This document summarizes three email marketing campaigns by Jon Spenceley of Vidyard. The first campaign used humor by featuring an "Angry Matt" video to promote a Forrester report, which increased click-through rates and conversions compared to a normal email. The second campaign tested custom versus template content and found template content saved time with similar results. The third campaign personalized videos with names and saw huge increases in open and click-through rates. The key lessons were that humor, testing, personalization and automation can improve email marketing results.
7. MAKING FORRESTER FUN
▶ Forrester Reports
▶ Industry leading
▶ Analyst reports
▶ Obscenely expensive
@jonspenceley jon@vidyard.com
8. MAKING FORRESTER FUN
▶ Executive Q&A: How Personalized Video Works And
What It Can Do For You
▶ Much more reasonable:
@jonspenceley jon@vidyard.com
9. MAKING FORRESTER FUN
▶ Who’s our audience?
▶ Marketing managers that want the report
▶ Probably don’t want to pay for the report
▶ Why?
- Not in their budget
- Not sure if the technology is right for them
- Because nobody wants to piss off their CFO!
@jonspenceley jon@vidyard.com
13. ▶ Social Results:
▶ Bonus: Angry Matt ad had 46% more conversions!
MAKING FORRESTER FUN
@jonspenceley jon@vidyard.com
Normal Angry Matt
CTR 0.35% 0.53%
14. MAKING FORRESTER FUN
▶ Subject: Increase
CTRs and Page
Conversions with
Personalized Video
15. MAKING FORRESTER FUN
▶ Subject: We made
our CFO angry so
you can increase
CTRs and Page
Conversions
16. MAKING FORRESTER FUN
▶ How’d it do?!
▶ Angry Matt email swept the board!
@jonspenceley jon@vidyard.com
Stat Normal Angry Matt
Open Rate 10.66% 12.61%
CTO 7.99% 12.69%
17. MAKING FORRESTER FUN
▶ Subject: We made
our CFO angry so
you can increase
CTRs and Page
Conversions
18. MAKING FORRESTER FUN
@jonspenceley jon@vidyard.com
▶ Lessons Learned?
- Humour works! Sometimes.
- Always test subject lines
- Integrated messaging is a bonus
- Don’t be afraid to brainstorm
19. WORK SMARTER NOT HARDER
▶ Sloths!
▶ Live in the rainforest
▶ Eat very tough leaves
▶ Evolved… to be special.
@jonspenceley jon@vidyard.com
21. WORK SMARTER NOT HARDER
▶ First started January 2014
▶ Wanted to entice people into reading posts
▶ Wrote custom content
▶ 150 emails later… this got time consuming.
▶ Hypothesis: Does custom content matter?
@jonspenceley jon@vidyard.com
22. WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
Open Rate: 24.74% CTO: 24.14%Open Rate: 22.64% CTO: 23.33%
23. WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
Open Rate: 21.65% CTO: 12.70%Open Rate: 18.73% CTO: 12.00%
24. WORK SMARTER NOT HARDER
▶ First email: Slightly better CTO
▶ Second email: Slightly better CTO
But…
▶ First email: 30 minutes
▶ Second email: 5 minutes
@jonspenceley jon@vidyard.com
25. WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
12/1/14
0:00
12/8/14
0:00
12/15/14
0:00
12/22/14
0:00
12/29/14
0:00
1/5/15
0:00
1/12/15
0:00
1/19/15
0:00
1/26/15
0:00
2/2/15
0:00
2/9/15
0:00
2/16/15
0:00
HTML Open Rate
Click to Open Ratio
27. WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
▶ Lessons Learned?
- Don’t do extra work if you don’t have to
- Don’t believe your first split test – we actually did 4
- Pick ONE thing and test it if you really want results
- Saving 25 minutes per task adds up fast when you
repeat that task 3 times per week, every week
28. THAT’S MY NAME, PLEASE WEAR IT OUT
▶ Everyone loves personalization
▶ Usually lame
▶ Sometimes ends in disaster:
@jonspenceley jon@vidyard.com
29. THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
30. THAT’S MY NAME, PLEASE WEAR IT OUT
▶ We use a ton of video
▶ Video has a HUGE click-through rate
▶ Can we personalize video?
@jonspenceley jon@vidyard.com
31. THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
32. THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 10.23% CTO: 11.33%
33. THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 34.89% CTO: 40.17%
Open Rate: 54.41% CTO: 56.76%
34. THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
35. THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
▶ Lessons Learned?
- Personalization packs a punch
- Be creative, but don’t overdo it
- Try new technologies when you have the chance
- Make sure you clean up your lists!
36. ▶ Make people feel something
▶ Find ways to optimize or automate some of your
creative content
▶ People love to be surprised, in a good way
@jonspenceley jon@vidyard.com