PROPRIETARY AND CONFIDENTIAL

Kristin Hersant, VP of Corporate Marketing, StrongMail

Twitter: @kristinhersant

Email and Social Media: Proven Strategies for Driving Revenue and New Customer Acquisition September 17, 2010

Proprietary and Confidential | 2

Social Media’s Positive Correlation with Email

Search Email

Direct MailAdvertising, Print, Web and TV

Point of Purchase Corporate Domain

Today, Buyers Rely on Influencers for Purchase Decisions

Motivate Key Influencers to extend your brand via social channels,multiplying program reach and increasingoverall program performance.

Today’s CustomersIdentify which

customersare active on the Social Web

PotentialInfluencers

Target the mostvaluable potentialInfluencers

KeyInfluencers

Tomorrow’s Customers

Strategic Approach to Social Referral Campaigns

TitleCase Study: Mint.com Acquires New Customers with Email and Social Media

Campaign Objective: Acquire new Mint.com users at little or no cost.

Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. Tap into social media networks to facilitate referrals.

Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users.

Definition of Success: Less than $1 CPA

New Customer Acquisition Case Study

Market Research Drove Campaign Design

Test Social Motivators

Mint.com launched an Influencer program designed to drive new user registrations.

Ran an A/B Test using three different offers:

1. A free iPod2. Early Access to a Beta3. Nothing (Control Group)

The Winner deployed to the remainder of the list.

Streamlined Sharing Drove Higher Invites Per User

• 48% Open Rate• 10% of the recipient list

became influencers• Each Influencer sent 5

invitations on average• Generated 2.6 new

users for every 1 invitation.

• Average CPA: $0.50• 40,308 invitations netted

an additional 8,549 new accounts

One mailing drove a 44% lift in new users versus prior week

The Campaign Results

TitleCase Study: CSN Stores Boosts Revenue with Email and Social Media

Proprietary and Confidential | 12

Leverage Referral Marketing to Drive Purchases

Proprietary and Confidential | 13

Leverage Referral Marketing to Drive Purchases

Tips for Getting Started

• Identify your best customers »Hint: They’re already in your email database

• Test different incentives to motivate them to share on your behalf»Hint: It’s not always discounts, cash or free items that drive the

best referrals

• Launch a referral marketing campaign using email and social media»Hint: Use technology that makes it easy to share in social

channels

• Capture that information in your customer database for future remarketing

»Hint: Social CRM is coming… start building a foundation today

Thanks.

Kristin HersantVP of Corporate MarketingStrongMail650.421.4200Twitter: @kristinhersant @strongmail @threadmarketing

www.strongmail.comwww.threadmarketing.com

Thanks!