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