ultimate email marketing: big brands square off | dma 2009
DESCRIPTION
Marketing executives from Mint.com, Turner Sports and The Motley Fool square off and provide candid critiques of each others respective campaigns as each competes for the title: ultimate email marketer.TRANSCRIPT
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Weight Classes:
HEAVYWEIGHT
THE RULES
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THE RULES
60 Minutes(or until somebody says uncle)
Bout Duration:
Fouls:
- Boring the Audience
- Physical Abuse (Verbal Abuse is Encouraged)
- Audience Not Asking Questions
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THE RULESHow to Win:
Convince the audience that you are the…
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THE FIGHTERS
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THE FIGHTERS
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THE FIGHTERS
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LET’S BATTLE!
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Industry: Online Personal Finance Management
Industry Size: 30,000 users in 2007, Over 3 million today
Product: Mint.com, free web-based personal finance service. Launched September, 2007
Size: 1.7 million users
Employees: 38
Target Market: Web-savvy Americans 25 – 40 seeking easy and effective means to budget and save money. Comfortable with managing daily life in the cloud via SaaS.
Years of email experience: 15
THE BUSINESS
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Campaign Objective: Acquire new Mint.com users at little or no cost.
Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends.
Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users.
Definition of Success:Less than $1 CPA
THE CAMPAIGN
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Market Research Findings Drove Campaign Design
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THE CAMPAIGN
Tested 3 Incentives:
1. Chance to win iPod Nano
2. Invitation to exclusive Beta Program (early access to new Mint.com features)
3. No incentive
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THE CAMPAIGNUsed StrongMail Influencer to drive higher invites per user.
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THE RESULTSActual
Sent
Delivered
Opened: 48%
Invited Friends: 10%
Average Invites: 5
New Users per Invite: 1: 2.6
Average CPA: $0.50
One mailing drove a 44% lift in New Users versus prior week
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TAKE YOUR SHOT
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Turner Sports: NBA.com, NASCAR.COM, PGA.com, PGATOUR.COM
Target market: All who watch, live, and love sports
Fighter Background:5 years of email marketing experience
Overview: Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America
THE BUSINESS
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Campaign Objective: Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM.
Key Metrics Tracked: Clicks to launch the Live@ experience.
Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM.
Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM.
THE CAMPAIGN
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Static Email
Video Email
Static version
Static Email Video in Email
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The campaigns success was measured by comparing the click-through rate of the live streaming video campaign against the click-through rate of another version that did not feature live video streaming video but just a static image.
The live streaming video campaign produced a 13% higher click-through rate in driving users to the
Live@ experience on PGATOUR.COM
THE RESULTS
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TAKE YOUR SHOT
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THE BUSINESS
David and Tom GardnerCo-Founders of The Motley Fool
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THE BUSINESS
250 Fools Strong!
• Here for the individual investor
• News, commentary, and stock research
• Online community of Fools
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THE BUSINESS
Motley Fool Stock AdvisorMotley Fool Hidden Gems
Motley Fool Rule Breakers
Motley Fool Global Gains
Motley Fool Rule Your RetirementMotley Fool Income InvestorMotley Fool Million Dollar Portfolio
Motley Fool PROMotley Fool Ready Made Millionaire
Motley Fool Options
Motley Fool Duke Street
Motley Fool Inside Value
260,000 Paying Subscribers
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THE BUSINESS
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THE AUDIENCE
Target Audience:
• Male • Ages 45 – 65• Investment portfolios larger than $500k• Manage their own portfolio• Skeptical of mainstream financial media
• Direct response• Email is backbone of company• 65% of company’s revenue
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SUCCESS METRICS
Delivered
Open
Click Thru
Conversion
• Spam• Unsubscribes• Refunds
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THE STRATEGY
Creative Relevance Offer
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Video Email
Static versionGoals:• Capture investors’ mindset at the current time, so that• They will read the email, and • Convert into subscriptions and drive cash
S&P 500: Jun ‘07 – Oct ‘09
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Video Email
Static versionGoals:• Capture investors’ mindset at the current time, so that• They will read the email, and • Convert into subscriptions and drive cash
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THE RESULTS
Delivered: 97.27%
Open: 13.11%
Click Thru: 5.55%
Conversion: 6.62%
$$$$$
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TAKE YOUR SHOT
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TIME TO VOTE
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