Get in the Game: How GamersFirst generated $875 for every 1,000 - - PowerPoint PPT Presentation

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Get in the Game: How GamersFirst generated $875 for every 1,000 - - PowerPoint PPT Presentation

Jan 03, 2024 130 likes •392 views

Get in the Game: How GamersFirst generated $875 for every 1,000 promo emails sent Presenters Frank Cartwright SVP of Product and Platform Development GamersFirst Justin Bridegan Senior Marketing Manager MECLABS Message and data rates may

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Get in the Game: How GamersFirst generated $875 for every 1,000 promo emails sent

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Presenters

Frank Cartwright SVP of Product and Platform Development GamersFirst Justin Bridegan Senior Marketing Manager MECLABS

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Interactive Poll

With regards to email testing, which of following best represents your organization’s efforts?

BASIC

Subject lines, personalization, copy

Text 2012 A to 64686

AVERAGE

Templates, timing, automation

Text 2012 B to 64686

ADVANCED

Validated tests, multi-varied options

Text 2012 C to 64686

EXPERT

All aspects tested & optimized

Text 2012 D to 64686

Message and data rates may apply

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The Challenge

To turn our email marketing program from a cost center into a profit center.

  • 1. How do we get more people through the

funnel?

  • 2. How do we get new users to become

purchasing customers?

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The Campaign

Step 1 – Discovering the path to conversion

Register Verify registration Log-in Purchase

100% of users 80% 60%

10%

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The Campaign

Step 2 – Sending the validation reminder

A/B test

  • Format
  • Graphic vs. text
  • Timing
  • 24 vs. 72 hours
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The Campaign

Step 2 – Sending The validation reminder

A/B test – Format Text

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The Campaign

Step 2 – Sending the validation reminder

A/B Test - Format Graphic

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The Campaign

Step 2 – Sending the validation reminder

Format Results

Text wins!

20% better!

Text Graphic

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The Campaign

Step 2 – Sending the validation reminder

Timing Results

24 hours wins!

17% better!

24 hours 72 hours

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The Campaign

Step 2 – Analyze validation email results

  • Tested for 3 months
  • Increased verified accounts by 200 more per day
  • 100 of those accounts logged into the game
  • 10 of those accounts became paying players
  • Using $125 LTV, this means $1,250 / per day
  • THIS IS FOUND MONEY! THIS IS WORKING! MORE,

MORE, MORE…

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The Campaign

Step 3 – Sending the login reminder

A/B Test – Login Reminder

  • Format
  • Graphic vs. text
  • Timing
  • 24 vs. 72 hours
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The Campaign

Step 3 – Sending the login reminder

A/B Test - Format Graphic

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The Campaign

Step 3 – Sending the login reminder

A/B Test - Format Text

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The Campaign

Step 3 – Sending the login reminder

A/B Test Results – Format

Graphic Text

Graphic wins! 10% better!

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The Campaign

Step 3 – Sending the login reminder

A/B Test Results – Timing

24 hours 72 hours

72 hours wins!

30% better!

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The Campaign

Step 3 – Analyze login reminder results

  • Tested for 3 months

 Added 7 more paying customers per 1,000 emails  Added $875 to bottom line

 MORE FOUND MONEY! THIS IS STILL WORKING!

GO, GO, GO

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The Campaign

Step 4 – Sending the purchase reminder

A/B Test – Purchase Reminder

  • Format
  • Character vs. without character
  • Timing
  • 15 vs. 30 days
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The Campaign

Step 4 – Sending the purchase reminder

A/B Test - Format With Character

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The Campaign

Step 4 – Sending the purchase reminder

A/B Test - Format Without Character

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The Campaign

Step 4 – Sending the purchase reminder

A/B Test Results – Format

Character Without Character

Character wins! 8.5% better!

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The Campaign

Step 4 – Sending the purchase reminder

A/B Test Results – Timing

15 days 30 days

30 days wins!

12% better!

15 30

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The Campaign

Step 4 – Analyze purchase reminder results

  • Tested for 3 months

 Added 7 more paying customers per 1,000 emails  Added $875 to bottom line

 EVEN MORE FOUND MONEY! THIS IS A BUSINESS!

LETS TALK TO THE BOSS ABOUT A RAISE…

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Key Learnings

  • Graphics don’t always work as well as text
  • When to send the email is just as important as

what’s inside the email

  • The validation and login winning approaches

were exact opposites

  • You can pay for your email process with just a

few emails

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Next Steps

  • Targeting user behavior
  • Long playtime but no

purchase

  • 3 or more days of inactivity
  • Lapse in subscription
  • Cross-promotion
  • Informing customers about

similar products

  • In-game rewards that

promote multiple brands