Yesmail Confidential 2

“Go in and check your competition. Check

everyone who is your competition. And don’t

look for the bad. Look for the good.

…everyone is doing something right."

Sam Walton / Founder & First CEO


Essential Digital Campaign Components

Competitive

Intelligence

Title &

Content

Digital

Channel

Deployment

Day / Time

Deployment

Frequency

Definition of

Engagement

Type (specific to

Facebook)

Competitive

Intelligence can

optimize all key

components for

Digital Campaigns


• Learn how to leverage competitive and market intelligence to

improve existing digital campaigns

• Develop insights to optimize your digital campaigns and drive

customer engagement

• Understand how email marketing drives social channel

engagement

In Today’s Presentation, We Will:

From a Marketer’s Perspective:

The Need for Digital

Competitive Intelligence


The Need for Digital Competitive Intelligence

Most brands know it is critical to see all of your competitors’

promotions, offers, special deals and events for each digital

channel


The Need for Digital Competitive Intelligence

• What were the most engaging (and

alternatively, most utilized) day of

week, time of day, campaign format,

campaign frequency, and content

types

• Learn the frequency of campaign

deployment across all tracked digital

channels

• How to use the positive correlation

between email marketing and social

channel engagement to develop and

execute successful multi-channel

marketing plan

Using Digital Market

Intelligence to Drive Multi-

Channel Success


Who We Analyzed

The 20 leading retail brands with core demographic ages 18 to 35

http://blog.mallofamerica.com/wp-content/uploads/2011/02/ann-taylor-logo.jpg

http://www.urbanoutfitters.com/urban/index.jsp

http://www.jcrew.com/index.jsp

http://www.americanapparelstore.com/

http://oldnavy.gap.com/

http://www.forever21.com/Product/Main.aspx?br=f21


Traditionally, engagement was measured by response volume

via the following:

Campaign “Likes” and Comments

Campaign Retweets

Campaign Views, Comments, Ratings

No Relationship Between Email Deployment and Social

Channel Engagement Was Identified

But how do we compare volume-based to actual engagement?

How is Digital Engagement Measured


• Brand A: 1,000,000 “Likes” (subscribers)

– Digital Campaign generates 25 “likes” and 55 comments

– Volume Based Engagement score is 80

• Brand B: 100,000 “Likes” (subscribers)

– Digital campaign generates 20 “Likes” and 40 comments

– Volume Based Engagement score is 60

Volume-Based Engagement vs. Actual Engagement

Yesmail Interactive developed a way to control for follower base

and thus give each campaign a meaningful engagement score.

Example


0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Ralph Lauren 1.

H&M 2.

Aeropostale 3.

Abercrombie & Fitch 4.

Guess 5.

Forever 21 6.

American Eagle 7.

Diesel 8.

Ann Taylor 9.

Urban Outfitters 10.

Old Navy 11.

Express 12.

Banana Republic 13.

Gap 14.

Tommy Hilfiger 15.

The Limited 16.

J Crew 17.

American Apparel 18.

Kenneth Cole 19.

Eddie Bauer 20.

Average Facebook Engagement Over the Tracked Period

Average Volume-Based Engagement Over the Three-

Month Period

Eddie Bauer

ranks 20th in

volume-based

engagement

Growing your fan base is essential for expanding your brand’s reach and

popularity. BUT…Volume alone does not translate into true engagement.


0 20 40 60 80 100 120 140

Ann Taylor 1.

The Limited 2.

Eddie Bauer 3.

Ralph Lauren 4.

Banana Republic 5.

Urban Outfitters 6.

Guess 7.

DIESEL 8.

Kenneth Cole 9.

J Crew 10.

H&M 11.

Express Inc 12.

Abercrombie & …

Aeropostale 14.

American Apparel …

Gap 16.

Old Navy 17.

Forever 21 18.

American Eagle 19.

Tommy Hilfiger 20.

Average Facebook EngagementOver the Tracked Period

Average Actual Engagement Over the Three Month Period

By controlling for brand size and number of followers, we get a completely different

ranking that is based on the actual customer engagement achieved by each brand.

Eddie Bauer

ranks 3rd in

actual

engagement

Facebook Engagement Trends


Facebook Trends Over the Three Month Period

Note: Chart is for top 20 brands; not for Facebook as a whole

• In terms of Campaign Volume Brands are increasingly utilizing Facebook for

Digital Marketing

• Most of our top 20 Brands are also seeing a significant spike in Engagement

• Mid to Large Retailers should definitely emphasize Facebook

450

500

550

600

650

700

750

800

850

900

950

Month 1 Month 2 Month 3

Brand Campaign Volume

32

33

34

35

36

37

38

39

40

41

42


Average Brand True Engagement


0

5

10

15

20

25

30

35

40

45

50

Sun Mon Tues Wed Thu Fri Sat

0

50

100

150

200

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300

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400

450

Sun Mon Tue Wed Thu Fri Sat

• Over the three month period, the most popular deployment day was Friday

• Campaigns deployed on Tuesday garnered highest engagement even though Tuesday ranked 4th in terms

of number of campaigns deployed over the three month period

• Saturday is an interesting phenomenon, it had the highest engagement rate for campaigns deployed in

January and the second lowest engagement rate for the remainder of the period

.

Day of the Week Trends Over a Three Month Period

Campaign Deployment Volume Campaign Engagement


• Campaigns deployed between 10pm and

12am ET were an engagement goldmine

• The most popular time of day to deploy

campaigns is between 11am - 1pm ET

Time of Day Trends Over the Three Month Period

Oddly enough, this

timeslot is in the

bottom 30% when it

comes to customer

engagement

However, based

on volume, this

is the least

utilized timeslot.


Campaign Deployment Frequency Trends

• The 5 most engaging brands deployed between 20 and 32

campaigns per month

• While the five least engaging brands averaged 54 campaigns

per month

http://blog.mallofamerica.com/wp-content/uploads/2011/02/ann-taylor-logo.jpg


Photo content is the most engaging content type

Content Trends Over the Three Month Period

Engagement Based on Content Type • This can be attributed to

the fact that it’s easy to

share, quick to browse

through, and entails limited

time investment

• It comprises 43% of all

deployed Facebook

campaigns

0

10

20

30

40

50

60

70


Link

Photo

Status

SWF

Video


Curiously, video is the

preferred format in only

6.5% of campaigns

Content Trends Over a Three Month Period

The most promising

Facebook format is

video, as evidenced by

its consistent and rapid

growth

Engagement Based on Content Type

0

10

20

30

40

50

60

70


Link

Photo

Status

SWF

Video


• Vague and uninformative status

updates.

• Customers’ growing reluctance to

follow a link leading away from

the site they’re on

• A little disturbing -- link and

status updates comprise 50% of

all deployed Facebook

campaigns in the period


Declining Engagement Content:

Status Updates

Posts Containing Links Engagement Based on Content Type

0

10

20

30

40

50

60

70


Link

Photo

Status

SWF

Video



73% of the most engaging

posts, in all three months

we tracked, belong to either

Ann Taylor or The Limited


• Campaigns actually identifying

a desired customer behavior

• Campaigns provide an

incentive for performing an

action

• Campaigns empower the

customer by explicitly putting

them in charge



Content Continues To Be King!

• Identify Desired Behavior

• Put the Customer in Charge

• Incentivize

• Identify Desired Behavior • Put the Customer in Charge

Impact of Email on Facebook

Engagement


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10

20

30

40

50

60

70

0 emails 1 email 2 emails

How a Corresponding Email Campaigns Can Boost Facebook Campaign

Average Facebook Engagement

Facebook campaign

engagement grows

roughly by 50% when one

email is deployed in the

same timeframe and by

roughly 100% when two

emails are deployed.

Boosting Facebook Campaign Engagement Through

Email Marketing


• Ensure my brand is actively using Facebook as it’s seeing rapid

growth and adoption from my competitors.

• Save my best Facebook content for Tuesday and it will see the

highest engagement.

• Try deploying campaigns between 10pm – 12am as it’s least utilized

by my competition and generates the highest level of engagement.

• Deploy no more than 1 campaign per day for maximum

engagement.

Facebook Competitive Insights Summary


• Ensure a healthy portion of my content includes a photo as it

receives the highest engagement from consumers. Also

experiment with video as it’s a strong content performer.

• Ensure my content conveys clear purpose, desired customer

behavior, and reward for best engagement. Try experimenting

with Photo / Link variations.

• Facebook campaign engagement grows when an email

campaign is previously deployed

Facebook Competitive Insights Summary

Twitter


Twitter Trends Over the Three Month Period

• Month 2 = Twitter Bonanza: Our 20 brands had about 1700 campaigns in Month 2 revolving

around special events such as Oscars, Grammys, Valentine’s Day, Super Bowl, etc. These

campaigns did very well in terms of Engagement, but not as well as in March.

• Month 3 = Less is More: Though there was a drastic dip in campaign volume (1700 versus

1150), the actual engagement score was higher in March.

• As with Facebook, brands should definitely focus on Twitter as a viable marketing channel

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1,200

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1,500

1,600

1,700

1,800


Twitter Campaign Volume Over the Tracked Period

6

7

8

9

10

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12


Twitter Campaign Engagement Over the Tracked Period


• 20% of all Twitter campaigns are deployed on Fridays

• However, Friday garners the absolute lowest engagement

• In terms of engagement, Tuesday, Wednesday and Thursday are consistently

performing at the top level

Day of the Week Trends Over the Three Month Period

Twitter Campaign Volume Twitter Campaign Engagement

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8

10

12

14

Sun Mon Tue Wed Thu Fri Sat

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600

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900

Sunday Mon Tue Wed Thu Fri Sat


Over each month in this three month period, Twitter campaigns were deployed

almost exclusively during traditional work hours: 9am – 7pm ET.


• Only 30% of the timeslots (hours) that

receive the most engagement are

between 9am – 7pm

• In fact, 5am – 6am ET and 7am – 8am ET

are the most engaging times over this

three month period

• The trends specified above leave a clearly

defined opportunity for brands to try out

new tactics, hours of deployment and

frequency of deployment in order to better

engage their audience

Month 1

Month 2

Month 3


• The five most engaging brands deployed between

45 and 70 campaigns per month

• While the five least engaging brands averaged

between 95 and 115 campaigns per month

Campaign Deployment Frequency


Trends for the top 10% of the most engaging brand

campaigns over the three month period:


• Campaigns communicate purpose by identifying

desired customer behavior

• Campaigns provide an incentive

• Campaigns empower the customer by explicitly

putting them in charge

• Add a celebrity mention to the campaign

• Insert a famous or a celebrity quote

It’s interesting to

note there are

overlapping trends

across multiple

social channels



Celebrity Quote

Incentivize

Identify Desired Behavior

Put the Customer in Charge

Incentivize

Identify Desired Behavior

Put the Customer in Charge

Impact of Email on Twitter

Engagement


0

2

4

6

8

10

12

14

0 emails 1 email 2 emails

How a Corresponding Email Campaign Can Boost Average Twitter Campaign Engagement

Average Twitter Campaign Engagement

• Engagement is over 25%

higher when one email is sent

out on the same day as a

Twitter campaign

• Engagement is over 40%

higher when two emails are

sent out on the same day as a

Twitter campaign

Boosting Campaign Engagement Through Email

Marketing


• Ensure my brand is actively using Twitter as it’s seeing rapid

growth and adoption from my competitors and consumers.

• Save my best Twitter content for Tuesday, Wednesday, and

Thursday it will see the highest engagement.

• Deploy my tweets between 5-6am and 7-8am for maximum

engagement.

• Tweet no more than twice a day for maximum engagement.

• Twitter campaign engagement grows when an email campaign is

previously deployed.

Twitter Competitive Insights Summary

YouTube


0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8


YouTube Campaign Engagement Over the Tracked Period

30

35

40

45

50

55

60

65

70

75

80


YouTube Campaign Volume Over the Tracked Period

YouTube Trends Over the Three Month Period

YouTube is, by far, the most interesting channel because of its seemingly inconsistent

adoption by brands:

• 15% of tracked brands do not have a YouTube channel

• Only 35% of the brands that do have a YouTube channel deployed campaigns each month

• 20% only deployed campaigns in 1 of the 3 months tracked

• The average number of campaigns per month per marketer is 3.5 and roughly 1 per week.


• Monday is the most engaging day for YouTube, however Monday is lagging in the bottom

three of least utilized deployment days

• In terms of most utilized deployment days, Friday and Thursday are the favorites

• As with the other social channels, the weekend continues to be the least utilized time of the

week for campaign deployment with barely 8% of campaigns going out on Saturday and

Sunday combined

Day of the Week Trends Over the Three Month Period

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45 YouTube Campaign Volume YouTube Campaign Engagement


• 68% of YouTube campaigns were deployed

between 11am – 7pm ET

• Only 10 out of the 24 timeslots were utilized for

campaign deployment in each of the 3 tracked

months

• Least popular deployment timeslot across the

three month period was 8pm – 2am ET

• Interestingly, the 2am – 3am ET timeslot

achieved the highest engagement

• The 6am – 7am ET timeslot comes in 2nd in

terms of engagement, although it ranks last for

campaign deployment


YouTube has the potential

to drive incredible customer

engagement due to its viral

nature, but it has to be

supported by other

channels in order for it to

reach its potential with the

marketing industry


• 33% of the top performing campaigns

are between 16-31 seconds

• 28% are between 60-90 seconds

• 17% are between 120-180 seconds

• 11% are over 180 seconds

• Interestingly, the 90-120 second

segment is not represented in the

10% most engaging campaigns

Video Duration Trends Over the Three Month Period

11%

24%

21%

13%

16%

15%

1-30 secs 30-60 secs

60-90 secs 90-120 secs

120-180 secs over 180 secs

Video Length Distribution Based on

Campaign Count

Based on the 10% most engaging YouTube campaigns over the

three month tracked period, we came to the following findings:


Interestingly, even with the entirely different nature of

YouTube, we found some striking similarities between

content strategy for Twitter and Facebook, and content

strategy for YouTube.

• Celebrity guest stars rack up impressive engagement

• Professionally shot commercials promote high number of views

• Incentivized and identified behavior, like posting user-generated

content for a prize, is still a great engagement factor

• Like with Twitter, sometimes it pays off being a little vague to pique the

interest of your audience




Celebrity

Official Commercial



Celebrity

Incentivize

Identify Desired Behavior Put the Customer in Charge

Official Commercial

Email / Multi-Channel


In the Interactive Marketing Forecast for 2011-2016,

Forrester dubbed email marketing “the workhorse of

[the] interactive mix.”

Email is the glue that holds multi-channel

marketing together while providing measurable

campaign ROI.

Email is Still Very Relevant


Email is Still Very Relevant

• Real Time

• One to One

• Can be tracked in multiple ways

• ROI is tremendous

• Oh yeah…and we JUST

identified a positive correlation

between email and social

channel engagement


Email Trends Over the Three Month Period

Email is holding a steady position with deployments having a minimal

fluctuation of 1% to 3% over the three month tracked period.

As we showed in the individual

channel break-down, we can

now link email to customers’

social engagement with your

brand. If brands want to

increase social engagement,

they need to develop a multi-

channel marketing strategy

that incorporates coordinated

email and social campaign

deployments that transcend

digital channels. 200

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360


Email Campaign Volume Jan-March 2012


• 35% of all email campaigns are

deployed on Monday or Friday with

those being the top 2 deployment

days over the three month period.

• Only 20% of campaigns are sent

over the weekend, which can be

perceived as an area of opportunity

for brands

• Monday is the most consistently

used day for email deployments

Deployment Trends Over the Three Month Period

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Number of Email Campaigns Deployed per Weekday


An interesting opportunity for

brands would be deploying email in

the early morning hours on

weekends so their message is at

the top of the inbox when

customers wake up on the

weekend.

Since this is when most shopping

is typically done, this approach

may prove successful in promoting

weekend shopping.

Deployment Trends Over the Three Month Period

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Number of Email Campaigns Deployed per Weekday


In contrast to the social channels, the preferred times for email deployment

favor early mornings:

• The 6am – 10am ET timeslot is most popular for email, with 43% of

campaigns being deployed during that interval

• Another interesting contrast is the least popular timeslot for email

deployment 6pm – 10pm. While this time is generally popular with social

campaign deployment, it comprises a mere 3% of email deployment

• Recalling our earlier analysis regarding Social Campaigns having better

Engagement when tied to email, Marketers should look at using time of day

to cross promote over the email and social channels



Conclusion

Competitive intelligence is essential for developing

engaging digital campaigns in the following ways:

• It provides a complete picture of the competitive and industry landscape

and allows marketers to gauge competitive campaign effectiveness on

multiple levels and across multiple channels

• Marketers can adjust their deployment and content strategy based on

insights drawn from their competitors’ lucrative campaigns

• Measure engagement for each social media channel alongside email to

evaluate how your email marketing efforts drive your social channel

engagement

Jason Warnock

VP, Market Intelligence & Measurement

Yesmail Interactive

[email protected]

www.yesmail.com

1-877-YESMAIL

Download the full

report & get all

insights HERE!

Request a demo of

Yesmail Market

Intelligence HERE!

mailto:[email protected]

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Multi channel engagement-redefine -boost it through email

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