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?
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?
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Kara TrivunovicVP Agency [email protected]
Amanda HinkleSr. Digital [email protected]