PROPRIETARY AND CONFIDENTIAL

May 2, 2011

Creating an Effective Right-time Email Marketing Program

Agenda

• Introductions

• Ground Rules

• Definition of “Right Time Messaging”

• Steps in the Process / Examples and Results

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Who is StrongMail?

• Leading provider of online marketing solutions for email and social media.

• We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.

• Our products and services provide an end-to-end solution for some of the world’s biggest brands.

Over 500 Customers

The StrongMail PresentationGround Rules.

What are the top three reasons you, THE EMAIL MARKETER, use email?

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What are your top three reasons SUBSCRIBERS receive email?

1. Confirm an online transaction or purchase

2. Customer service

3. Get offers and discounts from brands I do business with

Defining Right Time Messaging – Which is Right Time?

Right Time Messaging Programs at IHG

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Right Time Campaigns Batch Campaigns

Core Transactional Priority Club Rewards Communications

Lost Pin Loyalty

Stay Related Brand Messaging

Confirmations, Pre & Post Stay Newsletters

Lifecycle Triggers Ad-Hoc

Welcome, Win-Back Business to Business

Non-Member

Core Promotions

Hurdle

Why Right Time?

“…event-triggered techniques will see a 600%

higher response rate…”

Results:

Click Thru Rate: 200% lift of general promotional offers

Conversion: 300% lift over general promotional offers

Why Right Time…There’s More

Getting to Right Time: Step 1, Lay the Foundation

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Marketing needs a system of record:

The Marketing Technology BackboneA technology infrastructure that supports an integrated approach to marketing strategy, development, delivery, and measurement – across the marketing mix.

The Pay-Off

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Subscription System for Inventory Alert Program

Inventory Management System Integration to

Trigger Email

Conversion Integration and Tracking

“This triggered email campaign is our best converting email by far outpacing any of our other email campaigns batch, triggered or transactional by a factor of 15 or more.”

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Step 2: Define Customer Lifecycle and Engagement

Step 3: Right Time Contact Strategy

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Step 4: Testing and Optimization

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1. Ask a Question2. Form a Theory3. Identify KPI’s & a Baseline4. Create the Test5. Segment the List6. Measure and Analyze7. Optimize

In the End, Right Time drives results…

• Saved millions of dollars in email delivery costs

• 75% reduction in staffing requirements

• Email marketing performance has “increased significantly”

• 81% reduction in time to build and deploy dynamic emails

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All because they recognized the need to meet All because they recognized the need to meet their customers’ real-time messaging demands.their customers’ real-time messaging demands.

Delivery Rate

Unique Open Rate

Unique Click-Thru Rate

CTO Rate

95.8% 15.9% 3.1% 19.1%

Delivery Rate

Unique Open Rate

Unique Click-Thru Rate

CTO Rate

95.6% 59.6% 22.3% 37.3%

Questions?• IHG Case Study Available• Visit www.strongmail.com• Whitepapers• Case studies• Webinars• Blogs

Kara TrivunovicSr. Director, Strategic ServicesStrongMail Systems+1 219 365 6445ktrivunovic@strongmail.com