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THE RULES• The cage has a diameter as

big as this stage, all of which can be used by the fighters to demonstrate their mastery

• The Champion bout consists of three rounds, plus Q&A

• The bout will run 45 Minutes(or until somebody says uncle)

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THIS FIGHT• This is a Heavyweight Bout

• Unless there is a TKO, the winner will be determined by you

• Be disruptive…er, uh interactive

• Boring the Audience

• Physical Abuse Verbal abuse is highly encouraged

• No questions from the audience

FOULS

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dma12.org

WILL AUSTINdatabase marketing director

CALLIE WILSONdirector of email marketing

KEVIN HICKEYglobal manager, email/sms marketing

Unique Approach: Quality vs Quantity

Judo Move:Data Wizardry

Unique Approach: Relevance…really

Judo Move:The Multi-Plex

Unique Approach: All about behavior

Judo Move:Dynamic Drop

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IT’S TIME!

THE BUSINESSCompany: Scripps Networks Interactive

Industry & Size: Broadcast/Cable Media, Internet/Digital Syndication$449B in 2012 (proj.)

Product: Lifestyle Media Content

Target Market: Lifestyle Media (the Cooking Channel, DIY Network, Food.com, the Food Network, FrontDoor.com, GAC, HGTV, HGTVRemodels, and the Travel Channel).

Years of email experience: 5 in email marketing (10+ in digital marketing/analytics)

@will_austindma12.org

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THE CAMPAIGNCampaign Objective:Sell email marketing as a premium CPM, not as an add-on.

Campaign Strategy:Highly define core audience using DMP and list hygiene.

Key Metrics Tracked: Opens and additional pages consumed.

Definition of Success: Subscriber opens reminder mailing, subscriber votes, subscriber consumes addition virtual inventory.

I want your brains - and your ROI...

@will_austin

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THE CAMPAIGN DescriptionTentpole Sweepstakes Reminder Service. GoalTo remind subscribers to return to our sites twice per day to cast votes for our contests and to consume advertiser inventory and/or special promotion content. 

Target AudienceAnyone who wants to be reminded of our tentpole sweepstakes (HGTV Dream Home, Green Home, Urban Oasis).  Why it worksBecause subscribers are heavily incentivized to subscribe, open, and follow through on conversion simply through the nature of the contest and prizes. 

@will_austin

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THE RESULTSClicks/Opens: Since Q1 - the tentpole reminder sweepstakes reminder service has flaunted a 73% open rate and generated an additional 173M page views.

List Growth: The reminder lists have grown over 480% in 9 months (ranging from 250K to 1M depending on the sweepstakes).

Engagement: In the 1st quarter alone, Scripps Email Marketing had already amassed 55% of the total page views generated in all of 2011 and 36% of the video views.

73% Open Rate

@will_austin

dma12.org

WHAT’S NEXT? 

Co-branded templates and first party data.

Together with Adobe Audience Manager, Scripps has identified and grouped our email audience into premium CPM segments. Reminder services are soon being sold as a co-branded postcard messages.

@will_austin

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TAKE YOUR SHOT!

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THE BUSINESSPassionate Team, Food & Cooking Culture

Company: Cooking.com

Industry & Size: Internet & Mail-Order Retail, 8.2B in 2012

Product: Provide turnkey e-commerce solution to leading brands in food and cooking space

Target Market: Online Food and Cooking Space – Top Chefs, Media Companies and Consumer Product Brands

Years of Email Experience: 6

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THE CAMPAIGNDescription: Transactional Messaging and Lifecycle Marketing Goal: Increase member LTV by providing more opportunities to convert with more relevant, behavioral targeted content

Target Audience: Members (buyers or non buyers) who purchase, place items in cart or browse an item.

Why it works: Because it allows for instantaneous mailings of trigger emails (i.e. New Member Welcome, Abandoned Cart, Loyalty Program, etc.) and automation of timely event-triggered messaging (Welcome series, Abandon program, and Transactional series).

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THE CAMPAIGN

Member DatabaseSales ($) Conversion FunnelNew Member Acquisition Funnel

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THE CAMPAIGN

Key Metrics: Retention (first time members vs. existing members), Open Rate, CTR, Conversion, and AOV

Definition of Success: Increase membership retention, higher open rate, higher conversion rate, and increase revenue

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THE RESULTS• Opens: 38% increase in open rate• Clicks: 59% higher clicks• List Growth: On-Boarding Campaign has increased new member acquisition by 70%• Engagement: 29% decrease in disengagement

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WHAT’S NEXT?• More targeted and relevant

communication

• Utilize historical customer behavior to roll out new LCM Campaigns (We Miss You, New Product Alerts, and Purchase Follow Up)

• Progressively profile & gather new user data to optimize On-Boarding, Abandon and Transactional Series.

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TAKE YOUR SHOT!

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THE BUSINESSCompany:InterContinental Hotels Group (IHG)

Industry: Hospitality

Industry Size: Over 4,500 hotels in nearly 100 countries

Product: Nine hotel brands – InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites, Candlewood Suites, EVEN Hotels & HUALUXE Hotels and Resorts

Target Market: Guests ranging from staying in luxurious upscale hotels in the world's major cities and resorts to reliable family-oriented hotels that offer great service and value

Years of email experience: 7

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THE CAMPAIGNCampaign Objective: Promotional Venetian & Palazzo flash sale campaign to drive awareness, Reward Night stays and paid nights

Campaign Target: Leverage explicit/implicit profile, behavioral & click data, such as active PCR/AMB mbrs with adequate point balances

Key Metrics Tracked: Impressions, engagement, revenue (total, conversion, efficiency) and disengagement

Definition of Success:V|P awareness, loyalty retention & revenue

√

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THE CAMPAIGNAnnouncement Wave

• Subject line: 24 Hours Only. Enjoy 50% off Reward Nights In Las Vegas.

• Interactive countdown clock to drive greater sense of urgency

• Distinct templates versioned for membership levels

• Dynamic cross-sell within secondary messages

• Treat / control groups used to measure incrementality

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THE RESULTS

54.7%

22.6%

5.6%

3.7%

Compared to our channel benchmarks:

• 47.8% higher impressions• 20.8% higher clicks• highest revenue producing

campaign for V|P since start of partnership

• 2.5% higher conversion rate & revenue per email

• 77.9% decrease in disengagement

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THE RESULTSAdditional media coverage picked up by consumers, social sites, USA TODAY and other PR outlets

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WHAT’S NEXT?• Expansion of flash sales to

new resort locations, international markets and other brands (eg, ICAR & Holiday Inn Resorts)

• Testing impact of new tactics like real-time message content and Subject Line icons ★

• Continued refinement of dynamic targeting & personalization

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TAKE YOUR SHOT!

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AND THE WINNER IS…