how big brands do it: your email future from highroad solution
DESCRIPTION
John Brandt & Skip O'Neill provide case studies from corporate clients as to how big brands use email marketing for lead generation & customer retention. The presentation was originally presented at HighRoad Solution's first user group conference held at the headquarters of ASAE in Washington, DC on June 6, 2013.TRANSCRIPT
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How Big Brands Do It:Your Email Future
Skip O’Neill & John Brandt
BlueHornet
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• “Pretty Big Tuesday” holiday flash sale campaign
• Tuesday sales jumped 35% in November & 118% in December.
• 2012 ClickZ Winner: Best Use of Email Marketing
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• Initial abandonment campaign generated 12% lift in captured revenue
• Emails contained no incentives, but focused on brand reassurance to encourage transaction completion
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• 40% open rate• Traffic to KFC.com increased
29%• 3 million additional
impressions• 12,000 shares on
FB & Twitter in 24 hours• 30% increase in email opt-ins
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• Subscribers who join the Chuck E-Club via text message account for 5% of daily sign up volume
• Open rate of text subscribers is typically 10-20% higher than that of all other subscribers
• Coupon clicks are 8-10% higher for subscribers that used texting as a sign up method
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• Implemented a content-based win-back strategy
• The program re-captured over 10% of dormant subscribers
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• International luxury properties: Doyle, Kempinski, Omni, and more
• 14 brands, 1,000+ content versions, 7 languages
• BlueHornet scales with them as their loyalty program grows – over 1.7 million members worldwide
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• 85% of Gmail subscribers were excluded from lists because they had not opened in 30 days
• Slowly adding more Gmail addresses over time + close monitoring restored delivery to 100%
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