Replay available. Watch it now

Size: px

Start display at page:

Download "Replay available. Watch it now"

Godwin Elliott
5 years ago
Views:

1 Replay available In this webinar replay, Daniel Burstein, Director of Editorial Content, MECLABS, and Tom Mender, Senior Database Marketing Manager, Whirlpool, discuss how one test triggered a testing transformation for Whirlpool. Watch it now Access our other webinars

2 Ask questions and tell us what you learned on Twitter! #SherpaWebinar

Email Marketing Why One Test Triggered a 180-Degree

3 Marketing Why One Test Triggered a 180-Degree Turn in How All Whirlpool Brands Direct Market to Consumers

4 Speakers Black & White Headshot Tom Mender Senior Manager, Database Marketing Daniel Burstein Director of Editorial Content

5 Ask questions and tell us what you learned on Twitter! #SherpaWebinar

6 Related resources Web Optimization Summit Marketing: Whirlpool lifts clickthrough rate 42%, creates testing culture B2C Marketing: Mobile accessories company boosts revenue-per- 152% via customer appreciation promotion Marketing: Dell lifts revenue 109% via GIF-centric campaign Marketing 2013: The top 10 MarketingSherpa articles for your New Year's marketing resolutions

7 Session speaker Black & White Thomas Mender Senior Manager, Database Marketing Whirlpool Thomas has more than 20 years of experience in development and implementation of data warehouses, turn-key applications and business intelligence solutions for a variety of industries. Currently, he heads the database marketing team at Whirlpool and manages multichannel direct marketing across multiple brands and business units. Mender is a graduate of Purdue University and is also an Oracle Data Warehouse Certified Professional.

8 About World s leading global home appliance manufacturer $19 billion annual sales in ,000 employees Total of 90 million s sent Rank #154 Fortune 500 company

9 Customer retention Attract Prospects 14 internal clients 5 brands Retain those consumers postpurchase Keep them engaged Keep their consideration Engage Prospects Convert New Customers Grow High-Value Customers Retain At-Risk Customers Win Back Former Customers

10 Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% Clickthrough Rate 1.50% 1.00% 0.50% Opt-Outs 0.00%

11 Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% Clickthrough Rate 1.50% 1.00% 0.50% Opt-Outs 0.00%

12 Before Testing: Clickthrough vs. opt-out rates 3.00% 2.50% 2.00% We faced Clickthrough a Rate challenge, so 1.50% 1.00% 0.50% Opt-Outs 0.00%

13 Summit 2013

14 Previous process Agency builds creative Marketing team approves Creatives are published

15 Testing: Calls-to-action Research Notes: Experiment ID: Summit Experiment Calls-to-Action Location: Whirlpool Testing Library Campaign Focus: Ice campaign Background: Applying what was learned about minimizing CTAs in sends at Summit Objective: To achieve a higher clickthrough rate. Primary Research Question: Will having a single CTA be more effective than multiple CTAs? Test Design: Single variable A/B split test

16 Testing: Calls-to-action Primary goal of the campaign is to promote one-time promotional ($400 off) Recipients: Total of 700,000 of current customers Hand-raisers Recent purchasers ( 5 years) Old purchasers (>5 years) Current Ice product owners Control

17 Control Top Bottom

18 Testing: Calls-to-action Control Treatment CTA CTA

19 Results: Testing calls-to-action 42% increase in clickthrough rate The treatment increased CTR for each of the segments below. Calls-to-action tested Handraisers Purchasers ( 5 years) Purchasers (> 5 years) Current Ice owners Avg. Control 1.23% 0.35% 0.40% 2.77% 1.19% Treatment 1.55% 0.54% 0.57% 4.34% 1.75% Relative Difference +26% +53% +43% +57% +42%

20 ! What the data tells us Even subtle changes can have a huge impact on customer behavior Presenting customers with a single objective increased engagement The results increased effectiveness across all segments

21 Previous process Agency builds creative Marketing team approves Creatives are published

22 Current process Data collection Building customer profile Test is launched Creating test ideas - collaborate Agency builds creatives Marketing team approves creatives 22

23 Whirlpool testing roadmap BACKGROUND Whirlpool brand wishes to use one-to-one marketing to drive sales of its Ice product line via a rebate offer located on a landing page.

24 Whirlpool testing roadmap GOALS Maximize open rate get consumers in the door Understand database segment performance (A) intenders, (B) owners of an Ice product, (C) owners of a newer product and (D) owners of an aging product Understand what triggers CTA engagement 1 2 3

25 Whirlpool testing roadmap

26 The inverted funnel Customers are not falling into your funnel, they are climbing up. Every micro-decision is a place to test. Every channel Every touch point in each channel

27 Subject line testing A B C D Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

28 Subject line testing A 13.30% Doing Laundry Just Got Loads Easier B 17.07% Perfect Laundry is Now Perfectly Simple C 17.93% Download This App: Lighten Your Laundry Load D 14.47% 3 Great Ways to Lighten Your Laundry Load

29 Creative B Creative A Subject line testing A B C Want to Make Doing Laundry Loads Easier? Introducing an App That Makes Laundry Fun. Seriously! Conquer Laundry: Enlist the WashSquad A B C D Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

30 Creative B Creative A Subject line testing A B lines got A Doing higher Laundry Just Got Loads open Easier rates Perfect Laundry is Now Perfectly Simple B C D Want to Make Doing Laundry Loads Easier? Introducing an App That Makes Laundry Fun. Seriously! Action-oriented C subject Conquer Laundry: Enlist the WashSquad Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

31 Value proposition testing Version A: Application theme Version B: Lifestyle theme FREE DOWNLOAD CTA drives users directly to Apple Store for download minimize number of clicks

32 Value proposition testing 15.3% Increase in clickthrough rate *Tuesday deployment generated 19.2% more unique opens than Wednesday

33 Value proposition testing A lifestyle theme got higher Increase in open rates clickthrough rate *Tuesday deployment generated 19.2% more unique opens than Wednesday

34 Value proposition testing Version A: Control Version B: Treatment TESTING USER- GENERATED CONTENT FROM RATINGS AND REVIEWS

35 Value proposition testing 151% increase in clickthrough rate in intenders CTR for intenders was significantly higher than other segments. Value prop testing CTR Relative difference Intenders 0.64% % Old refers 0.27% 26.05% All general 0.39% %! What You Need to Understand: Customer reviews added a significant increase for intentional buyers, but not across all segments.

36 Whirlpool testing impact 42% CTR 15.3% CTR 151% CTR 30% CTR 15% Open Rate

37 Before Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% Clickthrough Rate Opt-Outs 0.50% 0.00%

38 Before Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% Clickthrough Rate Opt-Outs 0.50% 0.00%

39 Before Testing: Clickthrough vs. opt-out rates 5.00% 4.50% 4.00% 3.50% Small 3.00% changes, BIG impact 2.50% Clickthrough Rate 2.00% 1.50% 1.00% Opt-Outs 0.50% 0.00%

40 Whirlpool s Testing Dashboard Whirlpool s Dashboard provides at-a-glance results Saves time and effort for more testing Gives credit where it s due

41 Top takeaways Even small changes can make a big difference It s not all about the numbers it s about the culture Let consumers make the decisions

42 Thank you Black & White Headshot Tom Mender Senior Manager, Database Marketing Daniel Burstein Director of Editorial Content

Why One Test Triggered a 180 Turn in How All Whirlpool Brands Direct Market to Consumers

Why One Test Triggered a 180 Turn in How All Whirlpool Brands Direct Market to Consumers Thomas Mender Sr. Manager, Database Marketing Whirlpool Benjamin Huppertz Sr. Research Manager MECLABS Session Speaker