#DMA13

#DMA13

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”)

#DMA13

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

Gregory Samsonvice president of marketing

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

#DMA13

IT’S TIME!

#DMA13

#DMA13

Company: JibJab Media

Industry: Entertainment

Product: Starring You® eCards, satire and assorted

tomfoolery

Employees: 55

Snacks: Unlimited

Personal Years of Experience: 5

THE BUSINESS

#DMA13

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

#DMA13

So we built a

Personalized Image Engine

THE CAMPAIGN

#DMA13

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

#DMA13

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

A/B-Split1. 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

#DMA13

Casted version wins!

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

THE RESULTS

#DMA13

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

#DMA13

• 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?

#DMA13

TAKE YOUR SHOT!

#DMA13

#DMA13

THE BUSINESSCompany:CheapAir.com

Industry: Online Travel

Industry Size: $157 Billion

Product: Flights, Hotels, Rental Cars

Personal Years of Experience: 6 in Email Marketing10+ in Marketing, Product & Finance

#DMA13

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.

#DMA13

THE CAMPAIGNKey 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

#DMA13

WHAT’S NEXT?• Testing message

timing

• Additional landing pages

• Personalized letters from our in-house travel advisors

• Expansion of program to Hotels and Cars

#DMA13

TAKE YOUR SHOT!

#DMA13

#DMA13

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 Market:THE WHOLE WORLD

Personal Years of Experience: 7

THE BUSINESS

#DMA13

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

#DMA13

Messaging Flow Chart:THE CAMPAIGN

#DMA13

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

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

#DMA13

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

#DMA13

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

#DMA13

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

#DMA13

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!

#DMA13

AND THE WINNER IS…

#DMA13

Alessandra Souerssr. product marketing manager

Gregory Samsonvice president of marketing

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

#DMA13

#DMA13