Brooks Running Achieves 61% Higher Email Conversion Rates with Email Aptitude
With Email Aptitude’s expert strategic guidance and utilizing Skymosity, and advanced weather marketing platform from Email Aptitude, 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.
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.
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.
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.
“Right from the start, Email Aptitude, provided great strategic direction, helped us build our email program and focus on opportunities that we didn’t see and wouldn’t have been able to accomplish”
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.
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.
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 RunHappy 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.
About Email Aptitude
Email Aptitude is an ESP-Agnostic and award-winning Agency focused on full-service email program management and advanced email strategy. Based in San Francisco, CA, Email Aptitude was recently named to the Inc. 5000 as the #1 fastest growing email agency in the country; the Bay Area Fast 100; and honored by the prestigious AdAge Top 50 Best Places to Work in the US. The Email Aptitude team is made up of top industry veterans and the new bright minds of email who grow and manage email programs for some of the world's hottest fast-growth startups and global enterprise brands. To learn more about Email Aptitude and view current job openings please visit our website: https://goo.gl/ExKz39