Ultimate Email Marketing: Big Brands Square Off

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    Ultimate Email Marketing: Big Brands Square Off - Presentation Transcript

    1.  
    2.  
    3. Weight Classes: HEAVYWEIGHT THE RULES
    4. 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
    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!
      • 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
    12. Market Research Findings Drove Campaign Design
    13. THE CAMPAIGN
      • Tested 3 Incentives:
      • Chance to win iPod Nano
      • Invitation to exclusive Beta Program (early access to new Mint.com features)
      • No incentive
    14. THE CAMPAIGN Used StrongMail Influencer to drive higher invites per user.
    15. 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
    16. 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
    19. 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
    21. TAKE YOUR SHOT
    22. THE BUSINESS David and Tom Gardner Co-Founders of The Motley Fool
    23. THE BUSINESS
          • Here for the individual investor
          • News, commentary, and stock research
          • Online community of Fools
      250 Fools Strong!
    24. 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
    25. THE BUSINESS
    26. 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
    27. SUCCESS METRICS Delivered Open Click Thru Conversion
      • Spam
      • Unsubscribes
      • Refunds
    28. THE STRATEGY
      • Creative
      • Relevance
      • Offer
    29. 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
    30. 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
    31. THE RESULTS Delivered: 97.27% Open: 13.11% Click Thru: 5.55% Conversion: 6.62% $$$$$
    32. TAKE YOUR SHOT
    33. TIME TO VOTE
    34.  
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