Waterfall Industry* Insights

Kane Russell, VP of MarketingWaterfall

* SMS For Email Service Providers

The Waterfall Platform

Waterfall Mobile Corporate๏ Founded August 2005

๏ Offices in SFO (HQ), NYC & Austin

๏ Backed by Vista Equity Partners

๏ Cross-channel mobile & social CRM via SMS, MMS, QR Codes, IVR, Facebook & Twitter

๏ New updates available @ www.waterfall.com

๏ Mobile personalized engagement

๏ Custom application development

๏ Short code provisioning, certification & audit management

The Waterfall Platform

Reference Clients & Brand Campaigns

Agenda For Today’s Webinar

1. The mobile mindset

2. Select the best implementation

3. Create the ideal product features

4. Case studies

5. Takeaways

SMS & Email Integration

Source: Strongmail, 2012

Yes43%No

57%

Businesses that have integrated SMS and email

Digital Marketing Growth in the U.S.

2011 2012 2013 2014 2015 2016

$8,237

$7,057

$5,697

$4,238

$2,777

$1,652$4,995

$4,217$3,453

$2,760$2,119

$1,590

$2,468$2,262$2,066$1,875$1,694$1,510

Email marketingSocial media marketingMobile marketing

$3,242

$4,896

$6,998

$9,150

$11,274

$13,232 32%

10%

26%

38%

CAGR

Source: Forrester, 2011

U.S. Mobile, Social & Email Market Value ($s in millions)

Digital Channel Reach

Source: Mashable, 2012

98%

SMS Opened

FB News Feed Viewed

16%

Tweets Viewed

29%12%

Emails Opened

Digital Channel Immediacy

Source: Mashable, Mass Mailer, 2012

98%

SMS messagesopened within

3 minutes

50%

Emails opened within

6 hours

Digital Channel Visibility

Source: Mashable, Hubspot, 2012

Avg # of times people check

their phone daily

FB users who log in minimum

once per day

58% 43%

People who check email more than 4 times daily

150

Approach To Email & Mobile Integration

Source: Strongmail, 2012

Use mobile optimized web pages

Capture mobile number during email sign up

Use mobile optimized templates

Cross-channel email and SMS 21%

22%

25%

32%

From Multichannel To Cross-Channel

Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission.

Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer.

Channels

Brand

Channel Channel

Channel Brand}}CONSUMER

CONSUMER

Agenda For Today’s Webinar

1. The mobile mindset

2. Select the best implementation

3. Create the ideal product features

4. Case studies

5. Takeaways

The Choice

ESP creates an SMS enhancement to an email platform platform usingin-house resources.

ESP purchases SMS capabilities from a vendor and integrates into an email platform via API.

Buy

Build

Total Cost Of Ownership (TCO)

Software

Compliance

Support

Innovation

Analytics

Speed to market

Sales expertise

All of the following are crucial for an effective integrated email/SMS solution:

Risks Of Ignoring TCO

TCO Factor Ignorance Risk

Software Non-competitive short-term solution.

Compliance Legal fines and fees.

Support Unprofitable SMS and email integration.

Innovation Non-competitive long-term solution.

Analytics Unable to compute ROI.

Speed to market Customers switch vendors.

Sales expertise Insignificant revenue increase from integration.

Proper TCO Approach To Maximize ROI

TCO Factor Approach

Software Think business model / core competence first.

Compliance Acknowledge as a full-time job.

Support Develop portfolio of mobile-specific resources.

Innovation Take a long-term view.

Analytics Share insights from email and SMS.

Speed to market Minimal hassle scalability is crucial.

Sales expertise Be prepared to talk the talk.

Agenda For Today’s Webinar

1. The mobile mindset

2. Select the best implementation

3. Create the ideal product features

4. Case studies

5. Takeaways

Short Codes

1. ESP should select and provisions its own dedicated short code.

2. During the 8-10 week provisioning process, ESP uses a vendor or aggregator shared short code for testing.

3. Once live, ESP packages and sells campaigns on the ESP’s dedicated short code to its clients.

4. ESP develops necessary infrastructure to offer and manage a dedicated short code for high volume clients.

Keyword Lookups

An example keyword lookup interface. As the user adds a letter to the keyword, the system automatically updates to inform the availability.

Mobile Subscriptions Toggle

Single opt-in where end users subscribe simply by texting the keyword ATTSHOUT to the short code 44144.

Double opt-in where subscription does not occur until after the end user has taken an additional action, in this case replying “Y” to an SMS prompt.

Basic Text And Dynamic Content

Static Content (e.g. Basic Text Response)Process: content creator sets content; user requests content; content sent to user.

Dynamic Content (e.g. Dealer Locator)Process: content creator sets content; content connects to external data source; user requests content; application requests information from external data source; content delivered to user.

List Management

1

2

34

1 Keyword filtering

2 Metadata selection

3 Targeted blasts

4 Subscriber numbers

Analytics

1

23

4

5

1 MTs

2 Delivery

3 MOs

4 Clickthrough

5 Export

Tactics

List Management

Sync subscriber lists with appropriate batch cycle

Product Development

Offer solutions not officially released within the user interface

Customer Acquisition

Start by providing current customers with an upsell into their account

Agenda For Today’s Webinar

1. The mobile mindset

2. Select the best implementation

3. Create the ideal product features

4. Case studies

5. Takeaways

Heineken: Online Opt-in

Heineken: Online Opt-in

Takeaways

Do• Integrate SMS/Email Sign

Up• Include metadata

collection fields• Respond immediately

Don’t• Disregard the importance

of sign up incentives

PETA: Text “Y” Action Alerts

PETA: Text “Y” Action Alerts

Takeaways

Do• Channel optimization• Metadata integration

Don’t• Forget to communicate

results or outcome

Example: Results Communication

Text

Constant Contact: Crawl-Walk-Run

Takeaways ...

Do• Drive participation

with non-monetary and monetary incentives

Don’t• Fail to promote across

channels

Constant Contact: Crawl-Walk-Run

Takeaways ...

Do• Integrate features over

time

Don’t• Risk losing momentum

Bronto: User Interface

Bronto: User Interface

Takeaways ...

Do• Focus on the intuitiveness

of the user interface

Don’t• Fail to provide mobile-

specific content and resources for your customers

Art Of The Call To Action

Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI.

http://artofthecta.com/

Agenda For Today’s Webinar

1. The mobile mindset

2. Select the best implementation

3. Create the ideal product features

4. Case Studies

5. Takeaways

Four Steps To Effective Email + SMS

1. Implement

2. Integrate

3. Interact

4. Iterate

For more information visit www.waterfall.com

Contact us directly @ marketing@waterfall.com

Further industry insight available on our blog @ waterfall.com/blog/

More resources @ http://bit.ly/mobileindustryguides

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