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

Running the Digital Relay with
EA Games Case Study
Morgan 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.

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

Let the relay begin..


The competition


Customer preference


Creating a winning strategy

Pertinence:
Having a clear decisive relevance to the matter in hand

Relevance combined with timeliness


Flying start...


Mid way through...


And finally


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


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



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


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


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 open
rates for the
subject line
containing stats


Mobile

•Smartphone sales have already overtaken
PCs, beating laptops since 2010

• 23% increase in mobile emails in 2011

• 40% of UK users consume their personal email on a
mobile device at home

• Paypal estimates mobile commerce will
exceed £2.6 billion by 2015


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

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 standard email
version was 52.42% 17

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 standard email
version was 50.30% 18

Viewing platform report

UK Platform summary (% of
opens) With iPhones and Androids dominating the
Mobile: 35% report, it is advisable that the user experience on
Webmail: 35% these handsets is catered for as a priority
Desktop: 30%
The mobile hosted versions are the best way of
FR Platform summary (% of providing the 'lowest common denominator' and
opens)
ensuring that a good mobile experience is
Webmail: 45%
available to all mobile users - however for iPhone
Desktop: 36%
and Android users, we should endeavour to do
Mobile: 19%
better
ES Platform summary (% of
opens) Use of media queries allows templates which
Webmail: 50% behave differently when viewed on mobile
Desktop: 30% devices thus presenting are more optimised
Mobile: 20% visual experience to the user

Mobile tracking into each mailing to ID trends


Social

• 504% increase in social media related emails in the past year
• According to Experian Hitwise 1 Facebook like = 20 visits to your
website


Social-specific communication


Social-integrated comms


Social-presence comms


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’


Thank you for listening

Morgan Goford
mgoford@cheetahmail.co.uk
Visit stand C17 for more information


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