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Performance-Driven Design
 

Performance-Driven Design

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Hear first-hand accounts from top marketers as they discuss redesigns, drivers for change, metrics for success, and best practices acquired along the way.

Hear first-hand accounts from top marketers as they discuss redesigns, drivers for change, metrics for success, and best practices acquired along the way.

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  • What do we mean by Performance? Opens? Clicks? Unsubs? -> NO
  • In Ecommerce/direct response – it’s direct $$, in B2B/awareness, it might be website traffic driven by email and time spent on site
  • Optimizing email for mobile alone will address mobile
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better
  • Short subject lines that mention specific stats or content that’s inside do better

Performance-Driven Design Performance-Driven Design Presentation Transcript

  • Performance Driven Design
  • Director of Marketing at Litmus @meladorri Justine leads content marketing, customer education and research initiatives. Justine Jordan
  • Senior Email Marketing Manager At CareerBuilder @tsburdsall Scott manages CareerBuilder's ESP relationship along with a team that oversees email marketing campaigns, testing, and best practices. Scott Burdsall
  • Vice President of Strategic Services at BrightWave Marketing @emailrocks Jay keeps busy solving email marketing problems, declaring email’s centrality to digital marketing, eating great food and kickboxing Jay Jhun
  • Got Performance Issues???
  • Who‟s this guy? @emailrocks
  • On my honor, I will do my best To do my duty as an email marketer to optimize performance whenever I can; Performance-Driven Marketer‟s Oath
  • To help deliver crazy ROI at all times; To keep my emails creatively strong, Intentionally relevant and totally awesome. Performance-Driven Marketer‟s Oath
  • Performance goals are inextricably tied to meaningful, measurable business outcomes
  • “Methods and techniques that have consistently shown results superior than those achieved with other means, and which are used as benchmarks to strive for. There is, however, no practice that is best for everyone or in every situation, and no best practice remains best for very long as people keep on finding better ways of doing things.” BusinessDictionary.com Best Practices Be Damned!
  • 5 Misconceptions to Unthink about Performance Optimization
  • Industry Benchmarks Are Your Friend #1 XX
  • Testing is difficult #2
  • 1. Ask yourself “What are we trying to learn and WHY?” • Be conversion-minded • Be specific about what you’re trying to improve 2. Identify a 'control' and a 'test' candidate • Control is often a default / incumbent state 3. Test should happen at the same time 3 Pillars for Testing #2
  • Testing can happen „automagically‟ #3
  • SMSOpt-in Form It‟s only about email #4 Email Mobile App Landing Pages Web / E-Comm QR Codes Print (FSI) SEO/ Display
  • Mobile optimization can happen with the same budget/effort as desktop #5
  • Page 19BrightWave Marketing, Inc. | All Rights Reserved | © 2002-2012
  • 3 Tips for Bridging the Gap 1. Map your content to a measureable campaign goal • The more content you have in each email, the more effort it will take to make it mobile-friendly (i.e., K.I.S.S.) 2. Consider Fluid or Single-column or Plain Text • Form needs to follow function; If you’re not sure, test it! 3. Pick and choose when you optimize for mobile • Based on the size of the mobile conversion opportunity per campaign #5
  • • Performance optimization in email should be connected to your business goals – directly or indirectly • Industry benchmarks and ‘best practices’ are like training wheels you need to eventually ditch • Testing is not complicated but requires intentionality • Performance optimization in today’s mobile world requires cross-channel collaboration • Solving for mobile optimization will absolutely require you to recalibrate your approach to email and your resources In Summary …
  • Director of Marketing at Litmus @meladorri Justine leads content marketing, customer education and research initiatives. Justine Jordan
  • • Web-based subscription software • No sales team • B2B • Content focused approach • Small (tiny) marketing team • Marketing to marketers (must eat own dog food) • Lots of lessons learned… A quick primer on Litmus
  • Best practices are those determined to work best for you Lesson learned:
  • Test anything, you might be surprised Best practice learned:
  • • Subject lines • Specific vs. vague • Buzzy vs. straightforward • Button language / call-to-action • Product vs. content • Additional buttons (more click opportunities) • Play buttons on videos • Static video imagery • Headline vs. no headline • Button colors Things we‟ve tested…
  • Doug Bowman “…Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better…”
  • Google doesn‟t know everything Best practice learned:
  • Version A: Green button Version B: Blue button
  • Version A: Green button Version B: Blue button NO change
  • Teach, don‟t sell Best practice learned:
  • Version A: Start testing Version B: Read our overview
  • Version A: Start testing Version B: Read our overview 2x clicks
  • Risks occasionally pay off Best practice learned:
  • Subject line A: Don’t forward this… Subject line B: The best way to share emails
  • Subject line A: Don’t forward this… Subject line B: The best way to share emails 54% more clicks
  • Progress, not perfection Best practice learned:
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate 28% opens 11% clicks Emphasis on product
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate 29% opens 15% clicks New design rolls out Less content CTAs not clear
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate 28% opens 27% clicks Infographics Useful/helpful Bulletproof buttons
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate 29% opens 20% clicks More product than education opportunities
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate Double the amount of content Short, stats- focused subject line 31% opens 38% clicks
  • 0% 5% 10% 15% 20% 25% 30% 35% 40% Jan-11 Apr-11 Oct-11 Dec-11 Mar-12 Apr-12 May-12 Jun-12 Dec-12 Jan-13 May-13 Jul-13 Open Rate 32% 28% 29% 30% 28% 25% 29% 27% 28% 31% 29% 25% Click Rate 13% 11% 15% 19% 27% 27% 20% 25% 31% 38% 22% 30% Open Rate Click Rate
  • Opens and clicks aren‟t everything Best practice learned:
  • • Twitter mentions • Unsolicited comments • Endorsements • Web visits • Blog comments • Anecdotal evidence • Interest from mainstream journalists Embrace unique success metrics
  • Twitter Mentions Site visits Newsletter Newsletter
  • Twitter Mentions Site visits Newsletter Newsletter
  • Targeting and segmentation really does work Best practice learned:
  • Boston: 1,200 subscribers Boston agenda + snag the last Early Bird tickets London: 2,500 subscribers London agenda + snag the last Early Bird tickets San Fran: 1,100 subscribers San Francisco agenda + snag the last Early Bird tickets General: 46,000 subscribers See the agenda + snag the last Early Bird tickets
  • Boston: 1,200 subscribers Boston agenda + snag the last Early Bird tickets London: 2,500 subscribers London agenda + snag the last Early Bird tickets San Fran: 1,100 subscribers San Francisco agenda + snag the last Early Bird tickets General: 46,000 subscribers See the agenda + snag the last Early Bird tickets 62% open rate 58tickets sold emails sent
  • Senior Email Marketing Manager At CareerBuilder @tsburdsall Scott manages CareerBuilder's ESP relationship along with a team that oversees email marketing campaigns, testing, and best practices. Scott Burdsall
  • CareerBuilder: Mobile opens account for 50-62% of total opens depending on segment Mobile Audience
  • • A/B template test • Same Subject Lines • Audience: 5 segments with different interaction levels • New • In Market (active) • Recently In Market (recently active) • Passive • Off Market (unengaged) • CTR as winning metric • Three weeks of testing Testing Methodology
  • • TEST: Original Control Design vs. Responsive Design CareerBuilder Mobile Optimization
  • Preview: Control Version
  • Preview: Test Version
  • • 21-24% increase in click-through rate • Unengaged users delivered the highest life in click-through • Less motivated users seem more likely to respond to an uncluttered, aesthetically pleasing message Results Test 1 Test 2 Test 3 Segment Click Increase Open Increase Click Increase Open Increase Click Increase Open Increase New 11% 10% 19% 21% 11% 13% Active 17% 17% 19% 23% 11% 17% Recent 17% 21% 19% 19% 22% 17% Passive 17% 13% 16% 12% 16% 12% Unengaged Overall 21% 15% 24% 17% 21% 15%
  • • Also: 15-17% increase in open rate • Preheader basics: • Located above the logo or header in the email code • Some email clients grab the first piece of code and display approximately 85 characters of the first HTML text next to the subject line. Preheader To Preheader From Name > Subject Line > Preheader Control: Test: CareerBuilder.com CareerBuilder.comSunday Sunday To ToTest Send – Tonya: We’ve got Ne… Test Send – Walter: We’ve got ne… To view this email as a web page, go here. <http://click.careerbuilder- email.com/?qs=309b4f8d88142b3b4b5b9e69c bc75f3 We’ve got new jobs in Hammond – Companies have just posted new jobs near… Winner!
  • • Job Recommendation Emails • Similar test, but only testing responsive design element • Mostly text – job descriptions and apply button • 7.5% overall CTR increase • 15.2% mobile CTR increase • 12.3% increase in applications per send Responsive With Existing Templates
  • • Responsive Design gave CB quick wins and helps ensure long-term successes • Improved mobile click-through rates • Improved mobile apply rates • Gives a more scalable and usable reading experience • Regarding CB template redesign test, responsive showed that unengaged subscribers… • …generated the highest lift in responsive design. • …responded better to a more uncluttered, visually pleasing message. • Less busy design highlights more critical sections Performance-Driven Design
  • Questions?
  • Thank you!