Dma 2012 ultimate email champion_combined-kt final


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Back by popular demand for four years running, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2012 in Las Vegas. Review successful email marketing campaigns from from Scripps Networks, and IHG.

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  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Dma 2012 ultimate email champion_combined-kt final

    1. 1.
    2. 2. THE RULES • The cage has a diameter as big as this stage, all of which can be used by the fighters to demonstrate their mastery • The Champion bout consists of three rounds, plus Q&A • The bout will run 45 Minutes (or until somebody says uncle)
    3. 3. THIS FIGHT • This is a Heavyweight Bout • Unless there is a TKO, the winner will be determined by you • Be disruptive…er, uh interactive • Boring the Audience • Physical Abuse Verbal abuse is highly encouraged • No questions from the audience FOULS
    4. 4. WILL AUSTIN database marketing director CALLIE WILSON director of email marketing KEVIN HICKEY global manager, email/sms marketing Unique Approach: Quality vs Quantity Judo Move: Data Wizardry Unique Approach: Relevance…really Judo Move: The Multi-Plex Unique Approach: All about behavior Judo Move: Dynamic Drop
    5. 5. IT’S TIME!
    6. 6. THE BUSINESS Company: Scripps Networks Interactive Industry & Size: Broadcast/Cable Media, Internet/Digital Syndication $449B in 2012 (proj.) Product: Lifestyle Media Content Target Market: Lifestyle Media (the Cooking Channel, DIY Network,, the Food Network,, GAC, HGTV, HGTVRemodels, and the Travel Channel). Years of email experience: 5 in email marketing (10+ in digital marketing/analytics) @will_austin
    7. 7. THE CAMPAIGN Campaign Objective: Sell email marketing as a premium CPM, not as an add-on. Campaign Strategy: Highly define core audience using DMP and list hygiene. Key Metrics Tracked: Opens and additional pages consumed. Definition of Success: Subscriber opens reminder mailing, subscriber votes, subscriber consumes addition virtual inventory. I want your brains - and your ROI... @will_austin
    8. 8. THE CAMPAIGN Description Tentpole Sweepstakes Reminder Service. Goal To remind subscribers to return to our sites twice per day to cast votes for our contests and to consume advertiser inventory and/or special promotion content. Target Audience Anyone who wants to be reminded of our tentpole sweepstakes (HGTV Dream Home, Green Home, Urban Oasis). Why it works Because subscribers are heavily incentivized to subscribe, open, and follow through on conversion simply through the nature of the contest and prizes. @will_austin
    9. 9. THE RESULTS Clicks/Opens: Since Q1 - the tentpole reminder sweepstakes reminder service has flaunted a 73% open rate and generated an additional 173M page views. List Growth: The reminder lists have grown over 480% in 9 months (ranging from 250K to 1M depending on the sweepstakes). Engagement: In the 1st quarter alone, Scripps Email Marketing had already amassed 55% of the total page views generated in all of 2011 and 36% of the video views. 73% Open Rate @will_austin
    10. 10. WHAT’S NEXT? Co-branded templates and first party data. Together with Adobe Audience Manager, Scripps has identified and grouped our email audience into premium CPM segments. Reminder services are soon being sold as a co-branded postcard messages. @will_austin
    11. 11. TAKE YOUR SHOT!
    12. 12. THE BUSINESS Passionate Team, Food & Cooking Culture Company: Industry & Size: Internet & Mail-Order Retail, 8.2B in 2012 Product: Provide turnkey e-commerce solution to leading brands in food and cooking space Target Market: Online Food and Cooking Space – Top Chefs, Media Companies and Consumer Product Brands Years of Email Experience: 6
    13. 13. THE CAMPAIGN Description: Transactional Messaging and Lifecycle Marketing Goal: Increase member LTV by providing more opportunities to convert with more relevant, behavioral targeted content Target Audience: Members (buyers or non buyers) who purchase, place items in cart or browse an item. Why it works: Because it allows for instantaneous mailings of trigger emails (i.e. New Member Welcome, Abandoned Cart, Loyalty Program, etc.) and automation of timely event-triggered messaging (Welcome series, Abandon program, and Transactional series).
    14. 14. THE CAMPAIGN Member DatabaseSales ($) Conversion FunnelNew Member Acquisition Funnel
    15. 15. THE CAMPAIGN Key Metrics: Retention (first time members vs. existing members), Open Rate, CTR, Conversion, and AOV Definition of Success: Increase membership retention, higher open rate, higher conversion rate, and increase revenue
    16. 16. THE RESULTS • Opens: 38% increase in open rate • Clicks: 59% higher clicks • List Growth: On-Boarding Campaign has increased new member acquisition by 70% • Engagement: 29% decrease in disengagement
    17. 17. WHAT’S NEXT? • More targeted and relevant communication • Utilize historical customer behavior to roll out new LCM Campaigns (We Miss You, New Product Alerts, and Purchase Follow Up) • Progressively profile & gather new user data to optimize On-Boarding, Abandon and Transactional Series.
    18. 18. TAKE YOUR SHOT!
    19. 19. THE BUSINESS Company: InterContinental Hotels Group (IHG) Industry: Hospitality Industry Size: Over 4,500 hotels in nearly 100 countries Product: Nine hotel brands – InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites, Candlewood Suites, EVEN Hotels & HUALUXE Hotels and Resorts Target Market: Guests ranging from staying in luxurious upscale hotels in the world's major cities and resorts to reliable family-oriented hotels that offer great service and value Years of email experience: 7
    20. 20. THE CAMPAIGN Campaign Objective: Promotional Venetian & Palazzo flash sale campaign to drive awareness, Reward Night stays and paid nights Campaign Target: Leverage explicit/implicit profile, behavioral & click data, such as active PCR/AMB mbrs with adequate point balances Key Metrics Tracked: Impressions, engagement, revenue (total, conversion, efficiency) and disengagement Definition of Success: V|P awareness, loyalty retention & revenue
    21. 21. √ THE CAMPAIGN Announcement Wave • Subject line: 24 Hours Only. Enjoy 50% off Reward Nights In Las Vegas. • Interactive countdown clock to drive greater sense of urgency • Distinct templates versioned for membership levels • Dynamic cross-sell within secondary messages • Treat / control groups used to measure incrementality
    22. 22. THE RESULTS 54.7% 22.6% 5.6% 3.7% Compared to our channel benchmarks: • 47.8% higher impressions • 20.8% higher clicks • highest revenue producing campaign for V|P since start of partnership • 2.5% higher conversion rate & revenue per email • 77.9% decrease in disengagement
    23. 23. THE RESULTS Additional media coverage picked up by consumers, social sites, USA TODAY and other PR outlets
    24. 24. WHAT’S NEXT? • Expansion of flash sales to new resort locations, international markets and other brands (eg, ICAR & Holiday Inn Resorts) • Testing impact of new tactics like real-time message content and Subject Line icons • Continued refinement of dynamic targeting & personalization
    25. 25. TAKE YOUR SHOT!
    26. 26. AND THE WINNER IS…