and products that can’t be found
elsewhere
• Get smarter about a wide range of health topics and live better by using
Healthy Directions products
• Easily go from email communication to the site to learn more
• Expected benefits for HD
• We drive purchases within and across brands and interests, generating
greater share of wallet
• The mix of interesting content and unique products creates interaction
with emails and a protective barrier to deliverability issues
• See greater pass-along to friends
•
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Leverage editorial and commercial programming on-site to create a more
efficient email operation

21. Ongoing Streams – Day 31+
Acquisition Onboarding Ongoing Offboarding
• ROTATING Category/Interest Strategy
• Each week has a theme, with content and product in every email, with
varying emphasis (“content-first” versus “product-first”)
• E-News concept migrates to (1.) recent/relevant content within the base
email stream + (2.) dedicated E-News and breaking news as determined
• Every Other Day Emails for the Base program
• Dynamic Email Templates
• Content and Product elements are Dynamic & Customized (as capable)
• Other Emails will be interspersed
• Trigger emails
• Big promotions, special E-News or breaking news, Prod. Launches
• Lark.com-sourced customer emails 21

22. Themes
Monthly themes will keep customers interested & engaged
Month Theme
Spring to
April
Better Health
Get
May
Active
Summer
June
Fitness
Eating Well
July
(picnics)
22

23. Key: Green = promotion first, Orange = content first, Blue = mix of content and products
Sample Calendar
Mon Tue Wed Thu Fri Sat Sun
Your
Health Product Content Product
Week Feature Feature Feature
Kit
Your
Health Product Content Product
Week Feature Feature Feature
Kit
Your
Health Product Content Product
Week Feature Feature Feature
Kit
Your
Product Content Product
Health
Feature Feature Feature
Week Kit
For Transactional Emails – send as required (e.g. refill reminders, order confirm). For Promo Emails: AD, Stock-Up, E-News, UPSELLS,
Global Sales, Rate The Product etc ., schedule for “off days” or apply business so they hit on “off –days”

24. Ongoing Stream Customization
Email Customization level will be dependent on
Data Available
Customer
Sourced Personalized
Custom
Preference Email Stream
Data Captured
NTF When/If customer
Simple customization provides preferences
(product/DR) they shift to personalized
EM Stream
No Customer Default Email
Pref Data Stream Default
Behavior/Affinity/M Behavior/Affinity/Mo
odels only dels only
24

25. Preference Management
Preference Management will be rolled out in phases
• Phase I
• Capture health interest information – post-purchase pop-up or via
post-purchase email survey (email 6 in Onboarding)
• “So that we can know what you are most interested in”
• Use as ability and staff bandwidth allows
• Opt-out will be replaced by opt-down at launch
• Categories of email
• Product and health information
• Sales Announcements
• E-Letter digests
• Phase II
• Layer health interest on top of other opt-downs
• This requires categorization of all email, mapping each to health
interests 25

26. Offboarding
Acquisition Onboarding Ongoing Offboarding
Offboarding takes place when there are indicators of inactivity that could be
harmful to the overall program deliverability
• Enables urgency messaging/offers to prompt action (“last call” prior to
scrubbing inactives from the file
– Customers/former Buyers enter the stream IF:
• No clicks for 12 months
• Clicks in last 12 month, but no purchase in 24 months
– Prospects/Leads enter the stream IF:
• No purchase for 6 months
• Customers/former Buyers
– 5 email series of increasing urgency, prompting purchase to stay on the file
• Prospects/Leads
– Similar strategy; In copy/message development 26

27. Production/Templates
27

28. Multi-Email Template Approach
• The mix of emails mirrors the experience on site and drives Email open & response
• Blue = the “kits” from our experts – the killer combo of content guidance and ecommerce
solutions;
• May have associated offers and “sales” aligned, will have social and sharing elements – goal is
to generate an action from every email – to learn or to buy, or both!
• Orange = content-focused, with small call-outs to the supportive products (dynamic listings of top
content in the category, plus any selected news)
• Green = the ecommerce-focused email announcing a sale, clearance, new product, sweepstakes,
with very small call-outs to supportive content
• Note: Each version of these emails will be designed as new “must be read” emails
Expert Product
Content
Kits Sale(s)
Tell New
us product product
Product Product news
what content
Solution Solution
you
Share think Share Share
28

29. Template Testing
• Template Wireframes & Designs to be developed.
• Leverage site assets as much as possible to:
• Take advantage of creative and production work on HD.com
• Create efficiency in email production, so email program concentrates on marketing,
messaging and packaging of solutions
• Inspiration from Williams Sonoma, LLBean for packaging; Mercola for theme building
• Test LONG FORM Email format once base templates are created (aka BH&G,
Mercola)
Vs.
content
cont
ent
29

30. Data Population
Base (default) emails created and then
customized/dynamic when data available
Expert Product
Kits Content
Sale(s)
Tell
us New
Product Product product product
what news
Solution Solution content
you
Share think Share Share
The templates will delivery content/product (Today’s Tip & Daily Specials) based on pre-
determined content and business rules. When preference & interests are not known, default
content/product will be delivered until preferences & interests captured. 30

31. Planning Schedule
Complete EM Creative & IT Launch HD.COM
EM Strategy Development for Phase 1 Email Strategy
12/2-31 1/1-3/15 HD.com Launch
Key Deliverables:
• Creative Brief • Migrate Lark
• Develop Email • Begin HD.com &
• Frequency
population Lark actives
• Content Creative
• Business Rules contact strategy
Approach
coded… • Default email
• Targeting Strategy
• Develop HD.com content
• Business Rules (High
level) email templates &
content
31

32. LARK
Transition Planning

33. Lark Consumer Benefit
Communication will leverage the history that has always backed the Lark brand
and developments that are becoming available through HD:
• Healthy Directions has always been there…supporting the Lark brand
• Quality, unique effective products
• Access to production standards unrivaled in the industry
• Healthy Directions is launching a site that will provide more support and
greater opportunities for Dr. Lark’s customers to live healthier, better
lives
• More Dr. Lark articles and easier access to them
• Interact with Dr. Lark and her customers on facebook
• New Dr. Lark products to compliment the favorites - and better information about
them
• Quick access to the other Doctors within the Healthy Direction family
• Same great quality, research, effectiveness in all of the HD Doctors
• Greater breadth of support for other health interests and conditions, including
Dr. Tabor, the leader in “beauty from within”
33

34. Lark Transition Touchpoints
Multiple touch points available to communicate HD.COM Transition
Programs NTF Actives Lapsed
Inbound CS X X -
Shopping Cart X X -
Direct Mail - X X
EMAIL X X X
CATALOG X X X
WEB
-
-
Site
Banners X X X
- Pop-Ups
IN SHIPMENT
-
-
Packing Slip
Enclosure
X X -
OBTM X X -

35. Lark Messaging Calendar
Plan communication timing by audience & vehicle
Audience March April 
 Transition Period to
NTF Onboarding  EM Announcements Co-branded and
Migrate to HD
 Transition Period to
Actives  EM Announcements Co-branded and
Migrate to HD
 Transition Period to
Lapsed  EM Announcements Co-branded and
Migrate to HD

36. Ongoing Calendar: Lark.com-Sourced
Mon Tue Wed Thu Fri Sat Sun
Your
Lark Lark
Health Lark Product Content Product
Promo Promo
Week Promo Feature Feature Feature
Kit
Your
Lark Lark Lark
Health Product Content Product
Promo Promo Promo
Week Feature Feature Feature
Kit
Your
Lark Lark Lark
Health Product Content Product
Promo Promo Promo
Week Feature Feature Feature
Kit
Your Lark Lark Lark
Product Content Product
Health Promo Promo Promo
Feature Feature Feature
Week Kit
Emails Sent as Required (e.g. refill reminders, order confirm - transactional, E-News, UPSELLS, Global Sales, rate the product – send on
open days)

37. Appendix
37

38. Lark Messaging Tactics
• Today – from Dr Lark
• Tomorrow – from HD
• Migration Strategy
• Announce Series using Dr. Lark as FROM ADDRESS and HD in
SUBJECT LINE
• Integrate Multi-Brand Header/Footer ASAP
• Migrate to Co-brand “Doctor Lark from Healthy
Directions”
• Introduce other Doctors
• Transition to HD
• Change to Hybrid – Dr. Lark / Healthy Directions
38

39. 2013?
TBD
Williams.com • Lark will be a first test case for migrating a
- Sourced File stand-alone Dr. business to HD.com
Whitaker.co • Depending on performance of the new
contact strategy, we can consider migration
m- Sourced of additional [Doctor]-sourced files to HD
File Series as precursor to larger web migration
• Based on Lark experience
Sinatra.com- • Massive efficiency gain will enable accelerated
marketing sophistication
Sourced File
39

40. HD.COM Email – Strategy
Customer
NTF Series Monday Tuesday Wednesday Thursday Friday Sat/Sun Monday
Purchase
Description: After NTF, health interests rotating weekly with emails Every Other Day with
solutions (product and health advice) leveraging customer preference data and product affinity/basket
model to drive relevance
• Template
• Dynamic & rotating (work within x different templates,
rotating delivery)
• Contents
• Content customized – by interest/affinity to products
purchased
• Product customized – by interest/affinity to products purchased 40
• Doctors are highlighted as the experts within particular health

41. Lark Sales Concentrated In Top Products
• Majority of sales among top products that can be
promoted in off days to maintain current sales
% of
levels Products
Revenu
e
Couple things to note:
1. Tonalean – this is a Williams product. It will go away this OTHER - OHM 30.55%
month and be replaced with a Lark product of the same (Slim TRILANE 25.89%
Select). TONALEAN 7.46%
2. Products that will be discontinued are – Metabo X, Radiance, HARMONY 4.55%
Silhoutte and Free Motion. ENERGY VITALIZER 3.96%
3. This is data YTD 2011. HAIR AND NAILS REVITALIZER 3.47%
CONFIDENT CONTROL 3.15%
METABO X 3.02%
VIBRANT DAY MULTI 2.86%
RADIANCE 2.54%
SILHOUETTE 2.32%
DAILY ANSWER 2.31%
BRILLIANT MIND 1.71%
FREE MOTION 1.65%
Q10 ANSWER 1.44%
VEIN ANSWER 1.14%
ADVACLEANSE 0.73%
IFS DEFENSE 0.51%
FILL2PURE WATER BOTTLE 0.43%
41
MACA 0.34%

42. HD.com Site Is Source of Email Content
• Driving website traffic /visits and engagement will be
major objective of email strategy.
• Content and Product and Customer Account Management
all reasons to drive customer to website.
• Content in emails can be “teaser” paragraph or two with
link to site:
• Today’s Specials
• Tips of the Day
• Images and video
• Canned searches
• Recent articles piped-in for digests
• Promotional banners
• Related Products/Related articles and more….. 42

43. Existing and New Offers/Products/Content Will be integrated into New Strategy
(Blue/Orange/Green)
Programs / Communication New HD.com Communication
OHMs Based on relevance*, can be supported in all
Special partner offers Based on relevance*, can be supported in all
Opportunity to act as stand alone incremental “Big
Clearance/Site-wide Sales Event” or lead Promo only email
Based on relevance*, opportunity to lead
New Product Intro Blue/Orange, Content heavy w/promo support.
Based on relevance*, opportunity to lead Promo-
Reformulation email or stand alone incremental email
Opt-In, opportunity to lead monthly thematic as
E-News incremental email (e.g. what to expect this month
from HD)
43
Drive relevance based on targeting business rules

44. • Best Practice email marketing requires
separate email strategy for non-open emails
Opened Continue
Active within Last 90 Days Active Emails
Emails Begin Non-Opens Initiate
within Last 90 Days Reactivation
Non-Opens will receive “highly urgent” emails encouraging open
rates.
44

45. HD.COM Email – ACTIVES – Rules
Contact Rules Active Customer Emails
Frequency –
1 Email Every Other Day
Base Rule
• Order Confirms/Order
Status/Billing/CS
Exceptions*
• Newsletters, Global Promo’s
• Other – New Products, Upsell….
• Dev rules for Product Emails
Targeting (e.g. in no or low affinity/interest do not include or do not
send or insert “universal product – e.g. Vitamin D )
Exceptions” should be scheduled for non-email days (i.e. E-News)

46. •We must be Customer Centric
• So far we are projecting customer wants and needs
in these scenarios and looking at best practices for
other businesses
• We have two options
1. Execute what we collectively think is best and hope it resonates
with consumers
2. Seek customer insight and implement approach of most interest to
them
• Finally, we need to execute a plan that is logistically
feasible in relatively short time period.
• Once program up and running, monitor results and
refine strategy based on learning (engagement and
response). Possibly expand to daily 46

47. • Use Heath Health affinity models to promote “relevant” products
47

49. Recent Benchmarking
49
Confidential

50. Purpose of Exercise
• Analyze the current new customer contact stream and
strategies of industry leaders or direct HD competitors
• Leverage learnings and best practices for HD.com email
launch
– Is anyone capturing data at POS
– Is anyone using data to dynamically populate
customer emails
– Is anyone exhibiting best practices worth leveraging

51. Companies Reviewed
A purchase was made at the following websites and all
subsequent communications were tracked from that
point forward
• Mercola.com
• Drugstore.com
• GNC.com
• LLBean.com
• William Sonoma
• Puritans Pride
• Vitamin Shoppe
• Swanson
PP and WS info captured until mid Nov.

52. Data Capture is E-Commerce Only
but There Are Notable Strategies Post Purchase
Post
Data Purchase Promo
Captured Type of Data Data Capture Email Post Purchase Email Emails
Company with Order Capture Post Order Frequency Content Customized
Mercola.com Yes E-commerce No Daily All content until email No
#4
Drugstore.com Yes E-commerce Coupon Day of Order Trigger only n/a
GNC.com Yes E-commerce Yes Daily Trigger until email #4. No
Promo emails feature
products and “Deal of
the Day”
LLBean.com Yes E-commerce Email 2X Every Clear contact strategy No
Subscription Other Day present
William Sonoma Yes E-commerce No Daily Promo first, content No
secondary (variable
templates)
Puritans Pride Yes E-commerce No Trigger only n/a n/a
Vitamin Shoppe Yes E-commerce No Trigger only Trigger emails n/a
included selling space
Swanson Yes E-commerce No 3 received Promo first, followed No
by 2 content
*denotes email creative example included in “Notable” section

53. Email Frequency Tracking
Company 11/5 11/6 11/7 11/8 11/9 11/10 11/11 11/12 11/13 11/14 11/15 11/16 11/17
Mercola.com 1 1 1 1 1 1 1 1 1 3
Drugstore.com 2 1
GNC.com 2 1 1 1 1 1 1 1 1
LLBean.com 3 2 2 1 1 1
William Sonoma 1 1 1 1 1 1
Puritans Pride* 1
*trigger emails only, e.g. order confirm, order shipped
Vitamin Shoppe* 1 1
Swanson 2 prior 1
Company 11/18 11/19 11/20 11/21 11/22 11/23 11/24 11/25 11/26 11/27 11/28 11/29 11/30
Mercola.com 1 1 2 1 1 1 1 2 1 1
Drugstore.com 1 1
GNC.com 1 1 1 2 2 1 1 1 2 2 1 1
LLBean.com 1 2 1 1 1
William Sonoma n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a
Puritans Pride* n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a
Vitamin Shoppe* 1 1
Swanson 1 1 1 1 1 1 1 1
Company Dec 1 2 3 4 5 6 7 8 9 10 11 12 13
Mercola.com 1 1 1 1 1 1 1 1 1 1
Drugstore.com 1
GNC.com 1 1 1 1 1 1 2 1
LLBean.com 1 1 1 1 1
William Sonoma n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a
Puritans Pride* n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a
Vitamin Shoppe* 1 1 1 1
Swanson 1 1 1 1 1

54. Notable – New Customer
Communications
Mercola
GNC
LLBean
William Sonoma
Vitamin Shop
Swanson

55. Mercola Sells the New Customer
on Content Before Promo’s Begin
11/6 Endorses Dr. first to increase 11/9
product efficacy
Raises question about
“what could be wrong”
11/7 before providing
product solutions

56. Mercola — Surprise Birthday
Wishes!
11/22

57. Mercola Leverages Key Real-estate to
Remind Customers of Ongoing Sales

58. GNC Leverages the Power of Promotion Through a
“Web Only Deal of the Day” in each Daily Email
(increasing open rates/click through)
Extremely high-value offers w/free shipping

59. LLBean Has a Defined NTF Contact Strategy
Email 1 -Welcome Email 2/3 – Order Confirm/Proc Emails 4 and 6 – Best Sellers (repeated)
11/5
11/5
Email 5 - Shipped Email 7 - Explore
11/7 & 11/9
11/7
11/9

60. LLBean Has a Defined NTF
Contact Strategy, Continued
Email 10 – Repeat LTO
Email 8 – Promo “LTO” Email 9 - Discover – “last chance”
11/10 11/11 11/12
Customer endorsed products

61. As the Holiday’s Approach, As Expected,
Customer Emails Become Increasingly Promotional
12/4 12/7
12/6 12/9

62. WS Sends Daily Emails Varying the Template
To Avoid Wear-out and Unwanted Predictability

63. Vitamin Shoppe Generates Revenue
Through Both Order Confirm and Order Shipped Emails

64. Swanson Asks the Customer to
Interact with The Brand Beginning
w/Order Shipped Trigger Email
Data capture device
CSC – Customer
Supplied Content