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