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JASON SIMON, SVP GLOBAL SALES, STRONGMAIL

EMAIL INSIDER SUMMIT12.10.12 PARK CITY, UT

“OWNING” YOUR ESPTHE BIG DATA & PERFORMANCE

EDGE

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WELCOME TO PARK CITY!

• There are some perils that come with sharing certain resources

• Architecture matters – today more than ever

• There are distinct advantages that come from single-tenant ESP

Proprietary and Confidential

WELCOME TO PARK CITY!

• There are some perils that come with sharing certain resources

• Architecture matters – today more than ever

• There are distinct advantages that come from single-tenant ESP

Proprietary and Confidential

THE DATA IMPERATIVE

• Sending email off of a single email file increasingly won’t work

o Marketing is being unsiloed…and systems are being interconnected

o Big data means creating campaigns with intelligence gleaned from multiple sources

• Marketing depts will soon have a bigger IT budget today than IT! (Gartner)

• How do you manage data today … and how much harder will it be tomorrow with a data-siloed ESP?

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STRONG APPROACH TO

DATAChallenge• Needed to consolidate ESPs, reduce cost, and

improve to time to market

Solution• Integrated their multi-channel campaign

management system (Unica) with StrongMail.

• Real-time, personalized offers to customers based on behavioral and pre-defined business rules

Results• Consolidated confirmation emails for 8 brands

down to 1 template with over 37,000 different variations

• 1-to-1 confirmation emails delivered in less than 2 seconds

• IHG’s subscriber engagement levels have “gone through the roof,” including a 7x increase in CTRs and a double-digit increase in revenue from email

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FUTURE-PROOF

ARCHITECTURE

Campaign Design & Automated Optimization

Analytics

Email Data

Legacy CRM

Web Analytics

3rd Party Data

Social Graph

Email Mobile Display Social Apps

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OPTIMAL SENDING

WINDOWSChallenge• Send 2M emails at once with precisely

targeted offers to arrive within 10 mins.

• Email marketing drives 70% or revenue

Solution• Improved email targeting with data mining

for more customization and personalization

• 10-minute delivery window means every customer has equal opportunity for available inventory during 48-hour sales

Result• Increased from 3 to 5 sales events per day

to 18 per day across 7 categories based upon subscriber engagement

• 7% increase in engagement with 12% increase in open rates and 25% boost in CTRs

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THE COST ADVANTAGE

• The more you understand email in relation to data and less about the service of sending, the more you will see the advantages of owning.

• There are many ways to own, making it very IT friendly.o On-premiseo In the cloud, managed by uso In the cloud, managed by you

• Optimize your email marketing budget – spend less on delivery fees and save more for integration, analytics, strategy and creative.

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A FEW OF OUR CUSTOMERS

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THANK YOU!

Jason Simon (650) 421-7151 jsimon@strongmail.com @jason_simon