StrongMail Ultimate Email Marketing Champion | DMA10


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Back by popular demand, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2010 in San Francisco. Watch email marketers from Travelocity, Shockwave Games, and Hautelook battle it out for the best email marketing campaign and decide who you think has earned the crown of Ultimate Email Champion.

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  • Role: Director Customer Marketing StrategyUnique strategy used: Triggered fare discount alertsObjective: Convert shoppers to bookersJudo move: Churn through mass amounts of data to find relevant deals
  • Company: MTV Networks, Shockwave for Today!Role: Director of Community PlatformsUnique Strategy: Member educationObjective: Drive member retention through education Judo Move: Turn members into gaming addicts
  • Role: Director, Member EngagementUnique Strategy: Keeping members engaged by making each touch point a relevant one.Campaign Objective: Consistently delivering over one emails to the inbox, within the same 10 minute window every day.Judo Move: Create a virtual stampede at 8 AM every day for members to explore an entirely new shopping experience.
  • StrongMail Ultimate Email Marketing Champion | DMA10

    1. 1.
    2. 2.
    3. 3. THE RULES<br />Weight Classes:<br />Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers<br />HEAVYWEIGHT<br />
    4. 4. THE RULES<br />Bout Duration:<br />60 Minutes(or until somebody says uncle)<br />Fouls: <br /><ul><li> Boring the Audience
    5. 5. Physical Abuse (Verbal Abuse is Encouraged)
    6. 6. Audience Not Asking Questions</li></li></ul><li>THE RULES<br />How to Win: <br />Convince the audience that you are the…<br />
    7. 7. THE FIGHTERS<br />
    8. 8. THE FIGHTERS<br />
    9. 9. THE FIGHTERS<br />
    10. 10. LET’S BATTLE!<br />
    11. 11. THE BUSINESS<br />Company: Travelocity<br />Industry: Travel and Hospitality<br />Industry Size: Considered the worlds largest industry<br />Product: One of the largest and most respected online travel companies selling Vacation Packages, Flights, Hotels, Cars Rentals, Cruises, etc.<br />Size: US Travel and Hospitality: 232 BILLION<br />Employees: 3,000<br />Target Market: Lovers of Gnomes and their Travel Companions worldwide.<br />Years of email experience: 10<br />
    12. 12. THE CAMPAIGN<br />Campaign Objective: Convert Active Shoppers to “Purchasers”<br />Campaign Strategy: Promote city Pairs that are X% less that the average fare sold for each city pair in the last X Days.<br />Key Metrics Tracked: Open rate, Click Thru Rates and Conversions!.<br />Definition of Success:<br />Year over Year Bookings Growth<br />
    13. 13. THE CAMPAIGN<br />Description<br /><ul><li>Promote city pairs that are X% less than the average fare sold for each city pair in the last X days</li></ul>Goal<br /><ul><li>Convert purchase</li></ul>Trip Lifecycle<br /><ul><li>Pre-Purchase</li></ul>Target Audience<br /><ul><li>Active lookers in last X days who didn’t book their trip</li></ul>Frequency<br /><ul><li>Daily</li></li></ul><li>THE CAMPAIGN<br />Why it works<br /><ul><li>Leverages triggered alerts
    14. 14. Integration of relevant cross-sell offers
    15. 15. Built in search functionality</li></ul>Results<br /><ul><li>Responsible for X% of all emails sent BUT 8x% of bookings
    16. 16. 2-3x of average email open and click through rates</li></ul>What’s Next<br /><ul><li>Creative refresh and testing
    17. 17. Reduced noise for select customers
    18. 18. Further refinement of deals/offer engine</li></li></ul><li>THE CAMPAIGN<br />What’s Next<br /><ul><li>Creative refresh and testing
    19. 19. Reduced noise for select customers
    20. 20. Further refinement of deals/offer engine</li></li></ul><li>TAKE YOUR SHOT<br />
    21. 21. THE BUSINESS<br />Company: Shockwave<br />Industry: Online Gaming<br />Industry Size: One of the fastest industries in the US<br />Product: Free and Paid for Gaming Content<br />Employees: 200<br />Target Market: Males 18-24, females 30-48.<br />Years of email experience: 7<br />
    22. 22. THE CAMPAIGN<br />Campaign Objective: New Member Education<br />Campaign Strategy: Leverage welcome series to Avoid overwhelming new users with site features<br />Key Metrics Tracked: Member Log-ins<br />Definition of Success:<br />Member retention and conversion to paid member or purchaser of content<br />
    23. 23. THE CAMPAIGN<br />Email #1 in Series: Validation<br /><ul><li>Validate email
    24. 24. Confirm Newsletter Sub
    25. 25. Direction on Account Management
    26. 26. Profile Set up
    27. 27. Loyalty Program – Tokens</li></li></ul><li>THE CAMPAIGN<br />Email #2 in Series: Welcome 1<br /><ul><li>1 Week post Joining
    28. 28. Touts Features
    29. 29. Game Suggestions
    30. 30. Loyalty</li></li></ul><li>THE CAMPAIGN<br />Email #3 in Series: Welcome 2<br /><ul><li>2 Weeks post Joining
    31. 31. Solicits User generated content
    32. 32. Game Suggestions
    33. 33. Loyalty</li></li></ul><li>THE RESULTS<br /><ul><li>Enhance User Experience
    34. 34. Increase Page Views
    35. 35. Increase ROI</li></li></ul><li>TAKE YOUR SHOT<br />
    36. 36. THE BUSINESS<br />Industry: Online retail flash sales<br />HauteLook: The future of retail: Limited-time sale events of great brands for women, men, kids, home and beauty, all at 50-75% off.<br />Founded: December 2007<br />Size: Over 3 million members<br />Employees: 200 in Los Angeles, NYC and Chicago<br />Target Market: Young, affluent shopping enthusiasts who have a strong sense of style and love a great deal!<br />Years of email experience: 10<br />
    37. 37. THE BUSINESS<br />Campaign Objective: Successfully deliver the daily HauteLook event notification email to over 1 million members within the same 10 minute window every day.<br />Campaign Strategy: Keep members engaged every day by delivering relevant content based on member lifecycle segment and categories of interest<br />Key Metrics Tracked: Logins to Site, Opens, Inbox Delivery Rate, SSC Compliance Metrics, Delivery Time<br />Definition of Success:<br />Member retention and conversion to paid member or purchaser of content<br />
    38. 38. THE CAMPAIGN<br />Micromanage email deliverability and suppress high risk member segments who deliver low ROI (Deadweights)<br />
    39. 39. THE CAMPAIGN<br />Understand key milestones in our member lifecycle and trigger email offers to activate/reactivate them.<br /><ul><li>Opens
    40. 40. Clicks
    41. 41. Complaints</li></li></ul><li>THE CAMPAIGN<br />Deliver targeted versions of the daily emails based on members category of interest. – Leverage WOM<br />
    42. 42. THE CAMPAIGN<br />Lift in Open Rates and CTRs for targeted vs non-targeted<br /><ul><li> ~12% increase in opens
    43. 43. 25% increase in clicks/logins</li></ul>Email Inbox Delivery Rate<br />SSC Reputation Score<br />
    44. 44. TAKE YOUR SHOT<br />
    45. 45. TIME TO VOTE<br />