lcmc: multi channel email strategy

Building an Email-Centric, Multi-Channel User Engagement Strategy

Wendy Dittamore, CNETDirector of Audience Development

Introductions

Who is CNET?

What does multi-channel marketing mean in today’s world?

Experian Marketing Services reveals 27 percent of time spent online is on social networking April 16, 2013

Mobile browsing:Email is at the center

Experian Marketing Services reveals 27 percent of time spent online is on social networking Email ranks as top category for time spent on mobile

April 16, 2013

Being everywhere

• Email• Mobile• Social• Search• Entertainment• Shopping• Partnerships

What’s your engagement strategy?

1. Who is your target customer?2. How do you make $$?3. What’s the problem you are solving?4. What will set you up for future success?

Pre-launch

• Getting buy-in• Budget• Goals

• Creative process• Planning

Tactics

• Social• Paid acquisition• Email• Sweepstakes• Partnerships• PR/Events

Reporting

• Tag everything!• Your goals need to be measurable• Communicate to stakeholders • Know your numbers

Wrapping up your campaign

• Communicate results!• Document what worked/what didn’t• Don’t forget those customers

you just acquired• Thank your colleagues

Best practices, lessons learned

• What’s your Plan B?• End-to-end user testing• Don’t make it complicated• Be cohesive - leverage all

your channels

CNET en Español

Launch sweepstakesAugust 27 – September 23

• Sweepstakes• Email• Social

Goals

1. Generate buzz/awareness around launch• Sweepstakes entries

2. Drive engagement with new brand• Social metrics, page views, subscriptions

3. Break-even on expense• Cost vs. value of a user

Entry page

Email

Social

Tested multiple creatives

Entry metricsTotal Entries

Daily Entries

First Newsletter Send Last Chance Newsletter More entries from last chance email than initial send.

97% day/day increase

Editorial/Social Promo

80% day/day increase

How did we do?

1. Generate buzz/awareness around launchSweepstakes entries

2. Drive engagement with new brandFacebook LikesPage viewsSubscriptions

3. Break-even on expenseCost vs. value of a user

Questions?