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

QUIC QU 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. Shann annon on Dorton Marketing Manager Orbitz

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 ol • Restrict the quantity of CRM emails sent to unique members o Prioritize triggered Orbitz email campaigns o Limit quantity of USR-A emails per unique member o 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: o Original search o New search o New price o 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 Shinn inn Chen Marketing Manager B2B creative to have it reflect our Salesforce.com redesigned website. We added some B2C creative design elements then analyzed how this change effected our program performance.

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 “Siebel BranchTeller “A complete, provides customer-facing 360-degre 360 degree view of clients personnel with a 360 360-degr egree ee view and prospects that combines a of the customer.” robust client profile built specifically “Oracle offers three, best-in in-clas ass CRM for advisors with best-in in-class class product families specific to your activity management business' individual capabilities.” 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 Incr crease ease in: 26% CT CTR 9 Key Plays for CR CRM Success Original ginal Test st Original ginal CTR = 3.1% Test st CTR = 3.9% CTR Incre reas ase e = 26% %

THE E SECOND COND COU OURSE RSE Incr crease ease in: 27% Un Unique CT CTR SMB Success ss Kit Original ginal Test st Original ginal Uniqu que e CTR = 1.58% Test st Uniqu que e CTR = 2.0% Uniqu que e CTR Incr crease ease = 27%

THE E THIR IRD D COU OURS RSE Incr crease ease in: 187 More Clicks Cl Salesforc sforce for Du Dummies es Free Trial Original ginal Test st 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

THE E FOU OURTH TH COU OURS RSE Incr crease ease in: 15% CT CTR R & 27% Un Unique News Ne wslett etters ers CT CTR Original ginal Test st Total al CTR incr creased ased 15% Uniqu que e CTR incr creased ased 27%

THE E FIF IFTH H COU OURS RSE Incr crease ease in: 8% 8% RO ROR Salesforc sforce Events Original ginal Test st The e Respon ponder der- to to-Ope Open n rate, e, incr creased ased by y 8%

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