The document describes rules and competitors for an email marketing battle. Heavyweights will battle for 60 minutes through scary good email campaigns. The goal is to convince the audience you are the best fighter. It then profiles three competitors - Travelocity, Shockwave, and HauteLook - including their business, email marketing campaigns, objectives, strategies, metrics, and results. Travelocity promotes discounted city pairs, Shockwave educates new members, and HauteLook notifies members of daily flash sales. All aim to increase engagement, retention, and conversions.

3. THE RULES
Weight Classes:
Lightweight = Batch and Blast
Middleweight = Mail Merge
Heavyweight = Scary Good Email Marketers
HEAVYWEIGHT

4. THE RULES
Bout Duration:
60 Minutes
(or until somebody says uncle)
Fouls:
- Boring the Audience
- Physical Abuse (Verbal Abuse is Encouraged)
- Audience Not Asking Questions

5. THE RULES
How to Win:
Convince the audience that you are the…

6. THE FIGHTERS

7. THE FIGHTERS

8. THE FIGHTERS

9. LET’S BATTLE!

10. THE BUSINESS
Company: Travelocity
Industry: Travel and Hospitality
Industry Size: Considered the world’s largest industry
Product: One of the largest and most respected online travel
companies selling Vacation Packages, Flights, Hotels,
Cars Rentals, Cruises, etc.
Size: US Travel and Hospitality: 232 BILLION
Employees: 3,000
Target Market: Lovers of Gnomes and their Travel Companions
worldwide.
Years of email experience: 10

11. THE CAMPAIGN
Campaign Objective:
Convert Active Shoppers to “Purchasers”
Campaign Strategy:
Promote city Pairs that are X% less that the average fare sold for each
city pair in the last X Days.
Key Metrics Tracked:
Open rate, Click-Thru Rates and Conversions!.
Definition of Success:
Year over Year Bookings Growth

12. Description
THE CAMPAIGN
• Promote city pairs that are X%
less than the average fare sold
for each city pair in the last X
days
Goal
• Convert purchase
Trip Lifecycle
• Pre-Purchase
Target Audience
• Active lookers in last X days
who didn’t book their trip
Frequency
• Daily

13. THE CAMPAIGN
Why it works
• Leverages triggered-alerts
• Integration of relevant cross-sell offers
• Built-in search functionality
Results
• 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 rates
What’s Next
• Creative refresh and testing
• Reduced noise for select customers
• Further refinement of deals/offer engine

14. What’s Next
THE CAMPAIGN
• Creative refresh and testing
• Reduced noise for select customers
• Further refinement of deals/offer engine

15. TAKE YOUR SHOT

16. THE BUSINESS
Company: Shockwave
Industry: Online Gaming
Industry Size: One of the fastest industries in the US
Product: Free and Paid Gaming Content
Employees: 200
Target Market: Males 18-24, females 30-48.
Years of email experience: 7

17. THE CAMPAIGN
Campaign Objective:
New Member Education
Campaign Strategy:
Leverage welcome series to avoid overwhelming new users with site
features
Key Metrics Tracked:
Member log-ins
Definition of Success:
Member retention and conversion to paid member or purchaser of
content

18. THE CAMPAIGN
Email #1 in Series: Validation
• Validate email
• Confirm Newsletter Sub
• Direction on Account
Management
• Profile Set up
• Loyalty Program – Tokens

19. THE CAMPAIGN
Email #2 in Series: Welcome 1
• 1 Week Post Joining
• Touts Features
• Game Suggestions
• Loyalty

20. THE CAMPAIGN
Email #3 in Series: Welcome 2
• 2 Weeks Post Joining
• Solicits User-Generated Content
• Game Suggestions
• Loyalty

21. THE RESULTS
• Enhanced User Experience
• Increased Page Views
• Increased ROI

22. TAKE YOUR SHOT

23. THE BUSINESS
Industry: Online retail flash sales
HauteLook: The future of retail: Limited-time sale events of
great brands for women, men, kids, home and
beauty, all at 50-75% off.
Founded: December 2007
Size: Over 3 million members
Employees: 200 in Los Angeles, NYC and Chicago
Target Market: Young, affluent shopping enthusiasts who
have a strong sense of style and love a
great deal!
Years of email experience: 10

24. THE BUSINESS
Campaign Objective:
Successfully deliver the daily HauteLook event notification email to over
1 million members within the same 10 minute window every day.
Campaign Strategy:
Keep members engaged every day by delivering relevant content
based on member lifecycle segment and categories of interest
Key Metrics Tracked:
Logins to Site, Opens, Inbox Delivery Rate, SSC Compliance Metrics,
Delivery Time
Definition of Success:
Member retention and conversion to paid member or purchaser of
content

25. THE CAMPAIGN
Micromanage email
deliverability and
suppress high risk
member segments
who deliver low ROI
(Deadweights)

26. THE CAMPAIGN
Understand key milestones
in our member lifecycle
and trigger email offers to
activate/reactivate them.
• Opens
• Clicks
• Complaints

27. THE CAMPAIGN
Deliver targeted versions
of the daily emails based
on members category of
interest. – Leverage
WOM

28. THE CAMPAIGN
Lift in Open Rates and CTRs for targeted vs non-targeted
• ~12% increase in opens
• 25% increase in clicks/logins
Email Inbox Delivery Rate
SSC Reputation Score

29. TAKE YOUR SHOT

30. TIME TO VOTE