“This is a testimony of how even the most seemingly mundane changes can have a startling impact and help change a culture,” Thomas Mender, Senior Manager or Database Marketing, Whirlpool, said. In this MarketingSherpa webinar, Mender and Daniel Burstein, Director of Editorial Content, MECLABS, will provide you with a behind-the-scenes look at the Whirlpool Ice lead generation campaign. Mender will also explain how he took what he learned from Email Summit 2013, and challenged the brand and agency teams to develop a version of the creative that focused solely on the business goal. You will discover how: • Mender overcame initial skepticism to move to a “less is more” approach. • The team integrated online and offline marketing to maximize the email open rate and get consumers “in the door.” • One minor change led to a 42% lift in clickthrough and helped create a test-and-learn culture at Whirlpool.

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2. Email Marketing
Why One Test Triggered a 180-Degree Turn in How All
Whirlpool Brands Direct Market to Consumers

3. We’re live streaming!
Join us at MarketingSherpa.com/LiveWebinar

4. Speakers
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Tom Mender
Senior Manager, Database Marketing
Whirlpool
@TomMender
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Headshot

5. Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar

6. Related resources
• Web Optimization Summit 2014
• Email Marketing: Whirlpool lifts clickthrough rate 42%, creates testing culture
• B2C Email Marketing: Mobile accessories company boosts revenue-per-email 152% via
customer appreciation promotion
• Email Marketing: Dell lifts revenue 109% via GIF-centric campaign
• Email Marketing 2013: The top 10 MarketingSherpa articles for your New Year's
marketing resolutions

7. Session speaker
Thomas Mender
Senior Manager, Database Marketing
Whirlpool
Thomas has more than 20 years of experience in development and
implementation of data warehouses, turn-key applications and
business intelligence solutions for a variety of industries.
Currently, he heads the database marketing team at Whirlpool and
manages multichannel direct marketing across multiple brands and
business units.
Mender is a graduate of Purdue University and is also an Oracle
Data Warehouse Certified Professional.
Black & White
Headshot
@TomMender

8. About
• World’s leading global home appliance manufacturer
• $19 billion annual sales in 2013
• 69,000 employees
• Total of 90 million emails sent
• Rank #154 Fortune 500 company

9. Win Back Former Customers
Retain At-Risk Customers
Grow High-Value Customers
Convert New Customers
Engage Prospects
Attract Prospects
Customer retention
• 14 internal clients
• 5 brands
• Retain those consumers post-
purchase
• Keep them engaged
• Keep their consideration

10. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate

11. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate

12. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
2008 2009 2010 2011
Opt-Outs
Clickthrough Rate
We faced a challenge, so …

13. Email Summit
2013

14. Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published

15. Testing: Calls-to-action
Experiment ID: Summit Experiment – Calls-to-Action
Location: Whirlpool Testing Library
Campaign Focus: Ice email campaign
Background: Applying what was learned about minimizing CTAs in email sends at
Email Summit 2013.
Objective: To achieve a higher clickthrough rate.
Primary Research Question: Will having a single CTA be more effective than
multiple CTAs?
Test Design: Single variable A/B split test
Research Notes:

16. Control
• Primary goal of the campaign is to
promote one-time promotional
email ($400 off)
• Recipients: Total of 700,000 of
current customers
• Hand-raisers
• Recent purchasers (≤5 years)
• Old purchasers (>5 years)
• Current Ice product owners
Testing: Calls-to-action

17. Control email
Top Bottom

18. Testing: Calls-to-action
Treatment
CTA CTA
Control

19. Results: Testing calls-to-action
Calls-to-action tested
Hand-
raisers
Purchasers
(≤ 5 years)
Purchasers
(> 5 years)
Current Ice
owners
Avg.
Control 1.23% 0.35% 0.40% 2.77% 1.19%
Treatment 1.55% 0.54% 0.57% 4.34% 1.75%
Relative Difference +26% +53% +43% +57% +42%
42% increase in clickthrough rate
The treatment increased CTR for each of the segments below.

20. What the data tells us!
Even subtle changes can have a huge impact on
customer behavior
Presenting customers with a single objective
increased engagement
The results increased effectiveness across all
segments

21. Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published

22. Building customer
profile
Data collection
Agency builds
creatives
Test is launched
22
Current process
Marketing team
approves creatives
Creating test ideas -
collaborate

23. Whirlpool testing roadmap
BACKGROUND
Whirlpool brand wishes to use one-to-one marketing to drive sales of its Ice
product line via a rebate offer located on a landing page.

24. Whirlpool testing roadmap
GOALS
Maximize email open rate – get consumers “in the door”
Understand database segment performance – (A) intenders, (B) owners of an
Ice product, (C) owners of a newer product and (D) owners of an aging product
Understand what triggers CTA engagement
1
2
3
1
2
3

25. Whirlpool testing roadmap

26. The inverted funnel
• Customers are not “falling”
into your funnel, they are
“climbing” up.
• Every micro-decision is a place
to test.
• Every channel
• Every touch point in each channel

27. Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighten Your Laundry Load
3 Great Ways to Lighten Your Laundry Load
A
B
C
D

29. Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighten Your Laundry Load
3 Great Ways to Lighten Your Laundry Load
13.30%
17.07%
17.93%
14.47%
A
B
C
D

30. Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighten Your Laundry Load
3 Great Ways to Lighten Your Laundry Load
A
B
C
D
Want to Make Doing Laundry Loads Easier?
Introducing an App That Makes Laundry Fun. Seriously!
Conquer Laundry: Enlist the WashSquad
A
B
C
CreativeACreativeB

31. Subject line testing
Doing Laundry Just Got Loads Easier
Perfect Laundry is Now Perfectly Simple
Download This App: Lighten Your Laundry Load
3 Great Ways to Lighten Your Laundry Load
A
B
C
D
Want to Make Doing Laundry Loads Easier?
Introducing an App That Makes Laundry Fun. Seriously!
Conquer Laundry: Enlist the WashSquad
A
B
C
CreativeACreativeB
Action-oriented subject
lines got higher open rates

32. Version A:
Application
theme
Version B:
Lifestyle
theme
FREE DOWNLOAD
CTA drives users directly
to Apple Store for
download – minimize
number of clicks
Value proposition testing

33. Value proposition testing
15.3%Increase in
clickthrough rate
*Tuesday deployment generated 19.2%
more unique opens than Wednesday

34. Value proposition testing
Increase in
clickthrough rate
*Tuesday deployment generated 19.2%
more unique opens than Wednesday
A lifestyle theme got higher
open rates

35. Value proposition testing
Version A:
Control
Version B:
Treatment
TESTING USER-
GENERATED CONTENT
FROM RATINGS AND
REVIEWS

36. Value proposition testing
Value prop testing CTR Relative difference
Intenders 0.64% 151.04%
Old refers 0.27% 26.05%
All general 0.39% -10.51%
!
What You Need to Understand: Customer reviews added a
significant increase for intentional buyers, but not across all
segments.
151% increase in clickthrough rate in intenders
CTR for intenders was significantly higher than other segments.

37. Whirlpool testing impact
30%CTR
15.3%
CTR
15%
Open Rate
151%
CTR42%CTR

38. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009 2010 2011 2012 2013 2014
Opt-Outs
Clickthrough Rate

39. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009 2010 2011 2012 2013 2014
Opt-Outs
Clickthrough Rate

40. Before Testing: Clickthrough vs. opt-out rates
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
2008 2009 2010 2011 2012 2013 2014
Opt-Outs
Clickthrough RateSmall changes, BIG impact

41. Whirlpool’s Testing Dashboard
• Whirlpool’s Dashboard
provides at-a-glance results
• Saves time and effort for more
testing
• Gives credit where it’s due

42. Top takeaways
Even small changes can make a big difference
It’s not all about the numbers – it’s about the culture
Let consumers make the decisions

43. Thank you
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Tom Mender
Senior Manager, Database Marketing
Whirlpool
@TomMender
Black & White
Headshot