Why One Test Triggered a 180 Turn in How All Whirlpool Brands - - PowerPoint PPT Presentation

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Why One Test Triggered a 180 Turn in How All Whirlpool Brands - - PowerPoint PPT Presentation

Sep 28, 2022 124 likes •650 views

Why One Test Triggered a 180 Turn in How All Whirlpool Brands Direct Market to Consumers Thomas s Mender Ben Benjamin Huppertz Sr. Manager, Database Marketing Sr. Research Manager Whirlpool MECLABS Session Speaker Thomas Mender

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Why One Test Triggered a 180 Turn in How All Whirlpool Brands Direct Market to Consumers

Thomas s Mender Ben Benjamin Huppertz

  • Sr. Manager, Database Marketing
  • Sr. Research Manager

Whirlpool MECLABS

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2

Session Speaker

Thomas Mender Senior Manager, Database Marketing Whirlpool

Thomas has more than 20 years of experience in development and implementation of data warehouses, turn-key applications and business intelligence solutions for a variety of industries. Currently, he heads the database marketing team at Whirlpool and manages multichannel direct marketing across multiple brands and business units. Mender is a graduate of Purdue University and is also an Oracle Data Warehouse Certified Professional.

Black & White Headshot

@TomMender

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About Whirlpool

  • World’s leading global Home

Appliance Manufacturer

  • $19 billion annual sales in 2013
  • 69,000 employees
  • Total of 90 million emails sent
  • Rank #154 Fortune 500

company

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Win Back Former Customers Retain At-Risk Customers Grow High-Value Customers Convert New Customers Engage Prospects Attract Prospects

Customer Retention

  • 14 internal clients
  • 5 Brands
  • Retain those consumers

post-purchase

  • Keep them engaged
  • Keep their consideration
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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011

Opt-Outs Clickthrough Rate

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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011

Opt-Outs Clickthrough Rate

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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 2008 2009 2010 2011

Opt-Outs Clickthrough Rate

We faced a challenge, so …

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Email Summit 2013

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Whirlpool’s transformation

Challenge the current model Change the current model Reaching new heights

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Previous process

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Agency builds creative

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Previous process

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Agency builds creative Marketing team approves

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Previous process

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Agency builds creative Marketing team approves Creatives are published

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13

Testing: Calls-to-action

Experiment ID: Summit Experiment – Calls-to-Action Location: Whirlpool Testing Library Campaign Focus: Ice email campaign

Bac Background: Applying what was learned about minimizing CTAs in email sends at Email Summit 2013. Ob Objective: To achieve a higher clickthrough rate. Prim rimary ry Res esearch Qu Question: Will having a single CTA be more effective than multiple CTAs? Tes est t Des Desig ign: Single variable A/B split test

Res esea earch Notes:

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Control

  • Primary goal of the campaign is to

promote one-time promotional email ($400 off)

  • Recipients: Total of 700k of current

customers

  • Hand-raisers
  • Recent purchasers (≤5 years)
  • Old purchasers (>5 years)
  • Current Ice product owners

Testing: Calls-to-action

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Control email

Top Bottom

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Testing: Calls-to-action

Treatment

CTA CTA

Control

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Results: Testing calls-to-action

Calls-to-action tested Hand- raisers Purchasers (≤ 5 years) Purchasers (> 5 years) Current Ice

  • wners

Avg.

Control 1.23% 0.35% 0.40% 2.77% 1.19% Treatment 1.55% 0.54% 0.57% 4.34% 1.75% Relative Difference +26% +53% +43% +57% +42%

42% Increase in clickthrough rate

Treatment increased CTR for each of the segments below.

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What the data tells us

!

Even subtle changes can have a huge impact on customer behavior Presenting customers with a single objective increased engagement The results proved increased effectiveness across all segments

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Whirlpool’s transformation

Challenge the current model Change the current model Reaching new heights

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20

Previous process

Agency creates email Marketing team approves Email is sent to customers

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21

Current process

Creating test ideas

  • collaborate
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22

Current process

Creating test ideas

  • collaborate

Agency builds creatives

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Agency builds creatives Marketing team approves creatives

23

Current process

Creating test ideas

  • collaborate
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Agency builds creatives Test is launched

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Current process

Marketing team approves creatives Creating test ideas

  • collaborate
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Data collection Agency builds creatives Test is launched

25

Current process

Marketing team approves creatives Creating test ideas

  • collaborate
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Building customer profile Data collection Agency builds creatives Test is launched

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Current process

Marketing team approves creatives Creating test ideas

  • collaborate
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Whirlpool testing roadmap

BACKGROUND Whirlpool brand wishes to use one-to-one marketing to drive sales of its Ice product line via a rebate offer located on a landing page. GOALS Maxi ximize ema email op

  • pen rate – get consumers “in the door”

Und nderstand da database segm egment pe performance – (A) intenders, (B) owners of an Ice product, (C) owners

  • f a newer product and (D) owners of an aging product

Und nderstand wha hat trigg iggers s CTA en engagement

1 2 3 1 2 3

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Whirlpool testing roadmap

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The inverted funnel

  • Customers are not “falling”

into your funnel, they are “climbing” up.

  • Every micro-decision is a

place to test.

  • Every channel
  • Every touch point in each

channel

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Subject line testing

Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

A B C D

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Subject line testing

Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

13.30% 17.07% 17.93% 14.47%

A B C D

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Subject line testing

Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

A B C D

Want to Make Doing Laundry Loads Easier?

Introducing an App That Makes Laundry Fun. Seriously!

Conquer Laundry: Enlist the WashSquad

A B C

Creative A Creative B

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Subject line testing

Doing Laundry Just Got Loads Easier Perfect Laundry is Now Perfectly Simple Download This App: Lighten Your Laundry Load 3 Great Ways to Lighten Your Laundry Load

A B C D

Want to Make Doing Laundry Loads Easier?

Introducing an App That Makes Laundry Fun. Seriously!

Conquer Laundry: Enlist the WashSquad

A B C

Creative A Creative B

Action-oriented subject lines got higher open rates

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Version A: Application theme Version B: Lifestyle theme

FREE DOWNLOAD CTA drives users directly to Apple Store for download – minimize number of clicks

Value proposition testing

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Value proposition testing

15.3%

Increase in clickthrough rate

*Tuesday deployment generated 19.2% more unique opens than Wednesday

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Value proposition testing

Increase in clickthrough rate

*Tuesday deployment generated 19.2% more unique opens than Wednesday

A lifestyle theme got higher

  • pen rates
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Value proposition testing

Version A: Control Version B:

Treatment

TESTING USER- GENERATED CONTENT FROM RATINGS AND REVIEWS

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Value proposition testing

Value prop testing CTR Relative difference Intenders 0.64% 151.04% Old refers 0.27% 26.05% All general 0.39%

  • 10.51%

!

What You Need to Understand: Customer reviews added a significant increase for intentional buyers but not across all segments

151% Increase in relative difference in intenders

Significantly higher than other segments

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Whirlpool’s transformation

Challenge the current model Change the current model Reaching new heights

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Whirlpool testing impact

42%

CTR

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Whirlpool testing impact

15.3%

CTR

42%

CTR

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Whirlpool testing impact

15.3%

CTR

15%

Open Rate

42%

CTR

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Whirlpool testing impact

15.3%

CTR

15%

Open Rate

151%

CTR

42%

CTR

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Whirlpool testing impact

30%

CTR

15.3%

CTR

15%

Open Rate

151%

CTR

42%

CTR

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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014

Opt-Outs Clickthrough Rate

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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014

Opt-Outs Clickthrough Rate

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Before Testing: Clickthrough vs. opt-out rates

0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 2008 2009 2010 2011 2012 2013 2014

Opt-Outs Clickthrough Rate

Small changes, BIG impact

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Whirlpool’s Testing Dashboard

  • Whirlpool’s Dashboard

provides at at-a-glance result lts

  • Sa

Saves tim time an and effort for more testing

  • Giv

Gives cr credit where it’s due

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“This was one small step for a man,

  • ne giant leap for Whirlpool.”
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Key takeaways

Even small changes can make a big difference It’s not all about the numbers – it’s about the culture Let consumers make the decisions

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Thank You

Thomas Mender Senior Manager, Database Marketing Whirlpool @TomMender Benjamin Huppertz Senior Research Manager MECLABS

Black & White Headshot Black & White Headshot