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Running the Digital Relay withEA Games Case StudyMorgan Goford, Account Director© Experian CheetahMail 2007. All rights re...
Running the Digital Relay 2012• The competition• The winning strategy   • Email   • Mobile   • Social• Winning the digital...
Let the relay begin..                        © Experian CheetahMail 2007. All rights reserved.                            ...
The competition                  © Experian CheetahMail 2007. All rights reserved.                             Confidentia...
Customer preference                      © Experian CheetahMail 2007. All rights reserved.                                ...
Creating a winning strategy                   Pertinence:  Having a clear decisive relevance to the matter in hand        ...
Flying start...                  © Experian CheetahMail 2007. All rights reserved.                             Confidentia...
Mid way through...                     © Experian CheetahMail 2007. All rights reserved.                                Co...
And finally              © Experian CheetahMail 2007. All rights reserved.                         Confidential and propri...
Email best practice• Best practice constantly evolving    • Timing of send    • Dynamic platform optimization    • Integra...
FIFA newsletter personalisation                                                                    For the January        ...
FIFA newsletter personalisation                      While offline                      players got a                     ...
FIFA newsletter personalisation                                                                               Uplift in ov...
FIFA newsletter personalisation – subject line test                   Prior to the February send there was a subject line ...
Mobile•Smartphone sales have already overtakenPCs, beating laptops since 2010• 23% increase in mobile emails in 2011• 40% ...
FIFA 12 Gamescom - UK                                                                       4.91% of people               ...
FIFA 12 Gamescom - FR                                                                       2.07% of people               ...
FIFA 12 Gamescom - ES                                                                       3.74% of people               ...
Viewing platform reportUK Platform summary (% ofopens)                          With iPhones and Androids dominating theMo...
Social• 504% increase in social media related emails in the past year• According to Experian Hitwise 1 Facebook like = 20 ...
Social-specific communication                     © Experian CheetahMail 2007. All rights reserved.                       ...
Social-integrated comms                    © Experian CheetahMail 2007. All rights reserved.                              ...
Social-presence comms                   © Experian CheetahMail 2007. All rights reserved.                              Con...
Winning the digital relay• Right time, right communication, right channel• Opt out is not the end, but an opportunity    •...
© Experian CheetahMail 2007. All rights reserved.           Confidential and proprietary.            25
© Experian CheetahMail 2007. All rights reserved.           Confidential and proprietary.            26
© Experian CheetahMail 2007. All rights reserved.           Confidential and proprietary.            27
Thank you for listening                 Morgan Goford     mgoford@cheetahmail.co.ukVisit stand C17 for more information   ...
© Experian Information Solutions, Inc. 2007. Allreserved.     © Experian CheetahMail 2007. All rights rights reserved.    ...
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Email & Mobile Theatre; Running the Digital Relay with EA Games Case Study

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Email & Mobile Theatre; Running the Digital Relay with EA Games Case Study

  1. 1. Running the Digital Relay withEA Games Case StudyMorgan Goford, Account Director© Experian CheetahMail 2007. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian CheetahMail. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary.
  2. 2. Running the Digital Relay 2012• The competition• The winning strategy • Email • Mobile • Social• Winning the digital relay © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 2
  3. 3. Let the relay begin.. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 3
  4. 4. The competition © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 4
  5. 5. Customer preference © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 5
  6. 6. Creating a winning strategy Pertinence: Having a clear decisive relevance to the matter in hand Relevance combined with timeliness © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 6
  7. 7. Flying start... © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 7
  8. 8. Mid way through... © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 8
  9. 9. And finally © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 9
  10. 10. Email best practice• Best practice constantly evolving • Timing of send • Dynamic platform optimization • Integration with all digital channels• Potential for 100% individualised communications• Truly pertinent and dynamically enhanced in real time• Triggered communications based on customer activity an increasing focus• Content interaction = inferred interest• True one to one communication• Optimised for Mobile and Social © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 10
  11. 11. FIFA newsletter personalisation For the January newsletter there was a single CTA for all subscribers to see their stats online, regardless if they were playing online or not © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 11
  12. 12. FIFA newsletter personalisation While offline players got a CTA to unlock their stats For the February newsletter they provided online players with their stats and a CTA to check out more © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 12
  13. 13. FIFA newsletter personalisation Uplift in overall click to open rate between January and February Uplift in the click to open rate on the stats sections between January and February © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 13
  14. 14. FIFA newsletter personalisation – subject line test Prior to the February send there was a subject line test done on 10% of the data As these people were looking for their stats when opening the newsletter an uplift in click rate was seen.Uplift in openrates for thesubject linecontaining stats © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 14
  15. 15. Mobile•Smartphone sales have already overtakenPCs, beating laptops since 2010• 23% increase in mobile emails in 2011• 40% of UK users consume their personal email on amobile device at home• Paypal estimates mobile commerce willexceed £2.6 billion by 2015 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 15
  16. 16. FIFA 12 Gamescom - UK 4.91% of people that opened clicked on the Smartphone version 10.34% of people that clicked did so on the Smartphone version When matching the click data, 1056 people who clicked on the Smartphone version clicked again. A click to view of 15.86% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. version was 44.03% 16 Confidential and proprietary.
  17. 17. FIFA 12 Gamescom - FR 2.07% of people that opened clicked on the Smartphone version 3.80% of people that clicked did so on the Smartphone version When matching the click data, 271 people who clicked on the Smartphone version clicked again. A click to view of 23.06% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. version was 52.42% 17
  18. 18. FIFA 12 Gamescom - ES 3.74% of people that opened clicked on the Smartphone version 6.92% of people that clicked did so on the Smartphone version When matching the click data, 490 people who clicked on the Smartphone version clicked again. A click to view of 25.03% The click to view of the standard email © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. version was 50.30% 18
  19. 19. Viewing platform reportUK Platform summary (% ofopens) With iPhones and Androids dominating theMobile: 35% report, it is advisable that the user experience onWebmail: 35% these handsets is catered for as a priorityDesktop: 30% The mobile hosted versions are the best way ofFR Platform summary (% of providing the lowest common denominator andopens) ensuring that a good mobile experience isWebmail:  45% available to all mobile users - however for iPhoneDesktop: 36% and Android users, we should endeavour to doMobile: 19% betterES Platform summary (% ofopens) Use of media queries allows templates whichWebmail: 50% behave differently when viewed on mobileDesktop: 30% devices thus presenting are more optimisedMobile: 20% visual experience to the user Mobile tracking into each mailing to ID trends © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 19
  20. 20. Social• 504% increase in social media related emails in the past year• According to Experian Hitwise 1 Facebook like = 20 visits to yourwebsite © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 20
  21. 21. Social-specific communication © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 21
  22. 22. Social-integrated comms © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 22
  23. 23. Social-presence comms © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 23
  24. 24. Winning the digital relay• Right time, right communication, right channel• Opt out is not the end, but an opportunity • Promote other available channels • Track preference• Behavioural email marketing• Channel-agnostic digital planning• Key customer touch points and lifecycle-triggered comms• Preference centre = stated interests • Permission• Content interaction = inferred interests Your customers are ‘always on’ in the attention economy = you need to be ‘always on point’ © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 24
  25. 25. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 25
  26. 26. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 26
  27. 27. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 27
  28. 28. Thank you for listening Morgan Goford mgoford@cheetahmail.co.ukVisit stand C17 for more information © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 28
  29. 29. © Experian Information Solutions, Inc. 2007. Allreserved. © Experian CheetahMail 2007. All rights rights reserved. Confidential and proprietary. 29

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