Email Summit 2014: Top takeaways from this year's award winning campaigns

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You give us 30 minutes, and we'll give you all of the greatest takeaways from two days of MarketingSherpa Email Summit 2014 sessions.

In this MarketingSherpa webinar, sponsored by ExactTarget, we present the most valuable content from more than 20 sessions presented by marketers with transferable and inspirational insights into what works, and what doesn't, in email marketing today.

Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Manager of Editorial Content, both of MECLABS, present an in-depth recap of Email Summit 2014 to get ahead of your competition this year.

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Email Summit 2014: Top takeaways from this year's award winning campaigns

  1. Join the conversation! #SherpaWebinar #SherpaWebinar
  2. Email Summit 2014: Top takeaways from this year’s award-winning campaigns #SherpaWebinar
  3. Today’s speakers Courtney Eckerle Manager of Editorial Content MECLABS @CourtneyEckerle Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
  4. Join the conversation! #SherpaWebinar #SherpaWebinar
  5. Email Summit 2014 #SherpaWebinar
  6. Related resources • B2B Email Marketing: How a publishing company used marketing automation to increase CTR 1,112% – Email Awards 2014 Best in Show, Lead Generation • Email Marketing: E-commerce site increases online ticket purchases by 66% with relevant content – Email Awards 2014 Best in Show, E-commerce • MarketingSherpa Email Summit 2013 Wrap-up: Top 5 takeaways for email marketers • Marketing Automation: Key challenges a global information company overcame to transform from batch and blast to persona-driven email marketing • Email Marketing: Copyblogger's email list grows by 400% using free paywall to access "MyCopyblogger" content • Email Marketing: Weekly newsletter sees 400% lift in reactivation of inactive subscribers with personalization • Email Marketing: Dell lifts revenue 109% via GIF-centric campaign #SherpaWebinar
  7. 10.5 hours. 158 slides. 30 minutes. What should we do? • Go fast and get through as much as we can • Keep things slow and steady #SherpaWebinar
  8. Lesson #1. Testing small can lead to big changes in conversion and culture #SherpaWebinar
  9. Why One Test Triggered a 180-Degree Turn in How All Whirlpool Brands Direct Market to Consumers Thomas Mender Sr. Manager, Database Marketing Whirlpool #SherpaWebinar
  10. Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% Clickthrough Rate 1.50% 1.00% Opt-Outs 0.50% 0.00% 2008 2009 2010 #SherpaWebinar 2011
  11. Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% Clickthrough Rate 1.50% 1.00% Opt-Outs 0.50% 0.00% 2008 2009 2010 #SherpaWebinar 2011
  12. Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% We faced a challenge, so … Clickthrough Rate 1.50% 1.00% Opt-Outs 0.50% 0.00% 2008 2009 2010 #SherpaWebinar 2011
  13. Email Summit 2013 #SherpaWebinar
  14. Testing: Calls-to-action Experiment ID: Summit Experiment – Calls-to-Action Location: Whirlpool Testing Library Campaign Focus: Ice email campaign Research Notes: Background: Applying what was learned about minimizing CTAs in email sends at Email Summit 2013. Objective: To achieve a higher clickthrough rate. Primary Research Question: Will having a single CTA be more effective than multiple CTAs? Test Design: Single variable A/B split test #SherpaWebinar
  15. Testing: Calls-to-action • Primary goal of the campaign is to promote one-time promotional email ($400 off) • Recipients: Total of 700k of current customers • • • • Hand-raisers Recent purchasers (≤5 years) Old purchasers (>5 years) Current Ice product owners #SherpaWebinar Control
  16. Control email Top Bottom #SherpaWebinar
  17. Testing: Calls-to-action Control Treatment CTA CTA #SherpaWebinar
  18. Results: Testing calls-to-action 42% Increase in clickthrough rate Treatment increased CTR for each of the segments below. Calls-to-action tested Handraisers Control Treatment Relative Difference 1.23% 1.55% +26% Purchasers Purchasers Current Ice (≤ 5 years) (> 5 years) owners 0.35% 0.54% +53% #SherpaWebinar 0.40% 0.57% +43% 2.77% 4.34% +57% Avg. 1.19% 1.75% +42%
  19. Previous process Agency builds creative Marketing team approves #SherpaWebinar Creatives are published
  20. Current process Data collection Test is launched Building customer profile Marketing team approves creatives Creating test ideas – collaborate Agency builds creatives #SherpaWebinar
  21. Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% Clickthrough Rate 1.50% Opt-Outs 1.00% 0.50% 0.00% 2008 2009 2010 2011 2012 #SherpaWebinar 2013 2014
  22. Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% Clickthrough Rate 1.50% Opt-Outs 1.00% 0.50% 0.00% 2008 2009 2010 2011 2012 #SherpaWebinar 2013 2014
  23. Before Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% 3.00% Small changes, BIG impact 2.50% 2.00% Clickthrough Rate 1.50% Opt-Outs 1.00% 0.50% 0.00% 2008 2009 2010 2011 2012 #SherpaWebinar 2013 2014
  24. Lesson #2. Find your email marketing voice #SherpaWebinar
  25. How a Seasonal Retailer Evolved from Promo Emails to Year-Round Content Marketing Marcia Oakes Senior Online Marketing Manager Calendars.com #SherpaWebinar
  26. The problem Highly seasonal product • Compelling promotions in off-season is a challenge • Deliverability issues from decreased engagement and inconsistent mail volume #SherpaWebinar
  27. The Challenges – Part 3 Finding our voice 27 #SherpaWebinar
  28. You can’t always get what you want … and it takes a significant time investment to get what you need. #SherpaWebinar
  29. You can’t always get what you want … and it takes a significant time investment to get what you need. Connecting content to consumers • Develop quality content • Identify “evergreen” content you may already have available • Create a content calendar – make a plan for the resources and time you need #SherpaWebinar
  30. Connecting to our content #SherpaWebinar
  31. Connecting to our content Themed days #SherpaWebinar
  32. Connecting to our content Themed days Real dates in history #SherpaWebinar
  33. Connecting to our content Celebrity birthdays Themed days Real dates in history 33 #SherpaWebinar
  34. Connecting to our content Themed days Home organization tips Real dates in history Celeb b-days #SherpaWebinar
  35. Connecting to our content Links directly to popular Pins Themed days Home org tips Real dates in history Celeb b-days #SherpaWebinar
  36. The results Blog traffic after Flip Day newsletter send #SherpaWebinar
  37. The results • Newsletter produces a positive ROI, despite low conversion rates • Good customer feedback *Other factors contributed #SherpaWebinar +71% Open Rate*
  38. The results “You nailed it.” -Beverly +71% • Newsletter produces a positive ROI, despite Open low conversion rates Rate “BRAVO for your wonderful * • Good customer feedback “I enjoy reading your monthly Flip Day calendar.” -Kim Flip Day newsletter!” -Claire #SherpaWebinar
  39. DEG: Smarter Digital  We craft smart digital strategies for flagship brands like Lee Jeans, Hyatt, Purina, GoPro and more  We generate demand through compelling and sustainable digital relationships  We are the ONLY 2x ExactTarget Partner of the Year  Web: www.DEGdigital.com  Twitter: @DEGdigital
  40. Are you interested in becoming a MarketingSherpa case study? Contact us at: Editor@MarketingSherpa.com #SherpaWebinar
  41. Lesson #3. Stand out in the inbox #SherpaWebinar
  42. Old Dog, New Tricks How Dell designed an email with old technology to launch a new product Dave Sierk Consumer & Small Business Email Strategist Dell #SherpaWebinar
  43. #SherpaWebinar
  44. #SherpaWebinar
  45. #SherpaWebinar
  46. #SherpaWebinar
  47. The new Dell Convertible Tablet is unlike any other tablet you’ve seen before! Why settle for the machine you have, when Convertible Ultrabook™ offers so much more? Convert it, touch it, wake it in a flash. Multitask with blazing fast performance, access files in a snap, use it all day long...and enjoy peace of mind with built-in security. Wondering exactly how the Convertible Ultrabook™ works? During the day you can simply use this computer as your everyday, go-to laptop. Open up the front and start typing away. But once you’re ready to head out, close up the laptop and rest assured that if you need to use your Convertible Ultrabook™ at any time, you can open the cover, flip it around and suddenly you’ll have a working tablet in your hands. The tablet side of the screen hides the keyboard that you were previously using your Ultrabook™ 2 as a laptop! And in a flash you can lift up the top part of your tablet, flip it back around to turn your Convertible Ultrabook™ back into the laptop you were working on your presentation on this morning. The ability to flip and turn this computer around into a tablet is unlike any other piece of technology out on the market. Work on your laptop during the day and turn it into a tablet by night – you will get the best of both worlds with the Convertible Ultrabook™ #SherpaWebinar
  48. A GIF? #SherpaWebinar
  49. Show your value proposition (REALLY SHOW IT) #SherpaWebinar
  50. #SherpaWebinar
  51. 109% Increase in revenue Compared to benchmarked data from last year Increase against quarterly benchmark for similar promotional campaigns Email with animated GIF Click Rate 42.6% Conversion 103% Revenue 109% #SherpaWebinar
  52. Lesson #4. Question your assumptions #SherpaWebinar
  53. Email on the Wild Side How an equipment company created emails that changed the culture of its marketing campaigns Chris Hawver Team Leader, Americas Marketing Tennant Company #SherpaWebinar
  54. Email on the Wild Side: I Wanna Ride New email design #SherpaWebinar
  55. Email on the Wild Side: I Wanna Ride New landing page design #SherpaWebinar
  56. Experiment: Background Experiment ID: Tennant Subject Line Test Record Location: Tennant Testing Library Research Background: Tennant, a global cleaning equipment company. Objective: To increase email open rates and number of demos scheduled. Primary Research Question: Which subject line will generate the greatest overall open rate? Test Design: A/B/C split test #SherpaWebinar
  57. Experiment: Subject line test Which subject line won? A. Meet the NEW Tennant B10 and T12 (Traditional) B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) #SherpaWebinar
  58. Experiment: Results 24% increase in total opens Subject line C (Hybrid) increased open rate by 24.2% Open Rate Relative Difference A. Meet the NEW Tennant B10 and T12 (Traditional) 26.6% - B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) 24.9% -6.5% 33% 24.2% Subject Lines C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) ! What You Need to Understand: The subject line focused on a mix of product relevance and target audience appeal outperformed the traditional subject line by 24%. #SherpaWebinar
  59. The success of this campaign transformed our marketing. #SherpaWebinar
  60. Email on the Wild Side: Culture change How our culture transformed • New and creative ideas to drive future email efforts • Focus on customer benefits and advantages • Offer solutions, not products • Using email for lead generation • Integration of email campaigns with other channels #SherpaWebinar
  61. Overall results • Qualified leads 36% over goal • New product revenue 110% of goal • Overall ROMI 10:1 (working to 15:1 in 2014) #SherpaWebinar
  62. Lesson #5. Don’t ask for too much up front #SherpaWebinar
  63. Marketing Automation Key challenges in transforming from “batch and blast” to persona-driven email marketing Byron O’Dell Senior Director, Demand Management IHS #SherpaWebinar
  64. Challenge: Implementing technology and changing the culture #SherpaWebinar
  65. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: Don’t stop batch and blast – be smarter about it! #SherpaWebinar Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  66. How the program works Welcome Email Nurture Messaging Persona Messaging Week 1: Week 2: Week 3: Week 4: Week 5: Week 6: 5 Ways IHS Can Help Case Study for you IHS best content Schedule Demo Insider Drip Insider Nurture Progressive Profiling #SherpaWebinar
  67. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Tip: Don’t just add technology, change the culture. #SherpaWebinar Test Use A/B testing to optimize
  68. Tip: Ask for the persona What is your current role? 68 #SherpaWebinar
  69. Tip: Iceberg form strategy Forms Learning #1 From this short form, we get all this! • • • • • • • #SherpaWebinar Company (structured) Address Company phone Fortune 1000 flag Industry Employee count Annual sales
  70. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks #SherpaWebinar Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  71. Persona-specific messaging Inbound source customization Persona-based customization Inbound source customization #SherpaWebinar
  72. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Tip: You don’t have to build your targeted database all at once. #SherpaWebinar Build database throughout campaign using progressive profiling Test Use A/B testing to optimize
  73. Personal info opt-in page After Before #SherpaWebinar
  74. Progressive Profiling: Initial sign-up Form shrunk from 15 required fields down to 7 Plus, this is another iceberg form: • Company (structured) • Address • Company phone • Fortune 1000 flag • Industry • Employee count • Annual sales #SherpaWebinar
  75. Drips: Beginning and middle of the month Content is gated #SherpaWebinar
  76. Progressive Profiling: Persona Asking for more persona information #SherpaWebinar
  77. Progressive Profiling: Contact Ask for/confirm address because they are ready to buy! Tip: Auto-fill information that you already know. #SherpaWebinar
  78. How To: Implement automation technology Craft Create automated drip tracks for each persona forms to capture persona information Make templates with customizable content blocks Build database throughout campaign using progressive profiling Tip: Get it out the door! Follow best practices first, then optimize with data. #SherpaWebinar Test Use A/B testing to optimize
  79. Top takeaways • It is all about content – and the right target audience – and the right timing. It’s a three-legged stool. • The payback on this approach is ultimately less overhead and higher engagement vs. traditional batch and blast. • Getting the organization to think in terms of persona-relevant content and buying-stage-relevant content = higher success = sales. • Use the technology: Triggered communications, form design and database enrichment will fuel your success long term. • Just start and keep it simple. Remember, the fast eat the slow. #SherpaWebinar
  80. Lesson #6. Tailor your message to your customer #SherpaWebinar
  81. Segmentation and Personalization How an e-commerce site transformed its email program to increase purchases by 66% Paul Ramirez VP, Operations Eventful #SherpaWebinar Ryan Blomberg Director, Engineering Eventful
  82. The original recommendation engine #SherpaWebinar
  83. Record store recommendations • Popularity What everybody is listening to • Categorization The artists in the same genre of that one • Sponsorship The artists people paid us to promote • Staff picks What the record store employees are listening to • Fans like you Fans of this artist also love this artist and this artist and this artist #SherpaWebinar
  84. The invention of social sharing #SherpaWebinar
  85. 1 Craft forms with purpose 2 Connect the dots 3 Predict from known data 4 Be something bigger #SherpaWebinar
  86. #SherpaWebinar
  87. #SherpaWebinar
  88. #SherpaWebinar
  89. #SherpaWebinar
  90. #SherpaWebinar
  91. #SherpaWebinar
  92. #SherpaWebinar
  93. #SherpaWebinar
  94. #SherpaWebinar
  95. #SherpaWebinar
  96. #SherpaWebinar
  97. #SherpaWebinar
  98. #SherpaWebinar
  99. #SherpaWebinar
  100. What if you don’t have this technology? #SherpaWebinar
  101. 1 Craft forms with purpose 2 Connect the dots 3 Predict from known data 4 Be something bigger #SherpaWebinar
  102. The first takeaway • No more standard forms. • What are the right fields? Right number of fields? • Every opportunity to engage is a chance to learn more about your customers and serve them better. • Figure out why your audience might want to hear from you. Connect to that motivation. #SherpaWebinar
  103. #SherpaWebinar
  104. #SherpaWebinar
  105. #SherpaWebinar
  106. Subject Line: Arcade Fire – coming to Parc Jean-Drapeau #SherpaWebinar
  107. Feedback #SherpaWebinar Social sharing
  108. Opportunity to select more similar artists #SherpaWebinar
  109. 400% reactivation of inactives #SherpaWebinar
  110. 12% increase in site visits Increase in site visits after the addition of non-performer event alerts #SherpaWebinar
  111. Lesson #7. Link your campaign to relevant pop culture #SherpaWebinar
  112. Above the Noise How an IT company leveraged a multichannel campaign to “wake the dead” Christine Nurnberger Vice President, Marketing SunGard Availability Services #SherpaWebinar
  113. Look outside the industry for inspiration 113 #SherpaWebinar
  114. Look outside the industry for inspiration Relevance 114 #SherpaWebinar
  115. Relevance Deliver the right message to the right audience at the right time. #SherpaWebinar
  116. Summer 2013 #SherpaWebinar http://www.flickr.com/photos/gezzamondo
  117. Campaign overview Sales Call Follow-up C-Level AR & PR Cloud Availability Mail 1 IT Disaster Recovery Mail 2 Social Media PR Agency Follow-up Email List Winners Asset Email Retargeting list Retargeting Inactive Users “Enter to Win” Landing Page #SherpaWebinar Placed in CRM
  118. Cloud Availability Services #SherpaWebinar
  119. IT Disaster Recovery #SherpaWebinar
  120. Campaign overview Sales Call Follow-up C-Level AR & PR Cloud Availability Mail 1 IT Disaster Recovery Mail 2 Social Media Email List Winners Asset Email Retargeting list Retargeting “Enter to Win” Inactive Users Landing Page #SherpaWebinar Placed in CRM PR Agency Follow-up
  121. Retargeting email campaign Content offer “We hope it’s not too late” #SherpaWebinar
  122. Retargeting email campaign Content offer Reactivated 2% of contacts who had not interacted in 6 months “We hope it’s not too late” #SherpaWebinar
  123. Landing page with registration page #SherpaWebinar
  124. Landing page with registration page Linked to how migrating to the cloud as a business option aligns with surviving the zombie apocalypse #SherpaWebinar
  125. Social media campaign Almost 2,000 shares #SherpaWebinar
  126. Social Media Campaign: Examples #SherpaWebinar
  127. Campaign Winners: Flash drive #SherpaWebinar
  128. Campaign Winners 2: Survival kit Brochure Backpack Silly string “World War Z” movie tickets Survival guide Flashlight/compass #SherpaWebinar
  129. Results • "IT Availability Cloud" email campaign achieved 1.2% higher click-toopen (CTO) rates among the director level, and above average rates in global, large and medium enterprises. • The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO rates among president or owner titles. • The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous six months. #SherpaWebinar
  130. How do we best tell that story? Learn about the customer Connect with your audience Test the waters #SherpaWebinar
  131. How to choose the right channels 1. Can it communicate the right message? 2. Can it reach the right audience? 3. Can it communicate in a way that will resonate with our audience? #SherpaWebinar
  132. Top takeaways 1. Don't be afraid to step outside the box and try a new creative messaging approach – it could have huge payoffs in B2B (particularly among the difficult to reach C-suite). 2. Even in today's B2B marketing and digital era, direct mail may not be as dead as zombies. 3. Leverage social channels to help amplify your message. #SherpaWebinar
  133. Lesson #8. The best experience wins #SherpaWebinar
  134. Email Design: How to optimize for all environments in a mobile world Justine Jordan, Marketing Director, Litmus #SherpaWebinar
  135. Session speaker Justine Jordan Marketing Director Litmus I’m an email builder, designer, marketer, teacher and all-around opinionated person. Approaching eight years in email! @meladorri #SherpaWebinar
  136. • How can you create mobile-friendly emails? • Best practices, examples and tips #SherpaWebinar
  137. Got screens? image credit: helpmyhelpdesk.com
  138. Mobile is big, but how big? Mobile: Smartphones (iPhone, Android) and tablets 24% Webmail 49% 27% Desktop Mobile Desktop: Installed email programs (Outlook, Apple Mail) Webmail: Email accessed through a Web browser (Gmail, Hotmail, Yahoo) Source: Litmus Email Analytics; 306 million worldwide opens #SherpaWebinar
  139. Desktop, Webmail, Mobile: 2011 - Now Q4 2013 Q3 2013 Q2 2013 Q1 2013 Q4 2012 Q3 2012 Desktop Q2 2012 Webmail Q1 2012 Mobile Q4 2011 Q3 2011 Q2 2011 Q1 2011 0% 10% 20% 30% 40% 50% 60% Source: Litmus Email Analytics #SherpaWebinar 70% 80% 90% 100%
  140. Desktop, Webmail, Mobile: 2011 - Now 70% 50% 60% 50% 40% Desktop Webmail 30% Mobile 20% 33% 10% 0% 10% Source: Litmus Email Analytics #SherpaWebinar
  141. Top email clients #1 #2 #3 #4 iPhone Outlook iPad Android 24% 13% 12% 12% #SherpaWebinar source: emailclientmarketshare.com
  142. Top email clients #1 #2 #3 #4 iPhone Outlook iPad Android 24% 13% 12% 12% #SherpaWebinar source: emailclientmarketshare.com
  143. Screensize-apalooza iPhone 2.3” wide BlackBerry 2.6” wide Small Galaxy Note 3.2” wide iPad Mini 5.3” wide Medium #SherpaWebinar Nexus 7 7.3” wide Excite 13 8.5” wide Large
  144. The unifying characteristic? TOUCH. #SherpaWebinar
  145. Experience matters. It’s more than just metrics. #SherpaWebinar
  146. One chance to make an impression Read anyway Don't know View on computer Unsubscribe Delete it How does a poorly designed email affect your perception of the brand? 6.30% 3.80% Slightly Negative 51% 13.50% +68% 30.20% +15% 80.30% If you get a mobile email that doesn’t look good, what do you do? 75% negative BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 #SherpaWebinar Strongly Negative 24% Neutral 25%
  147. From Name Subject Line Preheader The Subscriber Experience Open Tap The mobile experience is different than the desktop experience Page Conversion #SherpaWebinar
  148. From Name Subject Line Preheader Open Tap #SherpaWebinar Page Conversion
  149. From Name Subject Line Preheader Open Tap #SherpaWebinar Page Conversion
  150. From Name Subject Line Preheader Open Tap #SherpaWebinar Page Conversion
  151. From Name Subject Line Preheader Open Tap Page Conversion ✘ ✔ ✘ ✔ ✔ #SherpaWebinar
  152. Making Touch-Friendly Emails Principles and best practices
  153. Bigger is better • • • • • Body copy: 16px+ Headlines: 22px+ Buttons: 44px by 44px Space: 10px+ Tappable touch targets #SherpaWebinar
  154. Less is more • Analyze each section of your email and messaging • Prioritize goals and actions • Look at historical performance for clues on what to cut • Aim for 2 to 4 sentences at 16px #SherpaWebinar
  155. Responsive design/media queries • More than a “line of code” • Set of conditional statement that enables specific styles • If the screen size is x, then display y • If the screen size is x, then increase headline size to y • If screen size is x, then show image at 100% • Detects screen size, not device type #SherpaWebinar
  156. First responsive email = highest traffic ever! Mobile traffic exceeded previous week #SherpaWebinar
  157. Thank you! Courtney Eckerle Manager of Editorial Content MECLABS Daniel Burstein Director of Editorial Content MECLABS #SherpaWebinar

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