relevancy case studies: sending email that inspires action · points on qualified expedia travel...

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Relevancy Case Studies:Sending Email That Inspires Action

Annette Promes, Director, Email MarketingExpediaMonday, February 25, 2008


2© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Expedia Customer Marketing

Responsibilities:

Strategy and Operations for all emailmarketing at Expedia.com

2nd largest tracked marketing channel

Driving millions of sales a year



Expedia’s Rewards Program:ThankYou® Rewards Network

Customers signed up for ThankYou earnpoints on qualified Expedia travel purchases

Points can be redeemed for future travel onExpedia or for other rewards through theThankYou website (www.thankyou.com)

Can you increase ThankYou memberresponse in email by improving relevancy ofoffer?

Communicate with customers post-purchase butpre-travel

Use ThankYou points to drive more profitablepurchase behavior

Target standalone air drive hotel attach



Expedia’s Rewards Program:ThankYou® Rewards Network

Which offers best engage theThankYou base and drive the mosttransactions?

Test 1: Add hotel and earn 1 point/dollarfor value of entire bundle (air + hotel)

Test 2: Add hotel and earn $20-off or $40-off coupon

Control: “Add hotel and save” messaging



Test 1: ThankYou Points Offer



Test 2: $20/$40 Off Coupon



Control: Add Hotel & Save



Results Show Offer Relevantto Base Drives ROI

ThankYou Points82% lift in clicks

347% lift in transactions

61% higher opt-out rate

Coupons24% lift in clicks

106% lift in transactions

18% higher opt-out rate

Going forward, emphasize ThankYou Pointsvalue vs. margin diminishing coupons

Higher interaction also = more mails, moreopt-outs

Screen out customers in certain purchase windowsthat overlap with high-touch timeframe



Credits/Thank You

Thank you to:

Carey Dietz, Email Marketing

Rosie Campbell, ThankYou Team

Cheryl Trew, Email Analytics

Annette Promes, Expedia

[email protected]

425-679-3423


Relevancy Case Studies:Sending Email That Inspires Action

Sarah Ellen Nelson, Senior Strategist

500lb Marketing Solutions & Gold Toe Moretz

Monday, February 25, 2008


2

Overview

Gold Toe Moretz launches a new brandof socks for kids… “Auro Socks”

Target Market = Busy Moms

Use interactive marketing to build teamof brand evangelists

Use email marketing to driveconsumers to take action


3

Business Challenge

Sell kids socks!

Find busy moms online

Teach the “Auro” concept

Identify brand evangelists

Direct interest toward retailers


4

Business Objectives

Sample 5,000 packs of socks

Build a well-qualified consumerdatabase

Identify brand evangelists

Enable consumer research


5

Implementation

Web Site:

Overhauled www.aurosocks.com

Sampling/Trial

Free socks to 5,000 site visitors

Sweepstakes

Enter to win a $1000 Back-to-Schoolshopping spree from Target


6

Implementation

Bonus Entries

Up to 100 sweepstakes entries possibleper person through use of “Tell a Friend”feature

Survey

Participation in demographic survey wasrewarded with 10% off coupon

Loyalty Contest

Brand loyalists given key code to nominateyouth group for “sock makeover”


7

Implementation

Newsletter

Enews highlighted new offers andelements to program

Coupon Giveaway

After sweepstakes, $2 off coupon used toattract qualified leads

Online Advertising Program

Banner ads on Parenting.com and inParenting.com enewsletters


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Initial Email


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Web Site Home Page


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Join Now Page


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Results

23,280 members

8,000 packs of socksdistributed for trial,exceeding the goal by60%

1,606 members referredfriends

4,611 of referred friendsjoined

22,833 uniquesweepstakes entries/45,779 total with referralbonuses

1,882 surveyscompleted

159 Sock MakeoverContest entries

14.3% open rate onnewsletter

2.2% unsubscribed

527 couponsdownloaded

Approx. 138 visitors/dayfrom ads

28 members attributedto advertising


12

Results

Consumer Data Confirmed:

Female

26-45 years old

2.27 children

Wear athletic socks

92% rate product highly


13

Takeaways

Messaging customers using multiplemedia works

Consumers love “free” stuff

Having a unique offer in each messagekeeps consumers interested

Encouraging participation fromconsumers builds brand loyalists


14

Credit /Thank You

Sarah Ellen Nelson

Senior Strategist, 500lb Marketing Solutions

[email protected]

503-528-9500 ext. 106


Relevancy Case Studies:Sending Email that Inspires Action

Uwe Michael Sinn, Managing Director

rabbit eMarketing



2

„Wer liefert was?“: The Company

"Wer liefert was?“: “Who supplies what?”

“Wer liefert was?” is the leading supplier search engine forthe business-to-business sector in German-speakingcountries.

Customers have relied on “Wer liefert was?” for over 75years – starting with books, later, CD-Roms, since 1995online.

More than 1.5 Million Decision Makers are searching for theright supplier, dealer or service – every month.

Over 22 Million Visits in 2007: Wer liefert was?“ is by far themost busy German-speaking website für B2B-supply.


3

„Wer liefert was?“:The Business Model

The “Basis entry” is free – and is edited by “Wer liefertwas?”-staff. There are around 380,000 suppliers listed– around 95% of the relevant business in the Germanspeaking countries.

Money is earned only by paid premium entries. Thereare six different “packages” which entitle to extras like:

Being listed on top of page

Company profile

Company Logo included

Price range: Between US $300 and $4,000 per year

The subscription is strictly NOT prolongatedautomatically


4

Starting Position and Goals

Starting Position:

“Wer liefert was?” started using Email to communicatewith customers systematically in 2001.

We fast found out that “one size fits all” emails did notwork.

Goals of the Loyalty Campaign:

Reduce cancellation rates

Improve renewal rates

Increase customer satisfaction

Strengthen customer relationships through continuousengagement

Provide an additional tool for measuring success

Allow automated account management workflows


5

In detailThe loyalty campaign consists of a set of four different kind of Email:

Welcome EmailGreeting new customerInformation about upcoming EmailsIntroducing the personal customer representative

Customer Service EmailsExample: A customer did not take advantage of all benefits of hispackage

Monthly statistics EmailDetailed statistics about how the entry performsPersonal advice on how to optimize the entry

Renewal mailA two-part trigger email is initiated 3 months before a listing is due forrenewalThis is where “Wer liefert was?” earns the money ;-)

Beside that: Monthly newsletter with information relevant forbusiness


6

Highly Complex Campaign Planning

Slightly different campaigns for:New customersCustomers which signed less than 24 months agoLong time customers

Cross-media Campaign that includes:Email as major way of communicationOutbound callsEven personal visits

Major challenges:Very small list size per dispatch (a few hundred – a fewthousand emails)Very high number of parameters, both an organizational andtechnical problemScheduling: Not only best time to send email but alsocapacity in the call center

Testing:Design Tests in Usability Lab proved that a conservative,quiet design works best for the audienceDifferent parts of the campaign are tested thoroughly fromtime to time


7

Just to give you an idea ...


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Campaign Example: WelcomeMessage

Welcome Message sentin the name of the salesrepFull contact details andphoto of the customer'spersonal sales repContains link to the paidlistingListing checklist (“Areyou appearing in all theavailable categories?”)Advanced notice of thedelivery of monthlystatisticsGoal: Not only friendlybut helpful – andRELEVANT


9

Campaign Example: Service Email

Trigger-Mail

Calls the customersattention to features hedoes not use

Enables the customer totake full advantage ofthe package he booked

Yes, the personal salesrep is NOT included here(we tested it – but thesales reps have beenflooded by calls withtechnical issues then)

Goal of the mail: Feeling“They care for me”


10

Campaign Example: Statistics Mail


11

Campaign Example: Statistics Mail


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Campaign Example. Renewal Mail

Here comes the money ;-)

2-part trigger-mail about 3months before subscriptionends

Different response types:Callback button1-click order„Let a salesrepresentative visit me“(only when booking anexpensive package thefirst time)

Testimonial from abusiness sharing the samesize category and industrysector as the recipient


13

Results

Open rates are around 70%

On average, each email is opened over four times!

CTR is about 20% (meaning around a third of thosewho open also click-through)

Every click to order is worth more than US $1,000

Over 10% of recipients renew their listing within a fewhours of receiving the email

Many others get in touch with WLW using one of thecommunication alternatives listed in the email (forexample, they place a call to their rep)


14

A high degree of relevancy clearly drives results1

The high repsonse rates of the Renewal-Mails would not

have been possible without the preliminaries.2

The 100% relevant content is much more importantthan a fancy layout.3

Email alone is not enough. The combination of online and

offline activity (in-field sales staff, telemarketing) makes the

difference.4

Bad results: Gaining new customers via Email did not work

at all – but keeping a customer happy worked perfect.5

Lessons Learned


15

Credits/Thank You

Uwe-Michael Sinn, rabbit eMarketingSinn von Graeve GmbHKaiserstr. 65

60329 Frankfurt

+49 - 69 – 86 00 428 00

http://[email protected]


16

Contakt:

rabbit eMarketing

Sinn von Graeve GmbH

Kaiserstr. 65

60329 Frankfurt

+49 - 69 – 86 00 428 00

http://www.rabbit-emarketing.com

[email protected]

Results


Relevancy Case Studies:Sending Email that Inspires Action

Kimberley Talbot, Senior Group Manager, WW Relationship Marketing

Adobe


Headquartered in San Jose, CA

Over $2.5 billion in revenue in 2006

Founded in 1982; now one of the world's largestsoftware companies

Product portfolio includes Photoshop, Creative Suite3, Acrobat, Flash, and LiveCycle

Adobe Reader and Flash Player combined areinstalled on more than 700 million connected PCsand devices worldwide


3

Relevance Drives CampaignPerformance

Relevance drives campaignperformance at every level, affecting:

Deliverability

Spam complaints

Unsubscribes

Open rates

Click-through rates

Response rates and revenue


4

Creative Suite 3 Launch

The launch of Adobe Creative Suite 3 wasthe biggest launch in Adobe’s history.

We launched 27 new products, introduced 5 newsuites.

The suites provide all of Adobe’s leadingsoftware products in editions developed foreach of our largest customer segments:

Design/Print

Web Designers/Developers

Digital Video Professionals

Cross-media Professionals

The challenge: how to deliver relevantmessaging to disparate audiences in a singlecampaign…while still achieving solid ROI.


5

CS3 Creative Approach

Used email to drive customers to thewebsite

Single call to action increased click-through rates at campaign open

Subsequent touches provided CTAstailored to audience interest

Allowed customers to choose their areasof interest

Streamlined versioning requirements tominimize campaign costs

Design and Web Segments


7

Digital Imaging ProfessionalSegment


8



9



10


Education Segment


12

CS3 Targeting

Used propensity model to define Early,Mid and Late adopters

Versioned email call-to-action andlanding destination by adoption status

• Included consideration tools, such asproduct trials and events for mid- andlate-adopters

Focused direct mail spend on earlyadopters, resulting in an 8:1 ROI on directmail

Prioritized investment in world regions,based on the relative importance of directcontact from Adobe in the mix


13

CS3 Results

Results

Campaign ROI was 29,000% in NA and5,000% Worldwide

• This campaign 41% increase in order rate and72% increase in direct orders over the no-contact control

Customers proved that they know whatthey need – product selections mappedclosely to projected audience preferences

Testing of education messaging vs.general messaging showed a 20% lift inresponse


14

Key Techniques for Success

Tailor the use of media to audiencepreferences

Version for segments whose needshave a material impact on response

Leverage subject lines, imagery and copypoints to provide relevant information

Prioritize investment against segmentsfor whom the messaging is mostrelevant

Create user paths to deliver therelevant information and value for eachactionable segment


15

Visit http://www.adobe.com/engagement/ tolearn more about the future of customerengagement

Kimberly Talbot, Adobe

408-536-6909

[email protected]

Credits/Thank You

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