D t b M k tiDatabase MarketingA Different Approach to Reach

Your Target AudienceYour Target AudienceMay 2010

Parties Involved inParties Involved in Database Marketing

AsiaOne:l i d bDevelop opt-in consumer databases

Key Metric: Open Rate

Client:i d i iDesign and Copy Writing

Key Metric: Click-Through Rate

ClientBest Practices1. Define your target audience – be as

precise as possible.p p

2 G t iti h dl d2. Great copywriting – users hardly read every email, especially <ADV>.

3 Get interested sers to do something3. Get interested users to do something –visit your website, do a survey, etc.

AsiaOneBest Practices•Most current opt-in consumer database.

•M h th t t di•Message reaches the target audience.

•More than 500 clients and sent more than 20 million emails.

Reaching YourTarget Audience

Send & Reach Target

Reach Means NOTeac ea s OGetting Into Spam Box

Message ReceivedMessage Received

• Email– 90.0% guaranteed to reach user’s inbox.% g– Very few competitors can match commitment.

• SMS and MMS– Reaching opt-in users in M1 & Starhub mobile

operatorsoperators.

• Location-Based• Location-Based– Target geographically (M1 & Starhub only).– Schedule according to campaign needs.g p g

Emails received dailyEmails received daily

Reference: http://www.radicati.com/wp/wp-content/uploads/2009/05/email-stats-report-exec-summary.pdf

Seconds of Attention SpanSeconds of Attention Span on the Internet

Reference: http://news.bbc.co.uk/2/hi/science/nature/1834682.stm

Enhanced EmailHow Does it Work for You?• Moving images grabs attention,

encourages to click through to YOURg gwebsite and promotes on-site conversion.

• Measuring effectiveness.– Traditional open and click-through rates.– # viewers time spent viewing geographical# viewers, time spent viewing, geographical

location, # viewed on iPhone and Blackberry.

Updated Opt-In Database

Registrations Added to AsiaOne Database MonthlyDatabase Monthly

Advanced Database SystemAdvanced Database System

Duplicates R dRemoved

Remove “Dead” DataRemove Dead Data

Invalid Email Add R dAdds. Removed

Analyzed DataAnalyzed Data

Track User BehaviourBehaviour

“Freshest” DatabaseFreshest Database

Behavioural Targeting

Every opened mail is TRACKEDis TRACKED

Every Campaign is Assigned aEvery Campaign is Assigned a Behavioural Category

Behavioural TargetingBehavioural TargetingCosmopolitan EnterprisingCosmopolitan EnterprisingCosmopolitan Enterprising

Travel Business

Sports Property

Cosmopolitan Enterprising

Motoring News

Entertainment Personal Finance

Lifestyle Personal

Shopping Health

Fashion & Beauty Computing & IT

Lifestyle Personal

Fashion & Beauty Computing & IT

Culinary &Wine Education

Parenting & Homes Crafts & Photographyg g p y

Available EmailAvailable EmailCosmopolitan EnterprisingCosmopolitan Enterprising

Travel 118,814 Business 75,923Sports 55,515 Property 114,205Motoring 67,971 News 56,956Entertainment 138,681 Personal Finance 114,205Lifestyle Personal

Shopping 70,741 Health 79,778Fashion & Beauty 31 010 Computing & IT 99 639Fashion & Beauty 31,010 Computing & IT 99,639Culinary &Wine 50,751 Education 92,620Parenting & Homes 35,555 Crafts & Photography 10,315

As of March 2010

Available MobileAvailable MobileCosmopolitan EnterprisingCosmopolitan Enterprising

Travel 120,576 Business 104,890Sports 58,466 Property 37,130Motoring 65,891 News 107,321Entertainment 227,834 Personal Finance 131,411Lifestyle Personal

Shopping 105,568 Health 79,923Fashion & Beauty 38 418 Computing & IT 144 148Fashion & Beauty 38,418 Computing & IT 144,148Culinary &Wine 61,099 Education 79,970Parenting & Homes 49,023 Crafts & Photography 7,542

As of March 2010

Available Email & MobileAvailable Email & Mobile Cosmopolitan EnterprisingCosmopolitan Enterprising

Travel 66,550 Business 41,378Sports 30,341 Property 17,491Motoring 37,665 News 37,864Entertainment 83,542 Personal Finance 75,615Lifestyle Personal

Shopping 43,290 Health 44,307Fashion & Beauty 21 152 Computing & IT 57 987Fashion & Beauty 21,152 Computing & IT 57,987Culinary &Wine 35,071 Education 52,579Parenting & Homes 25,592 Crafts & Photography 6,948

As of March 2010

Behavioural TargetingHow Does it Work for You?• Reach active users from your targeted

demographic base.g p

U d (i ti ) t ADV h• Users respond (i.e. active) to <ADV> when the category interest them.

Responses are backed b more than 20• Responses are backed by more than 20 million emails sent over 5 years.

E h d B h i l T iEnhanced Behavioural Targeting

IBU Analyzes Database Response Trends WeeklyResponse Trends Weeklyto Improve Performance

Consumer Behaviour Change Over TimeChange Over Time

When was the last response?last response?

Are the responses obvious?

Tracks BehaviouralChanges as Consumers Evolve• Behaviours are constantly checked to optimize open rate performance.

• Checks are done statistically, focusing on:

– How recent they opened emails.

• Users who open emails recently are considered to be better than those who opened 

some time backsome time back.

– Frequency of Opening Emails

• Users who opened emails of a particular category more often than others are considered 

more interested to receiving emails of the same type.

– Interval Between Opening Emails

• Users who opened more than 2 emails recently is more interested than others who 

opened the same number over a longer interval period.

Enhanced Behaviour WorksCampaign

Total Delivered  Open rate  Click RateTargeting

Improvement in 

Enhanced Behaviour WorksCampaign

(%) (%) (%)Targeting

Click Rate (%)

EntertainmentOpt‐In 98.89 24.68 1.35

ST and BT Subscriber

(Concert) EnhancedBehaviour

97.82 63.62 1.63 Entertainment 20.74%

Finance(Banking)

Opt‐In 98.28 26.78 0.88PMEB and age 25‐44

Enhanced(Banking) EnhancedBehaviour

99.73 49.39 2.13 Finance 142.05%

Computer & IT(Internet)

Opt‐In 94.12 15.61 2.22 age 16‐50

EnhancedB h i

99.29 66.7 7.06 Computer/IT 218.02%Behaviour

p /

For more information, please contact the following:

Contact : Darren YanMobile : +65.9182.5717Direct : +65.6319.2297Email : darreny@sph.com.sg