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artegic AG - Media Companies Campaign

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Company: artegic AG, Bonn, Germany
Company Description: artegic AG supports companies in the construction of loyal and profitable customer relations via online channels. Our service portfolio includes strategic consulting, technologies and business services for online CRM and dialogue marketing via email, mobile and social. artegic draws on the expertise from best practice with renowned clients, such as BMW, PAYBACK, ASUS, HYUNDAI and Ticketmaster.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Media Companies

Nomination Title: Launch of RTL TV NOW With Intelligent Email Variant Optimisation

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Short description of the submission:

During the launch phase of the video on-demand service TV NOW, RTL interactive focussed on an intensive email variant optimisation through artegic's ELAINE technology and Apteco's FastStats. Partially automated multivariate tests were developed for new customer acquisition with 154 email variants in a six-step campaign. The intelligent variant optimisation achieved a result uplift of 574% with open rates of up to 46,6%. Via a number of parameters, such as design, layout, content, call-to-action, subject, personalisation, etc. all essential criteria for a succesfull mailing were identified.

Genesis:

TV NOW launched its new offer in the beginning of 2016. Via the TV NOW portal or the app, subscribers have access to all broadcasted formats of the RTL group TV channels. TV NOW Plus customers receive the formats in better quality and with exclusive previews of popular television series. Prior to the launch of TV NOW, RTL offered different interactive video portals and subscription models for individual channels and even individual formats. The goal was to migrate subscribers to these offers in the new portal, i.e. to persuade them to subscribe to TV NOW.

Period of Use:

The launch campaign ran between 07 March and 22 April 2016 in six steps as previously mentioned. On each level, different parameters were tested.

Target Group:

The target group of the campaign were subscribers of previously interactive RTL video portals who were to be persuaded to subscribe to TV NOW.

Idea, Strategy and Implementation:

Within the context of this campaign, the following email parameters were tested and optimised:

- communicative approach (promotional, personal, service-oriented)
- salutation (formal or informal)
- colour of call-to-action buttons
- action prompts in the subject line (Please open, icons, customer information, favorite show personalisation etc.)
- benefits of the subscription (picture quality, variety of formats, flatrate, mobile optimisation, social proof)
- design (pictures, HTML or text)
- composition (short, long, bullet points, buttons)

With this multitude of factors, factor characteristics and thus different email variants (a total of 154 on six levels), the challenge consisted in identifying the truly decision-relevant criteria for a successful mailing, not only on the total distribution level but also for individual target groups. In order to further refine the approach, all available user data from the portals was used, such as viewed formats, favorite shows or viewing time. Furthermore the target group was segmented by their previous subscriptions, the remaining periods of the subscriptions and their app usage because RTL app users were also contaced via push messaging.

Results/Success:

Throughout all levels, 72% of existing subscribers and 5% of non-subscribers could be converted. After the campaign, the number of TV NOW users had gone up to 222% of the previous customer stock. On average, a result uplift of 574% could be achieved through multi-variate testing. The most successful email achieved an open rate of 46.6%, a click rate of 8.8% and a conversion rate of 2%.

Innovation:

During the launch campaign, a solution for the efficient control of multivariate optimisation developed by artegic was used. Through a variety of parameters, the solution identifies essential criteria (e.g. salutation, design, structure, content, call-to-action, subject, colour, time, personalisation etc.) for a mailing and helps to reduce expenses and complexity when creating variants. The process is based on artificial intelligence and for the first time uses the latest methods according to the statistical principle Design of Experiment.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

- multivariate testing with 154 email variants in a six-level campaign
- identification of truly decision-relevant criteria for a successful mailings
- user data from the RTL portals, such as viewed formats, favorite shows or viewing time was used for personalization
- complex Design of Experiment methods were used for testing
- 72% of existing subscribers and 5% of non-subscribers could be converted
- the number of TV NOW users had gone up to 222% of the previous customer stock
- open rates up to 46,6%