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MAKING PEOPLE LAUGH FOR FUN
AND PROFIT
@jonspenceley jon@vidyard.com
BACKGROUND
▶ Jon Spenceley
▶ Community Marketing
Manager
▶ @jonspenceley
▶ vidyard.com/blog
@jonspenceley jon@vidyard.com
AGENDA
▶ FUN!
▶ 3 Email Campaigns
▶ Why
▶ What Set Them Apart
▶ Results & Lessons Learned
@jonspenceley jon@vidyard.com
VIDYARD
To help companies drive revenue
through the use of Online Video
@jonspenceley jon@vidyard.com
@jonspenceley jon@vidyard.com
MAKING FORRESTER FUN
▶ Forrester Reports
▶ Industry leading
▶ Analyst reports
▶ Obscenely expensive
@jonspenceley jon@vidyard.com
MAKING FORRESTER FUN
▶ Executive Q&A: How Personalized Video Works And
What It Can Do For You
▶ Much more reasonable:
@jonspenceley jon@vidyard.com
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
MAKING FORRESTER FUN
@jonspenceley jon@vidyard.com
MAKING FORRESTER FUN
@jonspenceley jon@vidyard.com
MAKING FORRESTER FUN
@jonspenceley jon@vidyard.com
▶ 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%
MAKING FORRESTER FUN
▶ Subject: Increase
CTRs and Page
Conversions with
Personalized Video
MAKING FORRESTER FUN
▶ Subject: We made
our CFO angry so
you can increase
CTRs and Page
Conversions
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%
MAKING FORRESTER FUN
▶ Subject: We made
our CFO angry so
you can increase
CTRs and Page
Conversions
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
WORK SMARTER NOT HARDER
▶ Sloths!
▶ Live in the rainforest
▶ Eat very tough leaves
▶ Evolved… to be special.
@jonspenceley jon@vidyard.com
WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
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
WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
Open Rate: 24.74% CTO: 24.14%Open Rate: 22.64% CTO: 23.33%
WORK SMARTER NOT HARDER
@jonspenceley jon@vidyard.com
Open Rate: 21.65% CTO: 12.70%Open Rate: 18.73% CTO: 12.00%
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
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
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%
9/2/14
0:00
9/9/14
0:00
9/16/14
0:00
9/23/14
0:00
9/30/14
0:00
10/7/14
0:00
10/14/14
0:00
10/21/14
0:00
10/28/14
0:00
11/4/14
0:00
11/11/14
0:00
11/18/14
0:00
11/25/14
0:00
Series1
Series2
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
THAT’S MY NAME, PLEASE WEAR IT OUT
▶ Everyone loves personalization
▶ Usually lame
▶ Sometimes ends in disaster:
@jonspenceley jon@vidyard.com
THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
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
THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 10.23% CTO: 11.33%
THAT’S MY NAME, PLEASE WEAR IT OUT
Open Rate: 34.89% CTO: 40.17%
Open Rate: 54.41% CTO: 56.76%
THAT’S MY NAME, PLEASE WEAR IT OUT
@jonspenceley jon@vidyard.com
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!
▶ 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
Want more info?
Jon Spenceley
@jonspenceley
jon@vidyard.com

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Making People Laugh for Fun & Profit

  • 1. MAKING PEOPLE LAUGH FOR FUN AND PROFIT @jonspenceley jon@vidyard.com
  • 2. BACKGROUND ▶ Jon Spenceley ▶ Community Marketing Manager ▶ @jonspenceley ▶ vidyard.com/blog @jonspenceley jon@vidyard.com
  • 3. AGENDA ▶ FUN! ▶ 3 Email Campaigns ▶ Why ▶ What Set Them Apart ▶ Results & Lessons Learned @jonspenceley jon@vidyard.com
  • 4. VIDYARD To help companies drive revenue through the use of Online Video
  • 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
  • 20. WORK SMARTER NOT HARDER @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
  • 26. 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% 9/2/14 0:00 9/9/14 0:00 9/16/14 0:00 9/23/14 0:00 9/30/14 0:00 10/7/14 0:00 10/14/14 0:00 10/21/14 0:00 10/28/14 0:00 11/4/14 0:00 11/11/14 0:00 11/18/14 0:00 11/25/14 0:00 Series1 Series2
  • 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
  • 37. Want more info? Jon Spenceley @jonspenceley jon@vidyard.com

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