Post on 17-May-2015
transcript
Building an Email-Centric, Multi-Channel User Engagement Strategy
Wendy Dittamore, CNETDirector of Audience Development
Introductions
Who is CNET?
What does multi-channel marketing mean in today’s world?
Experian Marketing Services reveals 27 percent of time spent online is on social networking April 16, 2013
Mobile browsing:Email is at the center
Experian Marketing Services reveals 27 percent of time spent online is on social networking Email ranks as top category for time spent on mobile
April 16, 2013
Being everywhere
• Email• Mobile• Social• Search• Entertainment• Shopping• Partnerships
What’s your engagement strategy?
1. Who is your target customer?2. How do you make $$?3. What’s the problem you are solving?4. What will set you up for future success?
Pre-launch
• Getting buy-in• Budget• Goals
• Creative process• Planning
Tactics
• Social• Paid acquisition• Email• Sweepstakes• Partnerships• PR/Events
Reporting
• Tag everything!• Your goals need to be measurable• Communicate to stakeholders • Know your numbers
Wrapping up your campaign
• Communicate results!• Document what worked/what didn’t• Don’t forget those customers
you just acquired• Thank your colleagues
Best practices, lessons learned
• What’s your Plan B?• End-to-end user testing• Don’t make it complicated• Be cohesive - leverage all
your channels
CNET en Español
Launch sweepstakesAugust 27 – September 23
• Sweepstakes• Email• Social
Goals
1. Generate buzz/awareness around launch• Sweepstakes entries
2. Drive engagement with new brand• Social metrics, page views, subscriptions
3. Break-even on expense• Cost vs. value of a user
Entry page
Social
Tested multiple creatives
Entry metricsTotal Entries
Daily Entries
First Newsletter Send Last Chance Newsletter More entries from last chance email than initial send.
97% day/day increase
Editorial/Social Promo
80% day/day increase
How did we do?
1. Generate buzz/awareness around launchSweepstakes entries
2. Drive engagement with new brandFacebook LikesPage viewsSubscriptions
3. Break-even on expenseCost vs. value of a user
Questions?