Email & Mobile Theatre; Running the Digital Relay with EA Games Case Study
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Email & Mobile Theatre; Running the Digital Relay with EA Games Case Study
- 1. Running the Digital Relay with EA Games Case Study Morgan Goford, Account Director © Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary.
- 2. Running the Digital Relay 2012 • The competition • The winning strategy • Email • Mobile • Social • Winning the digital relay © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 2
- 3. Let the relay begin.. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 3
- 4. The competition © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 4
- 5. Customer preference © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 5
- 6. Creating a winning strategy Pertinence: Having a clear decisive relevance to the matter in hand Relevance combined with timeliness © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 6
- 7. Flying start... © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 7
- 8. Mid way through... © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 8
- 9. And finally © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 9
- 10. Email best practice • Best practice constantly evolving • Timing of send • Dynamic platform optimization • Integration with all digital channels • Potential for 100% individualised communications • Truly pertinent and dynamically enhanced in real time • Triggered communications based on customer activity an increasing focus • Content interaction = inferred interest • True one to one communication • Optimised for Mobile and Social © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 10
- 11. FIFA newsletter personalisation For the January newsletter there was a single CTA for all subscribers to see their stats online, regardless if they were playing online or not © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 11
- 12. FIFA newsletter personalisation While offline players got a CTA to unlock their stats For the February newsletter they provided online players with their stats and a CTA to check out more © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 12
- 13. FIFA newsletter personalisation Uplift in overall click to open rate between January and February Uplift in the click to open rate on the stats sections between January and February © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 13
- 14. FIFA newsletter personalisation – subject line test Prior to the February send there was a subject line test done on 10% of the data As these people were looking for their stats when opening the newsletter an uplift in click rate was seen. Uplift in open rates for the subject line containing stats © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 14
- 15. Mobile •Smartphone sales have already overtaken PCs, beating laptops since 2010 • 23% increase in mobile emails in 2011 • 40% of UK users consume their personal email on a mobile device at home • Paypal estimates mobile commerce will exceed £2.6 billion by 2015 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 15
- 16. FIFA 12 Gamescom - UK 4.91% of people that opened clicked on the Smartphone version 10.34% of people that clicked did so on the Smartphone version When matching the click data, 1056 people who clicked on the Smartphone version clicked again. A click to view of 15.86% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. version was 44.03% 16 Confidential and proprietary.
- 17. FIFA 12 Gamescom - FR 2.07% of people that opened clicked on the Smartphone version 3.80% of people that clicked did so on the Smartphone version When matching the click data, 271 people who clicked on the Smartphone version clicked again. A click to view of 23.06% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. version was 52.42% 17
- 18. FIFA 12 Gamescom - ES 3.74% of people that opened clicked on the Smartphone version 6.92% of people that clicked did so on the Smartphone version When matching the click data, 490 people who clicked on the Smartphone version clicked again. A click to view of 25.03% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. version was 50.30% 18
- 19. Viewing platform report UK Platform summary (% of opens) With iPhones and Androids dominating the Mobile: 35% report, it is advisable that the user experience on Webmail: 35% these handsets is catered for as a priority Desktop: 30% The mobile hosted versions are the best way of FR Platform summary (% of providing the 'lowest common denominator' and opens) ensuring that a good mobile experience is Webmail: 45% available to all mobile users - however for iPhone Desktop: 36% and Android users, we should endeavour to do Mobile: 19% better ES Platform summary (% of opens) Use of media queries allows templates which Webmail: 50% behave differently when viewed on mobile Desktop: 30% devices thus presenting are more optimised Mobile: 20% visual experience to the user Mobile tracking into each mailing to ID trends © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 19
- 20. Social • 504% increase in social media related emails in the past year • According to Experian Hitwise 1 Facebook like = 20 visits to your website © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 20
- 21. Social-specific communication © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 21
- 22. Social-integrated comms © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 22
- 23. Social-presence comms © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 23
- 24. Winning the digital relay • Right time, right communication, right channel • Opt out is not the end, but an opportunity • Promote other available channels • Track preference • Behavioural email marketing • Channel-agnostic digital planning • Key customer touch points and lifecycle-triggered comms • Preference centre = stated interests • Permission • Content interaction = inferred interests Your customers are ‘always on’ in the attention economy = you need to be ‘always on point’ © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 24
- 25. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 25
- 26. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 26
- 27. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 27
- 28. Thank you for listening Morgan Goford mgoford@cheetahmail.co.uk Visit stand C17 for more information © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 28
- 29. © Experian Information Solutions, Inc. 2007. Allreserved. © Experian CheetahMail 2007. All rights rights reserved. Confidential and proprietary. 29
Notas do Editor
- Relay slightly clunky Olympics tie-in However it does make sense in practical terms – all of your (digital) channels need to work together in order to maintain a good customer journey 100% of the time In this regard the customer is like a baton, passed between channels like the relay team members The key is never to drop or lose the baton – as soon as that happens, you are out of the race
- Never been more – 2011 saw a 57 per cent increase in marketing emails Attention economy requires competitive edge Channel proliferation requires customer focus
- Customer preference necessarily important, and recognised by ISPs: Hotmail Sweep Gmail Priority Inbox Many more With so much quantity, quality will be the real differentiator Answer ‘what’s in it for me?’ for every customer
- Email interaction has changed with the evolution of the digital landscape Nowadays, we tend to generally only read the first few emails in inbox Platform / channel newly important
- Emails sent first thing in the morning are perfectly poised to grab attention when customers are using their smartphones on the way to work or logging on to their PCs These morning messages are very effective, showing the highest transaction rates
- Send an email between 10 am and 1pm and you can benefit from a spike in open rates from those who are having their coffee and lunch breaks
- Time your email to arrive between 6pm and 8pm and you capture customers at the end of a hectic day — it’s a period that records the highest open rates
- Time your email to arrive between 6pm and 8pm and you capture customers at the end of a hectic day — it’s a period that records the highest open rates Realising the potential for 100% individualised communications...
- Content is king despite fast pace of digital change SLs with ‘exclusive’ offers, ‘sale’, ‘rewards’ or customer birthday or anniversary work better Strong open, click and CTO rates Transactions even stronger: 100% to 150% uplift Salutation is no longer enough, it doesn’t break the surface of what is possible FIFA Newsletter personalisation with gamer achievement really resonates with EA customers Content and channel preferences are both key elements of your customer SCV ‘ Free’ in subject lines is outdated, we are too savvy Individualisation will guarantee pertinence
- Previously unbreakable link between channel and device has gone Mobile is a huge opportunity, but only if exploited correctly – seamless customer experience Specialist coding and creative expertise can avoid pitfalls of different viewing platforms
- Still relatively new but increasingly important Simply putting Facebook in your subject line is not enough Hugely dynamic space and fundamental changes can happen in months ‘ Free’ content and incentives can generate impressive engagement and ROI Real-time insight into customer activity and preferences Social push and social pull communications User-generated content = user-led interaction
- ‘ Like’ promotion – incentive was free but perceived value enabled engagement Encourages engagement through additional channel Important to track interaction through all channels to inform SCV
- More emphasis on social media channels in this communication Video content suits this due to desire to empower customers to take content viral Reservation of email / mobile sign up as sole source or first look content
- Standard mailing with less social emphasis Avoid cannibalisation and duplication of content Customer preference can make channel decisions for you – test and learn
- Email Mobile and Social are 3 horseman of the clickopolis: Email is most individualised, 100% personalised Mobile enables constant contact Social communicates with customers within their preferred real estate - Used together and properly, customers can constantly have entirely positive interactions with brands
- Put your customer at the centre of everything you do Make use of customers spheres of influence, as well as your own brands’ influence Empower ownership of relationship by customer – channel and content interaction preferences, social media sharing to facilitate ‘brand advocates’, learning as much as possible from customer activity and rewarding it ‘ What’s in it for me?’ applies to customer as much as your brand To win the relay your customer needs a seamless online experience, using all digital channels on their own terms to satisfy their individual preference