Get in the Game: How GamersFirst generated $875 for every 1,000 promo emails sent
Presenters Frank Cartwright SVP of Product and Platform Development GamersFirst Justin Bridegan Senior Marketing Manager MECLABS
Message and data rates may apply Interactive Poll With regards to email testing, which of following best represents your organization’s efforts? BASIC AVERAGE Subject lines, personalization, copy Templates, timing, automation Text 2012 A to 64686 Text 2012 B to 64686 ADVANCED EXPERT Validated tests, multi-varied options All aspects tested & optimized Text 2012 C to 64686 Text 2012 D to 64686
The Challenge To turn our email marketing program from a cost center into a profit center. 1. How do we get more people through the funnel? 2. How do we get new users to become purchasing customers? 4 4
The Campaign Step 1 – Discovering the path to conversion 100% of users Register 80% Verify registration Log-in 60% Purchase 10% 5 5
The Campaign Step 2 – Sending the validation reminder A/B test • Format • Graphic vs. text • Timing • 24 vs. 72 hours 6 6
The Campaign Step 2 – Sending The validation reminder A/B test – Format Text 7 7
The Campaign Step 2 – Sending the validation reminder A/B Test - Format Graphic 8 8
The Campaign Step 2 – Sending the validation reminder Format Results Text Graphic Text wins! 20% better! 9 9
The Campaign Step 2 – Sending the validation reminder Timing Results 72 hours 24 hours 24 hours wins! 17% better! 10 10
The Campaign Step 2 – Analyze validation email results • Tested for 3 months • Increased verified accounts by 200 more per day • 100 of those accounts logged into the game • 10 of those accounts became paying players • Using $125 LTV, this means $1,250 / per day • THIS IS FOUND MONEY! THIS IS WORKING! MORE, MORE, MORE… 11 11
The Campaign Step 3 – Sending the login reminder A/B Test – Login Reminder • Format • Graphic vs. text • Timing • 24 vs. 72 hours 12 12
The Campaign Step 3 – Sending the login reminder A/B Test - Format Graphic 13 13
The Campaign Step 3 – Sending the login reminder A/B Test - Format Text 14 14
The Campaign Step 3 – Sending the login reminder A/B Test Results – Format Graphic Text Graphic wins! 10% better! 15 15
The Campaign Step 3 – Sending the login reminder A/B Test Results – Timing 72 hours 24 hours 72 hours wins! 30% better! 16 16
The Campaign Step 3 – Analyze login reminder results • Tested for 3 months Added 7 more paying customers per 1,000 emails Added $875 to bottom line MORE FOUND MONEY! THIS IS STILL WORKING! GO, GO, GO 17 17
The Campaign Step 4 – Sending the purchase reminder A/B Test – Purchase Reminder • Format • Character vs. without character • Timing • 15 vs. 30 days 18 18
The Campaign Step 4 – Sending the purchase reminder A/B Test - Format With Character 19 19
The Campaign Step 4 – Sending the purchase reminder A/B Test - Format Without Character 20 20
The Campaign Step 4 – Sending the purchase reminder A/B Test Results – Format Character Without Character Character wins! 8.5% better! 21 21
The Campaign Step 4 – Sending the purchase reminder A/B Test Results – Timing 30 days 15 days 15 30 30 days wins! 12% better! 22 22
The Campaign Step 4 – Analyze purchase reminder results • Tested for 3 months Added 7 more paying customers per 1,000 emails Added $875 to bottom line EVEN MORE FOUND MONEY! THIS IS A BUSINESS! LETS TALK TO THE BOSS ABOUT A RAISE… 23 23
Key Learnings • Graphics don’t always work as well as text • When to send the email is just as important as what’s inside the email • The validation and login winning approaches were exact opposites • You can pay for your email process with just a few emails 24 24
Next Steps • Targeting user behavior Long playtime but no • purchase 3 or more days of inactivity • Lapse in subscription • • Cross-promotion Informing customers about • similar products In-game rewards that • promote multiple brands 25 25
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