The State of Email 2012

Kate Pietrelli, Marketing Director at World Golf Tour

Kara Trivunovic, Global Director, Strategy and Marketing Innovation at StrongMail

Brief Introductions

• World Golf Tour is the largest online golf property in the world

• Over 2M unique and 5M monthly visits on Web and Facebook games

• The most engaged sports audience on the web

• Over 35 minutes average time on site• 54% of active players play over 5 hours per

month

• Audience is male sports fans• 98% male, 67% married, 74% college-

educated, 44 median age• Attractive online advertising and sponsorship

platform

• Player engagement relies heavily on email marketing

• Over 7M monthly emails, using StrongMail since 2011

• 50% daily transactional emails & 50% weekly marketing emails

Kate Pietrelli

Marketing Director

kate@wgtmedia.com

@katepietrelli

Brief Introductions

• A leading provider of online marketing solutions for email and social media, catering to mid-large size enterprises.

• Message Studio provides seamless integration to data and applications

• Social products enable marketers to launch direct response campaigns and identify key influencers and brand advocates.

• Agency services organization partnering with client to achieve greater success

Kara Trivunovic

Global Director, Strategy and

Marketing Innovation

ktrivunovic@strongmail.com

@ktrivunovic

LIFECYCLE MARKETING DEFINED:

The ability to reach the right person, with the right message at the right time through marketing automation.

Analysts Are Driving Brands to Adopt Lifecycle Marketing

“Through 2014, marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher response rate, compared with traditional outbound campaigns.” - Top Seven CRM Marketing Processes for 2011, Analyst: Kimberly Collins

“Marketing automation can streamline email marketing efforts and methodically grow customer lifetime revenue, permitting companies to free up their sales and marketing teams to focus on new business.” - Customer Lifecycle Email Campaigns See Better Engagement, June 30, 2011

“Borders implemented a triggered series of welcome messages with time-based discounts that encouraged a trip back to the offline stores; this increased the transactional value of email subscribers to 38% higher than non-email subscribers.” - European Email Marketing In 2011, Analyst: Lucilla DeSarloEuropean Practice

“This relevant email messaging works — IHG’s dynamically triggered pre-stay email averages a 50% open rate and a 20% click-through rate.” - Case Study: InterContinental Hotels Group Consolidates Email And Data Management, Analyst: Shar Van Boskirk

StrongMail Customer Success Stories

Travelocity’s Low Fare Alert generates conversions that are 300% - 400% higher than other conversion programs.

FootSmart generates an incremental $750K annually from one right-time email stream. (Cart Abandonment)

InterContinental Hotels Group has increased annual revenue by 16% since migrating their email programs to a customer-centric, right-time strategy.

Gamers First doubled their customer base in the first year of using StrongMail for lifecycle email marketing.

BUSINESS GOAL:

Engage, re-engage and re-activate players at critical touch points throughout the customer lifecycle

Dead on Arrival Campaign

Goal:• Targeted emails to brand new

but inactive players (aka, Dead on Arrival)

Approach: • Segment audience• Test messaging

Takeaways:• Don’t accept ‘dead’ for an

answer• Identify key factors in initial

engagement issues

Engagement Campaign

Goal:• Targeted series of emails to new

players in first 30 days

Approach: • Test messaging and timing

Takeaways:• Critical time to re-engage players• Always be testing

Winback Campaign

Goal:• Re-activate players after 3-6 months

Approach: • Segment audience• Test messaging and offers

Takeaways:• Offer high engagement incentives• Measure ROI