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

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