StrongMail Ultimate Email Marketing Champion | DMA10

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Back by popular demand, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2010 in San Francisco. Watch email marketers from Travelocity, Shockwave Games, and Hautelook …

Back by popular demand, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2010 in San Francisco. Watch email marketers from Travelocity, Shockwave Games, and Hautelook battle it out for the best email marketing campaign and decide who you think has earned the crown of Ultimate Email Champion.

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  • Role: Director Customer Marketing StrategyUnique strategy used: Triggered fare discount alertsObjective: Convert shoppers to bookersJudo move: Churn through mass amounts of data to find relevant deals
  • Company: MTV Networks, Shockwave for Today!Role: Director of Community PlatformsUnique Strategy: Member educationObjective: Drive member retention through education Judo Move: Turn members into gaming addicts
  • Role: Director, Member EngagementUnique Strategy: Keeping members engaged by making each touch point a relevant one.Campaign Objective: Consistently delivering over one emails to the inbox, within the same 10 minute window every day.Judo Move: Create a virtual stampede at 8 AM every day for members to explore an entirely new shopping experience.

Transcript

  • 1.
  • 2.
  • 3. THE RULES
    Weight Classes:
    Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers
    HEAVYWEIGHT
  • 4. THE RULES
    Bout Duration:
    60 Minutes(or until somebody says uncle)
    Fouls:
    • Boring the Audience
    • 5. Physical Abuse (Verbal Abuse is Encouraged)
    • 6. Audience Not Asking Questions
  • THE RULES
    How to Win:
    Convince the audience that you are the…
  • 7. THE FIGHTERS
  • 8. THE FIGHTERS
  • 9. THE FIGHTERS
  • 10. LET’S BATTLE!
  • 11. THE BUSINESS
    Company: Travelocity
    Industry: Travel and Hospitality
    Industry Size: Considered the worlds largest industry
    Product: One of the largest and most respected online travel companies selling Vacation Packages, Flights, Hotels, Cars Rentals, Cruises, etc.
    Size: US Travel and Hospitality: 232 BILLION
    Employees: 3,000
    Target Market: Lovers of Gnomes and their Travel Companions worldwide.
    Years of email experience: 10
  • 12. THE CAMPAIGN
    Campaign Objective: Convert Active Shoppers to “Purchasers”
    Campaign Strategy: Promote city Pairs that are X% less that the average fare sold for each city pair in the last X Days.
    Key Metrics Tracked: Open rate, Click Thru Rates and Conversions!.
    Definition of Success:
    Year over Year Bookings Growth
  • 13. THE CAMPAIGN
    Description
    • Promote city pairs that are X% less than the average fare sold for each city pair in the last X days
    Goal
    • Convert purchase
    Trip Lifecycle
    • Pre-Purchase
    Target Audience
    • Active lookers in last X days who didn’t book their trip
    Frequency
    • Daily
  • THE CAMPAIGN
    Why it works
    • Leverages triggered alerts
    • 14. Integration of relevant cross-sell offers
    • 15. Built in search functionality
    Results
    • Responsible for X% of all emails sent BUT 8x% of bookings
    • 16. 2-3x of average email open and click through rates
    What’s Next
    • Creative refresh and testing
    • 17. Reduced noise for select customers
    • 18. Further refinement of deals/offer engine
  • THE CAMPAIGN
    What’s Next
    • Creative refresh and testing
    • 19. Reduced noise for select customers
    • 20. Further refinement of deals/offer engine
  • TAKE YOUR SHOT
  • 21. THE BUSINESS
    Company: Shockwave
    Industry: Online Gaming
    Industry Size: One of the fastest industries in the US
    Product: Free and Paid for Gaming Content
    Employees: 200
    Target Market: Males 18-24, females 30-48.
    Years of email experience: 7
  • 22. THE CAMPAIGN
    Campaign Objective: New Member Education
    Campaign Strategy: Leverage welcome series to Avoid overwhelming new users with site features
    Key Metrics Tracked: Member Log-ins
    Definition of Success:
    Member retention and conversion to paid member or purchaser of content
  • 23. THE CAMPAIGN
    Email #1 in Series: Validation
    • Validate email
    • 24. Confirm Newsletter Sub
    • 25. Direction on Account Management
    • 26. Profile Set up
    • 27. Loyalty Program – Tokens
  • THE CAMPAIGN
    Email #2 in Series: Welcome 1
  • THE CAMPAIGN
    Email #3 in Series: Welcome 2
    • 2 Weeks post Joining
    • 31. Solicits User generated content
    • 32. Game Suggestions
    • 33. Loyalty
  • THE RESULTS
    • Enhance User Experience
    • 34. Increase Page Views
    • 35. Increase ROI
  • TAKE YOUR SHOT
  • 36. THE BUSINESS
    Industry: Online retail flash sales
    HauteLook: The future of retail: Limited-time sale events of great brands for women, men, kids, home and beauty, all at 50-75% off.
    Founded: December 2007
    Size: Over 3 million members
    Employees: 200 in Los Angeles, NYC and Chicago
    Target Market: Young, affluent shopping enthusiasts who have a strong sense of style and love a great deal!
    Years of email experience: 10
  • 37. THE BUSINESS
    Campaign Objective: Successfully deliver the daily HauteLook event notification email to over 1 million members within the same 10 minute window every day.
    Campaign Strategy: Keep members engaged every day by delivering relevant content based on member lifecycle segment and categories of interest
    Key Metrics Tracked: Logins to Site, Opens, Inbox Delivery Rate, SSC Compliance Metrics, Delivery Time
    Definition of Success:
    Member retention and conversion to paid member or purchaser of content
  • 38. THE CAMPAIGN
    Micromanage email deliverability and suppress high risk member segments who deliver low ROI (Deadweights)
  • 39. THE CAMPAIGN
    Understand key milestones in our member lifecycle and trigger email offers to activate/reactivate them.
  • THE CAMPAIGN
    Deliver targeted versions of the daily emails based on members category of interest. – Leverage WOM
  • 42. THE CAMPAIGN
    Lift in Open Rates and CTRs for targeted vs non-targeted
    • ~12% increase in opens
    • 43. 25% increase in clicks/logins
    Email Inbox Delivery Rate
    SSC Reputation Score
  • 44. TAKE YOUR SHOT
  • 45. TIME TO VOTE