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How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate
JESSICA VOGELGlobal Marketing ConsultantDell, Inc.
Jessica VogelGlobal Marketing ConsultantDell, Inc.
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Reference 2013 Dell presentation – what they were doing then
In 2014
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Creative complexity
Carousel Social FeedAdaptive ContentLive Email VideoAnimated GIFs
COMPLEXITYLow High
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Creative complexity
Carousel Social FeedAdaptive ContentLive Email Video
COMPLEXITYLow High
Animated GIFs
Headers and Footers
Transformational Moment: Simple changes drive results too.
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Control: Navigation aligned with site experience
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Treatment: Navigation as recovery module
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The Test: Side-by-side
Header
Text nav.
Footer
Icon nav.
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The Test: Side-by-side
Double Digit Increase in Revenue per Email
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Lift in clicks was significant but not large.
Consumers were more likely to engage with the hero when moving the top navigation to the mega-footer.
Results: Clickthrough rate
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Revenue lift is where we saw double-digit growth. Those who clicked were more likely to convert.
Results: Revenue
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The mega-footer did correlate to an increased opt-out rate, but it’s not a great concern.
Results: Unsubscribes
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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”
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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”
• Highlighting the navigational pod with the corresponding hero topic
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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”
• Highlighting the navigational pod with the corresponding hero topic
• Test including key CTAs in the header like “Coupons,” “Advantage Rewards” and “Financing”
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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”
• Highlighting the navigational pod with the corresponding hero topic
• Test including key CTAs in the header like “Coupons,” “Advantage Rewards” and “Financing”
• Leverage the header space for animated GIFs (or “bugs”)
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Top takeaway
Don’t forget the bones of the email — a lot of business performance can be
won or lost in the structure.
Thank youJessica VogelDell, Inc.