- Overall Strategy
- Data Targeting
- The Mobile Advantage
- The Creative Strategy
- Targeting The 3 Groups
- Follow Up Messaging to Openers
- Facebook Email Enhancement
Conquest Integrated Email Campaign
The Overall Strategy: Cactus Sky is targeting “Auto Intenders” and “Truck Owners” with an informational message built around the “Motor Trend” recognition of the 2014 Ram as it’s Truck of the Year for the 2nd straight year.
The combination of engaging interactive content (including the Motor Trend video and a virtual interior spin of the truck) and responsive emails/landing pages will drive mobile activity and conversions.
The dataset of prospects will be targeted as 3 groups with slightly different creatives to optimize the messaging and engagement. After the initial deployment, a follow-up message will be sent to the “openers”. That message can be generic or highly targeted around such additional demographic selects like zip code, gender, age, etc.
In this proposal are some sample creative concepts mocked up around the Motor Trend Truck of the year creative assets. These are just concepts and not meant to be ﬁnal proposed creative. Cactus Sky will work with Chrysler to develop the optimal creative and messaging to ensure success.
90% of smartphone owners access the same email account on mobile and desktops
– Exact Target
More email is read mobile than on a desktop email client. Stats say 47% of email is now opened on a mobile device.
The number of mobile e-mail users is predicted to grow 28% in 2014 and 23% in 2015.
– The Radicati Group
78% of US email users will also access their emails via mobile by 2017.
– Forrester Research
Mobile received the largest percentage of unique clicks (40%), webmail was a strong second with ￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼￼35%.
Responsive Design : Anatomy of a Mobile Optimized Email
The Message: Develop the Email(s) and Landing Page(s) around the Motor Trend Truck of the Year – 2 Years in a Row with an “Informational” approach.
Interactive Assets: Motor Trend Video | Interior 360° Panoramic Spin
Three Audiences: Main content will be uniform across all prospects. However, the following elements will be tailored to each subgroup in the emails.
- Subject Line
- Title Copy/Banner in Email
- Call to Actions on Email/Landing Page Customized
Truck Intenders | Call to Actions could include:
Truck Owners | Call to Actions could include:
Auto Intenders | Call to Actions could include:
Data Selects: Our Data Partner can pull the people who opened the email and then allow for more targeted follow emails to be sent based on demographic information such as:
- Age Group
- Zip Codes
- Household Income
Timing: The follow-up messages would go out 3-5 Days after the last emails were delivered from Main Send.
Call to Actions: The follow-up emails could drive traffic to any one of the following:
- Chrysler Dealership Locator Page
- Targeted Landing Page based on Demographics
- Ram Specific Pages on Ramtrucks.com
Truck Owners from the target audiences will be loaded into a Facebook PPC campaign as a Custom Audience, and targeted campaigns will be deployed to increase open rates and conversions.
Email Link Tracking: Three unique tracking codes will be set up for the 3 variations of the emails being sent to the target groups. Each landing page will also be unique to the target group.
Email Reporting: Cactus Sky will provide detailed analytics for each of the deployments to the target groups. Reports will include total delivered, “Gross Opens,” “Gross Clicks,” and the links that were clicked.
Special Email Tracker: Cactus Sky will incorporate a special, separate email tracking code which will provide detailed analytics on locations of those opening, device and email client, length of time “reading email” and other useful metrics.
(Options) Retargeting: Cactus Sky can incorporate a retargeting campaign for the landing pages for an additional fee.