#SVCS2013

#SVCS2013

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 four rounds, plus Q&A

• The bout will run 45 Minutes(or until somebody cries “uncle”)

#SVCS2013

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

Alessandra Souerssr. product marketing manager

Joanna Furlongmarketing manager

Wayne Millersr. digital marketing manager

Unique Approach: Party in the Inbox

Judo Move:Personalization Pile Driver

Unique Approach: Divide & Conquer

Judo Move:Segmentation Sweep

Unique Approach: Pushing Brand not Discounts

Judo Move:Abandonment Reversal

Brian Schmidtecommerce marketing analyst, email

Unique Approach: Ignoring Standard Revenue Metrics

Judo Move:Something Unexpected

#SVCS2013

IT’S TIME!

#SVCS2013

#SVCS2013

Company: JibJab Media

Industry: Entertainment

Product: Starring You® eCards, satire and assorted

tomfoolery

Employees: 55

Snacks: Unlimited

Personal Years of Experience: 5

THE BUSINESS

#SVCS2013

Two Goals

1. Broaden personalization experience by using our most recognizable and iconic “data” effectively in the inbox

2. Increase click-through and conversion rates

THE CAMPAIGN

#SVCS2013

So we built a

Personalized Image Engine

THE CAMPAIGN

#SVCS2013

How did we build it?

1 - Existing eCard “casting” technology2 - A little SQL allowing us to combine

custom graphics and user “heads”3 - A lot of servers to process JPG creation

at peak open times

The culmination of our efforts…

THE CAMPAIGN

#SVCS2013

And now… the test!St. Patrick’s Day 2013

A/B-Split

1. Personalized Mailing2. Non-personalized Mailing

Three Possible Variations (depending on user state): 3. Users with 0 heads4. Users with fewer heads than shown5. Users with all heads

THE CAMPAIGN

#SVCS2013

Casted version wins!

• Click rate 35%• Conversion rate 43%• Revenue 117%

THE RESULTS

#SVCS2013

Reactions & Confusion• Responses directed to friends in images

• Requests for more personalization

• Legal threats

• Compensation demands

Clearing Things Up:• Added explicit callouts explaining security of

personalization

• Added opt-out feature in ‘My Account’ section

THE RESULTS

#SVCS2013

• Deeper testing (location, size, no. of heads)

• “Create This Card” feature

• Incorporating into transactional and triggered messages

• Building functionality for children’s brand to verify character creation and highlight educational Starring You® products

WHAT’S NEXT?

#SVCS2013

TAKE YOUR SHOT!

#SVCS2013

#SVCS2013

THE BUSINESSCompany:CheapAir.com

Industry: Online Travel

Industry Size: $157 Billion

Product: Flights, Hotels, Rental Cars

Personal Years of Experience: 10

#SVCS2013

THE CAMPAIGNDescription: Abandonment Series

Goal: 1) Bring back customers who

demonstrated an interest in flights, but didn’t buy.

2) Remind these prospective buyers about what makes CheapAir unique.1) Price Drop Payback2) Personalized service3) Mix-and-Match™

3) Not about discounts and coupons.

Target Audience: Users who searched for a flight, did not buy, whom we associate to an email address, and haven’t purchased another flight from us in the last 90 days.

#SVCS2013

THE CAMPAIGN

Key Metrics Tracked:Opens, Clicks, Sales Definition of Success:Subscriber opens message, clicks and returns to CheapAir.com

Why it works: - It’s personalized- We make it easy + demonstrate value (without pushing a coupon!)

THE RESULTS

48%58%

Open Rate

Click-to-Open Rate

#SVCS2013

WHAT’S NEXT?

• Testing message timing

• Additional landing pages

• Personalized letters from our in-house travel advisors

• Expansion of program to Hotels and Cars

#SVCS2013

TAKE YOUR SHOT!

#SVCS2013

#SVCS2013

THE BUSINESSCompany:Hammacher Schlemmer

Industry: Internet & Mail-Order Retail

Industry Size: $270B in 2012

Product: High-End Gadgets and Gifts, First-to-Market Goods

Target Market: Individuals looking for The Best, The Only, and The Unexpected – either in solutions to everyday problems or unforgettable gifts.

#SVCS2013

THE CAMPAIGNDescription:Something Unexpected

Goal:Drive high engagement to help maintain activity and deliverability

Target Audience:Entire email file, from prospects to buyers

Why It Works:Everyone loves surprises and hovercrafts

THE CAMPAIGN

#SVCS2013

THE CAMPAIGN

Key Metrics Tracked: Primary: - Opens, Clicks, Unsubscribes

Secondary: - Orders, Revenue, LTV Changes

Definition of Success:An increase in engagement coupled with an increase in subscriber retention and maintaining long-term deliverability to major ISPs

#SVCS2013

#SVCS2013

THE RESULTS• 38.21% Open Rate

• 11.13% Click Rate

• 42% Reduction in Unsubs

• 99.2% Deliverability

• 98.5% Inbox Placement• 100% at Major ISPS

#SVCS2013

WHAT’S NEXT?• Personalization based on

site actions

• Complex Lifecycle Onboarding Program

• Segmentation based on category

• Frequency self-selection

TAKE YOUR SHOT!

#SVCS2013

#SVCS2013

Company: Zumba Fitness

Industry: Health/Fitness, Consumer Products, Apparel

Product: Professional Fitness Training/Education; At-home Exercise DVDs; Video Games; Apparel, Footwear & Accessories; Music

Employees: 285

Target Marketing:THE WHOLE WORLD

Personal Years of Experience: 7

THE BUSINESS

#SVCS2013

Problem

• We are too awesome• We operate in numerous verticals• We present new instructors with an

overwhelming number of offers/products/programs/benefits

• We did it all at once

THE CAMPAIGN

#SVCS2013

Messaging Flow Chart:

THE CAMPAIGN

#SVCS2013

THE CAMPAIGNTarget Audience:New members of the Zumba Instructor Network (ZIN™)

Description:Understand instructors’ motivation for joining the network and target message sequence accordingly.

#SVCS2013

THE CAMPAIGNGoals: Increase engagement/conversion rates, lower disengagement, build loyalty and strengthen retention

Key Metrics Tracked:• Opens/Clicks/Unsubscribes• Specialty Training Registrations• Affiliate Program Registrations• Apparel & Product Sales

#SVCS2013

THE CAMPAIGN• Initial message sent as

part of welcome series

• Use tracking logs (+ wizardry) to identify clicks

• Target following messages based on interests

• Introduce additional brand offerings later in customer lifecycle

• Testing offers to generate more interest

#SVCS2013

THE RESULTSOpens/Clicks:Targeted follow up messages achieved :• 65-75% open rates• 20-40% click-through rates

Conversion:Significant revenue and participation lift across all categories

Disengagement:Unsubscribe rate dropped nearly 40% within the first 30 days of membership

#SVCS2013

WHAT’S NEXT?• Continue optimizing welcome series –

testing creative, subject lines, offers…

• Additional messages to help construct more accurate user segmentation

• Better consumer (non-instructor) onboarding/welcome series

• Real-time dynamic content

TAKE YOUR SHOT!

#SVCS2013

AND THE WINNER IS…

#SVCS2013

#SVCS2013