Session Title

DEREK KAZEEDirector of Retention MarketingEbates

Cutting Through The Noise:How Ebates integrated compelling content into its seasonal campaigns and earned a 10.3% conversion rate and a leg up on the competition

Derek KazeeDirector of Retention MarketingEbates

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Combining the art and science of marketing

• Analyze historical data for trends

• More shopping before and after Black Friday

• Mobile shopping on Thanksgiving increased

• We created our own holidays to capture new behavior

• Learn from other brands — what to do and what not to do

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Transformational moment

Our goal for the Cyber Days Preview Campaign was not to sell but rather to inform and engage in a new way to create a loyal member base heading into the crucial Q4 holiday shopping season.

Keys to success

• Executive buy-in

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Getting executive buy-in

How did we sell internally?

• Proven results from 2014 campaign

• Supporting evidence that consumers are responsive to the ‘fun tone’ of email

• Taking a risk yields success

• Drive to exceed consumer expectations

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Keys to success

• Member engagement

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Additional keys

• Go beyond the single channel transaction and look for new ways of engagement

• Connect with your audience on an emotional level

• Strengthen customer relationships by engaging them in new, cool ways

• Be innovative, flexible and responsive

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2015 promo schedule• Singles’ Day

• Ebates’ Toy Tuesday

• Ebates’ Mobile Monday

• Thanksgiving Promo

• Black Friday Deals

• Ebates’ Luxury Sunday

• Small Business Saturday

• Cyber Monday Deals

• Green Monday Deals

• Last-Minute Gifts and Gift Cards

• Pick-Up In-Store

• Free Shipping Week

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Keys to success

• Breaking through the noise

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Creative examples

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#MobileMonday

Mobile Monday Results:

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Cyber days preview email results

2014

• Open rate of 16.5%

• Clickthrough rate of 2.3%

• Conversion rate of 10.3%

2015

• Open rate of 12.2%

• Clickthrough rate of 1.7%

• Conversion rate of 11.7%

Top takeawayBrands that seek to engage customers beyond the single transaction need to work toward sending more personalized, meaningful and engaging communications that connect with audiences on an emotional level.

Thank YouDerek Kazee