Making People Laugh for Fun & Profit
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Transcript of Making People Laugh for Fun & Profit
BACKGROUND
▶ Jon Spenceley▶ Community Marketing Manager▶ @jonspenceley▶ vidyard.com/blog
@jonspenceley [email protected]
AGENDA
▶ FUN!▶ 3 Email Campaigns▶ Why▶ What Set Them Apart▶ Results & Lessons Learned
@jonspenceley [email protected]
VIDYARD
To help companies drive revenue through the use of Online Video
@jonspenceley [email protected]
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Forrester Reports▶ Industry leading▶ Analyst reports▶ Obscenely expensive
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Executive Q&A: How Personalized Video Works And What It Can Do For You
▶ Much more reasonable:
@jonspenceley [email protected]
MAKING FORRESTER FUN
▶ Who’s our audience?▶ Marketing managers that want the report▶ Probably don’t want to pay for the report▶ Why?
- Not in their budget- Not sure if the technology is right for them- Because nobody wants to piss off their CFO!
@jonspenceley [email protected]
▶ Social Results:
▶ Bonus: Angry Matt ad had 46% more conversions!
MAKING FORRESTER FUN
@jonspenceley [email protected]
Normal Angry Matt
CTR 0.35% 0.53%
MAKING FORRESTER FUN
▶ Subject: Increase CTRs and Page Conversions with Personalized Video
MAKING FORRESTER FUN
▶ Subject: We made our CFO angry so you can increase CTRs and Page Conversions
MAKING FORRESTER FUN
▶ How’d it do?!
▶ Angry Matt email swept the board!
@jonspenceley [email protected]
Stat Normal Angry Matt
Open Rate 10.66% 12.61%
CTO 7.99% 12.69%
MAKING FORRESTER FUN
▶ Subject: We made our CFO angry so you can increase CTRs and Page Conversions
MAKING FORRESTER FUN
@jonspenceley [email protected]
▶ Lessons Learned?
- Humour works! Sometimes.- Always test subject lines- Integrated messaging is a bonus- Don’t be afraid to brainstorm
WORK SMARTER NOT HARDER
▶ Sloths!▶ Live in the rainforest▶ Eat very tough leaves▶ Evolved… to be special.
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
▶ First started January 2014▶ Wanted to entice people into reading
posts▶ Wrote custom content▶ 150 emails later… this got time
consuming.▶ Hypothesis: Does custom content
matter?
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
Open Rate: 24.74% CTO: 24.14%Open Rate: 22.64% CTO: 23.33%
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
Open Rate: 21.65% CTO: 12.70%Open Rate: 18.73% CTO: 12.00%
WORK SMARTER NOT HARDER
▶ First email: Slightly better CTO▶ Second email: Slightly better CTO
But…
▶ First email: 30 minutes▶ Second email: 5 minutes
@jonspenceley [email protected]
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
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HTML Open RateClick to Open Ratio
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
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Series1Series2
WORK SMARTER NOT HARDER
@jonspenceley [email protected]
▶ Lessons Learned?
- Don’t do extra work if you don’t have to- Don’t believe your first split test – we actually did 4- Pick ONE thing and test it if you really want results- Saving 25 minutes per task adds up fast when you
repeat that task 3 times per week, every week
THAT’S MY NAME, PLEASE WEAR IT OUT
▶ Everyone loves personalization▶ Usually lame▶ Sometimes ends in disaster:
@jonspenceley [email protected]
THAT’S MY NAME, PLEASE WEAR IT OUT
▶ We use a ton of video▶ Video has a HUGE click-through rate▶ Can we personalize video?
@jonspenceley [email protected]
THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 10.23% CTO: 11.33%
THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 34.89% CTO: 40.17%
Open Rate: 54.41% CTO: 56.76%
THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley [email protected]
▶ Lessons Learned?
- Personalization packs a punch- Be creative, but don’t overdo it- Try new technologies when you have the chance- Make sure you clean up your lists!
▶ Make people feel something
▶ Find ways to optimize or automate some of your creative content
▶ People love to be surprised, in a good way
@jonspenceley [email protected]
