Ultimate Email Marketing: Big Brands Square Off | DMA 2009

Weight Classes: HEAVYWEIGHT THE RULES

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

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

THE FIGHTERS

LET’S BATTLE!

Industry: Online Personal Finance Management
Industry Size: 30,000 users in 2007, Over 3 million today
Product: Mint.com, free web-based personal finance service. Launched September, 2007
Size: 1.7 million users
Employees: 38
Target Market: Web-savvy Americans 25 – 40 seeking easy and effective means to budget and save money. Comfortable with managing daily life in the cloud via SaaS.
Years of email experience: 15
THE BUSINESS

Campaign Objective: Acquire new Mint.com users at little or no cost.
Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends.
Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users.
Definition of Success: Less than $1 CPA
THE CAMPAIGN

Market Research Findings Drove Campaign Design

THE CAMPAIGN
Tested 3 Incentives:
Chance to win iPod Nano
Invitation to exclusive Beta Program (early access to new Mint.com features)
No incentive

THE CAMPAIGN Used StrongMail Influencer to drive higher invites per user.

THE RESULTS Actual Sent Delivered Opened: 48% Invited Friends: 10% Average Invites: 5 New Users per Invite: 1: 2.6 Average CPA: $0.50 One mailing drove a 44% lift in New Users versus prior week

TAKE YOUR SHOT

Turner Sports:
NBA.com, NASCAR.COM, PGA.com, PGATOUR.COM
Target market:
All who watch, live, and love sports
Fighter Background:
5 years of email marketing experience
Overview:
Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America
THE BUSINESS

Campaign Objective:
Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM.
Key Metrics Tracked:
Clicks to launch the Live@ experience.
Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM.
Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM.
THE CAMPAIGN

Static Email Video Email Static version Static Email Video in Email

The campaigns success was measured by comparing the click-through rate of the live streaming video campaign against the click-through rate of another version that did not feature live video streaming video but just a static image.
The live streaming video campaign produced a 13% higher click-through rate in driving users to the Live@ experience on PGATOUR.COM
THE RESULTS

TAKE YOUR SHOT

THE BUSINESS David and Tom Gardner Co-Founders of The Motley Fool

THE BUSINESS
Here for the individual investor
News, commentary, and stock research
Online community of Fools
250 Fools Strong!

THE BUSINESS Motley Fool Stock Advisor Motley Fool Hidden Gems Motley Fool Rule Breakers Motley Fool Global Gains Motley Fool Rule Your Retirement Motley Fool Income Investor Motley Fool Million Dollar Portfolio Motley Fool PRO Motley Fool Ready Made Millionaire Motley Fool Options Motley Fool Duke Street Motley Fool Inside Value 260,000 Paying Subscribers

THE BUSINESS

THE AUDIENCE Target Audience:
Male
Ages 45 – 65
Investment portfolios larger than $500k
Manage their own portfolio
Skeptical of mainstream financial media
Direct response
Email is backbone of company
65% of company’s revenue

SUCCESS METRICS Delivered Open Click Thru Conversion
Spam
Unsubscribes
Refunds

THE STRATEGY
Creative
Relevance
Offer

Video Email Static version
Goals:
Capture investors’ mindset at the current time, so that
They will read the email, and
Convert into subscriptions and drive cash
S&P 500: Jun ‘07 – Oct ‘09

Video Email Static version
Goals:
Capture investors’ mindset at the current time, so that
They will read the email, and
Convert into subscriptions and drive cash

THE RESULTS Delivered: 97.27% Open: 13.11% Click Thru: 5.55% Conversion: 6.62% $$$$$

TAKE YOUR SHOT

TIME TO VOTE

Ultimate Email Marketing: Big Brands Square Off | DMA 2009

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Ultimate Email Marketing: Big Brands Square Off | DMA 2009 Presentation Transcript