Email 3.0

The Power of:Email Video to Drive Audience Engagement

PANELIST:

Ryan Deutsch, VP Strategic Services, StrongMail

The Business:Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America

Campaign Objective: Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM.

Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM.

Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM.

Campaign Overview

Static EmailVideo in Email

The campaigns success was measured by comparing the click-through rate of the live streaming video campaign against the click-through rate of another version that did not feature live video streaming video but just a static image.

The live streaming video campaign produced a 13% higher click-through rate in driving users to the

Live@ experience on PGATOUR.COM

The Results

The Power of:Social + Email = New Customer Acquisition

PANELIST:

Ryan Deutsch, VP Strategic Services, StrongMail

The Business:CSN Stores is ranked as one of the Top 3 home and office goods e-tailers in the United States according to Internet Retailer.

Campaign Objective: CSN Stores wanted to leverage referrals to boost membership in an existing rewards program.

Definition of Success: New registrations in the CSN Rewards program.

Campaign Strategy: Leverage StrongMail Influencer and strategic services to motivate brand advocates to promote the CSN Rewards referral program.

Campaign Overview

Social Motivators

CSN Stores developed an offer that leveraged altruism and self-reward.

•CSN Rewards members received a $15 credit in their Rewards account for each friend that signed-up and made a subsequent purchase.

•Members also received a $75 bonus when they referred 5 friends who went on to sign up, for a total possible account credit of $150

•Referred friends were offered the same $15 credit for extending the offer to their networks.

Testing Social Motivation: Flow B – Free Beta Access

• The new program generated a 3X lift in new memberships vs. the prior program.

• 4.3 emails were sent by each influencer, on average.

• The program generated an 80% lift in total click-throughs as compared to click-throughs from contacts on the original email list.

• For every 1.8 customers who shared the email, one new CSN Rewards account was created.

• 10% of those new members went on to complete a purchase.

The Results

The Business:Leading online personal finance site with over 3 million users. Offers a free web-based service for managing your finances.

Campaign Objective: To acquire new Mint.com users at little or no cost.

Definition of Success: Less than $1 CPA.

Campaign Strategy: Send a “socialized email” to engaged users asking them to recommend Mint.com to their friends.

Campaign Overview

Market Research Findings Drove Campaign Design

The Campaign

Tested 3 Incentives:

1. Chance to win iPod Nano

2. Invitation to exclusive Beta Program (early access to new Mint.com features)

3. No incentive

Streamlined interface drove higher invites per user.

The Campaign

• Open Rate: 48%

• Influencers who invited friends: 10%

• Average Invites: 5

• New Users per Invite: 1: 2.6

• Average CPA: $0.50

The ResultsOne mailing drove a 44% lift in New Users versus prior week