How Dell Simplified Email Template Design to Improve Engagement and - PowerPoint PPT Presentation

How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate JESSICA VOGEL Global Marketing Consultant Dell, Inc.

Jessica Vogel Global Marketing Consultant Dell, Inc.

Reference 2013 Dell presentation – what they were doing then In 2014 3

Creative complexity Low High COMPLEXITY Animated GIFs Live Email Video Adaptive Content Carousel Social Feed 4

Creative complexity Low High COMPLEXITY Animated GIFs Live Email Video Adaptive Content Carousel Social Feed Transformational Moment: Simple changes drive results too. Headers and Footers 5

Control: Navigation aligned with site experience 6

Treatment: Navigation as recovery module 7

The Test: Side-by-side Footer Icon nav. Header Text nav. 8

The Test: Side-by-side Double Digit Increase in Revenue per Email 9

Results: Clickthrough rate Lif Lift in in clic clicks was as si significant but t not ot lar large. Consumers were more lik likely to o engage with ith th the hero when moving the top navigation to the mega-footer. 10

Results: Revenue Revenue lift lift is is where we sa saw dou ouble le-dig igit growth. Those who clicked were more likely to convert. 11

Results: Unsubscribes The mega-footer did id correlate to o an an in incr creased op opt-out rate, but it’s not a great concern. 12

Test ideas • Creative Treatment to revenue-driv ivin ing na navig igational l el elements like “Dell Outlet” or “Deals” 13

Test ideas • Creative Treatment to revenue-driv ivin ing na navig igational l el elements like “Dell Outlet” or “Deals” • Highlighting the na navig igatio ional l po pod d wi with the the corr orrespondin ing her hero o top opic ic 14

Test ideas • Creative Treatment to revenue-driv ivin ing na navig igational l el elements like “Dell Outlet” or “Deals” • Highlighting the na navig igatio ional l po pod d wi with the the corr orrespondin ing her hero o top opic ic • Test including key CTAs As in n the the hea header like “Coupons,” “Advantage Rewards” and “Financing” 15

Test ideas • Creative Treatment to revenue-driv ivin ing na navig igational l el elements like “Dell Outlet” or “Deals” • Highlighting the na navig igatio ional l po pod d wi with the the corr orrespondin ing her hero o top opic ic • Test including key CTAs As in n the the hea header like “Coupons,” “Advantage Rewards” and “Financing” • Leverage the header space for anim animated GIF GIFs (or (or “bugs”) 16

Top takeaway Don’t forget the bones of the email — a lot of business performance can be won or lost in the structure . 17

Thank you Jessica Vogel Dell, Inc.