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Proprietary and ConfidentialProprietary and Confidential
STRONGVIEW MARKETING SERVICESYour Full-Service Partner
Proprietary and Confidential
• Partners with clients to increase revenue and efficiency for their email programs
• Award-winning marketing services
• Recognized industry experts & thought leaders (Click Z, MediaPost, DMA, etc.)
• Industry-leading client satisfaction scores (Forrester)
OUR FULL-SERVICE TEAM
Proprietary and Confidential
Account Services
Account Management | Production Program Deployment | Process
Optimization | Deliverability | Training
Campaign Strategy | Program Analytics Program Optimization | Segmentation
Referral Marketing | Social Strategy
Creative
Creative Design | Landing Pages | Microsites Mobile Optimization | Social Integration Mobile Elements | Copywriting | Display
Technical Services
Implementation | Platform Upgrades Preference Centers | Production
Automation | Custom API & Integrations
Strategy
SERVING AS EXTENSION OF THE TEAM
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
THE CAST OF CHARACTERS
Proprietary and Confidential
• Industry leader with 10+ years of experience• Owner of overall customer satisfaction• Provides direction for continuous innovation and
growth for clients
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
THE CAST OF CHARACTERS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
• Owner of daily operations
• Accountable for program management
• Industry leader with 5+ years of experience
• Day-to-day contact
• 5+ years industry experience
• ISP relations & delivery management
• 3+ years industry experience
• Accountable for campaign execution & delivery
THE CAST OF CHARACTERS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
• Custom data integration• Automation and
efficiency tools• Custom reports
• Cross-channel strategy & program development
• Program optimization & actionable analysis
• Creative design & copywriting
THE CAST OF CHARACTERS
Proprietary and Confidential
PRODUCTION PROCESS
STRONGVIEW AUTOMATED WORKFLOW
What is submitted?
• Campaign Request Form
• PSD Files
• Assets
• HTML Files
• Dynamic Logic Matrix
• Target Definitions
What do we do
• Validate Code
• Render Test
• Mobile Optimize*
• Link/Open Tracking
• Dynamic Content
• Tests
• 41 Point QA
* Creative and responsive templates are an
option
Proprietary and Confidential
We pair our technology with expertiseGetting the most out of your programs takes a partnership of technology and services
We partner to determine the most effective approachThe audience, the offer, the information is collected or developed together to accurately align our industry expertise with the power of your brand
We align expectationsYour Account Team works together to turn your input into a brief as well as an initial strategy and execution plan
We deliver seamlessly With your approval, we begin to put your strategy into action by developing a strategic framework and an initial look and feel to your campaign
We continue to optimize beyond deploymentThe project doesn’t conclude just because it has delivered, the Account Team stays with you to validate its effectiveness and identify learning opportunities as we move forward
HOW WE DO IT
Proprietary and Confidential
More StrategicStrongView’s powerful self-service tool is used by our own experts, resulting in their delivery of full service capability resulting in less spend on production and a greater focus on program strategy.
Greater FlexibilityFrom full services to supervised use of our tool by our experts to on-site training to self-service, we can seamlessly move back and forth among full, collaborative, and self-service models allowing clients to add or subtract services based on calendar or project needs.
Seamless IntegrationIntegration with your data model and systems allows for a more succinct and streamlined look at your customers. Because there is no need to move all of this data from one place to another you can better access and leverage a single view of your customer.
HOW WE DO IT BETTER
Proprietary and Confidential
ACHIEVING SUCCESS FOR CLIENTS: COOKING.COM
Analyzing the Data
Analyses of customer base for persona alignment.
Optimizing Against the
Data
Response data used for further personalization of the content.
Taking Action on the Data
Welcome Series developed, includes progressive profiling
strategy.
Reduction churn by 29% and increased engagement by
198%.
ResultsGreat Success
WELCOME SERIES
Proprietary and Confidential
ACHIEVING SUCCESS FOR CLIENTS: IHG
Consolidating the process
Converging providers, streamlining creative, minimizing vendor headcount
Optimizing the global effort
Utilizing existing data to leverage revenue driving / multi-lingual campaign add-on’s, and resources
Implementingthe plan
Launching sophisticated marketing initiatives and
vertical-specific “best-practices”, across all brands
Market leading messaging tactics, exposing subscribers
to industry leading technology
InnovationForward thinking
INTERCONTINENTAL HOTELS GROUP
Proprietary and Confidential
IHG: RESULTS
108.5MRevenue
Growth 37% YOY
66%
Q4 2012 Q4 2012 Q4 2012
Revenue per email (RPE)
21%Open rates
16%Click-thru rates (CTR)
Proprietary and Confidential
Full Service Capability• Account• Strategy• Creative• Technical
More Strategic• Our people leverage advanced tools that result in them requiring less billable
hours
Flexible Deployment• Full, hybrid and self-service options, with ability to move among them• Expand and collapse based on calendar needs
Supports Central & Local Use• Central services can be deployed in combination with local office variations
SUMMARY
Proprietary and ConfidentialProprietary and Confidential
• Go to www.strongview.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongview• Facebook.com/strongviewinc
QUESTIONS
Proprietary and ConfidentialProprietary and Confidential
APPENDIX
Proprietary and Confidential
Process Review
Standardized Message Inputs
Automated Template Coding
Account Services Team QAs, Tests,
and Launches
Campaign Turn-around decreased to 3-days from
10-days
Man hours decreased to 96 hours/mo from 1,280 hours/mo8 full-time resources to
hand code message
Reduction in Errors & Increase in ROI
Creative
Technical
Account
Strategy
Faster, more efficient campaignsleads to higher ROI
EPSILON
IHG: CONSOLIDATION
Proprietary and Confidential
• Transactional Initiatives
• Template Redesign
• Promotional Initiatives
• Calendar Management
• Mobile Device Tracking
• Executive Dashboard
IHG: IMPLEMENTATIO
NImplementation Milestones
Implemented PCR & Brand transactional email templates
Redesign all email templates to deliver on best practices and brand GL’s
Implemented PCR & Brand promotional email templates
Instituted cross program deployment calendar management
Implemented platform and mobile device tracking
Designed executive reporting dashboard
Proprietary and Confidential
• Process Documentation
• Continuing Best Practices
• Disaster Recovery Prep
• Media Redundancy Plan
• AMEA Full Service Work
IHG: IMPLEMENTATIO
NImplementation Milestones (cont.)
Created process and training documentation for all email programs
Established IHG specific best practice documentation
Established disaster recovery communications plans
Digital Asset Manager back-up plan established
Took over full-service work for AMEA’s PCR Newsletter
Proprietary and Confidential
• Cross Sell Marketing
• Program Categorization
• Multi-Lingual Unsubscribes
• Template Consolidation
• Template Redesign
• Web Analytics Transition
IHG: OPTIMIZATIONOptimization Milestones
Enabled Cross Sell Marketing: per offer reporting across all programs
Categorization for email programs reflecting the purpose of the
Consolidated multi-lingual unsubscribe pages & surveys
Consolidated dynamic content to one block of verified source code
Template redesign matching dialogue marketing efforts
Managed transition from Coremetrics to Omniture
Proprietary and Confidential
• Mobile Key Messaging
• Countdown Clock
• Mobile Optimization
• User Generated Content
• EMEA Preference Center
IHG: INNOVATIONInnovation Milestones
Implemented Mobile Key messaging
24-hour flash sales program executed on proprietary countdown clock technology
Mobile optimized monthly eStatement customer emails
Automated the process of placing customer reviews in emails
EMEA preference center built to allow for list imports from hotels
Proprietary and Confidential
IHG: COUNTDOWN-CLOCK, 08.14.2012
Solution SummaryStrongView created and provided a countdown clock that was embedded into an email template and a website. The clock was designed to provide a countdown based on the date/time of their single selected event. Asset SummaryWe provided the clock as a GIF / 8 bit PNG file.
Marketing ObjectivesIHG is pairing a flash-clock creative element with subject line testing, seeing whether leading with the time or the discount amount will drive more engagement. Subject Lines1) 24 Hours Only. 50% off Reward Nights2) 50% off Reward Nights. 24 Hours Only.
ObservationsThe most successful Adhoc email launched in ‘12 from both engagement and revenue perspective. This is credited to a well thought out strategy and rich offer. The subject line test with the symbol generated slight lift in open rates for Split 1, and the 24 hour countdown clock generated a sense of urgency (presumably) to take advantage of the offer
Proprietary and Confidential
IHG: COUNTDOWN-CLOCK, 11.02.2012
Solution SummaryWe created and provided a countdown clock that was embedded into an email template and a website. The clock was designed to provide a countdown based on the date/time of their single selected event. Asset SummaryWe provided the clock as a GIF / 8 bit PNG file, a sized specified by IHG. The image will be utilized for a one-time campaign with an approximate quantity of 1M members (max).
Marketing ObjectivesMembers were presented a discount for 24 hours when using points to redeem gift cards.
Subject Lines★Save 25% on gift cards and brand merchandise! Offer ends November 2 at noon EST
ObservationsThe flash sale was a great success and surpassed their channel benchmark on all levels. This is their most "engaged" segment though, so this was expected, but not at this level.
Proprietary and Confidential
IHG: COUNTDOWN CLOCK: REPORTING
11.02.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")
08.14.2012 | Segments: All active PA2 and elite PCR members (known here as "STANDARD")
Click ActivityEN Split 1 = 1) Primary CTA (70.6% of clicks) 2) Account (9.2 % of clicks) 3) Subhead (5.8 % of clicks)EN Split 2 = 1) Primary CTA (70.6% of clicks) 2) Account (9.4 % of clicks) 3) Teaser (5.7 % of clicks)ES Split 1 = 1) Nav Login (51.0% of clicks) 2) Booking Module (21.9 % of clicks) 3) Nav Rewards (3.9 % of clicks)ES Split 2 = 1) Nav Login (50.5% of clicks) 2) Reservation (20.5 % of clicks) 3) N/A
PA2 = 1) Primary CTA (65.3% of clicks) 2) Nav Login (13.6 % of clicks) 3) PCR.com (3.1 % of clicks)STANDARD = 1) Primary CTA (69.1% of clicks) 2) Nav Login (10.3 % of clicks) 3) Flights Anywhere (2.8 % of clicks)
Click Activity
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Day 0 Day 4 Day 8
COOKING.COM WELCOME PROGRAM: MAILINGS
Proprietary and Confidential
• Lift in Open rate of 41.83%• Lift in Click through rate of 7.68%
• For profiled users, average open is 51.2% and average click through rate is 22.9%!
• 29% decrease in disengagement (complaints and unsubs)
• Increased conversions form old 1-email welcome program to 3 emails with more relevant, behaviorally targeted content
LIFT IN OPENS, CLICKS AND CONVERSIONS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
The transition to StrongView was seamless and quickly put an end to our skyrocketing email costs – not to mention the improved support we’re receiving from their top-notch deliverability and strategic services teams.
THE CAST OF CHARACTERS
Proprietary and Confidential
• Industry leader with 10+ years of experience• Owner of overall customer satisfaction• Provides direction for continuous innovation and
growth for clients
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
THE CAST OF CHARACTERS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Your dedicated “go-to” person leverages a clear understanding of your business and unique marketing objectives to help ensure your complete success.
Proactive account management & customer service
Program assessment & recommendations
Benchmark analysis Periodic reviews Best practice
consultation Training
Dedicated Account Manager
THE CAST OF CHARACTERS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER TECHNICAL SUPPORT LEAD
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
Provides personalized support from an expert who has a deep technical understanding of your implementation, including marketing programs and business objectives.
Dedicated Tech Lead
Dedicated support engineer serves as you main contact for all cases
Detailed knowledge of your specific email infrastructure and practices
Informed & most expedient response to questions
Weekly status meetings
THE CAST OF CHARACTERS
Proprietary and Confidential
ACCOUNT DIRECTOR
DAILY ACCOUNT TEAM
ACCOUNT MANAGER
PROGRAM MANAGER
EMAIL PRODUCER DELIVERY SPECIALIST
EXPERT SERVICES
STRATEGIC CONSULTING
CUSTOM DEVELOPMENT
• Custom data integration• Automation & efficiency
tools• Custom reports
• Cross-channel strategy & program development
• Program optimization & actionable analysis
• Creative design & copywriting
THE CAST OF CHARACTERS
Proprietary and Confidential
• 3 products – PCTuneUp, Antivirus, Mobile
• Target: Existing PAID and FREE customer base
• Duration: 1 month (holiday season)
• A/B Testing with Incentives / No Incentives
• Seasonal Theme of Sharing – to test Referral
Program
ACHIEVING SUCCESS FOR CLIENTS: AVG
Proprietary and Confidential
AVG SEASON FOR SHARING
Intro Panel by ProductInvitation Received
Goals for Campaign:
• Drive Interest in top paid products: PC Tuneup, Antivirus, Mobile• Provide a free product download as a gift to new customers acquired• Convert those that try the gift to become subscription-based customers
Proprietary and Confidential
AVG SEASON FOR SHARING
Campaign Action = DownloadKey Takeaways:
• 15,800 Participants to
Campaign
• 99,500 Initial Views (Intro
Panel)
• 21,000 Invites Sent
• 90% of Invitations by
• Click Rate of Invites: 30%
• 3,986 Campaign Actions
• 65% of Invites Clicked,
ended in a Product
Download (Conversion Rate)
• Twice the common conversion rate
(of 30%) that are most successful
campaigns experience.
Proprietary and Confidential
Ask a ?
Form a Hypothesis
KPIs/Baseline
Create TestSegment Test
& Control Lists
Measure & Analyze Results
Optimize based on Results
STRATEGIC TESTING METHODOLOGY
1. Ask a question2. Form a Hypothesis 3. Determine KPI’s and
establish a baseline4. Create the test5. Segment the list6. Measure & analyze the
results7. Optimize based on
learning'sWhat question are you
trying to answer?
Proprietary and Confidential
PUT TOGETHER THE RIGHT TEST MATRIX
Type(pick one)
Variable(one for a/b, a
few for multivariate)
Metric(one
primary)
Duration(pick one)
A/B (Single Factor)
Multivariate
Subject From Name Format (HTML,
Mobile) Content (e.g. pre-
header text) Timing (day, hour,
time zone, etc.) Offer Call to Action Layout/Location Style (Font, Color,
etc.) Sequence Program (e.g. # of
emails) Personalization Other
Delivered Open Rate Click Rate Clicks-to-Open Conversions Revenue Revenue per
Email ROI Complaints Opt-Outs Forwards Shares
Set time (e.g. 30 days)
Set amount (10% of list, one batch, etc.)
Confidence level (e.g. 98%)
Manual End
Additional Tests
Audience Segments
Lifecycle Stage Purchase &
response Behavior Triggered
campaigns Device type Frequency/
Cadence Cross-channel
integration
Proprietary and Confidential
Biographical Sketch 15 years of email & cross-channel marketing experience Strategic Client focus leveraging ESP and Agency services to
increase delivery, customer engagement, conversion and retention Domestic & International Interactive marketing experience Industry focus – Retail, Travel & Entertainment, Technology,
Financial, and Media Industry representative/speaker - AdTech, Email Insider Summit,
eTail, Dreamforce DMA & Email Experience Council member Education: Regis University
Areas of Expertise Cross-channel program integration: email, social, mobile, display and
direct, and POS Customer Acquisition, Purchase, & Retention Lifecycle marketing Channel Analytics, Attribution and ROI performance Behavioral/Response marketing & individualized campaign
development Audience persona & segmentation development strategies Email optimization, testing and engagement strategies
INTRODUCTION TO YOUR HEAD OF STRATEGY
37
Katrina ConnVP Marketing
Services
Proprietary and Confidential
Called “StrongView’s design power” Mike currently tackles any of the 500+ client campaigns, from mobile optimization to full redesigns. Creating lasting campaigns with a fresh approach and proven results.
Previously work included, ACD at Hill Holliday, NY responsible for the agency's Verizon B2B/CRM, General Motors and Sirius Satellite Radio Business. He was instrumental in developing Hill Holliday into a National powerhouse with his creative strategy and off the wall approaches. Before that Mike was at McCann Erickson, NY building brands and customer loyalty for fortune 500 auto and tech companies. Clients include Xbox Live, Sprint, Mastercard, Hallmark, Gateway, Marriott and Buick.
Although mike has won numerous industry awards, (DMA’s, Caples, Echo’s..) he's most proud of his 2nd place "Mr Muscle" trophy, awarded by his hometown at the tender age of 4.
MIKE GENTILE, ASSOCIATE CREATIVE DIRECTOR