strongmail webinar: increasing subscriber engagement

PROPRIETARY AND CONFIDENTIAL

Breaking Through to the Inbox: Campaigns that Compel Subscribers to Engage

February 17, 2011

• 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• Global Reach: North America, UK/EMEA, APAC• Top investors include Sequoia Capital, Globespan,

Evercore Ventures• Over 550 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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Increasing Subscriber EngagementKara Trivunovic, Senior Director, Strategic ServicesAmanda Hinkle, Online Marketing Strategist

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ISP’s Are Filtering on Engagement in 2011

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Email Marketers Are Making Engagement a Top Priority in 2011

Increasing Subscriber Engagement

Improving Segmentation and Targeting

Integrating Social Media and Email Marketing

52%

49%

43%

Source: StrongMail 2011 Marketing Trends Survey, 925 Global Email Marketing Respondents; Question: What are your most important email marketing initiatives in 2011?

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engagement [en-geyj-muh nt]

Open Rate

Click Through Rate

Conversion Rate

Value of an Email Address

Message Reply Rate

Brand AwarenessRevenue per Email

Revenue per Campaign

Length of Subscription

Opens Over Time

Clicks Over Time

Meaningful Brand Experience

Offer Timely Subscriptions to an Email Mini-Series

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Series of 5 emails themed around a seasonal event

Offers exclusive content, only

available through email subscription.

Mystery Coupon… Click and Shop to Find Out!

Mystery Coupon offers potentially huge savings…

you could get 100% off!

Makes them get all the way through the shopping

process before revealing the discount.

Clear message and call to action.

Create a Sense of Urgency & Promote Cross-Channel Engagement

Conveys last chance message with a tight expiration window.

Offers mobile and social media incentives to drive

multi-channel engagement.

Allows individuals to find a nearby store.

Give Them a Second Chance

Provides an incentive to those who haven’t

completed their double opt-in

Use pre-header text so can read on a

mobile device

Easy one-click redemption

Thank Your Subscribers… People Like to be Appreciated!

Branded “FanMail” series conveys that

they’re part of something special.

Setting expectation for future offers increases

email open rates.

Automatic entrance into a Sweepstakes gives

them something for little to no effort.

Ask Your Subscribers for Their Opinions

Offer your subscribers rewards in exchange for their

opinions and insights.

Optimize for image suppression so they can always see the

offer.

Charitably Motivate Existing Subscribers to Refer New Business

Fosters a sense of community via social integration – results are

posted to Facebook to track the overall impact on the charity.

The compelling offer encourages the recipient to take action and

share the experience with friends.

Online & offline components drive multi-channel

engagement.

Create a Sense of Urgency with Your Business Model

Over 2 million subscribers expect their email to be

delivered in the same 10 minute window every day.

Offers are dynamically customized based on prior

purchase history and brand affinity.

Uses deliverability reporting to filter out non-responder

segment, treat differently.

Use Dynamic Content to Make it Relevant

Personalized offers triggered based on unique

profile data

New Hotmail and Yahoo interactive functionality

enables search within email

37,000 versions driven off of one email template

Foster Deeper Loyalty by Giving Them a Voice

Introduces personalized, interactive features with an

incentivized call for user feedback.

Provides clear 1 – 2 – 3 instructions for what to expect on the new site.

Clearly articulates the value to the user and what to

expect.

Products?..... What Products?

Halloween shopping email

doesn’t feature any products.

Uses riddles to drive click-

throughs... Tie answers to unique

products on the webLong email

encourages scrolling and

further engagement.

When in Doubt... You Can Always Bribe Them

Offers an incentive for opting into the email list.

Provides clear instructions and a single call to action.

Get ‘em While They’re Hot

Uses triggered alerts to send contextually relevant

emails when the subscriber is most engaged to drive

sales.

Social integration drives engagement in other

channels.

Offers a discount if they take action.

Thank You!• Go to www.strongmail.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongmail• Facebook.com/strongmail

Kara TrivunovicSr. Director, Strategic Services(219) 365-6445ktrivunovic@strongmail.com

Amanda HinkleOnline Marketing Strategist(650) 421-7125ahinkle@strongmail.com