Email, mobile, and social media marketing lessons from top performing b2-b and b2c brands
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According to MarketingSherpa research with 2,057 U.S. adults, email is the most popular way (across every age group) customers want companies to communicate with them. And we’re sure you’ve been inundated with enough data about the growth of social media and mobile to want to discover ways to incorporate these channels into your marketing mix. So to help you get a new idea or two for improving your email, social media and mobile marketing, in this session Daniel Burstein, Director of Editorial Content, MarketingSherpa, will share customer-first marketing case studies from successful B2B, B2C and nonprofit brands like Door to Door Organics, DonorsChoose.org, and Optum. You will learn how to attract, engage, and convert more customers through ideas to optimize your already existing campaigns and launch new marketing programs.
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Email, mobile, and social media marketing lessons from top performing b2-b and b2c brands
- 1. #DMDay16 Session Title DANIEL BURSTEIN Director of Editorial Content MarketingSherpa and MECLABS Institute Email, Mobile and Social Media Marketing: Lessons from top-performing B-to-B and B-to-C brands
- 2. #DMDay16 #DMDay16 Ask questions and join the conversation:
- 3. Daniel Burstein Director of Editorial Content MarketingSherpa @DanielBurstein
- 5. #DMDay16 Including this guyThorin McGee Editor-in-Chief Target Marketing @TMThorin
- 6. #DMDay16 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
- 7. #DMDay16Source: 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.
- 8. #DMDay16Source: 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
- 9. #DMDay16 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
- 10. #DMDay16 Session Title Takeaway #1: Successful marketing is customer-first marketing
- 11. #DMDay16 Karen Thomas-Smith Vice President, Provider Marketing and Reference Management Optum
- 12. #DMDay16
- 13. #DMDay16
- 14. #DMDay16 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
- 15. #DMDay16 Client learning and relationships
- 16. #DMDay16 Landing Pages PRIMARY CONTENT Banner Ads Blog Series Email Templates Optum.com/PURL Reimagining content SUPPLEMENTAL CONTENT
- 18. #DMDay16 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
- 19. #DMDay16
- 20. #DMDay16 Call for Speakers goes here MarketingSherpa.com/CFS
- 21. #DMDay16 Bruce Duesterhoeft Manager, Online Fundraising Consumer Reports Dawn Nelson Director, Fundraising Consumer Reports
- 22. #DMDay16 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
- 23. #DMDay16 Tested value factors 1 Honest and unbiased reporting 3 Personal impact2 Quality of research 4 ????? Audience-submitted focus
- 24. #DMDay16 Tested value factors 1 Honest and unbiased reporting 3 Personal impact2 Quality of research 4 Consumer empowerment
- 25. #DMDay16 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
- 26. #DMDay16 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%
- 27. #DMDay16 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
- 28. #DMDay16 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
- 29. #DMDay16 Session Title Takeaway #2: Reward your customers
- 30. #DMDay16Flint McGlaughlin Managing Director and CEO MECLABS Institute
- 31. #DMDay16 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”
- 32. #DMDay16 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”
- 33. #DMDay16 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.
- 34. #DMDay16 Charles Duhigg Author of “The Power of Habit” and Senior Editor at The New York Times
- 37. #DMDay16 First Order Angel Waiting List Immature Angel Mature Angel NakedWines.com funnel Perfect training ground for driving desired behavior
- 38. #DMDay16 Landing page Summarize steps Replicate progress bar Incentive reminder
- 39. #DMDay16 Email 3 – Download app
- 40. #DMDay16 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
- 41. #DMDay16 Session Title Takeaway #3: Experiment with new ways of storytelling
- 42. #DMDay16 Dan Briscoe Vice President of Marketing HCSS
- 43. #DMDay16 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
- 44. #DMDay16 About HCSS Heavy Construction Systems Specialists provides software supporting 45,000 customers doing incredible construction projects across America. However, not many people knew about the projects or the software.
- 45. #DMDay16 How do we get customers to share their stories?
- 46. #DMDay16 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
- 47. #DMDay16 Results 292,000 votes 125 countries 3,584 cities in U.S. 96,000 new users 633% lift in social media traffic
- 48. #DMDay16 Clark Cummings Senior Manager of Member Marketing Marriott International
- 50. #DMDay16
- 51. #DMDay16
- 52. #DMDay16
- 53. #DMDay16 Historical view of December mailings
- 54. #DMDay16 Danny Gavin Vice President, Director of Marketing Brian Gavin Diamonds
- 55. #DMDay16 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?
- 56. #DMDay16 We needed a cost- effective method that could help us stand out amongst the competition.
- 57. #DMDay16 Vine strategies 1 2 3 Don’t oversell Be true to the platform Be timely and relevant Distill4
- 58. #DMDay16
- 59. #DMDay16 Ideally images have no borders or background
- 60. #DMDay16 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 !
- 61. #DMDay16 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
- 62. #DMDay16 Morgan Spurlock Academy Award-nominated Director and Producer of CNN’s “Inside Man”
- 63. #DMDay16 Session Title Takeaway #4: Enable your community of customers
- 64. #DMDay16 Cambria Jacobs Vice President of Marketing and Customer Service Door to Door Organics
- 66. #DMDay16 Curate user-generated content Let your customers speak for you by sharing their content to showcase their experience. A customer’s photo featured in a Facebook offer
- 67. #DMDay16 Social Media: A two-way street Engagement Examples “After seeing a brand respond to a review, 71% of people changed their perception of the brand.”* * Hubspot
- 68. #DMDay16 Embed social from the ground up
- 69. #DMDay16 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
- 70. #DMDay16 Baxter Denney Vice President, Growth Marketing New Relic
- 71. #DMDay16
- 72. Social billboards Step 1. Photo booth Step 2. Digital billboards Step 3. Share socially on Twitter
- 73. #DMDay16 Results • 200+ retweets and 400+ likes for the billboard social posts • 14% participation rate for attendees
- 74. How can we keep the social success of this campaign going?
- 75. #DMDay16 From virtual … to physical Digital billboard Tweet Outdoor billboards Tiny billboards
- 76. #DMDay16 Creating brand love … that gets shared
- 77. #DMDay16 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
- 78. #DMDay16 Morgan Kazan Senior Marketing Manager DonorsChoose.org
- 79. #DMDay16 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
- 80. #DMDay16 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
- 82. #DMDay16 Test #1: Treatment #1
- 83. #DMDay16 Test #1: Treatment #2
- 84. #DMDay16 Session Title Takeaway #5: Don’t overlook the nuts and bolts
- 85. #DMDay16 Laz Tyrekidis Digital Marketing and Audience Director Metropolis International Group
- 88. #DMDay16 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)
- 89. #DMDay16 Bart Thornburg Senior Manager of Email Marketing WeddingWire
- 90. #DMDay16 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
- 91. #DMDay16 Before • Great content-specific CTAs • Link directly to site • No specific Social CTAs More than 24 million email sends
- 92. #DMDay16 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
- 93. #DMDay16 Newsletter-social integration test results Understanding User Behavior Is the Key to Social: We chose Pinterest because it natively facilitates the gathering, saving and sharing of wedding inspiration and advice. Our audience is already on Pinterest and this is what they’re using it for. X Pinterest Follower Growth Re-Pins Control – Newsletter with Pinterest icon in template 0 0 Treatment – Integrated newsletter Pinterest articles +27% +31% ! 31%* Increase in Re-Pins *Has reached as high as 180%
- 94. #DMDay16 Derek Kazee Director of Retention Marketing Ebates
- 95. #DMDay16 Combining the art and science of marketing • Analyze historical data for trends • More shopping before and after Black Friday • Mobile shopping on Thanksgiving increased • We created our own holidays to capture new behavior • Learn from other brands — what to do and what not to do
- 96. #DMDay16 Additional keys • Go beyond the single channel transaction and look for new ways of engagement • Connect with your audience on an emotional level • Strengthen customer relationships by engaging them in new, cool ways • Be innovative, flexible and responsive