How HomeAdvisor Tested More Relevant Content to Better...
Transcript of How HomeAdvisor Tested More Relevant Content to Better...
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Session Title
JILL MCEWANDirector of Direct MarketingHomeAdvisor
How HomeAdvisor Tested More Relevant Content to Better Tap Into Subscribers’ Motivations and Increased Conversion by 85%
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Jill McEwanDirector of Direct Marketing HomeAdvisor
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Challenge: Deliverability problem
• Rebranded from ServiceMagic to HomeAdvisor in 2012
• We were sending to a very large, yet stale, list of subscribers
• Sending out a cookie-cutter newsletter that was a one-size-fits-all approach
4% open rate
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• Take a lifecycle approach
• Focus on engagement
• Improve deliverability
Goals
Build our brand through email marketing
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Establish as Trusted Brand
Create Engaging Newsletters
Reactivate Subscribers
Engaging customers throughout the lifecycle
Customer Opt-In
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New customer experience
• A homeowner visits HomeAdvisor.com looking for quotes on a home improvement project• We collect information about their project, location and personal information• An account is created
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Opt-in/growing your list
Test
• Pre-checked versus unchecked
box
Results
• 82% increase in opt-in rate
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Establish as Trusted Brand
Create Engaging Newsletters
Reactivate Subscribers
Establish as a trusted brand
Customer Opt-In
![Page 9: How HomeAdvisor Tested More Relevant Content to Better …images.meclabs.com/sitefiles/summit-2016/Slides/1.4_Email_HomeAdvisor.pdf3 Challenge: Deliverability problem • Rebranded](https://reader034.fdocuments.in/reader034/viewer/2022043020/5f3c1eb1bb7aac09127b5278/html5/thumbnails/9.jpg)
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Use welcome series to build trust in brand
Simple Template
Control
Newsletter Template
Treatment
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Simple Template
Control
Newsletter Template
Treatment
Results: Treatment won• +47% increase in
clickthrough rate• +24% lift in conversion
rate
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Use welcome series to build trust in brand
Control Treatment
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Control Treatment
Results: Personalization won• +5% increase in
clickthrough rate• +28% lift in conversion rate
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Establish as Trusted Brand
Create Engaging Newsletters
Reactivate Subscribers
Process
Customer Opt-In
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Conversion
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Engagement
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EngagementConversion
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S/L: Is the Dining Room Dead?
S/L: Granite’s OUT. Here’s What’s IN.
Engagement-focused editions Conversion-focused editions
S/L: Quick Tips for Hiring a Roofer in
<City>
S/L: BathroomRemodeling 101
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Engagement-focused editions Conversion focused editions
Quick Tips for Hiring a Roofer in <City>
Bathroom Remodeling 101
Results:• +5% increase in open rate• +18% increase in
clickthrough rate
S/L: Granite’s OUT. Here’s What’s IN.
S/L: Is the Dining Room Dead?
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Newsletter animation
Static versus animated image
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Results: Animation helped conversions• Tiny increase in
clickthrough rate• +5% lift in conversion rate
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Three articles stackedTwo articles
side-by-side
Two articles stacked
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C
AB
Results: Improve clickthrough rate by increasing the number of articles
• +5% lift in clickthrough rate with three articles
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Responsive design
Unresponsive design
Increase clickthrough and conversion by optimizing mobile email
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Responsive design
Unresponsive Design
Increase clickthrough and conversion by optimizing mobile email
Results: Responsive won
• +2% in clickthrough rate• +13% lift in conversion rate
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Using email click data to deliver
relevant content
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2 Days
S/L: Bathroom Remodeling Designs: What’s Your Style?
S/L: 3 Simple Projects to Get Your Home Resale Ready
A
B
S/L: How Much Should a Bathroom Remodel Cost?
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2 Days
S/L: Bathroom Remodeling Designs: What’s Your Style?
S/L: 3 Simple Projects to Get Your Home Resale Ready
A
B
S/L: How Much Should a Bathroom Remodel Cost?
Results: Relevant content won• +15% lift in open rate• +16% lift in clickthrough rate• +94% lift in conversion rate
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Using site activity data to deliver
relevant content
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1 Days
S/L: Remodeling Costs in <City>. How Much Should You Pay?
S/L: Window Costs in <City>. How Much Should You Pay?
A
B
Customer looking for remodeling quotes
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1 Days
S/L: Remodeling Costs in <City>. How Much Should You Pay?
S/L: Window Costs in <City>. How Much Should You Pay?
A
B
Customer looking for remodeling quotes
Results: Relevant content won• +35% lift in open rate• +60% lift in clickthrough rate• +94% lift in conversion rate
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Establish as Trusted Brand
Create Engaging Newsletters
Reactivate Subscribers
Re-engage inactive subscribers
Customer Opt-In
![Page 35: How HomeAdvisor Tested More Relevant Content to Better …images.meclabs.com/sitefiles/summit-2016/Slides/1.4_Email_HomeAdvisor.pdf3 Challenge: Deliverability problem • Rebranded](https://reader034.fdocuments.in/reader034/viewer/2022043020/5f3c1eb1bb7aac09127b5278/html5/thumbnails/35.jpg)
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What happens if people are inactive?
Goal: Improve deliverability by finding engagement
thresholds by ISP
Test
• What will different ISPs/domains tolerate for your
email?
• Opened or clicked in X amount of time
Results
• Inbox placement with major ISPs
• Low bounce rates across the board
Domain and engagement segmentation
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Re-engage inactive subscribers
Goal
• Improve deliverability and remove dormant subscribers
Campaign
• Subscribers who had not engaged in over a year: Three emails, seven days apart
• Sent to small groups over the course of six months
Results
• 20% reactivation rate
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• Growth 2012 –- 2015:
• +260% lift in open rate
• +4% lift in click rate
• +298% lift in conversions
• Growth 2014 –- 2015:
• +19% lift in open rate
• +10% lift in click rate
• +85% lift in conversions
Email marketing program results
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1. Manage to the lifecycle
2. Focus on engagement
3. Improve deliverabilityTop takeaways
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Thank YouJill McEwan