StrongMail Ultimate Email Marketing Champion | DMA11


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Back by popular demand for three years running, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2011 in Boston. Watch email marketers from Turner, StubHub, HauteLook and Joss & Main.

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StrongMail Ultimate Email Marketing Champion | DMA11

  1. 1. THE RULES Weight Classes:Lightweight = Batch and BlastMiddleweight = Mail MergeHeavyweight = Scary Good Email Marketers HEAVYWEIGHT
  2. 2. THE RULES Bout Duration: 45 Minutes (or until somebody says uncle) Fouls: - Boring the Audience- Physical Abuse (Verbal Abuse is Encouraged) - Audience Not Asking Questions
  3. 3. THE RULES How to Win:Convince the audience that you are the…
  8. 8. LET’S BATTLE!
  9. 9. THE BUSINESSCompany: Turner Classic Movies (TCM)Industry: Cable NetworkIndustry Size: Available in over 85 million homesProduct: Over 50,000 unique SKUs of DVDs, licensed merchandise, and other classic movie productsEmployees: 200Target Market: Males and females 25-54, slight female skewYears of email experience: 3
  10. 10. THE CAMPAIGNCampaign Objective:Series of emails to gain increased engagement and revenue lift throughmore targeted, relevant and personalized campaignsCampaign Strategy:Leverage purchase history data to serve up titles consumers have ahigher propensity to purchase based on preferencesKey Metrics Tracked:Click-throughs, Open Rate, Orders, RevenueDefinition of Success:Improved revenue generation from previous Q1 & Q2 campaigns
  11. 11. THE CAMPAIGNEmail #1 in Series:Dynamic Content Blocks• Consumer segments based on Top 10 selling genres• Different content block for each genre• Six titles for each genre, based on top sellers and new releases• Control group established for consumers purchasing from genres not in Top 10
  12. 12. THE CAMPAIGNEmail #2 in Series:Personalized Recommendations• Using an automated recommendation engine, titles were personalized 1-to-1• Titles already purchased by the consumer and titles displayed in email #1 were removed from the list• Recommended titles were displayed only if they had been purchased with consumers’ preferred titles at least three times
  13. 13. THE CAMPAIGNEmail #3 in Series:Dynamic Content +Personalized Recommendations• Combined personalized title suggestions with preferred genre titles• Titles already purchased and titles in campaigns1&2 were removed• Control Group for consumers with unclear genre preferences• Focused on delivering titles that were in the top sellers during the two weeks before email launch
  14. 14. THE RESULTS• Compared to other emails in the targeted campaign, personalization email produced: • 40-50% more click-throughs • 25-35% higher revenue • 30-40% more orders• Compared to previous Q1/Q2 campaigns, personalization email produced 30-40% more orders on average than other top campaigns• Increased engagement• Increased revenue/ROI
  15. 15. THE RESULTS• What’s Next: • Continue to further define consumer preferences • Increase transactional emails based on triggered events (shopping cart abandonment, birthdays, welcome, etc.) • Dig deeper into data to define other retention programs such as loyalty and winback • Continue to target and personalize
  16. 16. TAKE YOUR SHOT
  17. 17. THE BUSINESSCompany: StubHub, Inc.Industry: Secondary Ticket MarketIndustry Size: $4 Billion worldwide – Expanding as more countries standardize event ticketingProduct: The world’s largest fan-to-fan ticket marketplace: Provide fans a safe, convenient place to get tickets to the games, concerts, and theater shows they want to see, and an easy way to sell their tickets when they can’t go.Employees: 650+Target Market: Fans everywhereYears of email experience: 11
  18. 18. THE CAMPAIGNCampaign Objective:Recap order details and set buyer expectations for the next milestoneto reduce inbound customer service contactsCampaign Strategy:Provide a streamlined look and feel that highlights key order attributesand artifactsKey Metrics Tracked:Customer Service Contacts per order, Buyer NPS, Delivery Rate[Coming soon: open rate, click-through rates, cross-sell]Definition of Success:Enhance user experience in a way that drives buyer expectations,increases satisfaction and reduces number of contacts per order
  19. 19. Description THE CAMPAIGN• Update and inform buyers who have a recently placed order or whose order has reached a key milestoneGoal• Engage and inform users throughout the lifecycle of their orderTarget Audience• Buyers who have an order that has not yet reached the order completion milestoneFrequency• On-demand [ongoing]
  20. 20. THE CAMPAIGNWhy it Works• Sets clear expectations for delivery timelines and next steps• Leverages database triggers Real-time dynamic content updatesResults• Campaign launched August 31, 2011: Not enough data
  21. 21. THE CAMPAIGNWhat’s Next• Onboard 70 additional transactional emails into this format• Consolidate existing marketing channel into a single channel to leverage cross- sell/recommendation campaigns• Allow large-volume users to opt-out of non-essential transactional email campaigns [reduced noise]• Multi-language support
  22. 22. TAKE YOUR SHOT
  23. 23. THE BUSINESSCompany: Joss & MainIndustry: Online Home Furnishings RetailSize: $380 MillionProduct: Exclusive members-only access to the worlds most recognized designers and brands for the home at up to 70% off retail.Employees: 900Years of email experience: 8
  24. 24. THE CAMPAIGNCampaign Objective:Maximize member sign-ups with only one touch per customerCampaign Strategy:Iterative creative testing starting with least active customers tomaximize sign-ups from high-response customer groupKey Metrics Tracked:Open rate, click-to-open, enroll-to-clickDefinition of Success:Total new members
  25. 25. THE CAMPAIGNDescription• Daily iterative creative testing from top of the subject through sign-up• Closely managed – daily recaps to analyze results and plot next day’s creative• Subject line testing on 4th most responsive group• Creative testing on 3rd most responsive group• Landing page testing on 2nd most responsive group• Optimized invitation for top customers
  26. 26. THE CAMPAIGNGoalEnsure optimal invitation for top customersTarget AudiencePrevious Wayfair customersFrequencyOne mailing per day for 5 daysWhy it Works• Each day’s learnings improve the next day’s response rate• Staged testing ensures better experience for better customer groups• All learnings from testing are applied to daily new customer invitations
  27. 27. THE RESULTSResults• Open Rate Up 15%• Click-to-Open Up 55%• Signup-to-Click Up 90%• Total Improvement: 240%What’s Next• Continued subject line testing• Test timing for triggered invitation for new Wayfair customers
  28. 28. TAKE YOUR SHOT
  29. 29. THE BUSINESSCompany: HauteLookIndustry: Online Retail Flash SalesSize: 6 million membersProduct: The future of retail: Limited time sale events of great brands in women’s and men’s apparel & accessories, beauty, kids, home and travel, all at 50-75% off. Purchased by Nordstrom in March, 2011Employees: 250 in Los Angeles, NYC & ChicagoTarget Market: “Jessica” is young, affluent, cosmopolitan and owns a dog named Bailey. She’s stylish and loves a great deal and thinks a great pair of jeans will take her anywhere she wants to go.Years of email experience: I’ve lost count
  30. 30. THE CAMPAIGNCampaign Overview: Brand Affinity EmailsCampaign Objective:Drive member engagement andpurchase conversion.Campaign Strategy:Targeted email that notifies membersthat their favorite brand is back, twohours before event launches.Key Metrics Tracked:Open Rates, Click-through rates,Purchase Conversion, Revenue/EmailDelivered.Definition of Success:Lift in engagement and purchaseconversion metrics.
  31. 31. THE CAMPAIGNDescriptionTriggered email alerting members when theirfavorite brands are back on HauteLook.GoalDrive purchase/repeat purchase and engagement.Target AudienceMembers who have purchased or carted an itemfrom targeted brand.FrequencyDailyWhy it works• One-to-one marketing. It doesn’t get much more relevant than this!• Access to your favorite brand at 50-75% off – it’s a no brainer.
  32. 32. THE RESULTSResults Brand vs Category Level TargetingCompared to category-level 343%targeted emails, brand affinityemails drive:• 52% more opens 216%• 32% more clicks• 2x more purchases/click• 3.5X higher revenue/email delivered 52% 32%What’s Next Opens Clicks Click to Purchase Rev/EmailScale and automate this Deliveredcampaign!
  33. 33. TAKE YOUR SHOT
  34. 34. TIME TO VOTE