email marketers toolkit for success: part 2

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EEC Pre-Conference Workshop: Email Marketers Toolkit For Success

February 2012PART 2

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Abandon Cart

• Old technique was to wait 3+ days to communicate

• 7 out of 10 online shopping carts are abandoned before a purchase is made

• Between 15% - 50% of abandon carts can be recovered if they are contacted immediately

• Emails are relationship based and avoid “big brother” mentality

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Case Study: FootSmartChallenge

Upwards of 75% of people who put an item in a shopping cart leave the site without buying

SolutionCombined abandoned cart emails with testing to find the best performing email

ResultsAbandoned cart conversion increased to 2.5%

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Design Differentiation

• Break the email template frame (on occasion)

• Tall• Horizontal Scroll

• Consider “breaking the frame” during drive periods that provide supporting visuals

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Testing

Marketing decisions should be based in heavy user testing

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Test Methodologies

A/B or Univariate

Test one variable at a time (subject line, offer copy, image)Easier to implement, but longer to get to a winner

Multivariate

Test as many variables as you like in combinationCan be hard to implement (ESP permitting), but gets to the answer quicker

NEW

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Testing Notes

• Sample size• Need a minimum size to guarantee meaningful results• True significance requires a bit of math, but test cells of

10,000 are generally “close enough”• Test curriculum

• Plan out tests 3-6 months ahead of time• Schedule most impactful tests first

• Test like against like• Make sure all versions can be differentiated from each

other

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Testing Approaches

Old Faithfuls

Elements tested since direct mail days

• Copy length• Images• Offer

Will nearly always deliver incremental results

Insight-based

Based on understanding of the customer or the purchase processNot as certain as Old Faithfuls, but can deliver step-change results

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Insight-Based Example

ChallengeFashion accessories retailer A used email to build brand perception as fashion-forward, although in upwards of half of customers were more function-driven

SolutionIdentify function-driven customers based on purchase history and treat with function-driven copy

ResultsFunction-driven customers treated with function-driven copy had a 40% higher CTO than those treated with fashion-oriented copy

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Animation

Must be appropriate use and add to the creative, not distract

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Video in Email

• Longer retention of the message beyond static email

• Higher engagement • Click thru

• Increase in the viral nature of the email

• Don’t overuse

2

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Social Media“Email is the gateway to social interaction!"

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Why use social mediaMain Reason for Implementing a Social Media StrategyAccording to US Marketing ProfessionalsApril 2010 (% of respondents)

Source: R2integrated (R2) provided to eMarketer, April 14, 2010.

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Going Viral•The average Facebook user has 190 friends*• If you send to 100,000 people and get

0.5% of them to share… • …Then you just about doubled your

potential reach. For free.

*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

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Social is not just Facebook and Twitter

• Wikipedia lists 190 major social media websites

• Social media can be defined as anywhere your brand or product is being discussed

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Grow your list

• Why do you have followers and friends that are not on your email list?

• Give them a reason to sign up.

*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

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Use Email to Add Fans

• All email should have a Like, Share and/or Follow option

• Some emails should be designed for nothing more

*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

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Facebook/NBA

The NBA had 225K Facebook fans at the start of 2007 after their page was live for over 1 year with minimalstrategy and content publishing. 1.5MM new fans were added by the end of that year after a commitment toleverage unique content and move away from strategy to only use the platform to promote NBA.com and TV tune-in.

Left rail, and at times, profile picture, has been used to promote large tent pole initiatives and at times sold to partners as “ad space”

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Twitter/UFC Keys to Success

• Putting their stars to work• Fighters were already active and

engaging in the space• Celebrity CEO @danawhite speaks

both for the brand, and in his own unique voice. – 1.9MM Followers

• Taking advantage of Twitter’s capabilities

• Large portion of content was behind-the-scenes and unique

• Engages with Followers (Twitter 101….but some brands still don’t get that)

• Supports brand initiatives in Twitter with appropriate weights and frequencies of tweets

450K Followers added

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Foursquare/Gowalla/Yelp!

• Who checked in this morning?

• Who has special perks for the mayor?

• Who has a policy for employees not being the mayor?

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Case: Castrol• Castrol motor oil teamed with the

host venue of the NHRA’s championship race to engage fans on-site to check and reward them instantly for sharing their check ins

• Signage was posted in high visibility areas alerting fans that checking in would earn them a gift bag and that sharing that check, via their personal social platforms, would enter them instantly for a chance at a live meet and greet the next morning with NHRA legend John Force

• Total People to Total Check Ins performed at an almost 2:1 ratio for the weekend

• Promotion checked all the correct boxes

• Incentive provided to check in

• Incentive provided to share

• Appropriate support given to drive awareness

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Email Driving Social Engagement

• Almost a 40% open-rate• +10,000 Facebook shares • 2,000 re-tweets  • “Double Down” quickly

rose to #2 on Google’s Hot Search list and #3 on Yahoo’s Buzz Index

• Several late-night talk shows mentioned the sandwich

Subject line: “The KFC Double Down, it is real, no fooling”

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Mobile Use

• Mobile adoption continues to sky-rocket

Phase 1: Mobile AppsPhase 2: Mobile RenderingPhase 2: Mobile targeting

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Segmentation

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• Email recipients do not all respond alike

• Use segments to• Understand how different

elements of your email database respond

• More importantly, to provide your audiences with appropriate content and offers

• Plenty of ways to skin this cat

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Segmentation on Many Levels

• Recency – Behavioral• When did the consumer perform an action• Opens, Clicks, Visits, Join

• Frequency• How often did they perform it• Activity in the last X weeks, months, years

• Monetization• How much did they spend and where• Revenue, revenue per stay

R.F.M

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Other Approaches

• Behavioral• How members use your site or physical locations• How what links they click in your email

• Attitudinal• Based on insights gleaned from branding or

advertising research• Requires being able to turn attitudes into

trackable characteristics• Test your way into the right approach!

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Know Your Limits

• Segmentation depends on the ability of marketing systems to manage segments, i.e.

• Email segmentation only• Marketing dB does not integrate with email dB• Best approaches: RF, link tracking

• Flat file from marketing dB• Marketing dB can send segments one-way to email dB• Best approach: test email tactics at the marketing segment level

• Two-way segmentation (aka Nirvana)• Marketing dB and email dB can share info (or are the same dB)• Combine RF and marketing segments

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Questions?