Eis fri sponsored lunch acxiom
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Transcript of Eis fri sponsored lunch acxiom
EMAIL INSIDER SUMMIT SPONSOR LUNCHEON SESSION
WHAT’S NEW IN EMAIL MARKETING
April 27, 2012 Karen Riley, Account Director
CAMPAIGN RESULTS
Subject Line Open Rate Δ
Campaign 1 – Subject Line With ♥ Symbol 0%
10%
11%
Campaign 2 – Subject Line With @ Symbol
Campaign 3 – Subject Line With ♥ Symbol
Click Rate Δ Inbox
Placement Δ Bulk Placement
Δ
-‐39%
78%
17%
0%
-‐1%
0%
-‐46%
-‐1%
9%
IMPLEMENTATION CONSIDERATIONS
> Perform extensive plaWorm tesXng, or risk showing a “?” or box
> Test small, simple icons
> Monitor inbox placement and bulk folder placement closely
> Be prepared to re-‐launch • Do not send extremely Xme sensiXve content because of risk of blocking
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CAMPAIGN RESULTS
> During criXcal sales period, online retailer tested • Mobile vs. PC creaXve • Past 60 day mobile openers vs. PC openers
> Mobile creaXve delivered 283% lib in order rate over PC creaXve to mobile openers
> Overall order rate (conversion/clicks) was highest for mobile openers receiving mobile creaXve
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IMPLEMENTATION CONSIDERATIONS
> Android does not autoscale > Design for touch screen > Reduce content, text, images
• Use one column no more than 320 px wide
> Increase font sizes to 12-‐14pt > Click through to mobile opXmized landing pages
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HOTMAIL ACTIVE VIEWS VIDEO IN EMAIL GameStop Weekly Ad With New Game Preview Email
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Source: The Retail Email Blog
HTML 5 VIDEO GIF IN EMAIL
Fingerhut Web Exclusive Product Site Demo Email
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Source: Priority Results Blog
SUPPORT FOR VIDEO
> Selected email clients support full video w/audio in email (35% -‐ 65% of list): • iPhone, iPad, iPod Touch, when email opened in naXve mail client • Android tablets running Honeycomb (3.x.x), when email opened in naXve mail client
• Hotmail, when viewed in an HTML5 compliant desktop web browser (IE9+, Firefox 3.5+, Chrome, Safari 3.1+, Safari 3+)
• Hotmail, when viewed in web browser on all iOS and all Android releases • Apple Mail 4 • Outlook for Mac 2011 • Thunderbird
Source: Only Influencers Blog
IMPLEMENTATION CONSIDERATIONS
> Two opXons: • HTML 5 video tag • Link to video file streamed on server/Akamai
> Most popular format is Mp4, but consider mulXple formats
> Videos work best on iOS devices, especially iPhone > Keep video short > Test extensively > Resist the temptaXon of autoplay
> Create enXcing “fallback content” screen shot
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IMPLEMENTATION CONSIDERATIONS
> Include: • Profile informaXon • Channel contact preferences • SubscripXon management
> Long implementaXon Xmelines because of unexpected complexity, data integraXon and poliXcal/ownership issues
> Consider dynamic visual design • Vary based on entry point (email, site ad, etc.) or user segment
> Plan for administraXve funcXonality • Edit data collected • Respond to customer inquiries
> Feature real-‐Xme recogniXon • Sync to database instantly
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ANIMATED GIF AS PRODUCT DEMO
Saks iPad App Launch Email
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Source: The Retail Email Blog View In PresentaXon Mode
HIGH IMPACT ANIMATED GIF
Browns London eNews Email
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Source: The Retail Email And Priority Results Blogs View In PresentaXon Mode
PERSONALIZED ANIMATED GIF
Helzberg Diamonds Personalized Jewelry CollecQon Email
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Source: KevinJosephSmith.com Blog View In PresentaXon Mode
IMPLEMENTATION CONSIDERATIONS
> Outlook 2007 and 2010 do not support animaXon
> As fallback content, first frame should stand alone
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INTEGRATING PINTEREST IN EMAIL
Babies R Us “Pin It” Link In Email
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Source: Email Design Review Blog
IMPLEMENTATION CONSIDERATIONS
> Include Pinterest link with share to social links > Include popular pins in email campaigns
• Audience determines what resonates with people • Integrate comments from popular pins • Tie specific Pinterest boards to email calendar • Leverage popular Pinterest videos as email content
> Source: The Magill Report Blog – “Email + Social: IntegraXng Pinterest and Email,” February 14, 2012
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WHAT DOES THE FUTURE HOLD?
> Real-‐Xme content management for inboxes • No longer freezing content at the Xme of send • StaXc email content evolves into real-‐Xme, Web-‐like pushes • Device detecXon opXmizes creaXve presentaXon
> Inbox restricXons are clearing • Gmail, Windows Live Hotmail and Yahoo Mail are loosening the reins on what marketers can execute in the inbox
• Hotmail’s AcXve Views plaWorm pilot allows transacXons and video within a message
> Email ad exchanges emerging
> Source: Forrester – “Emerging InnovaXons In Email MarkeXng,” August 19,2011
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CAMPAIGN RESULTS
> Large publisher uses a complex decision engine for direct mail and email management • Based on scoring / lookalike models, selects
– Outbound channel (email or direct mail) – Timing – Offer
• Builds creaXve from library of assets and templates • Outputs daily files to mailhouses and email vendors for producXon • Frees markeXng team to concentrate on innovaXon
> Achieved increased subscripXon rates with decreased costs
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ACXIOM
> Founded in 1969 > Public in 1983: NASDAQ (ACXM)
> Headquarters: Livle Rock, Arkansas > 6,200 associates worldwide > FY 2011 revenue: $1.160 billion > Over 77% of total revenue is from clients under long-‐term contracts
> Global markeXng services and technology
> Focused on audience and customer engagement
> #1 U.S. agency / #9 Worldwide agency (Ad Age 2011 ranking)
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