FinishLineCaseStudyApril2016_Final
0 likes60 views
Finish Line wanted to increase engagement and revenue from their college fleece email campaigns. They used first-party customer data combined with third-party data from Experian to segment customers and make emails more relevant. The emails included interactive elements like live polls. This approach improved click-through rates by 21% and transactions by 24%, increasing campaign revenue by 42% year-over-year.
FinishLineCaseStudyApril2016_Final
- 1. Finish Line Innovating College Fleece emails with real-time data and personalization Client spotlight 24%increase in transaction rates 42%increase in campaign revenue year-over-year
- 2. Goals Many years ago, Finish Line, a leading athletic apparel and shoe retailer, recognized an opportunity to market their sports team-specific apparel through a personalized email program that spoke directly to college football fans at the most relevant and impactful times during the season. Experian Marketing Services was there to help. Increase engagement Integrate data sources Optimize cadence Based on analyzing past College Fleece email campaigns, Finish Line learned that these emails already had particularly high conversions into actual purchases. This high transaction rate showed the brand that increased engagement would translate directly into increased revenue. To provide a more contextually relevant experience to their customers, Finish Line needed a way to incorporate first-party and third-party data sources to properly segment and target their customers with the right message. Finish Line also needed to put measures in place to ensure that they avoided over- mailing to their customers, especially inactive subscribers whose lack of engagement would negatively affect the brand’s sender reputation. Experian Marketing Suite | Learn more
- 3. The solution First, Finish Line combined first-party customer data (such as past purchase and email behavior) and third-party data (such as Experian’s geo-location data, web browse data and even football ranking data from Sports Illustrated) to segment their customers. Then, they designed the emails to include these elements as well as innovative design features like countdown clocks and live polling, which allowed recipients to vote for their favorite team from the week’s matchup directly within the email and updated the rankings in real time as more users voted. Within the Experian Marketing Suite, Finish Line combined multiple data sources to optimize targeting and relevance: u Previous email engagement data, from Experian, that helped to predict customer interest u Website browse and abandon data, which was uploaded as an additional data file within the platform to enhance email targeting u Experian’s geolocation data, down to the zip code level, which helped predict team loyalties more accurately than simply knowing their state u Frequency capping and engagement parameters that allowed for cadence control Optimizing contextual elements through the Experian Marketing Suite Experian Marketing Suite | Learn more
- 4. The results By incorporating new data-driven and interactive elements, Finish Line markedly improved engagement, and in turn, revenue results, of an already high-performing email campaign. Experian Marketing Suite | Learn more The success of this email program hinges on the ability to combine multiple data sources and creative elements. We take advantage of Experian’s data, their partner data and our own data to make the most intelligent segmentation and targeting decisions, as well as power the dynamic and interactive features of the emails. Using the Experian Marketing Suite technology gives us confidence that we are reaching the right customer with content that will truly excite and engage them. – Reed Pankratz, Senior Digital Brand Email Strategist, Finish Line ►► Winner of eTail’s 2016 Email Best-in-Class Award ►► Finalist for the Email Marketing Innovation Award at The 2016 MarketingTech Innovation Awards presented by DMNews and The Hub 21% increase in click-through rate 24% increase in transaction rate per email 42% increase in campaign revenue, compared with 2014
- 5. The Finish Line, Inc. is a premium retailer of athletic shoes, apparel and accessories. Headquartered in Indianapolis, Finish Line has approximately 1,010 Finish Line branded locations primarily in U.S. malls and shops inside Macy’s department stores and employs more than 14,000 sneakerologists who help customers every day connect with their sport, their life and their style. Online shopping is available at www.finishline.com and www.macys.com. Mobile shopping is available at m.finishline.com. Follow Finish Line on Twitter at Twitter.com/FinishLine or Twitter.com/FinishLineNews and “like” Finish Line on Facebook at Facebook.com/FinishLine. Track loyalty points and find store and product information with the free Finish Line app downloadable for iOS and Android customers. About The Finish Line, Inc. About Experian Marketing Services Experian Marketing Services is a leader in data-driven marketing. The Experian Marketing Suite unites Experian’s data, advertising and marketing technologies into a single, flexible, global marketing platform that enables marketers to reach the most profitable audiences, maximize the value of every customer relationship and inspire long-term brand advocacy. Backed by the industry’s highest-rated client services team, we own and maintain the world’s largest consumer database and provide marketing services and cloud-based technology to more than 10,000 brands in more than 30 countries. To learn more about how the Experian Marketing Suite can help you optimize every customer interaction, visit www.experian.com/marketingservices or give us a call at 1 844 747 1667.