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Best Creative Ideas in 45 minutes
Email Art & Copy
Joel Book Loren McDonald Ryan Phelan Daniel Burstein Principal VP VP Director ExactTarget Silverpop Acxiom MECLABS
Session Speaker
2
Ryan P. Phelan
Vice President, Strategy
Acxiom Digital Impact
• Industry Experience • Vice President, Strategy at BlueHornet • Director, Email Marketing & Acquisition at Sears
Holdings • Responsible for East Coast Operations at
Responsys
• Thought Leadership • DM News : Email Gets Personal (Cover Story) • Keynote address – March 2012, EEC12 • Ranked as one of the top 40 Digital Marketing
Strategists in the country • Co-Chair of the EEC
Black & White Headshot
@ryanpphelan
Session Speaker
3
Joel Book ExactTarget, Inc.
http://blog.exacttarget.com/blog/joel-book
@JoelBook
http://www.linkedin.com/in/joelbook
• Principal, ExactTarget Marketing Research and Education Group
• 35 years experience in data-driven, technology-enabled marketing
• Passionate advocate for relevant and responsible marketing
Session Speaker
4
Loren McDonald
VP, Industry Relations
Silverpop
Role: Educate clients and prospects on best practices and emerging trends in email marketing and marketing automation. Experience: 29 years of experience in marketing, consulting and strategic planning. • Written more than 500 articles and blog posts • Speaker/presenter at more than 200 conferences &
Webinars Previous Employers: Lyris, Inc., EmailLabs, USWeb/CKS, NetStruxr and Arthur Andersen. Awards: eec 2011 Marketer of the Year; 2005 Stevie (American Business Awards) Marketer of the Year
@LorenMcDonald G+: Loren McDonald
Email Insider columnist
Session Moderator
5
Daniel Burstein
Director of Editorial Content
MECLABS
Dan oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands – helping our team of reporters dig for actionable information while serving as an advocate for the audience. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Dan was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Dan has ten years of experience in copywriting, editing, internal communications, sales enablement, and marketing communications.
@DanielBurstein
• Transactional/Notifcations
• Promotional/Selling
• Educational/Nurturing/ News
Transactional/Notifications
Examples of Emails Used to Alert or Notify the Customer
and Invite Action
Pros • Uses 20% of the email for
promotional message • Hyperlinked Order number • Customer Service
information • Greeting using fname
Cons • Little too wordy in intro • Disclaimers should be in
separate from the main message
Testing Ideas • Placement of upsell • Look at current clicks
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Transactional/Notification: BikeBandit.com
• Pros • Great organization of
information with color and table borders
• Hyperlink of customer service contact info
• Great sell on email acquisition
• Process steps for communication
• Cons
• Where’s the offer for 50,000 Advil?
• Sending email not monitored – WHY?
• Testing
• Inclusion of website navigation
Transactional/Notification: Warehouse
eCommerce Website Email Facebook and Twitter
NETSHOES Personalizes Offers Across Channels
NETSHOES Notifies Shopper of Price Reduction
NETSHOES Website shows price drop
Email informs shopper that price has dropped
and shipping is FREE
NETSHOES Notifies Shopper that Item is Out of Stock
NETSHOES website tells customer this jersey is no longer available
Triggered Email shows shopper what other jerseys
are available
NETSHOES Remarketing Email Series
Email #1: “You left this item in your cart”
Email #2: “Limited availability of this item”
Email #3: “Order now and shipping is FREE”
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Mint Welcome
15
Mint Activation 1
Users who have not added their banks
after 7 days
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Mint Activation 2
Users who have not added their banks
after 14 days
Mint Mobile Welcome
New Mint users from mobile channel
• Service tone
• Human
• Multiple channel options • Reassurance • 50% conversion
Promotional/Selling
Examples of Emails Used to Deliver a Specific Offer and
Drive Purchase
• Uses mobile to generate leads from individuals age 25-44 seeking healthcare insurance
• Generated 449 inquiries; 201 leads • Increased sales 10%
Pei Wei Asian Diner Uses SMS to Convert Restaurant Guests to Email Subscribers
Over a 14-day period, Pei Wei used in-store signage to invite guests to text and receive a buy-one, get-one free coupon via email for its new Caramel Chicken entree.
80565
Caramel [email protected]
Pei Wei Asian Diner Uses Bar-Coded Email Coupons Drive Consumers to Stores Campaign Results: • Produced coupon
redemption rates of 20%! • Generated 18,000+ new
email subscribers in just two weeks.
Ally Bank Uses Email to Cross-Promote Products
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Important Dates – Opt-in form …
Your dates trigger an email…
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTR Highest revenue generating email
- Timely - Direct - Humor - One Of the highest revenue generating emails for the year
32% more orders
Incorporating star reviews increased
sales 29%
SmartPaks Upsell Emails - Progression
• Pros • Small navigation • Image pops the message • Big icons for other
shopping
• Cons • I have never looked at
sweaters • I am not a woman or
have a kid
• Testing • Multi-product • Segmentation
Promotion/Selling: Retail
• Pros
• Yup, I browsed for golf bags a few times
• Cons
• Kitchen sink marketing?
• Testing
• Order by popularity
• Add a review
Promotional/Selling: Retail
Educational/Nurturing/News
Examples of Emails Used to Inform and Educate the
Customer and Aid Retention
THE WINNERS! Your favorite bread recipes revealed
Pre-header text continues from the
subject line question.
Symbols in Subject Lines – Alchemy Worx
• Pros
• Love this email creative because it’s uber relevant
• Cons
• None
• Testing
• Does it work at a higher frequency (Monthly)
Educational/Nurturing/News: LinkedIn
• Pros
• Great separation of the headline content and the hyperlinked content
• Unique push to social (twitter)
• Great placement of promotional content
• Cons
• Print is small on mobile
• Testing
• Responsive Design
Educational/Nurturing/News: The Crier
Volvo Construction Equipment Uses its Email to Nurture Leads, Deliver Relevant Product Information 1. Dynamic Content – Volvo Construction Equipment uses dynamic content to personalize articles and product news based on the subscriber’s industry and interests.
2. Interactive Functionality – Links to videos allow Volvo to increase traffic to the website and generate leads.
3. Analytics – Volvo tracks email opens by subscriber and knows which articles are being read, which videos are being viewed. Enables identification of “engaged” buyers.
Hitachi Data Systems Uses Email To Help IT Professionals Make Smart Decisions
Microsoft Welcomes New Office Users with ”Get Started” Email Series Why this Works: Thanks customer for Office purchase Reinforces Office features Provides link to Office.com Getting
Started Center Invites customer to access the Office
training video series
Exceptional open rate: 50% above industry average!
Exceptional use of video: 63% viewed complete training video!
Thank You
Ryan Phelan
Vice President, Strategy
Acxiom
Joel Book
Principal, Marketing Research & Education
ExactTarget
Thank You
Loren McDonald
VP, Industry Relations
Silverpop
Daniel Burstein
Director of Editorial Content
MECLABS
But wait, there’s more… marketingsherpa.com/email2013slides
• Pros
• Clean overall design
• Well organized into 2 sections
• Cons
• Lack of website navigation
• Testing
• Ad revenue with banners
Transactional/Notification: Unfollowers.me
Crocs Converts Facebook “Likes” to Email Subscribers
Crocs Invites Facebook Fans to become Crocs Email Subscribers
Crocs Email Subscription Center
Crocs’ “Deal of the Week” Email Personalized to Subscriber Preferences
• Pros
• Great content based on my influencers
• Includes their profile thumbnail
• Cons
• Seems really busy in the organization of information
• Testing ideas
• Creative treatments
Educational/Nurturing/News: Twitter
SmartPak - Autoship Reminder Email
• Reminds customer of upcoming SmartPaks order
• Allows customer time to make changes before order is processed
• Top revenue generating triggered email
The results: • 36% open rate • 13% click-through rate • $1.39 revenue-per-email • 18%+ conversion rate
Real-time products based on purchase behavior
• Pros
• Value based selling
• Examples and short copy
• Singular CTA
• Cons
• Why get started when I am a regular user
• Testing
• Segmentation
Promotional/Selling: Mint.com
Dreamfields Uses Email+Social to Drive Trial and Purchase through Word-of-Mouth Referral In 7 years, Dreamfields has . . .
- Grown its consumer email subscriber base to 614,000+
- Grown its healthcare professionals email subscriber base to 48,000+
- Increased sales 7X from 3M pounds in 2005 to 22M pounds in 2012
Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How to Get Great Results
Results • Scotts research shows Lawn Care Update subscribers use 1.5 more Scotts products than non-subscribers
Objectives • Deliver Personalized Content to Consumers • Drive Traffic to Channel Partners • Expand Scotts “Brand Advocates” Community
Overview • Started in Spring 2000 • Subscribers: 1,800,000+ • 355 unique geo-demographic versions
Scotts Alert: Now is the
perfect time to apply
Scotts Turf Builder
WinterGuard Fall Lawn
Fertilizer to your lawn.
Reply STOP to end alerts.
Other charges apply.
Scotts Teaches Consumers What Scotts Products to Use, When to Use them, and How to Get Great Results
Screen Agnostic Layout
