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Digital Marketing Fast Facts• Email Marketing:
173MM emails in FY2009, 119MM so far in FY2010 Who: Sanije Gjokaj, Mary Schneck, Dina Shirin, Wes Paisley, Kathleen Chambard What: Manage all Scholastic Email Campaigns
• Online Ads: 403MM ad impressions in FY2009, 215MM so far in FY2010 New! Facebook Advertising Who: Gabriela Acatrinei, Kathleen Chambard What: Manage all Scholastic.com and newsletter ads
• Search Marketing / SEO Who: Orange Soda (vendor), Kathleen Chambard/TBD What: Coordinate paid search across divisions and provide SEO recommendations
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Teacher Checklist
Subject Line: Free Monthly Planning Calendar
Sent 54,851
Delivered 54,428
Delivered %99%
Opened 36978
Opened % 68%
Clicked 36,040
Clicked % 66%
Unique 14,449
Unique % 27%
RANK Top 10 in opens and clickof all Scholastic
campaigns sent in 2009
Revenue $955
Conv: 0.16%
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SMP_WIntertail_V1_MIM_1594
Subject Line: Special Invite for Springfield’s Classrooms
Sent 14054
Delivered 13723
Delivered %98%
Opened 3488
Opened % 25.42%
Clicked 2717
Clicked % 19.80%
Unique 1066
Unique % 7.77%
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Sent 482179
Delivered 454421
Delivered %94%
Opened 38,124
Opened % 13.4%
Clicked 1300
Clicked % 8.39%
Unique 24644
Unique % 5.42%
Revenue: $93,994
Conv: 5.56%
TSO_- Teaching ResourcesSubject Line: 2 Days Only 50% OFF! Promo Code STR302
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Room for Improvement: Scholastic Store
Halloween Sale – 10/20
*Email summary based on the average of the 3 campaigns
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Gold Star: Back to Basics – Highest FY10 Revenue
Cyber Monday - 11/30
*Email summary based on the average of the 3 campaigns
•A follow-up final hours email deployed at 6:30 pm to non-openers from the original mailing. The email had a lower response: 8.7% open rate and 2.8 % CTR.
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Want a Gold Star Email?
• Plan ahead• Set campaign metric goals• Drive website visits • Drive revenue• Identifying customer need and responding• Include call-to-action above fold• Include engaging content such as links to video,
interactive tools or other exciting site features• Integrate email with site experience• Monitor lifetime value of customers• Effective landing page
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Missing the Gold Star• PDF brochure passed off as Email Creative• Little or no list segmentation• No creative or offer testing• Single subject lines on multi-segment
campaigns• Only Clearance Sale / Bargain Bin Offers• Repeated remails to non-openers• Single creative blasts to lists of 1 MM+• Not learning from campaign results• Design inconsistent with website• Poorly designed or NO landing page
(Landing pages: where you make a sale!)
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Email/Social Media Strategy
Goal: Engage your audience across channelsHow: Leverage email to gain FB fans & vice versa
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Email newsletter boosts Facebook awareness
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Add buttons to newsletter to encourage subscribers to follow you on Facebook and share via ShareThis
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Increase Facebook members with each newsletter
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Facebook promotion to drive newsletter subscribers: Promote your email newsletter to Facebook fans.
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Create a Facebook wall post that encourages fans to opt-in, and increase newsletter subscriptions
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Online Advertising
Top Ad Design Best Practices
1. Keep the messaging very simple and relevant to the channel
2. Include a call to action
3. Include a product shot and human form in the ad
4. Coupons/free trial offers/end dates work
5. Show brand prominently
6. Test creative
7. Tag ads for Omniture
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Teacher Channel
Internal campaigns:Teacher Store Online transitional: 18.17% CTRBook Fairs December: 0.56% CTRTeacher Store Online December: 0.46% CTR
External campaigns:Learning Resources: 0.28% CTRGeneral Mills: 0.24% CTR
What makes them shine?• Promotion of FREE products/giveaways or
introduction of new products• Clean design• Relevancy (factor in seasonality)
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Parents Channel
Internal campaigns:Stacks: 34.95% CTRScholastic Store Online: 34.61% CTRScholastic Media – iPhone: 0.69% CTRScholastic Media – I Spy: 0.51% CTR
External campaigns:Pampers: 1.23% CTRZyrtec: 1.17% CTR
What makes them shine?• 100% SOV works• Product launches with a buzz• Strong and clear call to action• Relevancy to Scholastic content (Pampers ad)
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Stacks Channel
Internal campaigns:Media - Goosebumps: 0.54% CTR
External campaigns:Sony Free Realms: 0.83% CTRSmartyCard: 0.78% CTR
What makes them shine?• Cool, interesting design and message
relevant to teens (“check it out”, “escape”, “panic”, “play”, “you rule!”)
• Association with events (Summer Reading Challenge, Halloween)