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3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue
Matthew CaldwellSr. Creative DirectorYesmail Interactive
email: [email protected]: @matty_caldwell
Matthew CaldwellSr. Creative DirectorYesmail Interactive
email: [email protected]: @matty_caldwell
3 Creative Makeovers3 Creative Makeovers
1. THANK YOU : HP Shopping Activation
2. INTRIGUE: eBay Daily Deals
3. AMUSEMENT: Webroot Newsletter
1. THANK YOU : HP Shopping Activation
2. INTRIGUE: eBay Daily Deals
3. AMUSEMENT: Webroot Newsletter
Just thank themJust thank them
CASE STUDY: HP Shopping ActivationCASE STUDY: HP Shopping Activation
The Scenario:
•A percentage of list is inactive
•The current activation campaign needed a lift
•The current activation acknowledges they are not active “we miss you”
Recommendations:
• Activate them by saying thanks – be positive, not negative
• Make sure the message can be read without images• Create a bold, in-your-face layout• Provide a great offer
The Scenario:
•A percentage of list is inactive
•The current activation campaign needed a lift
•The current activation acknowledges they are not active “we miss you”
Recommendations:
• Activate them by saying thanks – be positive, not negative
• Make sure the message can be read without images• Create a bold, in-your-face layout• Provide a great offer
Most Activation Campaigns tend to be negative
Most Activation Campaigns tend to be negativeThey acknowledge that users don’t click or openThey acknowledge that users don’t click or open
Before: 3-email Reactivation CampaignBefore: 3-email Reactivation Campaign
Message #1:
Subject Line: Joe, are you still around?
Message #2:
Subject Line: Hello Joe, anyone home?
Message #3:
Subject Line: Should we stay or should we go?
Message Timing:
Message #1 deploys on Day 1
Message #2 deploys on Day 5
Message #3 deploys on Day 9
6
After subject line: Thank you Jill
Without images
With images
RESULTSRESULTS
• Side by side test of message to 2 test groups
• “Positive” layout increases click through significantly (metrics asked not to be shared)
• Positive message generates much higher revenue and achieves increased activation rates
WHAT WE LEARNEDWHAT WE LEARNED
• Say Thanks – whether they’re a customer or not
• Be Positive – don’t acknowledge they are inactive
• Readable with Images off - Be sure 100% of your layout can be read without images especially your button
• Most of all, bring that killer offer
• Say Thanks – whether they’re a customer or not
• Be Positive – don’t acknowledge they are inactive
• Readable with Images off - Be sure 100% of your layout can be read without images especially your button
• Most of all, bring that killer offer
Other “thanks” successesOther “thanks” successes
Ebay Seller Activation
•Active on website but not in email•Used website behavior to thank them•Hugely successful
Ebay Seller Activation
•Active on website but not in email•Used website behavior to thank them•Hugely successful
Other “thanks” successesOther “thanks” successesHP AcademyHP Academy
Other “thanks” successesOther “thanks” successes
HP Thanksgiving
49% increase over average CTR
HP Thanksgiving
49% increase over average CTR
THANK YOUR SUBSCRIBERS - TAKE AWAYS:THANK YOUR SUBSCRIBERS - TAKE AWAYS:
• Thanking customers can be a strong theme to get them to open and take action
• Big, bold image-free formatting
• Simple strong offers with strong end dates always works in direct marketing
• Skip the “we miss you” bit
• Thanking customers can be a strong theme to get them to open and take action
• Big, bold image-free formatting
• Simple strong offers with strong end dates always works in direct marketing
• Skip the “we miss you” bit
Just intrigue themJust intrigue them
CASE STUDY: eBay Mystery DealCASE STUDY: eBay Mystery Deal
The Scenario:
•Reveals a Mystery Deal several days per week•Good opens, but below average click-through
Recommendations:• Make it intriguing – don’t show what the deal is• Requires a click to see it• Email is the question, landing page is the
answer
The Scenario:
•Reveals a Mystery Deal several days per week•Good opens, but below average click-through
Recommendations:• Make it intriguing – don’t show what the deal is• Requires a click to see it• Email is the question, landing page is the
answer
eBay Mystery Deal - beforeeBay Mystery Deal - before
eBay Mystery Deal - AftereBay Mystery Deal - After
RESULTSRESULTS
•Opens remain steady
•Click through jumps significantly
•Average order size increases as more people are delivered to the site and begin shopping
•Unsubscribes remain unchanged
•Opens remain steady
•Click through jumps significantly
•Average order size increases as more people are delivered to the site and begin shopping
•Unsubscribes remain unchanged
WHAT DID WE LEARN?WHAT DID WE LEARN?
• Use intrigue if you must deliver site visits / clicks
• Ideal for product launch campaigns or website redesigns
• The email is the question, the landing page is the answer
• Use intrigue if you must deliver site visits / clicks
• Ideal for product launch campaigns or website redesigns
• The email is the question, the landing page is the answer
Other “intrigue” successesOther “intrigue” successes
Grainger Thank You
•Redesigned and removed all offers
•Simply said thanks & click to see your great offer
•HUGE Success. Over double the average revenue per message
Grainger Thank You
•Redesigned and removed all offers
•Simply said thanks & click to see your great offer
•HUGE Success. Over double the average revenue per message
Other “intrigue” successesOther “intrigue” successes
Nike Live Strong
•Animated Gif
•Rotated a few words & Nike swoosh
•Highest click through of any email Yesmail has ever sent
•Intrigue is great for any product or service launch campaign
Nike Live Strong
•Animated Gif
•Rotated a few words & Nike swoosh
•Highest click through of any email Yesmail has ever sent
•Intrigue is great for any product or service launch campaign
Other “intrigue” successesOther “intrigue” successes
Cingular March Madness
•Animated Gif
•Required a click to se how March Madness was coming to your neighborhood
•Twice the average click through
Cingular March Madness
•Animated Gif
•Required a click to se how March Madness was coming to your neighborhood
•Twice the average click through
Other “intrigue” successesOther “intrigue” successes
HP World Fastest Printer
•Like a stadium reveal, each tile “flipped”
•“worlds fastest printer” was revealed
•Highest click through for any message sent by HP’s Printer division
HP World Fastest Printer
•Like a stadium reveal, each tile “flipped”
•“worlds fastest printer” was revealed
•Highest click through for any message sent by HP’s Printer division
Other “intrigue” successesOther “intrigue” successes
MyCoke Website Launch
•Strong color combination
•Simple flashing arrow for CTA
•CTR = 29%
MyCoke Website Launch
•Strong color combination
•Simple flashing arrow for CTA
•CTR = 29%
INTRIGUE - TAKE AWAYSINTRIGUE - TAKE AWAYS
• Great for:• new product launch• Website redesigns• Awareness campaigns• Once and a while buzz
• “The email is the question, the landing page is the answer”
• Great for:• new product launch• Website redesigns• Awareness campaigns• Once and a while buzz
• “The email is the question, the landing page is the answer”
Just Amusement themJust Amusement them
CASE STUDY: Webroot Newsletter CASE STUDY: Webroot Newsletter
The Scenario:
•Maker of antivirus / antispyware software•Quarterly newsletter with very poor OPEN and CTR•Frankly the newsletter was boring
Recommendations:• Use editorial engagement content to amuse &
entertain • Increase frequency of newsletter to monthly from
quarterly• Humor was part of an overall rebranding effort
The Scenario:
•Maker of antivirus / antispyware software•Quarterly newsletter with very poor OPEN and CTR•Frankly the newsletter was boring
Recommendations:• Use editorial engagement content to amuse &
entertain • Increase frequency of newsletter to monthly from
quarterly• Humor was part of an overall rebranding effort
Newsletter BEFORENewsletter BEFORE
Cyber Security Awareness Month? zzzz
Cyber Security Awareness Month? zzzz
Newsletter AFTERNewsletter AFTER
• More entertaining• Editorial style features• “Did you know?” Facts• Bite-sized amusing
snippets• Funny / silly
• More entertaining• Editorial style features• “Did you know?” Facts• Bite-sized amusing
snippets• Funny / silly
RESULTS: Webroot Newsletter MakeoverRESULTS: Webroot Newsletter Makeover
• Opens jump and increase with each month• Average Open Rate before - 11.2%
• Average Opens Rate after – 19.6%
• Increasing every month so far
• November 19.96%
• October 19.58%
• September 17.12%
• August 14.87%
• Content is amusing and audience is interested
• Click through increases 6 fold
• Before average Click through is < 1%
• After average click through is 6.27%
• Opens jump and increase with each month• Average Open Rate before - 11.2%
• Average Opens Rate after – 19.6%
• Increasing every month so far
• November 19.96%
• October 19.58%
• September 17.12%
• August 14.87%
• Content is amusing and audience is interested
• Click through increases 6 fold
• Before average Click through is < 1%
• After average click through is 6.27%
WHAT DID WE LEARN?WHAT DID WE LEARN?
• Bite-sized editorial snippets can amuse your audience
• Add value to your newsletters besides your information
• An amused audience is an engaged audience and they will keep opening
• Editorial style content is time-consuming and costly to produce but can be worth it
• Bite-sized editorial snippets can amuse your audience
• Add value to your newsletters besides your information
• An amused audience is an engaged audience and they will keep opening
• Editorial style content is time-consuming and costly to produce but can be worth it
Other “amusement” successesOther “amusement” successes
MyCokeRewards
•End of each monthly newsletter contains a comic image
MyCokeRewards
•End of each monthly newsletter contains a comic image
Other “amusement” successesOther “amusement” successes
Calaway Golf quote
•Funny quote each month
Calaway Golf quote
•Funny quote each month
Other “amusement” successesOther “amusement” successes
Warner Bros TriviaWarner Bros Trivia
AMUSEMENT - TAKE AWAYSAMUSEMENT - TAKE AWAYS
• Bite-sized editorial style snippets are great for newsletters
• Train users to open -they know it’s there and “what will they do this time?”
• Humor can be refreshing and instill a human voice
• Bite-sized editorial style snippets are great for newsletters
• Train users to open -they know it’s there and “what will they do this time?”
• Humor can be refreshing and instill a human voice
Summary: Summary:
• Activation – Just say Thanks
• Increase Click Through – Make it intriguing
• Declining open rates – Make it amusing
• Activation – Just say Thanks
• Increase Click Through – Make it intriguing
• Declining open rates – Make it amusing
Thank YouThank You
See more ideas in Yesmail Creative Services Look Bookhttp://www.yesmail.com/Portals/0/pdf/yesmail_lookbook.pdf
Matthew CaldwellSr. Creative DirectorYesmail Interactive
email: [email protected]: @matty_caldwellphone: 503-419-0596
Matthew CaldwellSr. Creative DirectorYesmail Interactive
email: [email protected]: @matty_caldwellphone: 503-419-0596