optimization summit 2013 - marketingsherpa · top takeaways of marketingsherpa summit 2016....
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Top Takeaways of MarketingSherpa Summit 2016
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319 Applications
16 Hours
of Content 4 Award Winners
1 hour distilled from …
Daniel BursteinDirector of Editorial Content
MarketingSherpa
@DanielBurstein
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Courtney EckerleEditorial Content Manager
MarketingSherpa
@courtneyeckerleSponsored by:
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Shelby Dorsey Reporter
MarketingSherpa
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The 7 Most Challenging Issues for Marketing Departments
Most challenging
Source: MarketingSherpa Marketer Practices SurveyN = 434
Less challenging
1 Size of marketing budget
2 Inadequate staffing resources and expertise
3 Acting on data to improve marketing performance
4 Limited ability to develop content
5 Ability to target recipients
6 Technology
7 Design and management of experiments and A/B tests
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Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Preferred Ways of Receiving Updates and Promotions
8%
9%
15%
17%
20%
24%
28%
38%
49%
54%
I prefer not to receive any company updates orpromotions
Attend local events
Download a mobile app
Receive via text messages
Follow on social media
Subscribe to receive emails at a predeterminedfrequency (chosen by the brand)
Receive at the physical store
Visit the company's website when I want updatesand promotions
Subscribe to receive emails at a frequencyI choose
Receive in the mail
60 % total*
*We asked participants to “Select all thatapply,” which allowed them to pick morethan one option. The total number reflectsunique responses.
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Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Top 7 Ways of Discovering New Products
26%
27%
27%
34%
47%
57%
59%
Customer reviews on the company's site
Through online advertising
Through offline advertising (e.g., ad in the newspaper,billboard, TV ad)
Articles in print magazines/newspapers
Using a search engine
Word-of-mouth from friends, family, colleagues
In-store browsing
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15%
15%
17%
20%
24%
37%
47%
In-person conversations
None
Billboards
Text message
Radio ads
Email on my smartphone
Print ads
Source: MarketingSherpa Consumer Purchase Preference SurveyN = 2,021
Top 7 Preferred Methods of Communicating With CompaniesWhen Away From Computer
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Abby SeeSenior Director, Online MarketingSunrise Senior Living
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The Sunrise Senior Living community
• 26,000 residents in North America
• 3,000 residents in the United Kingdom
• 304 senior living communities total
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50%of customers have an urgent or immediate need …
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… And have to move their loved one into senior living within
30 days.
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The approach
1234
Convert website to responsive design
Conduct user testing to discover pain points
Launch a ‘Care Questionnaire’
Integrate lead generation campaigns
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RESULTS
61% survey completion rate
• 6% of questionnaire completers requested to be contacted by a Sunrise representative
• 8% lift in users to the questionnaire through targeted paid media campaigns
Completion Rate:
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Karen Thomas-SmithVice President, Provider Marketing and Reference ManagementOptum
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Quality
Patient Access
Medical Necessity
Reimbursement
Financial andClinical Analytics
Population HealthManagement
AlignedIncentives
Providing Care
ClinicalCare
Coding andDocumentation
Care DeliveryModel
Managing Health
Preparefor Change
OptimizePerformance
InvestNew Capital
Patient Satisfaction
Cost
Navigating the journey from providing care to managing health
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Client learning and relationships
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Landing Pages
PRIMARY CONTENT
Banner Ads
Blog Series
Email Templates
Optum.com/PURL
Reimagining content
SUPPLEMENTAL CONTENT
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Content machine
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Results to-date
• An integrated campaign that has generated over 12,000,000 impressions
• More than 10,000 downloads of gated content
• Results that have surpassed the team's goals by 250%
• Over $120 million in sales pipeline creation to date
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Torin GilkeyManager of Digital MarketingBoston Children’s Hospital
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The Challenge – Complexity of website
• 15,000+ pages
• 4 blogs
• 200+ content editors
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Before and After – Improved navigation
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New mobile experience
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Bruce DuesterhoeftManager, Online Fundraising
Consumer Reports
Dawn NelsonDirector, Fundraising
Consumer Reports
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Blog challenge
• Contest posted on MarketingExperiments and Convince & Convert blogs
• Followers were challenged to craft value messaging for the first email test
• We received 54 submissions from marketers around the world
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Tested value factors1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4
?????
Audience-submitted focus
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Tested value factors1 Honest and unbiased reporting
3
Personal impact2
Quality of research 4 Consumer empowerment
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Test 1: TreatmentsControl: Mixed value proposition Treatment 1: Honest and unbiased
reportingTreatment 3: Quality of researchTreatment 2: Personal impact Treatment 4: Consumer
empowerment
Discover BlueHornet
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Test 1: Results
Every treatment underperformed against the Control
Clickthrough Rate Relative Difference Level of Confidence
Control – Mixed value proposition 1.2% N/A N/A
Treatment 1 – Honest/unbiased reporting 0.9% -25.2% 99%
Treatment 2 – Personal impact 1.0% -22.0% 99%
Treatment 3 – Quality of research 1.2% -6.7% 85%
Treatment 4 – Consumer empowerment 0.9% -29.2% 99%
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Best-performing treatment
3 Quality of research
Ahnna PildyshProduct marketing freelancer
Malaspina Labs
Congratulations to…
“Since Treatment 3 themed around ‘quality of research’ was second to the control in terms of clickthroughs and donations, I learned that this theme resonates and is one we haven't emphasized as much in past communications and perhaps could emphasize more in our future messages, along with product testing.”
– Dawn Nelson, Director of Fundraising, Consumer Reports
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Challenge the status quo
“Challenge what you think you know… You can learn as much from the ‘losers’ as you can from the ‘winners.’”
– Dawn Nelson Director of Fundraising, Consumer Reports
“Marketers need to leave their ego at the door and look at their messaging with a different eye. Our instincts are not always the consumers’.”
– Bruce DuesterhoeftProgram Manager, Online Fundraising, Consumer Reports
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Session Title
Takeaway #2: Reward your customers
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Charles DuhiggAuthor of “The Power of Habit” and Senior Editor at The New York Times
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Flint McGlaughlinManaging Director and CEO
MECLABS Institute
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Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
The marketer’s blind spot is SELF-INTEREST.
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Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
Sponsored by:
Get Paid to Take FREE Surveys
Here’s Your First Survey, and an Invitation to Join Our Research Community
Get Paid to Fill Out Online Surveys
Get Rewarded for Your Opinion
Surveys – Quick, Easy and FREE
Win Cash & Prizes for Online Surveys
Set Up Your FREE Account Today and Start Earning Money!
You’re Invited to Join the SurveySpot Community and to Earn Rewards For Your Opinions
Join the SurveySpot Community and Have Your Opinions Count
Take Online Surveys From Home and Win Cash & Prizes
10.44%
8.87%
7.46%
7.23%
5.67%
5.12%
5.03%
4.24%
3.36%
2.95%
POINTLAST
POINTFIRST
Customer Logic“What I Get”
Company Logic“What I Do”
The marketer’s blind spot is SELF-INTEREST.
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Julia FoxMarketing ManagerNakedWines.com
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First OrderAngel
Waiting ListImmature
AngelMature Angel
NakedWines.com funnel
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First OrderAngel
Waiting ListImmature
AngelMature Angel
NakedWines.com funnel
Perfect training ground for driving desired behavior
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Landing page
Summarize steps
Replicate progress bar
Incentive reminder
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Email 3 – Download app
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Onboarding for lifetime value (after August 2014)
Successful Outcome: Lifetime value increased 28% after roll-out of onboarding process, via both increased profit and retention.
KPI Impacted % Change
Annualized Net Contribution +10.2%
Annualized Attrition -13.9%
Lifetime Value +28%
!
28% Increase in LTV LTV increased after implementing an onboarding email process
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Session Title
Takeaway #3: Experiment with new ways of storytelling
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Dan BriscoeVice President of MarketingHCSS
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Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10
90,000
50,000
0
Results – 880% increase in Web visitsFeb 1 – April 11, 2015
Have fun with something customers care about.!
Launch of Contest
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How do we get customers to share their stories?
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Create a competition between projects
versus
A bracket-style tournament of customer-submitted projects: “The Most Interesting Project”
“The Turn” Seawall
Frederick Bridge
Dancing Bear Tunnel
Wanapum Dam
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Results
292,000 votes
125 countries
3,584 cities in U.S.
96,000 new users
633% lift in social media traffic
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Clark CummingsSenior Manager of Member MarketingMarriott International
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Before After
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Historical view of December mailings
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Danny GavinVice President, Director of MarketingBrian Gavin Diamonds
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Jewelry Suppliers
Big-Box Retailers
Department Stores
Ecommerce Stores
Chain Jewelry Stores
Local Jewelry Stores
How can we compete with our established online and local
competitors?
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We needed a cost-effective method that could help us stand out amongst the competition.
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Vine strategies
1
2
3
Don’t oversell
Be true to the platform
Be timely and relevant
Distill4
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Ideally images have no borders or background
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Results – Email with Vine-related content
What You Need to Understand: Vine content can be and should be repurposed across all of your marketing channels.
23% increase in Open Rate
1,241% increase in CTR
!
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What You Need to Understand: There are no direct links in the Vine platform.!
Results – Website
13% YOY increase in total traffic*
20% increase in direct traffic** *Q1 2015 versus Q1 2014
**H2 2014 versus H1 2015
Sponsored by:
Morgan SpurlockAcademy Award-nominated Director and Producer of CNN’s “Inside Man”
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Session Title
Takeaway #4: Enable your community of customers
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Cambria JacobsVice President of Marketing and Customer ServiceDoor to Door Organics
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#joydelivered
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Engage customers with content
Create compelling content that resonates with fans
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Results: Social media fan growth
The team achieved 500% growth on social media platform presence, which included gaining:
• 220,000 Facebook fans
• More than 8,000 Instagram followers
• More than 4,000 Pinterest followers
• Nearly 4,000 Twitter followers
• 2,400 LinkedIn followers
Sponsored by:
Baxter DenneyVice President, Growth MarketingNew Relic
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Social billboardsStep 1. Photo booth Step 2. Digital billboards
Step 3. Share socially on Twitter
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Results
• 200+ retweets and 400+ likes for the billboard social posts
• 14% participation rate for attendees
How can we keep the social success of this campaign going?
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Digital billboard Tweet
Outdoor billboards
From virtual … to physical
Tiny billboards
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Creating brand love … that gets shared
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Results
14% participation rate for attendees
30% increase in social mentions at FutureStack
213% increase in social engagement at FutureStack
1 “Revvie” award won from Marketo
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Morgan KazanSenior Marketing Manager DonorsChoose.org
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DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5MPartners
$37.5MIndividual donors
$21.5MOther channels
$16MEmail
~20% of our revenue comes in through email. $14M
Transactional and notifications
$2MPromotional
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DonorsChoose.org: Revenue raised through email
In FY15, we raised $75M as an organization
$37.5MPartners
$37.5MIndividual donors
$21.5MOther channels
$16MEmail
~20% of our revenue comes in through email. $14M
Transactional and notifications
$2MPromotional
87% of revenue from transactional;13% from promotional
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Transactional Email: How we drive repeat business
Receipt: “Your receipt (and your employer's matching form)!”
Welcome Email:“You’ve made a difference today”
Receipt WelcomeThank
You NoteShipping Photos Alerts
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Transactional Email: How we drive repeat business
Thank You Note: “Ms. Clark’s letter to you”
Ship Notification: “Special delivery!”
Receipt WelcomeThank
You NoteShipping Photos Alerts
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Transactional Email: How we drive repeat business
Classroom Photos: “Mrs. Kuhn just shared photos with you”
Receipt WelcomeThank
You NoteShipping Photos Alerts
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Alerts and Notifications: How we drive repeat business
Favorite teacher alert: “Mrs. Kraiza’s new idea for her students”
Your friend donated:“Morgan just gave to ‘New Rug’”
Receipt WelcomeThank
You NoteShipping Photos Alerts
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Session Title
Takeaway #5: Don’t overlook the nuts and bolts
Sponsored by:
Laz TyrekidisDigital Marketing and Audience DirectorMetropolis International Group
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Blacklist
• Email servers got blacklisted – All email activity was suspended
‒ IP address was listed on an anti-spam database (e.g., SORBS, SpamCop)
‒ Low Sender Score levels <40
‒ Email opens reduced; higher bounce rates %
Status Campaign Name Emails Sent Email Displays Open Rate % Email Bounces Bounce Rate %
Non-Blacklisted EW-1409 Solus 5,446 1,587 29.14% 81 1.49%
Blacklisted EW-1433 Solus 3,791 299 7.89% 395 10.42%
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Database cleansing
• Clean Email Addresses: 98.02%
‒ Reduced bounces
‒ Improved deliverability
‒ Excellent Sender Score
• Non-Clean Email Addresses: 1.98%
11%
2%
3%
Non-Clean Email Addresses
Invalid & Bad MX
No-replies
Spam Traps
No replies
Spam traps
84% BOUNCED
Invalid and bad MX
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List Segmentation• Types of Email Campaigns
‒ Editorial Newsletters
‒ Marketing campaigns
‒ Events/Exhibitions
‒ 3rd Party from selected partners
‒ Digital Magazines
• Types of Content (Electronics Weekly)
- Gadget News
- Android News
- Raspberry Pi News
- Products Comparison
62%Editorial
Newsletters
18%3rd Party Partners
9%Marketing
6% Events
5%Digital
Magazines
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• Reached inactive contacts:‒ Audience who haven’t opened or clicked any
of our email campaigns in the last six months
• Trust: Take use of data and your privacy very seriously
• We Are Changing: Amend your preferences
‒ Edit contact details
‒ Update newsletter lists
Email Opt-in Campaign
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Email Templates: BeforeDesktop Mobile
Not mobile responsive
Right sidebar
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Email Templates - After• Clean HTML & CSS Code
• Fresh Design
• 100% Mobile Responsive
MobileDesktop
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Before After
Open Rate
22%
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Send Time Optimization• Stats from January 2014 – September 2014
• 3,500 Email Campaigns
• Send Time: 7am – 10pm
• UK Audience
1st Best Slot 13:00
2nd Best Slot 17:00
3rd Best Slot 11:00
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Subject Line Optimization
• A/B Split Testing
• Daily Newsletter
• Prefix Testing‒ “Top Story:”
‒ “Don’t Miss:”
‒ “Latest News:”
‒ “Daily News:”
‒ “Daily Bulletin:”
20.00%
20.50%
21.00%
21.50%
22.00%
22.50%
23.00%
23.50%
24.00%
24.50%
Top Story Don't Miss Latest News Daily News Daily Bulletin
Open Rate
Open Rate
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60% increase in email opens
8% increase in online revenue
90% increase in traffic coming from the email campaigns into the brand websites
Results (May 2014 – March 2015)
Sponsored by:
Bart ThornburgSenior Manager of Email Marketing WeddingWire
Sponsored by:
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70%Mobile Opens
30%DesktopOpens
WeddingWire users are social
• Active Social Community: Great Social Content:
• 9 Signs a Wedding Venue is “The One”
• 11 Wedding Rules You Can Totally Break
• Wedding Dates to Avoid in 2017
• 5 Wedding Color Palettes for 2016
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Before
• Great content-specific CTAs
• Link directly to site
• No specific Social CTAs
More than 24 million email sends
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After
• Our audience is already using Pinterest for collecting and sharing wedding inspiration and advice
• Fuel an organic behavior/reduced friction
• Distribute our content beyond our subscriber base
Same CTA concept in top section
Additional CTA to “Pin now, read later” in bottom section
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