strategies to improve your email databasev2.itweb.co.za/whitepaper/striata_130424_2.pdfa successful...
TRANSCRIPT
Strategies to improve your email database The key to rapid adoption of electronic communication
WHITE PAPER
TABLE OF CONTENTS
Introduction 3
How to obtain an email address 4
Email collection off a new database 5
SCENARIO 1 6
You have customers who call into your call center but you do not have their email address on file 6
The challenge 6
Changing Customer Service Representative (CSR) behavior regarding email address acquisition 6
The solution 6
Incentivized Campaigns 6
The results 6
SCENARIO 2 7
You have a mobile number for your customer but no email address 7
The challenge 7
Overcoming the resistance to change to electronic 7
The solution 7
Text-4-Email 7
The results 7
SCENARIO 3 8
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID 8
The challenge 8
Requesting a valid email address to update your old database 8
The solution 8
Text-4-Bounce 8
Text-4-bounce text message copy strategies 8
The results 8
Concluding remarks 9
Additional reading on Email collection 9
INTRODUCTION
Electronic communication is now the accepted norm There is a constant drive to reduce paper output and ldquodematerializerdquo documents into electronic forms that can be emailed or saved in a web portal For many companies the most cost effective electronic communication channel is email However the challenges in communicating electronically with a large client base arise with the collection maintenance and upkeep of customersrsquo email address data The first challenge arises when companies realize that they donrsquot have an up to-date record of all their customersrsquo personal details Furthermore these details change over time particularly email addresses resulting in emails that bounce The purpose behind an email collection campaign is to obtain a customerrsquos valid and usable email address along with permission to use it A successful email collection campaign can be carried out for any company that has a client database and wants to distribute some form of electronic communication This white paper outlines proven methodologies that you can adopt in order to build a current clean and usable database of customer email addresses
Share this White Paper
HOW TO OBTAIN AN EMAIL ADDRESS
There are many customer touch points that can be used to obtain an email address As depicted in the illustration
below some examples include an application for an account when making a purchase in-store through existing
payment channels via a website registration or a phone call to a call center Used correctly these many channels
present the opportunity to gather a substantial and current database of customer email addresses enabling companies
to communicate electronically on a regular and targeted basis
Share this White Paper
EMAIL COLLECTION OFF A NEW DATABASE With the right strategies in place new customers can be the ideal group to target for email collection Any point
where a customer can register for services should include a request for an email address - in the best case scenario
this would be a required field just as a customer would provide their name and address
To best understand how to collect emails for an existing database we look at some of the scenarios you may have
already experienced first-hand
These three scenarios outline effective solutions that when applied correctly result in a current clean and usable
database
Share this White Paper
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
TABLE OF CONTENTS
Introduction 3
How to obtain an email address 4
Email collection off a new database 5
SCENARIO 1 6
You have customers who call into your call center but you do not have their email address on file 6
The challenge 6
Changing Customer Service Representative (CSR) behavior regarding email address acquisition 6
The solution 6
Incentivized Campaigns 6
The results 6
SCENARIO 2 7
You have a mobile number for your customer but no email address 7
The challenge 7
Overcoming the resistance to change to electronic 7
The solution 7
Text-4-Email 7
The results 7
SCENARIO 3 8
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID 8
The challenge 8
Requesting a valid email address to update your old database 8
The solution 8
Text-4-Bounce 8
Text-4-bounce text message copy strategies 8
The results 8
Concluding remarks 9
Additional reading on Email collection 9
INTRODUCTION
Electronic communication is now the accepted norm There is a constant drive to reduce paper output and ldquodematerializerdquo documents into electronic forms that can be emailed or saved in a web portal For many companies the most cost effective electronic communication channel is email However the challenges in communicating electronically with a large client base arise with the collection maintenance and upkeep of customersrsquo email address data The first challenge arises when companies realize that they donrsquot have an up to-date record of all their customersrsquo personal details Furthermore these details change over time particularly email addresses resulting in emails that bounce The purpose behind an email collection campaign is to obtain a customerrsquos valid and usable email address along with permission to use it A successful email collection campaign can be carried out for any company that has a client database and wants to distribute some form of electronic communication This white paper outlines proven methodologies that you can adopt in order to build a current clean and usable database of customer email addresses
Share this White Paper
HOW TO OBTAIN AN EMAIL ADDRESS
There are many customer touch points that can be used to obtain an email address As depicted in the illustration
below some examples include an application for an account when making a purchase in-store through existing
payment channels via a website registration or a phone call to a call center Used correctly these many channels
present the opportunity to gather a substantial and current database of customer email addresses enabling companies
to communicate electronically on a regular and targeted basis
Share this White Paper
EMAIL COLLECTION OFF A NEW DATABASE With the right strategies in place new customers can be the ideal group to target for email collection Any point
where a customer can register for services should include a request for an email address - in the best case scenario
this would be a required field just as a customer would provide their name and address
To best understand how to collect emails for an existing database we look at some of the scenarios you may have
already experienced first-hand
These three scenarios outline effective solutions that when applied correctly result in a current clean and usable
database
Share this White Paper
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
INTRODUCTION
Electronic communication is now the accepted norm There is a constant drive to reduce paper output and ldquodematerializerdquo documents into electronic forms that can be emailed or saved in a web portal For many companies the most cost effective electronic communication channel is email However the challenges in communicating electronically with a large client base arise with the collection maintenance and upkeep of customersrsquo email address data The first challenge arises when companies realize that they donrsquot have an up to-date record of all their customersrsquo personal details Furthermore these details change over time particularly email addresses resulting in emails that bounce The purpose behind an email collection campaign is to obtain a customerrsquos valid and usable email address along with permission to use it A successful email collection campaign can be carried out for any company that has a client database and wants to distribute some form of electronic communication This white paper outlines proven methodologies that you can adopt in order to build a current clean and usable database of customer email addresses
Share this White Paper
HOW TO OBTAIN AN EMAIL ADDRESS
There are many customer touch points that can be used to obtain an email address As depicted in the illustration
below some examples include an application for an account when making a purchase in-store through existing
payment channels via a website registration or a phone call to a call center Used correctly these many channels
present the opportunity to gather a substantial and current database of customer email addresses enabling companies
to communicate electronically on a regular and targeted basis
Share this White Paper
EMAIL COLLECTION OFF A NEW DATABASE With the right strategies in place new customers can be the ideal group to target for email collection Any point
where a customer can register for services should include a request for an email address - in the best case scenario
this would be a required field just as a customer would provide their name and address
To best understand how to collect emails for an existing database we look at some of the scenarios you may have
already experienced first-hand
These three scenarios outline effective solutions that when applied correctly result in a current clean and usable
database
Share this White Paper
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
HOW TO OBTAIN AN EMAIL ADDRESS
There are many customer touch points that can be used to obtain an email address As depicted in the illustration
below some examples include an application for an account when making a purchase in-store through existing
payment channels via a website registration or a phone call to a call center Used correctly these many channels
present the opportunity to gather a substantial and current database of customer email addresses enabling companies
to communicate electronically on a regular and targeted basis
Share this White Paper
EMAIL COLLECTION OFF A NEW DATABASE With the right strategies in place new customers can be the ideal group to target for email collection Any point
where a customer can register for services should include a request for an email address - in the best case scenario
this would be a required field just as a customer would provide their name and address
To best understand how to collect emails for an existing database we look at some of the scenarios you may have
already experienced first-hand
These three scenarios outline effective solutions that when applied correctly result in a current clean and usable
database
Share this White Paper
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
EMAIL COLLECTION OFF A NEW DATABASE With the right strategies in place new customers can be the ideal group to target for email collection Any point
where a customer can register for services should include a request for an email address - in the best case scenario
this would be a required field just as a customer would provide their name and address
To best understand how to collect emails for an existing database we look at some of the scenarios you may have
already experienced first-hand
These three scenarios outline effective solutions that when applied correctly result in a current clean and usable
database
Share this White Paper
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
SCENARIO 1
YOU HAVE CUSTOMERS WHO CALL INTO YOUR CALL CENTER BUT YOU DO NOT HAVE THEIR EMAIL ADDRESS ON FILE
THE CHALLENGE
CHANGING CUSTOMER SERVICE REPRESENTATIVE (CSR) BEHAVIOR REGARDING EMAIL ADDRESS ACQUISITION
Within many companies the culture created by customer service is focused on providing the customer with the best
service while taking the least amount of time possible
Often companies do not want to ask customers for an email address because of the length of time it takes to explain
the eDocument services CSRs should however simply request an email address to update the customer record this
way an email can be sent giving the customer all the eDocument information they require One-click electronic
consent (eConsent) functionality can also be built into the email allowing them to opt-in to this paperless document
delivery service The challenge however lies in shifting CSR behavior
THE SOLUTION
INCENTIVIZED CAMPAIGNS Offering a reward program for the customer service team is a powerful tool The rules should be simple create a
mechanism for assigning a representative to input an email address in the customer information system and set up
a reward system within a specified time frame
THE RESULTS Striata has assisted many of our clients with email collection campaigns that focus on incentivizing CSRs for their
email collection efforts In some cases clients that initially had less than 1 of customer emails addresses have
captured 25 of customer email addresses over a 12 week implementation process
Other clients who run these campaigns semi-annually capture an additional 5-10 of customer email address over
the period of a month
Share this White Paper
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
SCENARIO 2
YOU HAVE A MOBILE NUMBER FOR YOUR CUSTOMER BUT NO EMAIL ADDRESS
THE CHALLENGE
OVERCOMING THE RESISTANCE TO CHANGE TO ELECTRONIC Customers have grown accustomed to receiving all forms of communication such as bills statements (operational)
and promotions (marketing) via traditional post
Electronic communication however has shown a steady increase as more companies are adopting electronic
solutions such as email as the primary form of communication with their customers
Many customer segments are willing to switch to electronic communication but there are still customers who may
not even be aware that electronic communication is an option
THE SOLUTION
TEXT-4-EMAIL The Text-4-Email solution enables a company to grow its email database using text messaging as a medium A
personalized text message is sent to customers asking for their email addresses and the reply is captured into a
database If the email address is in a valid format then a confirmation email is sent to the customer confirming
their email address and requesting permission (eConsent) for further communication
THE RESULTS Current statistics for various Text-4-Email campaigns across different industries conducted by Striata are as follows
Share this White Paper
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
SCENARIO 3
YOUR CUSTOMERrsquoS EMAIL ADDRESS IS OLD INVALID
THE CHALLENGE
REQUESTING A VALID EMAIL ADDRESS TO UPDATE YOUR OLD DATABASE A significant portion of a database can soon become outdated due to inaccurate email addresses as a result of job
changes for example This is a contributing factor of aging databases which can be avoided if they are cleaned and
updated regularly When a company sends out electronic communications to an old database the invalid email
addresses bounce which ultimately affects the overall deliverability of the campaign The challenge lies in how to
request a correct and valid email address
THE SOLUTION
TEXT-4-BOUNCE A Text-4-Bounce solution is a text message that is sent to customers whose email addresses have bounced or are
constantly undeliverable requesting that they update their email address New details are then captured on the
relevant companyrsquos database This solution can also be used to reduce bounces as it can be automated and
integrated into email communications
If a customer does not reply to the text message with an updated email address remove them from your database
Whilst this may reduce the overall size of your database it does become more manageable and realistic when
distributing electronic communications and your deliverability improves due to a lower percentage of invalid email
addresses
Text-4-bounce text message copy strategies There are many different ways of asking for an email address via text messaging Based on our statistics for various
text messaging campaigns across different industries the average reply with a valid and correct email address based
on the respective text message copy options mentioned below are
1 Show the invalid or outdated email in the copy ndash Result 37
2 Text message copy with no incentive ndash Result 18
3 Simply ask for a valid email address - Result 145
4 Offer an incentive ndash Result 88
The low response rates to incentives indicate that customers view this as a marketing ploy and as less inclined to
reply
THE RESULTS Striata has successfully implemented the Text-4-bounce solution for a variety of companies across different
industries including banking amp finance leisure and insurance
We recommend that when you have an invalid email address in your database and are texting the customer in an
attempt to obtain the valid email always use the incorrect email in the text message copy This will remind the
customer that they previously signed up to receive your electronic communications and are therefore more likely to
respond to ensure that they continue to receive it
Share this White Paper
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
Share this White Paper
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
CONCLUDING REMARKS
Electronic communication is a critical part of all companiesrsquo marketing strategies Replacing expensive paper
documents with electronic equivalents can save time and costs but itrsquos imperative that you have an updated
database of email addresses
You should acquire customer email addresses andor updated personal details at every customer touch point in
order to communicate with them effectively
Start by implementing an education campaign to inform paper based customers that communications such as
statements are available electronically As more customers adopt electronic communications significant savings can
be experienced Paper costs will be reduced which will in turn increase the Return on Investment in electronic
channels
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ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
ADDITIONAL READING ON EMAIL COLLECTION Your Customer Contact Database eMarketing eBiling and Secure Document Delivery solutions Email Marketing Solutions The eBilling Push Advantage Follow these bloggers for more advice on Email marketing and database solutions
Mia Papanicolaou ndash General Manager America As General Manager at Striata Mia is responsible for client strategy and operations overseeing effort to grow the business and expand the marketing share in the USA Mia ensures that all solutions implemented meet best fit criteria for each client and deliver optimal user experience for their customer
Nicola Els Commercial Director Africa Nicola is the Commercial Director of Striata South Africa focusing on all business development related activities spanning retention and new business
Ross Sibbald Head of eMarketing Africa As Head of eMarketing at Striata Ross is responsible for business development client strategy processes and effective implementation Ross is also responsible for the total output of the
eMarketing team in meeting client solutions
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450
About Striata Striata unlocks the power of email and mobile messaging Our electronic delivery solutions dramatically increase customer adoption of paperless bills statements policies marketing and other high volume system-generated documents The worldrsquos largest financial services utility insurance retail and telecommunications companies achieve unrivalled results by replacing print and mail with Striatarsquos interactive electronic documents and transactional messages Striatarsquos enterprise platform strategy and support services
drive significant paper suppression
deliver ongoing cost savings
accelerate payments
enhance the customer experience
enable regulatory compliance Our comprehensive solutions expand the digital dialogue through personalized customer lifecycle messaging retail receipts notifications and alerts A global paperless communications specialist with over a decade of experience Striata has operations in New York London Brussels Johannesburg Hong Kong Sydney and partners in North and South America Europe and Asia Pacific
EBILLING EMARKETING AND SECURE EDOCUMENT DELIVERY
NEW YORK LONDON SYDNEY JOHANNESBURG HONG KONG
48 Wall Street 88 Kingsway 59-11 Knox St 158 Jan Smuts Ave 20th fl Central Tower Web wwwstriatacom Suite 1100 London Double Bay Sydney Rosebank 28 Queenrsquos Road NY 10005 WC2B 6AA NSW 2028 JHB 2198 Central
Email infostriatacom USA United Kingdom Australia South Africa Hong Kong
T +1 88 88 USAPAY T +44 207 268 3941 T +61 (2) 9363 9655 T +27 11 530 9600 T +852 2159 9450