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Running the Digital Relay with EA Games Case Study

Morgan Goford, Account Director

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Running the Digital Relay 2012

• The competition • The winning strategy

• Email• Mobile• Social

• Winning the digital relay

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Let the relay begin..

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The competition

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Customer preference

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Creating a winning strategy

Pertinence:

Having a clear decisive relevance to the matter in hand

Relevance combined with timeliness

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Flying start...

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Mid way through...

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And finally

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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

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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

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FIFA newsletter personalisation

For the February newsletter they provided online players with their stats and a CTA to check out more

While offline players got a CTA to unlock their stats

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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

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FIFA newsletter personalisation – subject line test

Prior to the February send there was a subject line test done on 10% of the data

Uplift in open rates for the subject line containing stats

As these people were looking for their stats when opening the newsletter an uplift in click rate was seen.

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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

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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 version was 44.03%

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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 version was 52.42%

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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 version was 50.30%

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Viewing platform report

UK Platform summary (% of opens)Mobile: 35%Webmail: 35%Desktop: 30%

FR Platform summary (% of opens)Webmail:  45%Desktop: 36%Mobile: 19%

ES Platform summary (% of opens)Webmail: 50%Desktop: 30%Mobile: 20%

With iPhones and Androids dominating the report, it is advisable that the user experience on these handsets is catered for as a priority

The mobile hosted versions are the best way of providing the 'lowest common denominator' and ensuring that a good mobile experience is available to all mobile users - however for iPhone and Android users, we should endeavour to do better

Use of media queries allows templates which behave differently when viewed on mobile devices thus presenting are more optimised visual experience to the user

Mobile tracking into each mailing to ID trends

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Social

• 504% increase in social media related emails in the past year• According to Experian Hitwise 1 Facebook like = 20 visits to your website

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Social-specific communication

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Social-integrated comms

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Social-presence comms

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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’

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Thank you for listening

Morgan Goford

mgoford@cheetahmail.co.uk

Visit stand C17 for more information

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