Ultimate Email Champion - Big Brands Square Off at StrongView 2014 Client Summit

StrongView: Proprietary and Confiden4al - October 2014

StrongView: Proprietary and Confiden4al

THE RULES • The cage has a diameter as big as

this stage, all of which can beused by the fighters todemonstrate their mastery

• The Champion Bout consists offour rounds, plus Q&A

• The bout will run 45 Minutes(or until somebody cries “uncle”)


THIS FIGHT • This is a Heavyweight Bout

• Unless there is a TKO, the winnerwill be determined by you

• Be disruptive…er, uh interactive

• Boring the Audience

• Physical AbuseVerbal abuse is highly encouraged

• No questions from the audience

FOULS


Jennifer Stamper email marketing specialist

Matthieu Ullens Head of IT & product strategy

Erryn Neckel marketing director

Unique Approach: Tapping into customer archetypes Judo Move: Persona Powerhouse

Unique Approach: Automation Innovation Judo Move: Content Cannonball

Unique Approach: Metrics driven & controlling IT Judo Move: Belgian chocolate ;-)


IT’S TIME!


Company: Extra Space Storage

Industry: Consumer Services

Industry Size: 24 Billion Product: Empty Space Employees: 3,000 Personal Years of Experience: 3

THE BUSINESS


THE CAMPAIGN

1. Only 55% of our reservations actually move in

The Problems: 2. Reservation templates are not mobile responsive


THE CAMPAIGN

Pierre-Charles L'Enfant's – in 1791 put together the plans for Washington DC

Chief Architects of Boston


The Plan 1-‐3 day

reserva,on

THE CAMPAIGN

3-‐8 day reserva,on

9 day reserva,on

Trigger instant email





7 days a:er reserva,on


24 hours before move-‐in

Move-‐in day reminder








We Were Missing The People THE CAMPAIGN


THE CAMPAIGN The Plan


Personas FA

ST

SLO

W

LOGICAL EMOTIONAL

THE CAMPAIGN


Personas FA

ST

SLO

W

LOGICAL EMOTIONAL

Relationship oriented.

Develops relationship with employees.

Reviews & images.

Spends time asking questions.

Mother Teresa Humanis(c

THE CAMPAIGN


Personas FA

ST

SLO

W

LOGICAL EMOTIONAL



Reviews & images.



THE CAMPAIGN

Direct, goal oriented.

Wants facts.

Knows exactly what she wants and

wants it quickly.

Gaston Compe((ve


Personas FA

ST

SLO

W

LOGICAL EMOTIONAL



Reviews & images.



THE CAMPAIGN


Wants facts.


wants it quickly.

Gaston Compe((ve

Moment-to-moment.

Persuaded by good deal or promo.

Likes video/images.

Is afraid of commitment.

Wants non-threatening communication.

Will Ferrell Spontaneous


Personas FA

ST

SLO

W

LOGICAL EMOTIONAL


Wants facts.


wants it quickly.

Detail oriented.

Wants to make a smart decision.

Wants white papers, materials

and data.

Will take time making decision.

Moment-to-moment.

Persuaded by good deal or promo.

Likes video/images.

Is afraid of commitment.

Wants non-threatening communication.



Reviews & images.


Will Ferrell Spontaneous Gaston

Compe((ve


Mr. Spock Methodical

THE CAMPAIGN


THE CAMPAIGN


THE RESULTS •  Rentals are up 30% since launch •  Open rates are up 7.36% •  Increased customer mobile

engagement

0

100

200

300

400

500

Rentals

2013 2014


WHAT’S NEXT?

1.  SMS campaign for our reservations 2.  Speak to personas in all of our email

programs 3.  Mobile friendly emails 4.  Give customers more control

What we’re testing next:

TAKE YOUR SHOT!



Company: Vente-Exclusive.com

Industry: Flash Sales (comparable to Gilt) Characteristics: Email intensive business Product: Focused on Fashion & lingerie,

but also high-tech, decoration, travel…

Employees: 130 Personal Years of Experience: 15

THE BUSINESS


THE CONTEXT Email intensive business

•  3M users •  70M monthly

emails

Emails represent 60% of order entry channel Churn & activation curves are under control Yet opt-out reduction & activation are key growth buckets

Bucket 1

Bucket 2

TooManyEmails, 50%

DontNeedEmails, 8%

EmailsNotInteres,ng, 7%

EmailFrequency, 6%

DontLikeBrands, 3%

CantAfford, 2%

Others, 24%


CURRENT SITUATION 85% Daily users

A 15% Weekly users

B

1

2

3

Personal alerts

New sales

Open sales

1Open sales


THE PLAN •  The issue

•  Untapped growth potential

•  Opting-out due to email frequency

•  Activation of extra members

•  The Plan

•  Two phased personalization

•  Improve relevance of both programs

•  Improve frequency

1

2

1

2


THE HOW? 85% Daily users

A 15% Weekly users

B

1

2

3

Personal alerts

New sales

Open sales

1Open sales



A 15% Weekly users

B

1



A 15% Weekly users

B

1Open sales

1

Ranking of Sales order based on personal preferences

Introduc,on of Personal alerts 2



A 15% Weekly users

B

1Open sales

1

Ranking of Sales order based on personal preferences

Introduc,on of Personal alerts 2

3 Change frequency based on user email behavior


THE HOW? VEX DB CAL events Email info

VEX datasources

The black box

Pig, R, Azkaban & other Buzzwords

Google Big Query

Relevance initiatives New analytics tool

VEX output

Statistical models based on following criteria For brand relevance: visits, carts, orders, detailed product views, returns, sales visited / sales available… For email frequency: Emails opened, clicked, type of placement clicked, visit, mobile push notifications sent…


THE RESULTS

Preliminary results for phase 1 •  Revenue generate +2.3%

- Translating into +1.4% on total revenues!

•  Clicks/Opens +3.4%

Phase 2 is currently under development •  Results expected as of November 14

TAKE YOUR SHOT!



Company: The Motley Fool

Industry: Financial Services

Purpose: To Help The World Invest - Better. Product: Financial Subscriptions

Offices: United States, United Kingdom, Australia, Canada, Singapore, Germany

Shoes in the office: Optional (Nerf wars, mandatory)

THE BUSINESS


THE CAMPAIGN Opportunity: Less than 20% of our email database had seen our top email messages. Solution: Automate an email program that serves our top converting messages based on a user’s behaviors. Goals: Increase email conversion rates by 10%. And decrease the time to execute. Key Metrics: •  Order Conversion Rate •  Happy Hour Rate Definition of Success: An automated program that sends emails based on a person’s interactions and content responses to increase email conversion rates.

Email Open

Email Click

Site Ac,on

-‐ Engagement Specific -‐ Top Content -‐ Automated


How did we do it?

Start Path Content A

Subject A

Content A

Subject B

Content A

Subject C

THE CAMPAIGN


How did we do it?

Start Path Content A

Subject A

Content A

Subject B

Content A

Subject C

Email & Site Engagement

Open Path

Click Path

Site A Path

Site B Path

THE CAMPAIGN


THE RESULTS Open Rate = Flat


THE RESULTS

Click Rate = Flat

Open Rate = Flat


THE RESULTS

Click Rate = Flat

Order Rate = 12% lift

Open Rate = Flat


THE RESULTS

Click Rate = Flat

Order Rate = 12% lift

Happy hour rate = 100% lift

Open Rate = Flat


WHAT’S NEXT?

Segment List Behaviorally

Recognize top content for

each behavior

Serve Targeted Content

Automate the email sends (happy hour!)


WHAT’S NEXT?

Segment List Behaviorally

Recognize top content for

each behavior

Serve Targeted Content

Subject Line & CTA Tes4ng

New Engagement

Points Deeper

Campaigns

Automate the email sends (happy hour!)

Align with adver4sing ini4a4ves

Addi4onal Segmenta4on Pathways

TAKE YOUR SHOT!


AND THE WINNER IS…

Erryn Neckel


Date post:	13-Jul-2015
Category:	Marketing
Upload:	strongview
View:	223 times
Download:	1 times

Ultimate Email Champion - Big Brands Square Off at StrongView 2014 Client Summit

Marketing