2. 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
three rounds, plus Q&A
• The bout will run 45 Minutes
(or until somebody says uncle)
dma12.org
3. THIS FIGHT
• This is a Heavyweight Bout
• Unless there is a TKO, the winner
will be determined by you
• Be disruptive…er, uh interactive
FOULS
• Boring the Audience
• Physical Abuse
Verbal abuse is highly encouraged
• No questions from the audience
dma12.org
4. Unique Approach:
Quality vs Quantity
Judo Move:
WILL AUSTIN Data Wizardry
database marketing director
Unique Approach:
Relevance…really
Judo Move:
CALLIE WILSON The Multi-Plex
director of email marketing
Unique Approach:
All about behavior
Judo Move:
KEVIN HICKEY Dynamic Drop
global manager, email/sms marketing
dma12.org
6. THE BUSINESS
Company:
Scripps Networks Interactive
Industry & Size:
Broadcast/Cable Media, Internet/Digital Syndication
$449B in 2012 (proj.)
Product:
Lifestyle Media Content
Target Market:
Lifestyle Media (the Cooking Channel, DIY Network,
Food.com, the Food Network, FrontDoor.com, GAC, HGTV,
HGTVRemodels, and the Travel Channel).
Years of email experience:
5 in email marketing (10+ in digital marketing/analytics)
@will_austin
dma12.org
7. THE CAMPAIGN
Campaign Objective:
Sell email marketing as a premium
CPM, not as an add-on.
Campaign Strategy:
Highly define core audience using DMP
and list hygiene.
Key Metrics Tracked: I want your brains - and your ROI...
Opens and additional pages consumed.
Definition of Success:
Subscriber opens reminder
mailing, subscriber votes, subscriber
consumes addition virtual inventory.
dma12.org @will_austin
8. THE CAMPAIGN
Description
Tentpole Sweepstakes Reminder Service.
Goal
To remind subscribers to return to our sites
twice per day to cast votes for our contests and
to consume advertiser inventory and/or special
promotion content.
Target Audience
Anyone who wants to be reminded of our
tentpole sweepstakes (HGTV Dream
Home, Green Home, Urban Oasis).
Why it works
Because subscribers are heavily incentivized to
subscribe, open, and follow through on
conversion simply through the nature of the
contest and prizes.
dma12.org @will_austin
9. THE RESULTS
Clicks/Opens:
Since Q1 - the tentpole reminder
sweepstakes reminder service has 73% Open Rate
flaunted a 73% open rate and
generated an additional 173M page
views.
List Growth:
The reminder lists have grown over
480% in 9 months (ranging from 250K
to 1M depending on the
sweepstakes).
Engagement:
In the 1st quarter alone, Scripps
Email Marketing had already
amassed 55% of the total page views
generated in all of 2011 and 36% of
the video views.
dma12.org @will_austin
10. WHAT’S NEXT?
Co-branded templates and first
party data.
Together with Adobe Audience
Manager, Scripps has identified
and grouped our email audience
into premium CPM segments.
Reminder services are soon
being sold as a co-branded
postcard messages.
dma12.org @will_austin
12. THE BUSINESS
Passionate Team, Food & Cooking Culture
Company:
Cooking.com
Industry & Size:
Internet & Mail-Order Retail, 8.2B in 2012
Product:
Provide turnkey e-commerce solution to leading
brands in food and cooking space
Target Market:
Online Food and Cooking Space – Top Chefs,
Media Companies and Consumer Product
Brands
Years of Email Experience: 6
dma12.org
13. THE CAMPAIGN
Description:
Transactional Messaging and Lifecycle Marketing
Goal:
Increase member LTV by providing more opportunities to convert with more
relevant, behavioral targeted content
Target Audience:
Members (buyers or non buyers) who purchase, place items in cart or browse
an item.
Why it works:
Because it allows for instantaneous mailings of trigger emails (i.e. New Member
Welcome, Abandoned Cart, Loyalty Program, etc.) and automation of timely
event-triggered messaging (Welcome series, Abandon program, and
Transactional series).
dma12.org
14. THE CAMPAIGN
New Member Acquisition Funnel Sales ($) Conversion Funnel Member Database
dma12.org
15. THE CAMPAIGN
Key Metrics:
Retention (first time members vs. existing
members), Open Rate, CTR, Conversion, and
AOV
Definition of Success:
Increase membership retention, higher open
rate, higher conversion rate, and increase
revenue
dma12.org
16. THE RESULTS
• Opens: 38% increase in open rate
• Clicks: 59% higher clicks
• List Growth: On-Boarding Campaign has
increased new member acquisition by 70%
• Engagement: 29% decrease in disengagement
dma12.org
17. WHAT’S NEXT?
• More targeted and relevant communication
• Utilize historical customer behavior to roll out
new LCM Campaigns (We Miss You, New
Product Alerts, and Purchase Follow Up)
• Progressively profile & gather new user data
to optimize On-Boarding, Abandon and
Transactional Series.
dma12.org
19. Company:
THE BUSINESS
InterContinental Hotels Group (IHG)
Industry:
Hospitality
Industry Size:
Over 4,500 hotels in nearly 100 countries
Product:
Nine hotel brands – InterContinental, Crowne Plaza, Hotel
Indigo, Holiday Inn, Holiday Inn Express, Staybridge
Suites, Candlewood Suites, EVEN Hotels & HUALUXE Hotels and
Resorts
Target Market:
Guests ranging from staying in luxurious upscale hotels in the world's
major cities and resorts to reliable family-oriented hotels that offer
great service and value
Years of email experience: 7
dma12.org
20. THE CAMPAIGN
Campaign Objective:
Promotional Venetian & Palazzo flash sale campaign to drive
awareness, Reward Night stays and paid nights
Campaign Target:
Leverage explicit/implicit profile, behavioral & click data, such as active
PCR/AMB mbrs with adequate point balances
Key Metrics Tracked:
Impressions, engagement, revenue (total, conversion, efficiency) and
disengagement
Definition of Success:
V|P awareness, loyalty retention & revenue
dma12.org
21. THE CAMPAIGN
Announcement Wave √
• Subject line: 24 Hours Only.
Enjoy 50% off Reward Nights In
Las Vegas.
• Interactive countdown clock to
drive greater sense of urgency
• Distinct templates versioned for
membership levels
• Dynamic cross-sell within
secondary messages
• Treat / control groups used to
measure incrementality
dma12.org
22. THE RESULTS
Compared to our channel
22.6%
benchmarks:
5.6%
• 47.8% higher impressions
• 20.8% higher clicks
• highest revenue producing 54.7%
campaign for V|P since start of
partnership
• 2.5% higher conversion rate &
revenue per email
3.7%
• 77.9% decrease in
disengagement
dma12.org
23. THE RESULTS
Additional media
coverage picked up by
consumers, social
sites, USA TODAY and
other PR outlets
dma12.org
24. WHAT’S NEXT?
• Expansion of flash sales to new
resort locations, international
markets and other brands
(eg, ICAR & Holiday Inn
Resorts)
• Testing impact of new tactics
like real-time message content
and Subject Line icons
• Continued refinement of
dynamic targeting &
personalization
dma12.org
