0
We’re live streaming!
Watch a live feed from our studio at
MarketingSherpa.com/LiveWebinar
Join the conversation using #Sh...
Email Marketing
Why One Test Triggered a 180-Degree Turn in How All
Whirlpool Brands Direct Market to Consumers
We’re live streaming!
Join us at MarketingSherpa.com/LiveWebinar
Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Tom Mender
Senior Manager, Database Marketi...
Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
Related resources
• Web Optimization Summit 2014
• Email Marketing: Whirlpool lifts clickthrough rate 42%, creates testing...
Session speaker
Thomas Mender
Senior Manager, Database Marketing
Whirlpool
Thomas has more than 20 years of experience in ...
About
• World’s leading global home appliance manufacturer
• $19 billion annual sales in 2013
• 69,000 employees
• Total o...
Win Back Former Customers
Retain At-Risk Customers
Grow High-Value Customers
Convert New Customers
Engage Prospects
Attrac...
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clic...
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clic...
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clic...
Email Summit
2013
Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published
Testing: Calls-to-action
Experiment ID: Summit Experiment – Calls-to-Action
Location: Whirlpool Testing Library
Campaign F...
Control
• Primary goal of the campaign is to
promote one-time promotional
email ($400 off)
• Recipients: Total of 700,000 ...
Control email
Top Bottom
Testing: Calls-to-action
Treatment
CTA CTA
Control
Results: Testing calls-to-action
Calls-to-action tested
Hand-
raisers
Purchasers
(≤ 5 years)
Purchasers
(> 5 years)
Curren...
What the data tells us!
Even subtle changes can have a huge impact on
customer behavior
Presenting customers with a single...
Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published
Building customer
profile
Data collection
Agency builds
creatives
Test is launched
22
Current process
Marketing team
appro...
Whirlpool testing roadmap
BACKGROUND
Whirlpool brand wishes to use one-to-one marketing to drive sales of its Ice
product ...
Whirlpool testing roadmap
GOALS
Maximize email open rate – get consumers “in the door”
Understand database segment perform...
Whirlpool testing roadmap
The inverted funnel
• Customers are not “falling”
into your funnel, they are
“climbing” up.
• Every micro-decision is a pl...
Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighte...
Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighte...
Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighte...
Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighte...
Version A:
Application
theme
Version B:
Lifestyle
theme
FREE DOWNLOAD
CTA drives users directly
to Apple Store for
downloa...
Value proposition testing
15.3%Increase in
clickthrough rate
*Tuesday deployment generated 19.2%
more unique opens than We...
Value proposition testing
Increase in
clickthrough rate
*Tuesday deployment generated 19.2%
more unique opens than Wednesd...
Value proposition testing
Version A:
Control
Version B:
Treatment
TESTING USER-
GENERATED CONTENT
FROM RATINGS AND
REVIEWS
Value proposition testing
Value prop testing CTR Relative difference
Intenders 0.64% 151.04%
Old refers 0.27% 26.05%
All g...
Whirlpool testing impact
30%CTR
15.3%
CTR
15%
Open Rate
151%
CTR42%CTR
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009...
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009...
Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009...
Whirlpool’s Testing Dashboard
• Whirlpool’s Dashboard
provides at-a-glance results
• Saves time and effort for more
testin...
Top takeaways
Even small changes can make a big difference
It’s not all about the numbers – it’s about the culture
Let con...
Thank you
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Tom Mender
Senior Manager, Database Market...
How Whirlpool Took a 180-Degree Turn with Just One Test
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How Whirlpool Took a 180-Degree Turn with Just One Test

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“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said.

In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign.

Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal.

You will discover how:

• Mender overcame initial skepticism to move to a “less is more” approach.

• The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.”

• One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.

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Transcript of "How Whirlpool Took a 180-Degree Turn with Just One Test"

  1. 1. We’re live streaming! Watch a live feed from our studio at MarketingSherpa.com/LiveWebinar Join the conversation using #SherpaWebinar
  2. 2. Email Marketing Why One Test Triggered a 180-Degree Turn in How All Whirlpool Brands Direct Market to Consumers
  3. 3. We’re live streaming! Join us at MarketingSherpa.com/LiveWebinar
  4. 4. Speakers Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Tom Mender Senior Manager, Database Marketing Whirlpool @TomMender Black & White Headshot
  5. 5. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  6. 6. Related resources • Web Optimization Summit 2014 • Email Marketing: Whirlpool lifts clickthrough rate 42%, creates testing culture • B2C Email Marketing: Mobile accessories company boosts revenue-per-email 152% via customer appreciation promotion • Email Marketing: Dell lifts revenue 109% via GIF-centric campaign • Email Marketing 2013: The top 10 MarketingSherpa articles for your New Year's marketing resolutions
  7. 7. Session speaker Thomas Mender Senior Manager, Database Marketing Whirlpool Thomas has more than 20 years of experience in development and implementation of data warehouses, turn-key applications and business intelligence solutions for a variety of industries. Currently, he heads the database marketing team at Whirlpool and manages multichannel direct marketing across multiple brands and business units. Mender is a graduate of Purdue University and is also an Oracle Data Warehouse Certified Professional. Black & White Headshot @TomMender
  8. 8. About • World’s leading global home appliance manufacturer • $19 billion annual sales in 2013 • 69,000 employees • Total of 90 million emails sent • Rank #154 Fortune 500 company
  9. 9. Win Back Former Customers Retain At-Risk Customers Grow High-Value Customers Convert New Customers Engage Prospects Attract Prospects Customer retention • 14 internal clients • 5 brands • Retain those consumers post- purchase • Keep them engaged • Keep their consideration
  10. 10. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011 Opt-Outs Clickthrough Rate
  11. 11. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011 Opt-Outs Clickthrough Rate
  12. 12. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011 Opt-Outs Clickthrough Rate We faced a challenge, so …
  13. 13. Email Summit 2013
  14. 14. Previous process Agency builds creative Marketing team approves Creatives are published
  15. 15. Testing: Calls-to-action Experiment ID: Summit Experiment – Calls-to-Action Location: Whirlpool Testing Library Campaign Focus: Ice email campaign 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 Research Notes:
  16. 16. Control • Primary goal of the campaign is to promote one-time promotional email ($400 off) • Recipients: Total of 700,000 of current customers • Hand-raisers • Recent purchasers (≤5 years) • Old purchasers (>5 years) • Current Ice product owners Testing: Calls-to-action
  17. 17. Control email Top Bottom
  18. 18. Testing: Calls-to-action Treatment CTA CTA Control
  19. 19. Results: Testing calls-to-action Calls-to-action tested Hand- raisers Purchasers (≤ 5 years) Purchasers (> 5 years) Current Ice owners Avg. Control 1.23% 0.35% 0.40% 2.77% 1.19% Treatment 1.55% 0.54% 0.57% 4.34% 1.75% Relative Difference +26% +53% +43% +57% +42% 42% increase in clickthrough rate The treatment increased CTR for each of the segments below.
  20. 20. What the data tells us! Even subtle changes can have a huge impact on customer behavior Presenting customers with a single objective increased engagement The results increased effectiveness across all segments
  21. 21. Previous process Agency builds creative Marketing team approves Creatives are published
  22. 22. Building customer profile Data collection Agency builds creatives Test is launched 22 Current process Marketing team approves creatives Creating test ideas - collaborate
  23. 23. Whirlpool testing roadmap BACKGROUND Whirlpool brand wishes to use one-to-one marketing to drive sales of its Ice product line via a rebate offer located on a landing page.
  24. 24. Whirlpool testing roadmap GOALS Maximize email open rate – get consumers “in the door” Understand database segment performance – (A) intenders, (B) owners of an Ice product, (C) owners of a newer product and (D) owners of an aging product Understand what triggers CTA engagement 1 2 3 1 2 3
  25. 25. Whirlpool testing roadmap
  26. 26. The inverted funnel • Customers are not “falling” into your funnel, they are “climbing” up. • Every micro-decision is a place to test. • Every channel • Every touch point in each channel
  27. 27. Subject line testing Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load A B C D
  28. 28. Subject line testing Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load 13.30% 17.07% 17.93% 14.47% A B C D
  29. 29. Subject line testing Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load A B C D Want to Make Doing Laundry Loads Easier? Introducing an App That Makes Laundry Fun. Seriously! Conquer Laundry: Enlist the WashSquad A B C CreativeACreativeB
  30. 30. Subject line testing Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load A B C D Want to Make Doing Laundry Loads Easier? Introducing an App That Makes Laundry Fun. Seriously! Conquer Laundry: Enlist the WashSquad A B C CreativeACreativeB Action-oriented subject lines got higher open rates
  31. 31. Version A: Application theme Version B: Lifestyle theme FREE DOWNLOAD CTA drives users directly to Apple Store for download – minimize number of clicks Value proposition testing
  32. 32. Value proposition testing 15.3%Increase in clickthrough rate *Tuesday deployment generated 19.2% more unique opens than Wednesday
  33. 33. Value proposition testing Increase in clickthrough rate *Tuesday deployment generated 19.2% more unique opens than Wednesday A lifestyle theme got higher open rates
  34. 34. Value proposition testing Version A: Control Version B: Treatment TESTING USER- GENERATED CONTENT FROM RATINGS AND REVIEWS
  35. 35. Value proposition testing Value prop testing CTR Relative difference Intenders 0.64% 151.04% Old refers 0.27% 26.05% All general 0.39% -10.51% ! What You Need to Understand: Customer reviews added a significant increase for intentional buyers, but not across all segments. 151% increase in clickthrough rate in intenders CTR for intenders was significantly higher than other segments.
  36. 36. Whirlpool testing impact 30%CTR 15.3% CTR 15% Open Rate 151% CTR42%CTR
  37. 37. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014 Opt-Outs Clickthrough Rate
  38. 38. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014 Opt-Outs Clickthrough Rate
  39. 39. Before Testing: Clickthrough vs. opt-out rates 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014 Opt-Outs Clickthrough RateSmall changes, BIG impact
  40. 40. Whirlpool’s Testing Dashboard • Whirlpool’s Dashboard provides at-a-glance results • Saves time and effort for more testing • Gives credit where it’s due
  41. 41. Top takeaways Even small changes can make a big difference It’s not all about the numbers – it’s about the culture Let consumers make the decisions
  42. 42. Thank you Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Tom Mender Senior Manager, Database Marketing Whirlpool @TomMender Black & White Headshot
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