Relevancy Case Studies: Sending That Inspires Action

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1 Relevancy Case Studies: Sending That Inspires Action Annette Promes, Director, Marketing Expedia Monday, February 25, 2008

2 Expedia Customer Marketing Responsibilities: Strategy and Operations for all marketing at Expedia.com 2 nd largest tracked marketing channel Driving millions of sales a year 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 2

3 Expedia s Rewards Program: ThankYou Rewards Network Customers signed up for ThankYou earn points on qualified Expedia travel purchases Points can be redeemed for future travel on Expedia or for other rewards through the ThankYou website ( Can you increase ThankYou member response in by improving relevancy of offer? Communicate with customers post-purchase but pre-travel Use ThankYou points to drive more profitable purchase behavior Target standalone air drive hotel attach 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 3

4 Expedia s Rewards Program: ThankYou Rewards Network Which offers best engage the ThankYou base and drive the most transactions? Test 1: Add hotel and earn 1 point/dollar for value of entire bundle (air + hotel) Test 2: Add hotel and earn $20-off or $40- off coupon Control: Add hotel and save messaging 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 4

5 Test 1: ThankYou Points Offer 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 5

6 Test 2: $20/$40 Off Coupon 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 6

7 Control: Add Hotel & Save 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 7

8 Results Show Offer Relevant to Base Drives ROI ThankYou Points 82% lift in clicks 347% lift in transactions 61% higher opt-out rate Coupons 24% lift in clicks 106% lift in transactions 18% higher opt-out rate Going forward, emphasize ThankYou Points value vs. margin diminishing coupons Higher interaction also = more mails, more opt-outs Screen out customers in certain purchase windows that overlap with high-touch timeframe 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. 8

9 Credits/Thank You Thank you to: Carey Dietz, Marketing Rosie Campbell, ThankYou Team Cheryl Trew, Analytics Annette Promes, Expedia MarketingSherpa Inc. This presentation is not for distribution. Thank you. 9

Relevancy Case Studies: Sending Email That Inspires Action Sarah Ellen Nelson,

10 Relevancy Case Studies: Sending That Inspires Action Sarah Ellen Nelson, Senior Strategist 500lb Marketing Solutions & Gold Toe Moretz Monday, February 25, 2008

11 Overview Gold Toe Moretz launches a new brand of socks for kids Auro Socks Target Market = Busy Moms Use interactive marketing to build team of brand evangelists Use marketing to drive consumers to take action 2

12 Business Challenge Sell kids socks! Find busy moms online Teach the Auro concept Identify brand evangelists Direct interest toward retailers 3

13 Business Objectives Sample 5,000 packs of socks Build a well-qualified consumer database Identify brand evangelists Enable consumer research 4

14 Implementation Web Site: Overhauled Sampling/Trial Free socks to 5,000 site visitors Sweepstakes Enter to win a $1000 Back-to-School shopping spree from Target 5

15 Implementation Bonus Entries Up to 100 sweepstakes entries possible per person through use of Tell a Friend feature Survey Participation in demographic survey was rewarded with 10% off coupon Loyalty Contest Brand loyalists given key code to nominate youth group for sock makeover 6

16 Implementation Newsletter Enews highlighted new offers and elements to program Coupon Giveaway After sweepstakes, $2 off coupon used to attract qualified leads Online Advertising Program Banner ads on Parenting.com and in Parenting.com enewsletters 7

17 Initial 8

18 Web Site Home Page 9

19 Join Now Page 10

20 Results 23,280 members 8,000 packs of socks distributed for trial, exceeding the goal by 60% 1,606 members referred friends 4,611 of referred friends joined 22,833 unique sweepstakes entries/ 45,779 total with referral bonuses 159 Sock Makeover Contest entries 14.3% open rate on newsletter 2.2% unsubscribed 527 coupons downloaded Approx. 138 visitors/day from ads 28 members attributed to advertising 1,882 surveys completed 11

21 Results Consumer Data Confirmed: Female years old 2.27 children Wear athletic socks 92% rate product highly 12

22 Takeaways Messaging customers using multiple media works Consumers love free stuff Having a unique offer in each message keeps consumers interested Encouraging participation from consumers builds brand loyalists 13

23 Credit /Thank You Sarah Ellen Nelson Senior Strategist, 500lb Marketing Solutions ext

24 Relevancy Case Studies: Sending that Inspires Action Uwe Michael Sinn, Managing Director rabbit emarketing Monday, February 25, 2008

Wer liefert was? : The Company "Wer liefert was? : Who supplies what? Wer liefert was? is the leading supplier search engine for the business-to-business sector in German-speaking countries.

25 Wer liefert was? : The Company "Wer liefert was? : Who supplies what? Wer liefert was? is the leading supplier search engine for the business-to-business sector in German-speaking countries. Customers have relied on Wer liefert was? for over 75 years starting with books, later, CD-Roms, since 1995 online. More than 1.5 Million Decision Makers are searching for the right supplier, dealer or service every month. Over 22 Million Visits in 2007: Wer liefert was? is by far the most busy German-speaking website für B2B-supply. 2

26 Wer liefert was? : The Business Model The Basis entry is free and is edited by Wer liefert was? -staff. There are around 380,000 suppliers listed around 95% of the relevant business in the German speaking countries. Money is earned only by paid premium entries. There are 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 prolongated automatically 3

27 Starting Position and Goals Starting Position: Wer liefert was? started using to communicate with customers systematically in We fast found out that one size fits all s did not work. Goals of the Loyalty Campaign: Reduce cancellation rates Improve renewal rates Increase customer satisfaction Strengthen customer relationships through continuous engagement Provide an additional tool for measuring success Allow automated account management workflows 4

28 In detail The loyalty campaign consists of a set of four different kind of Welcome Greeting new customer Information about upcoming s Introducing the personal customer representative Customer Service s Example: A customer did not take advantage of all benefits of his package Monthly statistics Detailed statistics about how the entry performs Personal advice on how to optimize the entry Renewal mail A two-part trigger is initiated 3 months before a listing is due for renewal This is where Wer liefert was? earns the money ;-) Beside that: Monthly newsletter with information relevant for business 5

29 Highly Complex Campaign Planning Slightly different campaigns for: New customers Customers which signed less than 24 months ago Long time customers Cross-media Campaign that includes: as major way of communication Outbound calls Even personal visits Major challenges: Very small list size per dispatch (a few hundred a few thousand s) Very high number of parameters, both an organizational and technical problem Scheduling: Not only best time to send but also capacity in the call center Testing: Design Tests in Usability Lab proved that a conservative, quiet design works best for the audience Different parts of the campaign are tested thoroughly from time to time 6

30 Just to give you an idea... 7

Campaign Example: Welcome Message Welcome Message sent in the name of the sales rep Full contact details and photo of the customer's personal sales rep Contains link to the paid

31 Campaign Example: Welcome Message Welcome Message sent in the name of the sales rep Full contact details and photo of the customer's personal sales rep Contains link to the paid listing Listing checklist ( Are you appearing in all the available categories? ) Advanced notice of the delivery of monthly statistics Goal: Not only friendly but helpful and RELEVANT 8

Campaign Example: Service Email Trigger-Mail Calls the customers attention to features he does not use Enables the customer to take full advantage of the package he booked Yes,

32 Campaign Example: Service Trigger-Mail Calls the customers attention to features he does not use Enables the customer to take full advantage of the package he booked Yes, the personal sales rep is NOT included here (we tested it but the sales reps have been flooded by calls with technical issues then) Goal of the mail: Feeling They care for me 9

33 Campaign Example: Statistics Mail 10

34 Campaign Example: Statistics Mail 11

35 Campaign Example. Renewal Mail Here comes the money ;-) 2-part trigger-mail about 3 months before subscription ends Different response types: Callback button 1-click order Let a sales representative visit me (only when booking an expensive package the first time) Testimonial from a business sharing the same size category and industry sector as the recipient 12

36 Results Open rates are around 70% On average, each is opened over four times! CTR is about 20% (meaning around a third of those who open also click-through) Every click to order is worth more than US $1,000 Over 10% of recipients renew their listing within a few hours of receiving the Many others get in touch with WLW using one of the communication alternatives listed in the (for example, they place a call to their rep) 13

37 Lessons Learned 1 A high degree of relevancy clearly drives results 2 The high repsonse rates of the Renewal-Mails would not have been possible without the preliminaries. 3 The 100% relevant content is much more important than a fancy layout. 4 alone is not enough. The combination of online and offline activity (in-field sales staff, telemarketing) makes the difference. 5 Bad results: Gaining new customers via did not work at all but keeping a customer happy worked perfect. 14

38 Credits/Thank You Uwe-Michael Sinn, rabbit emarketing Sinn von Graeve GmbH Kaiserstr Frankfurt

39 Results Contakt: rabbit emarketing Sinn von Graeve GmbH Kaiserstr Frankfurt

40 Relevancy Case Studies: Sending that Inspires Action Kimberley Talbot, Senior Group Manager, WW Relationship Marketing Adobe Monday, February 25, 2008

41 Headquartered in San Jose, CA Over $2.5 billion in revenue in 2006 Founded in 1982; now one of the world's largest software companies Product portfolio includes Photoshop, Creative Suite 3, Acrobat, Flash, and LiveCycle Adobe Reader and Flash Player combined are installed on more than 700 million connected PCs and devices worldwide

42 Relevance Drives Campaign Performance Relevance drives campaign performance at every level, affecting: Deliverability Spam complaints Unsubscribes Open rates Click-through rates Response rates and revenue 3

43 Creative Suite 3 Launch The launch of Adobe Creative Suite 3 was the biggest launch in Adobe s history. We launched 27 new products, introduced 5 new suites. The suites provide all of Adobe s leading software products in editions developed for each of our largest customer segments: Design/Print Web Designers/Developers Digital Video Professionals Cross-media Professionals The challenge: how to deliver relevant messaging to disparate audiences in a single campaign while still achieving solid ROI. 4

44 CS3 Creative Approach Used to drive customers to the website Single call to action increased clickthrough rates at campaign open Subsequent touches provided CTAs tailored to audience interest Allowed customers to choose their areas of interest Streamlined versioning requirements to minimize campaign costs 5

45 Design and Web Segments

46 Digital Imaging Professional Segment 7

47 Digital Imaging Professional Segment 8

48 Digital Imaging Professional Segment 9

49 Digital Imaging Professional Segment 10

50 Education Segment

51 CS3 Targeting Used propensity model to define Early, Mid and Late adopters Versioned call-to-action and landing destination by adoption status Included consideration tools, such as product trials and events for mid- and late-adopters Focused direct mail spend on early adopters, resulting in an 8:1 ROI on direct mail Prioritized investment in world regions, based on the relative importance of direct contact from Adobe in the mix 12

52 CS3 Results Results Campaign ROI was 29,000% in NA and 5,000% Worldwide This campaign 41% increase in order rate and 72% increase in direct orders over the nocontact control Customers proved that they know what they need product selections mapped closely to projected audience preferences Testing of education messaging vs. general messaging showed a 20% lift in response 13

53 Key Techniques for Success Tailor the use of media to audience preferences Version for segments whose needs have a material impact on response Leverage subject lines, imagery and copy points to provide relevant information Prioritize investment against segments for whom the messaging is most relevant Create user paths to deliver the relevant information and value for each actionable segment 14

54 Credits/Thank You Visit to learn more about the future of customer engagement Kimberly Talbot, Adobe

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