Segmenting members in order to market smarter is no longer just limited to information customers give us at sign-up. Find out how The Honest Company leveraged member data to create their best performing email program.

1. CONFIDENTIAL 1
THE HONEST COMPANY
Case Study: Personalization Beyond the First Name

2. CONFIDENTIAL 2
The Honest Company
http://youtu.be/rJBaP1FA0cU

3. CONFIDENTIAL 3
Email Marketing Challenges

4. CONFIDENTIAL 4
Email Marketing Solutions
What customer information DO we have beyond the sign up form?
1. Purchase Behavior 2. Browsing Behavior

5. CONFIDENTIAL 5
New
Members
No Purchase
Purchase
Subscription
Shop
Purchase
Trial

6. CONFIDENTIAL 6
Lifecycle Marketing Campaigns
All emails in our Lifecycle (Winback) Marketing Campaign are
triggered by member purchase behavior. This campaign is our
best performing email program*.
*Other email programs include: triggered, marketing blasts, welcome and activation series.
Metric Lifecycle Average Overall Average
Opens 39% 17%
Clicks 5% 3%
Conversions* 6x Overall Average
*Any click that ends up on the Order Confirmation page is considered a conversion

7. 5/5/2014 CONFIDENTIAL 7
Lifecycle Marketing Campaigns – Lapsed Shoppers
Day 75 since last purchase Day 89 since last purchase
34% Opens
5% Clicks

8. 5/5/2014 CONFIDENTIAL 8
Lifecycle Marketing Campaigns – Canceled Members
7 Days After Trial Cancel 14 Days After Trial Cancel
31% Opens
5% Clicks

9. 5/5/2014 CONFIDENTIAL 9
Lifecycle Marketing Campaigns – Cart Abandoned
Email #1
Sent 1 day after abandon
Email #2
Sent 3 days after abandon if no purchase since Email #1
36% Opens
3% Clicks

10. 5/5/2014 CONFIDENTIAL 10
Test period = 6 Weeks
Results:
63% in CTOR
22% in conversion rate
Lifecycle Marketing Campaigns – Shop to Sub TEST
Version A
Version B

11. 5/5/2014 CONFIDENTIAL 11
Crib Promotion – Optimized Targeting
Metric Crib Promo Marketing Average
Opens 38% 17%
Clicks 5% 3%

12. 5/5/2014 CONFIDENTIAL 12
Welcome Email– Dynamic Images

13. 5/5/2014 CONFIDENTIAL 13
Proactive Marketing
7 Days

14. 5/5/2014 CONFIDENTIAL 14
Proactive Marketing

15. 5/5/2014 CONFIDENTIAL 15
Proactive Marketing Next Steps
Likely to
Cancel
Canceled
Continue to
Subscription

16. 5/5/2014 CONFIDENTIAL 16
Takeaways
Higher reach does not equal higher conversions
Consumer information is not limited to the
information provided at sign up
Track and utilize behavioral data
Personalization in emails isn’t just about the first
name anymore