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

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Today’s speakers

Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle

Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein

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Join the
conversation!

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Email Summit 2014

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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

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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

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Lesson #1. Testing small can lead to big changes
in conversion and culture

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Why One Test Triggered a 180-Degree Turn in How
All Whirlpool Brands Direct Market to Consumers
Thomas Mender
Sr. Manager, Database Marketing
Whirlpool
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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
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
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

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2011
Email Summit 2013
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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
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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

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Control
Control email
Top

Bottom

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Testing: Calls-to-action
Control

Treatment

CTA

CTA

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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%

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0.40%
0.57%
+43%

2.77%
4.34%
+57%

Avg.

1.19%
1.75%
+42%
Previous process
Agency builds
creative

Marketing team
approves

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Creatives are
published
Current process

Data collection
Test is launched

Building
customer profile

Marketing team
approves creatives

Creating test ideas
– collaborate
Agency builds
creatives

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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
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
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

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2013

2014
Lesson #2. Find your email marketing voice

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How a Seasonal Retailer Evolved from Promo
Emails to Year-Round Content Marketing
Marcia Oakes
Senior Online Marketing Manager
Calendars.com
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The problem

Highly seasonal product
• Compelling promotions in off-season is a challenge
• Deliverability issues from decreased engagement
and inconsistent mail volume

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The Challenges – Part 3

Finding our voice

27

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You can’t always get
what you want
… and it takes a significant
time investment to get
what you need.

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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

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Connecting to our content

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Connecting to our content

Themed days

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Connecting to our content

Themed
days

Real dates in
history

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Connecting to our content

Celebrity
birthdays

Themed
days

Real
dates
in
history

33

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Connecting to our content

Themed
days

Home organization
tips

Real
dates in
history

Celeb
b-days

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Connecting to our content
Links directly to
popular Pins

Themed
days
Home
org
tips
Real
dates
in
history

Celeb
b-days

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The results

Blog traffic after Flip
Day newsletter send

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The results

• Newsletter produces a positive ROI, despite
low conversion rates
• Good customer feedback

*Other factors contributed
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+71%
Open
Rate*
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

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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
Are you interested in becoming a
MarketingSherpa case study?
Contact us at: Editor@MarketingSherpa.com
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Lesson #3. Stand out in the inbox

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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
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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™
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A GIF?

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Show your value proposition
(REALLY SHOW IT)
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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%

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Lesson #4. Question your assumptions

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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
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Email on the Wild Side: I Wanna Ride
New email design

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Email on the Wild Side: I Wanna Ride
New landing page design

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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

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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)

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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%.
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The success of this campaign transformed our
marketing.

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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

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Overall results

• Qualified leads 36% over goal
• New product revenue 110% of goal
• Overall ROMI 10:1 (working to 15:1 in 2014)
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Lesson #5. Don’t ask for too much up front

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Marketing Automation
Key challenges in transforming from “batch and
blast” to persona-driven email marketing
Byron O’Dell
Senior Director, Demand Management
IHS
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Challenge: Implementing
technology and changing
the culture
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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
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
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
Tip: Ask for the persona

What is your
current role?

68

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Tip: Iceberg form strategy

Forms Learning #1
From this short form,
we get all this!
•
•
•
•
•
•
•

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Company (structured)
Address
Company phone
Fortune 1000 flag
Industry
Employee count
Annual sales
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
Persona-specific messaging

Inbound source customization

Persona-based customization

Inbound source customization

#SherpaWebinar
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
Personal info opt-in page
After

Before

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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
Drips: Beginning and middle of the month

Content is gated
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Progressive Profiling: Persona

Asking for more
persona
information

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Progressive Profiling: Contact

Ask for/confirm
address because
they are ready to
buy!

Tip: Auto-fill
information that you
already know.

#SherpaWebinar
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
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.

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Lesson #6. Tailor your message to your customer

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Segmentation and Personalization
How an e-commerce site transformed its
email program to increase purchases by 66%
Paul Ramirez
VP, Operations
Eventful

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Ryan Blomberg
Director, Engineering
Eventful
The original
recommendation
engine
#SherpaWebinar
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
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The invention
of social sharing
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1

Craft forms with purpose

2

Connect the dots

3

Predict from known data

4

Be something bigger

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What if you don’t
have this technology?

#SherpaWebinar
1

Craft forms with purpose

2

Connect the dots

3

Predict from known data

4

Be something bigger

#SherpaWebinar
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.
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Subject Line:
Arcade Fire – coming
to Parc Jean-Drapeau

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Feedback

#SherpaWebinar

Social sharing
Opportunity to
select more
similar artists

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400% reactivation of inactives
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12% increase in site visits

Increase in site visits after the addition of non-performer event alerts

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Lesson #7. Link your campaign to relevant pop
culture

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Above the Noise
How an IT company leveraged a
multichannel campaign to “wake the dead”
Christine Nurnberger
Vice President, Marketing
SunGard Availability Services
#SherpaWebinar
Look
outside the
industry
for
inspiration
113

#SherpaWebinar
Look
outside the
industry
for
inspiration

Relevance
114

#SherpaWebinar
Relevance

Deliver the right message to the
right audience at the right time.
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Summer 2013
#SherpaWebinar

http://www.flickr.com/photos/gezzamondo
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
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Placed in
CRM
Cloud Availability Services

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IT Disaster Recovery

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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
Retargeting email campaign

Content offer

“We hope it’s
not too late”

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Retargeting email campaign

Content offer

Reactivated 2% of contacts who
had not interacted in 6 months
“We hope it’s
not too late”

#SherpaWebinar
Landing page with registration page

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Landing page with registration page
Linked to how migrating
to the cloud as a business
option aligns with
surviving the zombie
apocalypse

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Social media campaign

Almost 2,000
shares

#SherpaWebinar
Social Media Campaign: Examples

#SherpaWebinar
Campaign Winners: Flash drive

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Campaign Winners 2: Survival kit
Brochure
Backpack
Silly string
“World War Z”
movie tickets
Survival guide

Flashlight/compass

#SherpaWebinar
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.

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How do we best tell
that story?
Learn about the customer

Connect with your audience

Test the waters

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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
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.

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Lesson #8. The best experience wins

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Email Design: How to optimize for
all environments in a mobile world
Justine Jordan, Marketing Director, Litmus

#SherpaWebinar
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
• How can you create mobile-friendly emails?
• Best practices, examples and tips

#SherpaWebinar
Got screens?
image credit: helpmyhelpdesk.com
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

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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%
Desktop, Webmail, Mobile: 2011 - Now
70%

50%

60%
50%
40%

Desktop
Webmail

30%

Mobile
20%

33%

10%
0%

10%
Source: Litmus Email Analytics

#SherpaWebinar
Top email clients

#1
#2
#3
#4

iPhone
Outlook
iPad
Android

24%
13%
12%
12%

#SherpaWebinar

source: emailclientmarketshare.com
Top email clients

#1
#2
#3
#4

iPhone
Outlook
iPad
Android

24%
13%
12%
12%

#SherpaWebinar

source: emailclientmarketshare.com
Screensize-apalooza
iPhone
2.3” wide

BlackBerry
2.6” wide

Small

Galaxy Note
3.2” wide

iPad Mini
5.3” wide

Medium

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Nexus 7
7.3” wide

Excite 13
8.5” wide

Large
The unifying characteristic?

TOUCH.
#SherpaWebinar
Experience matters.
It’s more than just metrics.

#SherpaWebinar
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%
From Name
Subject Line
Preheader

The Subscriber
Experience

Open

Tap

The mobile experience is different
than the desktop experience

Page

Conversion

#SherpaWebinar
From
Name

Subject
Line

Preheader

Open

Tap

#SherpaWebinar

Page

Conversion
From
Name

Subject
Line

Preheader

Open

Tap

#SherpaWebinar

Page

Conversion
From
Name

Subject
Line

Preheader

Open

Tap

#SherpaWebinar

Page

Conversion
From
Name

Subject
Line

Preheader

Open

Tap

Page

Conversion

✘

✔

✘

✔
✔

#SherpaWebinar
Making Touch-Friendly Emails
Principles and best practices
Bigger is better
•
•
•
•
•

Body copy: 16px+
Headlines: 22px+
Buttons: 44px by 44px
Space: 10px+
Tappable touch targets

#SherpaWebinar
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

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Responsive design/media queries
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Email Summit 2014: Top takeaways from this year's award winning campaigns

  • 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
  • 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
  • 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
  • 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
  • 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
  • 49. Show your value proposition (REALLY SHOW IT) #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
  • 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
  • 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
  • 106. Subject Line: Arcade Fire – coming to Parc Jean-Drapeau #SherpaWebinar
  • 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
  • 115. Relevance Deliver the right message to the right audience at the right time. #SherpaWebinar
  • 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
  • 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
  • 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
  • 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
  • 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