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Sponsored by:
#Sherpa16
Ask questions and join the conversation:
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Top Takeaways of MarketingSherpa Summit 2016
Sponsored by:
#Sherpa16
Ask questions and join the conversation:
Sponsored by:
319 Applications
16
Hours
of Content 4 Award Winners
1 hour distilled from …
Daniel Burstein
Director of Editorial Content
MarketingSherpa
@DanielBurstein
Sponsored by:
Sponsored by:
Courtney Eckerle
Editorial Content Manager
MarketingSherpa
@courtneyeckerleSponsored by:
Sponsored by:
Shelby Dorsey
Reporter
MarketingSherpa
Sponsored by:
Sponsored by:
The 7 Most Challenging Issues for Marketing Departments
Most challenging
Source: MarketingSherpa Marketer Pr...
Sponsored by:
Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Preferred Ways of Receiving Updates and...
Sponsored by:
Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Top 7 Ways of Discovering New Products
...
Sponsored by:
15%
15%
17%
20%
24%
37%
47%
In-person conversations
None
Billboards
Text message
Radio ads
Email on my smart...
Sponsored by:
Abby See
Senior Director, Online Marketing
Sunrise Senior Living
Sponsored by:
The Sunrise Senior Living community
• 26,000 residents in North America
• 3,000 residents in the United King...
Sponsored by:
50%of customers have an urgent or
immediate need …
Sponsored by:
… And have to move their loved
one into senior living within
30 days.
Sponsored by:
The approach
1
2
3
4
Convert website to responsive design
Conduct user testing to discover pain points
Launc...
Sponsored by:Sponsored by:
Sponsored by:
RESULTS
61% survey completion rate
• 6% of questionnaire completers
requested to be contacted by a Sunrise
r...
Sponsored by:
Karen Thomas-Smith
Vice President, Provider Marketing
and Reference Management
Optum
Sponsored by:
Sponsored by:
Sponsored by:
Sponsored by:
Quality
Patient
Access
Medical
Necessity
Reimbursement
Financial and
Clinical Analytics
Population Health
Ma...
Sponsored by:
Client learning and relationships
Sponsored by:
Landing Pages
PRIMARY CONTENT
Banner
Ads
Blog Series
Email Templates
Optum.com/PURL
Reimagining content
SUPP...
Sponsored by:
Content machine
Sponsored by:
Results to-date
• An integrated campaign that has generated over 12,000,000 impressions
• More than 10,000 d...
Sponsored by:
Sponsored by:
Sponsored by:
Torin Gilkey
Manager of Digital Marketing
Boston Children’s Hospital
Sponsored by:
Sponsored by:
The Challenge – Complexity of website
• 15,000+ pages
• 4 blogs
• 200+ content editors
Sponsored by:
Before and After – Improved navigation
Sponsored by:
New mobile experience
Sponsored by:
Bruce Duesterhoeft
Manager, Online Fundraising
Consumer Reports
Dawn Nelson
Director, Fundraising
Consumer R...
Sponsored by:
Blog challenge
• Contest posted on
MarketingExperiments and
Convince & Convert blogs
• Followers were challe...
Sponsored by:
Tested value factors
1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4
?????
Audience...
Sponsored by:
Tested value factors
1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4 Consumer empow...
Sponsored by:
Test 1: Treatments
Control: Mixed value proposition Treatment 1: Honest and unbiased
reporting
Treatment 3: ...
Discover BlueHornet
Sponsored by:
Test 1: Results
Every treatment underperformed against the Control
Clickthrough Rate Relative Difference Lev...
Sponsored by:
Best-performing treatment
3 Quality of research
Ahnna Pildysh
Product marketing freelancer
Malaspina Labs
Co...
Sponsored by:
Challenge the status quo
“Challenge what you think you know… You can learn as much from the ‘losers’ as you
...
Sponsored by:
Session Title
Takeaway #2: Reward your customers
Sponsored by:
Charles Duhigg
Author of “The Power of
Habit” and Senior Editor at
The New York Times
Sponsored by:
Sponsored by:
Flint McGlaughlin
Managing Director and CEO
MECLABS Institute
Sponsored by:
Sponsored by:
Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get...
Sponsored by:
Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get...
Sponsored by:
Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get...
Sponsored by:
Julia Fox
Marketing Manager
NakedWines.com
Sponsored by:
Sponsored by:
First Order
Angel
Waiting List
Immature
Angel
Mature
Angel
NakedWines.com funnel
Sponsored by:
First Order
Angel
Waiting List
Immature
Angel
Mature
Angel
NakedWines.com funnel
Perfect training
ground for...
Sponsored by:
Landing page
Summarize steps
Replicate progress bar
Incentive reminder
Sponsored by:
Email 3 – Download app
Sponsored by:
Onboarding for lifetime value (after August 2014)
Successful Outcome: Lifetime value increased 28% after rol...
Sponsored by:
Session Title
Takeaway #3: Experiment with new ways
of storytelling
Sponsored by:
Dan Briscoe
Vice President of Marketing
HCSS
Sponsored by:
Sponsored by:
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10
90,000
50,000
0
Results – 880% increase in Web visits
Feb...
Sponsored by:
How do we get customers
to share their stories?
Sponsored by:
Sponsored by:
Create a competition between projects
versus
A bracket-style tournament of customer-submitted
projects: “The...
Sponsored by:
Results
292,000 votes
125 countries
3,584 cities in U.S.
96,000 new users
633% lift in social media traffic
Sponsored by:
Clark Cummings
Senior Manager of Member
Marketing
Marriott International
Sponsored by:
Sponsored by:
Before After
Sponsored by:
Sponsored by:
Sponsored by:
Sponsored by:
Historical view of December mailings
Sponsored by:
Danny Gavin
Vice President, Director of Marketing
Brian Gavin Diamonds
Sponsored by:
Sponsored by:
Jewelry
Suppliers
Big-Box
Retailers
Department
Stores
Ecommerce
Stores
Chain
Jewelry
Stores
Local
Jewelry
St...
Sponsored by:
We needed a cost-
effective method
that could help us
stand out amongst
the competition.
Sponsored by:
Sponsored by:
Vine strategies
1
2
3
Don’t oversell
Be true to the platform
Be timely and relevant
Distill4
Sponsored by:Sponsored by:
Sponsored by:
Ideally images
have no borders
or background
Sponsored by:
Sponsored by:
Results – Email with Vine-
related content
What You Need to Understand: Vine content
can be and should be re...
Sponsored by:
What You Need to Understand: There are no direct links in the Vine platform.!
Results – Website
13% YOY incr...
Sponsored by:
Morgan Spurlock
Academy Award-nominated Director and
Producer of CNN’s “Inside Man”
Sponsored by:
Sponsored by:
Session Title
Takeaway #4: Enable your community of
customers
Sponsored by:
Cambria Jacobs
Vice President of Marketing and
Customer Service
Door to Door Organics
Sponsored by:
Sponsored by:
#joydelivered
Sponsored by:
Sponsored by:
Engage customers with content
Create compelling content that resonates with fans
Sponsored by:
Results: Social media fan growth
The team achieved 500% growth on social media platform
presence, which incl...
Sponsored by:
Baxter Denney
Vice President, Growth Marketing
New Relic
Sponsored by:
Sponsored by:
Sponsored by:
Social billboards
Step 1. Photo booth Step 2. Digital billboards
Step 3. Share socially on
Twitter
Sponsored by:
Sponsored by:
Results
• 200+ retweets and 400+ likes for the billboard social posts
• 14% participation rate for attendees
How can we keep the
social success of this
campaign going?
Sponsored by:
Sponsored by:
Digital billboard Tweet
Outdoor billboards
From virtual … to physical
Tiny billboards
Sponsored by:
Creating brand love … that gets shared
Sponsored by:
Results
14% participation rate for attendees
30% increase in social mentions at FutureStack
213% increase in...
Sponsored by:
Morgan Kazan
Senior Marketing Manager
DonorsChoose.org
Sponsored by:
Sponsored by:
DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5M
Partners
$3...
Sponsored by:
DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5M
Partners
$3...
Sponsored by:
Transactional Email: How we drive repeat business
Receipt: “Your receipt (and your
employer's matching form)...
Sponsored by:
Transactional Email: How we drive repeat business
Thank You Note:
“Ms. Clark’s letter to you”
Ship Notificat...
Sponsored by:
Transactional Email: How we drive repeat business
Classroom Photos:
“Mrs. Kuhn just shared photos with you”
...
Sponsored by:
Alerts and Notifications: How we drive repeat business
Favorite teacher alert:
“Mrs. Kraiza’s new idea for h...
Sponsored by:
Session Title
Takeaway #5: Don’t overlook the nuts and
bolts
Sponsored by:
Laz Tyrekidis
Digital Marketing and Audience Director
Metropolis International Group
Sponsored by:
Sponsored by:
Blacklist
• Email servers got blacklisted – All email activity
was suspended
‒ IP address was listed on an a...
Sponsored by:
Database cleansing
• Clean Email
Addresses: 98.02%
‒ Reduced bounces
‒ Improved deliverability
‒ Excellent S...
Sponsored by:
List Segmentation
• Types of Email Campaigns
‒ Editorial Newsletters
‒ Marketing campaigns
‒ Events/Exhibiti...
Sponsored by:
• Reached inactive contacts:
‒ Audience who haven’t opened or clicked any
of our email campaigns in the last...
Sponsored by:
Email Templates: Before
Desktop Mobile
Not mobile responsive
Right sidebar
Sponsored by:
Email Templates - After
• Clean HTML & CSS Code
• Fresh Design
• 100% Mobile Responsive
MobileDesktop
0.00%
...
Sponsored by:
Send Time Optimization
• Stats from January 2014 – September 2014
• 3,500 Email Campaigns
• Send Time: 7am –...
Sponsored by:
Subject Line Optimization
• A/B Split Testing
• Daily Newsletter
• Prefix Testing
‒ “Top Story:”
‒ “Don’t Mi...
Sponsored by:
60% increase in email opens
8% increase in online revenue
90% increase in traffic coming from the email
camp...
Sponsored by:
Bart Thornburg
Senior Manager of Email Marketing
WeddingWire
Sponsored by:
Sponsored by:
70%
Mobile Opens
30%
Desktop
Opens
WeddingWire users are social
• Active Social Community: Great Social Cont...
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Before
• Great content-specific CTAs
• Link directly to site
• No specific Social CTAs
More than
24 million
...
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After
• Our audience is already
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wedding inspiration and
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• ...
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Top Takeaways of MarketingSherpa Summit 2016

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At MarketingSherpa Summit 2016, marketers came together from across the world to discuss and discover what works in digital marketing. With topics featuring Email & Mobile, Content & Social and Digital & Data, brand-side marketers and industry experts took the stage to share their case studies, insights and actionable takeaways.

Daniel Burstein, Courtney Eckerle and Shelby Dorsey — all from the MarketingSherpa Editorial Team — will discuss the most inspirational and actionable lessons from this year's event.

They'll cover the top takeaways from Summit to help you:

∙ Use social media and email to engage your customers
∙ Produce content within your everyday company cycle
∙ Cement a customer-centric strategy
∙ Use testing to improve and optimize
∙ Act on data to improve marketing performance

Published in: Marketing
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Top Takeaways of MarketingSherpa Summit 2016

  1. 1. Sponsored by: #Sherpa16 Ask questions and join the conversation:
  2. 2. Sponsored by: Top Takeaways of MarketingSherpa Summit 2016
  3. 3. Sponsored by: #Sherpa16 Ask questions and join the conversation:
  4. 4. Sponsored by: 319 Applications 16 Hours of Content 4 Award Winners 1 hour distilled from …
  5. 5. Daniel Burstein Director of Editorial Content MarketingSherpa @DanielBurstein Sponsored by:
  6. 6. Sponsored by: Courtney Eckerle Editorial Content Manager MarketingSherpa @courtneyeckerleSponsored by:
  7. 7. Sponsored by: Shelby Dorsey Reporter MarketingSherpa Sponsored by:
  8. 8. Sponsored by: The 7 Most Challenging Issues for Marketing Departments Most challenging Source: MarketingSherpa Marketer Practices SurveyN = 434 Less challenging 1 Size of marketing budget 2 Inadequate staffing resources and expertise 3 Acting on data to improve marketing performance 4 Limited ability to develop content 5 Ability to target recipients 6 Technology 7 Design and management of experiments and A/B tests Sponsored by:
  9. 9. Sponsored by: Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021 Preferred Ways of Receiving Updates and Promotions 8% 9% 15% 17% 20% 24% 28% 38% 49% 54% I prefer not to receive any company updates or promotions Attend local events Download a mobile app Receive via text messages Follow on social media Subscribe to receive emails at a predetermined frequency (chosen by the brand) Receive at the physical store Visit the company's website when I want updates and promotions Subscribe to receive emails at a frequency I choose Receive in the mail 60% total* *We asked participants to “Select all that apply,” which allowed them to pick more than one option. The total number reflects unique responses. Sponsored by:
  10. 10. Sponsored by: Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021 Top 7 Ways of Discovering New Products 26% 27% 27% 34% 47% 57% 59% Customer reviews on the company's site Through online advertising Through offline advertising (e.g., ad in the newspaper, billboard, TV ad) Articles in print magazines/newspapers Using a search engine Word-of-mouth from friends, family, colleagues In-store browsing Sponsored by:
  11. 11. Sponsored by: 15% 15% 17% 20% 24% 37% 47% In-person conversations None Billboards Text message Radio ads Email on my smartphone Print ads Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021 Top 7 Preferred Methods of Communicating With Companies When Away From Computer Sponsored by:
  12. 12. Sponsored by: Abby See Senior Director, Online Marketing Sunrise Senior Living
  13. 13. Sponsored by: The Sunrise Senior Living community • 26,000 residents in North America • 3,000 residents in the United Kingdom • 304 senior living communities total Sponsored by:
  14. 14. Sponsored by: 50%of customers have an urgent or immediate need …
  15. 15. Sponsored by: … And have to move their loved one into senior living within 30 days.
  16. 16. Sponsored by: The approach 1 2 3 4 Convert website to responsive design Conduct user testing to discover pain points Launch a ‘Care Questionnaire’ Integrate lead generation campaigns
  17. 17. Sponsored by:Sponsored by:
  18. 18. Sponsored by: RESULTS 61% survey completion rate • 6% of questionnaire completers requested to be contacted by a Sunrise representative • 8% lift in users to the questionnaire through targeted paid media campaigns Completion Rate:
  19. 19. Sponsored by: Karen Thomas-Smith Vice President, Provider Marketing and Reference Management Optum Sponsored by:
  20. 20. Sponsored by:
  21. 21. Sponsored by:
  22. 22. Sponsored by: Quality Patient Access Medical Necessity Reimbursement Financial and Clinical Analytics Population Health Management Aligned Incentives Providing Care Clinical Care Coding and Documentation Care Delivery Model Managing Health Prepare for Change Optimize Performance Invest New Capital Patient Satisfaction Cost Navigating the journey from providing care to managing health
  23. 23. Sponsored by: Client learning and relationships
  24. 24. Sponsored by: Landing Pages PRIMARY CONTENT Banner Ads Blog Series Email Templates Optum.com/PURL Reimagining content SUPPLEMENTAL CONTENT
  25. 25. Sponsored by: Content machine
  26. 26. Sponsored by: Results to-date • An integrated campaign that has generated over 12,000,000 impressions • More than 10,000 downloads of gated content • Results that have surpassed the team's goals by 250% • Over $120 million in sales pipeline creation to date
  27. 27. Sponsored by:
  28. 28. Sponsored by:
  29. 29. Sponsored by: Torin Gilkey Manager of Digital Marketing Boston Children’s Hospital Sponsored by:
  30. 30. Sponsored by: The Challenge – Complexity of website • 15,000+ pages • 4 blogs • 200+ content editors
  31. 31. Sponsored by: Before and After – Improved navigation
  32. 32. Sponsored by: New mobile experience
  33. 33. Sponsored by: Bruce Duesterhoeft Manager, Online Fundraising Consumer Reports Dawn Nelson Director, Fundraising Consumer Reports Sponsored by:
  34. 34. Sponsored by: Blog challenge • Contest posted on MarketingExperiments and Convince & Convert blogs • Followers were challenged to craft value messaging for the first email test • We received 54 submissions from marketers around the world
  35. 35. Sponsored by: Tested value factors 1 Honest and unbiased reporting 3 Personal impact2 Quality of research 4 ????? Audience-submitted focus
  36. 36. Sponsored by: Tested value factors 1 Honest and unbiased reporting 3 Personal impact2 Quality of research 4 Consumer empowerment
  37. 37. Sponsored by: Test 1: Treatments Control: Mixed value proposition Treatment 1: Honest and unbiased reporting Treatment 3: Quality of researchTreatment 2: Personal impact Treatment 4: Consumer empowerment
  38. 38. Discover BlueHornet
  39. 39. Sponsored by: Test 1: Results Every treatment underperformed against the Control Clickthrough Rate Relative Difference Level of Confidence Control – Mixed value proposition 1.2% N/A N/A Treatment 1 – Honest/unbiased reporting 0.9% -25.2% 99% Treatment 2 – Personal impact 1.0% -22.0% 99% Treatment 3 – Quality of research 1.2% -6.7% 85% Treatment 4 – Consumer empowerment 0.9% -29.2% 99%
  40. 40. Sponsored by: Best-performing treatment 3 Quality of research Ahnna Pildysh Product marketing freelancer Malaspina Labs Congratulations to… “Since Treatment 3 themed around ‘quality of research’ was second to the control in terms of clickthroughs and donations, I learned that this theme resonates and is one we haven't emphasized as much in past communications and perhaps could emphasize more in our future messages, along with product testing.” – Dawn Nelson, Director of Fundraising, Consumer Reports
  41. 41. Sponsored by: Challenge the status quo “Challenge what you think you know… You can learn as much from the ‘losers’ as you can from the ‘winners.’” – Dawn Nelson Director of Fundraising, Consumer Reports “Marketers need to leave their ego at the door and look at their messaging with a different eye. Our instincts are not always the consumers’.” – Bruce Duesterhoeft Program Manager, Online Fundraising, Consumer Reports
  42. 42. Sponsored by: Session Title Takeaway #2: Reward your customers
  43. 43. Sponsored by: Charles Duhigg Author of “The Power of Habit” and Senior Editor at The New York Times Sponsored by:
  44. 44. Sponsored by: Flint McGlaughlin Managing Director and CEO MECLABS Institute Sponsored by:
  45. 45. Sponsored by: Get Paid to Take FREE Surveys Here’s Your First Survey, and an Invitation to Join Our Research Community Get Paid to Fill Out Online Surveys Get Rewarded for Your Opinion Surveys – Quick, Easy and FREE Win Cash & Prizes for Online Surveys Set Up Your FREE Account Today and Start Earning Money! You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions Join the SurveySpot Community and Have Your Opinions Count Take Online Surveys From Home and Win Cash & Prizes 10.44% 8.87% 7.46% 7.23% 5.67% 5.12% 5.03% 4.24% 3.36% 2.95% POINT LAST POINT FIRST Customer Logic “What I Get” Company Logic “What I Do” The marketer’s blind spot is SELF-INTEREST.
  46. 46. Sponsored by: Get Paid to Take FREE Surveys Here’s Your First Survey, and an Invitation to Join Our Research Community Get Paid to Fill Out Online Surveys Get Rewarded for Your Opinion Surveys – Quick, Easy and FREE Win Cash & Prizes for Online Surveys Set Up Your FREE Account Today and Start Earning Money! You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions Join the SurveySpot Community and Have Your Opinions Count Take Online Surveys From Home and Win Cash & Prizes 10.44% 8.87% 7.46% 7.23% 5.67% 5.12% 5.03% 4.24% 3.36% 2.95% POINT LAST POINT FIRST Customer Logic “What I Get” Company Logic “What I Do”
  47. 47. Sponsored by: Get Paid to Take FREE Surveys Here’s Your First Survey, and an Invitation to Join Our Research Community Get Paid to Fill Out Online Surveys Get Rewarded for Your Opinion Surveys – Quick, Easy and FREE Win Cash & Prizes for Online Surveys Set Up Your FREE Account Today and Start Earning Money! You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions Join the SurveySpot Community and Have Your Opinions Count Take Online Surveys From Home and Win Cash & Prizes 10.44% 8.87% 7.46% 7.23% 5.67% 5.12% 5.03% 4.24% 3.36% 2.95% POINT LAST POINT FIRST Customer Logic “What I Get” Company Logic “What I Do” The marketer’s blind spot is SELF-INTEREST.
  48. 48. Sponsored by: Julia Fox Marketing Manager NakedWines.com Sponsored by:
  49. 49. Sponsored by: First Order Angel Waiting List Immature Angel Mature Angel NakedWines.com funnel
  50. 50. Sponsored by: First Order Angel Waiting List Immature Angel Mature Angel NakedWines.com funnel Perfect training ground for driving desired behavior
  51. 51. Sponsored by: Landing page Summarize steps Replicate progress bar Incentive reminder
  52. 52. Sponsored by: Email 3 – Download app
  53. 53. Sponsored by: Onboarding for lifetime value (after August 2014) Successful Outcome: Lifetime value increased 28% after roll-out of onboarding process, via both increased profit and retention. KPI Impacted % Change Annualized Net Contribution +10.2% Annualized Attrition -13.9% Lifetime Value +28% ! 28% Increase in LTV LTV increased after implementing an onboarding email process
  54. 54. Sponsored by: Session Title Takeaway #3: Experiment with new ways of storytelling
  55. 55. Sponsored by: Dan Briscoe Vice President of Marketing HCSS Sponsored by:
  56. 56. Sponsored by: Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 90,000 50,000 0 Results – 880% increase in Web visits Feb 1 – April 11, 2015 Have fun with something customers care about.! Launch of Contest
  57. 57. Sponsored by: How do we get customers to share their stories? Sponsored by:
  58. 58. Sponsored by: Create a competition between projects versus A bracket-style tournament of customer-submitted projects: “The Most Interesting Project” “The Turn” Seawall Frederick Bridge Dancing Bear Tunnel Wanapum Dam
  59. 59. Sponsored by: Results 292,000 votes 125 countries 3,584 cities in U.S. 96,000 new users 633% lift in social media traffic
  60. 60. Sponsored by: Clark Cummings Senior Manager of Member Marketing Marriott International Sponsored by:
  61. 61. Sponsored by: Before After
  62. 62. Sponsored by:
  63. 63. Sponsored by:
  64. 64. Sponsored by:
  65. 65. Sponsored by: Historical view of December mailings
  66. 66. Sponsored by: Danny Gavin Vice President, Director of Marketing Brian Gavin Diamonds Sponsored by:
  67. 67. Sponsored by: Jewelry Suppliers Big-Box Retailers Department Stores Ecommerce Stores Chain Jewelry Stores Local Jewelry Stores How can we compete with our established online and local competitors?
  68. 68. Sponsored by: We needed a cost- effective method that could help us stand out amongst the competition. Sponsored by:
  69. 69. Sponsored by: Vine strategies 1 2 3 Don’t oversell Be true to the platform Be timely and relevant Distill4
  70. 70. Sponsored by:Sponsored by:
  71. 71. Sponsored by: Ideally images have no borders or background Sponsored by:
  72. 72. Sponsored by: Results – Email with Vine- related content What You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels. 23% increase in Open Rate 1,241% increase in CTR !
  73. 73. Sponsored by: What You Need to Understand: There are no direct links in the Vine platform.! Results – Website 13% YOY increase in total traffic* 20% increase in direct traffic** *Q1 2015 versus Q1 2014 **H2 2014 versus H1 2015
  74. 74. Sponsored by: Morgan Spurlock Academy Award-nominated Director and Producer of CNN’s “Inside Man” Sponsored by:
  75. 75. Sponsored by: Session Title Takeaway #4: Enable your community of customers
  76. 76. Sponsored by: Cambria Jacobs Vice President of Marketing and Customer Service Door to Door Organics Sponsored by:
  77. 77. Sponsored by: #joydelivered Sponsored by:
  78. 78. Sponsored by: Engage customers with content Create compelling content that resonates with fans
  79. 79. Sponsored by: Results: Social media fan growth The team achieved 500% growth on social media platform presence, which included gaining: • 220,000 Facebook fans • More than 8,000 Instagram followers • More than 4,000 Pinterest followers • Nearly 4,000 Twitter followers • 2,400 LinkedIn followers
  80. 80. Sponsored by: Baxter Denney Vice President, Growth Marketing New Relic Sponsored by:
  81. 81. Sponsored by: Sponsored by:
  82. 82. Social billboards Step 1. Photo booth Step 2. Digital billboards Step 3. Share socially on Twitter Sponsored by:
  83. 83. Sponsored by: Results • 200+ retweets and 400+ likes for the billboard social posts • 14% participation rate for attendees
  84. 84. How can we keep the social success of this campaign going? Sponsored by:
  85. 85. Sponsored by: Digital billboard Tweet Outdoor billboards From virtual … to physical Tiny billboards
  86. 86. Sponsored by: Creating brand love … that gets shared
  87. 87. Sponsored by: Results 14% participation rate for attendees 30% increase in social mentions at FutureStack 213% increase in social engagement at FutureStack 1 “Revvie” award won from Marketo
  88. 88. Sponsored by: Morgan Kazan Senior Marketing Manager DonorsChoose.org Sponsored by:
  89. 89. Sponsored by: DonorsChoose.org: Revenue raised through email In FY15, we raised $75M as an organization $37.5M Partners $37.5M Individual donors $21.5M Other channels $16M Email ~20% of our revenue comes in through email. $14M Transactional and notifications $2M Promotional
  90. 90. Sponsored by: DonorsChoose.org: Revenue raised through email In FY15, we raised $75M as an organization $37.5M Partners $37.5M Individual donors $21.5M Other channels $16M Email ~20% of our revenue comes in through email. $14M Transactional and notifications $2M Promotional 87% of revenue from transactional; 13% from promotional
  91. 91. Sponsored by: Transactional Email: How we drive repeat business Receipt: “Your receipt (and your employer's matching form)!” Welcome Email: “You’ve made a difference today” Receipt Welcome Thank You Note Shipping Photos Alerts
  92. 92. Sponsored by: Transactional Email: How we drive repeat business Thank You Note: “Ms. Clark’s letter to you” Ship Notification: “Special delivery!” Receipt Welcome Thank You Note Shipping Photos Alerts
  93. 93. Sponsored by: Transactional Email: How we drive repeat business Classroom Photos: “Mrs. Kuhn just shared photos with you” Receipt Welcome Thank You Note Shipping Photos Alerts
  94. 94. Sponsored by: Alerts and Notifications: How we drive repeat business Favorite teacher alert: “Mrs. Kraiza’s new idea for her students” Your friend donated: “Morgan just gave to ‘New Rug’” Receipt Welcome Thank You Note Shipping Photos Alerts
  95. 95. Sponsored by: Session Title Takeaway #5: Don’t overlook the nuts and bolts
  96. 96. Sponsored by: Laz Tyrekidis Digital Marketing and Audience Director Metropolis International Group Sponsored by:
  97. 97. Sponsored by: Blacklist • Email servers got blacklisted – All email activity was suspended ‒ IP address was listed on an anti-spam database (e.g., SORBS, SpamCop) ‒ Low Sender Score levels <40 ‒ Email opens reduced; higher bounce rates % Status Campaign Name Emails Sent Email Displays Open Rate % Email Bounces Bounce Rate % Non-Blacklisted EW-1409 Solus 5,446 1,587 29.14% 81 1.49% Blacklisted EW-1433 Solus 3,791 299 7.89% 395 10.42%
  98. 98. Sponsored by: Database cleansing • Clean Email Addresses: 98.02% ‒ Reduced bounces ‒ Improved deliverability ‒ Excellent Sender Score • Non-Clean Email Addresses: 1.98% 11% 2% 3% Non-Clean Email Addresses Invalid & Bad MX No-replies Spam Traps No replies Spam traps 84% BOUNCED Invalid and bad MX
  99. 99. Sponsored by: List Segmentation • Types of Email Campaigns ‒ Editorial Newsletters ‒ Marketing campaigns ‒ Events/Exhibitions ‒ 3rd Party from selected partners ‒ Digital Magazines • Types of Content (Electronics Weekly) - Gadget News - Android News - Raspberry Pi News - Products Comparison 62% Editorial Newsletters 18% 3rd Party Partners 9% Marketing 6% Events 5% Digital Magazines
  100. 100. Sponsored by: • Reached inactive contacts: ‒ Audience who haven’t opened or clicked any of our email campaigns in the last six months • Trust: Take use of data and your privacy very seriously • We Are Changing: Amend your preferences ‒ Edit contact details ‒ Update newsletter lists Email Opt-in Campaign
  101. 101. Sponsored by: Email Templates: Before Desktop Mobile Not mobile responsive Right sidebar
  102. 102. Sponsored by: Email Templates - After • Clean HTML & CSS Code • Fresh Design • 100% Mobile Responsive MobileDesktop 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Before After Open Rate 22%
  103. 103. Sponsored by: Send Time Optimization • Stats from January 2014 – September 2014 • 3,500 Email Campaigns • Send Time: 7am – 10pm • UK Audience 1st Best Slot 13:00 2nd Best Slot 17:00 3rd Best Slot 11:00
  104. 104. Sponsored by: Subject Line Optimization • A/B Split Testing • Daily Newsletter • Prefix Testing ‒ “Top Story:” ‒ “Don’t Miss:” ‒ “Latest News:” ‒ “Daily News:” ‒ “Daily Bulletin:” 20.00% 20.50% 21.00% 21.50% 22.00% 22.50% 23.00% 23.50% 24.00% 24.50% Top Story Don't Miss Latest News Daily News Daily Bulletin Open Rate Open Rate
  105. 105. Sponsored by: 60% increase in email opens 8% increase in online revenue 90% increase in traffic coming from the email campaigns into the brand websites Results (May 2014 – March 2015)
  106. 106. Sponsored by: Bart Thornburg Senior Manager of Email Marketing WeddingWire Sponsored by:
  107. 107. Sponsored by: 70% Mobile Opens 30% Desktop Opens WeddingWire users are social • Active Social Community: Great Social Content: • 9 Signs a Wedding Venue is “The One” • 11 Wedding Rules You Can Totally Break • Wedding Dates to Avoid in 2017 • 5 Wedding Color Palettes for 2016
  108. 108. Sponsored by: Before • Great content-specific CTAs • Link directly to site • No specific Social CTAs More than 24 million email sends
  109. 109. Sponsored by: After • Our audience is already using Pinterest for collecting and sharing wedding inspiration and advice • Fuel an organic behavior/reduced friction • Distribute our content beyond our subscriber base Same CTA concept in top section Additional CTA to “Pin now, read later” in bottom section
  110. 110. Sponsored by:

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