MarketingSherpa Video Archive

Email Marketing: Why one test triggered a 180-degree turn in how Whirlpool markets to consumers

Daniel Burstein, MECLABS, and Tom Mender, Whirlpool

When Tom Mender, Senior Database Marketing Manager, Whirlpool, left MarketingSherpa Email Summit 2013 and went back to the office, he took what he learned and immediately applied it to his efforts.

In just one email test in which he tested the number of calls-to-action, Mender experienced not just a lift, but a transformation.

In this webinar, Mender explained the results of that post-Summit test and how it led to a 180-degree turn in how Whirlpool markets to its customers. By using testing and optimization, this new strategy has created a test-and-learn culture at the world's leading global home appliance manufacturer.

Top takeaways from this webinar include:
  • Small changes can make a big difference

  • It's not all about numbers — it's about the culture

  • Let consumers make the decisions

Here is some feedback from the live webinar audience:
Very specific examples of both creative and metrics. Good coverage of process also. — Duncan

The 30-minute format is great. The speaker clearly articulated the problem and the steps
they took to correct. — Cathy

This webinar was a bit simple. — Bette

This campaign also earned Whirlpool an Honorable Mention in MarketingSherpa Email Awards 2014, presented by ExactTarget.

Download the slides to this presentation

Related Resources

Email Marketing: Whirlpool lifts clickthrough rate 42%, creates testing culture

Email Marketing: 5 tactics to personalize your email message for better results

Email Marketing: 142% higher open rate, 15% bigger list from retailer's strategy