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Best in Show: Top Takeaways From Email Summit 2013

• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein

• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle

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Email Newsletters: How the NFL.com used personalization and segmentation to score a 121% open rate touchdown

Email Awards 2013 Presentation

Christine Hua Brad Bortone Manager of Fan-Centric Marketing Senior Research Editor NFL MECLABS

Segment the audience

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Takeaway: Segment the audience

Objective: To make this email as relevant and targeted as possible by segmenting by a fan’s chosen team, and providing the fan with the most up-to-date, real-time content and information. Steps to Success: 1. Maintained user team preference, with additional newsletter

branding. 2. Further segmented recipient database, broken down by user activity

and longevity. Knowing users need for the most up-to-date information, they inserted a live countdown to their team’s game and scraped the NFL site the day the email is sent for up-to-date articles and videos, not seen by the fan before.

Results: Get me the ball! I’m 121% more open!

Year-over-year, the 2012 NFL.com newsletter produced

• 121% more opens • 26% more clickthroughs • 9% more mobile opens

MarketingSherpa.com/Optimization Amelia Showalter

Director of Digital Analytics Toby Fallsgraff

Email Director Obama for America Obama for America

EARLY BIRD SAVINGS $500 Before March 29

Discover how to apply the science of optimization to your specific marketing needs.

Reserve your seat today:

Last-chance strategies to re-engage inactives before the purge

Win-back Campaigns and List Cleansing

Diana Primeau Pamela Markey Director, Member Services Senior Director, Marketing CNET MECLABS

Send out win-back sweepstakes email

• Provide compelling value to subscribers to drive engagement • Two tickets to the 2012 International CES in Las Vegas • Round trip airfare for two (U.S. and Canada, excluding QC) • Three nights at the Treasure Island Hotel & Casino

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We miss you – please come back!

Send list cleanse and last chance emails

• Two sends, one week apart to all inactive users • Provide the user with something relevant and interesting • Give them a reason to stay

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Is this goodbye? CNET will miss you.

EMAIL SEND RE-ENGAGED List cleanse email 6.35%

Last chance email 2.22%

Campaign results 8.57%

Cleanse and last chance campaign results

8.57% of inactive user base re-engaged List cleanse and last chance campaign result in 8.57% re-engagement

What You Need to Understand: You have to be committed to the cleanse. If you are going to send emails you have to follow through.

!

Small List, Big Results

Proactive List Hygiene

Matt Byrd Email Marketing Manager WeddingWire

One day, this happened to me…

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(Uh oh.)

Determining the Cause • Identified the profile of users who were most likely to

complain. Let’s call these users “Scrubs.”

• Discovered that most Scrubs had been inactive for long periods of time until they complained.

• Removed those Scrubs from my list, and implemented list hygiene as a constant, on-going process.

Internal & External Education

• Removing only those who were highly unlikely to take action

• Spending less money on sending less email

• Preventing large blocks again in the future

• Maintaining a high-quality list for our advertisers & us

Results

Opens & clicks maintained or increased

Spam complaint rate down 76%

Delivering Communications that Convert

Let Buyer Behavior Be Your Guide!

Loren McDonald VP, Industry Relations Silverpop

@LorenMcDonald

Mass Marketing

Behavioral Marketing

Direct Marketing

Customers are a single audience

Customers are many

little audiences

Customers are

individuals

Demographics + Preferences + Behaviors = More Accurate Picture

- Male - Calif.

- Married - Purchased shirts

Purchases a dress

Behavioral Data Only: - Female

- Cross Dresser With Demos/Preferences:

- Likely buying for spouse as gift

How An Online Music Teaching Company Harnessed The Power of E-mail Automation & Behavioral-based Marketing to Increase Conversions.

Jermaine Griggs Founder Hear & Play Music, AutomationClinic.com

• Recency, Monetary, Frequency • A method for analyzing customer behavior and

creating/sorting segments by likelihood to respond.

• Recency – How recently did customer purchase? • Frequency – How often does customer purchase? • Monetary – How much has customer spent?

RFM Defined

Wrapping It Up: Action Steps

• Collect key pieces of data to get the conversation started

• Use CRM that will allow you to continually add and act upon data and tags in user records

• Build out different paths within the sequence for your most active users to follow (course correction for others)

Wrapping It Up: Action Steps

• Incorporate other marketing channels & multimedia elements: direct mail campaigns, personalized audio, video, post cards, birthday cards, gift cards… especially to hyper-responders.

• Remember: Don’t be afraid to use a personal, conversational tone… even in B-to-B. “Companies are People.”

• Daniel Burstein, Director of Editorial Content MECLABS/MarketingSherpa Twitter: @DanielBurstein

• Courtney Eckerle, Reporter MECLABS Twitter: @courtneyeckerle

Thank You!