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3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue3 CREATIVE MAKEOVERS Thanks, Amusement & Intrigue

Matthew CaldwellSr. Creative DirectorYesmail Interactive

email: [email protected]: @matty_caldwell

Matthew CaldwellSr. Creative DirectorYesmail Interactive

email: [email protected]: @matty_caldwell

3 Creative Makeovers3 Creative Makeovers

1. THANK YOU : HP Shopping Activation

2. INTRIGUE: eBay Daily Deals

3. AMUSEMENT: Webroot Newsletter

1. THANK YOU : HP Shopping Activation

2. INTRIGUE: eBay Daily Deals

3. AMUSEMENT: Webroot Newsletter

Just thank themJust thank them

CASE STUDY: HP Shopping ActivationCASE STUDY: HP Shopping Activation

The Scenario:

•A percentage of list is inactive

•The current activation campaign needed a lift

•The current activation acknowledges they are not active “we miss you”

Recommendations:

• Activate them by saying thanks – be positive, not negative

• Make sure the message can be read without images• Create a bold, in-your-face layout• Provide a great offer

The Scenario:

•A percentage of list is inactive

•The current activation campaign needed a lift

•The current activation acknowledges they are not active “we miss you”

Recommendations:

• Activate them by saying thanks – be positive, not negative

• Make sure the message can be read without images• Create a bold, in-your-face layout• Provide a great offer

Most Activation Campaigns tend to be negative

Most Activation Campaigns tend to be negativeThey acknowledge that users don’t click or openThey acknowledge that users don’t click or open

Before: 3-email Reactivation CampaignBefore: 3-email Reactivation Campaign

Message #1:

Subject Line: Joe, are you still around?

Message #2:

Subject Line: Hello Joe, anyone home?

Message #3:

Subject Line: Should we stay or should we go?

Message Timing:

Message #1 deploys on Day 1

Message #2 deploys on Day 5

Message #3 deploys on Day 9

6

After subject line: Thank you Jill

Without images

With images

RESULTSRESULTS

• Side by side test of message to 2 test groups

• “Positive” layout increases click through significantly (metrics asked not to be shared)

• Positive message generates much higher revenue and achieves increased activation rates

WHAT WE LEARNEDWHAT WE LEARNED

• Say Thanks – whether they’re a customer or not

• Be Positive – don’t acknowledge they are inactive

• Readable with Images off - Be sure 100% of your layout can be read without images especially your button

• Most of all, bring that killer offer

• Say Thanks – whether they’re a customer or not

• Be Positive – don’t acknowledge they are inactive

• Readable with Images off - Be sure 100% of your layout can be read without images especially your button

• Most of all, bring that killer offer

Other “thanks” successesOther “thanks” successes

Ebay Seller Activation

•Active on website but not in email•Used website behavior to thank them•Hugely successful

Ebay Seller Activation

•Active on website but not in email•Used website behavior to thank them•Hugely successful

Other “thanks” successesOther “thanks” successesHP AcademyHP Academy

Other “thanks” successesOther “thanks” successes

HP Thanksgiving

49% increase over average CTR

HP Thanksgiving

49% increase over average CTR

THANK YOUR SUBSCRIBERS - TAKE AWAYS:THANK YOUR SUBSCRIBERS - TAKE AWAYS:

• Thanking customers can be a strong theme to get them to open and take action

• Big, bold image-free formatting

• Simple strong offers with strong end dates always works in direct marketing

• Skip the “we miss you” bit

• Thanking customers can be a strong theme to get them to open and take action

• Big, bold image-free formatting

• Simple strong offers with strong end dates always works in direct marketing

• Skip the “we miss you” bit

Just intrigue themJust intrigue them

CASE STUDY: eBay Mystery DealCASE STUDY: eBay Mystery Deal

The Scenario:

•Reveals a Mystery Deal several days per week•Good opens, but below average click-through

Recommendations:• Make it intriguing – don’t show what the deal is• Requires a click to see it• Email is the question, landing page is the

answer

The Scenario:

•Reveals a Mystery Deal several days per week•Good opens, but below average click-through

Recommendations:• Make it intriguing – don’t show what the deal is• Requires a click to see it• Email is the question, landing page is the

answer

eBay Mystery Deal - beforeeBay Mystery Deal - before

eBay Mystery Deal - AftereBay Mystery Deal - After

RESULTSRESULTS

•Opens remain steady

•Click through jumps significantly

•Average order size increases as more people are delivered to the site and begin shopping

•Unsubscribes remain unchanged

•Opens remain steady

•Click through jumps significantly

•Average order size increases as more people are delivered to the site and begin shopping

•Unsubscribes remain unchanged

WHAT DID WE LEARN?WHAT DID WE LEARN?

• Use intrigue if you must deliver site visits / clicks

• Ideal for product launch campaigns or website redesigns

• The email is the question, the landing page is the answer

• Use intrigue if you must deliver site visits / clicks

• Ideal for product launch campaigns or website redesigns

• The email is the question, the landing page is the answer

Other “intrigue” successesOther “intrigue” successes

Grainger Thank You

•Redesigned and removed all offers

•Simply said thanks & click to see your great offer

•HUGE Success. Over double the average revenue per message

Grainger Thank You

•Redesigned and removed all offers

•Simply said thanks & click to see your great offer

•HUGE Success. Over double the average revenue per message

Other “intrigue” successesOther “intrigue” successes

Nike Live Strong

•Animated Gif

•Rotated a few words & Nike swoosh

•Highest click through of any email Yesmail has ever sent

•Intrigue is great for any product or service launch campaign

Nike Live Strong

•Animated Gif

•Rotated a few words & Nike swoosh

•Highest click through of any email Yesmail has ever sent

•Intrigue is great for any product or service launch campaign

Other “intrigue” successesOther “intrigue” successes

Cingular March Madness

•Animated Gif

•Required a click to se how March Madness was coming to your neighborhood

•Twice the average click through

Cingular March Madness

•Animated Gif

•Required a click to se how March Madness was coming to your neighborhood

•Twice the average click through

Other “intrigue” successesOther “intrigue” successes

HP World Fastest Printer

•Like a stadium reveal, each tile “flipped”

•“worlds fastest printer” was revealed

•Highest click through for any message sent by HP’s Printer division

HP World Fastest Printer

•Like a stadium reveal, each tile “flipped”

•“worlds fastest printer” was revealed

•Highest click through for any message sent by HP’s Printer division

Other “intrigue” successesOther “intrigue” successes

MyCoke Website Launch

•Strong color combination

•Simple flashing arrow for CTA

•CTR = 29%

MyCoke Website Launch

•Strong color combination

•Simple flashing arrow for CTA

•CTR = 29%

INTRIGUE - TAKE AWAYSINTRIGUE - TAKE AWAYS

• Great for:• new product launch• Website redesigns• Awareness campaigns• Once and a while buzz

• “The email is the question, the landing page is the answer”

• Great for:• new product launch• Website redesigns• Awareness campaigns• Once and a while buzz

• “The email is the question, the landing page is the answer”

Just Amusement themJust Amusement them

CASE STUDY: Webroot Newsletter CASE STUDY: Webroot Newsletter

The Scenario:

•Maker of antivirus / antispyware software•Quarterly newsletter with very poor OPEN and CTR•Frankly the newsletter was boring

Recommendations:• Use editorial engagement content to amuse &

entertain • Increase frequency of newsletter to monthly from

quarterly• Humor was part of an overall rebranding effort

The Scenario:

•Maker of antivirus / antispyware software•Quarterly newsletter with very poor OPEN and CTR•Frankly the newsletter was boring

Recommendations:• Use editorial engagement content to amuse &

entertain • Increase frequency of newsletter to monthly from

quarterly• Humor was part of an overall rebranding effort

Newsletter BEFORENewsletter BEFORE

Cyber Security Awareness Month? zzzz

Cyber Security Awareness Month? zzzz

Newsletter AFTERNewsletter AFTER

• More entertaining• Editorial style features• “Did you know?” Facts• Bite-sized amusing

snippets• Funny / silly

• More entertaining• Editorial style features• “Did you know?” Facts• Bite-sized amusing

snippets• Funny / silly

RESULTS: Webroot Newsletter MakeoverRESULTS: Webroot Newsletter Makeover

• Opens jump and increase with each month• Average Open Rate before - 11.2%

• Average Opens Rate after – 19.6%

• Increasing every month so far

• November 19.96%

• October 19.58%

• September 17.12%

• August 14.87%

• Content is amusing and audience is interested

• Click through increases 6 fold

• Before average Click through is < 1%

• After average click through is 6.27%

• Opens jump and increase with each month• Average Open Rate before - 11.2%

• Average Opens Rate after – 19.6%

• Increasing every month so far

• November 19.96%

• October 19.58%

• September 17.12%

• August 14.87%

• Content is amusing and audience is interested

• Click through increases 6 fold

• Before average Click through is < 1%

• After average click through is 6.27%

WHAT DID WE LEARN?WHAT DID WE LEARN?

• Bite-sized editorial snippets can amuse your audience

• Add value to your newsletters besides your information

• An amused audience is an engaged audience and they will keep opening

• Editorial style content is time-consuming and costly to produce but can be worth it

• Bite-sized editorial snippets can amuse your audience

• Add value to your newsletters besides your information

• An amused audience is an engaged audience and they will keep opening

• Editorial style content is time-consuming and costly to produce but can be worth it

Other “amusement” successesOther “amusement” successes

MyCokeRewards

•End of each monthly newsletter contains a comic image

MyCokeRewards

•End of each monthly newsletter contains a comic image

Other “amusement” successesOther “amusement” successes

Calaway Golf quote

•Funny quote each month

Calaway Golf quote

•Funny quote each month

Other “amusement” successesOther “amusement” successes

Warner Bros TriviaWarner Bros Trivia

AMUSEMENT - TAKE AWAYSAMUSEMENT - TAKE AWAYS

• Bite-sized editorial style snippets are great for newsletters

• Train users to open -they know it’s there and “what will they do this time?”

• Humor can be refreshing and instill a human voice

• Bite-sized editorial style snippets are great for newsletters

• Train users to open -they know it’s there and “what will they do this time?”

• Humor can be refreshing and instill a human voice

Summary: Summary:

• Activation – Just say Thanks

• Increase Click Through – Make it intriguing

• Declining open rates – Make it amusing

• Activation – Just say Thanks

• Increase Click Through – Make it intriguing

• Declining open rates – Make it amusing

Thank YouThank You

See more ideas in Yesmail Creative Services Look Bookhttp://www.yesmail.com/Portals/0/pdf/yesmail_lookbook.pdf

Matthew CaldwellSr. Creative DirectorYesmail Interactive

email: [email protected]: @matty_caldwellphone: 503-419-0596

Matthew CaldwellSr. Creative DirectorYesmail Interactive

email: [email protected]: @matty_caldwellphone: 503-419-0596