Silverpop presentation at Optimise and Thrive events May 2010

1. Retail Success with Email as the central vehicle

2. Where do I need to be for success?

3. What does success look like? Move stock quickly Maximise revenue With limited resources

4. Success in retail is simple…right?

5. Industry Benchmarks & Trends

6. Number of emails received during a 30 day period

7. Volume of Emails 14% send NO Emails 31% are mailing 5+/month (20% less than US) 9.5% are mailing 21+/month (6.5% more than US)

8. The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated the same Recipients are broken into groups Every individual is treated uniquely Blast Personalisation Personalisation Segmentation Dynamic content Personalisation Segmentation Dynamic content Event triggers Lifecycle campaigns User Generated Content Level 1 and 2 follow a marketer’s schedule. Level 3 marketers time their messages around their customers… one at a time.

9. The Three Levels of Email Relevance Level 1 Level 2 Level 3 Every recipient is treated the same Recipients are broken into groups Every individual is treated uniquely Blast Personalisation Personalisation Segmentation Dynamic content Personalisation Segmentation Dynamic content Event triggers Lifecycle campaigns User Generated Content Real Time Content

10. A nation of Level 1 blasters

11. Evolution of Aust Retail Marketers Level 1 Level 2 Level 3

12. The Three Levels of Email Relevance Level 1 Level 2 Level 3

13. Why level 3 Matters Revenue – retention & higher engagement Higher Engagement/Conversions - Relevancy Less Resources – Automation Avoiding blacklisting – Deliverability

14. 4 Keys

15. 1. Capture & Leverage the Data

16. List Growth Tactics

17. List Growth Tactics

18. Go Viral for more subscribers

19. 2. Engage With Customers

21. Relevancy High level of engagement – includes video links and blogger commentary

22. Top-rated recipes from Pillsbury Community

23. 3. Automate & Optimise

25. Welcome, Birthday, Anniversary, Re-engagement programs

26. Cart abandonment and order reminder emails

28. 4. Deliverability

29. Deliverability Getting in the Inbox Almost 95% of email messages at one point in 2009 were classified as spam Return Path

30. Deliverability Challenges The good news: as a percentage of email, spam has remained flat. The very bad news: Overall email volume is way up so the amount of spam has gone way up too. Translation: there is a lot more crap clogging up the system. McAfee March 2010 spam report

31. Deliverability Successful e-mail marketing requires strategy Reputation Content Customer/Client Expectations

32. Checklist 1. More subscribers for less 2. Useful/clean Data 3. Relevant Content 4. Automation

33. Jeff Clark jclark@engagedigital.com.au Twitter: @Silverpop Whitepapers and thought capital available at www.silverpop.com Q & A