eROI Days Email Agency

Our very own Dylan Boyd with eROI spoke on this panel where the goal was to engage audience participation and guess who the Liar was among the 5 panelists.

First potential liar: Al Gadbut, CEO, Acquire Web
Acquisition Email – is your response true? Al showed examples of acquisition email for an auto-insurance client, non-profit event, financial services client, and telecom client. Was he lying that email recipients actually sent long, valuable responses to acquisition email that so many people perceive as spam? (Not a liar)

Second potential liar: Scott Mencken, Director, Relationship Marketing, eBay
With hundreds of different lists and email creatives for transactional and marketing emails, Personalization is Key! Lots of ways to personalize email:
1) Audience composition
2) Degree/Mix of personalization
3) Email design + production
4) Frequency of delivery

Results: 113% lift in open rates; 285% lift in response rates, and 160% increase in sales.
(Not a liar)

Third potential liar: Dylan Boyd, Vice President, Sales and Strategy, eROI
Offline to Online Lead Capture Case Study for Jewelry company:
PIN-coded direct mail postcards sent to 100k customers/prospects (their in-house list). That postcard sent people to a website where they were asked to do only 1 thing – enter a unique PIN code and click “submit”. The following page pre-populated all of their info and asked a few other questions like email address and 2 lead qualification questions, then gave the customer a coupon for limited sale in their physical stores.

Results: 1920 coupons redeemed ($312.50/sale) = $600k in sales
Learnings in this case: use branded URL to instill trust: rogersandhollands.com/vip
Next phase: convert to more email as postal rates are set to increase 7% or more.
(Not a liar)

Fourth potential liar: David Baker, Vice President, Email Marketing and Analytics, Avenue A | Razorfish
Case Study: Creating a New “Beer Affecionado!” Coors Light is the client. David got buy-in from the client to do an Unorthodox concept of a 2100 pixel wide / short email creative where you had to scroll a whole bunch to the right to see all of the creative, however, the main call to action was in the email browser preview pane.

Results: 98% of clicks in the preview pane. Trended older, increase response in women, higher open rates, higher registrations
(Liar: results were better than listed, especially in the ultra high-value customer segment)

Fifth potential liar: Jeanniey Mullen, Senior Director, OgilvyOne Worldwide, Email Marketing 2.0
Case Study: Cisco.com online registrations from a New Subscription Center that OgilvyOne built for them.

Results: 20% reduction in unsubscribes with new subscription center since people knew what they were getting and lists were much more segmented
(Not a liar)