Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers
Weight Classes:
HEAVYWEIGHT
THE RULES
THE RULES
45 Minutes (or until somebody says uncle)
Bout Duration:
Fouls:
- Boring the Audience
- Physical Abuse (Verbal Abuse is Encouraged)
- Audience Not Asking Questions
THE RULES
How to Win:
Convince the audience that you are the…
THE FIGHTERS
THE FIGHTERS
THE FIGHTERS
THE FIGHTERS
LET’S BATTLE!
THE BUSINESS Company: Turner Classic Movies (TCM)
Industry: Cable Network
Industry Size: Available in over 85 million homes
Product: Over 50,000 unique SKUs of DVDs, licensed
merchandise, and other classic movie products
Employees: 200
Target Market: Males and females 25-54, slight female skew
Years of email experience: 3
THE CAMPAIGN Campaign Objective:
Series of emails to gain increased engagement and revenue lift through
more targeted, relevant and personalized campaigns
Campaign Strategy:
Leverage purchase history data to serve up titles consumers have a
higher propensity to purchase based on preferences
Key Metrics Tracked:
Click-throughs, Open Rate, Orders, Revenue
Definition of Success:
Improved revenue generation from previous Q1 & Q2 campaigns
THE CAMPAIGN
Email #1 in Series:
Dynamic Content Blocks
• Consumer segments based on Top 10
selling genres
• Different content block for each genre
• Six titles for each genre, based on top
sellers and new releases
• Control group established for consumers
purchasing from genres not in Top 10
THE CAMPAIGN
Email #2 in Series:
Personalized Recommendations
• Using an automated recommendation
engine, titles were personalized 1-to-1
• Titles already purchased by the
consumer and titles displayed in email
#1 were removed from the list
• Recommended titles were displayed
only if they had been purchased with
consumers’ preferred titles at least
three times
THE CAMPAIGN Email #3 in Series:
Dynamic Content +
Personalized Recommendations
• Combined personalized title
suggestions with preferred genre titles
• Titles already purchased and titles in
campaigns1&2 were removed
• Control Group for consumers with
unclear genre preferences
• Focused on delivering titles that were
in the top sellers during the two weeks
before email launch
THE RESULTS • Compared to other emails in the
targeted campaign, personalization
email produced:
• 40-50% more click-throughs
• 25-35% higher revenue
• 30-40% more orders
• Compared to previous Q1/Q2
campaigns, personalization email
produced 30-40% more orders on
average than other top campaigns
• Increased engagement
• Increased revenue/ROI
THE RESULTS • What’s Next:
• Continue to further define
consumer preferences
• Increase transactional emails
based on triggered events
(shopping cart abandonment,
birthdays, welcome, etc.)
• Dig deeper into data to define
other retention programs such
as loyalty and winback
• Continue to target and
personalize
TAKE YOUR SHOT
Company: StubHub, Inc.
Industry: Secondary Ticket Market
Industry Size: $4 Billion worldwide – Expanding as more countries
standardize event ticketing
Product: The world’s largest fan-to-fan ticket marketplace:
Provide fans a safe, convenient place to get tickets to the
games, concerts, and theater shows they want to see,
and an easy way to sell their tickets when they can’t go.
Employees: 650+
Target Market: Fans everywhere
Years of email experience: 11
THE BUSINESS
Campaign Objective:
Recap order details and set buyer expectations for the next milestone
to reduce inbound customer service contacts
Campaign Strategy:
Provide a streamlined look and feel that highlights key order attributes
and artifacts
Key Metrics Tracked:
Customer Service Contacts per order, Buyer NPS, Delivery Rate
[Coming soon: open rate, click-through rates, cross-sell]
Definition of Success:
Enhance user experience in a way that drives buyer expectations,
increases satisfaction and reduces number of contacts per order
THE CAMPAIGN
THE CAMPAIGN Description
• Update and inform buyers
who have a recently placed
order or whose order has
reached a key milestone
Goal
• Engage and inform users
throughout the lifecycle of
their order
Target Audience
• Buyers who have an order
that has not yet reached the
order completion milestone
Frequency
• On-demand [ongoing]
THE CAMPAIGN
Why it Works
• Sets clear expectations for delivery
timelines and next steps
• Leverages database triggers Real-time
dynamic content updates
Results
• Campaign launched August 31, 2011:
Not enough data
THE CAMPAIGN
What’s Next
• Onboard 70 additional transactional
emails into this format
• Consolidate existing marketing channel
into a single channel to leverage cross-
sell/recommendation campaigns
• Allow large-volume users to opt-out of
non-essential transactional email
campaigns [reduced noise]
• Multi-language support
TAKE YOUR SHOT
THE BUSINESS Company: Joss & Main
Industry: Online Home Furnishings Retail
Size: $380 Million
Product: Exclusive members-only access to the world's
most recognized designers and brands for the
home at up to 70% off retail.
Employees: 900
Years of email experience: 8
THE CAMPAIGN Campaign Objective:
Maximize member sign-ups with only one touch per customer
Campaign Strategy:
Iterative creative testing starting with least active customers to
maximize sign-ups from high-response customer group
Key Metrics Tracked:
Open rate, click-to-open, enroll-to-click
Definition of Success:
Total new members
THE CAMPAIGN Description
• Daily iterative creative testing from
top of the subject through sign-up
• Closely managed – daily recaps to
analyze results and plot next day’s
creative
• Subject line testing on 4th most
responsive group
• Creative testing on 3rd most
responsive group
• Landing page testing on 2nd most
responsive group
• Optimized invitation for top
customers
THE CAMPAIGN Goal
Ensure optimal invitation for top customers
Target Audience
Previous Wayfair customers
Frequency
One mailing per day for 5 days
Why it Works
• Each day’s learnings improve the next
day’s response rate
• Staged testing ensures better experience
for better customer groups
• All learnings from testing are applied to
daily new customer invitations
THE RESULTS
Results
• Open Rate Up 15%
• Click-to-Open Up 55%
• Signup-to-Click Up 90%
• Total Improvement: 240%
What’s Next
• Continued subject line testing
• Test timing for triggered
invitation for new Wayfair
customers
TAKE YOUR SHOT
THE BUSINESS Company: HauteLook
Industry: Online Retail Flash Sales
Size: 6 million members
Product: The future of retail: Limited time sale events of
great brands in women’s and men’s apparel &
accessories, beauty, kids, home and travel, all
at 50-75% off. Purchased by Nordstrom in
March, 2011
Employees: 250 in Los Angeles, NYC & Chicago
Target Market: “Jessica” is young, affluent, cosmopolitan and
owns a dog named Bailey. She’s stylish and
loves a great deal and thinks a great pair of
jeans will take her anywhere she wants to go.
Years of email experience: I’ve lost count
Campaign Objective:
Drive member engagement and purchase conversion.
Campaign Strategy:
Targeted email that notifies members that their favorite brand is back, two hours before event launches.
Key Metrics Tracked:
Open Rates, Click-through rates, Purchase Conversion, Revenue/Email Delivered.
Definition of Success:
Lift in engagement and purchase conversion metrics.
Campaign Overview: Brand Affinity Emails
THE CAMPAIGN
Description
Triggered email alerting members when their
favorite brands are back on HauteLook.
Goal
Drive purchase/repeat purchase and engagement.
Target Audience
Members who have purchased or carted an item
from targeted brand.
Frequency
Daily
Why it works
• One-to-one marketing. It doesn’t get much more
relevant than this!
• Access to your favorite brand at 50-75% off –
it’s a no brainer.
THE CAMPAIGN
Results
Compared to category-level
targeted emails, brand affinity
emails drive:
• 52% more opens
• 32% more clicks
• 2x more purchases/click
• 3.5X higher revenue/email
delivered
What’s Next
Scale and automate this
campaign!
Opens Clicks Click to Purchase Rev/EmailDelivered
52% 32%
216%
343%
Brand vs Category Level Targeting
THE RESULTS
TAKE YOUR SHOT
TIME TO VOTE
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