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Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading brands

by TFM&A on Mar 13, 2012

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Live karaoke and /or streaming service with on screen lyrics whilst the audience is queuing and being seated.
Session start ‘attention!’ slide.Key pointsEmail is key driver of revenueSize is important
Lucky Voice YouTube channel – one minute video.Brief run down on the business.Explain online and offline offers.Picture of a bar.Key facts; 7 bars. 3 managed bars, 4 franchised bars – operated by Tiger tiger.Picture of website.
Lucky Voice YouTube channel – one minute video.Brief run down on the business.Explain online and offline offers.Picture of a bar.Key facts; 7 bars. 3 managed bars, 4 franchised bars – operated by Tiger tiger.Picture of website.
Objective to increase database size.ChallengeReach new customers.Average bar group of ten people, one person books, nine people unknown. How to reach them?Move bar customers to online. Online more scalable, bars require higher investment and risk.Profit around £300K last year, bars turnover ….50% offline room hire, 50% from drinks.Estimate 30% of online and offline business comes via email.Look at people who open emails and if they have booked bar or bought on line.IE 30% of people who bought have engaged in email in last two months.70% from word of mouth, repeat customers, passing trade footfall.Other channels, free PR, SEO, social starting.Marketing budget circa £200K, including operational/promotional use.No online booking, call booking line to book. Email address collected.Grow bars database, customer profile location information.Started with 100K, doubled to 200K in 12 months.
Objective to increase database size.ChallengeReach new customers.Average bar group of ten people, one person books, nine people unknown. How to reach them?Move bar customers to online. Online more scalable, bars require higher investment and risk.Profit around £300K last year, bars turnover ….50% offline room hire, 50% from drinks.Estimate 30% of online and offline business comes via email.Look at people who open emails and if they have booked bar or bought on line.IE 30% of people who bought have engaged in email in last two months.70% from word of mouth, repeat customers, passing trade footfall.Other channels, free PR, SEO, social starting.Marketing budget circa £200K, including operational/promotional use.No online booking, call booking line to book. Email address collected.Grow bars database, customer profile location information.Started with 100K, doubled to 200K in 12 months.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
How success is measured and metrics used.Big picture summary, 100% growth, 100K to 200K.Any change in average campaign results? Did quality of list remain with increase in size? Size is important but only if linked to quality.Pie chart of where the signups came from.Pie of level of email engagement by source.Revenue analysis. Conversions by source/value by source.Three key takeaways.Email is big.Talking at the right time. Pre-event much better than post event?
How success is measured and metrics used.Big picture summary, 100% growth, 100K to 200K.Any change in average campaign results? Did quality of list remain with increase in size? Size is important but only if linked to quality.Pie chart of where the signups came from.Pie of level of email engagement by source.Revenue analysis. Conversions by source/value by source.Three key takeaways.Email is big.Talking at the right time. Pre-event much better than post event?
How success is measured and metrics used.Big picture summary, 100% growth, 100K to 200K.Any change in average campaign results? Did quality of list remain with increase in size? Size is important but only if linked to quality.Pie chart of where the signups came from.Pie of level of email engagement by source.Revenue analysis. Conversions by source/value by source.Three key takeaways.Email is big.Talking at the right time. Pre-event much better than post event?
Growth strategies used.Historically built from bar bookings and simple (non-optimised) online service signup.For each approach two or three slides with graphics such as screen grabs/creative examples/welcome emails/incentives/sign up forms/data fields/flow diagram for process etc. Before and after screen grabs.Approaches that worked.Incentivising website signup with discount. Increased signup by XXXX%. Screenshot old and new.Website social sign in rather than register. 50/50 social signinvs register. Uplift on signups as result of social signin?Online competitions, 1000’s of entries, default signup. Tracked in CC behaviour and found identical response to natural signup, no quality reduction. Prizes represented ideal customer. Ran welcome campaign specific to them to explain offer and engage from outset.Booking confirmation email, loyalty card/discount card incentive to share email addresses of group members. Contact with welcome campaign. Delivering value to customers by allowing online selection and print off of playlists (future online access). Key is providing value incentive to action – need not be monetary.X-Factor whitelabel joint venture. Promoted by X-factor website. Thousands of signups, these belong to Lucky Voice. Younger audience, teenagers.Facebook specific welcome page not wall with 25% voucher for Like and email address to collect voucher with signup. Data goes direct into CC. Increased likes 100% in period of XXXX from 1500 to 3500. Facebook Ads. Circa 2000 email addresses added.Facebook competition video app. Big duet, at bars and in Selfridges. Pull email addresses from Facebook accounts for people who voted. Circa 1000 addresses.Bar events, Quiz night. Free raffle with email address, circa 80 addresses each event. Different audience, introduction to karaoke after the quiz, creating new customers who were not already karaoke fans Not list building so don’t include this unless short of material! Cross selling online offer to bar and bar to online. Based on data and segmentation in CC. Sequence of emails for bar bookings and examples. Online look at age (over 18) and location for bars, campaign to people within 100 miles or so.Approaches that didn’t workLots of in bar strategies tried. Shots for email address. Console at reception. Poor address quality, low interest in signup.Post event feedback email request, with call to action to pass on to friend for their feedback. Did this have incentive or value?Found pre-event is better than post event.Data collected, what how. Birthday, location, email address, mobile number.Building play lists pre-event online to access in the bar.Email of playlist etc.
Social and email plans for 2012. One or two slides.Social sign-in is bigPlaylist buildingOnline bookingSocial and email together.Currently social as first touch, brand awareness, first step to email which drives revenue.
I think this is the new tagline.
Ongoing series of papersFollows Consulted with leading practitioners from some of the largest companies in the world for their insights and key thinking
Our starting point- why because this explains why mobile technology has succeeded:This is not a phone – it’s a very powerful computer, that just happens to make phone calls. This is my calendar, my atlas, my address book, my music system, my news source; my photo album, my notebook, my alarm clock; my calculator; my encyclopedia; in the future it can be my money; it can be my train ticket; it’s a homing device for lost children. Twenty years ago, that was sci fi . I don’t have to carry around 10 different things any more; it’s one thing, it’s as simple as possible without being simpler.These changes have crept up on us without us really noticing or being surprised;
Not replacing, but is in many ways superseding them and will, this is becoming the preferred medium for almost every activity that we do So this leads to lots of impacts for marketers… Why is it superseding all these things?
-It’s not a device, it’s part of our lives. Tapping into the unrealised benefits from this means considering three key differences between phones and every other media we use.1 – when we read a book, watch tv, etc we turn it on or pick it up, and when we’re done, we switch it off again. We don’t do that with phones.2 – research that more than 50% of us now never have our phone more than three feet away 3 – it knows where we are. The location-based benefits of mobile have started to be exploited, but not anything like as much as they could be,
One of the key points about mobile is, ‘it knows where you are’Burger king identifies this too in its appWhat the BK app does is … if you’re in an unfamiliar location, the BK app will show you where the nearest branch is. Many restaurants and food outlets might be able to compete with that; the innovation for Burger King is that the app enables you to choose and order online, and select a pick-up time so you don’t have to queue or wait when you get thereLike all such ideas, todays innovation is tomorrow’s spam; once everyone’s doing it, there’s no competitive advantageBut at the moment, there is. Whatever your marketing, think about how the location sensitive nature of a phone could be used to your benefit And exploit that if you develop an appAn idea for the future that I think might work is that You can also exploit it in mobile text messages as well –, you could have a campaign ready to go, that only triggers when someone comes within say 10 miles of the relevant location; so that’s personalised marketing, but automated. Ask chris if this can happen yet, and get an eg, So this is a take out marketers can use to adapt for their own uses in reaching customers and solving problems for them
Coupons are good because they’re not intrusive.Key for marketers is that any use of mobile must meet a genuine customer need.The best use of mobile is not about banner ads and intrusivce advertising Instead its about using the technology in creative ways to find new customer solutionsWHAT DOES WORk is this – Talk it through… Has to MEET A CUSTOMER NEED [is a key take-out] Not just an app for a sake of itCan we find a video of this. WHAT DOESN’T WORK IS Everyone else has got an app, we have to have an app too.That’s looking at it thru the wrong end of the telescopeInstead, what u want to say is, what problem or issue could we solve for our customers, that an app would be the best way to solve.
We spend a lot of energy giving people choicesOffering more choice has been seen as a key thing to doThe problem is, we now have so much choice, we’re deluged with choiceIt can be difficult to make any decisions.Tesco sells 36 different types of milk; is that choice, or is that just overload?So the way for us to distinguish ourselves from the competition is not to be offered as a choice.It’s to be offered as a recommendation.
For exampleType in the top one and hundreds of hits will come up and it can be hard to make a choiceType in something like the below one however and you get recommendations and that helps you make a decisionAs customers, we’re learning to differentiate in this way because we get choice paralysisNow – got to make sure you get on the lists that come on the right.How?Usual suspects – judicious use of SEO and PPCBut also, get your segmentation strategies in place by highlighting your USPs.For instance, if your product is clearly delineated as being ideal for a particular price bracket, or location, or target audience, or demographic, then there’s much more chance that you get pushed to the top of the recommendation rankingsFuture of newspapers here? as aside or for a q. that’s how they could be stealing a march; they have the brand, they have the knowledge. , they have the trust.
Personal egWanted new laptopWhen you look online or you go in the storeThe range is so dizzying and you get bombarded with specTrying to make head or tail of it gets worse the more you look at itReal opportunity here for a rival to make a great success of this kind of thing by going on recommendation instead of choiceThis one’s best because it’s got the fastest processor.This one’s best because it’s got the most memory.This one’s best because it’s got face recognition so you don’t have to enter passwords.This ones best because it’s intuitive – whatever. Give me a recommendation – give me a usp that makes me go, ok I’ll have that oneDon’t offer me the choice of 8 different processors – give me the recommendation of something that’s going to appeal to me as a human beingAs it is, we only have default choices like price – well when you’re investing in a computer that’s not going to be the most important thing for most peopleAnd you’re ok if you want a blue one.
Recommendations particularly work because recommendations from real people are perceived to carry more weightWe’re all immune now to messages from companies telling us how brilliant they areBut if a real person tells us they’re brilliant, and six other people agree, we’ll go for it- the technology has enabled this over the past few years in ways that havent been possible beforeThe risk now is that companies identify this and the less reputable find ways of making commercial messages seem like they’ve come from real peopleAs a direct consequence of the top message [summarise it] I bought my mum’s birthday present from Sunrise… I didn’t get a free glass of champagne, but I did get a decent present. I’d never heard of it before.The second one increasingly see b2b using on facebook or linked in; you can carry out real time market research or fast-time urgent recruitment without going through the normal processes;Obvious caveat that where you need to advertise a particular role, this isn’t going to workBut for casual, temporary or contract work, why not? Check legality.
Now, on mobiles this idea of recommendation instead of choice needs to be incentivised effectively.If we’re thinking of our restaurant in soho idea again – How to make this workIt’s got to be incentivised effectively Examples in the paper of hotels or restaurants offering 75% off; when you give a deal like that, it’s what gets people inBecause we’re used to everything being 20, 30% offFor perishable services or products, 75 or 80% deals can still be profitable; if you haven’t sold it with two hours to go, you’re not going to sell itSo – at least for now – people respond to the offer that they seemingly literally can’t turn down. Because mobiles are time and location sensitive – that’s the place to do these kind of offers. You can get people when they’re round the corner; you can appeal to impulse buys; you can put two hour time windows on a special offer; you can run the campaign at ten minutes’ notice.
Morgan stanley – in 10 years time there won’t be any difference between the internet and the mobile. The mobile will be the default device. You will only use the computer for other stuff. breakthrough on the way when mobiles are as fast as computers in 2012 – maybe extract that and highlight that earlier. 500m in India have access to mp; 330m or so have proper sanitation (about third of pop)Are there any in mts. (don’t think so)
More people have m phones thahn bank accounts which leads us onto…Success in korea and japanSlowly being introduced here but oppo for company to sell the benefits to usYou don’t have to carry two things aroundIf you forget your wallet, you’ve still got your phoneIf you find you’ve left your card behind somewhere, you’ve still got your phoneSimple as possible, but not simpler
Qr tags when you scan a bar code and it leads you a site with more informationHavent been taken up as much as potentialWhy not?The reason is inadequate incentivisation again. We need to be persuaded that it’s worthwhile scanning one of these things. Good egs here from zoos and art galleries, these get picked up because people have an APPETITE for it. if you’re in a museum, yo’re in the mood to learn things and you’re in the mood to make an effort with it.Elsehweretho, and day to day, we’re not in the mood to make an effort - You’ve got to drive people towards it…So that needs INCENTIVISATION again Either a competition, or money off, or something exclusive, or something appealing Egs – zoo, Manchester Art Gallery AND qr tags will take off when they’re auto installed on new phones – at the moment they’re not. Zoos don’t tend to use zebras in their marketing so much because if you scan the QR tag on the right you give your phone a breakdown .
Egs of incentivisation – Be creative with how you deliver it, eg on a cake or on a personWill work while that’s a novelty as it attracts peopleWill soon become part of background noise as everything elseBut for the moment this works .SMEs can do it yourself - cheap easy gains attention . This is the creative answer – but also, in future, incentivisation needs to be created along the lines of the customer thinking, what reason is there for me to click on thisThere’s got to be something good at the other endEg price incentives, entry to a competition, whatever. Usual suspects. Has to be a call to action.
Here’s an example of that Ticks our boxes of identifies a customer need and builds the brand in that softly softly wayExplain what it does then…The Guinness Pub Finder is a GPS-enabled app to help you find a pub that serves Guinness. The insights it achieves is… I don’t want to waste valuable drinking time going into three pubs and finding they don’t serve guinness ‘marketing that doesn’t seem like marketing’ – its not explicitly selling you a product, its helping you towards that purchase in ways that you as an individual want. if is based on insight – I want to find a pub that serves Guinness – then it will work. This is ‘pull’ marketing at its best, because it doesn’t force something unwanted on the customer . That’s the insight for the co that wants to learn from this – anything you do must have compelling content, and it must respond to customer insightsWe think we’re attracted to the tehcnology, but we’re not. What we’re attracted to is the fact that it does the job. ( if time or as a q - There are risks to this kind of blurring of the line between content and advertising. The UK implementation of the Unfair Commercial Practices Directive tightens the law on marketing that does not make clear its commercial origins. As long as companies are transparent about where any such advertising comes from, they should stay safely on the right side of the law; we do need to alert marketers to the fact.] GO ONTO orange building the brand at glastonbury – but it’s not digital – but the insight is there for a q.
Some specific egs of apps that are beneficial for B2Bapps for retention, customer acquisition and measurement. Flowtown, gives segmentation data such as age, profession, gender the social networks customers use, when all you have is a customer’s name and e-mail address. Trackur helps you spot trends and identify what resonates emotionally with customers, by monitoring and aggregating data from social mediaSocial Mention is a social media search platform that tells you which key phrases are being frequently tweeted, added as status updates on Facebook or searched for on other social networking sites such as LinkedIn. Samepoint is a ‘conversation search engine’ that similarly identifies what customers are interested in and talking about. Paper expands on these and there’s plenty more that may be of use by contacting the library.
The free nature of the internet has devalued the worth of much contentThink about how people now see newspapers; we expect to get it for free and we resent a paywall;Depending what youre using it for…If it’s a product in itself that youre trying to sell as a lot of b2b will be, then makes sense to charge for itIf it’s to drive the brand, as our b2c examples mostly are, don’t charge for it even if it’s nominal. You want to spread the word and get people to feel they’ve got something useful, without paying for itBut that then drives them towards you to make the sale as the egs of guinness, ikea, burger king etc show. ;And builds the brand along the way. The image just to show that ipads have been around longer than we think.The church has the best incentivisation and the best product and the best marketing promise of all… eternal life in paradise, ( and all you have to do is be nice to each other. ) Even Branson’s never quite achieved that.
Some evidence that MTDSLM works betterAds right down the bottom Getting something that’s a need or a want is what goes to the topThe resurgence of coupons indicate by the top hitCoupons are still associated with cutting bits of cardboard off a tea packet and getting 10p off the next purchaseThere’s lots more you can do with coupons and dyamiccouponning is on its way… find some egshttp://marketingwithnewtechnology.wordpress.com/2010/03/12/smartphone-owners-want-mobile-coupons/
There are two different routes that phones can take in future. One is the smart device that contains everything on it; everything you need for your day-to-day life. The advantages of this are obvious but the downsides are the risks of loss, and the problems of running out of memory, or exceeding data usage limitations. That’s a particular problem when taking phones abroad, as roaming charges continue to be high. The other direction is a dumb device that’s streamed when needed; this carries no storage or lossage issues, but relies on greater bandwidth that is currently available. It’s possible that as bandwidth issues are ironed out, the ‘dumb device’ model may become popular, with all the individual’s user-specific and personal information, favourites and history stored on a separate server. Cookies cross-referencing – companies clubbing together in the Azeg earlier.
1 – it’s the fact that it does the job. The Guinness pint finder… the Ikea sofa… the mobile payment. If it doesn’t do the job, we will quickly get bored with the technology. So don#’t have an app because everyone’s got an app and we need one too. What do your customers need, that an app could do better than your existing tools. it’s not a channel – its part of our lives and by seeing it as a channel through which you roll out what you’re doing, you can risk losing its full potenial. See the phone as heart of the campaign, as its heart of peoples lives.increasingly, it’s the device you have by your side… … needs to be OPTIMISED for mobile – do a screen grab of a bad one … THEY won’t use the tech for the sake of it – talk about qr tags Should this slide be comments, against images. Capitalise on impulse – think of good eg
1 – got to be incentivised effectively – even ‘unbeatable’ offers to get it noticedThis would really work for b2b as there’s so little of it happening so far – could make huge leap above the competition2 – mobiles enable you to run campaigns you haven’t been able to do before, because of the benefits of time senstivitiy and ability to be location-specific3 - Different times to send an email for eg; etc. 4 – qr tags not really taken off yet, need 2 things – 1) there must be something really valuable at the end of it; you’ve got to convince people to go there so it either needs to be irrestistible or it needs incentivisation; 2) at the moment they’re not automatically on phones and people have to install them. Another few months and they’ll hopefully be installed as manufactured5) our relationship with information has been revolutionised in 10 years. A decade ago you had to look for things. Five years ago you don’t have to look for anything, you just go to your computer. Now, you just reach into your pocket. 6) Our assumptions about privacy aren’t necessarily correct; be aware of the subtleties. Second, anything that could be regarded as intrusive can be positioned as a choice: you can have this if you want it, but you don’t have to. Third is to remember the ‘value trade off’ – people will be more giving with their data if there’s something in it for them in return. Privacy has a value, like any other commodity, and as long as marketers are transparent about what they do with customer information, it’s possible to be permitted that value if you offer the right incentive
3rd take outMagritte painting this is not a pipeWhich seems crazy, of course it’s a pipe, we can see it’s a pipe. A pipe is a very distinctive object. But he’s saying it’s not a pipe – it’s a painting.And similarly, this is not a phone. It’s everything I need in my life. It means I never get lost again, I x y and z. It also means I have no excuse for not being up to date, fully infomed, forgetting anything, or where I’m supposed to be; but that’s a different story. When smartphones become upiquitous which in developed world will only take 2 or 3 years, the phone will be potentially the principal technology we useAnd around the same time, when phone internet is as fast and as user-friendly as on a computer, that’s when it will become the over-riding technology. That’ll be within 3 years when the broadband on phones becomes much faster. [whats the name of it]
Leave you with a thoughtThis man was making a phone call on a planeAs we all know when you get near take off we all have to switch them off
Tony blair says Look, I just, you know, really need to get to the end of this callPilot came over and took the phone out of his hands, and ended the call. Unfortunately, the person he was speaking to
Was this lady.And when tony blair protested and told him who was at the other end of the phone, the pilot saidI don’t care who she is mate, rules are rules.

Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading brands Presentation Transcript

Successful Email Marketing: The latest strategies and tactics from leading brands Philip Storey - eCircleSponsored by: Organised by:
Running the Digital Relay 2012 Morgan Goford - Experian CheetahMailSponsored by: Organised by:
2012 Strategies: Using customer intelligence to make communications that count Samual Ricard - LyrisSponsored by: Organised by:
KITBAG.COM Case study: iPhone optimisation4 Lyris Ltd – Confidential
Kitbag.com • Kitbag.com is Europes leading online sports retailer • Lyris customer for 9 years – Currently using Lyris HQ • Exclusive rights to operate the official online stores of Manchester United, Chelsea, Real Madrid, Barcelona, Everton and Celtic • Online and offline direct mailings / catalogues, call centre operations, and pick pack parcel distribution and warehousing 5 Lyris Ltd – Confidential
Why are mobile devices important to emailmarketers? • Morgan Stanley predicted that the population of mobile users will exceed desktop internet users within five years. • Mobile e-commerce is ramping up faster than online e-commerce, now making up 4% of total retail sales • Research by Nielsen shows that Email accounts for 42 percent of mobile internet time (compared to just 10.5 percent using social media, for example). 6 Lyris Ltd – Confidential –
What are the main issues?  What does your email look like on a small screen?  Is it hard to click on links?  Do your subscribers have to zoom in to read the content?  If you have optimised the email for a mobile device, what does it look like on a large screen? 7 Lyris Ltd – Confidential –
Testing method • Litmus email analytics tags added to Kitbag emails from December 2011 – February 2012 • Top email clients analysed – Apple iPhone was used by 22.49% of recipients making it the most popular email client among Kitbag subscribers • Apple iPhone subscribers flagged within Lyris HQ • Lyris and Kitbag develop iPhone optimised email templates which are 400 pixels wide rather than 750 pixels wide • 50% of flagged iPhone users are sent a regular sized version of the Kitbag newsletter and 50% are sent the iPhone optimised version 8 Lyris Ltd – Confidential
KEY STATS
Popularity of reading environmentsamong Kitbag.com subscribers 35% of opens from Kitbag.com subscribers come from a mobile device 10 Lyris Ltd – Confidential
Top email clients used by Kitbag.comsubscribers 11 Lyris Ltd – Confidential
Top mobile email clients used byKitbag.com subscribers 66% of Kitbag’s mobile opens come from the Apple iPhone 12 Lyris Ltd – Confidential
Top email clients used by iPhone users 98% of iPhone users view their emails with the built-in mail client 13
Engagement across email clients Desktop Mobile Webmail 14 Lyris Ltd – Confidential
OPTIONS FOR OPTIMISING
Option 1 – Removing fixed width tables One of the most widely used solutions to this issue is having a table that is equal to 100%. This means the email will automatically fill 100% of the screen it is being viewed on. Pros Cons • Easy to do • Not appropriate for image only • Usually looks good on mobile emails devices • Can look very bad on larger screens • Doesn’t always look good on a mobile device, especially if there are images 16 Lyris Ltd – Confidential –
Option 1 – Removing fixed width tables Example of an email with 100% table fully open in Outlook 17 Lyris Ltd – Confidential –
Option 2 – Add a view on mobile link toyour email Add a link to the top of an email which points to a mobile friendly version of the email. Pros Cons • Easy to do • Requires subscriber to click on a • Looks good on mobile devices link to view • Takes longer to code the email • Often gets overlooked because the link is usually quite small on a mobile device 18
Option 3 – Intelligent CSS Use CSS media queries to remove unnecessary elements of your email when viewed on a small screen. Pros Cons • Allows you to change the look of • Requires a coder to implement the email depending on screen • Not effective for image only size emails • Looks good on large and small • Can take longer to code screens • Adds weight to email due to • Gives you the ability to remove extra code unnecessary parts of your email • Doesn’t work in Gmail’s Android app 19 Lyris Ltd – Confidential –
Option 3 – Intelligent CSS Outlook iPhone iPhone without CSS with CSS 20 Lyris Ltd – Confidential –
Option 4 – Design your email for mobile users Reduce the width of your current email to between 300 – 500 pixels and use a single column layout. Ensure the email text is large enough to read on a mobile and the call to action is easy to click. Pros Cons • Not hard to do • Could look slightly strange when • Easy to read on a mobile without viewed on a large screen having to zoom in • Links are easy to tap 21
HOW DID WE OPTIMISE KITBAG’S EMAILS
Regular email design – Within iPhone • 750 pixels wide • Very small pre-header text • Small navigation buttons • Multi-column layout • Unreadable text • Small calls to action – can be hard to click through on desired link 23 Lyris Ltd – Confidential
iPhone optimised email design • 400 pixels wide • No pre-header text • No navigation buttons • Single column layout • Larger text • Large calls to action that are easy to tap • Unnecessary content has been removed • Main message is clearly visible at the top of the email 24 Lyris Ltd – Confidential
TEST RESULTS
Non-iPhone users Full size emails sent to all non-iPhone users Key Metrics Results Average unique open rate 12.3% Average unique click rate 2.3% Average click to open rate 19.11% 26
iPhone users sent full size email Full size emails sent to 50% of iPhone users Key Metrics Results Average unique open rate 39.8% Average unique click rate 5.3% Average click to open rate 13.31% 27
iPhone users sent optimised email Optimised email sent to 50% of iPhone users Key Metrics Results Average unique open rate 43.4% Average unique click rate 4.9% Average click to open rate 11.37% 28
Average unique open rates 29
Higher open rates for mobile optimised emails? Why would the mobile optimised emails consistently have a higher open rate? 30 Lyris Ltd – Confidential
Size matters! Average Email weight Average open rate Full size version of email 17.42 KB 39.84% iPhone optimised version of email 9.35 KB 43.38% Light weight emails = Higher open rates on mobile devices Internet download speeds can vary greatly on mobile devices so it makes sense that the faster downloading email would have a higher open rate on a mobile. 31 Lyris Ltd – Confidential
How about conversions? Although we received great open rates from our iPhone segment we did not see an increase in conversion rates. There could be several reasons for this: • Kitbag.com does not have a mobile optimised version of their website • Subscribers are most probably not in a position to purchase when viewing your emails on their mobile Kitbag.com on an iPhone 32 Lyris Ltd – Confidential
Why bother? Why bother optimising for mobile devices if conversion rates are not higher? We believe that it’s still important to optimise for mobile devices because: • Open rates from mobiles are much higher than other email clients • Having a clear mobile optimised email design will encourage these subscribers to return directly to your website or shop at a later date – via their desktop or tablet 33
THANK YOU
Best Practices to ‘Socialize’ your Email Marketing Campaign in the Age of Social Media Alan Keller - VerticalResponseSponsored by: Organised by:
How Lucky Voice grew their email database 100% in 12 months to 200K Tim Watson - Emailvision Dan Pilkington - Lucky VoiceSponsored by: Organised by:
The Global SaaS Leader in Relationship MarketingLucky VoiceGrowing an audience by 100%28th February 2012Dan PilkingtonTim Watson www.emailvision.co.uk
Size is important 30% of revenue is driven from email www.emailvision.co.uk
Who are Lucky Voice www.emailvision.co.uk
Who are Lucky Voice www.emailvision.co.uk
Objective and Challenge Objective: double the size Partnerships of our database in a year 10% Walk ins 10% 100,000Social media 3% Word of mouth 100,000 40% 90,000 Search 80,000 7% 70,000 60,000 50,000 CRM 50,000 40,000 30% 30,000 20,000 10,000 0 www.emailvision.co.uk
Objective and ChallengeThe Challenges‒ To reach new bars customers‒ Average bar group of 10 people – we get the booker’s email address but nine people are unknown. How do we reach them?‒ To get as much useful data from new sign ups as possible so we can use clever segmentation in Campaign Commander www.emailvision.co.uk
Growth strategies 9 2 www.emailvision.co.uk
Growth strategies – what worked!Number 1:Incentivised sign up on the website – 92% increase in sign upsCollectedemail, nearestbar, day and monthof birthday – perfectfor birthdaycommunications. www.emailvision.co.uk
Growth strategies – what worked!Number 2:Social sign up rather than registration form – 40% increase in sign ups www.emailvision.co.uk
Growth strategies – what worked!Number 3:Online competitions – added over 12,000 email addresses www.emailvision.co.uk
Growth strategies – what worked!Online competitions – prizes that our ideal bars customer would want www.emailvision.co.uk
Growth strategies – what worked!Online competitions- Tracked this new segment in Campaign Commander – no drop off- Welcome campaign to introduce them to the brand with offer www.emailvision.co.uk
Growth strategies – what worked!Number 4:Encourage booker to share details of the group – over 1,500 new contacts- Use confirmation email to encourage sharing to get discount card www.emailvision.co.uk
Growth strategies – what worked!Deliver value to the customers in exchange for email address – not monetary- Build a playlist online for your bars visit www.emailvision.co.uk
Growth strategies – what worked!Delivering value in exchange for email address- Welcome campaign to introduce them to the brand with offer www.emailvision.co.uk
Growth strategies – what worked!Number 5:Partnerships – leveraging our white label to add to our bars database- Added over 15,000 email addresses based on location and age www.emailvision.co.uk
Growth strategies – what worked!Partnerships- Use segmentation in Campaign Commander to deliver relevance to this new group www.emailvision.co.uk
Growth strategies – what worked!Number 6:Facebook Welcome offer – over 1,000 email addresses added www.emailvision.co.uk
Growth strategies – what worked!Facebook Welcome offer – bounce back Welcome email www.emailvision.co.uk
Growth strategies – what worked!Number 7:Facebook voting app – over 2,500 email addresses www.emailvision.co.uk
Growth strategies – what worked!Facebook voting app – viral effect guaranteeing friend get friend www.emailvision.co.uk
Growth strategies – what worked!Number 8:Events in our bars – over 1,000 email addresses- Raffle entry in exchange for email address www.emailvision.co.uk
Growth strategies – what worked!Number 9:Cross-selling bars to our online database – over 5,000 addresses added- Using Campaign Commander to provide relevance to potential bars customers www.emailvision.co.uk
Growth strategies – what didn’t work!In bar promotions to get email addresses- Shots offered, console at Reception – poor address quality and low take up www.emailvision.co.uk
Growth strategies – what didn’t work!Post-visit survey- We’re looking at the incentive on this – possible charity donation from us www.emailvision.co.uk
Results 47,688 to 101,178 = 120000 100000 112% increase 80000 60000 40000 20000 0The best thing is the quality and engagement of our list has remainedidentical to 2010 – size is important but only if linked to quality! www.emailvision.co.uk
Results – Where did they come from? Events 3% Facebook voting app From online Web sign ups with 5% service incentive 10% 13% Facebook Welcome 2% Social sign up 14% Partnerships Online competitions 28% 23% Friend get friend 2% www.emailvision.co.uk
ResultsAverage open rate from new subscribers: 19%Average click through rate from new subscribers: 3%Average open rate across all subscribers: 16%Average click through across all subscribers: 2% www.emailvision.co.uk
What have we learned?‒ Pre-event collection works better than post-event‒ Essential to collect useful data alongside email address – location and birthday‒ Choose incentives carefully for the right audience (including prizes)‒ Leverage partnerships and other data more effectively www.emailvision.co.uk
What next1. Social sign-in and notifications2. Playlist building3. Online booking4. Looking at how social and email can work togetherSocial as first touch point, build brand awareness, first step to email whichdrives revenue. www.emailvision.co.uk
Questions www.emailvision.co.uk
Thanks! Thank you for listening If you’ve more questions about today’s presentation or wish to find out more about Emailvision come for a chat on stand E16 www.emailvision.co.uk
Some of our 3000 + clients www.emailvision.co.uk
Its Not a Phone: A future of mobile marketing Mark Blayney Stuart - Chartered Institute of MarketingSponsored by: Organised by:
It’s not a phone:A future of mobile marketingMark Blayney StuartHead of ResearchThe Chartered Institute of Marketing
It’s not a phone: a future of mobile marketingEverything should bemade as simple as possible,but not simpler
It’s not a phone: a future of mobile marketingMobile is not replacing…
It’s not a phone: a future of mobile marketingWhy?• Because it’s always on• Because it’s not a device, it’s part of our lives• It knows what you like• It knows where you are• It’s never more than three feet away• It’s as simple as possible, but not simpler
It’s not a phone: a future of mobile marketingLocation location location
It’s not a phone: a future of mobile marketingNot technology for its own sake
It’s not a phone: a future of mobile marketingPeople want recommendations… … not choices
It’s not a phone: a future of mobile marketing restaurant in soho decentrestaurant in soho
It’s not a phone: a future of mobile marketingChoice paralysis
It’s not a phone: a future of mobile marketingWhy this works
It’s not a phone: a future of mobile marketingIncentivisation “to succeed , it has to be a literally unbeatable offer” Guy Beresiner Head of Commercial Development, Yahoo! UK & Ireland
It’s not a phone:a future of mobile marketing
It’s not a phone: a future of mobile marketingEye-openers• Morgan Stanley expects mobile internet usage to overtake desktop usage by 2015• People with smartphones up from 9% to 24% in 1 year• Globally, more people have mobile phones than bank accounts Sources: Strategy + Business; Morgan Stanley; International Telecommunication Union; Mintel.
It’s not a phone: a future of mobile marketingMobile cash
It’s not a phone: a future of mobile marketingQR tags potentialunder-exploited
It’s not a phone:a future of mobile marketing
It’s not a phone: a future of mobile marketingCreativity –but answeringa need
It’s not a phone: a future of mobile marketingB2B key phrases segmentation data spot trends identifies what people are talking about
It’s not a phone: a future of mobile marketingMake the app free – sometimes
It’s not a phone: a future of mobile marketingThings people want – not intrusive adsHow interested would you be to receive the following on your smartphone? Source: compete.com
It’s not a phone: a future of mobile marketingFuture of mobile?
It’s not a phone: a future of mobile marketingKey take-outs (1)• We don’t ‘love the technology’. We love having our problem solved.• Mobile is no longer a channel.• Websites optimised, not just enabled.• Marketing that doesn’t seem like marketing• Capitalise on impulse• Fast payments
It’s not a phone: a future of mobile marketingKey take-outs (2)• Incentivisation• Speed to market• Location and timing-sensitive• Usage patterns are changing• QR tags when automatically installed• We’re only one click away from anything• Resist assumptions about privacy• Anything potentially intrusive, position as choice
It’s not a phone:a future of mobile marketing
It’s not a phone:a future of mobile marketing
It’s not a phone:a future of mobile marketing
It’s not a phone:a future of mobile marketing
Thank youMark Blayney StuartHead of ResearchThe Chartered Institute of Marketinglinkedin.com/in/markblayneystuart www.cim.co.uk

Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading brands

by TFM&A on Mar 13, 2012

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Email & Mobile Theatre; Successful Email Marketing: The latest strategies and tactics from leading brands Presentation Transcript