Date post: | 05-Aug-2015 |
Category: |
Marketing |
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BACKGROUND
▶ Jon Spenceley▶ Community Marketing Manager▶ @jonspenceley▶ vidyard.com/blog
@jonspenceley [email protected]
AGENDA
▶ FUN!▶ 3 Email Campaigns▶ Why▶ What Set Them Apart▶ Results & Lessons Learned
@jonspenceley [email protected]
@jonspenceley [email protected]
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Forrester Reports▶ Industry leading▶ Analyst reports▶ Obscenely expensive
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Executive Q&A: How Personalized Video Works And What It Can Do For You
▶ Much more reasonable:
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Who’s our audience?▶ Marketing managers that want the report▶ Probably don’t want to pay for the report▶ Why?
- Not in their budget- Not sure if the technology is right for them- Because nobody wants to piss off their CFO!
@jonspenceley [email protected]
▶ Social Results:
▶ Bonus: Angry Matt ad had 46% more conversions!
MAKING FORRESTER FUN
@jonspenceley [email protected]
Normal Angry Matt
CTR 0.35% 0.53%
MAKING FORRESTER FUN
▶ How’d it do?!
▶ Angry Matt email swept the board!
@jonspenceley [email protected]
Stat Normal Angry Matt
Open Rate 10.66% 12.61%
CTO 7.99% 12.69%
MAKING FORRESTER FUN
@jonspenceley [email protected]
▶ Lessons Learned?
- Humour works! Sometimes.- Always test subject lines- Integrated messaging is a bonus- Don’t be afraid to brainstorm
WORK SMARTER NOT HARDER
▶ Sloths!▶ Live in the rainforest▶ Eat very tough leaves▶ Evolved… to be special.
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
▶ First started January 2014▶ Wanted to entice people into reading
posts▶ Wrote custom content▶ 150 emails later… this got time
consuming.▶ Hypothesis: Does custom content
matter?
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
Open Rate: 24.74% CTO: 24.14%Open Rate: 22.64% CTO: 23.33%
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
Open Rate: 21.65% CTO: 12.70%Open Rate: 18.73% CTO: 12.00%
WORK SMARTER NOT HARDER
▶ First email: Slightly better CTO▶ Second email: Slightly better CTO
But…
▶ First email: 30 minutes▶ Second email: 5 minutes
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
2/16/1
1 10:11
2/12/1
1 10:10
2/9/1
1 10:31
2/4/1
1 10:20
2/1/1
1 10:02
1/28/1
1 11:31
1/25/1
1 9:57
1/20/1
1 13:28
1/15/1
1 11:25
1/7/1
1 12:37
1/4/1
1 9:33
12/28/1
0 9:45
12/21/1
0 9:33
12/16/1
0 9:15
12/11/1
0 10:15
12/8/1
0 9:30
12/7/1
0 10:30
12/3/1
0 9:30
12/1/1
0 9:30
11/30/1
0 7:000.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
HTML Open RateClick to Open Ratio
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
11/27/1
0 9:30
11/25/1
0 10:30
11/25/1
0 7:30
11/25/1
0 7:30
11/23/1
0 11:08
11/19/1
0 13:22
11/17/1
0 11:00
11/17/1
0 8:00
11/17/1
0 8:00
11/16/1
0 10:36
11/10/1
0 11:00
11/9/1
0 10:40
11/5/1
0 10:05
11/4/1
0 9:04
11/2/1
0 10:27
10/28/1
0 11:03
10/28/1
0 9:03
10/28/1
0 9:03
10/26/1
0 9:44
10/22/1
0 9:33
10/20/1
0 9:37
10/16/1
0 9:34
10/15/1
0 10:14
10/12/1
0 8:33
10/8/1
0 9:56
10/7/1
0 9:29
10/6/1
0 10:49
10/5/1
0 13:35
9/30/1
0 10:00
9/23/1
0 10:30
9/21/1
0 10:46
9/18/1
0 10:08
9/17/1
0 10:29
9/15/1
0 9:43
9/14/1
0 11:56
9/11/1
0 10:28
9/9/1
0 10:02
9/8/1
0 9:47
9/7/1
0 9:00
9/4/1
0 10:24
9/2/1
0 9:45
9/1/1
0 8:480.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Series1Series2
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
▶ Lessons Learned?
- Don’t do extra work if you don’t have to- Don’t believe your first split test – we actually did 4- Pick ONE thing and test it if you really want results- Saving 25 minutes per task adds up fast when you
repeat that task 3 times per week, every week
THAT’S MY NAME, PLEASE WEAR IT OUT
▶ Everyone loves personalization▶ Usually lame▶ Sometimes ends in disaster:
@jonspenceley [email protected]
THAT’S MY NAME, PLEASE WEAR IT OUT
▶ We use a ton of video▶ Video has a HUGE click-through rate▶ Can we personalize video?
@jonspenceley [email protected]
THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley [email protected]
▶ Lessons Learned?
- Personalization packs a punch- Be creative, but don’t overdo it- Try new technologies when you have the chance- Make sure you clean up your lists!
▶ Make people feel something
▶ Find ways to optimize or automate some of your creative content
▶ People love to be surprised, in a good way
@jonspenceley [email protected]