Email Summit 2014 Top Takeaways

8/11/2019 Email Summit 2014 Top Takeaways

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In this webinar replay, Daniel Burstein,Director of Editorial Content, and

Courtney Eckerle, Manager of Editorial

Content, both of MECLABS, discuss the

top takeaways from Email Summit

2014.

Access our other webinars

Watch it now
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Join the

conversation

#SherpaWe


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Email Summit 2014: Top takeaways frthis years award-winning campaign


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Todays speakers

Courtney Eckerle

Manager of Editorial Content

MECLABS

@CourtneyEckerle

Daniel Burstein

Director of Editorial Co

MECLABS

@DanielBurstein


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Email Summit 2014


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Related resources B2B Email Marketing: How a publishing company used marketing automation to increase C

Awards 2014 Best in Show, Lead Generation

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10.5 hours. 158 slides. 30 minutes. What should

Go fast and get through as much as we can Keep things slow and steady


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Lesson #1. Testing small can lead to big ch

in conversion and culture


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Why One Test Triggered a 180-Degree Turn

All Whirlpool Brands Direct Market to Cons

Thomas Mender

Sr. Manager, Database Marketing

Whirlpool


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Before Testing: Clickthrough vs. opt-out ra

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

2008 2009 2010 2011

Opt-Outs

Clickthrough Rate


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0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

2008 2009 2010 2011

Opt-Outs

Clickthrough Rate


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0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

2008 2009 2010 2011

Opt-Outs

Clickthrough Rate

We faced a challenge,


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Email Summit 2013


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Testing: Calls-to-action

Experiment ID: Summit ExperimentCalls-to-Action

Location:Whirlpool Testing LibraryCampaign Focus: Ice email campaign

Background:

Applying what was learned about minimizing CTAs in emai

Email Summit 2013.

Objective:To achieve a higher clickthrough rate.Primary Research Question: Will having a single CTA be more effective th

multiple CTAs?

Test Design: Single variable A/B split test

Research Notes:


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ControlTesting: Calls-to-action

Primary goal of the campaign is to

promote one-time promotional email

($400 off)

Recipients: Total of 700k of current

customers

Hand-raisers

Recent purchasers (5 years)

Old purchasers (>5 years)

Current Ice product owners


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Control email

TopBottom


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Testing: Calls-to-action

Treatment

CTA

Control


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Results: Testing calls-to-action

Calls-to-action testedHand-

raisers

Purchasers

( 5 years)

Purchasers

(> 5 years)

Current Ice

owners

Control 1.23% 0.35% 0.40% 2.77%

Treatment 1.55% 0.54% 0.57% 4.34%

Relative Difference +26% +53% +43% +57%

42% Increase in clickthrough rateTreatment increased CTR for each of the segments below.


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Previous process

Agency builds

creative

Marketing team

approves

Creatives are

published


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l k h h


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Testing: Clickthrough vs. opt-out rates

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

2008 2009 2010 2011 2012 2013 2014

Opt-Outs

Clickthrough Rate

f l k h h


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0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

5.00%

2008 2009 2010 2011 2012 2013 2014

Opt-Outs

Clickthrough RateSmall changes, BIG im


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Lesson #2. Find your email marketing voi


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How a Seasonal Retailer Evolved from

Emails to Year-Round Content MarketiMarcia Oakes

Senior Online Marketing Manager

Calendars.com

Th bl


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The problem

Compelling promotions in off-season

Deliverability issues from decreased e

and inconsistent mail volume

Highly seasonal product

Th Ch ll P t 3


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The ChallengesPart 3

Finding our voice


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You cant always get

what you want

nd

it takes a significant

time investment to get

what you need


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Connecting content to co Develop quality content

Identify evergreen con

already have available

Create a content calenda

plan for the resources an

need

You cant always get

what you want

nd

it takes a significant

time investment to get

what you need

Connecting to our content


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Themed days




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Real dates in

history

Themed

days




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34

Celebrity

birthdays

Real

dates

in

history

Themed

days


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Realdates

in

history

Themed

days

Home

org

tips

Celeb

b-days

Links directly topopular Pins


The results


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The results

Blog traffic aDay newslet

The results


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The results

*Other factors contributed

Newsletter produces a positive ROI, despite

low conversion rates

Good customer feedback

+7O

R

The results


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Newsletter produces a positive ROI, despite

low conversion rates

Good customer feedback

The results

+7O

RI enjoy reading your

monthly Flip Daycalendar.

-Kim

You nailed it.

-Beverly

BRAVO for your wonderf

Flip Day newsletter!

-Claire


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Are you interested in becoming

MarketingSherpa case study?

Contact us at: [email protected]


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Lesson #3. Stand out in the inbox


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How Dell designed an email with old technology to launch a new

Old Dog, New Tricks

Dave Sierk

Consumer & Small Business Email Strategist

Dell


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A GIF?


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Show your value proposi

(REALLY SHOW IT)


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109% Increase in revenue

Compared to benchmarked data from last year

Email with animated GIFIncrease against quarterly benchm

similar promotional campaig

Click Rate 42.6%

Conversion 103%

Revenue 109%


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How an equipment company created emails that

changed the culture of its marketing campaigns

Email on the Wild Side

Chris Hawver

Team Leader, Americas Marketing

Tennant Company

Email on the Wild Side: I Wanna Ride


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New email design

Email on the Wild Side: I Wanna Ride


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New landing page design

Experiment: Background


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Experiment ID: Tennant Subject Line Test

Record Location: Tennant Testing Library

Background:Tennant, a global cleaning equipment company.

Objective: To increase email open rates and number of demos schedule

Primary Research Question: Which subject line will generate the greate

open rate?

Test Design: A/B/C split test

Research


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Experiment: Results


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24% increase in total opensSubject line C (Hybrid) increased open rate by 24.2%

What You Need to Understand: The subject line focused on a

product relevance and target audience appeal outperformed

traditional subject line by 24%.

Subject Lines Open Rate

A. Meet the NEW Tennant B10 and T12 (Traditional)

26.6%

B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) 24.9%

C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) 33%

!


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The successof this campaign transformedmarketing.

Email on the Wild Side: Culture change


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How our culture transformed

New and creative ideas to drive future email efforts

Focus on customer benefits and advantages

Offer solutions, not products

Using email for lead generation

Integration of email campaigns with other channels

Overall results


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Overall results

Qualified leads 36% over goal

New product revenue 110% of goal Overall ROMI 10:1 (working to 15:1 in 201


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Lesson #5. Dont ask for too much up fron


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Key challenges in transforming from batch an

blast to persona-driven email marketing

Marketing Automation

yron ODell

Senior Director, Demand Management

IHS


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Challenge: Implementechnology and chang

the culture


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How To: Implement automation technolo


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Craftautomated

drip tracks

for each

persona

Createforms to

capture

persona

information

Maketemplates

with

customizable

content

blocks

Builddatabasethroughout

campaign

using

progressive

profiling

Tip: Dont just add

technology, change the

culture.

Tip: Ask for the persona


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What is yourcurrent role?

Forms Learning #1Tip: Iceberg form strategy


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From this short form

we get all this!

Company (struct

Address

Company phone

Fortune 1000 fla

Industry

Employee count Annual sales



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Craftautomated

drip tracks

for each

persona

Createforms to

capture

persona

information

Maketemplates

with

customizable

content

blocks


campaign

using

progressive

profiling

Persona-specific messaging


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I

Inbound source customization

Persona-based customization



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Craftautomated

drip tracks

for each

persona

Createforms to

capture

persona

information

Maketemplateswith

customizable

content

blocks


campaign

using

progressive

profiling

Tip: You dont have to

build your targeted

database all at once.

Personal info opt-in page


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After


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Drips: Beginning and middle of the month


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Content is gated

Progressive Profiling: Persona


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Askin

p

inf

Progressive Profiling: Contact


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Tip: Auto-fill

information that you

already know.



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Craftautomated

drip tracks

for each

persona

Createforms to

capture

persona

information

Maketemplateswith

customizable

content

blocks

Builddatabase

throughout

campaign

using

progressive

profiling

Tip: Get it out the door!

Follow best practices first,

then optimize with data.

Top takeaways It is all about and the right and the


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It is all about contentand the right target audienceand the

Its a three-legged stool.

The payback on this approach is ultimately less overheadand hi

engagement

vs. traditional batch and blast.

Getting the organization to think in terms of persona-relevantc

buying-stage-relevant content = higher success = sales.

Use the technology: Triggered communications, form design an

enrichment will fuel your success long term.

Just start and keep it simple. Remember, the fast eat the slow.


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Lesson #6. Tailor your message to your cu


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How an e-commerce site transformed its

email program to increase purchases by 66%

Segmentation and Personalization

Paul Ramirez

VP, Operations

Eventful

Ryan Blomber

Director, Engin

Eventful


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The originalenginerecommendation


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The inventionof social sharing


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1

2

3

4

Predict from known data

Connect the dots

Craft forms with purpose

Be something bigger


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1 Craft forms with purpose


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1

2

3

4

Predict from known data

Connect the dots

Craft forms with purpose

Be something bigger

The first takeaway No more standard forms.


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What are the right fields? Right number o

Every opportunity to engage is a chance tmore about your customers and serve the

better.

Figure out why your audience might wantfrom you. Connect to that motivation.


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Subjec

Arcade


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Arcade

to Parc

Feedback


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reactivation of ina400%


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Lesson #7. Link your campaign to relevan

culture


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How an IT company leveraged a

multichannel campaign to wake the d

Above the Noise

Christine Nurnberger

Vice President, Marketing

SunGard Availability Services


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outin

ins

Relevance

Relevance


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Deliver the right message to

right audience at the right t


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Summer 2013

C-Level

Sales CCampaign overview


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Retargeting

Inactive Users

Retargeting list

Landing Page

Email List

Enter to Win Place

CRM

Asset Email Winners

AR & PRMail 1 Mail 2

Social

MediaCloud

Availability

IT Disaster

Recovery

Cloud Availability Services


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IT Disaster Recovery


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Campaign overview

C-Level

Sales C


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Retargeting list

Landing Page

Email List

Enter to Win

Social

Media

Placed in

CRM

Cloud

Availability

IT Disaster

Recovery

Retargeting

Inactive Users

AR & PRMail 1 Mail 2

Asset Email Winners

Retargeting email campaign


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We hope its

not too late

Con

Retargeting email campaign


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We hope its

not too late

Con

Reactivated 2% of contact

had not interacted in 6 m

Landing page with registration page


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Landing page with registration page


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Linked to how migrating

to the cloud as a businessoption aligns with

surviving the zombie

apocalypse


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Social Media Campaign: Examples


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Campaign Winners: Flash drive


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Campaign Winners 2: Survival kit

Backpack


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Backpack

Survival guideF

Results

"IT Availability Cloud" email campaign achieved 1.2% higher c


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open (CTO) rates among the director level, and above average

global, large and medium enterprises.

The "Disaster Recovery/Managed Recovery Program" campai

created a 3% increase in CTO ratesamong president or owner

The retargeting emailreactivated 2% of contacts who had nointeracted with SunGard within the previous six months.


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Learn about the customer

Connect with your audience

Test the waters

How do we best

that story?

How to choose theright channels


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1. Can it communicate the right mess

2. Can it reach the right audience?

3. Can it communicate in a way that wresonate with our audience?

Top takeaways


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1. Don't be afraid to step outside the box and try a new creative messagi

it could have huge payoffs in B2B (particularly among the difficult to re

2. Even in today's B2B marketing and digital era, direct mail may not be a

zombies.

3. Leverage social channels to help amplify your message.


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Lesson #8. The best experience wins


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Email Design: How to optimize

all environments in a mobile wJustine Jordan, Marketing Director, Litmus


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How can you create mobile-friendly em

Best practices, examples and tips


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Got screenimagecredit:helpmyhelpdesk.com

Mobile is big, but how big?Mobile:

Smartphones (iPhone, An

and tablets24%


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and tablets

Desktop:

Installed email programs

(Outlook, Apple Mail)

Webmail:

Email accessed through a

browser (Gmail, Hotmail,

Yahoo)

Webmail

49%Mobile

27%Desktop

Source:LitmusEmailAnalytics;306millionworldwideopens

Desktop, Webmail, Mobile: 2011 - Now

Q1 2013

Q2 2013

Q3 2013

Q4 2013


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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Q1 2011

Q2 2011

Q3 2011

Q4 2011

Q1 2012

Q2 2012

Q3 2012

Q4 2012

Q1 2013

Source:LitmusEmailAnalytics

Desktop, Webmail, Mobile: 2011 - Now

50%

60%

70%


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0%

10%

20%

30%

40%

50%

10%

33%

Source:LitmusEmailAnalytics

Top email clients

#1 iPhone 24%


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#2 Outlook

13%

#3 iPad 12%

#4 Android

12%

source:emailclientmarketshare.com


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The unifying characteristic?


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The unifying characteristic?

TOUCH.


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One chance to make an impressionHow does a poorly designe

your perception of th6.30%Read anyway

Stro


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If you get a mobile email that doesnt look good, what do you do?

BlueHornetStudy:ConsumerViewsofEmailMarketing,2012and2013

80.30%

30.20%

13.50%

3.80%

Delete it

Unsubscribe

View on computer

Don't know

+68%

+15%

75%

negative

Slightly

Negative

51%

Stro

Neg24%

N

Preheader

Subject Line

From Name

The SubscriberExperience


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The mobile experience is different

than the desktop experience

Conversion

Page

Tap

Open

From

Name

Subject

LinePreheader Open Tap Page Co


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From

Name

Subject

Line

Preheader Open Tap Page Co


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From

Name

Subject

Line



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From

Name

Subject

Line



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Bigger is better

Body copy: 16px+

Headlines: 22px+


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Buttons: 44px by 44px Space: 10px+

Tappable touch targets

Less is more

Analyze each section of your


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email and messaging

Prioritize goals and actions

Look at historical performance

for clues on what to cut

Aim for 2 to 4 sentences at 16px

Responsive design/media queries

More than a line of code

Set of conditional statement that enables specific


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p

If the screen size is x, then display y If the screen size is x, then increase headline si

If screen size is x, then show image at 100%

Detects screen size, not device type


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First responsive email = highest traffic

Mobile traffic exceeded previous w

Thank you!


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Courtney Eckerle

Manager of Editorial

Content

MECLABS

Daniel Burstein

Director of Editorial

Content

MECLABS

Documents

Email Summit 2014 Top Takeaways