Big Brands Square Off at StrongView 2013 Client Summit


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Email marketing experts from JibJab, Zumba Fitness, and Hammacher Schlemmer present one of their best and/or most innovative email campaign to outdo each other in their special StrongView Client Summit version of Big Brands Square Off.

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  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Without further ado – in my best bruce buffer voice - - It’s Time!
  • Big Brands Square Off at StrongView 2013 Client Summit

    1. 1. #SVCS2013
    2. 2. THE RULES • The cage has a diameter as big as this stage, all of which can be used by the fighters to demonstrate their mastery • The Champion Bout consists of four rounds, plus Q&A • The bout will run 45 Minutes (or until somebody cries “uncle”) #SVCS2013
    3. 3. THIS FIGHT • This is a Heavyweight Bout • Unless there is a TKO, the winner will be determined by you • Be disruptive…er, uh interactive FOULS • Boring the Audience • Physical Abuse Verbal abuse is highly encouraged • No questions from the audience #SVCS2013
    4. 4. Unique Approach: Party in the Inbox Alessandra Souers sr. product marketing manager Judo Move: Personalization Pile Driver Unique Approach: Pushing Brand not Discounts Joanna Furlong marketing manager Judo Move: Abandonment Reversal Unique Approach: Ignoring Standard Revenue Metrics Brian Schmidt ecommerce marketing analyst, email Judo Move: Something Unexpected Unique Approach: Divide & Conquer Wayne Miller sr. digital marketing manager Judo Move: Segmentation Sweep #SVCS2013
    5. 5. IT‟S TIME! #SVCS2013
    6. 6. THE BUSINESS Company: JibJab Media Industry: Entertainment Product: Starring You® eCards, satire and assorted tomfoolery Employees: 55 Snacks: Unlimited Personal Years of Experience: 5 #SVCS2013
    7. 7. THE CAMPAIGN Two Goals 1. Broaden personalization experience by using our most recognizable and iconic “data” effectively in the inbox 2. Increase click-through and conversion rates #SVCS2013
    8. 8. THE CAMPAIGN So we built a Personalized Image Engine #SVCS2013
    9. 9. THE CAMPAIGN How did we build it? 1 - Existing eCard “casting” technology 2 - A little SQL allowing us to combine custom graphics and user “heads” 3 - A lot of servers to process JPG creation at peak open times The culmination of our efforts… #SVCS2013
    10. 10. THE CAMPAIGN And now… the test! St. Patrick’s Day 2013 A/B-Split 1. Personalized Mailing 2. Non-personalized Mailing Three Possible Variations (depending on user state): 1. Users with 0 heads 2. Users with fewer heads than shown 3. Users with all heads #SVCS2013
    11. 11. THE RESULTS Casted version wins! • Click rate  35% • Conversion rate  43% • Revenue  117% #SVCS2013
    12. 12. THE RESULTS Reactions & Confusion • Responses directed to friends in images  • Requests for more personalization  • Legal threats  • Compensation demands  Clearing Things Up: • Added explicit callouts explaining security of personalization • Added opt-out feature in „My Account‟ section #SVCS2013
    13. 13. WHAT‟S NEXT? • Deeper testing (location, size, no. of heads) • “Create This Card” feature • Incorporating into transactional and triggered messages • Building functionality for children‟s brand to verify character creation and highlight educational Starring You® products #SVCS2013
    14. 14. #SVCS2013
    15. 15. TAKE YOUR SHOT! #SVCS2013
    16. 16. THE BUSINESS Company: Industry: Online Travel Industry Size: $157 Billion Product: Flights, Hotels, Rental Cars Personal Years of Experience: 10 #SVCS2013
    17. 17. THE CAMPAIGN Description: Abandonment Series Goal: 1) Bring back customers who demonstrated an interest in flights, but didn‟t buy. 2) Remind these prospective buyers about what makes CheapAir unique. 1) Price Drop Payback 2) Personalized service 3) Mix-and-Match™ 3) Not about discounts and coupons. Target Audience: Users who searched for a flight, did not buy, whom we associate to an email address, and haven‟t purchased another flight from us in the last 90 days. #SVCS2013
    18. 18. THE CAMPAIGN Key Metrics Tracked: Opens, Clicks, Sales Definition of Success: Subscriber opens message, clicks and returns to Why it works: - It‟s personalized - We make it easy + demonstrate value (without pushing a coupon!) #SVCS2013
    19. 19. THE RESULTS 48% 58% #SVCS2013 Open Rate Click-to-Open Rate
    20. 20. WHAT‟S NEXT? • Testing message timing • Additional landing pages • Personalized letters from our in-house travel advisors • Expansion of program to Hotels and Cars #SVCS2013
    21. 21. TAKE YOUR SHOT! #SVCS2013
    22. 22. THE BUSINESS Company: Hammacher Schlemmer Industry: Internet & Mail-Order Retail Industry Size: $270B in 2012 Product: High-End Gadgets and Gifts, First-to-Market Goods Target Market: Individuals looking for The Best, The Only, and The Unexpected – either in solutions to everyday problems or unforgettable gifts. #SVCS2013
    23. 23. THE CAMPAIGN Description: Something Unexpected Goal: Drive high engagement to help maintain activity and deliverability Target Audience: Entire email file, from prospects to buyers Why It Works: Everyone loves surprises and hovercrafts #SVCS2013
    24. 24. THE CAMPAIGN #SVCS2013
    25. 25. THE CAMPAIGN Key Metrics Tracked: Primary: - Opens, Clicks, Unsubscribes Secondary: - Orders, Revenue, LTV Changes Definition of Success: An increase in engagement coupled with an increase in subscriber retention and maintaining long-term deliverability to major ISPs #SVCS2013
    26. 26. THE RESULTS • 38.21% Open Rate • 11.13% Click Rate • 42% Reduction in Unsubs • 99.2% Deliverability • 98.5% Inbox Placement • 100% at Major ISPS #SVCS2013
    27. 27. WHAT‟S NEXT? • Personalization based on site actions • Complex Lifecycle Onboarding Program • Segmentation based on category • Frequency self-selection #SVCS2013
    28. 28. TAKE YOUR SHOT! #SVCS2013
    29. 29. THE BUSINESS Company: Zumba Fitness Industry: Health/Fitness, Consumer Products, Apparel Product: Professional Fitness Training/Education; At-home Exercise DVDs; Video Games; Apparel, Footwear & Accessories; Music Employees: 285 Target Marketing: THE WHOLE WORLD Personal Years of Experience: 7 #SVCS2013
    30. 30. THE CAMPAIGN Problem • We are too awesome • We operate in numerous verticals • We present new instructors with an overwhelming number of offers/products/programs/benefits • We did it all at once #SVCS2013
    31. 31. THE CAMPAIGN Messaging Flow Chart: #SVCS2013
    32. 32. THE CAMPAIGN Target Audience: New members of the Zumba Instructor Network (ZIN™) Description: Understand instructors‟ motivation for joining the network and target message sequence accordingly. #SVCS2013
    33. 33. THE CAMPAIGN Goals: Increase engagement/conversion rates, lower disengagement, build loyalty and strengthen retention Key Metrics Tracked: • • • • Opens/Clicks/Unsubscribes Specialty Training Registrations Affiliate Program Registrations Apparel & Product Sales #SVCS2013
    34. 34. THE CAMPAIGN • Initial message sent as part of welcome series • Use tracking logs (+ wizardry) to identify clicks • Target following messages based on interests • Introduce additional brand offerings later in customer lifecycle • Testing offers to generate more interest #SVCS2013
    35. 35. THE RESULTS Opens/Clicks: Targeted follow up messages achieved : • 65-75% open rates • 20-40% click-through rates Conversion: Significant revenue and participation lift across all categories Disengagement: Unsubscribe rate dropped nearly 40% within the first 30 days of membership #SVCS2013
    36. 36. WHAT‟S NEXT? • Continue optimizing welcome series – testing creative, subject lines, offers… • Additional messages to help construct more accurate user segmentation • Better consumer (non-instructor) onboarding/welcome series • Real-time dynamic content #SVCS2013
    37. 37. TAKE YOUR SHOT! #SVCS2013
    38. 38. AND THE WINNER IS… #SVCS2013
    39. 39. #SVCS2013