Connections 09 reflections and launch of SPPM
A few weeks after the wild ride that was the ExactTarget Connections 09 conference, the strategy, creative and customer lifecycle teams for Mighty Interactive here at Off Madison Ave have had some time to reflect on how it really impacted us.
On top of learning from freakishly smart industry colleagues, we were fortunate enough to be asked to participate in the conference’s “Design for Success” panel which featured three clients:
The competitors included ExactTarget’s own design team, Smith-Harmon, and our team from Mighty Interactive.
In July, the design teams were asked to produce an email for each client to be judged against one another in a competition format at the conference session. We (Mighty Interactive) participated in a similar panel, Email Fight Night, early in the year at the EEC (Email Experience Council) conference in Scottsdale, Ariz. The event allowed the attendees to vote for their favorite strategy and design live via text messaging.
The ExactTarget competition differed in one important way – the emails were actually sent out of each client’s ExactTarget account to calculate real results based on the email’s actual performance. Challenging and a bit nerve-wracking for our team as ExactTarget’s design team and Smith-Harmon business focuses exclusively on email. Regardless, we wanted to defend the belt we won at the previous email Fight Night.
Here is a quick look at the before and after for each client:
Marketing Experiments Before
Marketing Experiments After
AAA- Ohio Before
AAA - Ohio After
Pier 1 Before
Pier 1 After
Mighty Interactive captured the prize for Pier 1 based on the performance of the new email we created. Our success can be credited to initial research we conducted and the introduction of SPPM, a new subscriber product performance module which helps to enhance the overall product display and customer experience. (More to come on SPPM in future blog…I promise)
Based on the research and the creation of SPPM, our team made the email about what Pier 1 consumers were most connected to, the individual products. We eliminated barriers to establishing that connection by removing unfamiliar product vernacular, creating more interactive design features and enhancing navigation capabilities.
The success we experienced at the conference felt even better than at the Email Fight Night because it was based solely on our performance and how our team was able to most effectively solve business challenges to enable Pier 1 to accomplish real-world business objectives. Throw in the launch of SPPM, and the excitement it is generating within the industry, and it is no wonder we start to grin every time we think of this year’s conference.
About the Author: Mike Corak
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