Date post: | 21-Jan-2015 |
Category: |
Business |
Upload: | kristin-hersant |
View: | 724 times |
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Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers
Weight Classes:
HEAVYWEIGHT
THE RULES
THE RULES
60 Minutes(or until somebody says uncle)
Bout Duration:
Fouls:
- Boring the Audience
- Physical Abuse (Verbal Abuse is Encouraged)
- Audience Not Asking Questions
THE RULESHow to Win:
Convince the audience that you are the…
THE FIGHTERS
THE FIGHTERS
THE FIGHTERS
LET’S BATTLE!
Company:Travelocity
Industry: Travel and Hospitality
Industry Size: Considered the worlds largest industry
Product: One of the largest and most respected online travel companies selling Vacation Packages, Flights, Hotels, Cars Rentals, Cruises, etc.
Size: US Travel and Hospitality: 232 BILLION
Employees: 3,000
Target Market: Lovers of Gnomes and their Travel Companions worldwide.
Years of email experience: 10
THE BUSINESS
Campaign Objective: Convert Active Shoppers to “Purchasers”
Campaign Strategy: Promote city Pairs that are X% less that the average fare sold for each city pair in the last X Days.
Key Metrics Tracked: Open rate, Click Thru Rates and Conversions!.
Definition of Success:
Year over Year Bookings Growth
THE CAMPAIGN
THE CAMPAIGNDescription
• Promote city pairs that are X% less than the average fare sold for each city pair in the last X days
Goal
• Convert purchase
Trip Lifecycle
• Pre-Purchase
Target Audience
• Active lookers in last X days who didn’t book their trip
Frequency
• Daily
THE CAMPAIGNWhy it works• Leverages triggered alerts• Integration of relevant cross-sell offers• Built in search functionality
Results• Responsible for X% of all emails sent
BUT 8x% of 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
THE CAMPAIGNWhat’s Next• Creative refresh and testing• Reduced noise for select customers• Further refinement of deals/offer engine
TAKE YOUR SHOT
THE BUSINESSCompany: Shockwave
Industry: Online Gaming
Industry Size: One of the fastest industries in the US
Product: Free and Paid for Gaming Content
Employees: 200
Target Market: Males 18-24, females 30-48.
Years of email experience: 7
THE CAMPAIGNCampaign Objective: New Member Education
Campaign Strategy: Leverage welcome series to Avoid overwhelming new users with site features
Key Metrics Tracked: Member Log-ins
Definition of Success:
Member retention and conversion to paid member or purchaser of content
THE CAMPAIGNEmail #1 in Series: Validation
• Validate email• Confirm Newsletter Sub• Direction on Account
Management• Profile Set up• Loyalty Program – Tokens
THE CAMPAIGNEmail #2 in Series: Welcome 1
• 1 Week post Joining• Touts Features• Game Suggestions• Loyalty
THE CAMPAIGNEmail #3 in Series: Welcome 2
• 2 Weeks post Joining• Solicits User generated content• Game Suggestions• Loyalty
THE RESULTS
• Enhance User Experience• Increase Page Views• Increase ROI
TAKE YOUR SHOT
THE BUSINESSIndustry: Online retail flash sales
HauteLook: The future of retail: Limited-time sale events of
great brands for women, men, kids, home and
beauty, all at 50-75% off.
Founded: December 2007
Size: Over 3 million members
Employees: 200 in Los Angeles, NYC and Chicago
Target Market: Young, affluent shopping enthusiasts who have a strong sense of style and love a great deal!
Years of email experience: 10
THE BUSINESSCampaign Objective: Successfully deliver the daily HauteLook event notification email to over 1 million members within the same 10 minute window every day.
Campaign Strategy: Keep members engaged every day by delivering relevant content based on member lifecycle segment and categories of interest
Key Metrics Tracked: Logins to Site, Opens, Inbox Delivery Rate, SSC Compliance Metrics, Delivery Time
Definition of Success:
Member retention and conversion to paid member or purchaser of content
THE CAMPAIGN
Micromanage email deliverability and suppress high risk member segments who deliver low ROI (Deadweights)
THE CAMPAIGN
Understand key milestones in our member lifecycle and trigger email offers to activate/reactivate them.
• Opens• Clicks• Complaints
THE CAMPAIGN
Deliver targeted versions of the daily emails based on members category of interest. – Leverage WOM
THE CAMPAIGNLift in Open Rates and CTRs for targeted vs non-
targeted ~12% increase in opens 25% increase in clicks/logins
Email Inbox Delivery Rate
SSC Reputation Score
TAKE YOUR SHOT
TIME TO VOTE