ultimate email marketing: big brands square off
TRANSCRIPT
dma12.org
THE RULES• The cage has a diameter as
big as this stage, all of which can be used by the fighters to demonstrate their mastery
• The Champion bout consists of three rounds, plus Q&A
• The bout will run 45 Minutes(or until somebody says uncle)
dma12.org
THIS FIGHT• This is a Heavyweight Bout
• Unless there is a TKO, the winner will be determined by you
• Be disruptive…er, uh interactive
• Boring the Audience
• Physical Abuse Verbal abuse is highly encouraged
• No questions from the audience
FOULS
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dma12.org
WILL AUSTINdatabase marketing director
CALLIE WILSONdirector of email marketing
KEVIN HICKEYglobal manager, email/sms marketing
Unique Approach: Quality vs Quantity
Judo Move:Data Wizardry
Unique Approach: Relevance…really
Judo Move:The Multi-Plex
Unique Approach: All about behavior
Judo Move:Dynamic Drop
dma12.org
IT’S TIME!
THE BUSINESSCompany: Scripps Networks Interactive
Industry & Size: Broadcast/Cable Media, Internet/Digital Syndication$449B in 2012 (proj.)
Product: Lifestyle Media Content
Target Market: Lifestyle Media (the Cooking Channel, DIY Network, Food.com, the Food Network, FrontDoor.com, GAC, HGTV, HGTVRemodels, and the Travel Channel).
Years of email experience: 5 in email marketing (10+ in digital marketing/analytics)
@will_austindma12.org
dma12.org
THE CAMPAIGNCampaign Objective:Sell email marketing as a premium CPM, not as an add-on.
Campaign Strategy:Highly define core audience using DMP and list hygiene.
Key Metrics Tracked: Opens and additional pages consumed.
Definition of Success: Subscriber opens reminder mailing, subscriber votes, subscriber consumes addition virtual inventory.
I want your brains - and your ROI...
@will_austin
dma12.org
THE CAMPAIGN DescriptionTentpole Sweepstakes Reminder Service. GoalTo remind subscribers to return to our sites twice per day to cast votes for our contests and to consume advertiser inventory and/or special promotion content.
Target AudienceAnyone who wants to be reminded of our tentpole sweepstakes (HGTV Dream Home, Green Home, Urban Oasis). Why it worksBecause subscribers are heavily incentivized to subscribe, open, and follow through on conversion simply through the nature of the contest and prizes.
@will_austin
dma12.org
THE RESULTSClicks/Opens: Since Q1 - the tentpole reminder sweepstakes reminder service has flaunted a 73% open rate and generated an additional 173M page views.
List Growth: The reminder lists have grown over 480% in 9 months (ranging from 250K to 1M depending on the sweepstakes).
Engagement: In the 1st quarter alone, Scripps Email Marketing had already amassed 55% of the total page views generated in all of 2011 and 36% of the video views.
73% Open Rate
@will_austin
dma12.org
WHAT’S NEXT?
Co-branded templates and first party data.
Together with Adobe Audience Manager, Scripps has identified and grouped our email audience into premium CPM segments. Reminder services are soon being sold as a co-branded postcard messages.
@will_austin
dma12.org
TAKE YOUR SHOT!
dma12.org
THE BUSINESSPassionate Team, Food & Cooking Culture
Company: Cooking.com
Industry & Size: Internet & Mail-Order Retail, 8.2B in 2012
Product: Provide turnkey e-commerce solution to leading brands in food and cooking space
Target Market: Online Food and Cooking Space – Top Chefs, Media Companies and Consumer Product Brands
Years of Email Experience: 6
dma12.org
THE CAMPAIGNDescription: Transactional Messaging and Lifecycle Marketing Goal: Increase member LTV by providing more opportunities to convert with more relevant, behavioral targeted content
Target Audience: Members (buyers or non buyers) who purchase, place items in cart or browse an item.
Why it works: Because it allows for instantaneous mailings of trigger emails (i.e. New Member Welcome, Abandoned Cart, Loyalty Program, etc.) and automation of timely event-triggered messaging (Welcome series, Abandon program, and Transactional series).
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THE CAMPAIGN
Member DatabaseSales ($) Conversion FunnelNew Member Acquisition Funnel
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THE CAMPAIGN
Key Metrics: Retention (first time members vs. existing members), Open Rate, CTR, Conversion, and AOV
Definition of Success: Increase membership retention, higher open rate, higher conversion rate, and increase revenue
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THE RESULTS• Opens: 38% increase in open rate• Clicks: 59% higher clicks• List Growth: On-Boarding Campaign has increased new member acquisition by 70%• Engagement: 29% decrease in disengagement
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WHAT’S NEXT?• More targeted and relevant
communication
• Utilize historical customer behavior to roll out new LCM Campaigns (We Miss You, New Product Alerts, and Purchase Follow Up)
• Progressively profile & gather new user data to optimize On-Boarding, Abandon and Transactional Series.
dma12.org
TAKE YOUR SHOT!
dma12.org
THE BUSINESSCompany:InterContinental Hotels Group (IHG)
Industry: Hospitality
Industry Size: Over 4,500 hotels in nearly 100 countries
Product: Nine hotel brands – InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites, Candlewood Suites, EVEN Hotels & HUALUXE Hotels and Resorts
Target Market: Guests ranging from staying in luxurious upscale hotels in the world's major cities and resorts to reliable family-oriented hotels that offer great service and value
Years of email experience: 7
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THE CAMPAIGNCampaign Objective: Promotional Venetian & Palazzo flash sale campaign to drive awareness, Reward Night stays and paid nights
Campaign Target: Leverage explicit/implicit profile, behavioral & click data, such as active PCR/AMB mbrs with adequate point balances
Key Metrics Tracked: Impressions, engagement, revenue (total, conversion, efficiency) and disengagement
Definition of Success:V|P awareness, loyalty retention & revenue
√
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THE CAMPAIGNAnnouncement Wave
• Subject line: 24 Hours Only. Enjoy 50% off Reward Nights In Las Vegas.
• Interactive countdown clock to drive greater sense of urgency
• Distinct templates versioned for membership levels
• Dynamic cross-sell within secondary messages
• Treat / control groups used to measure incrementality
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THE RESULTS
54.7%
22.6%
5.6%
3.7%
Compared to our channel benchmarks:
• 47.8% higher impressions• 20.8% higher clicks• highest revenue producing
campaign for V|P since start of partnership
• 2.5% higher conversion rate & revenue per email
• 77.9% decrease in disengagement
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THE RESULTSAdditional media coverage picked up by consumers, social sites, USA TODAY and other PR outlets
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WHAT’S NEXT?• Expansion of flash sales to
new resort locations, international markets and other brands (eg, ICAR & Holiday Inn Resorts)
• Testing impact of new tactics like real-time message content and Subject Line icons ★
• Continued refinement of dynamic targeting & personalization
dma12.org
TAKE YOUR SHOT!
dma12.org
AND THE WINNER IS…