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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) [email protected]
Amanda HinkleOnline Marketing Strategist(650) [email protected]
