Ultimate Email Marketing: Big Brands Square Off | DMA 2009

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Marketing executives from Mint.com, Turner Sports and The Motley Fool square off and provide candid critiques of each others respective campaigns as each competes for the title: ultimate email marketer.

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Ultimate Email Marketing: Big Brands Square Off | DMA 2009

  1. 3. Weight Classes: HEAVYWEIGHT THE RULES
  2. 4. THE RULES 60 Minutes (or until somebody says uncle) Bout Duration: <ul><li>Fouls: </li></ul><ul><li>Boring the Audience </li></ul><ul><li>Physical Abuse (Verbal Abuse is Encouraged) </li></ul><ul><li>Audience Not Asking Questions </li></ul>
  3. 5. THE RULES How to Win: Convince the audience that you are the…
  4. 6. THE FIGHTERS
  5. 7. THE FIGHTERS
  6. 8. THE FIGHTERS
  7. 9. LET’S BATTLE!
  8. 10. <ul><li>Industry: Online Personal Finance Management </li></ul><ul><li>Industry Size: 30,000 users in 2007, Over 3 million today </li></ul><ul><li>Product: Mint.com, free web-based personal finance service. Launched September, 2007 </li></ul><ul><li>Size: 1.7 million users </li></ul><ul><li>Employees: 38 </li></ul><ul><li>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. </li></ul><ul><li>Years of email experience: 15 </li></ul>THE BUSINESS
  9. 11. <ul><li>Campaign Objective: Acquire new Mint.com users at little or no cost. </li></ul><ul><li>Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. </li></ul><ul><li>Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users. </li></ul><ul><li>Definition of Success: Less than $1 CPA </li></ul>THE CAMPAIGN
  10. 12. Market Research Findings Drove Campaign Design
  11. 13. THE CAMPAIGN <ul><li>Tested 3 Incentives: </li></ul><ul><li>Chance to win iPod Nano </li></ul><ul><li>Invitation to exclusive Beta Program (early access to new Mint.com features) </li></ul><ul><li>No incentive </li></ul>
  12. 14. THE CAMPAIGN Used StrongMail Influencer to drive higher invites per user.
  13. 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
  14. 16. TAKE YOUR SHOT
  15. 17. <ul><li>Turner Sports: </li></ul><ul><li>NBA.com, NASCAR.COM, PGA.com, PGATOUR.COM </li></ul><ul><li>Target market: </li></ul><ul><li>All who watch, live, and love sports </li></ul><ul><li>Fighter Background: </li></ul><ul><li>5 years of email marketing experience </li></ul><ul><li>Overview: </li></ul><ul><li>Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America </li></ul>THE BUSINESS
  16. 18. <ul><li>Campaign Objective: </li></ul><ul><li>Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM. </li></ul><ul><li>Key Metrics Tracked: </li></ul><ul><li>Clicks to launch the Live@ experience. </li></ul><ul><li>Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM. </li></ul><ul><li>Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM. </li></ul>THE CAMPAIGN
  17. 19. Static Email Video Email Static version Static Email Video in Email
  18. 20. <ul><li>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. </li></ul><ul><li>The live streaming video campaign produced a 13% higher click-through rate in driving users to the Live@ experience on PGATOUR.COM </li></ul>THE RESULTS
  19. 21. TAKE YOUR SHOT
  20. 22. THE BUSINESS David and Tom Gardner Co-Founders of The Motley Fool
  21. 23. THE BUSINESS <ul><ul><ul><li>Here for the individual investor </li></ul></ul></ul><ul><ul><ul><li>News, commentary, and stock research </li></ul></ul></ul><ul><ul><ul><li>Online community of Fools </li></ul></ul></ul>250 Fools Strong!
  22. 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
  23. 25. THE BUSINESS
  24. 26. THE AUDIENCE Target Audience: <ul><li>Male </li></ul><ul><li>Ages 45 – 65 </li></ul><ul><li>Investment portfolios larger than $500k </li></ul><ul><li>Manage their own portfolio </li></ul><ul><li>Skeptical of mainstream financial media </li></ul><ul><li>Direct response </li></ul><ul><li>Email is backbone of company </li></ul><ul><li>65% of company’s revenue </li></ul>
  25. 27. SUCCESS METRICS Delivered Open Click Thru Conversion <ul><li>Spam </li></ul><ul><li>Unsubscribes </li></ul><ul><li>Refunds </li></ul>
  26. 28. THE STRATEGY <ul><li>Creative </li></ul><ul><li>Relevance </li></ul><ul><li>Offer </li></ul>
  27. 29. Video Email Static version <ul><li>Goals: </li></ul><ul><li>Capture investors’ mindset at the current time, so that </li></ul><ul><li>They will read the email, and </li></ul><ul><li>Convert into subscriptions and drive cash </li></ul>S&P 500: Jun ‘07 – Oct ‘09
  28. 30. Video Email Static version <ul><li>Goals: </li></ul><ul><li>Capture investors’ mindset at the current time, so that </li></ul><ul><li>They will read the email, and </li></ul><ul><li>Convert into subscriptions and drive cash </li></ul>
  29. 31. THE RESULTS Delivered: 97.27% Open: 13.11% Click Thru: 5.55% Conversion: 6.62% $$$$$
  30. 32. TAKE YOUR SHOT
  31. 33. TIME TO VOTE

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