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Best in Show: Top Takeaways From Email Summit 2013
• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle
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Email Newsletters: How the NFL.com used personalization and segmentation to score a 121% open rate touchdown
Email Awards 2013 Presentation
Christine Hua Brad Bortone Manager of Fan-Centric Marketing Senior Research Editor NFL MECLABS
Segment the audience
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Takeaway: Segment the audience
Objective: To make this email as relevant and targeted as possible by segmenting by a fan’s chosen team, and providing the fan with the most up-to-date, real-time content and information. Steps to Success: 1. Maintained user team preference, with additional newsletter
branding. 2. Further segmented recipient database, broken down by user activity
and longevity. Knowing users need for the most up-to-date information, they inserted a live countdown to their team’s game and scraped the NFL site the day the email is sent for up-to-date articles and videos, not seen by the fan before.
Results: Get me the ball! I’m 121% more open!
Year-over-year, the 2012 NFL.com newsletter produced
• 121% more opens • 26% more clickthroughs • 9% more mobile opens
MarketingSherpa.com/Optimization Amelia Showalter
Director of Digital Analytics Toby Fallsgraff
Email Director Obama for America Obama for America
EARLY BIRD SAVINGS $500 Before March 29
Discover how to apply the science of optimization to your specific marketing needs.
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Last-chance strategies to re-engage inactives before the purge
Win-back Campaigns and List Cleansing
Diana Primeau Pamela Markey Director, Member Services Senior Director, Marketing CNET MECLABS
Send out win-back sweepstakes email
• Provide compelling value to subscribers to drive engagement • Two tickets to the 2012 International CES in Las Vegas • Round trip airfare for two (U.S. and Canada, excluding QC) • Three nights at the Treasure Island Hotel & Casino
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We miss you – please come back!
Send list cleanse and last chance emails
• Two sends, one week apart to all inactive users • Provide the user with something relevant and interesting • Give them a reason to stay
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Is this goodbye? CNET will miss you.
EMAIL SEND RE-ENGAGED List cleanse email 6.35%
Last chance email 2.22%
Campaign results 8.57%
Cleanse and last chance campaign results
8.57% of inactive user base re-engaged List cleanse and last chance campaign result in 8.57% re-engagement
What You Need to Understand: You have to be committed to the cleanse. If you are going to send emails you have to follow through.
!
Small List, Big Results
Proactive List Hygiene
Matt Byrd Email Marketing Manager WeddingWire
One day, this happened to me…
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(Uh oh.)
Determining the Cause • Identified the profile of users who were most likely to
complain. Let’s call these users “Scrubs.”
• Discovered that most Scrubs had been inactive for long periods of time until they complained.
• Removed those Scrubs from my list, and implemented list hygiene as a constant, on-going process.
Internal & External Education
• Removing only those who were highly unlikely to take action
• Spending less money on sending less email
• Preventing large blocks again in the future
• Maintaining a high-quality list for our advertisers & us
Results
Opens & clicks maintained or increased
Spam complaint rate down 76%
Delivering Communications that Convert
Let Buyer Behavior Be Your Guide!
Loren McDonald VP, Industry Relations Silverpop
@LorenMcDonald
Mass Marketing
Behavioral Marketing
Direct Marketing
Customers are a single audience
Customers are many
little audiences
Customers are
individuals
Demographics + Preferences + Behaviors = More Accurate Picture
- Male - Calif.
- Married - Purchased shirts
Purchases a dress
Behavioral Data Only: - Female
- Cross Dresser With Demos/Preferences:
- Likely buying for spouse as gift
How An Online Music Teaching Company Harnessed The Power of E-mail Automation & Behavioral-based Marketing to Increase Conversions.
Jermaine Griggs Founder Hear & Play Music, AutomationClinic.com
• Recency, Monetary, Frequency • A method for analyzing customer behavior and
creating/sorting segments by likelihood to respond.
• Recency – How recently did customer purchase? • Frequency – How often does customer purchase? • Monetary – How much has customer spent?
RFM Defined
Wrapping It Up: Action Steps
• Collect key pieces of data to get the conversation started
• Use CRM that will allow you to continually add and act upon data and tags in user records
• Build out different paths within the sequence for your most active users to follow (course correction for others)
Wrapping It Up: Action Steps
• Incorporate other marketing channels & multimedia elements: direct mail campaigns, personalized audio, video, post cards, birthday cards, gift cards… especially to hyper-responders.
• Remember: Don’t be afraid to use a personal, conversational tone… even in B-to-B. “Companies are People.”
• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein
• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle
Thank You!
