Session Title 10.3% conversion rate and a leg up on the competition - PowerPoint PPT Presentation

Cutting Through The Noise: How Ebates integrated compelling content into its seasonal campaigns and earned a Session Title 10.3% conversion rate and a leg up on the competition DER DEREK KA KAZEE EE Director of Retention Marketing Ebates

Derek Kazee Director of Retention Marketing Ebates

Combining the art and and scie ience of marketi ting • Analyze historical data for trends • More shopping before and after Black Friday • Mobile shopping on Thanksgiving increased • We created our own holidays to capture new behavior • Learn from other brands — what to do and what not to do 3

Transformational moment Our goal for the Cyber Days Preview Campaign was not to sell but rather to inform and engage in a new way to create a loyal member base heading into the crucial Q4 holiday shopping season. Keys to success • Executive buy-in in 4

Gettin ing executive buy-in in How did id we se sell ll in internall lly? • Proven results from 2014 campaign • Supporting evidence that consumers are responsive to the ‘fun tone’ of email • Taking a risk yields success • Drive to exceed consumer expectations 5

Keys to success • Member engagement 6

Addit itional keys • Go beyond the single channel transaction and look for new ways of of en engagemen ent • Connect with your audience on an em emotional l le level el • Str trength then cu customer rela elationship ips by engaging them in new, cool ways • Be Be in innovativ ive, fle flexib ible le and res esponsiv ive 7

2015 promo schedule • Singles’ Day • Ebates’ Toy Tuesday • Ebates ’ Mobile Monday • Thanksgiving Promo • Black Friday Deals • Ebates ’ Luxury Sunday • Small Business Saturday • Cyber Monday Deals • Green Monday Deals • Last-Minute Gifts and Gift Cards • Pick-Up In-Store • Free Shipping Week 8

Keys to success • Breaking through th the noise ise 9

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Creativ ive example les 11

#Mobile leMonday Mobile Monday Results: 12

Cyb yber days previe iew email il result lts 2014 2015 • Open rate of 16. 16.5% • Open rate of 12 12.2% • Clickthrough rate of 2.3 2.3% • Clickthrough rate of 1.7 1.7% • Conversion rate of 10 10.3 .3% • Conversion rate of 11 11.7 .7% 13

Top takeaway Brands that seek to engage cu customers beyond th the si single tr transaction need to work toward sending more personalized, meaningful and engaging communications that connect with audiences on an emotional level.

Thank You Derek Kazee