Big Brands Square Off at StrongView 2013 Client Summit
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#SVCS2013
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#SVCS2013
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 four rounds, plus Q&A
• The bout will run 45 Minutes(or until somebody cries “uncle”)
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#SVCS2013
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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Alessandra Souerssr. product marketing manager
Joanna Furlongmarketing manager
Wayne Millersr. digital marketing manager
Unique Approach: Party in the Inbox
Judo Move:Personalization Pile Driver
Unique Approach: Divide & Conquer
Judo Move:Segmentation Sweep
Unique Approach: Pushing Brand not Discounts
Judo Move:Abandonment Reversal
Brian Schmidtecommerce marketing analyst, email
Unique Approach: Ignoring Standard Revenue Metrics
Judo Move:Something Unexpected
#SVCS2013
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IT’S TIME!
#SVCS2013
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#SVCS2013
Company: JibJab Media
Industry: Entertainment
Product: Starring You® eCards, satire and assorted
tomfoolery
Employees: 55
Snacks: Unlimited
Personal Years of Experience: 5
THE BUSINESS
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#SVCS2013
Two Goals
1. Broaden personalization experience by using our most recognizable and iconic “data” effectively in the inbox
2. Increase click-through and conversion rates
THE CAMPAIGN
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#SVCS2013
So we built a
Personalized Image Engine
THE CAMPAIGN
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#SVCS2013
How did we build it?
1 - Existing eCard “casting” technology2 - A little SQL allowing us to combine
custom graphics and user “heads”3 - A lot of servers to process JPG creation
at peak open times
The culmination of our efforts…
THE CAMPAIGN
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#SVCS2013
And now… the test!St. Patrick’s Day 2013
A/B-Split
1. Personalized Mailing2. Non-personalized Mailing
Three Possible Variations (depending on user state): 3. Users with 0 heads4. Users with fewer heads than shown5. Users with all heads
THE CAMPAIGN
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#SVCS2013
Casted version wins!
• Click rate 35%• Conversion rate 43%• Revenue 117%
THE RESULTS
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#SVCS2013
Reactions & Confusion• Responses directed to friends in images
• Requests for more personalization
• Legal threats
• Compensation demands
Clearing Things Up:• Added explicit callouts explaining security of
personalization
• Added opt-out feature in ‘My Account’ section
THE RESULTS
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#SVCS2013
• Deeper testing (location, size, no. of heads)
• “Create This Card” feature
• Incorporating into transactional and triggered messages
• Building functionality for children’s brand to verify character creation and highlight educational Starring You® products
WHAT’S NEXT?
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#SVCS2013
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TAKE YOUR SHOT!
#SVCS2013
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#SVCS2013
THE BUSINESSCompany:CheapAir.com
Industry: Online Travel
Industry Size: $157 Billion
Product: Flights, Hotels, Rental Cars
Personal Years of Experience: 10
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#SVCS2013
THE CAMPAIGNDescription: Abandonment Series
Goal: 1) Bring back customers who
demonstrated an interest in flights, but didn’t buy.
2) Remind these prospective buyers about what makes CheapAir unique.1) Price Drop Payback2) Personalized service3) Mix-and-Match™
3) Not about discounts and coupons.
Target Audience: Users who searched for a flight, did not buy, whom we associate to an email address, and haven’t purchased another flight from us in the last 90 days.
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#SVCS2013
THE CAMPAIGN
Key Metrics Tracked:Opens, Clicks, Sales Definition of Success:Subscriber opens message, clicks and returns to CheapAir.com
Why it works: - It’s personalized- We make it easy + demonstrate value (without pushing a coupon!)
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THE RESULTS
48%58%
Open Rate
Click-to-Open Rate
#SVCS2013
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WHAT’S NEXT?
• Testing message timing
• Additional landing pages
• Personalized letters from our in-house travel advisors
• Expansion of program to Hotels and Cars
#SVCS2013
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TAKE YOUR SHOT!
#SVCS2013
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#SVCS2013
THE BUSINESSCompany:Hammacher Schlemmer
Industry: Internet & Mail-Order Retail
Industry Size: $270B in 2012
Product: High-End Gadgets and Gifts, First-to-Market Goods
Target Market: Individuals looking for The Best, The Only, and The Unexpected – either in solutions to everyday problems or unforgettable gifts.
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#SVCS2013
THE CAMPAIGNDescription:Something Unexpected
Goal:Drive high engagement to help maintain activity and deliverability
Target Audience:Entire email file, from prospects to buyers
Why It Works:Everyone loves surprises and hovercrafts
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THE CAMPAIGN
#SVCS2013
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THE CAMPAIGN
Key Metrics Tracked: Primary: - Opens, Clicks, Unsubscribes
Secondary: - Orders, Revenue, LTV Changes
Definition of Success:An increase in engagement coupled with an increase in subscriber retention and maintaining long-term deliverability to major ISPs
#SVCS2013
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#SVCS2013
THE RESULTS• 38.21% Open Rate
• 11.13% Click Rate
• 42% Reduction in Unsubs
• 99.2% Deliverability
• 98.5% Inbox Placement• 100% at Major ISPS
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#SVCS2013
WHAT’S NEXT?• Personalization based on
site actions
• Complex Lifecycle Onboarding Program
• Segmentation based on category
• Frequency self-selection
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TAKE YOUR SHOT!
#SVCS2013
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#SVCS2013
Company: Zumba Fitness
Industry: Health/Fitness, Consumer Products, Apparel
Product: Professional Fitness Training/Education; At-home Exercise DVDs; Video Games; Apparel, Footwear & Accessories; Music
Employees: 285
Target Marketing:THE WHOLE WORLD
Personal Years of Experience: 7
THE BUSINESS
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#SVCS2013
Problem
• We are too awesome• We operate in numerous verticals• We present new instructors with an
overwhelming number of offers/products/programs/benefits
• We did it all at once
THE CAMPAIGN
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#SVCS2013
Messaging Flow Chart:
THE CAMPAIGN
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#SVCS2013
THE CAMPAIGNTarget Audience:New members of the Zumba Instructor Network (ZIN™)
Description:Understand instructors’ motivation for joining the network and target message sequence accordingly.
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#SVCS2013
THE CAMPAIGNGoals: Increase engagement/conversion rates, lower disengagement, build loyalty and strengthen retention
Key Metrics Tracked:• Opens/Clicks/Unsubscribes• Specialty Training Registrations• Affiliate Program Registrations• Apparel & Product Sales
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#SVCS2013
THE CAMPAIGN• Initial message sent as
part of welcome series
• Use tracking logs (+ wizardry) to identify clicks
• Target following messages based on interests
• Introduce additional brand offerings later in customer lifecycle
• Testing offers to generate more interest
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#SVCS2013
THE RESULTSOpens/Clicks:Targeted follow up messages achieved :• 65-75% open rates• 20-40% click-through rates
Conversion:Significant revenue and participation lift across all categories
Disengagement:Unsubscribe rate dropped nearly 40% within the first 30 days of membership
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#SVCS2013
WHAT’S NEXT?• Continue optimizing welcome series –
testing creative, subject lines, offers…
• Additional messages to help construct more accurate user segmentation
• Better consumer (non-instructor) onboarding/welcome series
• Real-time dynamic content
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TAKE YOUR SHOT!
#SVCS2013
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AND THE WINNER IS…
#SVCS2013
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#SVCS2013