Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.

1. Big Data is nothing
but a Big Opportunity
Michael Fisher
President, Yesmail Interactive
Email Insider Summit
Friday, May 3, 2013

2. Yesmail Confidential 2
of customers don’t receive customized, channel
specific messaging
of emails are NOT received during the times
consumers prefer
of consumers have purchased as a result of
receiving an email promotion on their mobile
device

3. Yesmail Confidential 3
• Predict the need, desire, and
timing specific to your audience
• Know when to communicate to
your audience via their preferred
channel
• Deliver personalized, relevant
content
• Create repeatable engaging
customer experiences
Challenges a Plenty
“Many firms still operate in
organizational siloes and are
burdened with legacy technology
that hinders their ability to deliver
compelling cross-touchpoint
experiences.”
Managing The Cross-Touchpoint
Customer Journey | Dec 2012

4. Yesmail Confidential 4
 Have a single view of your
customer
 Stream one-to-one
communications with your
customers
 Analyze all customer touch-
point data all in one place
What if you could…
 Missed opportunity?
66% of consumers are
engaged via the web; 22%
via social, 38% via mobile;
24% via video
But consumers who interact
on multiple touch-points
want to be recognized as
they cross from touch-point
to touch-point.
Source: Forrester Research



5. Yesmail Confidential 5
Coordinating is Critical
Creative Insights Strategy
Competitive
Intelligence
DeliverabilityData
Engagement
Specialists
Campaign
Management
Technology

6. Yesmail Confidential 6
Intelligent Interaction is Critical
ANALYZE OPTIMIZE AUTOMATE EXECUTE
Analyze all
customer channel
data
Optimize your
channel strategy
based on data-
driven insights
Automate programs
for personalized
customer
experience
Execute campaigns
informed by
customer
preference

7. Yesmail Confidential 7
The Critical Questions …
What do your average customers and key
segments look like?
How do we improve retention
and increase sales to existing
customers?
What opportunities exist for
reactivation of lapsed
customers?
What are the best short term
opportunities to drive revenue
through its various channels
when using email as the primary
channel?
What’s your most lucrative customer
segment

8. Delivering Prioritized &
Personalized Email
Communications
A Case Study

9. Yesmail Confidential 9
Purchase Frequency
Size (# of Customers)
Revenue
Strategic Marketing Framework Overview
Number of 2012 Purchases
0 1 2 3+
Re-Acquire
(Lost)
Welcome / Welcome Back
(New & Reactivated)
Win-Back /
Lapsed /
Reactivation
Cross-Sell / Upsell /
Purchase
Occasions / Purchase Rate
Recognition
/ Retention
(Increasing)
Loyalty / Purchase
Occasions
(Declining)
Fanatics
Numberof2011Purchases
0
1
2
3+

10. Yesmail Confidential 10
• 70.8% of 2011 buyers
did not buy in 2012
• Of 2012 customers
with a customer ID:
Only 24.3% made a
purchase in 2011
New customers
accounted for 65% of
2012 revenue
• New customers less
valuable than existing
customers in their first
year spending 61.7%
as much per person
All Channels: Churn Reduction Top Opportunity
Number of 2012 Purchases
0 1 2 3+
Revenue: $0
Segment Size:
TBD*
Welcome / Welcome Back
(New & Reactivated)
Revenue:
$553,150,061
(2011)
Segment Size:
15,975,602
Revenue: $210,654,663
(2011 & 2012)
Segment Size: 3,054,064
Revenue:
$103,803,191
Segment Size:
758,000+
Revenue: $108MM
(2011 & 2012)
Segment Size: 770,000+
Revenue:
$162MM
Segment Size:
562,000+
Numberof2011Purchases
0
1
2
3+
Revenue: $0
Segment Size:
TBD*
Revenue: $527MM
Segment Size: 15MM
Revenue:
$670MM
(2011)
Segment Size:
17MM
Revenue: $210MM
(2011 & 2012)
Segment Size: 2MM
Be prepared to assemble the data

11. Yesmail Confidential 11

12. Yesmail Confidential 12

13. Yesmail Confidential 13

14. Yesmail Confidential 14

15. Yesmail Confidential 15

16. Yesmail Confidential 16

17. Yesmail Confidential 17
Purchase Frequency
Size (# of Customers)
Revenue
Strategic Marketing Framework Overview
Number of 2012 Purchases
0 1 2 3+
Re-Acquire
(Lost)
Welcome / Welcome Back
(New & Reactivated)
Win-Back /
Lapsed /
Reactivation
Cross-Sell / Upsell /
Purchase
Occasions / Purchase Rate
Recognition
/ Retention
(Increasing)
Loyalty / Purchase
Occasions
(Declining)
Fanatics
Numberof2011Purchases
0
1
2
3+

18. Yesmail Confidential 18
B1
B2
B3
B4
B5
C1
C2
C3
C4
C5
C6
P1
P2
P3
P4
P5
P6
P7
N1
N2
N3
A1
L1
L2
L3
L4
L5
Effort
ROIBenefit
LowHigh
HighLow
Email Program Prioritization Recommendation
Base
Offers/Events B1
Newsletter B2
Poll/ Survey B3
Educational B4
Birthday B5
Anniversary B6
Membership Renewal B7
Lifecycle
Welcome (1 Touch) C1
Welcome (3 Touch Series) C2
Welcome (Multi Touch with Behavior) C3
Re-Activation C4
Lapsed C5
Retirement C6
Purchase Cycle
Order Confirmation P1
eReceipt P2
Order Ship P3
Education on Product P4
Ratings and Review P5
Follow-up on Purchase P6
Cross-sell / Up Sell P7
Non-Purchase Triggers
Abandoned Cart N1
Browse No Buy N2
Preference Center Change Conf. N3
Acquisition
Customer Acquisition A1
Loyalty
Best Customer L1
Next Best Customer L2
Forward to a Friend L3
Social Magnify L4
Social Contest L5
Program Type
2) Welcome Programs
1) Abandon Cart
3) Fanatic Customer
6) Lapsed Customer *
Top Opportunities
5) General Promotions
4) Newsletter

19. Yesmail Confidential 19
20% year-on-year
projected revenue impact
Projected Outcome
0.000%
0.005%
0.010%
0.015%
0.020%
0.025%
0.030%
0%
2%
4%
6%
8%
10%
12%
Jan
Mar
May
Jul
Sep
Nov
Jan
Mar
May
Jul
Sep
Nov
Jan
Mar
May
Jul
Sep
Nov
2012 2013 2014
ConversionRate
Open,Click&ConversionRates
Email Engagement Metrics
Conversion Rate Open Rate Click Rate

20. The Impact of Personalized
Content

21. Yesmail Confidential 21
• Supporting 16 eBay divisions in
Canada, EMEA, APAC, and SEA
• Sending daily-buyer messages
across global programs
• Leveraging a robust data
warehousing and optimization
solution
• Executing complex testing
strategies
• Engaging in full-service solutions,
including insights, strategy,
creative, and expert message
management services
• Providing a follow-the-sun
process to support all regions and
time-zones
Customer Success
• Helping Body Shop International
drive customer engagement and
sales across retail store and web
properties in North America and
Europe
• Leveraging email as the single
biggest driver of traffic and
revenue
• In-region support being provided
by US and UK-based account
teams
• Seeing year-over-year growth in
key KPIs (opens, clicks, orders,
revenue, and database growth)
• Continuing to focus on program
optimization, including mobile and
testing strategies, and campaign
automation
• Maximizing tee time availability,
nationally and locally through
national and local-course
campaigns
• Utilizing a custom email template
and campaign management tool
for local courses to easily mail
their customers
• National campaigns being
supported by dynamically-
generated content based on user
preferences and behaviors
• Since migrating, seeing improved
KPIs, including Inbox placement,
open and click rates, and tee
time bookings
• Seeing improvements in
operational efficiency

22. Yesmail Confidential 22
• 40% increase in open rates
• 19% increase in click
through rates
• 100% of emails reach
subscribers’ inboxes
• Reporting now available in
real-time vs. in hours
• Reduced need for manual
intervention
• Faster campaign
implementation
• Greater customer targeting
The Impact of Intelligent Interactions
• Over 45% increase in
revenue
• 100% of emails are Inboxed
thanks to improved
deliverability
• 53% reduction in unsubscribe
rate
• Reduced workload for
building and optimizing email
programs
• Reduced need for manual
intervention
• Reduced cost of operation
• More robust and flexible
triggered email campaign
• 50% to 75% decrease in time
required to generate a custom
competitive report
• Real-time data collection of
key competitors enables Mrs.
Fields to respond faster to
competing campaigns and
provide counter offers to
customers
• Accurate industry
benchmarking for Mrs. Fields’
campaigns allows the brand to
easily pinpoint areas of
improvement

23. Yesmail Confidential 23
• BIG Data…Data…Data
• Competitive & Market Intelligence
• Award Winning Creative Agency
• Insights-Driven Strategy
• Innovative Technology
– Experimental Design
• Our People
Why Yesmail?

24. Michael Fisher
President, Yesmail Interactive
michael.fisher@yesmail.com
Thank you