PROPRIETARY AND CONFIDENTIAL

Achieving Success through Customer-Driven Marketing Innovation

Media Post Email Insider SummitApril 26, 2012

• Founded in 2002; Headquartered in Silicon Valley • Industry-leading email and social media

marketing technology platforms• Full agency services for email, social media, and

interactive marketing• Identified by Forrester as 1 of 6 email marketing

providers best suited for enterprise marketers• Global Reach: North America, UK/EMEA, APAC• Over 575 customers, catering to mid-sized to

Fortune 2000 brands• StrongMail customers include some of the world’s

largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries

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Who is StrongMail?

StrongMail Customers

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To quote Albert Einstein…

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What are your most important email marketing initiatives in 2012?

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Increasing Engagement

447

Segmentation & Targeting

412

Growing Opt In 301

Social Integration 229

Lifecycle Integration 186

Reengagement 182

Logic-Based Reengagement

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• The ChallengeNot all customers that appear dis-engaged are actually disengaged, however continuing to mail to a large audience of email inactives can have a negative impact on your deliverability and sending reputation

• The SolutionLeverage a real-time data overlay to better understand an individual’s likelihood of maintaining a customer status and target reengagement opportunities accordingly

Logic Based Reengagement

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Step 1Identify an audience segment that has met your definition of “unengaged”

Step 2Run data against a look-alike model within your email database to determine what portion of this audience looks most like your best customers

Step 3Create a target for those that look most like your best customers for a re-engagement campaign

Step 4Create a series of subject line and content/offer tests to determine the most effective combination in driving the reengagement behavior

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What are your biggest email challenges heading in to 2012?

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Data Integration 424

Resources and Staff 407

Content Management 374

Deliverability 310

Enhanced Welcome Engagement

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• The ChallengeCustomers are heavily engaged at the onset of a subscription, a time when marketers know the least about the customer

• The SolutionLeverage a real-time data append and interactive content elements to better understand new subscribers, creating a more relevant and effective Welcome experience

• The ResultA relevant first-impression is delivered to the customer creating a greater likelihood of ongoing engagement long-term

How it Works

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Step 1Customer Subscribes

Step 2Data is submitted and run real-time against an integrated third-party database to overlay available demo/psychographic data elements

Step 3All data elements are passed into the appropriate database

Step 4The first Welcome Message in a defined series is triggered

Step 5Content is generated dynamically based on the third-party data provided - if no match exists a default communication will be sent

Step 6An Interactive Poll will also be delivered within the content of the first message to collect additional profile information about the customer. Questions will be dynamically generated and driven by presence or lack of overlay data

Step 7Upon response to the Poll, data submitted will be written back to customer database for future targeting

Step 8Remainder of series will be automatically deployed – including content and poll questions dynamically served up and driven by previous engagement or lack thereof

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What do you see as the primary value of mobile as a marketing channel?

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2Expand Reach 270

3Awareness 260

Loyalty & Retention 331

SMS Cross-Channel Engagement

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• The ChallengeConsumers do not engage with brands in a single communication channel, making it increasingly important to recognize and talk to customers where they are, when they are there

• The SolutionLeverage automated tools to manage and respond to actions across channels in real-time

• The ResultIncreased customer engagement, affinity and revenue

How it Works

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Step 1Experience is initiated via a MO message specific to (for example) email subscribe, mobile coupon or ratings and reviews

Step 2MO message triggers a table look up to determine the appropriate response or action

Step 3Appropriate response is returned and if applicable an email subscription capture will be presented

Step 4Customer moves into a MO Welcome Series to further cultivate the relationship

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So what now?

To quote Albert Einstein…

“We can't solve problems by using the same kind of thinking we used when we created them.”

- Albert Einstein

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Questions?

• www.strongmail.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongmail• Facebook.com/strongmail

Kara TrivunovicVP Agency Servicesktrivunovic@strongmail.com650-421-7165

Amanda HinkleSr. Digital Strategistahinkle@strongmail.com650-421-7125