Email Experience Council 2011 presentation: Beyond Targeting - Location, Recency and Creativity Presented by Ryan Deutsch, StrongMail's VP of Strategic Services

1. Beyond Targeting –
Location, Recency and Creativity

2. Agenda and Ground Rules
• Ground Rules
• The Flow
– Brand Presents Program/Campaign
– Shares Strategy, Unique Approach
– Audience Feedback
– Results
• Introductions
• Let’s Get Started

3. Introductions
Ryan Deutsch VP of Strategic Services,
Jennifer Mueller Global CRM Technology Manager,
Micah Heiselt Associate Art Director and Designer
John Janetos VP od Sales and Marketing, iPost

4. We will be looking at:

5. Creative that Engages
Campaign
Valentines Day: “What does your
Sweetheart want?”
Goals
• Add variety and pace during high-
frequency email season
• Invite customers to engage with
categories rather than items
Strategy
Sell without showing anything (blind
emails)

6. So, what do you think?

7. The Results
• Click rate up 89% YOY
• Sales up 60% YOY
• Excellent customer feedback

8. Triggers that Drive $
Campaign
• Good Day to Buy
Goals
• Convert active shoppers to purchasers
Strategy
• Automated Targets
• Promote city Pairs according to specific rules.
– Discount
– Qualifiers

9. So, what do you think?

10. Creative Testing Proves Out

11. The Results
Why it works
• Leverages triggered-alerts
• Integration of relevant cross-sell offers
• Built-in search functionality
Results
• While a fraction of overall email volume,
these emails are a significant contributor to
overall bookings.
• 2-3x of average email open and click-through
rates
What’s Next
• Creative refresh and testing
• Reduced noise for select customers
• Further refinement of deals/offer engine

12. Localization & why it Matters

13. Localization, Why it Matters

14. So, what do you think?

15. Creative that Engages
Campaign
Deer Hunting? No, try Cardboard
Hunting!
Goals
• Single Product Promotion
• Keep our customers interested and
excited about our emails
Strategy
• Ignore Best Practices!
• Include links to similar products and
collection landing pages

16. So, what do you think?

17. The Results
• One of the most successful
single-items featured –
especially impressive during
non-holiday time
• Revenue up 180% and orders
up 140% from previous week
• Unsubscribe rate 36% lower
than year average
• Lead to a corporate order of
roughly 200 deer heads

18. Reengaging the Unengaged
• Goal:
– Re-activate the unresponsive segment
• Campaign
– Identical offer
– Different copy
• Technique / Tactic
– Identify the unengaged based on opens &
clicks

19. Simple Behavioral Segmentation
Engaged Unengaged

20. So, what do you think?

21. Results
• Grew online revenue contribution
– 0% to 7%
• Increased conversion rate
– 183% higher than average
• ROI
– 18X vs 0 for unengaged
• Small changes have dramatic effects

22. Success =
Personalization + Segmentation
• Goal:
– Increase ebook awareness & sales
• Campaign 1: Generic ebook upgrade offer
– Segment by subscriber type
• Direct Customers
• Others (subscribers)
• Campaign 2: Personalized upgrade offer
– Segment by subscriber type & purchases
– Personalize by purchases

24. So, what do you think?

25. Results - Campaign 1
• Generic Offer
– Using basic customer type segmentation
• 73% increase in effective click-thru
– Open Rate increased by 15.5%
– Click-to-View Ratio (CTR) increased by
49.9%

26. Results - Campaign 2
• Personalized Offer + Customer Type
• Open Rates show dramatic increase
• 113% increase in “Others”
• 95% increase in “Direct Customers”
• CTR rates tick up slightly
• 0.82% in “Others”
• 2.5% in “Direct Customers”
• 236% increase in Effective Click-Thru

27. Questions and Thank You!