Eis fri sponsored lunch acxiom

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Eis fri sponsored lunch acxiom

  1. 1. WHAT’S NEW IN EMAILMARKETINGEMAIL  INSIDER  SUMMIT  SPONSOR  LUNCHEON  SESSION  April  27,  2012  Karen  Riley,  Account  Director  
  2. 2. SYMBOLS IN SUBJECT LINES
  3. 3. SPICY SUBJECT LINES ♥ ♪ ♠☺Sephora  “A  li-le  ♥  for  you”  Email   3  
  4. 4. CAMPAIGN RESULTS Inbox   Bulk  Placement     Subject  Line   Open  Rate    Δ   Click  Rate    Δ   Placement    Δ   Δ  Campaign  1  –  Subject   0%   -­‐39%   0%   -­‐46%  Line  With  ♥  Symbol  Campaign  2  –  Subject   10%   78%   -­‐1%   -­‐1%  Line  With  @  Symbol  Campaign  3  –  Subject   11%   17%   0%   9%  Line  With  ♥  Symbol  
  5. 5. CREATIVE PALETTEHearts  Are  Only  The  Beginning  
  6. 6. IMPLEMENTATION CONSIDERATIONS> Perform  extensive  plaWorm  tesXng,  or  risk  showing  a  “?”  or  box    > Test  small,  simple  icons  > Monitor  inbox  placement  and  bulk  folder  placement  closely  > Be  prepared  to  re-­‐launch   • Do  not  send  extremely  Xme  sensiXve  content  because  of  risk  of  blocking   6  
  7. 7. DESIGN FOR ANDROIDDEVICES
  8. 8. OPTIMIZED FOR ANDROIDMaybelline  /  Garnier  Email   8  
  9. 9. CAMPAIGN RESULTS> During  criXcal  sales  period,  online  retailer  tested     • Mobile  vs.  PC  creaXve   • Past  60  day  mobile  openers  vs.  PC  openers    > Mobile  creaXve  delivered  283%  lib  in  order  rate  over  PC  creaXve  to  mobile   openers    > Overall  order  rate  (conversion/clicks)  was  highest  for  mobile  openers   receiving  mobile  creaXve   9  
  10. 10. OPENERS BY DEVICE FOR HIGH VOLUMEMAILER – APRIL 2011 iPad Other 8% 2% Android 8% iPhone PC 19% 63%
  11. 11. IMPLEMENTATION CONSIDERATIONS> Android  does  not  autoscale  > Design  for  touch  screen  > Reduce  content,  text,  images   • Use  one  column  no  more  than  320  px  wide  > Increase  font  sizes  to  12-­‐14pt  > Click  through  to  mobile  opXmized  landing  pages   11  
  12. 12. VIDEO IN EMAIL
  13. 13. HOTMAIL ACTIVE VIEWS VIDEO INEMAILGameStop  Weekly  Ad  With  New  Game  Preview  Email   Source:  The  Retail  Email  Blog   13  
  14. 14. HTML 5 VIDEO GIF IN EMAILFingerhut  Web  Exclusive  Product  Site  Demo  Email   Source:  Priority  Results  Blog   14  
  15. 15. SUPPORT FOR VIDEO> Selected  email  clients  support  full  video  w/audio  in  email  (35%  -­‐  65%  of  list):   • iPhone,  iPad,  iPod  Touch,  when  email  opened  in  naXve  mail  client     • Android  tablets  running  Honeycomb  (3.x.x),  when  email  opened  in  naXve   mail  client     • Hotmail,  when  viewed  in  an  HTML5  compliant  desktop  web  browser   (IE9+,  Firefox  3.5+,  Chrome,  Safari  3.1+,  Safari  3+)     • Hotmail,  when  viewed  in  web  browser  on  all  iOS  and  all  Android  releases     • Apple  Mail  4     • Outlook  for  Mac  2011     • Thunderbird     Source:  Only  Influencers  Blog  
  16. 16. IMPLEMENTATION CONSIDERATIONS> Two  opXons:   • HTML  5  video  tag   • Link  to  video  file  streamed  on  server/Akamai    > Most  popular  format  is  Mp4,  but  consider  mulXple  formats  > Videos  work  best  on  iOS  devices,  especially  iPhone  > Keep  video  short  > Test  extensively  > Resist  the  temptaXon  of  autoplay  > Create  enXcing  “fallback  content”  screen  shot   16  
  17. 17. PREFERENCE CENTERS
  18. 18. DRAG-AND-DROP DESIGNMSN  MulQ-­‐Newsle-er  Signup  Page   18  
  19. 19. COMPLEX, INTEGRATED DATA FLOWSample  Preference  Center  Diagram   19  
  20. 20. CAMPAIGN RESULTS 7% Sales 9% 4% Items In # Shoppers Basket 6% 1% Visits Basket Size 20  
  21. 21. IMPLEMENTATION CONSIDERATIONS> Include:     • Profile  informaXon   • Channel  contact  preferences   • SubscripXon  management  > Long  implementaXon  Xmelines  because  of  unexpected  complexity,  data   integraXon  and  poliXcal/ownership  issues    > Consider  dynamic  visual  design   • Vary  based  on  entry  point  (email,  site  ad,  etc.)  or  user  segment  > Plan  for  administraXve  funcXonality   • Edit  data  collected   • Respond  to  customer  inquiries  > Feature  real-­‐Xme  recogniXon   • Sync  to  database  instantly   21  
  22. 22. ANIMATED GIFS
  23. 23. ANIMATED GIF AS PRODUCT DEMO Saks  iPad  App  Launch  Email   Source:  View  In  PresentaXon  Mode    The  Retail  Email  Blog   23  
  24. 24. HIGH IMPACT ANIMATED GIFBrowns  London  eNews  Email   View  In     Source:  The  Retail  Email  And  Priority  Results  Blogs   PresentaXon  Mode   24  
  25. 25. PERSONALIZED ANIMATED GIF Helzberg  Diamonds  Personalized  Jewelry  CollecQon  Email  View  In  PresentaXon  Mode   Source:  KevinJosephSmith.com  Blog   25  
  26. 26. IMPLEMENTATION CONSIDERATIONS> Outlook  2007  and  2010  do  not  support  animaXon  > As  fallback  content,  first  frame  should  stand  alone   26  
  27. 27. PINTEREST
  28. 28. INTEGRATING PINTEREST IN EMAILBabies  R  Us  “Pin  It”  Link  In  Email   Source:  Email  Design  Review  Blog   28  
  29. 29. INNOVATIVE APPROACHBallard  Designs  Pin  It  To  Win  It  Email   29  
  30. 30. IMPLEMENTATION CONSIDERATIONS> Include  Pinterest  link  with  share  to  social  links  > Include  popular  pins  in  email  campaigns   • Audience  determines  what  resonates  with  people     • Integrate  comments  from  popular  pins   • Tie  specific  Pinterest  boards  to  email  calendar   • Leverage  popular  Pinterest  videos  as  email  content  > Source:    The  Magill  Report  Blog  –  “Email  +  Social:  IntegraXng  Pinterest  and   Email,”  February  14,  2012   30  
  31. 31. THE FUTURE OF EMAILMARKETING
  32. 32. WHAT DOES THE FUTURE HOLD?> Real-­‐Xme  content  management  for  inboxes   • No  longer  freezing  content  at  the  Xme  of  send   • StaXc  email  content  evolves  into  real-­‐Xme,  Web-­‐like  pushes   • Device  detecXon  opXmizes  creaXve  presentaXon    > Inbox  restricXons  are  clearing     • Gmail,  Windows  Live  Hotmail  and  Yahoo  Mail  are  loosening  the  reins  on   what  marketers  can  execute  in  the  inbox   • Hotmail’s  AcXve  Views  plaWorm  pilot  allows  transacXons  and  video  within   a  message    > Email  ad  exchanges  emerging  > Source:    Forrester  –  “Emerging  InnovaXons  In  Email  MarkeXng,”  August   19,2011   32  
  33. 33. POST-LAUNCH IMAGE CHANGESThe  Home  Depot  One-­‐Day  Sale  Email   Source:  The  Retail  Email  Blog   33  
  34. 34. CAMPAIGN RESULTS> Large  publisher  uses  a  complex  decision  engine  for  direct  mail  and  email     management   • Based  on  scoring  /  lookalike  models,  selects     –  Outbound  channel  (email  or  direct  mail)   –  Timing     –  Offer   • Builds  creaXve  from  library  of  assets  and  templates   • Outputs  daily  files  to  mailhouses  and  email  vendors  for  producXon   • Frees  markeXng  team  to  concentrate  on  innovaXon  > Achieved  increased  subscripXon  rates  with  decreased  costs   34  
  35. 35. ACXIOM> Founded  in  1969  > Public  in  1983:    NASDAQ  (ACXM)  > Headquarters:    Livle  Rock,  Arkansas  > 6,200  associates  worldwide  > FY  2011  revenue:    $1.160  billion  > Over  77%  of  total  revenue  is  from  clients   under  long-­‐term  contracts  > Global  markeXng  services  and  technology  > Focused  on  audience  and  customer   engagement  > #1  U.S.  agency  /  #9  Worldwide  agency   (Ad  Age  2011  ranking)   35  
  36. 36. THANK YOU.QUESTIONS?  

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