Starting From The Middle Building a Successful Email Marketing Channel After Migrating to a New ESP
The Game Plan Streamline Personalize Educate Innovate x x x x x x x x x x x o o o o o o o o o o o x x x x x x x x x x x o ...
Streamline: Ticket Update What is Ticket Update? Our bi-weekly, regionally-based event newsletter
Streamline: Old Ticket Update <ul><li>Where we began… </li></ul><ul><li>Yesmail was our ESP </li></ul><ul><li>8 regional v...
Streamline: New Ticket Update <ul><li>Where we are… </li></ul><ul><li>Responsys is our ESP </li></ul><ul><li>30+ regional ...
Streamline: New Ticket Update Changes <ul><li>How we did it… </li></ul><ul><li>Modularized design </li></ul><ul><li>Utiliz...
Personalize: Preference Center <ul><li>Objectives </li></ul><ul><li>Identify customer interests </li></ul><ul><li>Offer co...
Personalize: Preference-based Emails <ul><li>Results Compared to Ticket Update </li></ul><ul><li>Uniq. Open Rates:    10%...
Educate: Welcome Program
Educate: Old Welcome Program <ul><li>Where we began… </li></ul><ul><li>2 Streams: Buyer & Default Versions </li></ul><ul><...
Educate: New Welcome Program <ul><li>Where we are… </li></ul><ul><li>3 Streams: Buyer, Seller, Default Versions </li></ul>...
Innovate: Continue to Improve…  <ul><li>Testing Process & Setup </li></ul><ul><li>Developed test groups </li></ul><ul><li>...
The Game Plan x x x x x x x x x x x o o o o o o o o o o o Streamline Personalize Innovate Educate
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Starting From the Middle - Building a Successful Email Marketing Channel After Migrating to a New ESP

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On October 2008, I was invited to speak at the Responsys Leader Forum where I provided an overview of StubHub\'s keys to creating a successful email marketing channel.

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Starting From the Middle - Building a Successful Email Marketing Channel After Migrating to a New ESP

  1. 1. Starting From The Middle Building a Successful Email Marketing Channel After Migrating to a New ESP
  2. 2. The Game Plan Streamline Personalize Educate Innovate x x x x x x x x x x x o o o o o o o o o o o x x x x x x x x x x x o o o o o o o o o o o x x x x x x x x x x x o o o o o o o o o o o
  3. 3. Streamline: Ticket Update What is Ticket Update? Our bi-weekly, regionally-based event newsletter
  4. 4. Streamline: Old Ticket Update <ul><li>Where we began… </li></ul><ul><li>Yesmail was our ESP </li></ul><ul><li>8 regional versions, 1 default version </li></ul><ul><li>Static design template </li></ul><ul><li>All versions manually produced </li></ul><ul><li>2 week production schedule </li></ul><ul><li>Problems </li></ul><ul><li>A lot of human error </li></ul><ul><li>Template inflexible to changes </li></ul><ul><li>No time for other programs </li></ul>2005 – Mid 2006
  5. 5. Streamline: New Ticket Update <ul><li>Where we are… </li></ul><ul><li>Responsys is our ESP </li></ul><ul><li>30+ regional versions, 1 default version </li></ul><ul><li>Feature events in categories/sections </li></ul><ul><li>All versions dynamically-generated </li></ul><ul><li>1 day production schedule </li></ul>Today <ul><li>Furthermore… </li></ul><ul><li>Unlimited regional versions </li></ul><ul><li>1-2 mins. to create regional event listings </li></ul>
  6. 6. Streamline: New Ticket Update Changes <ul><li>How we did it… </li></ul><ul><li>Modularized design </li></ul><ul><li>Utilized built-in functions for dynamic content </li></ul><ul><li>Populated event listing with lookup table </li></ul>
  7. 7. Personalize: Preference Center <ul><li>Objectives </li></ul><ul><li>Identify customer interests </li></ul><ul><li>Offer communication options </li></ul>
  8. 8. Personalize: Preference-based Emails <ul><li>Results Compared to Ticket Update </li></ul><ul><li>Uniq. Open Rates:  10% higher </li></ul><ul><li>Uniq. CTR:  6% higher </li></ul><ul><li>Revenue/Delivered: 172% higher </li></ul>What are preference-based emails? Emails that utilize user preference data to target and customize the messaging.
  9. 9. Educate: Welcome Program
  10. 10. Educate: Old Welcome Program <ul><li>Where we began… </li></ul><ul><li>2 Streams: Buyer & Default Versions </li></ul><ul><li>Each stream included 3 emails </li></ul><ul><li>Hard buy/sell push </li></ul><ul><li>Each email was 2-3 pages long </li></ul><ul><li>Discount coupon offered </li></ul><ul><li>Problems </li></ul><ul><li>Too lengthy </li></ul><ul><li>Confusing, too many calls-to-action </li></ul><ul><li>A lot of clicks on Unsubscribe link </li></ul><ul><li>Overuse of discount coupon </li></ul>
  11. 11. Educate: New Welcome Program <ul><li>Where we are… </li></ul><ul><li>3 Streams: Buyer, Seller, Default Versions </li></ul><ul><li>Each stream includes at least 1 email </li></ul><ul><li>Addt’l. emails dependent on action </li></ul><ul><li>Education focus </li></ul><ul><li>NO discount </li></ul><ul><li>Results </li></ul><ul><li>Emails Delivered: 58% fewer </li></ul><ul><li>Orders: 81% as much (19% less) </li></ul><ul><li>Revenue: 91% as much (9% less) </li></ul><ul><li>Buyers:11% bought again, 6% within month </li></ul><ul><li>Unique Open Rates: 24% higher </li></ul><ul><li>Unique CTR: 40% higher </li></ul><ul><li>Less clicks on Unsubscribe links </li></ul><ul><li>Note: Total discount was not deducted from Old Welcome Program results. </li></ul>
  12. 12. Innovate: Continue to Improve… <ul><li>Testing Process & Setup </li></ul><ul><li>Developed test groups </li></ul><ul><li>Multi-test within one campaign </li></ul><ul><li>Behavioral-based Emails </li></ul><ul><li>Use web activity data to personalize </li></ul><ul><li>Transactional-based Emails </li></ul><ul><li>Use buy/sell data to personalize </li></ul><ul><li>Ad Management </li></ul><ul><li>Develop efficient ad management process </li></ul>@
  13. 13. The Game Plan x x x x x x x x x x x o o o o o o o o o o o Streamline Personalize Innovate Educate

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