Ultimate Email Champion - Big Brands Square Off at StrongView 2014 Client Summit
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The document describes an email marketing campaign for The Motley Fool. It automated an email program to send top converting messages based on user behaviors. This increased email conversion rates by 12% and happy hour rates by 100%. Going forward, it will further segment the list behaviorally and recognize top content for each segment to serve more targeted content. It will also test subject lines, CTAs and new engagement points.
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Ultimate Email Champion - Big Brands Square Off at StrongView 2014 Client Summit
- 1. StrongView: Proprietary and Confiden4al - October 2014
- 2. StrongView: Proprietary and Confiden4al THE RULES • The cage has a diameter as big as this stage, all of which can be used by the fighters to demonstrate their mastery • The Champion Bout consists of four rounds, plus Q&A • The bout will run 45 Minutes (or until somebody cries “uncle”)
- 3. StrongView: Proprietary and Confiden4al THIS FIGHT • This is a Heavyweight Bout • Unless there is a TKO, the winner will be determined by you • Be disruptive…er, uh interactive FOULS • Boring the Audience • Physical Abuse Verbal abuse is highly encouraged • No questions from the audience
- 4. Jennifer Stamper email marketing specialist Matthieu Ullens Head of IT & product strategy Erryn Neckel marketing director StrongView: Proprietary and Confiden4al Unique Approach: Tapping into customer archetypes Judo Move: Persona Powerhouse Unique Approach: Metrics driven & controlling IT Judo Move: Belgian chocolate ;-) Unique Approach: Automation Innovation Judo Move: Content Cannonball
- 5. StrongView: Proprietary and Confiden4al IT’S TIME!
- 6. StrongView: Proprietary and Confiden4al THE BUSINESS Company: Extra Space Storage Industry: Consumer Services Industry Size: 24 Billion Product: Empty Space Employees: 3,000 Personal Years of Experience: 3
- 7. The Problems: StrongView: Proprietary and Confiden4al THE CAMPAIGN 1. Only 55% of our reservations actually move in 2. Reservation templates are not mobile responsive
- 8. StrongView: Proprietary and Confiden4al THE CAMPAIGN Pierre-Charles L'Enfant's – in 1791 put together the plans for Washington DC Chief Architects of Boston
- 9. The Plan 1-‐3 day reserva,on StrongView: Proprietary and Confiden4al THE CAMPAIGN 3-‐8 day reserva,on 9 day reserva,on Trigger instant email 10-‐14 day reserva,on Trigger instant email Trigger instant email Trigger instant email 24 hours before move-‐in 7 days a:er reserva,on 2-‐6 day reserva,on Move-‐in day reminder Move-‐in day reminder Move-‐in day reminder Move-‐in day reminder 24 hours before move-‐in 24 hours before move-‐in Move-‐in day reminder
- 10. We Were Missing The People StrongView: Proprietary and Confiden4al THE CAMPAIGN
- 11. StrongView: Proprietary and Confiden4al THE CAMPAIGN The Plan
- 12. StrongView: Proprietary and Confiden4al THE CAMPAIGN Personas SLOW FAST LOGICAL EMOTIONAL
- 13. StrongView: Proprietary and Confiden4al THE CAMPAIGN Personas SLOW FAST LOGICAL EMOTIONAL Relationship oriented. Develops relationship with employees. Reviews & images. Spends time asking questions. Mother Teresa Humanis(c
- 14. StrongView: Proprietary and Confiden4al THE CAMPAIGN Personas SLOW FAST LOGICAL EMOTIONAL Relationship oriented. Develops relationship with employees. Reviews & images. Spends time asking questions. Mother Teresa Humanis(c Direct, goal oriented. Wants facts. Knows exactly what she wants and wants it quickly. Gaston Compe((ve
- 15. StrongView: Proprietary and Confiden4al THE CAMPAIGN Personas SLOW FAST LOGICAL EMOTIONAL Relationship oriented. Develops relationship with employees. Reviews & images. Spends time asking questions. Mother Teresa Humanis(c Direct, goal oriented. Wants facts. Knows exactly what she wants and wants it quickly. Gaston Compe((ve Moment-to-moment. Persuaded by good deal or promo. Likes video/images. Is afraid of commitment. Wants non-threatening communication. Will Ferrell Spontaneous
- 16. StrongView: Proprietary and Confiden4al Personas SLOW FAST LOGICAL EMOTIONAL Direct, goal oriented. Wants facts. Knows exactly what she wants and wants it quickly. Detail oriented. Wants to make a smart decision. Wants white papers, materials and data. Will take time making decision. Moment-to-moment. Persuaded by good deal or promo. Likes video/images. Is afraid of commitment. Wants non-threatening communication. Relationship oriented. Develops relationship with employees. Reviews & images. Spends time asking questions. Will Ferrell Gaston Spontaneous Compe((ve Mother Teresa Humanis(c Mr. Spock Methodical THE CAMPAIGN
- 17. StrongView: Proprietary and Confiden4al THE CAMPAIGN
- 18. 500 400 300 200 100 StrongView: Proprietary and Confiden4al THE RESULTS • Rentals are up 30% since launch • Open rates are up 7.36% • Increased customer mobile engagement 0 Rentals 2013 2014
- 19. What we’re testing next: StrongView: Proprietary and Confiden4al WHAT’S NEXT? 1. SMS campaign for our reservations 2. Speak to personas in all of our email programs 3. Mobile friendly emails 4. Give customers more control
- 20. TAKE YOUR SHOT! StrongView: Proprietary and Confiden4al
- 21. StrongView: Proprietary and Confiden4al THE BUSINESS Company: Vente-Exclusive.com Industry: Flash Sales (comparable to Gilt) Characteristics: Email intensive business Product: Focused on Fashion & lingerie, but also high-tech, decoration, travel… Employees: 130 Personal Years of Experience: 15
- 22. StrongView: Proprietary and Confiden4al THE CONTEXT Email intensive business • 3M users • 70M monthly emails Emails represent 60% of order entry channel Churn & activation curves are under control Yet opt-out reduction & activation are key growth buckets Bucket 2 Bucket 1 TooManyEm ails, 50% DontNeedE mails, 8% Others, 24% CantAfford, 2% DontLikeBra nds, 3% EmailFreque ncy, 6% EmailsNotInt eres,ng, 7%
- 23. CURRENT SITUATION A 85% Daily users 15% Weekly users Personal alerts StrongView: Proprietary and Confiden4al B 1 2 New sales 3 Open sales 1 Open sales
- 24. 1 2 1 2 StrongView: Proprietary and Confiden4al THE PLAN • The issue • Untapped growth potential • Opting-out due to email frequency • Activation of extra members • The Plan • Two phased personalization • Improve relevance of both programs • Improve frequency
- 25. A 15% Weekly users Personal alerts StrongView: Proprietary and Confiden4al THE HOW? 85% Daily users B 1 2 New sales 3 Open sales 1 Open sales
- 26. A 15% Weekly users StrongView: Proprietary and Confiden4al THE HOW? 85% Daily users B 1
- 27. A 15% Weekly users StrongView: Proprietary and Confiden4al THE HOW? 85% Daily users B 1 Open sales 1 Ranking of Sales order based on personal preferences Introduc,on of 2 Personal alerts
- 28. A 15% Weekly users StrongView: Proprietary and Confiden4al THE HOW? 85% Daily users B 1 Open sales 1 Ranking of Sales order based on personal preferences Introduc,on of 2 Personal alerts 3 Change frequency based on user email behavior
- 29. VEX datasources VEX output StrongView: Proprietary and Confiden4al THE HOW? VEX DB CAL events Email info The black box Pig, R, Azkaban & other Buzzwords Google Big Query Relevance initiatives New analytics tool Statistical models based on following criteria For brand relevance: visits, carts, orders, detailed product views, returns, sales visited / sales available… For email frequency: Emails opened, clicked, type of placement clicked, visit, mobile push notifications sent…
- 30. StrongView: Proprietary and Confiden4al THE RESULTS Preliminary results for phase 1 • Revenue generate +2.3% - Translating into +1.4% on total revenues! • Clicks/Opens +3.4% Phase 2 is currently under development • Results expected as of November 14
- 31. TAKE YOUR SHOT! StrongView: Proprietary and Confiden4al
- 32. StrongView: Proprietary and Confiden4al THE BUSINESS Company: The Motley Fool Industry: Financial Services Purpose: To Help The World Invest - Better. Product: Financial Subscriptions Offices: United States, United Kingdom, Australia, Canada, Singapore, Germany Shoes in the office: Optional (Nerf wars, mandatory)
- 33. StrongView: Proprietary and Confiden4al THE CAMPAIGN Opportunity: Less than 20% of our email database had seen our top email messages. Solution: Automate an email program that serves our top converting messages based on a user’s behaviors. Goals: Increase email conversion rates by 10%. And decrease the time to execute. Key Metrics: • Order Conversion Rate • Happy Hour Rate Definition of Success: An automated program that sends emails based on a person’s interactions and content responses to increase email conversion rates. Email Open Email Click Site Ac,on -‐ Engagement Specific -‐ Top Content -‐ Automated
- 34. How did we do it? Start Path Subject A Content A StrongView: Proprietary and Confiden4al THE CAMPAIGN Subject B Content A Subject C Content A
- 35. How did we do it? Start Path Subject A Content A StrongView: Proprietary and Confiden4al THE CAMPAIGN Subject B Content A Subject C Content A Email & Site Engagement Open Path Click Path Site A Path Site B Path
- 36. StrongView: Proprietary and Confiden4al THE RESULTS Open Rate = Flat
- 37. Open Rate = Flat StrongView: Proprietary and Confiden4al THE RESULTS Click Rate = Flat
- 38. StrongView: Proprietary and Confiden4al THE RESULTS Click Rate = Flat Order Rate = 12% lift Open Rate = Flat
- 39. StrongView: Proprietary and Confiden4al THE RESULTS Click Rate = Flat Order Rate = 12% lift Happy hour rate = 100% lift Open Rate = Flat
- 40. Serve Targeted Content StrongView: Proprietary and Confiden4al WHAT’S NEXT? Segment List Behaviorally Recognize top content for each behavior Automate the email sends (happy hour!)
- 41. Serve Targeted Content StrongView: Proprietary and Confiden4al WHAT’S NEXT? Segment List Behaviorally Recognize top content for each behavior Subject Line & CTA Tes4ng New Engagement Points Deeper Campaigns Automate the email sends (happy hour!) Align with adver4sing ini4a4ves Addi4onal Segmenta4on Pathways
- 42. TAKE YOUR SHOT! StrongView: Proprietary and Confiden4al
- 43. AND THE WINNER IS… Erryn Neckel
- 44. StrongView: Proprietary and Confiden4al