How HomeAdvisor Tested More Relevant Content to Better Tap Into Subscribers’ Motivations and Increased Session Title Conversion by 85% JILL MCEWAN Director of Direct Marketing HomeAdvisor
Jill McEwan Director of Direct Marketing HomeAdvisor
Challenge: Deliverability problem • Rebranded from ServiceMagic to HomeAdvisor in 2012 We were sending to a very large, yet stale , list of subscribers • Sending out a cookie-cutter newsletter that was a one-size-fits-all approach • 4% open rate 3
Goals • Take a lifecycle approach • Focus on engagement Build our brand • Improve deliverability through email marketing 4
Engaging customers throughout the lifecycle Establish as Customer Opt-In Trusted Brand Create Engaging Reactivate Subscribers Newsletters
New customer experience • A homeowner visits HomeAdvisor.com looking for quotes on a home improvement project • We collect information about their project, location and personal information • An account is created
Opt-in/growing your list Test • Pre-checked versus unchecked box Results • 82% increase in opt-in rate 7
Establish as a trusted brand Establish as Customer Opt-In Trusted Brand Create Engaging Reactivate Subscribers Newsletters
Use welcome series to build trust in brand Control Treatment Newsletter Template Simple Template 9
Control Treatment Newsletter Template Simple Template Results: Treatment won • +47% increase in clickthrough rate • +24% lift in conversion rate 10
Use welcome series to build trust in brand Control Treatment 11
Control Treatment Results: Personalization won • +5% increase in clickthrough rate • +28% lift in conversion rate 12
Process Establish as Customer Opt-In Trusted Brand Create Engaging Reactivate Subscribers Newsletters
Conversion
Engagement
Engagement Conversion 18
Engagement-focused editions Conversion-focused editions S/L: Quick Tips for Hiring a Roofer in S/L: Granite’s OUT. <City> Here’s What’s IN. S/L: Is the Dining S/L: Bathroom Room Dead? Remodeling 101 19
Engagement-focused editions Conversion focused editions Quick Tips for Hiring a S/L: Granite’s OUT. Roofer in <City> Here’s What’s IN. Results: • +5% increase in open rate • +18% increase in clickthrough rate S/L: Is the Dining Bathroom Room Dead? Remodeling 101 20
Newsletter animation Static versus animated image 21
22
Results: Animation helped conversions • Tiny increase in clickthrough rate • +5% lift in conversion rate 23
Three articles Two Two articles stacked articles side-by-side stacked 24
Results: Improve clickthrough rate by C B increasing the number of articles A • +5% lift in clickthrough rate with three ar artic icle les 25
Increase clickthrough and conversion by optimizing mobile email Responsive Unresponsive design design 26
Increase clickthrough and conversion by optimizing mobile email Results: Responsive won Responsive Unresponsive • +2% in clickthrough rate design Design • +13% lift in conversion rate 27
Using email click data to deliver relevant content 28
S/L: S/L: Bathroo oom Rem emodeli ling Designs: What’s Your Style? A S/L: S/L: Ho How w Mu Much Sh Shou ould ld a a Ba Bathroo oom Rem emodel l Co Cost? 2 Days S/L: 3 Sim S/L: Simple le Proj ojects to o Ge Get t You our Home Ho me Resa esale le Read eady B 29
S/L: S/L: Bathroo oom Rem emodeli ling Designs: What’s Your Style? A S/L: S/L: Ho How w Mu Much Sh Shou ould ld a a Ba Bathroo oom Rem emodel l Co Cost? 2 Results: Relevant content won Days • +15% lift in open rate S/L: 3 Sim S/L: Simple le Proj ojects to o Ge Get t You our • +16% lift in clickthrough rate Ho Home me Resa esale le Read eady B • +94% lift in conversion rate 30
Using site activity data to deliver relevant content 31
S/L: S/L: Remodeli ling Co Costs ts in n <Cit <City>. Cus Customer loo ookin king for or rem emodeli ling quo quotes How w Much Sh Shou ould You ou Pay? A 1 Days S/ S/L: L: Wind ndow Co Costs ts in n <C <City>. . How w Mu Much Sh Shou ould ld You ou Pay? B 32
S/L: S/L: Remodeli ling Co Costs ts in n <Cit <City>. Cus Customer loo ookin king for or rem emodeli ling quo quotes How w Much Sh Shou ould You ou Pay? A 1 Results: Relevant content won Days • +35% lift in open rate S/L: S/ L: Wind ndow Co Costs ts in n <C <City>. . How w • +60% lift in clickthrough rate Mu Much Sh Shou ould ld You ou Pay? B • +94% lift in conversion rate 33
Re-engage inactive subscribers Establish as Customer Opt-In Trusted Brand Create Engaging Reactivate Subscribers Newsletters
What happens if people are inactive? Goal: Improve deliverability by finding engagement Domain and engagement segmentation thresholds by ISP Test • What will different ISPs/domains tolerate for your email? • Opened or clicked in X amount of time Results • Inbox placement with major ISPs • Low bounce rates across the board 35
Re-engage inactive subscribers Goal • Improve deliverability and remove dormant subscribers Campaign • Subscribers who had not engaged in over a year: Three emails, seven days apart • Sent to small groups over the course of six months Results • 20% reactivation rate 36
• Growth 2012 – - 2015: • +260% lift in open rate • +4% lift in click rate • +298% lift in conversions Email marketing • Growth 2014 – - 2015: program results • +19% lift in open rate • +10% lift in click rate • +85% lift in conversions
1. Manage to the lifecycle 2. Focus on engagement Top takeaways 3. Improve deliverability
Thank You Jill McEwan
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