Lightweight = Batch and Blast Middleweight = Mail Merge Heavyweight = Scary Good Email Marketers

Weight Classes:

HEAVYWEIGHT

THE RULES

THE RULES

45 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

THE FIGHTERS

LET’S BATTLE!

THE BUSINESS Company: Turner Classic Movies (TCM)

Industry: Cable Network

Industry Size: Available in over 85 million homes

Product: Over 50,000 unique SKUs of DVDs, licensed

merchandise, and other classic movie products

Employees: 200

Target Market: Males and females 25-54, slight female skew

Years of email experience: 3

THE CAMPAIGN Campaign Objective:

Series of emails to gain increased engagement and revenue lift through

more targeted, relevant and personalized campaigns

Campaign Strategy:

Leverage purchase history data to serve up titles consumers have a

higher propensity to purchase based on preferences

Key Metrics Tracked:

Click-throughs, Open Rate, Orders, Revenue

Definition of Success:

Improved revenue generation from previous Q1 & Q2 campaigns

THE CAMPAIGN

Email #1 in Series:

Dynamic Content Blocks

• Consumer segments based on Top 10

selling genres

• Different content block for each genre

• Six titles for each genre, based on top

sellers and new releases

• Control group established for consumers

purchasing from genres not in Top 10

THE CAMPAIGN

Email #2 in Series:

Personalized Recommendations

• Using an automated recommendation

engine, titles were personalized 1-to-1

• Titles already purchased by the

consumer and titles displayed in email

#1 were removed from the list

• Recommended titles were displayed

only if they had been purchased with

consumers’ preferred titles at least

three times

THE CAMPAIGN Email #3 in Series:

Dynamic Content +

Personalized Recommendations

• Combined personalized title

suggestions with preferred genre titles

• Titles already purchased and titles in

campaigns1&2 were removed

• Control Group for consumers with

unclear genre preferences

• Focused on delivering titles that were

in the top sellers during the two weeks

before email launch

THE RESULTS • Compared to other emails in the

targeted campaign, personalization

email produced:

• 40-50% more click-throughs

• 25-35% higher revenue

• 30-40% more orders

• Compared to previous Q1/Q2

campaigns, personalization email

produced 30-40% more orders on

average than other top campaigns

• Increased engagement

• Increased revenue/ROI

THE RESULTS • What’s Next:

• Continue to further define

consumer preferences

• Increase transactional emails

based on triggered events

(shopping cart abandonment,

birthdays, welcome, etc.)

• Dig deeper into data to define

other retention programs such

as loyalty and winback

• Continue to target and

personalize

TAKE YOUR SHOT

Company: StubHub, Inc.

Industry: Secondary Ticket Market

Industry Size: $4 Billion worldwide – Expanding as more countries

standardize event ticketing

Product: The world’s largest fan-to-fan ticket marketplace:

Provide fans a safe, convenient place to get tickets to the

games, concerts, and theater shows they want to see,

and an easy way to sell their tickets when they can’t go.

Employees: 650+

Target Market: Fans everywhere

Years of email experience: 11

THE BUSINESS

Campaign Objective:

Recap order details and set buyer expectations for the next milestone

to reduce inbound customer service contacts

Campaign Strategy:

Provide a streamlined look and feel that highlights key order attributes

and artifacts

Key Metrics Tracked:

Customer Service Contacts per order, Buyer NPS, Delivery Rate

[Coming soon: open rate, click-through rates, cross-sell]

Definition of Success:

Enhance user experience in a way that drives buyer expectations,

increases satisfaction and reduces number of contacts per order

THE CAMPAIGN

THE CAMPAIGN Description

• Update and inform buyers

who have a recently placed

order or whose order has

reached a key milestone

Goal

• Engage and inform users

throughout the lifecycle of

their order

Target Audience

• Buyers who have an order

that has not yet reached the

order completion milestone

Frequency

• On-demand [ongoing]

THE CAMPAIGN

Why it Works

• Sets clear expectations for delivery

timelines and next steps

• Leverages database triggers Real-time

dynamic content updates

Results

• Campaign launched August 31, 2011:

Not enough data

THE CAMPAIGN

What’s Next

• Onboard 70 additional transactional

emails into this format

• Consolidate existing marketing channel

into a single channel to leverage cross-

sell/recommendation campaigns

• Allow large-volume users to opt-out of

non-essential transactional email

campaigns [reduced noise]

• Multi-language support

TAKE YOUR SHOT

THE BUSINESS Company: Joss & Main

Industry: Online Home Furnishings Retail

Size: $380 Million

Product: Exclusive members-only access to the world's

most recognized designers and brands for the

home at up to 70% off retail.

Employees: 900

Years of email experience: 8

THE CAMPAIGN Campaign Objective:

Maximize member sign-ups with only one touch per customer

Campaign Strategy:

Iterative creative testing starting with least active customers to

maximize sign-ups from high-response customer group

Key Metrics Tracked:

Open rate, click-to-open, enroll-to-click

Definition of Success:

Total new members

THE CAMPAIGN Description

• Daily iterative creative testing from

top of the subject through sign-up

• Closely managed – daily recaps to

analyze results and plot next day’s

creative

• Subject line testing on 4th most

responsive group

• Creative testing on 3rd most

responsive group

• Landing page testing on 2nd most

responsive group

• Optimized invitation for top

customers

THE CAMPAIGN Goal

Ensure optimal invitation for top customers

Target Audience

Previous Wayfair customers

Frequency

One mailing per day for 5 days

Why it Works

• Each day’s learnings improve the next

day’s response rate

• Staged testing ensures better experience

for better customer groups

• All learnings from testing are applied to

daily new customer invitations

THE RESULTS

Results

• Open Rate Up 15%

• Click-to-Open Up 55%

• Signup-to-Click Up 90%

• Total Improvement: 240%

What’s Next

• Continued subject line testing

• Test timing for triggered

invitation for new Wayfair

customers

TAKE YOUR SHOT

THE BUSINESS Company: HauteLook

Industry: Online Retail Flash Sales

Size: 6 million members

Product: The future of retail: Limited time sale events of

great brands in women’s and men’s apparel &

accessories, beauty, kids, home and travel, all

at 50-75% off. Purchased by Nordstrom in

March, 2011

Employees: 250 in Los Angeles, NYC & Chicago

Target Market: “Jessica” is young, affluent, cosmopolitan and

owns a dog named Bailey. She’s stylish and

loves a great deal and thinks a great pair of

jeans will take her anywhere she wants to go.

Years of email experience: I’ve lost count

Campaign Objective:

Drive member engagement and purchase conversion.

Campaign Strategy:

Targeted email that notifies members that their favorite brand is back, two hours before event launches.

Key Metrics Tracked:

Open Rates, Click-through rates, Purchase Conversion, Revenue/Email Delivered.

Definition of Success:

Lift in engagement and purchase conversion metrics.

Campaign Overview: Brand Affinity Emails

THE CAMPAIGN

Description

Triggered email alerting members when their

favorite brands are back on HauteLook.

Goal

Drive purchase/repeat purchase and engagement.

Target Audience

Members who have purchased or carted an item

from targeted brand.

Frequency

Daily

Why it works

• One-to-one marketing. It doesn’t get much more

relevant than this!

• Access to your favorite brand at 50-75% off –

it’s a no brainer.

THE CAMPAIGN

Results

Compared to category-level

targeted emails, brand affinity

emails drive:

• 52% more opens

• 32% more clicks

• 2x more purchases/click

• 3.5X higher revenue/email

delivered

What’s Next

Scale and automate this

campaign!

Opens Clicks Click to Purchase Rev/EmailDelivered

52% 32%

216%

343%

Brand vs Category Level Targeting

THE RESULTS

TAKE YOUR SHOT

TIME TO VOTE