Eis tue 0815 sponsored breakfast yes mail


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Eis tue 0815 sponsored breakfast yes mail

  1. 1. 3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue Matthew Caldwell Sr. Creative Director Yesmail Interactive email: [email_address] twitter: @matty_caldwell
  2. 2. 3 Creative Makeovers <ul><li>THANK YOU : HP Shopping Activation </li></ul><ul><li>INTRIGUE : eBay Daily Deals </li></ul><ul><li>AMUSEMENT: Webroot Newsletter </li></ul>
  3. 3. Just thank them
  4. 4. CASE STUDY: HP Shopping Activation <ul><li>The Scenario: </li></ul><ul><li>A percentage of list is inactive </li></ul><ul><li>The current activation campaign needed a lift </li></ul><ul><li>The current activation acknowledges they are not active “we miss you” </li></ul><ul><li>Recommendations: </li></ul><ul><ul><li>Activate them by saying thanks – be positive, not negative </li></ul></ul><ul><ul><li>Make sure the message can be read without images </li></ul></ul><ul><ul><li>Create a bold, in-your-face layout </li></ul></ul><ul><ul><li>Provide a great offer </li></ul></ul>
  5. 5. Most Activation Campaigns tend to be negative They acknowledge that users don’t click or open
  6. 6. Before: 3-email Reactivation Campaign <ul><li>Message #1: </li></ul>Subject Line: Joe, are you still around? Message #2: Subject Line: Hello Joe, anyone home? Message #3: Subject Line: Should we stay or should we go? <ul><li>Message Timing : </li></ul><ul><li>Message #1 deploys on Day 1 </li></ul><ul><li>Message #2 deploys on Day 5 </li></ul><ul><li>Message #3 deploys on Day 9 </li></ul>
  7. 7. After subject line: Thank you Jill
  8. 8. Without images With images
  9. 9. RESULTS <ul><li>Side by side test of message to 2 test groups </li></ul><ul><li>“ Positive” layout increases click through significantly (metrics asked not to be shared) </li></ul><ul><li>Positive message generates much higher revenue and achieves increased activation rates </li></ul>
  10. 10. WHAT WE LEARNED <ul><li>Say Thanks – whether they’re a customer or not </li></ul><ul><li>Be Positive – don’t acknowledge they are inactive </li></ul><ul><li>Readable with Images off - Be sure 100% of your layout can be read without images especially your button </li></ul><ul><li>Most of all, bring that killer offer </li></ul>
  11. 11. Other “thanks” successes <ul><li>Ebay Seller Activation </li></ul><ul><li>Active on website but not in email </li></ul><ul><li>Used website behavior to thank them </li></ul><ul><li>Hugely successful </li></ul>
  12. 12. Other “thanks” successes HP Academy
  13. 13. Other “thanks” successes HP Thanksgiving 49% increase over average CTR
  14. 14. THANK YOUR SUBSCRIBERS - TAKE AWAYS: <ul><li>Thanking customers can be a strong theme to get them to open and take action </li></ul><ul><li>Big, bold image-free formatting </li></ul><ul><li>Simple strong offers with strong end dates always works in direct marketing </li></ul><ul><li>Skip the “we miss you” bit </li></ul>
  15. 15. Just intrigue them
  16. 16. CASE STUDY: eBay Mystery Deal <ul><li>The Scenario: </li></ul><ul><li>Reveals a Mystery Deal several days per week </li></ul><ul><li>Good opens, but below average click-through </li></ul><ul><li>Recommendations: </li></ul><ul><ul><li>Make it intriguing – don’t show what the deal is </li></ul></ul><ul><ul><li>Requires a click to see it </li></ul></ul><ul><ul><li>Email is the question, landing page is the answer </li></ul></ul>
  17. 17. eBay Mystery Deal - before
  18. 18. eBay Mystery Deal - After
  19. 19. RESULTS <ul><li>Opens remain steady </li></ul><ul><li>Click through jumps significantly </li></ul><ul><li>Average order size increases as more people are delivered to the site and begin shopping </li></ul><ul><li>Unsubscribes remain unchanged </li></ul>
  20. 20. WHAT DID WE LEARN? <ul><li>Use intrigue if you must deliver site visits / clicks </li></ul><ul><li>Ideal for product launch campaigns or website redesigns </li></ul><ul><li>The email is the question, the landing page is the answer </li></ul>
  21. 21. Other “intrigue” successes <ul><li>Grainger Thank You </li></ul><ul><li>Redesigned and removed all offers </li></ul><ul><li>Simply said thanks & click to see your great offer </li></ul><ul><li>HUGE Success. Over double the average revenue per message </li></ul>
  22. 22. Other “intrigue” successes <ul><li>Nike Live Strong </li></ul><ul><li>Animated Gif </li></ul><ul><li>Rotated a few words & Nike swoosh </li></ul><ul><li>Highest click through of any email Yesmail has ever sent </li></ul><ul><li>Intrigue is great for any product or service launch campaign </li></ul>
  23. 23. Other “intrigue” successes <ul><li>Cingular March Madness </li></ul><ul><li>Animated Gif </li></ul><ul><li>Required a click to se how March Madness was coming to your neighborhood </li></ul><ul><li>Twice the average click through </li></ul>
  24. 24. Other “intrigue” successes <ul><li>HP World Fastest Printer </li></ul><ul><li>Like a stadium reveal, each tile “flipped” </li></ul><ul><li>“ worlds fastest printer” was revealed </li></ul><ul><li>Highest click through for any message sent by HP’s Printer division </li></ul>
  25. 25. Other “intrigue” successes <ul><li>MyCoke Website Launch </li></ul><ul><li>Strong color combination </li></ul><ul><li>Simple flashing arrow for CTA </li></ul><ul><li>CTR = 29% </li></ul>
  26. 26. INTRIGUE - TAKE AWAYS <ul><li>Great for: </li></ul><ul><ul><li>new product launch </li></ul></ul><ul><ul><li>Website redesigns </li></ul></ul><ul><ul><li>Awareness campaigns </li></ul></ul><ul><ul><li>Once and a while buzz </li></ul></ul><ul><li>“ The email is the question, the landing page is the answer ” </li></ul>
  27. 27. Just Amusement them
  28. 28. CASE STUDY: Webroot Newsletter <ul><li>The Scenario: </li></ul><ul><li>Maker of antivirus / antispyware software </li></ul><ul><li>Quarterly newsletter with very poor OPEN and CTR </li></ul><ul><li>Frankly the newsletter was boring </li></ul><ul><li>Recommendations: </li></ul><ul><ul><li>Use editorial engagement content to amuse & entertain </li></ul></ul><ul><ul><li>Increase frequency of newsletter to monthly from quarterly </li></ul></ul><ul><ul><li>Humor was part of an overall rebranding effort </li></ul></ul>
  29. 29. Newsletter BEFORE Cyber Security Awareness Month? zzzz
  30. 30. Newsletter AFTER
  31. 31. <ul><li>More entertaining </li></ul><ul><li>Editorial style features </li></ul><ul><li>“ Did you know?” Facts </li></ul><ul><li>Bite-sized amusing snippets </li></ul><ul><li>Funny / silly </li></ul>
  32. 32. RESULTS: Webroot Newsletter Makeover <ul><li>Opens jump and increase with each month </li></ul><ul><ul><li>Average Open Rate before - 11.2% </li></ul></ul><ul><ul><li>Average Opens Rate after – 19.6% </li></ul></ul><ul><ul><li>Increasing every month so far </li></ul></ul><ul><ul><ul><li>November 19.96% </li></ul></ul></ul><ul><ul><ul><li>October 19.58% </li></ul></ul></ul><ul><ul><ul><li>September 17.12% </li></ul></ul></ul><ul><ul><ul><li>August 14.87% </li></ul></ul></ul><ul><ul><ul><li>Content is amusing and audience is interested </li></ul></ul></ul><ul><li>Click through increases 6 fold </li></ul><ul><ul><li>Before average Click through is < 1% </li></ul></ul><ul><ul><li>After average click through is 6.27% </li></ul></ul>
  33. 33. WHAT DID WE LEARN? <ul><li>Bite-sized editorial snippets can amuse your audience </li></ul><ul><li>Add value to your newsletters besides your information </li></ul><ul><li>An amused audience is an engaged audience and they will keep opening </li></ul><ul><li>Editorial style content is time-consuming and costly to produce but can be worth it </li></ul>
  34. 34. Other “amusement” successes <ul><li>MyCokeRewards </li></ul><ul><li>End of each monthly newsletter contains a comic image </li></ul>
  35. 35. Other “amusement” successes <ul><li>Calaway Golf quote </li></ul><ul><li>Funny quote each month </li></ul>
  36. 36. Other “amusement” successes Warner Bros Trivia
  37. 37. AMUSEMENT - TAKE AWAYS <ul><li>Bite-sized editorial style snippets are great for newsletters </li></ul><ul><li>Train users to open -they know it’s there and “what will they do this time?” </li></ul><ul><li>Humor can be refreshing and instill a human voice </li></ul>
  38. 38. Summary: <ul><li>Activation – Just say Thanks </li></ul><ul><li>Increase Click Through – Make it intriguing </li></ul><ul><li>Declining open rates – Make it amusing </li></ul>
  39. 39. Thank You See more ideas in Yesmail Creative Services Look Book http://www.yesmail.com/Portals/0/pdf/yesmail_lookbook.pdf
  40. 40. Matthew Caldwell Sr. Creative Director Yesmail Interactive email: [email_address] twitter: @matty_caldwell phone: 503-419-0596