The State of Email in an Interactive World

Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12

Seth BermanBabyCenter

Director, Global MarketingTwitter: @sbermo #EEC12

BabyCenter#1 pregnancy and parenting site and mobile platform worldwide

Trusted•Nearly 3x more trusted

than any other pregnancy and parenting site

•Recommended 2x more often than the next closest parenting site

Influential•Most popular social

site for product recommendations among new and expectant moms

•More than 3 out of 4 moms share the information they find on BabyCenter with other moms

Celebrated•2011 Webby Award and

People’s Voice Award in the Family/Parenting category

•2011 OMMA for Best Social Network for the BabyCenter Community

Leadership•24MM users in over 22

markets worldwide

•7 out of 10 babies born in the US last year are BabyCenter babies

•Apps Magazine named us one of the Top 100 apps of 2010

Reaching her at the right timeWith stage-based solutions

Today is mobile inflection point

Rapid smartphone adoption+50% increase in smartphone users, 2010 to 2011

Nearly 1 in 3 people in the U.S. have a smartphone.

The Facts:

The inbox is the new portal

78% use email on their smartphone to filter incoming communications.

The Facts:Q: When do you check email on your smartphone?(Based on text logs)

Moms are hooked on daily deals

60%Subscribe to one or more service (e.g., Groupon, Living Social) with 9 avg number of deals/offers purchased this year

84% Agree “When I save money on a shopping trip by using coupons, sales or other deals, I feel like I won!”

36% Share daily deals through social networks (124 index)

Rick HeffernanMetLife

Director, eMarketing and Sales Strategy

Twitter: @rjheffernan #EEC12

Making the most of online leads

MetLife Auto & Home• MetLife Auto & Home is the Leading provider of group

Auto & Home benefits.

• We have relationships with over 2,000 employers, associations and affinity groups including 50% of the Fortune 100.

• We offer Group discounts to over 30 million individuals in the U.S.

• No email programs in 2008.

Shopping for auto insurance has changed forever

In which of the following ways did you shop/obtain price quotes when you shopped most recently?

18%

23%

24%

70%

18%

26%

25%

63%

20092011

Online QuoteI went online to get a quote

AgentI called/visited local agents who represent multiple insurance companies

Dedicated AgentI called/visited local agents who represent one insurance company

Call CenterI called toll-free numbers for quotes

Get an auto quote online

The challenge

Abandoned

Completed Quote

AbandonedQuote

25%of people who start a quote online don’t complete.

Reengage interrupted visitors

2 out of 3 people who abandon do so because they

were interrupted

Converting prospects to applicationsFind a way to communicate with leads that abandoned the online auto application process before & after receiving a quote

Challenge

– Consumers prefer to research product online, but make a purchase with an agent or over the phone

– Low online conversion rate

– Needed to stay top of mind for this considered purchase

Summer 2010

Converting prospects to applications

Solution

Results– 20% of our eMarketing phone volume is

driven from our lead nurture emails

Summer 2010

Integrate display to attract abandoners online

Retargeting Before Retargeting Now

You have been here before

Where you left off in your quote

Segmented messaging/ads based on data collected

from Quote Process

You have been here before

Winter 2011

Early resultsConversion Lift

People who abandoned their quote exposed to display ads

converted at over

2Xthe rate of users who didn’t see display ads.

$34 in premium for every $1 in ad spend.

7X7 times better than what is considered a “good ROI” for

marketing programs.

ROI

What’s next?

Seth Berman Rick HeffernanTwitter: @rjheffernan #EEC12Twitter: @sbermo #EEC12