Beyond Targeting –Location, Recency and Creativity
Agenda and Ground Rules•  Ground Rules•  The Flow  –  Brand Presents Program/Campaign  –  Shares Strategy, Unique Approach...
IntroductionsRyan Deutsch                 VP of Strategic Services,Jennifer Mueller             Global CRM Technology Mana...
We will be looking at:
Creative that Engages Campaign Valentines Day: “What does your Sweetheart want?” Goals • Add variety and pace during high-...
So, what do you think?
The Results•  Click rate up 89% YOY	•  Sales up 60% YOY	•  Excellent customer feedback
Triggers that Drive $Campaign• Good Day to BuyGoals• Convert active shoppers to purchasersStrategy• Automated Targets• Pro...
So, what do you think?
Creative Testing Proves Out
The ResultsWhy it works•  Leverages triggered-alerts•  Integration of relevant cross-sell offers•  Built-in search functio...
Localization & why it Matters
Localization, Why it Matters
So, what do you think?
Creative that Engages Campaign Deer Hunting? No, try Cardboard Hunting! Goals • Single Product Promotion	 • Keep our custo...
So, what do you think?
The Results•  One of the most successful   single-items featured –   especially impressive during   non-holiday time	•  Re...
Reengaging the Unengaged•  Goal:  –  Re-activate the unresponsive segment•  Campaign  –  Identical offer  –  Different cop...
Simple Behavioral Segmentation    Engaged       Unengaged
So, what do you think?
Results• Grew online revenue contribution  –  0% to 7%• Increased conversion rate  –  183% higher than average• ROI  –  18...
Success =Personalization + Segmentation•  Goal:  –  Increase ebook awareness & sales•  Campaign 1: Generic ebook upgrade o...
So, what do you think?
Results - Campaign 1•  Generic Offer  –  Using basic customer type segmentation•  73% increase in effective click-thru  – ...
Results - Campaign 2•  Personalized Offer + Customer Type•  Open Rates show dramatic increase  •  113% increase in “Others...
Questions and Thank You!
EEC 2011 Beyond Targeting - Location, Recency and Creativity
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EEC 2011 Beyond Targeting - Location, Recency and Creativity

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Email Experience Council 2011 presentation: Beyond Targeting - Location, Recency and Creativity

Presented by Ryan Deutsch, StrongMail's VP of Strategic Services

Published in: Technology, Business
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EEC 2011 Beyond Targeting - Location, Recency and Creativity

  1. 1. Beyond Targeting –Location, Recency and Creativity
  2. 2. Agenda and Ground Rules•  Ground Rules•  The Flow –  Brand Presents Program/Campaign –  Shares Strategy, Unique Approach –  Audience Feedback –  Results•  Introductions•  Let’s Get Started
  3. 3. IntroductionsRyan Deutsch VP of Strategic Services,Jennifer Mueller Global CRM Technology Manager,Micah Heiselt Associate Art Director and DesignerJohn Janetos VP od Sales and Marketing, iPost
  4. 4. We will be looking at:
  5. 5. Creative that Engages Campaign Valentines Day: “What does your Sweetheart want?” Goals • Add variety and pace during high- frequency email season • Invite customers to engage with categories rather than items Strategy Sell without showing anything (blind emails)
  6. 6. So, what do you think?
  7. 7. The Results•  Click rate up 89% YOY •  Sales up 60% YOY •  Excellent customer feedback
  8. 8. Triggers that Drive $Campaign• Good Day to BuyGoals• Convert active shoppers to purchasersStrategy• Automated Targets• Promote city Pairs according to specific rules. – Discount – Qualifiers
  9. 9. So, what do you think?
  10. 10. Creative Testing Proves Out
  11. 11. The ResultsWhy it works•  Leverages triggered-alerts•  Integration of relevant cross-sell offers•  Built-in search functionalityResults•  While a fraction of overall email volume, these emails are a significant contributor to overall bookings.•  2-3x of average email open and click-through ratesWhat’s Next•  Creative refresh and testing•  Reduced noise for select customers•  Further refinement of deals/offer engine
  12. 12. Localization & why it Matters
  13. 13. Localization, Why it Matters
  14. 14. So, what do you think?
  15. 15. Creative that Engages Campaign Deer Hunting? No, try Cardboard Hunting! Goals • Single Product Promotion • Keep our customers interested and excited about our emails Strategy • Ignore Best Practices! • Include links to similar products and collection landing pages
  16. 16. So, what do you think?
  17. 17. The Results•  One of the most successful single-items featured – especially impressive during non-holiday time •  Revenue up 180% and orders up 140% from previous week •  Unsubscribe rate 36% lower than year average •  Lead to a corporate order of roughly 200 deer heads
  18. 18. Reengaging the Unengaged•  Goal: –  Re-activate the unresponsive segment•  Campaign –  Identical offer –  Different copy•  Technique / Tactic –  Identify the unengaged based on opens & clicks
  19. 19. Simple Behavioral Segmentation Engaged Unengaged
  20. 20. So, what do you think?
  21. 21. Results• Grew online revenue contribution –  0% to 7%• Increased conversion rate –  183% higher than average• ROI –  18X vs 0 for unengaged• Small changes have dramatic effects
  22. 22. Success =Personalization + Segmentation•  Goal: –  Increase ebook awareness & sales•  Campaign 1: Generic ebook upgrade offer –  Segment by subscriber type • Direct Customers • Others (subscribers)•  Campaign 2: Personalized upgrade offer –  Segment by subscriber type & purchases –  Personalize by purchases
  23. 23. So, what do you think?
  24. 24. Results - Campaign 1•  Generic Offer –  Using basic customer type segmentation•  73% increase in effective click-thru –  Open Rate increased by 15.5% –  Click-to-View Ratio (CTR) increased by 49.9%
  25. 25. Results - Campaign 2•  Personalized Offer + Customer Type•  Open Rates show dramatic increase •  113% increase in “Others” •  95% increase in “Direct Customers”•  CTR rates tick up slightly •  0.82% in “Others” •  2.5% in “Direct Customers”•  236% increase in Effective Click-Thru
  26. 26. Questions and Thank You!

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