Eis tue 0815 sponsored breakfast yes mail

3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue Matthew Caldwell Sr. Creative Director Yesmail Interactive email: [email_address] twitter: @matty_caldwell

3 Creative Makeovers
THANK YOU : HP Shopping Activation
INTRIGUE : eBay Daily Deals
AMUSEMENT: Webroot Newsletter

Just thank them

CASE STUDY: HP Shopping Activation
The Scenario:
A percentage of list is inactive
The current activation campaign needed a lift
The current activation acknowledges they are not active “we miss you”
Recommendations:
Activate them by saying thanks – be positive, not negative
Make sure the message can be read without images
Create a bold, in-your-face layout
Provide a great offer

Most Activation Campaigns tend to be negative They acknowledge that users don’t click or open

Before: 3-email Reactivation Campaign
Message #1:
Subject Line: Joe, are you still around? Message #2: Subject Line: Hello Joe, anyone home? Message #3: Subject Line: Should we stay or should we go?
Message Timing :
Message #1 deploys on Day 1

After subject line: Thank you Jill

Without images With images

RESULTS
Side by side test of message to 2 test groups
“ Positive” layout increases click through significantly (metrics asked not to be shared)
Positive message generates much higher revenue and achieves increased activation rates

WHAT WE LEARNED
Say Thanks – whether they’re a customer or not
Be Positive – don’t acknowledge they are inactive
Readable with Images off - Be sure 100% of your layout can be read without images especially your button
Most of all, bring that killer offer

Other “thanks” successes
Ebay Seller Activation
Active on website but not in email
Used website behavior to thank them
Hugely successful

Other “thanks” successes HP Academy

Other “thanks” successes HP Thanksgiving 49% increase over average CTR

THANK YOUR SUBSCRIBERS - TAKE AWAYS:
Thanking customers can be a strong theme to get them to open and take action
Big, bold image-free formatting
Simple strong offers with strong end dates always works in direct marketing
Skip the “we miss you” bit

Just intrigue them

CASE STUDY: eBay Mystery Deal
The Scenario:
Reveals a Mystery Deal several days per week
Good opens, but below average click-through
Recommendations:
Make it intriguing – don’t show what the deal is
Requires a click to see it
Email is the question, landing page is the answer

eBay Mystery Deal - before

eBay Mystery Deal - After

RESULTS
Opens remain steady
Click through jumps significantly
Average order size increases as more people are delivered to the site and begin shopping
Unsubscribes remain unchanged

WHAT DID WE LEARN?
Use intrigue if you must deliver site visits / clicks
Ideal for product launch campaigns or website redesigns
The email is the question, the landing page is the answer

Other “intrigue” successes
Grainger Thank You
Redesigned and removed all offers
Simply said thanks & click to see your great offer
HUGE Success. Over double the average revenue per message

Nike Live Strong
Animated Gif
Rotated a few words & Nike swoosh
Highest click through of any email Yesmail has ever sent
Intrigue is great for any product or service launch campaign

Cingular March Madness
Animated Gif
Required a click to se how March Madness was coming to your neighborhood
Twice the average click through

HP World Fastest Printer
Like a stadium reveal, each tile “flipped”
“ worlds fastest printer” was revealed
Highest click through for any message sent by HP’s Printer division

MyCoke Website Launch
Strong color combination
Simple flashing arrow for CTA
CTR = 29%

INTRIGUE - TAKE AWAYS
Great for:
new product launch
Website redesigns
Awareness campaigns
Once and a while buzz
“ The email is the question, the landing page is the answer ”

Just Amusement them

CASE STUDY: Webroot Newsletter
The Scenario:
Maker of antivirus / antispyware software
Quarterly newsletter with very poor OPEN and CTR
Frankly the newsletter was boring
Recommendations:
Use editorial engagement content to amuse & entertain
Increase frequency of newsletter to monthly from quarterly
Humor was part of an overall rebranding effort

Newsletter BEFORE Cyber Security Awareness Month? zzzz

Newsletter AFTER

More entertaining
Editorial style features
“ Did you know?” Facts
Bite-sized amusing snippets
Funny / silly

RESULTS: Webroot Newsletter Makeover
Opens jump and increase with each month
Average Open Rate before - 11.2%
Average Opens Rate after – 19.6%
Increasing every month so far
November 19.96%
October 19.58%
September 17.12%
August 14.87%
Content is amusing and audience is interested
Click through increases 6 fold
Before average Click through is < 1%
After average click through is 6.27%

WHAT DID WE LEARN?
Bite-sized editorial snippets can amuse your audience
Add value to your newsletters besides your information
An amused audience is an engaged audience and they will keep opening
Editorial style content is time-consuming and costly to produce but can be worth it

Other “amusement” successes
MyCokeRewards
End of each monthly newsletter contains a comic image

Other “amusement” successes
Calaway Golf quote
Funny quote each month

Other “amusement” successes Warner Bros Trivia

AMUSEMENT - TAKE AWAYS
Bite-sized editorial style snippets are great for newsletters
Train users to open -they know it’s there and “what will they do this time?”
Humor can be refreshing and instill a human voice

Summary:
Activation – Just say Thanks
Increase Click Through – Make it intriguing
Declining open rates – Make it amusing

Thank You See more ideas in Yesmail Creative Services Look Book http://www.yesmail.com/Portals/0/pdf/yesmail_lookbook.pdf

Matthew Caldwell Sr. Creative Director Yesmail Interactive email: [email_address] twitter: @matty_caldwell phone: 503-419-0596

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Eis tue 0815 sponsored breakfast yes mail

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Eis tue 0815 sponsored breakfast yes mail — Presentation Transcript