eis fri sponsored lunch acxiom

EMAIL INSIDER SUMMIT SPONSOR LUNCHEON SESSION

WHAT’S NEW IN EMAIL MARKETING

April 27, 2012 Karen Riley, Account Director

SYMBOLS IN SUBJECT LINES

SPICY SUBJECT LINES ♥ ♪ ♠☺

Sephora “A li-le ♥ for you” Email

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CAMPAIGN RESULTS

Subject Line Open Rate Δ

Campaign 1 – Subject Line With ♥ Symbol 0%

10%

11%

Campaign 2 – Subject Line With @ Symbol

Campaign 3 – Subject Line With ♥ Symbol

Click Rate Δ Inbox

Placement Δ Bulk Placement

Δ

-‐39%

78%

17%

0%

-‐1%

0%

-‐46%

-‐1%

9%

CREATIVE PALETTE

Hearts Are Only The Beginning

IMPLEMENTATION CONSIDERATIONS

> Perform extensive plaWorm tesXng, or risk showing a “?” or box

> Test small, simple icons

> Monitor inbox placement and bulk folder placement closely

> Be prepared to re-‐launch • Do not send extremely Xme sensiXve content because of risk of blocking

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DESIGN FOR ANDROID DEVICES

OPTIMIZED FOR ANDROID

Maybelline / Garnier Email

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CAMPAIGN RESULTS

> During criXcal sales period, online retailer tested • Mobile vs. PC creaXve • Past 60 day mobile openers vs. PC openers

> Mobile creaXve delivered 283% lib in order rate over PC creaXve to mobile openers

> Overall order rate (conversion/clicks) was highest for mobile openers receiving mobile creaXve

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OPENERS BY DEVICE FOR HIGH VOLUME MAILER – APRIL 2011

PC 63%

iPhone 19%

Android 8%

iPad 8%

Other 2%


> Android does not autoscale > Design for touch screen > Reduce content, text, images

• Use one column no more than 320 px wide

> Increase font sizes to 12-‐14pt > Click through to mobile opXmized landing pages

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VIDEO IN EMAIL

HOTMAIL ACTIVE VIEWS VIDEO IN EMAIL GameStop Weekly Ad With New Game Preview Email

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Source: The Retail Email Blog

HTML 5 VIDEO GIF IN EMAIL

Fingerhut Web Exclusive Product Site Demo Email

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Source: Priority Results Blog

SUPPORT FOR VIDEO

> Selected email clients support full video w/audio in email (35% -‐ 65% of list): • iPhone, iPad, iPod Touch, when email opened in naXve mail client • Android tablets running Honeycomb (3.x.x), when email opened in naXve mail client

• Hotmail, when viewed in an HTML5 compliant desktop web browser (IE9+, Firefox 3.5+, Chrome, Safari 3.1+, Safari 3+)

• Hotmail, when viewed in web browser on all iOS and all Android releases • Apple Mail 4 • Outlook for Mac 2011 • Thunderbird

Source: Only Influencers Blog


> Two opXons: • HTML 5 video tag • Link to video file streamed on server/Akamai

> Most popular format is Mp4, but consider mulXple formats

> Videos work best on iOS devices, especially iPhone > Keep video short > Test extensively > Resist the temptaXon of autoplay

> Create enXcing “fallback content” screen shot

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PREFERENCE CENTERS

DRAG-AND-DROP DESIGN

MSN MulQ-‐Newsle-er Signup Page

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COMPLEX, INTEGRATED DATA FLOW

Sample Preference Center Diagram

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CAMPAIGN RESULTS

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Sales

7%

# Shoppers

9% Items In Basket

4%

Basket Size

1%

Visits

6%


> Include: • Profile informaXon • Channel contact preferences • SubscripXon management

> Long implementaXon Xmelines because of unexpected complexity, data integraXon and poliXcal/ownership issues

> Consider dynamic visual design • Vary based on entry point (email, site ad, etc.) or user segment

> Plan for administraXve funcXonality • Edit data collected • Respond to customer inquiries

> Feature real-‐Xme recogniXon • Sync to database instantly

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ANIMATED GIFS

ANIMATED GIF AS PRODUCT DEMO

Saks iPad App Launch Email

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Source: The Retail Email Blog View In PresentaXon Mode

HIGH IMPACT ANIMATED GIF

Browns London eNews Email

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Source: The Retail Email And Priority Results Blogs View In PresentaXon Mode

PERSONALIZED ANIMATED GIF

Helzberg Diamonds Personalized Jewelry CollecQon Email

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Source: KevinJosephSmith.com Blog View In PresentaXon Mode


> Outlook 2007 and 2010 do not support animaXon

> As fallback content, first frame should stand alone

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INTEGRATING PINTEREST IN EMAIL

Babies R Us “Pin It” Link In Email

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Source: Email Design Review Blog

INNOVATIVE APPROACH

Ballard Designs Pin It To Win It Email

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> Include Pinterest link with share to social links > Include popular pins in email campaigns

• Audience determines what resonates with people • Integrate comments from popular pins • Tie specific Pinterest boards to email calendar • Leverage popular Pinterest videos as email content

> Source: The Magill Report Blog – “Email + Social: IntegraXng Pinterest and Email,” February 14, 2012

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THE FUTURE OF EMAIL MARKETING

WHAT DOES THE FUTURE HOLD?

> Real-‐Xme content management for inboxes • No longer freezing content at the Xme of send • StaXc email content evolves into real-‐Xme, Web-‐like pushes • Device detecXon opXmizes creaXve presentaXon

> Inbox restricXons are clearing • Gmail, Windows Live Hotmail and Yahoo Mail are loosening the reins on what marketers can execute in the inbox

• Hotmail’s AcXve Views plaWorm pilot allows transacXons and video within a message

> Email ad exchanges emerging

> Source: Forrester – “Emerging InnovaXons In Email MarkeXng,” August 19,2011

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POST-LAUNCH IMAGE CHANGES

The Home Depot One-‐Day Sale Email

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Source: The Retail Email Blog

CAMPAIGN RESULTS

> Large publisher uses a complex decision engine for direct mail and email management • Based on scoring / lookalike models, selects

– Outbound channel (email or direct mail) – Timing – Offer

• Builds creaXve from library of assets and templates • Outputs daily files to mailhouses and email vendors for producXon • Frees markeXng team to concentrate on innovaXon

> Achieved increased subscripXon rates with decreased costs

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ACXIOM

> Founded in 1969 > Public in 1983: NASDAQ (ACXM)

> Headquarters: Livle Rock, Arkansas > 6,200 associates worldwide > FY 2011 revenue: $1.160 billion > Over 77% of total revenue is from clients under long-‐term contracts

> Global markeXng services and technology

> Focused on audience and customer engagement

> #1 U.S. agency / #9 Worldwide agency (Ad Age 2011 ranking)

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QUESTIONS?

THANK YOU.

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