Be an Email Creative Top Chef Lisa Harmon Director, Creati tive - - PowerPoint PPT Presentation

Be an Email Creative ‘Top Chef’

Lisa Harmon Director, Creati tive Services Smith th-Harmon, rmon, A Responsys Company Shannon Dorton Marketing Manager Orbitz Shinn Chen Marketing Manager Salesforce.com January 21, 2010

Janua uary 20-22 22 Miami, Florida

WIT ITH YOU OUR R HOS OST:

Lis isa Ha Harmon, Director, Creative Services, Smith-Harmon, A Responsys Company as Padme Lakshmi

AND TODAY’S EMAIL TOP CHEF MASTERS:

Shannon n Do Dorton, Marketing Manager, Orbitz Shinn Ch Chen, Marketing Manager, Salesforce.com

QU QUIC ICKFIRE FIRE CH CHALL LLENGE NGE #1 #1

Shann annon

• n Dorton

Marketing Manager Orbitz

QU QUIC ICKFIRE KFIRE CHAL ALLENGE LENGE #1

Our challenge was to create a triggered, proactive email communication notifying active Orbitz searchers of price changes for air itineraries they had previously searched, but not purchased.

THE E MIS ISE EN PLACE CE

Re Retarget rget - Air Air De Deal De Detector ctor

THE E MIS ISE EN PLACE CE

Up Update ted d Search Re Results s (US USR-A) A)

• Member X searches for a specific

flight itinerary but does not purchase

• Member Y searches for the same

itinerary and receives a different price

• Member X receives an email updating

them that their original search has changed in price

THE E FIR IRST ST IN INGR GREDIENT EDIENT

Cr Creative tive and Messag aging ing

• Personalized headline
• Brief message explaining email
• Itinerary details
• Price assurance guarantee
• Orbitz search form
• Secondary car and hotel

THE E SECOND COND IN INGR GREDIENT EDIENT

Frequ quen ency cy Co Control

• l
• Restrict the quantity of CRM emails

sent to unique members

• Prioritize triggered Orbitz

email campaigns

• Limit quantity of USR-A emails

per unique member

• Apply suppression to duplicate

itinerary updates

• Offer itinerary unsubscribe option

THE E THIR IRD D IN INGR GRED EDIEN IENT

Da Data Integ egratio ration

• All content is dynamic

and data driven

• Displays itinerary

information including:

• Original search
• New search
• New price
• Price change
• Search button links to

search results page

THE E REVI VIEWS EWS

Re Results ts

• 25% increase in click-to-open rates
• 15% increase in transactions
• 25% increase in net contribution revenue

TAKE E THE RECIPE CIPE HOM OME

Key Takeawa ways ys

• Uncover the rationale or reason to talk to your customers
• Create an engaging creative
• Control email campaign frequency
• Offer an unsubscribe option for triggered email programs
• Apply updated data & personalized information

QU QUIC ICKFIRE FIRE CH CHALL LLENGE NGE #2 #2

QU QUIC ICKFIRE KFIRE CHAL ALLENGE LENGE #2

Unlike B2C emails, B2B emails are usually less focused on the creative exponent of email design. Our challenge was to redesign our B2B creative to have it reflect our redesigned website. We added some B2C creative design elements then analyzed how this change effected

• ur program performance.

Shinn inn Chen Marketing Manager Salesforce.com

THE E MIS ISE EN PLACE CE

Ho How w do our designs compare re to our competitors? etitors?

THE E MIS ISE EN PLACE CE

Ho How w does our copy compare are to our competitors? etitors? Salesforce.com Oracle

“A complete, 360 360-degre degree view of clients and prospects that combines a robust client profile built specifically for advisors with best-in in-class class activity management capabilities.”

“Siebel BranchTeller provides customer-facing personnel with a 360 360-degr egree ee view

• f the customer.”

“Oracle offers three, best-in in-clas ass CRM product families specific to your business' individual requirements.”

THE E MIS ISE EN PLACE CE

We revampe mped d our creati tive ve and tested ted for one month: h:

New w Design ign Old Design ign

THE E FIR IRST ST COU OURS RSE

9 Key Plays for CR CRM Success

Incr crease ease in:

26% CT CTR

Original ginal CTR = 3.1% Test st CTR = 3.9% CTR Incre reas ase e = 26% % Original ginal Test st

THE E SECOND COND COU OURSE RSE

SMB Success ss Kit

Incr crease ease in:

27% Un Unique CT CTR

Original ginal Original ginal Uniqu que e CTR = 1.58% Test st Uniqu que e CTR = 2.0% Uniqu que e CTR Incr crease ease = 27% Test st

THE E THIR IRD D COU OURS RSE

Salesforc sforce for Du Dummies es Free Trial

Incr crease ease in:

187 More Cl Clicks

Original ginal Total al Clicks ks = 598 598 Test st Total al Clicks ks = 785 785 Incr crease ease in Total al Clicks ks = 187 Original ginal Test st

THE E FOU OURTH TH COU OURS RSE

Ne News wslett etters ers

Incr crease ease in:

15% CT CTR R & 27% Un Unique CT CTR

Total al CTR incr creased ased 15% Uniqu que e CTR incr creased ased 27% Original ginal Test st

THE E FIF IFTH H COU OURS RSE

Salesforc sforce Events

Incr crease ease in:

8% 8% RO ROR

The e Respon ponder der- to to-Ope Open n rate, e, incr creased ased by y 8% Original ginal Test st

THE E REVI VIEWS EWS

Re Results ts

• Gained significant cost and time savings
• Increased the number of total clicks in all tests
• Did not reduce the effectiveness of the main offer
• Increased unique responders by an average of 34%
• Increased the number of qualified leads by 7%

TAKE E THE RECIPE CIPE HOM OME

Key Takeawa ways ys

• Utilize known best-practices
• Differentiate your design and voice
• Use data to drive your changes

PLE LEASE ASE PACK CK YOU OUR R KN KNIVES IVES AN AND GO D GO

QU QUESTI ESTIONS? ONS?

Thank k You!

Credits/Thank You

Big Thanks to:

• Shannon Dorton, Marketing Manager, Orbitz
• Shinn Chen, Marketing Manager, Salesforce.com
• Team

– Sara Zin, Designer, Smith-Harmon, A Responsys Company – Andrea Taylor, Copywriter, Smith-Harmon, A Responsys Company

Lisa Harmon, Director, Creative Services Smith-Harmon, A Responsys Company Call or email me at: 1-206-774-0199 lharmon@smith-harmon.com