CCM - Look-Book - 2015

2 0 1 5 c r o s s - c h a n n e l

m a r k e t i n g

http://www.experian.com/marketingservices

contents03Introduction

04Getting animated

06Email + Mobile

07Retargeting

08Experiential

09Segmentation

10The gift guide

11Email + Direct mail

12In real time

13Mobile wallets

14Personalization

15Monetizing social

16Remarketing

17 Responsive design

IntroductIonWelcome to our 2015 Cross-Channel Marketing Look Book

Todays marketers have an enormous task on their hands how can they cut through the thousands of other marketing messages their customers receive each day to engage in authentic conversations? Its a challenging mission, but when you get it right when you really connect with your customers the result is noticeable. Savvy marketers manage to not only cut through the noise, but to captivate and inspire their customers.

Within the pages of our annual Cross-Channel Marketing Look Book, youll find some of the most engaging and cohesive concepts in the industry. These campaigns illustrate that cross-channel interactions have the potential to be truly customer-centric.

Our Look Book isnt a how-to guide, but rather a collection of actual examples to inspire you. The cross-channel interactions that work best coordinate and align numerous factors: brand voice, target audience, the particular promotion or announcement, clever and well-placed calls-to-action (CTAs), social media presence, and so on. And the truth is, theres never one strategy that will work for every brand.

However, as you flip through these pages, we hope youll find the examples weve chosen to be both thought-provoking and practical, and that youll be motivated to implement some of these strategies within your own communications. Above all, we hope that the forward-thinking designs in this book will encourage more brands to create interactions that are relevant, creative and intelligent every time.

2015 Cross-Channel Marketing Look Book | 3

The animation loops quickly and seamlessly it doesnt demand too much of the viewers attention.

Including Pinterest adds a social networking message, helping to foster a sense of community while encouraging gift-giving.

starbucks

Getting animated

With this animated GIF email promoting its holiday contest, Starbucks scores a win for capitalizing on the pop culture reference of the Carlton dance from both the hit TV show The Fresh Prince of Bel-Air and Alfonso Ribieros appearance on Dancing with the Stars. This cross-channel campaign is driven from the mobile-friendly email (pictured) that ties into Starbucks website and also promotes its mobile app. Additionally, Starbucks showcases its Pinterest page at the bottom with an animated display of various gift card styles which are known to be collectables.

Fifty-three percent of daily Pinterest users have purchased online or at a traditional retail store because of something they saw on Pinterest.

Source: Ahalogy, 2015 Pinterest Media Consumption Study, Ahalogy

53%

Seamless animation can bring your mobile-optimized email to the next level @ExperianMkt #ExperianLookBook

4 | 2015 Cross-Channel Marketing Look Book

http://www.ahalogy.com/research/ahalogy-pinterest-media-consumption-study.pdfhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Seamless%20animation%20can%20bring%20your%20mobile-optimized%20email%20to%20the%20next%20level%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Seamless%20animation%20can%20bring%20your%20mobile-optimized%20email%20to%20the%20next%20level%20@ExperianMkt%20%23ExperianLookBook

Normally, Googles grid view displays the first image in the email, which may not accurately represent the message. Creating a custom image helps avoid a wrong-messaging pitfall.

urban outfitters

Getting animated

At first glance, Urban Outfitters retro-styled campaign is clever and effective with a strong CTA and visually appealing animation. What takes this email design to the next level is its use of a custom image for Googles (new) grid view, rather than relying on Googles selection of a random image from the email. The message fuses promotion and mystery the sale merchandise callout doesnt specify verbally or visually whats on sale, but entices the reader to click.

Read rates for messages in Gmails promotions tab approach 20 percent.

Source: Return Path, Inbox Placement Benchmark Report 2014

20%

Googles grid view normally shows the 1st image in an #email but you can assign a custom one too! @ExperianMkt #ExperianLookBook


http://landing.returnpath.com/deliverability-benchmark-2014https://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Google%27s%20%27grid%20view%27%20normally%20shows%20the%201st%20image%20in%20an%20%23email...%20but%20you%20can%20assign%20a%20custom%20one%20too%21%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Google%27s%20%27grid%20view%27%20normally%20shows%20the%201st%20image%20in%20an%20%23email...%20but%20you%20can%20assign%20a%20custom%20one%20too%21%20@ExperianMkt%20%23ExperianLookBook

The concept here is instant gratification a quick text message reply takes 10% off a shopper's purchase.

[email protected]

the Limited

Email + Mobile

A savvy way to increase its mobile list and incentivize shoppers, The Limited uses a time-sensitive offer and provides an extra discount to those that sign up for the brands mobile alerts. By requesting the customers email address as a confirmation, The Limited can better link its customer information across channels, helping to provide a consistent message for all future interactions. Taking the customer from email to mobile to (hopefully) the store, this is a well-constructed cross-channel series of communications.

In 2014, the apparel industry had the highest mobile open rate (59 percent) vs. the travel industry (30 percent).

Source: Return Path, 5 Mobile Trends, 2014

59%

Promoting #mobile subscription through #email can help you link #crosschannel customer data! @ExperianMkt #ExperianLookBook


http://www.returnpath.com/resource/five-mobile-trends/https://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Promoting%20%23mobile%20subscription%20through%20%23email%20can%20help%20you%20link%20%23crosschannel%20customer%20data%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Promoting%20%23mobile%20subscription%20through%20%23email%20can%20help%20you%20link%20%23crosschannel%20customer%20data%20@ExperianMkt%20%23ExperianLookBook

Online, customers have endless time to make a purchase decision meaning items are often left to languish in their shopping carts. Providing visual reminders of whats waiting gently urges the customer to commit.

the Limited

Retargeting

The Limited knows that sometimes its customers need a little extra reminder to order that great new dress online. Based on a visitors browsing and shopping cart history, the brand delivers relevant reminders via both email and Facebooks targeted News Feed ads ensuring that no dress is left behind.

Forty-seven percent of Americans say Facebook is the number one influencer of their purchases.

Source: Social Media Today, New Social Media Statistics You Need to Know, 2014

47%

Did you know 47% of Americans say #Facebook is the top influencer of their purchases @ExperianMkt #ExperianLookBook


http://www.socialmediatoday.com/content/new-social-media-statistics-you-need-knowhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Did%20you%20know...%2047%25%20of%20Americans%20say%20%23Facebook%20is%20the%20top%20influencer%20of%20their%20purchases%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Did%20you%20know...%2047%25%20of%20Americans%20say%20%23Facebook%20is%20the%20top%20influencer%20of%20their%20purchases%20@ExperianMkt%20%23ExperianLookBook

Convenience can drive a strong response theres a lot of value in making it easy for customers to learn about and appreciate their purchase.

sur La table

Experiential

Sur La Table understands that a consumer can buy a mixer just about anywhere. What elevates this message is the marriage of product promotion with in-store experiences and that goes beyond just shopping. Sur La Tables desire to sell is enhanced by its genuine desire to educate the consumer, both online and in-store, on how to get the most out of its products via demos, recipes and more.

Sixty-one percent of U.S. & U.K. shoppers buy in-store, versus 31 percent who buy online.

Source: RetailPro, 4 myths about brick-and-mortar retail debunked, March 2014

61%

Dont limit your messaging to promotions enhance the brand with newsletters, demos, and more @ExperianMkt #ExperianLookBook


http://www.retailpro.com/News/blog/index.php/2014/03/24/4-myths-about-brick-and-mortar-retail-debunked/https://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Don%27t%20limit%20your%20messaging%20to%20promotions%20%2D%2D%20enhance%20the%20brand%20with%20newsletters,%20demos,%20and%20more%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Don%27t%20limit%20your%20messaging%20to%20promotions%20%2D%2D%20enhance%20the%20brand%20with%20newsletters,%20demos,%20and%20more%20@ExperianMkt%20%23ExperianLookBook

New Vintage Henleys For Him, Soft & Sexy Swing T's For Her

Showcasing actual customers photos helps build camaraderie within the customer family.

Ninety percent of retailers segment based on past transactions.

Source: Experian Marketing Services, State of cross-channel marketing report, 2015

90%

American eagle outfitters

Segmentation

This segmented campaign was only sent to customers who had recently purchased jeans, which ensures the message is both relevant and timely. To encourage customers to 'get social,' the mobile-friendly email features an enticing contest, appealing to the customer's ego by showcasing recent entries.

User-generated content can help build a community among customers @ExperianMkt #ExperianLookBook


http://www.experian.com/marketing-services/state-of-cross-channel-report.html?intcmp=ems_homepagehttp://www.experian.com/marketing-services/state-of-cross-channel-report.html?intcmp=ems_homepagehttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=User%2Dgenerated%20content%20can%20help%20build%20a%20community%20among%20customers%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=User%2Dgenerated%20content%20can%20help%20build%20a%20community%20among%20customers%20@ExperianMkt%20%23ExperianLookBook

A greeting cards charm often lies in its crafty, unique design a look that is digitally recreated here. It reinforces that this guides offerings will be treasured for years to come.

Hallmark

The gift guide

Gift guides are an increasingly popular way for brands to engage customers during the holidays. The most effective gift guides are visually appealing and offer well-organized gift suggestions for various types of people on subscribers lists. Here, Hallmark offers a subject line (Your Holiday Gift Guide has arrived) and CTA (Flip through the gift guide now) that are at the same time direct and unique. This gift guide was also sent to subscribers in mid-October which means Hallmark was able to capture its customers attention before their inboxes were inundated with other holiday-related emails.

In 2014, Marketers sent 17.5 percent more email during the holiday season than the year before and saw a 7.4 percent boost in revenue.

Source: Experian Marketing Services, Holiday Hot Sheet, January 2015

17.5%

Consider sending gift-guides early on during the holidays to capture more attention @ExperianMkt #ExperianLookBook


http://www.experian.com/marketing-services/hot-sheets.htmlhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Consider%20sending%20gift%2Dguides%20early%20on%20during%20the%20holidays%20to%20capture%20more%20attention%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Consider%20sending%20gift%2Dguides%20early%20on%20during%20the%20holidays%20to%20capture%20more%20attention%20@ExperianMkt%20%23ExperianLookBook

Welcoming and promotional, this email and direct mail campaign puts a recently relocated customer at ease.

It's a classy, clean way to promote a discount in both channels.

Williams-sonoma

Email + Direct mail

When its customers change addresses, Williams-Sonoma wants to make sure their new homes have perfectly stocked kitchens. This activity-driven email and direct mail campaign is a simple, straightforward and effective way to engage customers who have recently moved in an authentic conversation. The clear offer provides an easy way for the shopper to buy online or by visiting their local store indicated on both the email and direct mail piece.

Forty percent of consumers try new businesses after receiving direct mail.

Source: MarketingProfs, Print marketing will thrive in 2014 and beyond, 2014

40%

Customer #data can tell you when someone is new to your market like new homeowners or parents @ExperianMkt #ExperianLookBook


http://www.marketingprofs.com/articles/2014/24084/print-marketing-will-thrive-in-2014-and-beyondhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Customer%20%23data%20can%20tell%20you%20when%20someone%20is%20new%20to%20your%20market...%20like%20new%20homeowners%20or%20parents%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Customer%20%23data%20can%20tell%20you%20when%20someone%20is%20new%20to%20your%20market...%20like%20new%20homeowners%20or%20parents%20@ExperianMkt%20%23ExperianLookBook

A real-time countdown clock adds urgency and the constantly updated message provides relevancy.

Finish Line

In real time

Since a brand never knows when an email will be opened by its intended recipient, the use of real-time dynamic personalization ensures the message is always relevant. Here, Finish Line is able to adjust its sale announcement based on the date and time the customer opens the email. The message is customized through a countdown clock during the run of the sale, a warning when its about to end and an alternative message after the sale ends.

Brands that have used dynamic content have seen up to a 20 percent increase in revenue and 93 percent click-through rate.

Source: Movable Ink, 2014

20%

Real-time dynamic personalization ensures relevancy and countdown clocks add urgency @ExperianMkt #ExperianLookBook


http://movableink.com/https://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Real%2Dtime%20dynamic%20personalization%20ensures%20relevancy%20%2D%2D%20and%20countdown%20clocks%20add%20urgency%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Real%2Dtime%20dynamic%20personalization%20ensures%20relevancy%20%2D%2D%20and%20countdown%20clocks%20add%20urgency%20@ExperianMkt%20%23ExperianLookBook

Customers feel more in control when they have purchasing options. In this example, mobile wallet options are called out and made easily accessible.

Bloomingdales

Mobile wallets

2014 saw a huge increase in mobile payment adoption thanks to the introduction of services like Apple Pay. Bloomingdales proved it was ahead of the curve with this promotional campaign leveraging both email and mobile channels. By responding to the customer request based on device used, Bloomingdales was able to deliver a coupon right into the customers mobile wallet whether they were on iOS or Android. The driving force behind this message is its promotional focus, touting an impressive sale and tempting savings.

Twenty percent of smartphone owners say they would be interested in a service that lets them use their phone to make purchases in a store.

Source: Experian Marketing Services, Spring 2014 Simmons Connect Study, 2014

20%

20% of smartphone owners say theyd be interested in using it to make a purchase in-store @ExperianMkt #ExperianLookBook


http://www.experian.com/marketing-services/national-consumer-studies.htmlhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=20%25%20of%20smartphone%20owners%20say%20they'd%20be%20interested%20in%20using%20it%20to%20make%20a%20purchase%20in%2Dstore%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=20%25%20of%20smartphone%20owners%20say%20they'd%20be%20interested%20in%20using%20it%20to%20make%20a%20purchase%20in%2Dstore%20@ExperianMkt%20%23ExperianLookBook

Promoting anything free is often successful, but keep in mind

the complimentary item should still be presented with as much quality and visual appeal as possible.

charming charlie

Personalization

Personalization isnt just about knowing your customers name. However, in this case, Charming Charlie creates a compelling campaign by dynamically adding the readers name to appear on a gift card. Tying the offer of a free and elegant card holder to the purchase of a gift card is also a clever incentive.

Forty-six percent of companies personalize messages across more than one channel.

Source: Experian Data Quality, Maximizing personalization, July 2014

46%

Elevating #personalization to affect imagery makes a customer feel even more special @ExperianMkt #ExperianLookBook


http://www.qas.com/whitepapers/maximizing-personalization/contact-form.htmhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Elevating%20%23personalization%20to%20affect%20imagery%20makes%20a%20customer%20feel%20even%20more%20special%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Elevating%20%23personalization%20to%20affect%20imagery%20makes%20a%20customer%20feel%20even%20more%20special%20@ExperianMkt%20%23ExperianLookBook

The messaging style is a combination of social and promotional, giving it a familiar tone and softening the sales pitch. Products, not prices, are front and center, enhancing the retailers high-end reputation.

Anthropologie

Monetizing social

Its only recently that brands have been able to monetize social. With more than one million followers on Instagram, Anthropologie has wisely adopted Curalates Like2Buy service. This service imports and displays Anthropologies Instagram feed and with a single click leads customers to the brands mobile site where they can make a purchase.

A clothing retailer recently saw a 60 percent click-through rate from its Like2Buy page to product pages.

Source: Mobile Commerce Daily, November 2014

60%

Monetize #social w/ services like Like2Buy 1 retailer saw a 60% CTR to its product pages @ExperianMkt #ExperianLookBook


http://www.mobilecommercedaily.com/charlotte-russe-sees-60pc-ctr-with-instagram-like2buy-mcommerce-solution https://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Monetize%20%23social%20w%2F%20services%20like%20Like2Buy%20%2D%2D%201%20retailer%20saw%20a%2060%25%20CTR%20to%20its%20product%20pages%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Monetize%20%23social%20w%2F%20services%20like%20Like2Buy%20%2D%2D%201%20retailer%20saw%20a%2060%25%20CTR%20to%20its%20product%20pages%20@ExperianMkt%20%23ExperianLookBook

This cycle of messaging keeps customers tuned into their orders and new product announcements. Notice the photography/font/CTA style carried throughout the campaign consistency works.

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Bare necessities

Remarketing

Bare Necessities has clearly mastered the art of email remarketing. From activity-driven emails and dynamic product recommendations to personalized replenishment emails, the online retailer covers all of its remarketing bases, as illustrated here. Abandoned shopping cart emails have

20 times higher completion/purchase rates than promotional emails.

Source: Experian Marketing Services, Email remarketing best practices guide, 2014

20x

Abandoned cart emails increase purchase rates by 20x @ExperianMkt #ExperianLookBook


http://www.experian.com/marketing-services/best-practices-remarketing-report.htmlhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Abandoned%20cart%20emails%20increase%20purchase%20rates%20by%2020x%20@ExperianMkt%20%23ExperianLookBook

With brands that require constant informational updates, a well-defined responsive template allows for flexibility, which can improve turnaround.

dIrectV

Responsive design

DIRECTVs weekly schedule of its sports programming is vital to the brands sports-obsessed customers. Knowing this, DIRECTV ensures that every game date and time is presented clearly regardless of the device on which its read. The content adapts through an automatically-rescaled responsive design layout, which keeps each entry visually consistent.

In Q3 2014, 53 percent of total email opens occurred on a mobile or tablet device, and this number is on the rise.

Source: Experian Marketing Services, Q3 2014 Email Benchmark Report, 2014

53%

Heavily informative messages should be simplified for #mobile #ResponsiveDesign @ExperianMkt #ExperianLookBook


http://www.experian.com/marketing-services/email-marketing-quarterly-benchmark-study-q3-2014.htmlhttps://twitter.com/ExperianMkthttp://www.experian.com/marketingserviceshttps://twitter.com/intent/tweet?text=Heavily%20informative%20messages%20should%20be%20simplified%20for%20%23mobile%20%23ResponsiveDesign%20@ExperianMkt%20%23ExperianLookBookhttps://twitter.com/intent/tweet?text=Heavily%20informative%20messages%20should%20be%20simplified%20for%20%23mobile%20%23ResponsiveDesign%20@ExperianMkt%20%23ExperianLookBook

2015 Experian Information Solutions, Inc. All rights reserved.Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. 1/15

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CCM - Look-Book - 2015

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