StrongMail Ultimate Email Marketing Champion | DMA10
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Back by popular demand, StrongMail hosted the Ultimate Email Marketing Championship at the DMA Annual 2010 in San Francisco. Watch email marketers from Travelocity, Shockwave Games, and Hautelook battle for the title of "Email Marketing Champion"
Transcript of StrongMail Ultimate Email Marketing Champion | DMA10
Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers
Weight Classes:
HEAVYWEIGHT
THE RULES
THE RULES
60 Minutes (or until somebody says uncle)
Bout Duration:
Fouls:
- Boring the Audience
- Physical Abuse (Verbal Abuse is Encouraged)
- Audience Not Asking Questions
THE RULES
How to Win:
Convince the audience that you are the…
THE FIGHTERS
THE FIGHTERS
THE FIGHTERS
LET’S BATTLE!
Company: Travelocity
Industry: Travel and Hospitality
Industry Size: Considered the world’s largest industry
Product: One of the largest and most respected online travel
companies selling Vacation Packages, Flights, Hotels,
Cars Rentals, Cruises, etc.
Size: US Travel and Hospitality: 232 BILLION
Employees: 3,000
Target Market: Lovers of Gnomes and their Travel Companions
worldwide.
Years of email experience: 10
THE BUSINESS
Campaign Objective:
Convert Active Shoppers to “Purchasers”
Campaign Strategy:
Promote city Pairs that are X% less that the average fare sold for each
city pair in the last X Days.
Key Metrics Tracked:
Open rate, Click-Thru Rates and Conversions!.
Definition of Success:
Year over Year Bookings Growth
THE CAMPAIGN
THE CAMPAIGN Description
• Promote city pairs that are X%
less than the average fare sold
for each city pair in the last X
days
Goal
• Convert purchase
Trip Lifecycle
• Pre-Purchase
Target Audience
• Active lookers in last X days
who didn’t book their trip
Frequency
• Daily
THE CAMPAIGN
Why it works
• Leverages triggered-alerts
• Integration of relevant cross-sell offers
• Built-in search functionality
Results
• While a fraction of overall email volume,
these emails are a significant contributor
to overall bookings.
• 2-3x of average email open and click-
through rates
What’s Next
• Creative refresh and testing
• Reduced noise for select customers
• Further refinement of deals/offer engine
THE CAMPAIGN
What’s Next
• Creative refresh and testing
• Reduced noise for select customers
• Further refinement of deals/offer engine
TAKE YOUR SHOT
THE BUSINESS Company: Shockwave
Industry: Online Gaming
Industry Size: One of the fastest industries in the US
Product: Free and Paid Gaming Content
Employees: 200
Target Market: Males 18-24, females 30-48.
Years of email experience: 7
THE CAMPAIGN Campaign Objective:
New Member Education
Campaign Strategy:
Leverage welcome series to avoid overwhelming new users with site
features
Key Metrics Tracked:
Member log-ins
Definition of Success:
Member retention and conversion to paid member or purchaser of
content
THE CAMPAIGN
Email #1 in Series: Validation
• Validate email
• Confirm Newsletter Sub
• Direction on Account
Management
• Profile Set up
• Loyalty Program – Tokens
THE CAMPAIGN
Email #2 in Series: Welcome 1
• 1 Week Post Joining
• Touts Features
• Game Suggestions
• Loyalty
THE CAMPAIGN
Email #3 in Series: Welcome 2
• 2 Weeks Post Joining
• Solicits User-Generated Content
• Game Suggestions
• Loyalty
THE RESULTS
• Enhanced User Experience
• Increased Page Views
• Increased ROI
TAKE YOUR SHOT
THE BUSINESS Industry: Online retail flash sales
HauteLook: The future of retail: Limited-time sale events of
great brands for women, men, kids, home and
beauty, all at 50-75% off.
Founded: December 2007
Size: Over 3 million members
Employees: 200 in Los Angeles, NYC and Chicago
Target Market: Young, affluent shopping enthusiasts who
have a strong sense of style and love a
great deal!
Years of email experience: 10
THE BUSINESS Campaign Objective:
Successfully deliver the daily HauteLook event notification email to over
1 million members within the same 10 minute window every day.
Campaign Strategy:
Keep members engaged every day by delivering relevant content
based on member lifecycle segment and categories of interest
Key Metrics Tracked:
Logins to Site, Opens, Inbox Delivery Rate, SSC Compliance Metrics,
Delivery Time
Definition of Success:
Member retention and conversion to paid member or purchaser of
content
THE CAMPAIGN
Micromanage email
deliverability and
suppress high risk
member segments
who deliver low ROI
(Deadweights)
THE CAMPAIGN
Understand key milestones
in our member lifecycle
and trigger email offers to
activate/reactivate them.
• Opens
• Clicks
• Complaints
THE CAMPAIGN
Deliver targeted versions
of the daily emails based
on members category of
interest. – Leverage
WOM
THE CAMPAIGN Lift in Open Rates and CTRs for targeted vs non-targeted
• ~12% increase in opens
• 25% increase in clicks/logins
Email Inbox Delivery Rate
SSC Reputation Score
TAKE YOUR SHOT
TIME TO VOTE
