Email Marketing Workshop Part 4: Let's Get Creative

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Email Marketing Workshop Part 4: Let's Get Creative

  1. 1.
  2. 2. Lets Get Creative<br />Instructors<br />Laurence Rothman<br />Senior Consultant, Brand Reputation, Nationwide<br />rothmal@nationwide.com<br />@LaurenceRothman<br />Corey Duncan<br />Interactive Creative Director, PulsePoint/DatranMedia<br />cduncan@datranmedia.com<br />@Corey_Duncan<br />#datranmedia,<br />#pulsepoint<br />#stormpost<br />
  3. 3. Lets Get Creative<br />Agenda<br /><ul><li>State of the Union
  4. 4. Aligning Creative with Business Strategy
  5. 5. From Strategy to Execution
  6. 6. Best Practices Based Implementation
  7. 7. Email Anatomy 101
  8. 8. Design and Copy
  9. 9. Testing and Optimization
  10. 10. Winners & Losers
  11. 11. Q&A</li></li></ul><li>State of the Union<br />The Death of Email has Been Greatly Exaggerated!!!<br />
  12. 12. State of the Union<br />An Extreme Example Across Desktop, Social and Mobile <br />…and, surprise….<br />It integrates with social! <br />
  13. 13. State of the Union<br />Email is Everywhere<br />
  14. 14. State of the Union<br />Email + Social = Better Performance Across Both Channels<br />
  15. 15. State of the Union<br />…and it Translates Very Well to Mobile for Those on the Go!<br />Advanced HTML & CSS<br />Basic HTML<br />Text<br />
  16. 16. State of the Union<br />Trends – Mobile Devices<br />Mobile is not a fad<br /><ul><li>“Mobile will become the single most dominant media there is.” –Kodak
  17. 17. During weekends, ESPN.com is visited by more mobile users than desktop.
  18. 18. “Working with Microsoft, we discovered that mobile web users are 3 times more likely to find what they are looking for when a site is optimized for mobile.” –Icon Mobile
  19. 19. By 2013, more mobile phones than desktop computers will be using internet browsers.</li></li></ul><li>State of the Union<br />Trends – Mobile Devices<br />Mobile is not a fad<br />12-15%<br />4%<br />1-3%<br />.25%<br />PREDICTION: By the end of 2011, one third of your list may be reading your email on their phones.<br />SOURCE: YESMAIL 2010 “USER AGENT” TESTING<br />
  20. 20. State of the Union<br />Trends – Email on Mobile<br />Advanced HTML & CSS<br />Basic HTML<br />Text<br />
  21. 21. State of the Union<br />Trends – SMS<br />160 characters can be powerful.<br /><ul><li>SMS has nearly 80% mobile penetration and thus is most utilized by customers. </li></ul>Customers rarely ignore a text message. This presents an immense opportunity for marketers.<br /><ul><li>Immediate results!
  22. 22. Polls
  23. 23. Promo Blasts
  24. 24. Coupons
  25. 25. Order Confirmations
  26. 26. Email Acquisition
  27. 27. Account Alerts
  28. 28. Text for Info</li></li></ul><li>State of the Union<br />Trends – Video<br />DELIVERY<br />There are three methods for delivering video content via email:<br />Static image: A static image simply features a static imageof one of the frames of the video<br />Animated GIF: An animated or video gif uses a compressed, streamed animated gif to deliver video-quality content.<br />Embedded video: Currently Goodmail Systems is rolling out its CertifiedVideo service, which enables full video and audio, but only on the AOL platform. Yahoo making strides with JavaScript within email. <br />
  29. 29. State of the Union<br />Trends – Video<br />STATIC IMAGES<br />Use strong visual cues to indicate video to encourage subscribers to click through to web-hosted video.<br /><ul><li>Play buttons
  30. 30. Frames that look like YouTube, Windows Media or Quicktimevideo players
  31. 31. Video verbiage</li></ul>Benefits:<br /><ul><li> The least expensive of the three delivery options</li></ul>Disadvantages:<br /><ul><li> No movement to catch subscriber’s eye
  32. 32. Subscriber must click for video and audio</li></li></ul><li>State of the Union<br />Trends – Video<br />VIDEO GIF<br />A video gif uses a compressed,streamed animated gif to deliver video-quality content<br />Benefits:<br /><ul><li> Subscribers can preview video images
  33. 33. Grabs readers attention
  34. 34. Most reliable</li></ul>Disadvantages:<br /><ul><li> No audio
  35. 35. Low video quality
  36. 36. Deliverability issuesdue to file size</li></li></ul><li>State of the Union<br />Trends – Video<br />VIDEO GIF<br />A video gif uses a compressed,streamed animated gif to deliver video-quality content<br />Benefits:<br /><ul><li> Subscribers can preview video images
  37. 37. Grabs readers attention
  38. 38. Most reliable</li></ul>Disadvantages:<br /><ul><li> No audio
  39. 39. Low video quality
  40. 40. Deliverability issuesdue to file size</li></li></ul><li>State of the Union<br />Trends – Video<br />Embedded Video<br />Using Flash mostly you canembed video files that play within the email window itself<br />(soon JavaScript and HTML5may change the game)<br />Benefits:<br /><ul><li> User does not have to leaveemail window to watch video
  41. 41. Captures readers attention </li></ul>Disadvantages:<br /><ul><li> Limited autoplay, rely on back up image and linking
  42. 42. Will only work with a few emailclients, mostly Apple Mail </li></li></ul><li>State of the Union<br />Trends – Social<br />There are three ways to integrate social media and email marketing:<br />Social Linking – Simply linking to your company’s social page<br />Sharing – The ability to share specific content from your email on social networks<br />Dispatches – Taking content from social networks and inserting them into emails creating relevant and interesting content<br />
  43. 43. State of the Union<br />Trends – Social<br />Social Linking <br />Simply linking from your email to your company’s social page<br />
  44. 44. State of the Union<br />Trends – Social<br />Social Sharing <br />The ability to share specificcontent from your email on social networks<br />Sharing = Liking, Sharing or Tweeting<br />
  45. 45. State of the Union<br />Trends – Social<br />Social Dispatches <br />Taking content from social networks and inserting them into emails creating relevant and interesting content<br />
  46. 46. State of the Union<br />Mastering Email Marketing is Not Easy<br />WHY? <br /><ul><li>Consumers will receive 9000+ marketing messages annually by 2014 – that’s 25 a day!
  47. 47. Email is a mature channel
  48. 48. You aren’t just competing with companies in the same vertical, but with all companies in the email channel who are competing for your subscribers’ attention
  49. 49. Knowing basic best practices isn’t enough anymore, must consider:
  50. 50. Lifecycle marketing
  51. 51. Advanced strategies
  52. 52. Mobile, social, & video </li></li></ul><li>Aligning Creative Goals with Core Business Strategies<br />Take Creative To Infinity and Beyond<br />
  53. 53. Aligning Creative Goals with Core Business Strategies<br />Pre-Requisites<br />Know Your Audience<br />Plan Your Strategy<br />Define Your Measurement Success<br />
  54. 54. Aligning Goals and Strategy<br />Know Your Audience<br />Your Audience1. Who (demo, behavior, other needs) <br />2. What/Why (do they expect from you?)<br /> - Information - Breaking news<br /> - Loyalty discounts and promos<br /> - Singles matches<br /> - Weather<br />3. When <br /> - What are their RFM needs?<br /> - Do those change?<br /> - When might they need you most?<br />4. How do they prefer to hear from you? <br /> - Format (HTML, text, etc…)<br /> - Does that change by device/type of<br /> communication<br />5. Where are they viewing your email?<br /> - Desktop?<br /> - Mobile?<br /> - Tablet? <br />
  55. 55. Aligning Goals and Strategy<br />Know Your Audience<br />Audience Measurement<br />Using audience measurement technology will give you a true picture of who is interacting with you emails… the more you know the better you can target their behaviors and interests<br />
  56. 56. Aligning Goals and Strategy<br />Know Your Audience<br />Where are they reading your emails?<br />Understanding where and how your audience reads your emails can help you optimize and devise content strategies that work more broadly<br />71%<br />of email opens are on the<br />Computer<br />That’s 7 in 10 users<br />28%<br />of email opens are on a<br />Mobile Device<br />That’s 1 in 4 users<br />Source: Sample ReturnPath data<br />
  57. 57. Aligning Goals and Strategy<br />Know Your Audience<br />Where are they reading your emails?<br />Understanding where and how your audience reads your emails can help you optimize and devise content strategies that work more broadly<br />68%<br />18%<br />of mobile opens are on the<br />of mobile opens are on the<br />iPhone<br />iPad<br />That’s 2 in 3 users<br />That’s 1 in 5 users<br />Source: Sample ReturnPath data<br />
  58. 58. Aligning Goals and Strategy<br />Know Your Audience<br />Operating Systems Matter<br />Source: litmus.com blog: The Current State of Mobile Email Compatibility, May 2011<br />
  59. 59. Aligning Goals and Strategy<br />Know Your Audience<br />Click Maps and Heat Maps<br />Knowing how your audience reads and interacts with your communication; knowing exactly where their eye or mouse cursors go can help determine if your message is clear and readers are taking the correct CTA<br />
  60. 60. Aligning Goals and Strategy<br />Know Your Audience<br />Using Data to Incorporate Dynamic Content<br />Knowing more about your consumer and making content more relevant can pay off <br />
  61. 61. Aligning Goals and Strategy<br />Know Your Audience<br />Once you understand where your audience is reading their email, how they read it, why they read it… then you can start to plan a creative approach that meets your overall marketing goal.<br />There is no silver bullet, know your audience! Relevant content is still king.<br />
  62. 62. Aligning Goals and Strategy<br />Plan Your Strategy<br />ACQUIRE<br />CONVERT<br />GROW<br />RETAIN<br />REACTIVATE<br />What marketing programs will help you win back lost customers? <br />What marketing programs will help you capture new email addresses? <br />What marketing programs will help you convert prospects to customers?<br />What marketing programs will help you grow customer value? <br />What marketing programs will help you ensure customer loyalty? <br />SUSPECT<br />PROSPECT<br />CUSTOMER<br />ACTIVE CUSTOMER<br />RECAPTURED CUSTOMER<br />
  63. 63. Aligning Goals and Strategy<br />Define Your Measurement Success<br />Measure of success getting messages to your audience<br />Measure of subscriber interaction with campaign<br />Measure of financial impact<br />Bounce Rate<br />Open Rate<br />Revenue<br />bounces/emails sent<br />opens/emails delivered<br />revenue per campaign<br />Spam Complaint Rate<br />Click-Through Rate<br />Conversion Rate<br />spam complaints/emails delivered<br />total clicks/emails delivered <br />orders/visits<br />Inbox Delivery Rate<br />Click-to-Open Rate<br />Average Order Value<br />total clicks/total opens<br />revenue/bookings<br />emails that reach the inbox<br />Unsubscribe Rate<br />Revenue Per Email <br />unsubscribes/emails delivered<br />revenue/emails delivered<br />
  64. 64. From Strategy to Execution<br />Creative Best Practices that Drive Results! <br />
  65. 65. From Strategy to Execution<br />While a “Variation on a Rectangle”, Email is Not Print or the Web<br />a bit like print…<br /><ul><li>What works for print does not always translate well to email.
  66. 66. Recipients rarely see an email in its entirety, so information hierarchy is critical, with the most important information at the top, working down.
  67. 67. Images can help tell a story, but if they are too large and take too long to download, or they push the key points too far down along the page, or they are not properly alt-tagged, they hinder rather than help.</li></ul>a bit like web…<br /><ul><li>The principles of web design often apply to email, but with notable exceptions.
  68. 68. Width matters more than length.
  69. 69. In email, complex coding increases cost and production times as well as jeopardizes rendering and user experience.
  70. 70. In email, rich media including forms, scripting and Flash usually don’t render correctly... or at all</li></ul>Email is very much it’s own medium with it’s own set of rules… IF you follow best practice.<br />
  71. 71. From Strategy to Execution<br />The Email Inbox is Your Runway<br />You are invited to click“The email you send is the invitation. The website you drive them to is the party. The more beautifully crafted the invite, the better turnout the party will get.” <br /><ul><li> Corey Duncan, PulsePoint
  72. 72. Viewing an email is different from browsing online
  73. 73. Viewers are not necessarily looking for something
  74. 74. They need to be pulled more vigorously</li></li></ul><li>From Strategy to Execution<br />Email Anatomy 101 - Skeleton<br /><ul><li>Preheader
  75. 75. Header
  76. 76. Navigation
  77. 77. Table of Contents
  78. 78. Primary Message
  79. 79. Submessage(s)
  80. 80. Siderail
  81. 81. Recovery Module
  82. 82. Footer</li></li></ul><li>From Strategy to Execution<br />Email Anatomy 101 – Subject Line & Pre-Header (Snippet Text) <br />Snippet text appears in Outlook and Gmail<br />Only 21% of major retailers have optimized their email for snippet<br />
  83. 83. From Strategy to Execution<br />Email Anatomy 101 – Pre-Header<br />
  84. 84. From Strategy to Execution<br />Email Anatomy 101 – Pre-Header<br />The preheader is the usually-small and subdued text blurb at the top of an email that includes some combination of the below:<br /><ul><li>Content teaser snippet(s)
  85. 85. View with images/view mobile version prompt
  86. 86. Add to address book or ensure future delivery prompt</li></ul>Preheaders can be used to:<br /><ul><li>Reinforce the subject line and highlight the primary message of the email
  87. 87. Extend the subject line and highlight secondary messages in the email
  88. 88. Feature calls-to-action not present anywhere else in the email</li></ul>OLD<br />NEW<br />
  89. 89. From Strategy to Execution<br />Email Anatomy 101 – Header & Navigation<br />
  90. 90. From Strategy to Execution<br />Email Anatomy 101 – Header & Navigation <br />SMART<br />HOT<br />
  91. 91. From Strategy to Execution<br />Email Anatomy 101 – Header & Navigation<br />Your header and navigation should change based on message content<br />
  92. 92. From Strategy to Execution<br />Email Anatomy 101 – Primary Message<br />
  93. 93. From Strategy to Execution<br />Email Anatomy 101 – Primary Message<br />WEBSITE<br />Balance imagery and text<br />Include prominent call-to-action<br />Link to matching web page for increased conversion<br />EMAIL<br />
  94. 94. From Strategy to Execution<br />Email Anatomy 101 – Sub-Messages<br />
  95. 95. From Strategy to Execution<br />Email Anatomy 101 – Sub-Messages<br />Use visual prompts like color, headlines, imagery and graphics to guide viewers’ gaze<br />Test submessage count tolerance<br />SIDERAIL<br />LAYERCAKE<br />
  96. 96. From Strategy to Execution<br />Email Anatomy 101 – Sub-Messages<br />Test submessage count tolerance – not just once, but periodically<br />Be aware of the law of diminishing returns; sometimes, less is more<br />YIKES!<br />
  97. 97. From Strategy to Execution<br />Email Anatomy 101 – The Recovery Module & Footer<br />
  98. 98. From Strategy to Execution<br />Email Anatomy 101 – The Recovery Module & Footer<br />Recovery Module<br />The final outpost; acts as a catch-all<br />Include alternate content links<br />Add incentives to inspire engagement<br />Footer<br />Include subscription management links<br />Include forward to a friend<br />Ensure CAN-SPAM compliance<br />“<br />Just in case you were <br />totally bored by everything else,<br />here’s some other stuff…<br />”<br />
  99. 99. From Strategy to Execution<br />Email Anatomy 101 – The Gift Services Footer<br />Umbrella your GSF with a benefits-focused headline<br />Use equi-sized modules for easy last-minute message swap-outs<br />Link to your website gift center — it’s a great catch-all for gift givers<br />Promote gift cards — they’re so hot right now<br />Surface gift services — the unique ways you help make holiday shopping easy<br />Detail order-by dates, particularly as we approach mid-December<br />Dynamically generate local retail store info to drive brick-and-mortar traffic<br />HOT <br />HOLIDAYTIP<br />
  100. 100. From Strategy to Execution<br />Email Anatomy 101 – The Gift Services Footer<br />HOT <br />HOLIDAYTIP<br />
  101. 101. From Strategy to Execution<br />Design – Landing Pages<br />If an email is your “invite,” then the party it leads to should be an equally experiential destination for your audience. <br />A well-designed email draws the customer to your brand; a well-designed landing page is where you full engage them with your brand and offerings. <br />Tightly coupled email and landing page combinations can be an effective means to increase conversion<br />
  102. 102. From Strategy to Execution<br />Design – Landing Pages<br />WEBSITE<br />EMAIL<br />
  103. 103. From Strategy to Execution<br />Design – Getting Your Message Seen<br />Group content in separate modules<br />Include clear content section headers<br />Place imagery in an “S-curve” to guide gaze across and down page<br />Use button treatment for primary call-to-action<br />Include alternate HTML text calls-to-action<br />For longer-form mails, include a TOC<br />
  104. 104. From Strategy to Execution<br />Design – Modular Makes Creatives Easy to Optimize and Test<br />A library of flexible creative elements from which REI builds a range of message configurations<br />One flexible template.<br />Three configurations! <br />Now that’s smart design.<br />
  105. 105. From Strategy to Execution<br />Copy – Getting Your Message Read<br />Be brief, you have 2-5 seconds<br />Keep copy focused<br />Use bullet points<br />Make call-to-action clear and direct<br />
  106. 106. From Strategy to Execution<br />Copy – Getting Your Message Read<br />Before<br />Hello James, <br />This Saturday is your last chance <br />to register for the Email Evolution<br />Conference. This year you’ll see<br />how to craft email copy, grade <br />your emails and learn about <br />activation strategy.<br />After<br />Hi James! <br />Email Evolution Conference:<br />Last Chance to Register by Saturday<br />See how to:<br />Craft email copy<br />Grade your email designs<br />Learn about activation strategy<br />
  107. 107. From Strategy to Execution<br />Copy – Getting Your Message Read<br />Headlines should be short and catchy<br />Your headlines should work with your calls-to-action (because that’s all people read anyway!)<br />Example: Liquid AssetsShop Fluid Outfits »<br />
  108. 108. From Strategy to Execution<br />Copy – Getting Your Message Read<br />Effective Calls-to-Action are Key! <br />Recipients want to know where you’re taking them<br />“Read more” is vague<br />Use more descriptive action words:<br />Shop shoes now<br />Sign up!<br />See it now<br />Get in there!<br />Check it out!<br />Buy now<br />
  109. 109. From Strategy to Execution<br />Copy – Subject Lines<br />Personalization<br /><ul><li>You had 1 guestbook signature this year, Alexanne (Classmates)</li></ul>Branding<br /><ul><li>Moosejaw Daily Madness (Moosejaw)</li></ul>Product/Category<br /><ul><li>A&F Premium Jeans (Abercrombie)
  110. 110. Find the Perfect Party Dress (Nordstrom)</li></ul>Benefit<br /><ul><li>Exclusive Online Offers. More Than $3,200 In Savings (Costco) </li></ul>Seasonal hooks<br /><ul><li>Get on this Autumn's Floral Trend with a fragrant offer (Johnnie Boden) </li></ul>Urgency/Deadlines <br /><ul><li>EXTRA 10% OFF: 1-Day Shoe Sale - Now Up To 70% Off! (Bluefly)</li></ul>Other key words<br /><ul><li>Great Value: Exclusive Cuisinart 9-Speed Hand Mixer (Williams-Sonoma) </li></li></ul><li>From Strategy to Execution<br />Copy – Subject Lines<br />Subject lines of less than 60 characters proved best for optimizing open rates<br />Outfits now, outfits later. (Anthropologie) <br />Click, click-to-open, and conversion rates are optimized by subject lines of over 70 characters<br />Matte skin is in! FREE shipping with Benefit's NEW matte-finish loose<br />powder, material girl. (Benefit Cosmetics)<br />
  111. 111. From Strategy to Execution<br />Copy – Subject Lines<br />Epsilon Study:<br />“Rethinking the Relationship between Subject Line Length and Email<br />Performance: A New Perspective on Subject Line Design”<br />Subject line length isn’t as important as commonly thought<br />Order of the information is more important<br />SL1: “This weekend only at your local Acme Store, special savings on Ladies Apparel!”time > brand > benefit > category<br />SL2: “Special savings on Ladies Apparel at your local Acme Store this weekend only!”benefit > category > brand > time<br />Test into length and order!<br />
  112. 112. From Strategy to Execution<br />Before You Push Send…<br /><ul><li>Ask yourself, “Is this email truly compelling?”
  113. 113. What is this about?
  114. 114. Why should my subscribers care?
  115. 115. What do they do about it?
  116. 116. Consider the above-the-fold mark and the preview pane
  117. 117. Include a good balance of images and text
  118. 118. Provide clear primary and alternate calls-to-action
  119. 119. Throw in a few bells and whistles
  120. 120. Personalize
  121. 121. Leverage dynamic content
  122. 122. Feature user-generated content</li></li></ul><li>From Strategy to Execution<br />Testing and Optimization<br />Keys to creative testing<br />Test constantly<br />Make tests controlled and easy to understand<br />Use results to inform the design process<br />Creative test ideas:<br /><ul><li>Subject lines
  123. 123. Copy length
  124. 124. Call-to-action treatments
  125. 125. Prices and product names
  126. 126. Photography
  127. 127. Bells and whistles
  128. 128. Personalization
  129. 129. Landing pages </li></li></ul><li>From Strategy to Execution<br />Testing and Optimization - Example<br />Version A<br />Version A<br />Pillsbury Email Newsletter<br /><ul><li>Selected random test groups
  130. 130. Testing occurred over a three month period
  131. 131. Tested with every email send until all the main components were performing at the highest level
  132. 132. We’ll look at the two most significant tests</li></ul>Feature<br />Feature<br />Promo<br />Promo<br />
  133. 133. From Strategy to Execution<br />Testing and Optimization - Example<br />Version A<br />Version A<br />THE FIRST COURSE<br />Test 1 was an A/B split betweentwo versions of the feature andtwo versions of promo spots<br />Feature<br />Feature<br />Promo<br />Promo<br />
  134. 134. From Strategy to Execution<br />Testing and Optimization - Example<br />Version B<br />Version B<br />THE FIRST COURSE<br />Test 1 was an A/B split betweentwo versions of the feature andtwo versions of promo spots<br /><ul><li>New promo spot had 95% increase in gross clicks
  135. 135. Feature performed slightly better in old version
  136. 136. Overall, the two versions were flat on interaction due to fewer feature clicks</li></ul>Feature<br />Feature<br />Promo<br />Promo<br />
  137. 137. From Strategy to Execution<br />Testing and Optimization - Example<br />THE SECOND COURSE<br />Test 2 was an A/B/C/D split between four versions of the feature area<br />Feature Version A<br />Feature Version B<br />Feature Version C<br />Feature Version D<br />
  138. 138. From Strategy to Execution<br />Testing and Optimization - Example<br />THE SECOND COURSE<br /><ul><li>Version C feature area generated 3.5 % more clicks than the second place design and 5.2% more clicks than the control
  139. 139. Version C also led all of the tests in overall interaction and click rates</li></li></ul><li>From Strategy to Execution<br />Testing and Optimization - Example<br />THE REVIEWS<br /><ul><li>Overall interaction rate with new design was 70% higher than old design
  140. 140. Pick and choose the best of the best
  141. 141. Full-scalethe creative tests that do well
  142. 142. Continue to tweak and test content that is not performing as well
  143. 143. Apply test learnings to other platforms as appropriate</li></li></ul><li>Winners and Losers<br />P.F. Changs<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  144. 144. Winners and Losers<br />LinkedIn<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  145. 145. Winners and Losers<br />Mont Blanc<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  146. 146. Winners and Losers<br />American Girl<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  147. 147. Winners and Losers<br />Banana Republic<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  148. 148. Winners and Losers<br />Domino’s<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  149. 149. Winners and Losers<br />Tide<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  150. 150. Winners and Losers<br />Bally Total Fitness<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />
  151. 151. Winners and Losers<br />REI<br />What challenges and opportunities does this mail present?<br />What was done well?<br />What could be improved?<br />What testing opportunities do you see?<br />

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