Weight Classes: HEAVYWEIGHT THE RULES

THE RULES 60 Minutes (or until somebody says uncle) Bout Duration: Fouls: Boring the Audience Physical Abuse (Verbal Abuse is Encouraged) Audience Not Asking Questions

Fouls:

Boring the Audience

Physical Abuse (Verbal Abuse is Encouraged)

Audience Not Asking Questions

THE RULES How to Win: Convince the audience that you are the…

THE FIGHTERS

THE FIGHTERS

THE FIGHTERS

LET’S BATTLE!

Industry: Online Personal Finance Management Industry Size: 30,000 users in 2007, Over 3 million today Product: Mint.com, free web-based personal finance service. Launched September, 2007 Size: 1.7 million users Employees: 38 Target Market: Web-savvy Americans 25 – 40 seeking easy and effective means to budget and save money. Comfortable with managing daily life in the cloud via SaaS. Years of email experience: 15 THE BUSINESS

Industry: Online Personal Finance Management

Industry Size: 30,000 users in 2007, Over 3 million today

Product: Mint.com, free web-based personal finance service. Launched September, 2007

Size: 1.7 million users

Employees: 38

Target Market: Web-savvy Americans 25 – 40 seeking easy and effective means to budget and save money. Comfortable with managing daily life in the cloud via SaaS.

Years of email experience: 15

Campaign Objective: Acquire new Mint.com users at little or no cost. Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users. Definition of Success: Less than $1 CPA THE CAMPAIGN

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

Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends.

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

Definition of Success: Less than $1 CPA

Market Research Findings Drove Campaign Design

THE CAMPAIGN Tested 3 Incentives: Chance to win iPod Nano Invitation to exclusive Beta Program (early access to new Mint.com features) No incentive

Tested 3 Incentives:

Chance to win iPod Nano

Invitation to exclusive Beta Program (early access to new Mint.com features)

No incentive

THE CAMPAIGN Used StrongMail Influencer to drive higher invites per user.

THE RESULTS Actual Sent Delivered Opened: 48% Invited Friends: 10% Average Invites: 5 New Users per Invite: 1: 2.6 Average CPA: $0.50 One mailing drove a 44% lift in New Users versus prior week

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Turner Sports: NBA.com, NASCAR.COM, PGA.com, PGATOUR.COM Target market: All who watch, live, and love sports Fighter Background: 5 years of email marketing experience Overview: Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America THE BUSINESS

Turner Sports:

NBA.com, NASCAR.COM, PGA.com, PGATOUR.COM

Target market:

All who watch, live, and love sports

Fighter Background:

5 years of email marketing experience

Overview:

Turner Sports operates all aspects of the league sites for the NBA, NASCAR, PGA TOUR, and PGA of America

Campaign Objective: Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM. Key Metrics Tracked: Clicks to launch the Live@ experience. Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM. Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM. THE CAMPAIGN

Campaign Objective:

Drive PGA TOUR fans to watch the live streaming coverage of the TOUR Championship on PGATOUR.COM.

Key Metrics Tracked:

Clicks to launch the Live@ experience.

Definition of Success: Driving click-throughs to the Live@ experience on PGATOUR.COM.

Campaign Strategy: Increase fan interest in the Live@ golf experience by showing a live video stream of the coverage provided by PGATOUR.COM.

Static Email Video Email Static version Static Email Video in Email

The campaigns success was measured by comparing the click-through rate of the live streaming video campaign against the click-through rate of another version that did not feature live video streaming video but just a static image. The live streaming video campaign produced a 13% higher click-through rate in driving users to the Live@ experience on PGATOUR.COM THE RESULTS

The campaigns success was measured by comparing the click-through rate of the live streaming video campaign against the click-through rate of another version that did not feature live video streaming video but just a static image.

The live streaming video campaign produced a 13% higher click-through rate in driving users to the Live@ experience on PGATOUR.COM

TAKE YOUR SHOT

THE BUSINESS David and Tom Gardner Co-Founders of The Motley Fool

THE BUSINESS Here for the individual investor News, commentary, and stock research Online community of Fools 250 Fools Strong!

Here for the individual investor

News, commentary, and stock research

Online community of Fools

THE BUSINESS Motley Fool Stock Advisor Motley Fool Hidden Gems Motley Fool Rule Breakers Motley Fool Global Gains Motley Fool Rule Your Retirement Motley Fool Income Investor Motley Fool Million Dollar Portfolio Motley Fool PRO Motley Fool Ready Made Millionaire Motley Fool Options Motley Fool Duke Street Motley Fool Inside Value 260,000 Paying Subscribers

THE BUSINESS

THE AUDIENCE Target Audience: Male Ages 45 – 65 Investment portfolios larger than $500k Manage their own portfolio Skeptical of mainstream financial media Direct response Email is backbone of company 65% of company’s revenue

Male

Ages 45 – 65

Investment portfolios larger than $500k

Manage their own portfolio

Skeptical of mainstream financial media

Direct response

Email is backbone of company

65% of company’s revenue

SUCCESS METRICS Delivered Open Click Thru Conversion Spam Unsubscribes Refunds

Spam

Unsubscribes

Refunds

THE STRATEGY Creative Relevance Offer

Creative

Relevance

Offer

Video Email Static version Goals: Capture investors’ mindset at the current time, so that They will read the email, and Convert into subscriptions and drive cash S&P 500: Jun ‘07 – Oct ‘09

Goals:

Capture investors’ mindset at the current time, so that

They will read the email, and

Convert into subscriptions and drive cash

Video Email Static version Goals: Capture investors’ mindset at the current time, so that They will read the email, and Convert into subscriptions and drive cash

Goals:

Capture investors’ mindset at the current time, so that

They will read the email, and

Convert into subscriptions and drive cash

THE RESULTS Delivered: 97.27% Open: 13.11% Click Thru: 5.55% Conversion: 6.62% $$$$$

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