BlueHornet Presentation to San Diego AMA

Helping b2b and b2c companies maximize their use of email, social and mobile strategies to increase revenue and extend customer lifetime value.

Ryan PhelanVice President, Strategic ServicesBlueHornet

@ryanpphelan

Thinkpast keynotespast conferencesyour programyour goalsyour challengesyour customer

1,000 CONSUMERS

• U.S. Based Consumers• 77% own a smartphone• Selected ages between 18 and 45• 79% were employed• Diverse ethnic mix• 77% earned $35,000+• 35% live in urban area; 65% in

suburb

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

• See the results of our survey

• Listen to what consumers really think about email

• Learn from Ryan on actionable strategies

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

Discounts, Product Updates and Love of the Brand are the top 3 reasons for signing up for

email

• Incorporate preference centers into your welcome process

• Don’t take advantage of the trust

• Test pricing and discount strategies in your emails

• Test calls to action between “Learn More” and “Buy Now”

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

75% of consumers expect to receive a welcome email

• Make sure that you have a welcome email sent instantly after registration

• During registration, test asking what they want out of the relationship

• Cadence should be rooted in relevant content to the consumer at each phase of development

• Don’t bombard the consumer

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

69% of consumers delete emails that don’t look good on a mobile device

• Don’t be lazy marketers, optimize your emails for mobile devices

• Use effective subject lines and pre-header text to assist in the “triage”

• Use segmentation to group mobile users from desktop users and track performance

• Over half of respondents triage email

© Digital River Inc. , Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000© Digital River Inc. Source: BlueHornet Online Email Behavior Survey, Feb 2012 n=1,000

Relevance and Frequency continue to be the primary reasons for Unsubscribe

• Relevancy (31%) and Frequency (30%) are still the top two reasons for unsubscribe

• Think strategically first, tactically second about your email program

• Make sure your emails provide value

• Use segmentation to send engaged groups emails – utilize Win-Back Programs

• Think strategically first, tactically second about your email program

• Make sure that you have a welcome email sent instantly after registration

• Cadence should be rooted in relevant content to the consumer at each phase of development

• Don’t be lazy marketers - optimize your emails for mobile devices

There are real people getting your emails – don’t forget that