1. EEC Pre-Conference Workshop: Email
Marketers Toolkit For Success
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PART
February 2012

2. Abandon Cart
• Old technique was to wait 3+
days to communicate
• 7 out of 10 online shopping
carts are abandoned before
a purchase is made
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ClickBetween 15% - 50% of style
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Click carts can be
recovered if they are
contacted immediately
• Emails are relationship
based and avoid “big
brother” mentality

3. Case Study: FootSmart
Challenge
Upwards of 75% of
people who put an item in
a shopping cart leave the
site without buying
Solution
Click to edit emailsabandoned to
Combined
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with testing
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find the best performing
email
Results
Abandoned cart
conversion increased to
2.5%

4. Design Differentiation
• Break the email
template frame (on
occasion)
• Tall
• Horizontal Scroll
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• Consider Click to edit Master subtitle style
“breaking the
frame” during drive
periods that
provide supporting
visuals

5. Testing
Marketing
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decisions should
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be based in
heavy user
testing

6. NEW
Test Methodologies
A/B or Univariate Multivariate
Test one variable at a Test as many variables
time (subject line, offer Click to edit Master title style
as you like in
copy, image) combinationMaster subtitle style
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Easier to implement, Can be hard to
but longer to get to a implement (ESP
winner permitting), but gets to
the answer quicker

7. Testing Notes
• Sample size
• Need a minimum size to guarantee meaningful results
• True significance requires a bit of math, but test cells of
10,000 are generally “close enough”
• Test curriculum Click to edit Master title style
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• Plan out tests 3-6 months ahead of time
• Schedule most impactful tests first
• Test like against like
• Make sure all versions can be differentiated from each other

8. Testing Approaches
Old Faithfuls Insight-based
Elements tested since
direct mail days Based on understanding
• Copy length of the customer or the
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• Images purchase process subtitle style
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• Offer Not as certain as Old
Will nearly always Faithfuls, but can deliver
deliver incremental step-change results
results

9. Insight-Based Example
Challenge
Fashion accessories retailer A used email to build brand perception
as fashion-forward, although in upwards of half of customers were
more function-driven
Solution Click to edit Master title style
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Identify function-driven customers based on purchase history and
treat with function-driven copy
Results
Function-driven customers treated with function-driven copy had a
40% higher CTO than those treated with fashion-oriented copy

10. Animation
Must be appropriate
use and add to the Click to edit Master title style
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creative, not distract

11. Video in Email
• Longer retention of the
message beyond
static email
• Higher engagement Click to edit Master title style
• Click thru Click to edit Master subtitle style
• Increase in the viral
nature of the email
• Don’t overuse
2

12. Social Media
“Email is the gateway Click to edit Master title style
to social interaction!"
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13. Why use social media
Main Reason for Implementing a Social Media Strategy
According to US Marketing Professionals
April 2010 (% of respondents)
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Source: R2integrated (R2) provided to eMarketer, April 14, 2010.

14. Going Viral
• The average Facebook user has 190
friends*
• If you send to 100,000 people and get 0.5% of
them to share…
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• …Then you just about doubled your potential
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reach. For free.
*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

15. Social is not just Facebook
and Twitter
• Wikipedia lists 190
major social media
websites
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• Social media can be Click to edit Master subtitle style
defined as anywhere
your brand or
product is being
discussed

16. Grow your list
• Why do you have
followers and friends
that are not on your
email list?
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• Give them a reason to Click to edit Master subtitle style
sign up.
*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

17. Use Email to Add Fans
• All email should
have a Like, Share
and/or Follow
option
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• Some emails Click to edit Master subtitle style
should be designed
for nothing more
*Source: Anatomy of Facebook (http://www.facebook.com/note.php?note_id=10150388519243859)

18. Facebook/NBA
Left rail, and at times, profile
picture, has been used to promote
large tent pole initiatives and at
times sold to partners as “ad
space”
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The NBA had 225K Facebook fans at the start of 2007 after their page was
live for over 1 year with minimal
strategy and content publishing. 1.5MM new fans were added by the end of
that year after a commitment to
leverage unique content and move away from strategy to only use the
platform to promote NBA.com and TV
tune-in.

19. Twitter/UFC Keys to Success
• Putting their stars to work 450K Followers added
• Fighters were already active and
engaging in the space
• Celebrity CEO @danawhite speaks both
for the brand, and in his own unique
voice. – 1.9MM Followers
Click
• Taking advantage of Twitter’s capabilities to edit Master title style
• Large portion of content was behind-the- Click to edit Master subtitle style
scenes and unique
• Engages with Followers (Twitter
101….but some brands still don’t get
that)
• Supports brand initiatives in Twitter with
appropriate weights and frequencies of
tweets

20. Foursquare/Gowalla/Yelp!
• Who checked in this
morning?
• Who has special perks Click to edit Master title style
for
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the mayor?
• Who has a policy for
employees not being the
mayor?

21. • Castrol motor oil teamed with the host
Case: Castrol
venue of the NHRA’s championship race
to engage fans on-site to check and
reward them instantly for sharing their
check ins
• Signage was posted in high visibility areas
alerting fans that checking in would earn
them a gift bag and that sharing that
check, via their personal social platforms,
would enter them instantly for a chance at
a live meet and greet the next morning
with NHRA legend John Force Click to edit Master title style
• Total People to Total Check Ins performed Click to edit Master subtitle style
at an almost 2:1 ratio for the weekend
• Promotion checked all the correct boxes
• Incentive provided to check in
• Incentive provided to share
• Appropriate support given to drive
awareness

22. Email Driving Social
Engagement
• Almost a 40% open-rate
• +10,000 Facebook shares
• 2,000 re-tweets
• “Double Down” quickly rose to edit Master title style
Click
to #2 on Google’s Hot Click to edit Master subtitle style
Search list and #3 on
Yahoo’s Buzz Index
• Several late-night talk
shows mentioned the
sandwich
Subject line: “The KFC Double Down, it is real, no
fooling”

23. Mobile Use
• Mobile adoption continues to
sky-rocket
Phase 1: Mobile Apps Click to edit Master title style
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Phase 2: Mobile Rendering
Phase 2: Mobile targeting

24. Segmentation
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25. • Email recipients do not all
respond alike
• Use segments to
• Understand how different
elements of your email Click to edit Master title style
database respond Click to edit Master subtitle style
• More importantly, to provide
your audiences with
appropriate content and offers
• Plenty of ways to skin this
cat

26. Segmentation on Many
Levels
• Recency – Behavioral
R.F.M
• When did the consumer perform an action Click to edit Master title style
• Opens, Clicks, Visits, Join Click to edit Master subtitle style
• Frequency
• How often did they perform it
• Activity in the last X weeks, months, years
• Monetization
• How much did they spend and where
• Revenue, revenue per stay

27. Other Approaches
• Behavioral
• How members use your site or physical locations
• How what links they click in your email
• Attitudinal Click to edit Master title style
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• Based on insights gleaned from branding or advertising
research
• Requires being able to turn attitudes into trackable
characteristics
• Test your way into the right approach!

28. Know Your Limits
• Segmentation depends on the ability of marketing systems to manage
segments, i.e.
• Email segmentation only
• Marketing dB does not integrate with email dB
• Best approaches: RF, link tracking
• Flat file from marketing dB Click to edit Master title style
• Marketing dB can send segments one-way to email to edit Master subtitle style
Click dB
• Best approach: test email tactics at the marketing segment level
• Two-way segmentation (aka Nirvana)
• Marketing dB and email dB can share info (or are the same dB)
• Combine RF and marketing segments

29. Questions?
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